The HookBook

SANDWHICH PREFACE

In this video:

I say a good hook has 5 parts. (written, spoken, visual, audial, looped) Well that’s technically true… there are actually 14 micro-parts to a “perfect/viral” hook.

Hooks are THE most important part of the video, you have just under 3 seconds to stand out and stop the scroll of any potential viewer.

And this “book” covers everything I know about the hooks I used to get 12k in three months lol.

Written Hook

So when I have an idea for a video,(for now we’ll use the example of: “filming in public”), what I do first is convert that thought into a hook. This is the basis for a good video and without the hook it’s hard to write the rest of the script.

I typically start with one of my storytelling templates as I find it helpful to just get SOMETHING on the page. (even if its a jumbled mess)

Hook Templates:

• "I don't know who needs to hear this, but..."

• I [dream]/[pain] [time]

• [time], I [dream] ‘cause I [pain]

• today, I woke up and [dream]/[pain]

• I’m a [profile] who/and [dream]/[pain]

• one thing you need if you wanna [dream]

• I’ve always wondered if i could [challenge]

• [time] ago I promised the world I’d [dream]

• as soon as I started [dream] [time] ago, I [pain]

• is it possible to [dream] without [pain] in [time]?

• the reason why you [pain] isn’t because of [dream]

• for the past [time] I’ve been [dream] ‘cause I’m [pain]

• here’s how to get [dream] in under [time] as a [profile]

• I figured out how to [dream] and I’m gonna prove it in [time]

BUT, how do you fill out the template in a way that doesn't sound generic and actually “hooks” people in?

STORY.

So for this example I want to tell the story of me going to New York to film in public and how that helped me get over my fear.

See? Already more compelling → your not just telling, your showing you’ve been were they are AND what steps you took to get to where you are now.

And how do we make it EVEN MORE INTERESTING?

Specific emotions, via dream and pain points.

A “dream” is: something your audience desperately wants but hasn’t reached yet

And a “pain” is: something they’re too afraid to admit out loud

Meaning: Use a universal belief, fear, dream, pain, or shame thought.

Meaning anything authentic and venerable that makes the viewer think “wtf, this is me”

Should sound natural, feel honest. emotionally hit, and be straight to the point

And it’s going to take some time to get a hook just right, here are a few examples I came up with:

“Growing up I was a really shy kid, so when I first started making content I HATED filming in public. Until I forced myself to fly to New York in order to get over my fear in one of the most public places in the world.”

“Today, I woke up and flew to New York City in order to conquer my fear of filming in public. Because, no one actually cares.”

“Is it possible to get over your fear of filming in public in 24 hours even though you’ve been shy sense you were a kid? Idk but I flew all the way to New York city to face my biggest fear in front of as many people as possible”

Much more relatable AND the rest of the script is way easier to write because all you have to say is just the condensed story of what you’ve already done. (oh and try to use the word "you")

I’ve also included a bunch of old hooks I use to start off with just incase the other ones weren't applicable to you.

Other Hooks For Reference

Interest Peaks Promo

Filming

Now the rest are the fun parts, what you say is THE most important thing so once you have that squared away the rest will only add to it (if done correctly of course.)

Now visual hooks are varied, but the main thing you need to think of when doing one is → DOES THIS BREAK THE PATTERN OF WHAT THEY’VE SEEN

And just think about it, when you’re scrolling and you come across a video of someone sitting in front of a desk with a Sure SM7B don’t you almost automatically scroll away?

The reason for that is because its not visual engaging at ALL. You’ve probably seen it before.

That’s why we need to break that up because if you do the same thing, people are going to scroll away to.

And luckily, its a lot easier than you think.

Here’s what I do:

1. Pick ANY activity

2. Think of 3 different angles you could show that activity from (wide, medium, close up, low, etc.)

3. Break the hook up into three parts and say each part while you do the activity

(yep thats literally it)

The reason this works (see below) is because the brain gets curios and likes to know whats going on, so if your doing ANYTHING → viewers brains will want to watch a little more by default, which gives us time for them to listen/read your spoken hook (which will be good because you did the first part and therefore they're more likely to watch the whole thing!)

Editing

Think of the editing as the polish on top BUT don’t over do it. Here is what I do to make sure my hook is engaging without feeling overwhelming.

1. A subtle zoom with a whoosh at the very start → this pulls the viewer into the video and helps “stop the scroll” (these zooms are also continued in & out throughout most of the video)

2. Then, I add SFX on keywords that I want to hit a little bit harder. For example when I say “content” I typically include a mouse clicking sound. (don’t over do sound design as the most important part of any video is the MESSAGE.)

3. And finally the music, I like to change tracks every 5-10 seconds BUT ALWAYS at the end of the hook. This breaks the pattern and helps set up the backstory even more. (to have a seem less music transition I put in some type of sound effect where I want it to stop, allow room for a one second pause, throw in a riser and at the PEAK I put a whoosh and transition into the next song.)

(here’s all my music and SFX too: Jackson's SFX - Google Drive)

FOR CAPTIONS:

No more than 5 words on the screen at a time and try to have them in the middle of the screen (but don’t cover your face lol)

80% of short form users have the sound off so what you’re saying needs to be readable as well.

Here’s the link to my font, overlay (to make sure nothing gets cut off by IG’s ui) and caption style preset: Jackson's Captions - Google Drive

(yes all for free lol)

The ‘Sandwich’ Hook Checklist

So after everything is said and done, sit back and watch your hook over and over. I like to follow this check list to help me know what to look for:

1. Does it spark an emotion? (fear, humor, curiosity, etc.)

2. Is there indicated value (problem/solution, story → what’s in it for them?)

3. Is it genuine?

4. Does it have mass appeal? (while we want to be niche, because we're telling OUR story: some of our followers may just like us for us, those wider pain points can be hit here.)

5. Can you apply any social proof?

6. Is it appealing to look at?

7. Is the audio clear? (meaning, can they hear what you said, does the music match he tone and is there effective sound design?)

8. Is the caption clear and easy to read?

9. Does it feel rare, like they found a secret piece of info? (helps with saves)

10. Does it include the word “you? (pulls them in, sometimes when story telling I say → you ever feel like X? Me too *insert story here*)

11. Does it have rapid movement in the first 5 seconds? (this means multiple clips, fast cuts.)

12. Is there a “whoosh” sound effect along with a zoom in the first second? (this pulls the viewer in your video)

13. At least 2-5 words in the hook have sound effects with them (example: when I say video, I put a shutter sound effect)

14. Does the music end on the final word of your hook? (I sometimes put in a sound effect to cut of any songs that don’t naturally end at this step, then riser + whoosh into next song.)

15. Did you say the last line of your script prior so that it loops the video seemlessly?

And the last I like to do is to make sure it follows the “Triple A Framework.” Basically make sure its:

• Appealing → meaning it grabs attention fast

• Affective → makes them feel something

• Authentic → true to your story