# FREE Copywriting Masterclass - Writing Hooks

https://www.youtube.com/watch?v=uUH8GcOy82k

[00:00] Right.
[00:02] Welcome.
[00:03] In this video, I'm going to be giving you an absolute master class.
[00:07] And this master class is going to be about how to write hooks.
[00:11] So, for any of you in marketing or media or copywriting, you will know that hooks are the most important thing in any of the work you do.
[00:20] It's the first 5 to 10 seconds.
[00:21] And in this video, I'm going to be teaching you how to write them [ __ ] magnificently, like the best ever.
[00:25] Like nothing comes close.
[00:28] All right?
[00:30] So, pay attention.
[00:31] So, for those of you that don't know or those of you that need a [ __ ] refresh on your knowledge, a hook is basically the opening piece of media or content, typically the first 5 to 10 seconds, maybe a little bit less.
[00:42] And it's just the opening.
[00:44] And the word hook comes from hooking your attention.
[00:47] So, you're sitting there like a [ __ ] scrolling away, scrolling away, scrolling away.
[00:49] I'm trying to hook your attention.
[00:51] All right?
[00:53] You were scrolling [ __ ] YouTube before you saw this video.
[00:57] My thumbnail hooked you in.
[00:59] The first 3 seconds of this video hooked
[01:01] You in.
[01:01] That's why you're still here.
[01:03] I hooked you in.
[01:04] All right?
[01:06] That's what the [ __ ] hook is, okay?
[01:07] And the only job of the hook, the only job, is to keep your attention for the first 10 seconds.
[01:13] Whether that's something you read or that's something you watch or that's something you listen to, its only [ __ ] job is to keep you hooked for the next whatever duration of however long the [ __ ] thing is, okay?
[01:25] And something important that all of you should write down because I guarantee most of you do not [ __ ] know this.
[01:31] When you're writing hooks, when you're writing anything, 80% not 18, 80% of your information, sorry, of your effort should go into the hook.
[01:41] So, for example, for this video and for this title of this video, 80% of my energy went into how I'm going to start this video and the title of this video.
[01:50] The rest, I don't know what the [ __ ] I'm going to do or the what the [ __ ] I'm going to say.
[01:52] It's just going to come out naturally.
[01:54] But 80% of your effort should go into the hook.
[01:58] If you're writing emails, if you're writing ads, 80% of your imaginary complex and your
[02:02] Imaginary juices should be going into the first line.
[02:08] 80%.
[02:08] Because there's no point writing anything else if no one even starts reading it.
[02:14] You have to hook people in.
[02:16] All right?
[02:16] It's so important.
[02:18] So, listen to this so that you know how to do it.
[02:22] All right?
[02:22] So, I'm going to go through some of the hooks I see, some of the hooks that are really, really good.
[02:31] I'm also going to go through one of the best hooks I've ever seen in my entire life.
[02:35] And then I'm going to give you an example of this hook in motion so you can see what it looks like and use it in your day-to-day life.
[02:40] All right?
[02:40] The people I teach, the people I'm teaching this one-on-one, are hammering it with this.
[02:45] This is all I'm teaching them.
[02:47] All right?
[02:47] So, this is really going to help.
[02:48] If you want any more information on that, or you want to get some help, you can click a link down there below.
[02:53] But, nonetheless, here are the hooks.
[02:55] The first one is question hooks.
[02:57] So, a question hook is personally my go-to.
[02:59] Whenever I'm trying to write something, a lot of you will know this if you read any
[03:03] Of my personal go-to hook is a question hook.
[03:10] And it's obviously very straightforward.
[03:13] It's basically the opening line being a question.
[03:15] All right?
[03:17] So, the opening line would be something like, "Have you ever?
[03:19] What do you think?
[03:20] Does this happen to you?
[03:23] Are you X Y Z dot dot dot?
[03:25] What do you think about da da da da da X Y Z?
[03:26] Whatever.
[03:29] It's just the opening line being a question.
