One of the tenets of good copywriting is that you must have a strong "hook." Something to grab the reader's attention and keep them reading. At least, that's advice you commonly hear. But what is a "hook", exactly, and is using one the best or only way to get attention? My guest today has a problem with the concept of the "hook," and he's here to tell us why. Derek Pollard is the owner of Constellar Creative, a marketing and thought leadership agency for financial planners. Derek is also a highly acclaimed and published poet and has taught writing at the university level for many years. The B2B Content Show is brought to you by Connversa, helping you create a month's worth of difference-making content in 60 minutes. Hosted on Acast. See acast.com/privacy for more information.