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.

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