When I first started learning copywriting, I was taught to “find the best hook” and focus on the strongest angle—always.
You know…
The biggest pain and desire.
But the more I write, the more I discover how unrealistic this is.
Because when you get a copy critique… and the coach is reviewing just one email… it makes sense to highlight the strongest angle.
But –
I’m not writing ONE email for my client.
I’m writing—on average 40~50 emails every month.
Imagine talking about the same angle… using the same hook… 365 days a year. Good luck with your churn rate.
This is why context matters.
If you’re creating a webinar… a VSL… find the strongest hook.
But if you’re writing emails, you should ALSO be testing new hooks…
…even questionable ones
…and it’s OKAY to bomb every once in a while.
To give you an example:
For my latest client launch, I wrote 15 emails—testing 15 different angles.
I have TWO flops.
But I found FIVE winners.
Not a bad deal.
To be continued…
– WYH
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