And I feel bad for the first line of my LinkedIn post.

It carries a heavy burden. The job of the first line is to get attention. If you don’t grab their attention, you lose them forever.

This pushes us towards desperation. Clever hooks. Click-bait. Aggressive hooks.

What if we didn’t have to worry about the cold audience, though?

The antidote to this is ‘frequency’. What if we kept showing up regularly for a tiny audience? What if people consumed your content not because of the hook but because it came from you?

We open an email from Seth Godin because it’s written by Seth Godin, not because of the hook.