We all know that having a killer hook is becoming a near necessity (especially in the more competitive markets, where the same claims are made over and over)...

So, if you're trying to break into a market (let's say with an info-product), how would you go about making sure you End-Up with a product that has a hook you can use?

Of course there are two ways this could go:

You do the content aggregation yourself (ie. hit the books!)

Or...you seek out an expert. (but how do you make sure your chosen expert has that hidden human interest STORY...that shocking, titalating piece of the story behind him, that will become that killer hook?)

Love to hear your ideas,
Cory

If that expert has a journalism background, you might get that hook. If they have a copywriting background, you'll probably get the hook.

The problem is that you may have to dig a bit to get anything interesting. From Roofers to electricians, I find the stories are there.

That's easy. Just ask for samples of their work. That's really the true litmus test. "If you want to see where someone is going, just look at where they've been in the past!"

When all else fails, I follow John Carlton's advice and resort to "Star-Story-Solution"