When · Where
A sentence that says what it is about, without going round in circles.
How it works
The hook, in a few words.The line below explains the hook in a sentence and a half. If it needs more room, that goes in the paragraph after.
First paragraph. Tell it the way you would tell a customer on the phone: what there is, who it is for, from when.
Second paragraph. If there is a condition or a limit, this is where you say it, and you say it clearly.
In short
The second hook.This is usually where the number goes: the discount, the date, the quantity. A number is the strongest hook there is.
Kicker
The third and last hook.Past three, hooks stop working: they turn into noise.
One or two lines.
One or two lines.
One or two lines.
The closing line repeats the action from the opening. Always the same one, never two different ones.
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