Forty-two fill-in-and-post hooks, with the reasoning behind each pattern, a worked example, and exactly what you need before you use it.

Each hook is a template with brackets, and the brackets hold facts about your business: a price, a process, a common question, something that once went wrong. Every hook comes with why it works, when to use it, and what you need before you can post it.

Includes:

• 42 hooks, in seven parts (sorted by what the post is trying to do: earn trust, answer an objection, show the work, sell without selling, start a conversation, reintroduce yourself, or take a position)
• Why each one works (every hook comes with a plain explanation of the job it's designed to do, so you can judge whether a variation fits the post and decide what to test)
• What you need before you use it (each hook is tagged; some need nothing but you and ten minutes, others need a number you haven't counted or a photo of the work in progress)
• Five ways a hook fails (including the swap test: put a competitor name on your hook, and if it still works, you've written category wallpaper instead of a hook)
• Where the hook goes (the first line of the caption, the first two seconds of video, and the three sentences that go underneath, the part most hook lists leave out)
• The extraction questions (twelve prompts that produce the raw material, plus a worked example showing one memory turned into three completely different posts)
• Two editions (one for businesses and one for social media managers, sharing no hooks and no examples)

One hook, in full, the way all forty-two are given. Hook 17, sell without selling: “You don't need [your service] if [honest disqualifier]. Save your money.” Best used as a talking-head video or caption opener. What it is designed to do: an honest disqualifier can clarify who the offer is for and show that fit matters more than forcing every inquiry toward a sale. The example: “If you're moving within the year, don't get the built-ins. Buy a good freestanding unit and take it with you. I'd rather tell you that now.” What you need: nothing but you. Pick the disqualifier you already say out loud on calls.

If you post about your own business, take the businesses edition. If you run social media for other people and you're trying to fill your own pipeline, take the social media managers edition. They share no hooks and no examples, so sign up once for each if both are useful. The examples span trades, clinics, professional services, makers, and repair work. Free: one email with the download, which doesn't add you to the Tide Digest or another list. Your address is used to send the edition you asked for and to keep a record of that request, and is never rented or sold.