Problem A burning problem with strong emotional pull
Promise A dream outcome my target audience desires
Process An easy to follow system for bridging the gap between problem and promise (how to)
Positioning Comparing my idea against an enemy, injustice, or bad idea to strengthen it’s persuasive power
Persuasion Offer a dream outcome, increase likelihood of achievement, decrease sacrifice and effort, decrease time to achieve

Your Hooks Must Have:

Hook Must’s Examples
Target a specific demographic Writers, body builders, entrepreneurs, experts, beginners
Be a relevant topic people care about

(Relevant problems and promises) | Making money, productivity, health, happiness | | Outline a clear benefit the reader will receive

(Promise / Dream Outcome) | $4,000/mo 22x the focus 12 LBS of muscle | | Incite curioisty

(Open a curiosity loop) | A simple system for mastering Ernest Hemingway’s simplistic writing style: | | Never sound gimmicky or "too good to be true"

(This reduces credibility) | $1,000,000 in 30 days |

Your Hooks Could Have:

Hook Could’s Examples
Social proof to increase credibility Last year my agency sold 20,000 info products totally $200,000 in revenue
Create a low perceived effort to read it (2 minute read)
Provide a desired timeline for results

(Reduce time delay) | … in 6 weeks or less |