The focus of a hook is ALWAYS focused on talking about a PROBLEM NOT a category of an audience or niche.

The hook is essentially just "a claim". Almost similar to what your offer is or what a case study headline would be.

Format Example:

"Here's how we doubled this {Niche} eCommerce store's revenue without changing the product, changing the ads or even making new social media posts - and how you can do the same thing for yours by this afternoon..."
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​Good Versions Of Hook Examples From Myself & Clients:
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​“Now I’m willing to bet that the content you post on this platform isn’t making you anywhere near as much money as you believe that it should be.” Example

“Okay so let’s say you’re what would be considered skinny-fat, you don’t have a lot of muscle but you’re also carrying body fat in some problem areas like your lower back, your stomach and places where you really don’t want body fat.” Example

“I’m gonna teach you how to get clients through TikTok in a way that even a five year old could understand.” Example

​“If you wanna run an entire business through TikTok organic, here’s exactly how you’re gonna do it.” Example

Next, you're going to immediately showcase proof of the claim you just made in order to back it up. We need to forcefully insert confidence into the viewers minds & let them know we aren't full of it.

The proof you need to plug in here (visually) needs to be absolutely undeniable.

This can be a screenshot of a message from a client, a before & after picture, a revenue dashboard etc.

Whatever applies to your niche and can display proof of the claim the best - you want to use that.

​It's highly recommended that you plug in results of a client or customer.

Remember, if all we did in each video was just “say what we did” without making a viewer understand “the why” - then 1) the viewer does NOT view us as an actual authority/expert and 2) they’ll just save the video to come back to later & not perform any action

We need to deliver them a strategic, and contrarian, epiphany.

A good way to generate these from scratch over & over is just ask yourself “What’s something about this specific topic that most people in my market incorrectly believe to be true or don't know at all”.

What this actually is, is essentially your “philosophy” about the proper way to execute the action you’re talking about in this particular video.

​If you recall, this is very similar to your “unique mechanism” you present in the long form case study breakdown…

In this portion of the video, we are re-introducing social proof again, but this time we'll be cranking the intensity up by almost "challenging the viewer" with additional social proof we have on hand to break down even more limiting beliefs.

Example of how I've done social proof challenges to an audience before (when I was working primarily with fitness trainers & building funnels + marketing copy etc.)

"And if for any reason you think this doesn't work, let me know when you're booking 5 calls per day just from posting on this app and we can have a conversation."

​When you actually "challenge" the viewer, not only does it force you to speak in a high conviction tone, but it also causes the viewer to compare the results you're showing in your video to the place they're currently stuck in. They then begin to evaluate if they actually want to stay in their sh***y situation or actually make a change.

This is where you’ll be performing a passive call-to-action...

This means that, in a very relaxed tone, you're going to direct viewers to simply just direct them to move to the next stage of your "social funnel".

You DO NOT want to pitch them to your final intended outcome straight from content. i.e. booking a call/buying your products

(Can you imagine how weird that feels to the viewer?)

You want to just casually push them to the next conversion event (the next stage in your funnel)

This could be:

-The rest of your TikTok/Instagram page ex: “Check out the rest of my page for more X tips”

Go check out my Instagram for more X

Go check out the full example breakdown on my page

“If you want to see the more in-depth & actual examples of what I just talked about, I just made a YouTube video explaining it in complete detail, you can go check it out by just clicking here.”

​{You’ll want to actually show the link you’re talking about at the end”}