Unpopular opinion: hook formulas make your copy worse.

Unpopular opinion: hook formulas make your copy worse.

The '[number] [adjective] ways to [outcome]' template was a crutch that turned every feed into the same Mad Libs. When the structure is predictable, the brain auto-completes and skips. The unformulaic line — the one that breaks expected rhythm — is what actually stops a thumb. Surprise is the only formula.

Agree? Quote-tweet your worst.