Louis Massaro explains how to write a hook that stops people. Imagine sitting across from your ideal customer: you have 90 seconds to grab them by naming their pain, pleasure, fear, or aspiration before they leave.
You know, you want to think about the hook like you're. Imagine you're having coffee with somebody, right? Your ideal customer, right? They're going to bring you that big move, the good move. They're going to pay. They're not going to haggle with you. They're that customer. You're having coffee with them. But they're in a hurry. They got to go, right? They got to go. They're quick coffee. They got to go. They're getting up to leave. What do you say to. To get them to sit back down and say, screw that other meeting. I want to hear what you have to say. And right now we've got the perfect opportunity, because what does the hook do? The hook leans into people's pain, people's pleasure, people's fears, people's aspirations. How many people are sitting on the sidelines right now? Because, I don't know, is it the right time to buy, I don't know, interest rates? What's going on? Da da, da, da, da. Right? What can you say to grab that person and say, listen to me for the next 90 seconds?
