Full transcript
0:00To make a good ad, you need to know how
0:02to make a good hook because the hook is
0:0480% of performance. Why? Well, because
0:0680% of people never make it past the
0:08hook. So, it's really important that we
0:09actually get people's attention. We get
0:10them engaged. We get them watching the
0:12ad. And they need to be contextual to
0:14what we're actually about to offer them
0:15so that we can get performance in an ad
0:17account. I think this is going to be a
0:19really good video. We're going to run
0:20through everything you need to know
0:22about making a good hook so that by the
0:24end of it, uh, you should be able to go
0:26away and look at your ads and go, "Oh,
0:28that's actually a bad hook. I learned
0:29why." And here's exactly how I can
0:31rewrite it. We'll be showing examples of
0:33bad hooks, examples of good hooks. We'll
0:35be rewriting it live. I'll be giving you
0:37frameworks. Let's dive into it. So, how
0:40to make a good hook. The purpose of a
0:42hook. This is where we need to start.
0:43What is the point in a hook in the first
0:45place? Most people think the purpose of
0:47a hook is to just hook people in. It's
0:50to grab attention, to stop the scroll,
0:53and then get them watching the ad. But
0:54that's actually not the purpose of a
0:56hook. Now, we do want to get people to
0:58stop. We do want to get people to watch
1:00the ad, but we want the right audience
1:03to be watching the ad. We don't want to
1:05just be blindly scroll stopping people
1:08that aren't our target demographic. And
1:10there's two reasons for that. Number
1:12one, Meta will optimize towards soft
1:15metrics to a degree. Now, once you
1:18technically have about 50 conversions
1:19within a campaign or an adset, it should
1:21stop doing that supposedly, but I think
1:23it still does, which is that if a
1:25particular audience is holding through
1:27the first 50% of the ad, Meta will go,
1:29"Oh, those people are clearly interested
1:31in our creative. Let's serve to more
1:33people like that." The issue is is if
1:35the hook isn't relevant to the actual
1:37product that you're selling, it's going
1:39to optimize to the wrong people and it
1:40destroys the performance of an ad. A
1:43really easy good example of this are
1:45those creatives that go and put memes at
1:48the front. Okay? So, it's someone like
1:49falling over and then it cuts into
1:51someone that's continuing to fall over,
1:53but they're selling a product. I'll give
1:54you an example right here. Now, this is
1:56an organic piece of content, but they
1:58could definitely run this in ads. It
2:00translates into both worlds. submarine
2:03starts to fail, the sailor would connect
2:05a tube from their suit to the ship and
2:07the ship would inflate the suit with
2:09pressurized air while the escape hatch
2:11floods until it matches the outside
2:13pressure. When the doors open, the
2:15sailor would shoot upwards to Abraham
2:17Landscape Group where we handle
2:19commercial snow and ice management with
2:21a
2:22>> So, you get the point, right? We thought
2:23it was a meme or an educational video or
2:25something completely different and then
2:26it cuts into these guys. Now, why is
2:29this bad? I'll tell you with anecdotal
2:31experience. I got served this. I don't
2:34live in America. I don't need ice
2:37removal. It doesn't even snow in
2:38Australia anywhere, right? But I got
2:40served it. And it's because I'm the kind
2:42of person that would have watched that
2:43educational reel at the start. So, it
2:46was serving to people that typically
2:47watch that type of content and then it
2:49obviously cuts out into an ad that's
2:51completely irrelevant. So, yes, did this
2:52get a bunch of likes and views?
2:54Absolutely. I think it ripped like a few
2:55million views in a very short period of
2:57time. How much actual business did this
2:59probably drive this company? Very
3:02little. Okay. And this is an ad would
3:04perform very poorly. Organically, you
3:07can kind of get away with it. And it's
3:08important to differentiate here, which
3:09is that on organic uh this costs nothing
3:12to serve. They made the ad, they put it
3:15well, they made the uh organic piece of
3:16content, they put it live, and then the
3:18algorithm goes out and serves it to 2
3:20million people. It cost them nothing.
3:22So, if they then get 10 leads off that,
3:24which is really bad for like 10 million
3:26views and only getting 10 leads, but if
3:28they get 10 leads off that, it's still
3:30good because this was free. Didn't cost
3:32them anything. But to get 2 million or
3:3510 million views through ads, that's
3:38going to cost you like half a million
3:41dollars in ad spend. And so, imagine
3:44taking this creative, putting half a
3:46million dollars behind it, and getting
3:4810 leads. Not very good. And so this can
3:52sometimes okay work in organic just
3:54because of the sheer volume of free
3:56reach. But in ads, it definitely doesn't
3:58work with exception. It's always worth
4:01noting that everything
4:03I say in almost every video I've ever
4:05made, there's a 1 or 2% exception.
