The Baited Hook

The purpose of the hook in lead generation, is to make sure the reader keeps reading. This is achieved by pre-announcing something interesting. In other words, it's achieved by baiting the hook. Here's how it's done...

Notice that last sentence? I offered to tell you something useful, and used ellipses (...) to imply you'd find it at the beginning of the next sentence.

Don't over use them. I suggest no more than one per page. And make sure you use it where it's most effective. The start of your ad should be interesting in and of itself, so probably isn't the best place to use a hook.