Copywriting Hooks The method A hook's only job is to make the reader want sentence 2. Voice, structure, formatting, all of it, follow from that one job. What makes a reader want sentence 2 is one of five levers : 1. Open a gap. Pose something incomplete that the reader needs to close. Curiosity gap, question, open loop. 2. Break a prediction. State something that violates the reader's prior. Contrarian, definition reversal, surprising statistic. 3. Drop into a scene. Load sensory or specific detail that builds a vivid frame. In medias res, concrete detail, time anchor. 4. Promise a payoff. Na…