4:07There's going to be very specific cases
4:09in specific niches. It might be like
4:10gaming here in which putting memes at
4:12the start of gaming ads actually make
4:14sense. But for most people, it doesn't
4:16make sense. You want to be attracting
4:17the right audience, which means
4:18whoever's in your hook needs to be the
4:20correct target demographic, and it needs
4:22to be relevant to what you're actually
4:23about to talk to. Number two is you need
4:26to keep the viewer watching. Obviously,
4:27we all know this. The point of a hook is
4:29to get people past the first 3 seconds
4:30so we can actually sell them on the
4:32product. Cool.
4:34So, then we have the three elements of a
4:37hook. Now, I'm copying this triangle uh
4:40diagram from Mark Builds Brands cuz he
4:42does a really good job at explaining
4:44this, which is that there is three
4:46different elements to a hook. Most
4:47people think it is just the scroll
4:49stopper. It's just the video or if it's
4:51a static, it's just the image that's
4:53getting you to stop and look at it, but
4:55it's not. There is an audio component.
4:58So, what is the actual audio that's
5:00underlying it? Because you can hook
5:02people just with audio changes. Number
5:04two, there is the copy
5:08and my pen never works when it needs to.
5:11And then lastly is what you can think
5:13about as the scroll stopper, but it is
5:16the visual.
5:20And for context copy, this isn't the
5:22headline or primary text around the ad,
5:24although it can be, but it's the actual
5:26copy on the ad. And so if it's a static,
5:29it's obviously the text on the ad. If
5:30it's a video ad, it's the headline that
5:32you might put as an overlay on the
5:35creative. The importance here is that
5:37you can have a good hook, but one of
5:39these three things might not be exactly
5:41dialed in, and then changing that
5:43element is what actually makes it a high
5:45performing hook. So, you might have a
5:46hook that's doing okay. And then what
5:49you do is you go and put copy on the top
5:51that says this transformed my life. And
5:54then suddenly hook rates double and
5:56performance of the creative doubles
5:58because that exaggerated copy on the
6:01actual hook is what uh generated
6:03performance. So when you're thinking
6:05through hooks, you're not just thinking
6:07through the visual. What's actually
6:09visually on the screen? Can we get the
6:10camera moving fast? Can we do something
6:11dynamic that's going to keep people's
6:13attention? But we want to be thinking
6:15through the audio, which is also a
6:16function of the script. What is the
6:18person in the video actually saying? And
6:20then the copy. Are we just putting up uh
6:23captions on what they're saying or are
6:25we doing something dynamic there? Are we
6:27putting a headline? Are we doing
6:28something that's actually going to
6:29caption them and pull them in? You need
6:31to be thinking about these three
6:32elements in every hook.
6:35Now, a lot of people will give
6:38frameworks for hooks, frameworks for
6:41creative, like this is how you should
6:42structure a script. And I don't mind it.
6:44It's a good starting point. If you have
6:46no idea how to write a hook right now
6:48and you don't know the difference
6:49between good and bad, going and just
6:51grabbing a bunch of templates and
6:53frameworks is a really good way to start
6:55getting one foot in front of the other.
6:57And then I would recommend actually
6:59moving away from frameworks because they
7:01become very generic and you do feel like
7:03everyone else because everyone uses
7:04them. Okay, so you do ultimately want to
7:06get to a position where you can make
7:07hooks from scratch and you can always
7:09innovate in the format and that's how
7:11you would find whites space and
7:12differentiate yourself against your
7:13competitors even in just a hook. Um, but
7:16frameworks is a really good starting
7:18point. Here's an example of one.
7:19Persona, problem patent interrupt
7:21promise. The reason why I really like
7:23this framework is because the persona
7:26immediately filters out anyone that
7:27isn't who we're talking about. the
7:29problem. It goes into problem agitation
7:31quickly within the first literally two
7:33seconds of the ad. There's a patent
7:35interrupt which actually keeps people
7:37watching past this point. Once you've
7:39called out a persona and you've problem
7:40agitated, you're going to lose a lot of
7:41people cuz they might know that an ad's
7:43coming. So, we need a patent interrupt.
7:46And then there's a promise which gives
7:47them a reason to continue watching
7:49through the video. Uh this is also a
7:51very common hook structure for organic
7:54content, particularly YouTube videos.
