The goal of good writing?

0:00The greatest advertiser of our generation, David Ogilvy, said, "Once you've written your headline, you've spent 80 cents of your advertising dollar." In a day of Twitter threads, YouTube, Reels, everyone's trying to nail the hook, but most people don't even know how to define it. A hook is the combination of the topic, the headline, and the format that you display your message that increases the likelihood that someone will engage with your content. If someone does not want to engage with the hook, they will not read past that or listen or watch past that. All of your attention should be going towards the first impression. That is ultimately the biggest lever on how many people will ultimately consume your stuff.