Hi,

Here’s how to write a hook:

The purpose of the hook is to get somebody to watch the full video. That’s it.

Frankly if you leave this newsletter right here, and just carry that in your head, you’ll be good.

Sometimes, dead simple hooks are the best i.e. “Here’s how to win any argument”

Other times, you think of a truly creative way to start a video, with a combination of scripting, visuals & sound.

When writing your hook, here’s a few principles to keep in mind:

• A good hook is generally 3-5 seconds. Get the video moving quickly.

• A good hook stops your scroll. The thing you’re talking about should be more interesting for your target audience then anything else on the feed.

• A good hook opens a thought loop. Don’t give away everything in the hook. Tease the payoff that will incentivize someone to watch the full video.

• A good hook makes someone verbalize an emotion. If they’re not going “hmm?”, “whaaaaa?” or “omg” then you need to rethink it.

If you’re struggling with writing these hooks out, here’s a few winning structures you can use right now:

• Here’s how

• Here’s why

• 3 reasons why

• Steal this 3 step framework to

• Nobody understands that

• *insert any frequently asked question from your website*

And if you want to go deeper on hooks? Consider this:

Join the Cohort

Want to learn how to strategize, shoot & ship audience building, client attracting videos in just 3 weeks?

Then you should join my February Video Content Cohort. 3 weeks of group coaching from yours truly, condensing my 12+ years of making videos into immediately applicable strategies for you.

Plus you’ll get to join a group of founders, consultants, marketers and more who are all focused on growing with video.

details here if you’re interested:

That’s a wrap

You should probably burn this, now.