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Writing Handbook: How to Source Writing Ideas
Almost every episode of Breaking Bad begins with a “cold open,” a short, standalone sequence designed to immediately captivate the audience. These openers typically use flash-forwards or flashbacks to create suspense and draw you in.
Eddie Shleyner • Very Good Copy: 207 Micro-Lessons on Thinking and Writing Like a Copywriter
Hooks need to be more than catchy, they need to be microcosmic. Yes, it wants to introduce a tension, but one that hints at the larger theme of the essay. From the first line, you want to point your reader in the general direction (but, of course, without telling them everything).
try to get the most meaningful and impacting words at the beginning of any link, sentence, or paragraph.
Ben Hunt • Convert!: Designing Web Sites to Increase Traffic and Conversion
The secret of a great headline is one that connects emotionally with the person who represents your perfect prospect. A well-written headline targets people emotionally, usually around either a fear or a desire. You headline targets either something they’re scared of or something they really want . . . and it does so on an emotional level.