[03:32] All right?
[03:33] Now, the reason I do questions in the opening line, and this is important, is because questions elicit attention.
[03:39] If I'm just talking away, talking away, rambling, rambling, rambling, rambling, rambling, you're not really listening.
[03:45] You're kind of listening, but you're not really listening.
[03:48] If I ask you a question, now you're listening.
[03:51] Why?
[03:53] Because now it feels like I'm speaking to you directly.
[03:54] It doesn't feel like you're watching a video.
[03:56] It feels like I'm talking to you.
[03:57] Where are you sitting right now?
[04:00] Where are you sitting?
[04:02] What did you have for dinner?
[04:02] Why are you watching this?
[04:04] How much money are you making?
[04:06] Does this make sense?
[04:08] When I ask questions, you're suddenly like, is he talking to me?
[04:13] When you read questions, you think, is the page talking to me?
[04:17] When you ask a question on a page, it goes from the reader reading the page to the page talking to the reader.
[04:23] Do you see the difference there?
[04:25] So, that's why I use questions so much because it's so good at getting attention.
[04:31] When someone's talking to you and they ask you a question, you usually give them your attention.
[04:34] It's very rare you're standing there someone says, "Hey, what are you doing today?" and you just go like a [ __ ] robot.
[04:40] That never happens.
[04:43] Questions elicit attention.
[04:46] It's just hardwired into us.
[04:46] So, that's why I use them so much.
[04:47] That's why I use them in my opening lines and that's why you should use them.
[04:50] Like you can use other things.
[04:51] I'm not going to say anything else doesn't work, but I just see so much success with them.
[04:58] You know, "Hey, have you ever figured this out?
[05:00] Hey, are you doing this?
[05:02] Hey, have you realized this?
[05:03] Are you doing this and seeing no results?
[05:03] Are you
[05:05] Wondering why this?
[05:05] Do you think this?
[05:07] It's like the reader opens it and immediately they're being engaged with.
[05:11] You know, and it's also follows the principle in copywriting where you put all the attention on the reader.
[05:17] You literally speak I'm literally speaking to you.
[05:21] Okay.
[05:22] So, that's the first one.
[05:22] The second one is a big statement, all right?
[05:29] This is a bit more in my opinion, but it is still good for some reasons.
[05:33] So, big statements.
[05:36] If I open this like I How did I open this video?
[05:39] I opened it and said, "I am going to teach you something amazing."
[05:42] This is a masterclass.
[05:44] A big statement.
[05:46] If you go through any of my videos, you'll see, basically the first 5 seconds is a massive statement.
[05:51] Why?
[05:51] Because massive statements make you think, "Who the is this guy?
[05:54] What the are you saying?
[05:56] You're full of.
[05:56] What the You're about to change my world.
[05:59] You're about to change my life.
[06:01] You've made a statement that sounds too good to be true.
[06:02] What the are you talking about?
[06:04] Big statements elicit big attention.
[06:07] Right?
[06:08] Some examples.
[06:08] LinkedIn is a great app.
[06:10] Which is obviously false.
[06:12] How to make money selling bathwater.
[06:15] Your grandma was a prostitute.
[06:19] Mickey Mouse is a —
[06:24] Honestly, my editor is going to be editing this.
[06:25] What the [ __ ]
[06:32] But you get my point.
[06:34] If you have a big statement, it doesn't matter how ridiculous it is.
[06:37] If you have a big statement, it's going to elicit attention.
[06:37] It's going to hook you in.
[06:39] If you're reading Twitter and the [ __ ] tweet is your grandma is a prostitute.
[06:44] Oh, I literally — oh, I can't get it up.
[06:47] There's a tweet I want to put it up.
[06:48] It's the most [ __ ] awful thing I've ever seen in my life, but it literally — it caught my attention.
[06:52] I [ __ ] stopped in my track.
[06:54] If you have a really, really outlandish big statement, it's going to catch people's attention.
[07:00] It is going to catch people's attention.
