General
This website (the "SITE") is owned and operated by Aidan Bruhl ("COMPANY," "we," or "us"). For purposes of these Terms of Service, the term "SITE, SITES" includes this website (www.aidanbruhl.com), any related membership platforms operated by or on behalf of the COMPANY, and any other websites, domains, or web properties owned, controlled, or operated by the COMPANY, whether now existing or hereafter developed. By using the SITE, you agree to be bound by these Terms of Service and to use the SITE in accordance with these Terms of Service, our Privacy Policy, our Refund Policy, and any additional terms and conditions that may apply to specific sections of the SITE or to products and services available through the SITE or from the COMPANY. Accessing the SITE, in any manner, whether automated or otherwise, constitutes use of the SITE and your agreement to be bound by these Terms of Service.
We reserve the right to change these Terms of Service or to impose new conditions on use of the SITE, from time to time, in which case we will post the revised Terms of Service on this website. By continuing to use the SITE after we post any such changes, you accept the Terms of Service, as modified.
Intellectual Property Rights
Our Limited License to You. This SITE and all the materials available on the SITE are the property of us and/or our affiliates or licensors, and are protected by copyright, trademark, and other intellectual property laws. The SITE is provided solely for your personal noncommercial use. You may not use the SITE or the materials available on the SITE in a manner that constitutes an infringement of our rights or that has not been authorized by us. More specifically, unless explicitly authorized in these Terms of Service or by the owner of the materials, you may not modify, copy, reproduce, republish, upload, post, transmit, translate, sell, create derivative works, exploit, or distribute in any manner or medium (including by email or other electronic means) any material from the SITE.
Our Limited License to You. By posting or submitting any material (including, without limitation, comments, blog entries, Facebook postings, photos and videos) to us via the SITE, internet groups, social media venues, or to any of our staff via email, text or otherwise, you are representing: (i) that you are the owner of the material, or are making your posting or submission with the express consent of the owner of the material; and (ii) that you are thirteen years of age or older. You acknowledge that COMPANY has the right but not the obligation to use and display any postings or contributions of any kind and that COMPANY may elect to cease the use and display of any such materials (or any portion thereof), at any time for any reason whatsoever.
Limitations on Linking and Framing. You may establish a hypertext link to the SITE so long as the link does not state or imply any sponsorship of your site by us or by the SITE. However, you may not, without our prior written permission, frame or inline link any of the content of the SITE, or incorporate into another website or other service any of our material, content or intellectual property.
Disclaimers
Throughout the SITE, we may provide links and pointers to Internet sites maintained by third parties. Our linking to such third-party sites does not imply an endorsement or sponsorship of such sites, or the information, products or services offered on or through the sites. In addition, neither we nor affiliates operate or control in any respect any information, products or services that third parties may provide on or through the SITE or on websites linked to by us on the SITE.
If applicable, any opinions, advice, statements, services, offers, or other information or content expressed or made available by third parties, including information providers, are those of the respective authors or distributors, and not COMPANY. Neither COMPANY nor any third-party provider of information guarantees the accuracy, completeness, or usefulness of any content. Furthermore, COMPANY neither endorses nor is responsible for the accuracy and reliability of any opinion, advice, or statement made on any of the SITES by anyone other than an authorized COMPANY representative while acting in his/her official capacity.
THE INFORMATION, PRODUCTS AND SERVICES OFFERED ON OR THROUGH THE SITE AND BY COMPANY AND ANY THIRD-PARTY SITES ARE PROVIDED "AS IS" AND WITHOUT WARRANTIES OF ANY KIND EITHER EXPRESS OR IMPLIED. TO THE FULLEST EXTENT PERMISSIBLE PURSUANT TO APPLICABLE LAW, WE DISCLAIM ALL WARRANTIES, EXPRESS OR IMPLIED, INCLUDING, BUT NOT LIMITED TO, IMPLIED WARRANTIES OF MERCHANTABILITY AND FITNESS FOR A PARTICULAR PURPOSE. WE DO NOT WARRANT THAT THE SITE OR ANY OF ITS FUNCTIONS WILL BE UNINTERRUPTED OR ERROR-FREE, THAT DEFECTS WILL BE CORRECTED, OR THAT ANY PART OF THIS SITE, INCLUDING BULLETIN BOARDS, OR THE SERVERS THAT MAKE IT AVAILABLE, ARE FREE OF VIRUSES OR OTHER HARMFUL COMPONENTS.
WE DO NOT WARRANT OR MAKE ANY REPRESENTATIONS REGARDING THE USE OR THE RESULTS OF THE USE OF THE SITE OR MATERIALS ON THIS SITE OR ON THIRD-PARTY SITES IN TERMS OF THEIR CORRECTNESS, ACCURACY, TIMELINESS, RELIABILITY OR OTHERWISE.
