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”.

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.