[07:01] Simple as that.
[07:03] You know?
[07:04] And and then after that, you can do what you want.
[07:05] My most famous email ever, all
[07:07] of you on my email list, was getting on a balcony.
[07:11] That was the title of the email.
[07:13] I'm getting a [ __ ] on a balcony.
[07:15] And then the email was about how I I'm a copywriter.
[07:16] I can go wherever I want.
[07:18] I got bored.
[07:19] I came to Spain.
[07:21] I got bored in Spain.
[07:22] I was on a terrace.
[07:23] There were two [ __ ] that came over.
[07:25] Oh, they were like, "Oh, what do you want to do today?"
[07:26] I was like, "You know, I kind of just want to get a [ __ ] on a balcony."
[07:28] And they both blushed.
[07:30] We all know how that story ended.
[07:31] But the point is is that that [ __ ] statement intrigued all of you.
[07:37] What the [ __ ] is that about?
[07:38] Don't know.
[07:39] Click.
[07:41] Big statement, all right?
[07:44] So, when you're writing for your clients make a big statement.
[07:47] All right, now obviously you're not going to be able to get away with everything.
[07:49] Like I doubt your [ __ ] client's going to be allowing you to fake [ __ ] write grandma prostitution and Mickey Mouse pedophilia, but you can write something very outlandish and still get away with it.
[07:59] Okay?
[08:01] The third one is statistic.
[08:03] Statistic hooks are great because statistics always stand out.
[08:05] Obviously we're a we're a you know mammal of language, but numbers come up
[08:09] And numbers are unusual.
[08:10] So whenever we hear a number it catches our attention.
[08:13] If I say for example, in-person outreach has a 40% success rate or cigarette damage is reversible after 35 or you'll sign three high-ticket clients in 90 days in Copy Academy.
[08:27] Those are all our statistics.
[08:28] And by the way, they're all [ __ ] true.
[08:31] Link in bio.
[08:33] But those are all statistics and they stand out.
[08:35] A statistic stands out because everything is just words and if there's a number it stands out.
[08:41] 40% of people that do in-person outreach will sign a client.
[08:45] It's got a 40% success rate.
[08:47] 40.
[08:50] You can numeralize it.
[08:51] You can actually put it into the real world.
[08:52] 40% is — oh, wow, really?
[08:53] That's quite a lot.
[08:55] Yeah.
[08:57] So statistics work really well.
[08:58] You can do that in anything.
[09:00] If you have a client and they sell something, put a statistic on the front.
[09:02] Okay, whatever the [ __ ] it is.
[09:04] Water.
[09:05] If you have 3 L of water a day your dick gets bigger.
[09:07] I don't know.
[09:08] That's what I'd say if I wrote for this [ __ ] company.
[09:12] Bro, get the money.
[09:13] Worry about the lawsuits later.
[09:15] Is it true?
[09:17] I don't know.
[09:17] Get some [ __ ] spending millions of dollars trying to figure out if [ __ ] drinking water makes your dick even bigger by 1 cm.
[09:23] If it makes it bigger by 1 cm, technically I'm not in any trouble.
[09:25] But that's the [ __ ] title I'd use if I wrote for this [ __ ] water brand.
[09:30] The first email would be larger genitalia through the water we we we produce.
[09:36] And that would kill.
[09:37] I'd be I would literally pitch them and be like, "I'm going to get your most opened email ever, first try."
[09:42] They'd be like, "This is full of shit."
[09:43] I'd be like, "Trust me.
[09:46] Don't say I can't do something and let me do it.
[09:46] Don't [ __ ] with me.
[09:50] I guarantee you'll get a 40% open rate.
[09:51] You'll sell about 4 million bottles in one weekend.
[09:54] "Bigger penis by drinking our water."
[09:56] Bang, done.
[09:58] And is it true?
[10:00] I don't know.
[10:00] I'd make up some [ __ ] like being more hydrated means your body works better, you're faster, more release, more blood flow through your body, more blood in your dick, bigger dick.
