19d • Business Minute Reads
How to 2x-3x Your Reach on Content and Ads
Words I like: Make hooks specific enough to get the right people and broad enough to get as many of them as you can.
Business Minute: Make Hooks that Convert
Most people obsess over tweaking their ad script, offer, or CTA.
That’s why their ads don’t work.
People decide if they’re going to watch your content wether it's ads or organic traffic in the first 3 seconds.
If the hook sucks, nothing else matters.
Here’s the kicker:
A strong hook can 2-3x the number of people who keep watching.
Meaning you can potentially 2-3x sales by changing 3 seconds of your ad. Not bad.
Here’s my Hook Checklist:
First Time Through:
- Look at top-performing ads or content of other people
- Isolate the hooks
- Write down your favorite 50
- Use all of them in ads and content
Every Time After:
- Look at top 10% performers (top 5)
- Make 70% of your next batch of ads using those top 5 hooks
- Make 20% doing permutations of those hooks (think both visuals and words)
- Make 10% completely different hooks (model what you did in “FIRST TIME THROUGH”)
Good Hooks Contain:
- Some way to catch their attention (call out)
- Some implication of value if they consume it
Create More Variety Using:
- To make this easier for you/your team, I put the same example in each format.
- Conditions: If you’re a chiropractor, this video will get you more leads.
- Labels: Chiropractors I have a gift for you.
Real examples of my top performing hooks:
Ads
- Real quick question…can I have your email address? (B-roll with text on screen + A.I Voice over)
- The rumors are true…
- I hate how easy it is to make money. I hate how...
YT
- You guys want to hear something completely insane...
- On November 30th, 2022 the world changed forever.
- This video is ONLY for...
IG
- 5 things NOT to do immediatelyy after clocking out (if you want to leave your 9-5)
- Here’s a sign that you’re befriending dumb people
- If you have no money you start by selling your time, because you have time.
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How to 2x-3x Your Reach on Content and Ads
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