7:56And so most people will start their
7:57YouTube videos with if you're an
7:59e-commerce brand and you're currently
8:00struggling with creative uh content. I'm
8:04going to give you the best method
8:05possible for creating hooks.
8:09This will be a 20-minute video where I
8:10break down all the frameworks. And so
8:12I'm essentially giving you who is this
8:14for, what is the problem, give you some
8:16kind of patent interrupt, which I didn't
8:17do a great job at, and then promise why
8:19you should watch through the video. This
8:21obviously also translates very well into
8:23ads. So, if you're a persona and you
8:26have this painoint, you're probably
8:28doing this common approach right now.
8:30That's why you're getting a bad outcome.
8:32Here's the better method. This is really
8:34good. And in fact, I can almost
8:36guarantee if you take this, put in a
8:37bunch of ads, it'll probably perform
8:38well.
8:40Just worth noting, you need continuity
8:42on the persona and who's actually saying
8:44this in the ad. And so, for example, you
8:46can't have a 50-y old mom saying, "If
8:49you're a 20-year-old guy and you're
8:50struggling with X, it's not going to
8:52work because it obviously there isn't
8:54any relevancy um or trust being built in
8:57the persona that's actually in the
8:58creative." Um, I could give examples
9:00here, but you could do this all day.
9:01This is very straightforward. And in
9:03fact, if you have any issues actually
9:04plug and playing with this framework,
9:06take this sentence right here, drop it
9:08into an LLM, chatbt, claw, anything, and
9:11then just drop your website and drop
9:13your product. give a bit of context and
9:14it should just be able to whip up a
9:16bunch of these for you. Cool. So,
9:20here are a bunch of different hook
9:22types. When you go and watch uh like
9:24hook training content, I guess on
9:26Instagram or YouTube or wherever you go,
9:29everyone will always train just through
9:31this. They'll just give you a bunch of
9:32different categories of types of hooks.
9:35Now, the issue here is that there is
9:38infinite types of hooks and it depends
9:40on how you're actually defining them,
9:42right? All right, we could go and put
9:43400 hook types here if we wanted. Uh,
9:46but these are really the most common
9:47ones that I personally use in my own
9:49scripting. Um, both for our agency ads,
9:52but also for e-commerce brands. Um, and
9:55the most common ones I see. Now, most
9:57common doesn't necessarily mean best
9:59because if all of your competitors are
10:01using these hooks, then they'll probably
10:03be saturating uh the market with very
10:06similar looking ads. And so you
10:07obviously always want to try to identify
10:09the white space in all of these things,
10:11but you also as well do want to double
10:12down on what competitors are doing.
10:14Okay, so number one, contrarian truth.
10:17This works really well on organic as
10:19well, which is the advice that everyone
10:21follows is backwards because. Okay,
10:23you've tried this and everyone tries
10:25this, but it doesn't work because of
10:27this. And then it goes into some kind of
10:28educational piece. Specific proof. We
10:31did X and got Y and Zed days. Here's
10:33what actually caused it. This is a great
10:35high performer. common mistakes. The
10:37number one mistake I see brands making
10:39when they try to scale. So, I actually
10:40am not a huge fan of this one, although
10:42I still do use it quite a bit. Um, the
10:45reason being is it's just substantially
10:47overused. You've probably seen this
10:49right here a million times. And that's
10:51why it's actually lost its substance.
10:54It's lost its waiting. Because when
10:56people say the number one mistake,
10:57people know now they're just doing that
10:59to try to hook me. It's probably not the
11:01number one mistake. High stakes warning.
11:04I really like this one. We use this a
11:06lot in ecom. If you're if you're using
11:09protein powder, you're slowly destroying
11:11your gut. Here's why. Okay, so we're
11:14immediately Persona called out anyone
11:16that's in our target demographic, people
11:17that are using protein powder. And then
11:20uh we're going into a high stakes
11:22warning, which is obviously going to
11:24pull most people. And most people that
11:27have protein powder are going to be
11:29hooked by this cuz they're going to go,
11:30"Oh, okay." Unless they don't care about
11:32their gut, right? And so that's why you
11:35could also try two or three alternative
11:36hook versions here where you actually
11:38change out the high stakes warning to be
11:40able to resonate with different pools of
11:42people.
11:43Curiosity gap. Uh this is really a key
11:46in organic and it also translates into
11:48paid. Meta now treats these two ads as
11:51the same. Most people don't realize the
11:54consequence of it. And so right away
11:56you're like if you don't know why Meta
11:58is trending those two ads the same,
11:59which most people don't, okay, why?
