So what makes a great hook? How do you know at the end of your creative process where you've been through the journeys that we've talked through, you've been through that five stage process? How do you evaluate if that hook is great, there's three questions that I think you can ask yourself just to check in just to make sure that it's doing what it should do. And those questions are, first of all, is your y baked in to the hook? And what I mean by that is, is your purpose, the whole reason you do what you do? Why you get up in the morning, all those great things?

Is that coming through in your hook, if it is, then you're in good shape, if it's not, then make sure you get that in there because that person element is really, really powerful. Secondly, does it solve a very real customer problem, it absolutely has to in order for your hook to be relevant to your customers. It needs to be the bit that takes away the pain, they've got a problem and your business, your product, your service is the solution. It needs to be absolutely grounded in the truth here. If it doesn't, then I would go back and suggest talking to your customers or your prospect customers and understand what their problems are. And just double check if your business your brand, your service is solving that problem.

The third thing to ask yourself, Well, actually, it's three things in one here is our three old favorites here. Is it distinctive? Is it differentiating? And is it motivating? is it helping you stand out from the crowd? Is it creating clear light between you and the competition in terms of differentiation?

And is it motivating enough to make someone act off the back of it? I think if you can ask yourself those three questions and be honest about the answers and maybe get someone else in to help you with it, and I think you'll be in good shape. So Is your wife baked in? does it solve a customer problem? And finally, is it distinctive, differentiating and motivating. I hope you found that useful.

I'll see you again in another lesson.