Here's the uncomfortable truth: people decide whether to keep watching before you've finished your first sentence. Not your third. Your first.

After writing hooks for 300+ brands, I stopped trusting inspiration and started using a formula. It has three parts, fits in one sentence, and works for jewellers, coaches and ceramicists alike.

1. Name the person

Start with who it's for. "If you sell handmade jewellery…" instantly filters your audience and makes the right people lean in.

2. Poke the problem

Say the thing they're secretly thinking. "…and your best pieces get eleven likes…" Specific beats clever, every time.

Specific beats clever. Every. Single. Time.

3. Promise the payoff

Finish with what they get for staying. "…here's the photo trick that tripled our sales." Now they have a reason to watch to the end.

Try it now

If you [person] and [problem], here's [payoff]. Write five. Post the weirdest.

Want thirty more? My free swipe file has every hook I've tested, sorted by format.