the content
hook library
Forty-two hooks you can fill in and post, with the reason each one works, an example, and what you need before you can use it.
Not another list of 200 hooks
You can find a thousand hooks in an afternoon. What is missing is why any of them work, and what you personally need to have before one of them is usable. That is most of what this is.
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, take a position.
The mechanism, not just the line
Every hook comes with a plain explanation of why it works, so you can tell when a variation of your own is going to land and when it is not.
What you need before you can use it
Each one is tagged. Some need nothing but you and ten minutes. Some need a number you have never counted, or a photo of the messy middle you will have to remember to take.
Five ways a hook fails
Including the swap test: put a competitor name on your hook, and if it still works you have written category wallpaper rather than a hook.
Where the hook actually goes
First line of the caption, first two seconds of video, and the three sentences that go underneath. The part most hook lists leave out entirely.
The extraction questions
Twelve prompts that produce the raw material, and a worked example showing one memory turned into three completely different posts.
One hook, in full
This is what all forty-two look like. Nothing is held back for a paid version.
You don't need [your service] if [honest disqualifier]. Save your money.
WHY IT WORKS
Turning business away is an efficient trust signal, and it costs you customers you would have disappointed anyway.
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.
NEEDS
Nothing but you. Pick the disqualifier you already say out loud on calls.
Questions
Yes. One email, one download, and you can unsubscribe from anything that follows. There is no paid tier of this and no upsell buried in it.
If you post about your own business, take the businesses edition. If you run social media for other people and you are trying to fill your own pipeline, take the social media managers edition. They share no hooks and no examples, so they are genuinely different documents.
Yes, just sign up twice and pick the other one. Nothing stops you, and if you run a studio you might legitimately want both.
No, and that is rather the point. The hooks are templates with brackets, and the brackets hold facts about your business rather than turns of phrase. If you can answer a question about your own work, you can fill one in.
The examples span trades, clinics, professional services, makers and repair work. The templates themselves are industry agnostic, because they are built on things every business has: a price, a process, a common question, and something that once went wrong.
You get the download and occasional notes when there is something new worth having. No list rental, no selling, no daily sequence. Unsubscribe whenever.