- Marketing Qualified - A Reel Axis Publication
- Posts
- Why your hook isn't working
Welcome back to Marketing Qualified! Here’s what we’re talking about this week:
Why your hook isn't working. The 3-step process to fix it.
Why this ad went viral. Nike’s advertising class is in session…again.
🪝 Why your hook isn't working.
Marketers worship “the hook.”
At least they have for the past several years, as short form video has become more popular and AI slop has made things noisier than ever.
But here’s the thing…
One hook can’t carry your content anymore.
People are more skeptical than ever. Scrolls happen faster. Attention decreases as each second passes.
Which means your creative has to layer tension, context, and recall all in one asset.
The myth ❌
“You just need to grab someone in the first 3 seconds.”
But if that's all you focus on, here's what’ll happen:
You’ll get clicks but no conversions
You’ll drive views with no recall
You’ll confuse the algorithms with inconsistent engagement
The fix ✅
Add attention layers.
Layer 1: Break the pattern
Open with some sort of friction: Movement. Disruption. A bold claim. A surprising metric.
It doesn’t have to be jarring. It just has to feel different from the last 15 things they saw.
Layer 2: Hold up the mirror
Add in a ‘meta hook.’ It should reflect what the viewer is already thinking, and make them feel seen. Mirror what’s already in their head:
“I’ve tried this before and it didn’t work.”
“Sounds good, but how would this fit with our current stack?”
“Bet it’s overpriced.”
Anticipate the thought. Say it. Then resolve it right away.
Layer 3: The anchor phrase
Most buyers won’t act now. But if you can plant an idea they remember later, you still win.
Something they’ll recall in a meeting or a Slack thread 3 weeks later.
“That’s that guy with the cold email teardowns everyone shares.”
“Oh yeah, they have that 'your pipeline is lying to you' campaign, right?”
“Isn’t that the AI tool that rewrites landing pages in your brand voice?”
That's the recall layer, and it drives delayed conversions.
How this plays out in the real world 🌎
Let’s say you’re shooting a case study video:
Pattern break: “$2M in pipeline in 60 days”
Mirror hook: “I didn’t believe it would work either. Here’s what changed my mind.”
Recall layer: “Honestly? It’s the only tool our CFO hasn’t tried to cut.”
One hook gets attention.
Three hooks earn action.
📰 In the news this week.
👶 Generational theory still matters for marketers.
📉 Trending is out—YouTube is now all about your interests.
🔗 Instagram won't punish posts that say “link in bio,” confirms CEO.
🔎 ChatGPT for SEO: Boost rankings & automate workflows.
👖 American Eagle’s controversial ad campaign explained.
This ad went viral last week. It’s a great reminder of why Nike continues to hold its title as the advertising GOAT.
The ad features pro golfer Scottie Scheffler with his son after his recent Open Championship victory.
It reads: You’ve already won. But another major never hurt.
People loved it.
So, why does it work so well?
It’s simple.
It gives a powerful juxtaposition.
It makes you feel something.
Take notes.
😂 Marketing meme of the week.
How'd we do with this week's newsletter?
A READER’S REVIEW
Enjoy this newsletter? Forward it to a friend to spread the love.
Want us to write about something specific? Submit a topic or idea.