One of the tenets of good copywriting is that you must have a strong "hook."
Something to grab the reader's attention and keep them reading.
At least, that's advice you commonly hear.
But what is a "hook", exactly, and is using one the best or only way to get attention?
My guest today has a problem with the concept of the "hook," and he's here to tell us why.
Derek Pollard is the owner of Constellar Creative, a marketing and thought leadership agency for financial planners.
Derek is also a highly acclaimed and published poet and has taught writing at the university level for many years.
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