what comes first

First, you need to draw someone in - develop a hook and then... Then comes the hard work, because you need to build...

Actually, you need to do the hard work first... the building, bundling and cavorting with opportunities to create and then - when the offer is truly valuable - then and only then do you create the hook. Without the core of the work - the cake if you will - the frosting is simply sugar.

Said another way, the hook is nothing without the work.