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Product marketers and copywriters often talk about “the hook”. But never disclose the real secret: “the bait”. 🎣 In today’s “attention economy” you have to have something that gets their attention. And that’s the problem. No, I literally mean “the problem”.

24/3/25, 6:46 pm0 reposts0 likes

Chris Handy

@chrishandy.com

24 Mar 2025

If you aren’t highlighting a PROBLEM (with a capital P) that you intend to solve at the very top of your messaging framework, you might be fishing without bait.