[10:10] And that's off the top of my [ __ ] head, all right?
[10:11] But big statements
[10:12] Would stick, all right?
[10:14] So, don't be afraid to use them and statistics.
[10:16] That's two in one.
[10:18] I can make it all three in one.
[10:19] Did you know by drinking water you get a bigger dick by 1 cm?
[10:21] Bang.
[10:24] Who the [ __ ] isn't opening that email?
[10:26] Everyone.
[10:28] I'm a genius.
[10:31] Now, as good as those are, there is something better, okay?
[10:33] And this is the best hook ever, all right?
[10:37] This is the dog's bollocks.
[10:40] This is the [ __ ] cat's [ __ ] fanny.
[10:43] This is everything, all right?
[10:46] This hook could catch Road Runner on meth, bro.
[10:53] This is the [ __ ].
[10:55] And that is contrarian statements.
[10:56] For those of you that don't know what a contrarian statement is, a contrarian statement is basically saying something against what you expect someone to say.
[11:03] So, for example, if I say water doesn't hydrate you, that's a contrarian statement, okay?
[11:08] Because it's so like, "What the fuck?"
[11:09] It's like a big statement, but it's also like, "What?"
[11:13] It's like, "Water doesn't hydrate you.
[11:15] Tom Stoic doesn't get [ __ ] Fat
[11:17] people are are nice to look at."
[11:19] Contrarian statements are just against the norm.
[11:24] And the thing is, if you're in an industry and you hear a contrarian statement, you're going to be more invested.
[11:29] It's proven that people are more likely to pay attention to bad news than good news, or negative news than good news.
[11:35] So, that's that's how it works so well.
[11:37] And if you open content, or you open an email, you open an ad with something like this, I teach people this [ __ ] I mean in depth.
[11:44] You're not going to know it all here.
[11:45] You've got to pay for that [ __ ]
[11:47] But, I teach people this basically in depth.
[11:49] And this is how it works.
[11:50] You just open the content with a contrarian statement, okay?
[11:53] And I don't mean like a little bit contrarian.
[11:55] I don't mean like, "Oh, you know, water doesn't really make you that hydrated.
[11:59] Water There's better ways to get hydrated than drinking water."
[12:02] No, like, "No, water doesn't [ __ ] hydrate you."
[12:07] That would be the opening sentence.
[12:10] "Are you dehydrated?
[12:12] It's because you're drinking water."
[12:13] Like, "What the [ __ ]
[12:14] Who the [ __ ] is reading that and not going, what the fuck?
[12:17] Like but it's that contrarian that they're like they're just so intrigued they're like, "I have to keep reading.
[12:22] I have to keep reading this."
[12:24] You know what I mean?
[12:27] So, an example of how this works, all right?
[12:29] You can you can read this and go through it more than once.
[12:32] I suggest you do.
[12:33] Some Some of you should write this down.
[12:36] It will really help.
[12:39] And this is how it works.
[12:41] So, I'll read it and you can just go along, okay?
[12:42] So, this is for a fat loss coach.
[12:45] Obviously, I love fatties.
[12:46] And any of my viewers that are fatties, you should lose some [ __ ] weight, you fat [ __ ].
[12:52] So, this should hopefully help.
[12:53] So, if I was writing this email for a fat loss coach, the email would go like this.
[12:56] "Hey, name.
[12:58] Did you know that eating snacks before bed actually doesn't matter?
[13:03] It has a zero bearing on weight loss whatsoever.
[13:05] Neither does cardio, nor the form of it.
[13:08] In fact, counting calories altogether is obsolete and not necessary to shed pounds, regardless of situation or background."
[13:15] Is what I'm hearing some people say online.
[13:19] Listen, name.
[13:19] Unlike Marvel movie movies or pipe dreams, I live in reality.
[13:24] And due to that pertinent fact, give you advice which actually abides by the rules inside of it.
[13:30] So, let me be clear.