12:02There's an information gap that has been
12:04created. Um,
12:07credit where credit is due. Caleb Rston
12:10really good at providing information
12:13around creating organic content. And a
12:15lot of the principles of organic content
12:17translates into ads. And a lot of the
12:19principle in ads translates back into
12:21organic content. And one of the things
12:23that he has said commonly is that when
12:25you're making content, you want to be
12:27creating curiosity gaps. You want to be
12:28creating information gaps, not just
12:31within the actual hook, but also in the
12:33thumbnail and the copy. Same thing
12:35applies into ads. If you have a static
12:38image, the best performing statics by
12:41far when you're measuring against
12:43click-through rate is those super
12:45infomercialbased
12:47uh static images that don't like tell
12:49you anything. It's just the number one
12:51issue as to why you have gut pain. And
12:54it's just an arrow pointing to some
12:56graphic of some guy holding his stomach.
12:59You have no idea what it's about. Like,
13:02okay, there's a gut pain issue. I don't
13:05know why. And if I have gut pain issues,
13:08I'm immediately intrigued. There's just
13:09a massive information gap. I'm like,
13:10okay, I don't I don't know anything.
13:12It's just created curiosity. And so
13:14therefore, you end up with really high
13:16click-through rates. The issue with
13:17those style of ads is that um you can
13:19end up with just a lot of junk
13:21clickthrough rates because these people
13:22aren't actually primed or ready to buy.
13:24And so that's where you have to drop
13:25them on a listical or a very long
13:27educational landing page that doesn't
13:29talk about the product at all until the
13:31very end that ends up pushing them to
13:33another page and actually selling them.
13:34It's a very old school style of digital
13:36marketing. Uh, but it still works
13:38incredibly well because it capitalizes
13:40on a curiosity gap to maximize
13:43click-through rate off the platform. And
13:45then you can start putting these people
13:46through an education process.
13:49The next one, a tactical promise. In 90
13:52seconds, I'll give you the exact
13:53checklist I use to write hooks that hold
13:55attention. This doesn't really translate
13:57into uh ecom very well, but I put it
14:01here because if you're a service-based
14:02business watching this, this is
14:04obviously a very hormone-esque hook.
14:07Next one, mythbusting objection. If you
14:08think agencies can't be trusted, you're
14:10not wrong. Here's how to tell if yours
14:11is the exception. So, this as well works
14:15quite well in ecom. Obviously, you just
14:16want to be mythbusting stuff around your
14:18product.
14:20So, now I want to take a few bad hooks.
14:23I've said three, but we'll see how long
14:24the video goes for, and I want to
14:26rewrite them with you. So, here's the
14:28first one.
14:31>> Well, that's enough. This is
14:33>> You might look at that. So, I played
14:34that on 2x speed, which is a little
14:35fast, but uh this is not
14:39really a copy hook. And so, what I mean
14:42by that is there's not much uh there's
14:44nothing being said. It's more of a uh
14:46audio hook. And you might look at that
14:48and go, "The table's being kit, the
14:51product's being ate, and then what
14:53they're going for here is a curiosity
14:55gap hook." You're thinking, "What are
14:57they eating? Like, what what what just
14:59happened?" And you're getting hooked a
15:00little bit by the audio. Let me play it
15:01again.
15:02Well,
15:04that's the stuff. This is
15:06>> So, you might look at that. So, you
15:08might look at that and go, that is a
15:10good hook because it had some kind of
15:12audio element that hooked us in and then
15:14it created a curiosity gap. But the
15:16issue is it missed the number one
15:18element that we mentioned right at the
15:19start of what makes a good hook, which
15:21is that we need to attract the right
15:22audience. And that doesn't necessarily
15:24attract the right audience because
15:26everyone would watch that wondering what
15:28it is. then to find out that they're
15:30selling jerky. Most people don't like
15:33jerky that much, particularly
15:35vegetarians, but vegetarians still would
15:37have watched it and then they'll lose
15:39most people. And so when we're looking
15:41at thinking through rating this hook, I
15:44would think through clarity, relevance,
15:46novelty, specialty, and credibility. In
15:49terms of clarity, can a stranger
15:51understand what the product actually is
15:54and what's going on within this
15:55creative? And the answer is probably
15:57not. It lacks clarity. It would be a
15:59very low score. Relevancy. Is the pain
16:02point obviously there? Can we directly
16:05relate that product or what is being
16:07sold to myself? No. Uh there's not much
16:11relevancy there at all. Novelty. Is
16:13there any kind of twist or is there a
16:15new angle or is this a new format that
16:17no one's done before and so they found a
16:18bit of white space? Potentially. I
16:20haven't really seen many people do a
16:22hook like this. So there might be a
16:23little bit of novelty. Uh
16:26specificity. This is the least important
16:28of all of them. But are they being
16:30specific in uh what's actually being
16:32called out? No. And then credibility. Is
16:36there proof or a reason to believe? No.
