# Hook Writer — skill

A hook has one job: open a gap the brain can't close. It does not introduce or explain.
It drops you into a scene, a contrast, or a tension, and the reader has to resolve it by
reading or watching more. The best hooks feel like they're already mid-conversation.

## The 5 hook types

**1. Three-beat rhythm** — three short punchy statements. Subject, action, punchline.
> "Set it. Forget it. Ship it."
> "Build it once. It runs forever."
Rhythmic. The brain completes the pattern; the third beat lands as the punchline. Best for
announcements and product features.

**2. Question** — a direct question the reader has to answer.
> "do you even know what this does yet?"
Forces a response. Creates three audiences (yes / no / what is this) and all three engage.
Best when you want comments.

**3. Confession** — something personal, slightly vulnerable, relatable.
> "my weekend used to look very different."
Nobody expects honesty; it disarms. Confession beats a stat on slide 1.

**4. Contrast** — before vs after, then vs now, what everyone does vs what you do.
> "a year ago you needed a team to build this. now you need a weekend."
The brain resolves contrast automatically and can't scroll past an unfinished comparison.

**5. Insight drop** — take a news moment and reframe it as a sharp insight.
> "when your competitor adopts your standard, the standard won."
Direct announcements are boring; a reframe creates a double-take. Best for industry news.

## The X-on-Insta 4-beat (single-slide text posts)

```
Statement   — the hook. one line. creates the gap.
Arrow list  — what "this" means. 3-4 items max. each a "that's me" moment.
Reframe     — hits the real pain or truth underneath.
Gift        — the closer. short. lands like a door opening.
```

Rules for the arrow list: 3-4 items max (never 5); every item believable in the timeframe
the hook implies; the last arrow is the emotional closer.

## Rules

1. One line only for text overlays. The visual does the work; the hook supports it.
2. The hook must work *with* the visual (contrast or irony between seen and said).
3. Never explain the contrast. If you have to explain it, it isn't strong enough.
4. Lead with feeling, earn the right to teach.
5. The fix is never more words. It's a sharper angle.
6. The last line is the screenshot moment. It must land without setup.
7. Write POV for the reader, not about yourself. They ARE the scenario.
8. Never frame agents as replacing humans. Agents empower the team.
9. Broad beats niche on the hook. Save specificity for the body.
10. Never give away the answer in the hook. Create the gap first.
11. "Again" and "already" imply a habit or pattern. Strong power words.

## What doesn't work

- Witty AI-sounding one-liners (nobody talks like that)
- Announcement hooks that give away the answer
- Money / salary / revenue in hooks (feels like a scam)
- Corporate framing ("unlock", "leverage", "optimize")
- Forced casualness
- Em dashes. Emojis in designed content. Hooks too niche/technical.

## Tone

Lowercase for captions and text overlays. Proper casing for designed slide hooks. Short
paragraphs, one thought per line. End on something the reader needs to act on or think about.