You agree at all times to defend, indemnify and hold harmless COMPANY its affiliates, their successors, transferees, assignees and licensees and their respective parent and subsidiary companies, agents, associates, officers, directors, shareholders and employees of each from and against any and all claims, causes of action, damages, liabilities, costs and expenses, including legal fees and expenses, arising out of or related to your breach of any obligation, warranty, representation or covenant set forth herein.
Online Commerce
Certain sections of the SITE may allow you to purchase many different types of products and services online that are provided by third parties. We are not responsible for the quality, accuracy, timeliness, reliability or any other aspect of these products and services. If you make a purchase from a merchant on the SITE or on a site linked to by the SITE, the information obtained during your visit to that merchant's online store or site, and the information that you give as part of the transaction, such as your credit card number and contact information, may be collected by both the merchant and us. A merchant may have privacy and data collection practices that are different from ours. We have no responsibility or liability for these independent policies. In addition, when you purchase products or services on or through the SITE, you may be subject to additional terms and conditions that specifically apply to your purchase or use of such products or services. For more information regarding a merchant, its online store, its privacy policies, and/or any additional terms and conditions that may apply, visit that merchant's website and click on its information links or contact the merchant directly. You release us and our affiliates from any damages that you incur, and agree not to assert any claims against us or them, arising from your purchase or use of any products or services made available by third parties through the SITE.
Your participation, correspondence or business dealings with any third party found on or through our SITE, regarding payment and delivery of specific goods and services, and any other terms, conditions, representations or warranties associated with such dealings, are solely between you and such third party. You agree that COMPANY shall not be responsible or liable for any loss, damage, or other matters of any sort incurred as the result of such dealings.
You agree to be financially responsible for all purchases made by you or someone acting on your behalf through the SITE. You agree to use the SITE and to purchase services or products through the SITE for legitimate, non-commercial purposes only. You also agree not to make any purchases for speculative, false or fraudulent purposes or for the purpose of anticipating demand for a particular product or service. You agree to only purchase goods or services for yourself or for another person for whom you are legally permitted to do so. When making a purchase for a third party that requires you to submit the third party's personal information to us or a merchant, you represent that you have obtained the express consent of such third party to provide such third party's personal information.
Interactive Features
This SITE may include a variety of features, such as bulletin boards, web logs, chat rooms, and email services, which allow feedback to us and real-time interaction between users, and other features which allow users to communicate with others. Responsibility for what is posted on bulletin boards, web logs, chat rooms, and other public posting areas on the SITE, or sent via any email services on the SITE, lies with each user - you alone are responsible for the material you post or send. We do not control the messages, information or files that you or others may provide through the SITE. It is a condition of your use of the Site that you do not:
(1) Restrict or inhibit any other user from using and enjoying the SITE.
(2) Use the SITE to impersonate any person or entity, or falsely state or otherwise misrepresent your affiliation with a person or entity.
(3) Interfere with or disrupt any servers or networks used to provide the SITE or its features, or disobey any requirements, procedures, policies or regulations of the networks we use to provide the SITE.
(4) Use the SITE to instigate or encourage others to commit illegal activities or cause injury or property damage to any person.
(5) Gain unauthorized access to the SITE, or any account, computer system, or network connected to this SITE, by means such as hacking, password mining or other illicit means.
(6) Obtain or attempt to obtain any materials or information through any means not intentionally made available through this SITE.
(7) Use the SITE to post or transmit any unlawful, threatening, abusive, libelous, defamatory, obscene, vulgar, pornographic, profane or indecent information of any kind, including without limitation any transmissions constituting or encouraging conduct that would constitute a criminal offense, give rise to civil liability or otherwise violate any local, state, province, national or international law.
(8) Use the SITE to post or transmit any information, software or other material that violates or infringes upon the rights of others, including material that is an invasion of privacy or publicity rights or that is protected by copyright, trademark or other proprietary right, or derivative works with respect thereto, without first obtaining permission from the owner or rights holder.
(9) Use the SITE to post or transmit any information, software or other material that contains a virus or other harmful component.
(10) Use the SITE to post, transmit or in any way exploit any information, software or other material for commercial purposes, or that contains advertising.
(11) Use the SITE to advertise or solicit to anyone to buy or sell products or services, or to make donations of any kind, without our express written approval.
(12) Gather for marketing purposes any email addresses or other personal information that has been posted by other users of the SITE.