16:38Now, it's important to note this has
16:39been placed in order of importance.
16:42Specificity and credibility are really
16:44second tier things. Fitting credibility
16:46into a hook within the first 3 to 4
16:48seconds, difficult to do, not really a
16:50priority, but if you can do it nice.
16:52Same thing with specificity. where you
16:54would get credibility is if your the
16:56hook was a normal hook, but you had an
16:58influencer actually doing it or you had
17:00a very famous person. And so that would
17:01immediately build a degree of
17:03credibility without actually having to
17:05waste any time through the hook. So, how
17:07do we actually go and improve this? How
17:09could we rerun
17:11this hook for this business? Let's watch
17:14a couple more seconds of the ad so we
17:16can have some context.
17:18>> It's called nothing cuz it's got no
17:20processed ingredients in it. It's
17:21grass-fed beef, couple herbs and spices,
17:23and that's it. So, these are all right.
17:26So, these are all uh value propositions
17:29of the product, but we aren't leaning
17:30into any emotion here. So,
17:33let's go to all of our examples and
17:35let's go and choose a high stakes
17:38warning cuz I really like this as a as a
17:41hook generally speaking.
17:44Cool. And then let's go and edit this
17:46for this brand specifically. So, if
17:49you're and we can frame this around
17:51because obviously uh Jerky's protein, we
17:54can frame this around competitors if we
17:55want. There's so many different
17:56directions we could go here, but where
17:58I'm going to go is, in fact, we could
18:01use this exact hook because you could
18:03lean into instead of having protein
18:04powder, you should be eating jerky
18:06because protein powder destroys your gut
18:08and then goes into a value proposition
18:10around how protein powder um isn't as
18:13bioavailable or something in the in the
18:15gut. But, let's change it. So, we're
18:17actually doing some work here. Um, if
18:19your most jerky is either dry as
18:23cardboard or loaded with rubbish
18:24ingredients, we fix both and I'll show
18:26you how. So, that's a really good um
18:30hook that will capture anyone that can
18:32relate to this, which I definitely can.
18:35Uh, another example would be
18:38if you're still eating protein snacks
18:40that are basically sugar, stop. Here's
18:43the 3-second label check before you buy
18:45jerky. So, notice that the way that we
18:47structure this hook is that we are not
18:50going into selling the product. In fact,
18:52we're not even mentioning that they're
18:53watching an ad here. What we're instead
18:54doing is going into an educational
18:57piece. So, we're about to teach the
18:58customer how can you go and look at
19:00protein snacks in the store and do a
19:02quick label check to know if you're just
19:04buying sugar. Okay. The next one is we
19:07taste tested the bestselling jerks and
19:09found the same two problems in almost
19:11all of them. Here's what we built
19:13differently. Now, you could arguably
19:15even remove this last sentence. You
19:17don't need it because what we're really
19:19doing here is we're creating a going
19:23back to the examples. We're creating a
19:25curiosity gap. And so, people
19:27immediately are like, "Okay, they taste
19:29tested all the best jerkys." And
19:30obviously, you would want a visual hook
19:32here of you actually showing and just
19:34like throwing up 10, 20 different jerkys
19:36or panning through them all. And they
19:38found the same two problems in all of
19:40them. The two is actually a really
19:43important piece of copy in this hook. If
19:46you said we found the same problems in
19:48all of them, I bet there would probably
19:50be a worse hook rate because it's too
19:52generic and not specific enough and
19:54therefore it won't hold people into
19:56actually trusting and wanting to learn
19:58about these two problems. If I just
20:00said, "Oh, there's a bunch of problems
20:01with bestselling jerks." It's like, uh,
20:03okay, I'm sure you're selling me
20:04something. But if I'm like, "No, I here
20:07I purchased all of the best jerkys, and
20:09there are two very specific reasons and
20:12problems that you should look out for
20:13when you're buying jerky in the future,"
20:15I'm way more likely to watch cuz I'm
20:17like, "Okay, that's it's only two, so I
20:19can easily sit through this. It's not
20:20going to bore me." Uh, and number two,
20:22what are these two problems? Cuz I do
20:24eat jerky from time to time. So, there
20:26three hooks. It's worth noting that it
20:28doesn't end here. And this is where most
20:29people stop and they move on. There's
20:31two important considerations. The first
20:33important consideration is that this is
20:36just the copy or audio. This does not
20:39take into consideration the other
20:41elements of a hook. We also need to be
20:43thinking about, okay, what is the visual
