Chapter 1
What Is an Angle (Really)?
An angle is the core belief that makes someone take action.
An Angle Is...
The core belief that makes someone take action
An Angle Is NOT
Hook
Headline
Format
Visual
Examples of Angles
"This saves me time every day"
Efficiency
"Everyone like me is already using this"
Social Proof
"This removes a risk I'm worried about"
Risk Reduction
"This is better than what I'm doing"
Alternative
The question every angle answers:
"Why should I care right now?"
Quick Check
What is an angle?
Key Takeaway
Angles live before creatives exist. Creatives are just expressions of an angle.