The Hook Sheet
A two-page worksheet for developing and comparing creative hooks.
Guides & Templates
The Hook Sheet
Find an opening that earns attention. Develop distinct creative ideas for your offer and decide what each test should teach you.
Bring sharper questions, stronger creative, and a clear next step to your work.
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Give the first seconds a job
The Hook Sheet helps you write different opening ideas for one offer, then decide what you want a test to teach you.
Build a stronger opening
- Audience awareness: does the person recognise the problem, know the category, or already know your product?
- Opening shape: try a problem, an unexpected result, a pattern interrupt or a supported statistic.
- Specificity: move from a broad situation to the detail your intended customer recognises.
- Variation: write three distinct ideas, then keep the rest of the offer clear enough to compare them.
Read the signals in context
The sheet includes example creative metrics and production prompts. Those ranges are workshop heuristics, not universal performance standards. Check the platform’s metric definitions and compare like-for-like tests.
Try the hook exercise and draft a line in your browser. The writing prompts flag simple patterns; they do not verify claims or predict performance.
Pair it with the First Test Blueprint for the campaign around the creative.
TRY IT HERE
Put the idea to work.
Compare different ways to open an ad, then develop a hook of your own. Your writing stays on this page.
Workshop exercises
Open the practice lab.
Complete the short resource form to explore these exercises and take the workshop materials with you.
Open the workshop03 2 min
Find the hook
Compare three openings for the same fictional offer. Choose a credible angle worth testing, then write a version of your own.
Fictional workshop scenario Adapted classroom exercise. All names, businesses and figures are fictional; amounts are planning examples, not forecasts.
The offer on the table
Priya’s app: tax and budgeting maths for freelancers, free download, $8 a month after a 14-day trial
Three ideas for one offer. A test will tell us which earns a useful response.
- Who it is for
- Freelancers who set aside nothing for quarterly taxes
- Where they are
- Problem aware: the audience recognises the quarterly-tax problem.
- Format
- Talk to camera, vertical, shot on a phone, sound on
- The rule
- Three different hooks, same offer. Not three edits of one
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1 / 1 Pick the strongest test
Which of these is the strongest first test?
Use the stated audience, a specific problem and a claim the offer can support.
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“Meet Ledgerly, the all-in-one financial companion for independent professionals.”
Not this one
This opening describes the fictional product before giving a problem-aware freelancer a reason to care. It is a testable angle, but it is less specific to the stated audience than the problem opening.
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“Quarterly taxes again. Did you set anything aside?”
Strongest choice
A concrete situation and a direct question make this a useful first candidate for the stated audience. It does not guarantee attention or conversion. Compare it with a different credible angle and check actual results.
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“Never owe another surprise tax bill, guaranteed.”
Not this one
The fictional offer does not support this guarantee. Remove the absolute claim and test a benefit the product can demonstrate. Strong wording still needs evidence.
A useful creative comparison
- Audience
- A problem-aware freelancer
- Specificity
- A concrete quarterly-tax situation
- Credibility
- No unsupported tax-outcome guarantee
- Variation
- A different opening idea for the same offer
- Evidence
- Actual test results, not a predicted winner
For the next variant, keep the offer and audience stable and change the angle. Use the test to learn which idea deserves more work.
From the public workshop · Hook Sheet pages 1 and 2, slides 28 and 29
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This is a candidate to test, not a guaranteed winner. The evidence arrives when real people respond.
Now write one
Your opening line, for the same offer
Five writing prompts inspired by the Hook Sheet, checked in your browser as you type. These simple wording checks cannot verify a claim or predict performance. Read the suggestions, then test the idea. Your draft stays on this page and disappears on reload.
What the checklist looks at
- A concise draft: twelve words or fewer is a writing prompt, not a timing rule.
- Contains a word from this fictional freelancer offer’s vocabulary.
- Flags a short list of absolute words for an evidence check.
- Checks whether the opening begins with a common product introduction.
- Looks for wording patterns that may suggest a hook shape.
Guides & Templates
The Summit Field Guide
A practical guide to the marketing, creative, and sales systems behind your next stage of revenue growth.
- Build demand for your business
- Give your sales process direction
- Find your next step
Explore the field guide
Guides & Templates
Gevity Workshop Workbook
Turn campaign ideas into a plan you can act on. Develop the offer, sharpen the creative, and work through the decisions before launch.
- Build a focused campaign plan
- Develop stronger creative
- Practice real decisions
Get the workbook
Guides & Templates
First Test Blueprint
Give your first campaign a clear goal, a focused offer, and a way to know what is working before you spend.
- Choose the right objective
- Focus the offer and audience
- Set a useful review plan
Get the blueprint
LET'S BUILD WHAT'S NEXT
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