Learn more about writing with this collection
How to analyze churn data and make data-driven decisions
The importance of customer feedback
How to improve customer experience
The Hook, Line, And Sinker Framework
Hook: Grab attention.
Line: Deliver on the promise.
Sinker: Make the content resonate.
17
167 reads
The Hook: Grab Attention, Make a Promise
1. The first few bits of consumable content in a piece are there not to deliver information but to make a promise of what's to come.
2. Can sometimes be mistaken for "clickbait," and if the subsequent content doesn't deliver on the promise made, or delivers in a subpar fashion, that's a reasonable charge to level.
16
71 reads
The Line: Deliver on the Promise, Trigger Emotions
1. The Line's purpose is to satisfy the curiosity created by your headline/preview.
2. You're producing the meat-a story, an explanation, a dataset, a visual series-that quenches the visitor's thirst for knowledge, entertainment, distraction, or resolution. The key is to do this in a way that triggers an emotional response.
17
59 reads
The Sinker: Make the Message Last, Inspire Sharing
1. The Sinker is that singular, powerful, lasting memory that makes a piece stick with you.
2. Your job as creator isn't to deliver only one of these potential hits, but to strike those chords again and again throughout your content, then remind the reader/viewer/listener at the end.
17
62 reads
CURATED BY
Digital marketing at dentsu. Invested in the symbiosis of marketing, psychology, and design.
CURATOR'S NOTE
A simple framework to drive your long-term content marketing efforts.
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