Hooks That Stop the Scroll

The first three seconds decide the other twenty-seven, so they deserve their own production process. Build five, judge them without affection, and ship the one that survived.

What you finish with

Five 3-second hooks, scored cold, with the winner cut onto a full ad.

What you need

An existing ad body or product clip to attach a hook to.

Lessons · 1 hr 27 min

1. Sort your account by three-second view rate (6 min)
2. Write your product into six hook shapes (10 min)
3. Write a hook as a shot, not a sentence (8 min)
4. Generate five in one sitting (14 min)
5. The mute-and-thumbnail test (8 min)
6. Take apart an ad that already works (10 min)
7. Score before you spend (8 min)
8. Splice the winner onto the body (10 min)
9. Build the variant set (8 min)
10. Name things so you can tell what won (5 min)