Every good news story starts with a hook, and your sales page will also want to implement this technique. A hook can be one or two sentences that really grab the imagination and attention of the reader. There is a real art to creating effective hooks, but mainly it is something that will cause the reader to pause slightly and that will trigger an emotional response. If the hook is effective, it does just what its namesake says: It hooks the reader into reading the rest of your sales page.