COMPANY may host message boards, chats and other private/public forums on its SITES and on other platforms. Any user failing to comply with the terms and conditions of this Agreement may be expelled from and refused continued access to, the message boards, groups, chats or other such forums in the future. COMPANY or its designated agents may remove or alter any user-created content at any time for any reason. Message boards, chats and other public forums are intended to serve as discussion centers for users and subscribers. Information and content posted within these public forums may be provided by COMPANY staff, COMPANY's outside contributors, or by users not connected with COMPANY, some of whom may employ anonymous usernames. COMPANY expressly disclaims all responsibility and endorsement and makes no representation as to the validity of any opinion, advice, information or statement made or displayed in these forums by third parties, nor are we responsible for any errors or omissions in such postings, or for hyperlinks embedded in any messages. Under no circumstances will we, our affiliates, suppliers or agents be liable for any loss or damage caused by your reliance on information obtained through these forums. The opinions expressed in these forums are solely the opinions of the participants, and do not reflect the opinions of COMPANY or any of its subsidiaries or affiliates.
COMPANY has no obligation whatsoever to monitor any of the content or postings on the message boards, chat rooms or other public forums on the SITES. However, you acknowledge and agree that we have the absolute right to monitor the same at our sole discretion. In addition, we reserve the right to alter, edit, refuse to post or remove any postings or content, in whole or in part, for any reason and to disclose such materials and the circumstances surrounding their transmission to any third party in order to satisfy any applicable law, regulation, legal process or governmental request and to protect ourselves, our clients, sponsors, users and visitors.
Registration
To access certain features of the SITE, we may ask you to provide certain demographic information including your gender, year of birth, zip code and country. In addition, if you elect to sign-up for a particular feature of the SITE, such as chat rooms, web logs, or bulletin boards, you may also be asked to register with us on the form provided and such registration may require you to provide personally identifiable information such as your name and email address. You agree to provide true, accurate, current and complete information about yourself as prompted by the SITE's registration form. If we have reasonable grounds to suspect that such information is untrue, inaccurate, or incomplete, we have the right to suspend or terminate your account and refuse any and all current or future use of the SITE (or any portion thereof). Our use of any personally identifiable information you provide to us as part of the registration process is governed by the terms of our Privacy Policy.
Passwords
To use certain features of the SITE, you will need a username and password, which you will receive through the SITE's registration process. You are responsible for maintaining the confidentiality of the password and account, and are responsible for all activities (whether by you or by others) that occur under your password or account. You agree to notify us immediately of any unauthorized use of your password or account or any other breach of security, and to ensure that you exit from your account at the end of each session. We cannot and will not be liable for any loss or damage arising from your failure to protect your password or account information.
Limitation of Liability
UNDER NO CIRCUMSTANCES, INCLUDING, BUT NOT LIMITED TO, NEGLIGENCE, SHALL WE, OUR SUBSIDIARY AND PARENT COMPANIES OR AFFILIATES BE LIABLE FOR ANY DIRECT, INDIRECT, INCIDENTAL, SPECIAL OR CONSEQUENTIAL DAMAGES THAT RESULT FROM THE USE OF, OR THE INABILITY TO USE, THE SITE, INCLUDING OUR MESSAGING, BLOGS, COMMENTS OF OTHERS, BOOKS, EMAILS, PRODUCTS, OR SERVICES, OR THIRD-PARTY MATERIALS, PRODUCTS, OR SERVICES MADE AVAILABLE THROUGH THE SITE OR BY US IN ANY WAY, EVEN IF WE ARE ADVISED BEFOREHAND OF THE POSSIBILITY OF SUCH DAMAGES. (BECAUSE SOME STATES and/or PROVINCES DO NOT ALLOW THE EXCLUSION OR LIMITATION OF CERTAIN CATEGORIES OF DAMAGES, THE ABOVE LIMITATION MAY NOT APPLY TO YOU. IN SUCH STATES and/or PROVINCES, OUR LIABILITY AND THE LIABILITY OF OUR SUBSIDIARY AND PARENT COMPANIES OR AFFILIATES IS LIMITED TO THE FULLEST EXTENT PERMITTED BY THE LAW OF SUCH STATE and/or PROVINCE.) YOU SPECIFICALLY ACKNOWLEDGE AND AGREE THAT WE ARE NOT LIABLE FOR ANY DEFAMATORY, OFFENSIVE OR ILLEGAL CONDUCT OF ANY USER. IF YOU ARE DISSATISFIED WITH THE SITE, ANY MATERIALS, PRODUCTS, OR SERVICES ON THE SITE, OR WITH ANY OF THE SITE'S TERMS AND CONDITIONS, YOUR SOLE AND EXCLUSIVE REMEDY IS TO DISCONTINUE USING THE SITE AND THE PRODUCTS, SERVICES AND/OR MATERIALS.
