Do you see how tension is introduced in these messages, how the use of the word “But” drives interest? In Act I, we are introduced to the normal world and the desired goals. In Act II, tension is introduced, through factors that prevent the achievement of the goals outlined in Act I. In Act III, the conclusion sets up a call-to-action, one that would drive changes in attitudes, beliefs or behaviors.
I think this point makes a lot of sense because in order to make the reader hooked about a solution or product. You have to make sure you highlight and emphasize the problem it solves. Everyone has problems and making sure you appeal to a relatable problem that a lot of people have is essential to advertising your product.