20:45going to look like? Because you might go
20:47and if you're a jerky brand watching
20:49this, you might literally go and take
20:50these exact hooks, put them in your
20:52account, and go, "Oh, Nathan doesn't
20:53know what he's talking about. These
20:54didn't work." It's because this is only
20:56one of the four elements. Okay? You can
20:58actually just change the visual in the
21:01background and get completely different
21:02performance. A really good example of
21:04this is the third one, right? Which is
21:06that the third one here, you can have
21:08just a UGC creator talking to the camera
21:10going, "We taste tested the bestselling
21:12jerkys and we found that there was two
21:14problems in almost all of them." That's
21:16probably going to perform worse than the
21:18same UGC creator going, "We taste
21:21tested." And then it cuts at about the 1
21:24second mark and goes to a pan shot of
21:27someone in the supermarket grabbing all
21:29the jerky off the shelves and then
21:31putting it through the checkout. And
21:33then it cuts back to the UGC creator and
21:35goes found two problems in almost all of
21:37them and then pulls out a whiteboard
21:38with number one number two on it with it
21:41blacked out and they're about to start
21:42writing. The visual element there
21:44suddenly makes that ad way more
21:46compelling to watch. It makes it way
21:48more engaging on the platform and it
21:50makes people way more likely to actually
21:51get through the hook. But if you just
21:53don't even think about the visual
21:55elements throughout that hook and
21:56keeping it fast-paced, keeping it
21:57dynamic, keeping it relevant to what's
21:59actually being spoken about, then it
22:01won't perform anywhere near as well. And
22:02the same thing applies for these other
22:03ones, right? So, uh, most jerky is
22:05either dry as cardboard. Depending on
22:07the brand positioning that you want to
22:10go for, you could do something really
22:12cool here with an AI video. So, you
22:14could pull in a really short one to two
22:17second video of jerky literally cracking
22:20like cardboard. And I'm sure AI could do
22:22some kind of mix of the two where it
22:25could end up looking quite good. Um, and
22:27loaded with rubbish ingredients. There's
22:30so much stuff you could do here as well.
22:31Like you could do something AI related.
22:33You could also just do a pan through of
22:34all of the ingredients and your
22:36competitive products. Um, you could do
22:39literally just throwing competitive
22:40products in the bin. What you end up
22:42being able to create here is 20 to 30
22:46different hooks when you start thinking
22:47about changing the visual elements
22:50whilst also changing the audio elements
22:52whilst also changing the copy element.
22:53So what we also haven't even spoken
22:55about here is let's say this is just the
22:57audio and then we're thinking about
22:58building out the visuals. Now what about
23:00are we putting any copy on the top? Are
23:03we going to place the Let's look at one
23:06more and then we'll move to the second
23:09most important part of the hook that
23:11everyone gets wrong.
23:13>> All right, just finished my workout and
23:15I need to talk about Hyro. This is hands
23:17down the best electrolyte powder I've
23:18ever tried. I take
23:20>> So, what do we see here in terms of the
23:22copy? This is what's on the screen. So,
23:23this is actually just the caption of
23:25what he's saying, but it's been put in
23:27the style that could actually be
23:28utilized as a headline. Number two, the
23:30visual. What are we seeing? We're saying
23:32the product get poured into a drink
23:33bottle. Not very engaging. Doesn't
23:35really capture attention. In fact, we
23:36know it's a product straight away. And
23:38the product is actually mentioned within
23:40the first sentence. This doesn't have
23:42any of elements of a good hook. It
23:45doesn't resonate with the right people.
23:46You could argue talking about workouts
23:48means that it automatically filters to
23:50people that um work out, but it's very
23:53weak in actually capturing attention
23:55within the first 3 seconds and uh
23:58pulling people into the rest of the
23:59video. How could you rework this? So,
24:01this is an electrolyte brand.
24:04Well, going back to the initial
24:06framework, this would actually be the
24:07best one here in this example, which is
24:09that if you love to go to the gym and
24:12your workouts are getting shorter and
24:14shorter, you're probably
24:17you probably have the same issue that I
24:19had, which is that or you you probably
24:22have tried
24:24hopping on natural testosterone
24:26boosters. You've probably tried uh
24:29eating more before you go to the gym.
24:30You've probably tried all of the common
24:32approaches and that's why you're uh
24:37slowly getting less and less motivated
24:38to get up and go to the gym every day.
