Been thinking about this a lot lately. A hook that kills it in a longform sales page feels completely wrong dropped into a short email subject line, and vice versa. The mechanics seem obvious when you say it out loud but the execution is where it gets weird. Like, a curiosity gap hook works differently when someone has 3 seconds versus 3 minutes. The reader's state of mind going in is totally different. Someone opening an email is suspicious by default. Someone who clicked into a sales page already made a small commitment. That changes everything about how you open. What trips me up is when a client hands you copy that started as one format and wants it adapted into another. The instinct is to keep the hook because it tested well, but a hook is not a portable object you just drop somewhere else. It grew out of that specific context. Curious if anyone has a reliable way to diagnose whether a hook needs a full rewrite versus just reshaping. Some of mine feel like they have bones worth keeping, others are basically junk once you change the format. Never found a clean rule for telling the difference early enough to save time.   submitted by   /u/Embarrassed_Rip_7532 [link]   [comments]