THIS SITE IS CONTINUALLY UNDER DEVELOPMENT AND COMPANY MAKES NO WARRANTY OF ANY KIND, IMPLIED OR EXPRESS, AS TO ITS ACCURACY, COMPLETENESS OR APPROPRIATENESS FOR ANY PURPOSE.
WITH REGARDS TO FINANCIAL CONTENT ON THE SITE:
NEITHER COMPANY NOR ITS OWNERS, OFFICERS, DIRECTORS, EMPLOYEES, SUBSIDIARIES, AFFILIATES, LICENSORS, SERVICE PROVIDERS, CONTENT PROVIDERS AND AGENTS ARE FINANCIAL ADVISERS AND NOTHING CONTAINED ON THE SITE IS INTENDED TO BE OR TO BE CONSTRUED AS FINANCIAL ADVICE.
COMPANY IS NOT AN INVESTMENT ADVISORY SERVICE, IS NOT AN INVESTMENT ADVISER, AND DOES NOT PROVIDE PERSONALIZED FINANCIAL ADVICE OR ACT AS A FINANCIAL ADVISOR. THIS SITE EXISTS FOR EDUCATIONAL PURPOSES ONLY, AND THE MATERIALS AND INFORMATION CONTAINED HEREIN ARE FOR GENERAL INFORMATIONAL PURPOSES ONLY.
THE EDUCATION AND INFORMATION PRESENTED HEREIN IS INTENDED FOR A GENERAL AUDIENCE AND DOES NOT PURPORT TO BE, NOR SHOULD IT BE CONSTRUED AS, SPECIFIC ADVICE TAILORED TO ANY INDIVIDUAL. YOU ARE ENCOURAGED TO DISCUSS ANY OPPORTUNITIES WITH YOUR ATTORNEY, ACCOUNTANT, FINANCIAL PROFESSIONAL OR OTHER ADVISOR.
The information contained in this program (including but not limited to content in any format) is based on sources and information reasonably believed to be accurate as of the time it was recorded or created. However, this material deals with topics that are constantly changing and are subject to ongoing changes related to technology and the market place as well as legal and related compliance issues. Therefore, the completeness and current accuracy of the materials cannot be guaranteed. These materials do not constitute legal, compliance, financial, tax, accounting, or related advice.
The end user of this information should therefore use the contents of this program and the materials as a general guideline and not as the ultimate source of current information and when appropriate the user should consult their own legal, accounting or other advisors.
Any case studies, examples, illustrations cannot guarantee that the user will achieve similar results. In fact, your results may vary significantly and factors such as your market, personal effort and many other circumstances may and will cause results to vary.
THE INFORMATION PROVIDED IN THIS PRODUCT IS SOLD AND PROVIDED ON AN “AS IS” BASIS. COMPANY DOES NOT PROMISE OR GUARANTEE ANY INCOME OR PARTICULAR RESULT FROM YOUR USE OF THE INFORMATION CONTAINED HEREIN.THOSE RESULTS ARE YOUR RESPONSIBILITY AS THE END USER OF THE PRODUCT. (SOME STATES and/or PROVINCES DO NOT ALLOW LIMITED WARRANTIES, SO THIS MAY NOT APPLY TO YOU.) IN PARTICULAR, COMPANY SHALL NOT BE LIABLE TO USER OR ANY OTHER PARTY FOR ANY DAMAGES, OR COSTS, OF ANY CHARACTER INCLUDING BUT NOT LIMITED TO DIRECT OR INDIRECT, CONSEQUENTIAL, SPECIAL, INCIDENTAL, OR OTHER COSTS OR DAMAGES, IN EXCESS OF THE PURCHASE PRICE OF THE PRODUCT OR SERVICES. THESE LIMITATIONS MAY BE AFFECTED BY THE LAWS OF PARTICULAR STATES, PROVINCES AND JURISDICTIONS AND AS SUCH MAY BE APPLIED IN A DIFFERENT MANNER TO A PARTICULAR USER.
Termination
We may cancel or terminate your right to use the SITE or any part of the SITE at any time without notice. In the event of cancellation or termination, you are no longer authorized to access the part of the SITE affected by such cancellation or termination. The restrictions imposed on you with respect to material downloaded from the SITE, and the disclaimers and limitations of liabilities set forth in these Terms of Service, shall survive.
Termination Upon Threat of Legal Action
If a customer threatens or initiates legal action against COMPANY, its affiliates, officers, directors, employees, contractors, agents, licensors, or suppliers, COMPANY reserves the right, in its sole discretion, to immediately suspend or terminate such customer’s account and subscription, without notice, and to cancel any further access to the COMPANY platform and services. Upon such termination, the customer shall not be entitled to any refund of fees previously paid, except as required by applicable law.
