You have one hook formula and you've worn a hole in it.

You have one hook formula and you've worn a hole in it.

Build a deck of 5 and rotate so you never repeat:

— The flat contradiction: "Good copy isn't persuasive."
— The named enemy: "Whoever taught you 'just be authentic' owes you money."
— The cost reveal: "This one word killed my open rate."
— The forbidden: "The CTA I'm not allowed to use."
— The countdown: "3 lines, then they bounce."

If your audience can predict the shape of your hook, you've lost the surprise.

Agree? Quote-tweet your go-to formula.