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Hooks and Angles

Pick the angle that fits the people you talk to, then use one of its lines as a subject line, the first line of a post or the opening of a video. Each angle shows the page your link should go to and the ready-made swipes that go with it.

Hooks work best when the next line keeps the story going, so let the email, post or video answer the question the hook raises. Every hook here is built on Lindsay Lake's own story and claims, so none of them promise the reader a bestseller or an income.

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1

The quiet house

Who it suits
Warm lists and followers who enjoy a personal story. Email, Facebook and short video.
The idea
Lindsay was a single mum of three on a minimum-wage job when one quiet afternoon on the couch made her decide to finally write her novel.

Three opening lines

  1. Lindsay Lake was lying on the couch in a very quiet house when she made the decision that changed her life.
  2. After her husband left, Lindsay was raising three kids on her own, and the romance novel she had dreamed about since she was 16 was nowhere near finished.
  3. Her parents took the kids out for the afternoon, and Lindsay used the silence to make a decision.
Sends to: Written sales letter (recommended)

The written sales letter tells this part of Lindsay's story in her own words, so it carries on where the hook stops.

Pair it with: Emails: story seriesSocial posts

2

What, but not how

Who it suits
Writers who have bought writing books or courses and still haven't finished a novel.
The idea
Lindsay says every writing guru taught what to do and never how to do it. Her course is built around the how.

Three opening lines

  1. Every writing book Lindsay read told her what to do, and none of them showed her how.
  2. Lindsay read every writing guru she could find, and she still couldn't finish a book.
  3. If you've read the writing books and still can't finish a draft, Lindsay Lake thinks she knows why.
Sends to: Written sales letter (recommended)

The written letter is where Lindsay makes this complaint and then shows the techniques that answer it.

Pair it with: Emails: tried coursesSocial posts

3

The speed argument

Who it suits
Writing groups and writers who enjoy a debate. Facebook, YouTube and TikTok.
The idea
Lindsay says writing can be fast, and she adds her own warning that her 14 days is a romance pace. The argument itself is the hook.

Three opening lines

  1. Every time Lindsay Lake tells writers how fast she drafts a romance, she expects an argument.
  2. One romance author says her novels take her under 14 days, and she knows a lot of writers won't like hearing it.
  3. Can a good novel be written fast? Lindsay Lake says yes, with one big condition.
Sends to: Written sales letter (recommended)

Her quote and her caveat are on her home page, and the written letter makes her case for writing 5 times faster, so readers can judge the claim for themselves.

Pair it with: Emails: controversialSocial posts

4

Two years without an ending

Who it suits
Fantasy, sci fi and genre writers, and anyone with a stalled manuscript.
The idea
Jackson, as Lindsay tells it, spent over two years stuck on the ending of his fantasy novel. She says her Twisted Climax Technique got him there in three days.

Three opening lines

  1. Jackson spent over two years looking for the ending to his fantasy novel.
  2. A fantasy writer called Jackson had his whole story worked out apart from the ending, until Lindsay Lake gave him one technique.
  3. What would you do if the last chapter of your novel had been missing for two years?
Sends to: Written sales letter (recommended)

Jackson's story is told on the written letter, next to the technique he used.

Pair it with: Emails: Twisted ClimaxSocial posts

5

The swampy middle

Who it suits
Writers part-way through a draft, including November novel-in-a-month writers.
The idea
A lot of drafts stall somewhere in the middle. Lindsay's Tidal Wave Technique is for the moment you hit a wall.

Three opening lines

  1. Chapter nine is where a lot of novels quietly get abandoned.
  2. The opening was easy and the ending is clear, so why has the middle of your book stopped moving?
  3. Lindsay Lake has a technique for the exact point where a lot of writers give up on a draft.
Sends to: Written sales letter (recommended)

The letter describes the Tidal Wave Technique in Lindsay's words, which is what a stuck writer wants to read.

Pair it with: Emails: the middleSocial posts

6

The blank screen

Who it suits
Anyone who wants to write and keeps not starting. Broad lists and social posts.
The idea
Lindsay spent years staring at a blank screen. The first technique in her course, the Clarity Momentum Formula, is aimed at getting started.

