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Crafting the perfect hook We are all storytellers. It's how our brains are wired... We think in stories and therefore, we know when a good one is about to start. So when writing a good storytelling hook, the most powerful stories start at 2 points... 1. An information gap - where the payoff has been almost completely revealed, but with missing information, that we become desperate to know. 2. Sudden or unexpected change - our interest suddenly becomes peaked when something rapidly turns into som
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