24:40But here's what I actually found. I was
24:44dehydrated. Every time I go to the gym,
24:46my muscle force wasn't as high because
24:48it was a sodium imbalance. And so you go
24:50into some kind of educational piece, not
24:52just I was dehydrated, here is the
24:54product, but I was I was dehydrated and
24:57here was the actual chemical imbalance
24:58in my body that was leading to all of
25:01these pain points that you also have.
25:03And what I found is I tried a bunch of
25:05different electrolyte powders. I didn't
25:07just try one and grab the first one. I
25:08tried all of them and none of them
25:10worked for me. Hydrolyte didn't work.
25:12All of these didn't work because they
25:13didn't have enough sodium and they
25:14didn't have the right balance of
25:15magnesium. And so when I finally found
25:18Hyro, I actually felt better. Now I'm
25:20back in the gym working out one and a
25:21half, two hours per session. I'm in
25:23there three, four times a week, I've
25:24never felt better. Um, the nice thing is
25:27I reached out to the Hyro team and have
25:29actually partnered with me and you can
25:31get 20% off going goes into an offer. So
25:34even though I've gone through the entire
25:36script of an ad there, um, that's really
25:38what the flow should look like from hook
25:40through to call to action.
25:43In terms of the visuals here, uh I
25:45wouldn't want to be showing the product
25:47at all. This is a very boring visual. If
25:49we want to keep it authentic, I would do
25:51a talking head uh video. So, just
25:54literally iPhone to your head going uh
25:57if you've been going to the gym. I've
25:59been feeling really lethargic recently.
26:00And if you have too, and then it goes
26:02into the story. Or you can keep it more
26:04dynamic. You can cut to uh different
26:06moments in where like this B-roll of you
26:08feeling bad. I I don't know exactly what
26:10it would look like. Um, but there's a
26:12lot of opportunity in terms of visuals
26:14and there's also a lot of opportunity in
26:16terms of copy. And so you could try a
26:18few different static bold headlines over
26:20the top here going uh,
26:24thought I had a testosterone issue or
26:28fixed uh,
26:30you could liter it depends on the
26:33boundaries of what is actually
26:36allowed here in terms of health claims.
26:38And so you'd have to check health
26:39claims, but there's there's obviously a
26:40lot of different levels of severity that
26:42you can go to in the overlay that's
26:44going to allow it to resonate with
26:45different pools of people. Um, an
26:47example is how I doubled my strength.
26:50Okay, obviously electrolytes have very
26:52little, if not nothing at all, to do
26:54with increasing strength. But the idea
26:56of the framing and messaging here as to
26:58what we were building out was that uh he
27:01stopped being motivated to go to the gym
27:02because dehydration was making him
27:04tired. And so because he fixed the tired
27:06issue, it allowed him to go back to the
27:07gym which allowed him to get stronger.
27:09And so we're pushing on a pain point of
27:11strength even though it's probably very
27:13unrelated to electrolytes. And that's
27:16going to be able to allow us to put that
27:17copy on the top which is going to
27:18resonate with that audience. Obviously
27:20probably don't go that far, but it just
27:23goes to show you can reframe almost any
27:25product to anyone. This is ultimately
27:28the final key here and this is where
27:30people stop. they go and 80% of people
27:32have probably stopped watching this
27:33video at this point and they've missed
27:34this point which is that the hook means
27:38nothing if you can't bridge them into
27:40the body. Most people really mess up the
27:43bridge. And in fact, I would say the
27:45bridge is actually uh one of the most
27:48common mistakes in people that are
27:49actually good at making ads because once
27:51you're good at making ads, you know what
27:52a good hook looks like, you know what a
27:53good body looks like, you know what a
27:54good CTA looks like, but you don't know
27:57how to bridge between them all
27:59naturally. that doesn't cause a very
28:01large drop off. And so when you're
28:03bridging out of the hook, you want to
28:06not go into selling the product
28:08immediately. This is the biggest mistake
28:10that people make. They go, "If you think
28:12agencies can't be trusted, you're not
28:14wrong. Here's how to tell if yours is
28:16the exception. Book an order below and
28:18you can talk to me and my team." And
28:20trust me, we are the and it just goes
28:22into the actual service or the product
28:24that's being sold. You don't want to do
28:25that at all. you generally want to
28:27bridge as smoothly as possible into
28:29education. What you almost want to be
28:32thinking about
28:33when you're uh designing at least a
28:36video asset. This is in in statics and
28:38stuff, it's a little bit different, but
28:39in a video asset, you almost want if we
28:43put product awareness on the Y-axis. So,
28:46this is people being aware that they are
28:49being sold to and that you have a
28:51product that you want them to buy. As
28:53the video goes on in seconds,
28:57you want your product awareness to look
28:59something like this. It's down at zero
29:02through the hook. You don't want to know
29:04that they're being sold to it slowly
29:07just creeps up until the call to action
29:10is there at the end. And that's what you
29:12want it to look like. The issue is is
29:14that most people uh in the example we
29:16gave before of Hyro where they said it
29:18straight away, it's like this
29:19immediately you know that you're being
29:21sold a product and then most people will
29:23do something like this and then they hit
29:25the bridge and it's like that and then
29:27they hit the bridge into the CTA and
29:29it's like that. You don't want to
29:32stepstone through product awareness. You
29:33want to slowly bleed it into the ad so
29:36that the consumer doesn't realize that
29:38they've been moved through this process
29:40of completely unaware that they're being
29:42sold to to now convinced that they want
29:44to buy a product. And so because of
29:46that, the bridge is the key here. You
29:48don't want to suddenly push people into
29:49a call to action. You don't suddenly
29:51want to go, "Oh, this was the solution.
