By hooks, I mean lines that stand out (and pull the listener in) because they are clever, or lyrical, or profound. Writerly lines. They may introduce a powerful metaphor or capture a meme. The tension is that if you use too many hooks, you will definitely sound too writerly—very few people speak in hooks. So use them only if you think they really work, and only use a few (my rule of thumb is three) for the entire piece. And you will want to save one for your ending..