Shipping
For all domestic shipping (within the United States) we use USPS Media Mail shipping. The typical time in transit is 5 to 7 business days. We will put your book in the mail within 1 to 2 business days.
For all international shipping (outside the United States) we use USPS First Class Mail International. The typical time in transit is 7 to 10 business days. We will put your book in the mail within 1 to 2 business days.
Refunds
For most physical products, we will give you a 100% refund within 30 days of your purchase, no questions asked. After 30 days, we do not offer refunds unless otherwise specified on the order page.
For certain knowledge products (such as books), we may offer a full refund guarantee for the purchase. If such is offered, it will be stated on the order page. If you are not satisfied for any reason after reading the book, you may return it to us to receive a one-hundred percent refund of your purchase price. In addition, subject to the conditions set forth on the order page, we will provide an additional payment to you ("Additional Refund Incentive"). The Additional Refund Incentive is contingent upon your completion of a brief multiple-choice questionnaire designed solely to verify that you have read the book. If you do not correctly answer this questionnaire, or if you fail to submit the book return in accordance with the instructions provided, you will not be eligible for the Additional Refund Incentive. We reserve the right to determine in our sole discretion whether the requirements for the Additional Refund Incentive have been met. This offer is limited to one refund and one Additional Refund Incentive per customer, household, or order, and we reserve the right to revoke or deny the Additional Refund Incentive in cases of suspected abuse, fraud, or bad faith.
We do not offer refunds for digital products.
Stripe - Payment Processor/Information
We use Stripe for payment, analytics, and other business services. Stripe collects identifying information about the devices that connect to its services. Stripe uses this information to operate and improve the services it provides to us, including for fraud detection. You can learn more about Stripe and read its privacy policy at https://stripe.com/privacy.
Other
The Digital Millennium Copyright Act of 1998 (the "DMCA") provides recourse for copyright owners who believe that material appearing on the Internet infringes their rights under the U.S. copyright law. If you believe in good faith that materials hosted by COMPANY infringe your copyright, you, or your agent may send to COMPANY a notice requesting that the material be removed or access to it be blocked. Any notification by a copyright owner or a person authorized to act on its behalf that fails to comply with requirements of the DMCA shall not be considered sufficient notice and shall not be deemed to confer upon COMPANY actual knowledge of facts or circumstances from which infringing material or acts are evident. If you believe in good faith that a notice of copyright infringement has been wrongly filed against you, the DMCA permits you to send to COMPANY a counter-notice. All notices and counter notices must meet the then current statutory requirements imposed by the DMCA; see http://www.loc.gov/copyright for details. COMPANY's Copyright Agent for notice of claims of copyright infringement or counter notices can be reached as follows: support[at]aidanbruhl.com
This Agreement shall be binding upon and inure to the benefit of COMPANY and our respective assigns, successors, heirs, and legal representatives. Neither this Agreement nor any rights hereunder may be assigned without the prior written consent of COMPANY Notwithstanding the foregoing, all rights and obligations under this Agreement may be freely assigned by COMPANY to any affiliated entity or any of its wholly owned subsidiaries.
Dispute Resolution
These Terms of Use shall be governed by and construed in accordance with the laws of Georgia and any dispute shall be subject to binding arbitration in Walker County, Georgia. If any provision of this agreement shall be unlawful, void or for any reason unenforceable, then that provision shall be deemed severable from this agreement and shall not affect the validity and enforceability of any remaining provisions.
Class Action Waiver
You may only resolve disputes with us on an individual basis, and may not bring a claim as a plaintiff or a class member in a class, consolidated, or representative action. Class arbitrations, class actions, private attorney general actions, and consolidation with other arbitrations aren't allowed.
The arbitrator may not consolidate more than one person’s claims, and may not otherwise preside over any form of a class or representative proceeding or claims (such as a class action, consolidated action or private attorney general action) unless all relevant parties specifically agree to do so following initiation of the arbitration.
Severability
If any clause within this Provision (other than the Class Action Waiver clause above) is found to be illegal or unenforceable, that clause will be severed from this Provision, and the remainder of this Provision will be given full force and effect. If the Class Action Waiver clause is found to be illegal or unenforceable, this entire Provision will be unenforceable and the dispute will be decided by a court.
This Privacy Policy discloses the privacy practices for www.aidanbruhl.com. This Privacy Policy applies solely to information collected by this COMPANY. It will notify you of the following:
(1) What personally identifiable information is collected from you through the SITE, how it is used and with whom it may be shared.
(2) What choices are available to you regarding the use of your data.
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Information Collection, Use, and Sharing
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Unless you ask us not to, we may contact you via email in the future to tell you about specials, new products or services, or changes to this Privacy Policy.