29:53It's such an amazing product." You want
29:54to slowly embed it in.
29:57Let me show you an example.
29:59>> Drinking three lers of water a day
30:01doesn't mean that you hydrate it. You've
30:02probably heard the word electrolyte
30:03heaps. What most people don't know is
30:05what they actually do. Three.
30:08>> So, it's worth noting that we're kind of
30:09in the bridge right now at this point.
30:11And he's keeping it visually engaging by
30:13just moving the sponge. There's no
30:15reason for him to be moving the sponge.
30:16It's not even anything on the on the
30:17table. But he's doing that to just
30:19hopefully have a visual cue that keeps
30:21you going through,
30:23which is educational.
30:24>> Main electrolytes in a hydration drink
30:26like Hyro are sodium, potassium, and
30:28magnesium. Now what I don't like there
30:30is they Now what I don't like there is I
30:32think that he introduces the product
30:33still a little bit too early but what
30:36they have done is they are thinking
30:39through at least in this script
30:41introducing the product getting them
30:42aware that they're watching an ad but
30:45not spending any time on it not trying
30:46to sell it. And so they introduce it and
30:49they go with electrolytes like hyro
30:51magnesium blah blah blah blah blah and
30:53they go back to the education. So you're
30:55like ah I think they're actually about
30:57to sell me something. think this is an
30:58ad, but I'm still interested in being
31:00educated because they're not uh just
31:01telling me about all the value
31:02propositions that I don't care about.
31:04I'm actually learning something. And so
31:06because of that, I would argue that
31:07their like product awareness curve
31:10probably looked something like this
31:11where it was flat and then there was a
31:13little bit of a faster bump and then
31:15they go back into education and then
31:17they introduce hyros again and it looks
31:18like that. And so still not bad. Where
31:21people really can mess up a bridge is
31:24where they create a perfect ad. Hook,
31:27body, bridge into the body. But then
31:29right before the call to action, the
31:31bridge is just terrible. It just goes
31:33straight into the call to action with no
31:35real um thought as to why someone would
31:38move from the education piece of the ad
31:40suddenly into buying their product. And
31:42that's where you can actually see really
31:43good pieces of creative flop a lot of
31:45the time is they've actually messed up
31:47the end of the creative. So, just to
31:49recap everything you need to know about
31:50hooks, to make a good ad, you need to
31:53make a good hook. It is the reality
31:55because 80% of people don't get past the
31:57hook. So, the hook is very, very
31:58important. The purpose of a hook is to
32:00attract the right audience and then keep
32:01people watching. There's three different
32:03elements to a hook that most people
32:05don't even think about. It's not just
32:06the visual, but there's the audio
32:07element and then the actual copy. You
32:09might have a really good hook, but one
32:11of these three elements just needs to
32:12get tweaked to make it better and
32:14actually perform. Here's a general
32:17pretty good template for creating hooks
32:19very easily. Here is about eight
32:21different examples of different hooks
32:23that you can use.
32:25We obviously went through and we rewrote
32:27a few hooks. You want to look at
32:29clarity, relevance, and novelty when
32:31you're thinking about scoring hooks. And
32:33then you do not want to forget about the
32:36bridge into the body. The bridge is
32:38where you can lose a lot of people,
32:40particularly on your retention curves.
32:41And so you want to be thinking about how
32:43do we move from the hook into the body
32:45naturally while slowly increasing
32:48product awareness and not suddenly
32:50making it obvious that we're about to
32:51sell them