On the inside view
Everybody is the model train guy
You can't find the hook in your own thing, and it isn't because you're not smart. It's because you're standing inside it.
Brandon George · Atlanta · Filed as I go
Dispatches
Short pieces on how attention actually works. What a reporter is really doing when they ignore you. Why good things stay invisible. The occasional teardown of a campaign that earned its coverage.
Filed irregularly. Nothing to sign up for. Take what you can use. · RSS
The tool
Hook Check
Fourteen questions that tell you whether you have a story before you spend a dollar telling it. Answer them honestly and it hands you your headline. Or it tells you to go back and change the thing.
Free, no signup, works with the JavaScript off, prints on one page.
These come out when there's something worth saying, not on a schedule. If you'd rather have the whole method at once, that's Good Press. The receipts underneath it are the Fights.