Your Access to and Control Over Information
You may opt out of any future contacts from us at any time. You can do the following at any time by contacting us via the email address or phone number given on our website:
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Wherever we collect sensitive information (such as credit card data), that information is encrypted and transmitted to us in a secure way. You can verify this by looking for a lock icon in the address bar and looking for "https" at the beginning of the address of the Web page.
While we use encryption to protect sensitive information transmitted online, we also protect your information offline. Only employees who need the information to perform a specific job (for example, billing or customer service) are granted access to personally identifiable information. The computers/servers in which we store personally identifiable information are kept in a secure environment.
Updated June 9, 2026
NEW BOOK — FREE today.
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Once again, thank you for joining, and welcome.
A guide for business owners who want to write smarter emails.


I used to think I was bad at email.
Not bad like "needs improvement." Bad like, genuinely convinced I didn't have the thing it takes to write something people would open, read, and act on.
I'd sit down. Open a blank document. Type a subject line. Delete it. Type another one. Delete that too.
Then I'd spend twenty minutes writing an intro that felt flat, forced, or like I was trying too hard. Eventually I'd hit send on something I wasn't proud of and tell myself I'd do better next time.
Next time was the same.
For a long time I blamed myself. I thought the problem was my writing. My voice. My ideas. I thought other people just had some natural ability to connect with readers that I hadn't developed yet.
Then I had a conversation that changed how I thought about all of it.
A friend of mine — a marketer who'd been writing emails for over a decade — looked at one of my campaigns and said something I didn't expect.
"Your writing is fine. The problem is you're starting in the wrong place."
I asked him what he meant.
He said: "You're writing before you've chosen your hook. So you're building a house without a foundation. Everything collapses."
I'd heard the word "hook" before. I thought I understood it. I thought it just meant a catchy opening line.
It doesn't.
It's the decision you make before you write a single word about why this email exists, what angle you're taking, and why your reader should care right now.
When you don't make that decision consciously, you make it unconsciously — and usually badly. You default to whatever feels easiest. You write a generic opener. You bury the point. You send something that technically says the right things but lands with a thud.
When you make that decision well, everything else gets easier. The subject line writes itself. The intro clicks into place. The CTA feels natural instead of forced.
That's the whole thing.
Most email advice skips this entirely.
It talks about subject line formulas. Send times. Segmentation. Deliverability. Open rates. Click-through benchmarks.
All of that matters. But none of it matters if the email itself doesn't connect.
And emails connect because of the angle. Because of relevance. Because someone read the first sentence and felt like it was written for them, about something they actually care about, at a moment that actually makes sense.
Thats' not a writing problem. That's a hook problem.
Your readers are overwhelmed. Their inboxes are full. Their attention is fractured. They've developed a kind of automatic filter that kicks in the moment something feels generic, off-topic, or like it's trying too hard.
You have about two seconds to get past that filter.
Two seconds to make them feel like this email is worth their time.
If your hook is wrong — if the angle is stale, the relevance is unclear, or the entry point is off — those two seconds are gone. It doesn't matter how good the rest of the email is. They're already moving on.
The good news is this is a solvable problem. And it's simpler to solve than most people think.
The model is this:
Choose your hook type before you write.
There are specific, repeatable hook frameworks that work across industries, audiences, and email types. You don't have to invent a new angle every time. You just have to know which one fits.
Match the hook to the moment.
Different situations call for different hooks. A re-engagement email needs a different entry point than a launch email. A nurture sequence needs a different angle than a promotional campaign. Knowing which hook fits which moment is the skill.
Write from the hook outward.
Once you've chosen your hook, the email almost writes itself. You have a clear reason to be in someone's inbox. You have a clear angle. You have a clear thread to pull. The blank page stops being a problem.
Choose your hook type before you write.
There are specific, repeatable hook frameworks that work across industries, audiences, and email types. You don't have to invent a new angle every time. You just have to know which one fits.
Match the hook to the moment.
Different situations call for different hooks. A re-engagement email needs a different entry point than a launch email. A nurture sequence needs a different angle than a promotional campaign. Knowing which hook fits which moment is the skill.
Write from the hook outward.
Once you've chosen your hook, the email almost writes itself. You have a clear reason to be in someone's inbox. You have a clear angle. You have a clear thread to pull. The blank page stops being a problem.
That's it. That's the whole system.
The Hook is a short reference guide built around this idea.
It's not a course. It's not a framework with twelve modules and a private community and a workbook and three bonus masterclasses.
It's a book. A focused, practical, immediately useful book that you can read in one sitting and use the same day.
It's built for business owners and marketers who already know that email matters — and who are tired of staring at a blank screen wondering why the words aren't coming.