[13:30] Before you scroll Twitter mid-dump or hear out your wacko friend at brunch who claims to have found the secret weight loss protocol, remember, weight loss is calories in versus calories out, pure thermodynamics, as concrete as the [ __ ] ground we walk on.
[13:47] That will never change, nor will your scale if you think otherwise.
[13:50] The cold, hard facts to lose weight remain the same.
[13:54] And if you click here, I'll show you how to use them in transforming what you see in the mirror.
[13:58] T.
[14:00] So, what I did there is I opened with complete contrarianism.
[14:05] What do fat people hear all the time?
[14:07] Stop eating snacks.
[14:07] Stop eating before bed.
[14:10] If you eat too much food, you're going to put on weight.
[14:13] They hear this [ __ ] all the time.
[14:13] If you're a fat [ __ ] and
[14:15] You open an email and it says, "Did you know eating snacks before bed actually doesn't matter?"
[14:21] You're going to be like, "What?"
[14:24] "WHAT?
[14:26] I CAN BE A FAT [ __ ] I can be a fat [ __ ] and it doesn't matter?"
[14:30] You're going to read that email just for the pure dopamine of being the of the of the fact that you might be able to be a fat [ __ ] for the rest of your life and it won't matter.
[14:37] And then halfway down, they snap back to reality.
[14:40] But by that point, they're hooked.
[14:42] They're already in.
[14:43] Okay?
[14:45] That's the best hook ever.
[14:49] That is the best [ __ ] spit my tongue.
[14:52] That is the best hook of all time.
[14:55] I use this when I really need to get someone listening.
[14:59] All right?
[14:59] So, you can use it for whatever you're writing.
[15:02] If you have a client and you really need to [ __ ] prove to them that you can get open rates or click-through rates, use a contrarian statement.
[15:08] Because your whole industry, whoever you're writing for, they believe certain things.
[15:13] They believe certain things, right?
[15:13] If I'm writing for a golf brand,
[15:15] We believe that Titleist is the is the best golf ball.
[15:18] If you hit a driver, it goes further than hitting an iron.
[15:23] If you hit it in the in the wet, it's going to go shorter.
[15:27] Like things are just known in the golf world.
[15:29] If I open an email and say, "A better ball than Titleist."
[15:34] Or some [ __ ] like, I don't know, "How to hit the ball straight every time."
[15:39] Which is obviously impossible.
[15:41] If I open with statements like this, golfers are going to be like, "What the [ __ ] is this?"
[15:45] "Water doesn't hydrate you.
[15:49] People are going to be like, "What? Huh?"
[15:53] And then they're going to read, and now you've got them hooked.
[15:55] You see this in TikTok all the time.
[15:57] I don't watch too much TikTok because I have a brain.
[16:00] But you see this on TikTok, and it'll just be the most [ __ ] [ __ ] nonsense ever.
[16:07] You see some chick, and she's like, "I get no attention online."
[16:11] And she's literally got her tits out.
[16:14] Uh it's just like the the dumbest [ __ ]
[16:16] But it works.
[16:18] Like contrarianism just works, and you'll see it.
[16:20] You'll try and spot it and be like, "Fuck, why am I reading this?"
[16:23] Oh, because they said something which goes against everything I know about this topic.
[16:28] So, yeah, you can use that.
[16:29] It works immaculately.
[16:31] And if you do use it, your open rates are going to [ __ ] go through the roof, and your hooks are going to be a million times better.
[16:37] So, you're welcome.
[16:39] I think that's everything.
[16:43] Oh.
[16:45] One more thing.
[16:46] If you want to get help, I do offer one-on-one help.
[16:49] It's immacula.
[16:50] I'm really [ __ ] good at what I do.
[16:54] Um.
[16:55] So, yeah, if that's something you're interested in, you can click the link below or DM me on Instagram Stoic, and I'll ask you a few questions to see if I can help you.
[17:03] But yeah, besides that, get the [ __ ] after it.
[17:04] See you soon.