Hooks are overrated. They are important, yes. But over-rated.

I would still read a tweet from my wife or an email from my boss, even if the hook is weak.

Showing up consistently, however, is underrated.

When we show up daily to help our audience, we build trust. Hooks start mattering less.

I think it was Ann Handley who once said, “The sender of the email matters much more than the subject line”.