🏔️ Hook, Line, and Sinker 🎣

Hi friend,

Lance here. Today I’ve got a super simple content framework to ensure you’re capturing the attention of your audience.

Back in late September I got in the Pere Marquette River for salmon fishing…

I do this trip every year with some friends and love reminiscing about it so much that I usually work it into a couple of these emails.

So, you’re getting a fishing analogy + framework today.

🚨 The Problem

Content is like fishing in the sense that you’re tossing something shiny into the feed or onto the web, hoping someone bites.

But too often there’s no story, no tension, no reason to keep reading. You’re hoping to catch someone with an empty hook.

The result? No bites.

🏃 Activity

Next time you write a post, email, or ad, try this: Hook, Line, and Sinker.

1. The Hook (Stop the scroll)

   Say what your audience feels but can’t quite articulate.

   Use one sentence that makes them pause and think, “That’s me.”

2. The Line (Reel them in)

   This is your story. But not just any story. One with conflict and consequence.

   Use the “but” and “therefore” structure to build tension and resolution.

   I wanted this… but then this happened… therefore I learned this.

3. The Sinker (Get in position for action)

   Give them something to do. It doesn’t have to be “buy now” or “contact us” Just a next step: read, share, save, subscribe.
   The point is action.

Pro Tip: Copy this process and add it to a prompt to workshop.

📝 Output

A simple framework for content and copy that resonates:

• Hook: Emotion and curiosity
• Line: Conflict and story
• Sinker: Action and conversion

📈 Outcome

• Your message doesn’t float by unnoticed. It pulls people in.
• You stop shouting into the water and start catching real attention, trust, and engagement.
• You actually say something that your audience can meaningfully connect with.

Want a fishing guide to help you reel in more opportunities?

Let’s chat to see if you’d be a good fit for working with Avalanche, where we take ownership of your website’s performance and build the trust signals that make you the clear choice where your customers search.