This email & webinar sign-up from Andy Jenkins & Mike Filsaime is an example of using the "Is Dead" hook, which was thoroughly discussed on the site with...View More several other examples here: http://swiped.co/collection/death-ofis-dead-hooks/ In this case, Mike & Andy are using the idea that "Email Is Dead" as a strong attention-grabber & start the email by focusing on the "problem". By discussing the problem first, a desire is cultivated to fix the problem or make sure the prospect doesn't run into the problem later on. Once the prospect is put into this state, the idea of a kick-ass solution provides a big sense of relief & encourages action to learn more about implementing the proposed solution.