No fluff. No filler. No theory that sounds good but doesn't translate to an actual email you need to write by Thursday.
Just the thing that actually moves the needle: knowing how to choose the right hook.
Part I: The Framework
Make writing strong email openings simpler, faster, and more effective.
Why Your Emails Aren’t Landing — Examines why so many business emails fail to connect and why the problem usually begins long before the first sentence is written. The issue is rarely the polish of the writing itself; it is the lack of a compelling reason to keep reading.
What a Hook Actually Is — Clarifies the hook as the strategic opening that establishes relevance, direction, and forward momentum. It is the first idea in the email that earns attention and gives the reader a reason to continue.
The Hook Types — Lays out the essential hook frameworks and shows how each one shapes the reader’s experience. Once you understand the core types, you can choose the right opening with far more precision.
Matching the Hook to the Moment — Explains how to select the right hook based on audience awareness, message intent, and relationship context. The best hook is not simply the strongest one; it is the one that fits the moment.
The Blank Page Protocol — Introduces a simple pre-writing process designed to remove friction and create immediate starting momentum. In just a few minutes, it gives you a clear place to begin and a stronger angle to write from.
Hook Mistakes That Kill Conversion — Reveals the most common hook mis-steps and how they quietly undermine engagement and response. Many of these mistakes look harmless at first glance, but they weaken the email before it has a chance to work.
Writing From the Hook Outward — Demonstrates how to structure the email around the hook so the entire message feels coherent, deliberate, and persuasive. When the opening leads the way, every part of the email becomes easier to write and easier to follow.
Part II: The Hook Library
29 hooks. Short, practical, and written for immediate application.
Clarity and Focus — Hooks in this category help you cut through noise and communicate your message with precision. They simplify complex ideas, sharpen attention, and make it immediately clear why your audience should care.
Identity and Trust — These hooks build connection by speaking to who your audience is and what they value. They establish credibility, create relatability, and position your message as something they can believe in and align with.
Urgency and Friction — This category uses timing, tension, and problem-awareness to spark action. These hooks highlight what’s at stake, what’s being missed, or what’s making progress harder than it should be.
Persuasion Frameworks — Hooks in this category are built on proven psychological and communication structures. They use patterns of influence to make your message more compelling, memorable, and likely to drive response.
Why Your Emails Aren’t Landing — Examines why so many business emails fail to connect and why the problem usually begins long before the first sentence is written. The issue is rarely the polish of the writing itself; it is the lack of a compelling reason to keep reading.
What a Hook Actually Is — Clarifies the hook as the strategic opening that establishes relevance, direction, and forward momentum. It is the first idea in the email that earns attention and gives the reader a reason to continue.
The Hook Types — Lays out the essential hook frameworks and shows how each one shapes the reader’s experience. Once you understand the core types, you can choose the right opening with far more precision.
Matching the Hook to the Moment — Explains how to select the right hook based on audience awareness, message intent, and relationship context. The best hook is not simply the strongest one; it is the one that fits the moment.
The Blank Page Protocol — Introduces a simple pre-writing process designed to remove friction and create immediate starting momentum. In just a few minutes, it gives you a clear place to begin and a stronger angle to write from.
Hook Mistakes That Kill Conversion — Reveals the most common hook missteps and how they quietly undermine engagement and response. Many of these mistakes look harmless at first glance, but they weaken the email before it has a chance to work.
Writing From the Hook Outward — Demonstrates how to structure the email around the hook so the entire message feels coherent, deliberate, and persuasive. When the opening leads the way, every part of the email becomes easier to write and easier to follow.
Clarity and Focus — Hooks in this category help you cut through noise and communicate your message with precision. They simplify complex ideas, sharpen attention, and make it immediately clear why your audience should care.
Identity and Trust — These hooks build connection by speaking to who your audience is and what they value. They establish credibility, create relatability, and position your message as something they can believe in and align with.
Urgency and Friction — This category uses timing, tension, and problem-awareness to spark action. These hooks highlight what’s at stake, what’s being missed, or what’s making progress harder than it should be.
Persuasion Frameworks — Hooks in this category are built on proven psychological and communication structures. They use patterns of influence to make your message more compelling, memorable, and likely to drive response.
Part I: The Framework
Make writing strong email openings simpler, faster, and more effective.
Why Your Emails Aren’t Landing — Examines why so many business emails fail to connect and why the problem usually begins long before the first sentence is written. The issue is rarely the polish of the writing itself; it is the lack of a compelling reason to keep reading.
What a Hook Actually Is — Clarifies the hook as the strategic opening that establishes relevance, direction, and forward momentum. It is the first idea in the email that earns attention and gives the reader a reason to continue.