Three opening lines

  1. You make a cup of tea, open the document, and an hour later the word count still hasn't moved.
  2. Lindsay Lake spent years staring at a blank screen before she found a way past it.
  3. The first technique in Lindsay's course is for the moment before you've typed a single word.
Sends to: Written sales letter (recommended)

The written letter tells of Lindsay's blank-screen years, so readers recognise themselves straight away.

Pair it with: Emails: blank screenSocial posts

7

Plotter or pantser

Who it suits
Writing communities, YouTube writing channels and anyone who enjoys craft talk.
The idea
Lindsay says most authors make one deadly mistake when they plan. Her Fruition Tree outline is what she credits for her 14-day draft.

Three opening lines

  1. Do you plan your novel chapter by chapter, or sit down and see where it goes? Lindsay Lake has a strong view, and it starts with a mistake she calls deadly.
  2. There's one planning mistake Lindsay says most authors make, and it might explain your last abandoned draft.
  3. Lindsay credits one outline method for finishing the first draft of her romance novel in 14 days.
Sends to: Written sales letter (recommended)

The letter names the Fruition Tree and the mistake it avoids, so the reader gets the payoff quickly.

Pair it with: Emails: Fruition TreeSocial posts

8

Learn it in the car

Who it suits
Busy parents and commuters who say they have no time to read.
The idea
The whole course comes as an audio edition too, and Lindsay's own big idea arrived on the school run.

Three opening lines

  1. Lindsay Lake's big idea arrived while she was driving her kids to school.
  2. This writing course comes as 15 audio tracks you can play on the drive to work, for anyone who says they have no time to read.
  3. Raising three kids alone, Lindsay found the answer to her writing problems on the morning drive to school.
Sends to: Written sales letter (recommended)

The written letter tells her school-run story and lists the audio edition among the bonuses.

Pair it with: Emails: no timeSocial posts

9

Your book in your hands

Who it suits
Readers who have always wanted to publish something, and self-publishing communities.
The idea
The course goes past the last chapter: the Publishing Power Pack, the Blurb Generator and a Kindle self-publishing bonus.

Three opening lines

  1. Imagine a delivery box on your doormat with a printed copy of your own novel inside.
  2. Lindsay's course carries on after "The End", right through the blurb and the publishing.
  3. Lindsay Lake has a tool for the few lines on the back of your book that decide whether a browser buys it.
Sends to: Written sales letter (recommended)

The publishing tools and the Kindle bonus are all listed on the written letter.

Pair it with: Emails: publishingSocial posts

10

Over 50 books under other names

Who it suits
Curious readers and book lovers who may never have thought about writing.
The idea
Lindsay has her own romance series and says she has written over 50 bestsellers under pen names as a contract writer.

Three opening lines

  1. Most of the 50-plus bestsellers Lindsay Lake says she has written came out under other names.
  2. You may have read one of Lindsay's books without ever seeing her name on it.
  3. A romance author who says she has written under many different pen names has put her method into a course.
Sends to: Written sales letter (recommended)

The written letter covers her contract-writing background and her own series, Hideaway of Desires.

Pair it with: Emails: pen namesSocial posts

11

Characters that stay with you

Who it suits
Book clubs, reader lists and writers who love character work.
The idea
Lindsay builds characters with her Character Design Pyramid, and a bonus guide covers dynamic, engaging characters.

Three opening lines

  1. Is there a character from an old favourite book who still feels like someone you once knew?
  2. Some characters stay with readers for years, and Lindsay Lake builds hers on purpose.
  3. Lindsay has a name for the method behind characters readers can't forget.
Sends to: Written sales letter (recommended)

The letter describes the Character Design Pyramid and the characters bonus guide.

Pair it with: Emails: charactersSocial posts

Turn a hook into a promotion

Social PostsFinished posts and video scripts for Facebook, Instagram, YouTube and TikTok. EmailsReady-made emails to send to your list. Ad CopyNewsletter, solo ad, Facebook and Instagram ad copy.
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