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 Laura Pennington’s own story, so none of them promise the reader an income.
You haven’t created your hoplink yet. Make it once and every email, banner and image on these pages will carry it.
Warm lists and followers who like a personal story. Works for email, Facebook and video.
The idea
Laura’s friend Shelly told her she wrote great emails and always got her work done on time. Laura thought it was a strange pair of compliments, until she realised those two things are what clients online pay for.
Three opening lines
Laura Pennington’s friend Shelly said two things about her over coffee, and one of them was about her emails.
A friend told a worn-out teacher she wrote great emails, and Laura had no idea yet what that remark was worth.
What Shelly noticed about Laura’s emails over one cup of coffee became the start of a whole new career.
Sends to: Video sales letter (recommended)
The video tells the coffee-shop story in Laura’s own words, so it carries on where the hook stops.
Parents, especially mums, and anyone whose job keeps them away from home.
The idea
In 2011 Laura left for work at 5:30 every morning, before her kids were dressed, and worked 16-hour days as a teacher. Writing for clients online gave her those mornings back.
Three opening lines
Every morning at 5:30, Laura Pennington got into her car while her husband was still in bed.
Laura used to leave for work before her kids were dressed, until one phone call from a friend started to change that.
A Baltimore teacher working 16-hour days found a way to be home when her kids woke up, and it started with her emails.
Sends to: Video sales letter (recommended)
Laura tells the whole morning-routine story in the video, including what changed.
Anyone who thinks they are “not a writer”. Broad lists, social posts and short videos.
The idea
Laura says natural writing, like an email to a friend or a few sentences on Facebook, is often good enough for clients. Most readers already have that skill, and the course shows them where clients will pay for it.
Three opening lines
If you can write an email to a friend, Laura Pennington says you already have the main skill clients pay for.
The way you write to friends is closer to paid writing than most people would guess.
Laura Pennington has no writing degree, and she says the emails you already write are enough to start a writing income.
Sends to: Sales letter with video
The letter with video quotes Laura’s “email to a friend” line early on, so readers find the payoff straight away.
Side-income and money-saving audiences who have tried the usual online schemes.
The idea
Laura tried paid surveys, mystery shopping and gift-card contests before she found writing. Her free report shows what freelancers can make, which is the natural next step for this reader.
Three opening lines
Laura tried paid surveys, mystery shopping and gift-card contests before she found the thing that worked.
After a run of side hustles that never paid off, Laura found her answer in something she was already doing every day.
Paid surveys left Laura embarrassed and no better off, and the free report on her site is about the work that finally paid her.
Sends to: Free report page
A free report is an easy first click for people who have been let down before. Nobody is asked to buy.
Shift workers, parents and carers who are tired of rigid hours.
The idea
Laura puts it this way: there’s no “showing up on time”, only “deliver on time”. She usually sets the deadline, and she can charge extra for a rush job.
Three opening lines
In Laura’s job nobody cares what time you show up, as long as the work arrives when you said it would.
Laura usually sets her own deadlines, and when a client wants a rush job, she charges extra for it.
What would change in your week if you were the one who set the deadline?
Sends to: Sales letter with video
The letter with video covers Laura’s working day in detail, which is what this reader wants to see.
Teachers, nurses, office staff and career changers, including people later in their working life.
The idea
In 2011 Laura was a burned-out inner-city teacher in Baltimore with paperwork stacked two feet high. The habits Shelly spotted in her, great emails and work always done on time, became what clients paid her for.
Three opening lines
In 2011, Laura Pennington was a Baltimore teacher working 16 hours a day, with paperwork stacked two feet high around her.
A teacher with no writing degree landed her first freelance client three days after she set up her profile.
What made Laura good at her teaching job turned out to be worth money to clients online.
Sends to: Written sales letter
Career changers tend to read carefully, so the written letter suits them, and they can forward it.
Sceptical readers who have been let down by work-from-home offers.
The idea
Laura bought the PDFs and watched the videos, then found that making them pay meant spending more money or pulling in friends and family. What she teaches is client work, where a business needs words written and pays you to write them.
Three opening lines
Laura bought the PDFs and watched the videos, and only then found out the catch: spend more money or pull in friends and family.
If a work-from-home offer ever asked you to sign up your friends, Laura’s story will sound familiar.
Laura Pennington is still angry about the scams she fell for before she found freelance writing.
Sends to: Video sales letter (recommended)
Laura speaks about the scams herself in the video, and the 60-day guarantee is shown on the page.