The Hook Types — Lays out the essential hook frameworks and shows how each one shapes the reader’s experience. Once you understand the core types, you can choose the right opening with far more precision.
Matching the Hook to the Moment — Explains how to select the right hook based on audience awareness, message intent, and relationship context. The best hook is not simply the strongest one; it is the one that fits the moment.
The Blank Page Protocol — Introduces a simple pre-writing process designed to remove friction and create immediate starting momentum. In just a few minutes, it gives you a clear place to begin and a stronger angle to write from.
Hook Mistakes That Kill Conversion — Reveals the most common hook mis-steps and how they quietly undermine engagement and response. Many of these mistakes look harmless at first glance, but they weaken the email before it has a chance to work.
Writing From the Hook Outward — Demonstrates how to structure the email around the hook so the entire message feels coherent, deliberate, and persuasive. When the opening leads the way, every part of the email becomes easier to write and easier to follow.
Part II: The Hook Library
29 hooks. Short, practical, and written for immediate application.
Clarity and Focus — Hooks in this category help you cut through noise and communicate your message with precision. They simplify complex ideas, sharpen attention, and make it immediately clear why your audience should care.
Identity and Trust — These hooks build connection by speaking to who your audience is and what they value. They establish credibility, create relatability, and position your message as something they can believe in and align with.
Urgency and Friction — This category uses timing, tension, and problem-awareness to spark action. These hooks highlight what’s at stake, what’s being missed, or what’s making progress harder than it should be.
Persuasion Frameworks — Hooks in this category are built on proven psychological and communication structures. They use patterns of influence to make your message more compelling, memorable, and likely to drive response.
I'm Aidan Bruhl. I write about email, marketing, and the mechanics of getting people to actually pay attention.
I send emails at least five days a week. Most of the time they teach something for free. Sometimes they sell something while still teaching. Sometimes it's just an interesting story. There's no social media, no algorithams, and no complexity. I build my list. I email my list. I sell something. That's it.
I wrote The Hook because I kept seeing the same problem over and over. Smart people. Good products. Emails that weren't converting. And in almost every case, the root cause was the same: they were writing without a hook.
This guide is what I wish I'd had years ago when I was staring at that blank screen. Although I've solved that problem too (but that's another story.)
— Aidan
What people are saying:
"I read this in one afternoon and rewrote three emails that same evening. The hook framework alone was worth ten times what I paid."
— Business owner, e-commerce
"I've read a lot of email marketing content. Most of it rehashes the same advice. This was different. It gave me an actual decision-making process, not just more tips."
— Marketing consultant
"I used to dread writing emails. Now I start with the hook and everything else follows. It sounds simple because it is — but nobody had ever explained it this way before."
— Founder, B2B SaaS

No payment · instant access
You read it. You use it. You write better emails.
If you write even one email,
this pays for itself the first time you use it.
It's free because I want to turn you into a long-term customer, and the best way to do that is to actually help you make money from email. If this book helps you send one email that makes a sale, you'll remember who handed you the blueprint.
No. The Hook is designed specifically for people who don't think of themselves as writers. The whole point is that choosing the right hook makes the writing easier — regardless of your skill level.
Doesn't matter. The principles in this guide work whether you're emailing 50 people or 50,000. A small list that actually engages is worth more than a large list that ignores you.
Yes. Hook mechanics are not industry-specific. They're based on how human attention works — which is consistent across niches, audiences, and email types.
This is a short guide. Most people finish it in one hour. The whole point is that it's dense with usefulness and light on everything else. You're not committing to a course. You're reading a book.
The Hook full guide in digital format. Instant access after entering your email below.
Then you've probably read a lot about tactics. This is about something different — the decision that happens before tactics. Most email content skips it entirely. This one doesn't.
No. The Hook is designed specifically for people who don't think of themselves as writers. The whole point is that choosing the right hook makes the writing easier — regardless of your skill level.
Doesn't matter. The principles in this guide work whether you're emailing 50 people or 50,000. A small list that actually engages is worth more than a large list that ignores you.
Yes. Hook mechanics are not industry-specific. They're based on how human attention works — which is consistent across niches, audiences, and email types.
This is a short guide. Most people finish it in one hour. The whole point is that it's dense with usefulness and light on everything else. You're not committing to a course. You're reading a book.
The Hook full guide in digital format. Instant access after you enter your email below.
Then you've probably read a lot about tactics. This is about something different — the decision that happens before tactics. Most email content skips it entirely. This one doesn't.
The next email you write could be the one that actually lands.
Not because you suddenly became a better writer. Not because you found a better subject line formula.
Because you chose the right hook first.
That's the whole thing. And it's simpler than you've been led to believe.
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