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Hook, Line, and Sinker: A Model for Crafting Successful, Viral Content

Despite studying content that overachieves for years, it’s only in the past few months that I’ve stumbled into a mental model I’ve called: Hook, Line, and Sinker. My goal here is to broadly encapsulate *why* overachieving content pieces hit their mark, and why similar, but underperforming pieces miss.
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First: when we talk about “content,” we’re talking about all kinds of…

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