🪝 Hook Formulas Master

THE 12-DOOR TAXONOMY (Range Check — /hook-matrix)

Before pulling formulas, pick the DOOR. 12 psychological hook types (Mark Masters, copywriting.ai, 07-2026) — use as a range checklist so a batch never becomes one idea rephrased. Full workflow (spread 2/type → best/worst-3 diagnostic → drill winners 20 at a time → tag [Type] and track results) lives in the /hook-matrix skill.

1. Question Hooks

Yes-Question (Hormozi)

• "Would you [action] to have [dream outcome]?"
• "Would you pay $1,000 to have the business of your dreams?"

Open-Choice Question (Hormozi)

• "Which would you rather be — [option A] or [option B]?"
• "Which would you rather be — overworked or overpaid?"

Wonder / Curiosity Question (Hormozi)

• "[Audience]: Do you ever wonder if [hidden problem/cause]?"
• "Business owners: Do you ever wonder if you're working on the wrong stuff?"

Who-Else-Wants (Nick)

• "WHO ELSE WANTS [desired result] — WITH [removed limitation]?"
• "Who else wants whiter wash with no hard work?"

What-If Reframe (Travis Reversal)

• "What if everything you knew about [topic] was wrong?"
• "What if everything you knew about saving for retirement was wrong?"

What-If Reveal (Sam Piliero)

• "What if I told you there's a [product] that [unexpected claim]..."
• "What if I told you there's a moisturizer that doesn't moisturize..."

Have-You-Wondered (PTI / Bishal)

• "Have you ever wondered why/how [phenomenon]..."
• "Have you ever wondered how you can build your own software company?"

Status-Recognition Question (Evan)

• "Do you keep [getting passed over for / not winning] [outcome] despite [their qualifications]?"
• "Do you keep getting passed over for management opportunities despite an insanely good track record?"

Poignant Comparison Question (Ad Angle Mining)

• "Are you tired of [emotionally loaded scenario] while [enemy/peer] [enjoys outcome you want]?"
• "Are you tired of watching everyone else succeed while you're stuck?"

Industry-Insider Question (Sky House BRT)

• "Ask any [Expert]: What would you Give your own Wife for [Problem]?"
• "Ask any Derm: What would you Give your own Wife for Dark-Spots?"

Should-I-Fire Question (Sky House BRT)

• "Should I Fire My [Authority] After '[Solving]' My [Problem] Without Her Help?"
• "Should I Fire My Dermatologist After 'Clearing' My Dark-Spots Without Her Help?"

Why-Can't-You-Fix-Your-Own (Sky House BRT)

• "'You're supposed to be a [Expert]... Why can't you fix YOUR [Problem]?'"
• "'You're supposed to be a Dermatologist... Why can't you fix YOUR Dark-Spots?'"

Best-Place-To-Shop (Sky House BRT)

• "Where's the BEST place to shop for [product]... is it [Store 1], [Store 2], [Store 3], or [Store 4]?"
• "Where's the BEST place to shop for Dark-Spot Creams... is it Sephora, Nordstrom, Saks, or Bloomingdales?"

Twin-Challenge (Nick)

• "WHICH [comparable item] HAS [the proprietary thing]?"
• "Which Twin Has the Toni?"

Industry-Pissed Question (`/hooks` Authority Betrayal)

• "Is anyone else pissed that no one prepared you for [life stage]?"
• "Is anyone else pissed that no one prepared you for menopause?"

Common-Product-Scam Question (`/hooks` Authority Betrayal)

• "Can we talk about how [common product] is basically a SCAM?"
• "Can we talk about how body wash is basically a SCAM?"

Paradox Question (Luke Iha)

• "How is it that [accepted fact A] and [accepted fact B] can both be true?"
• "How are 2,500-year-old teeth perfectly preserved while ours rot by 40?"

Moral / Too-Good Question (Nick)

• "IS IT [moral/legal concern] TO [achieve result] THIS EASILY?"
• "Is it immoral to make money this easily?"

Disarmingly Direct Ask (Hormozi)

• "Can I have your [contact info / email / phone]?"
• "Can I have your email address?"

2. Conditional / Avatar Callouts

Direct Avatar Callout (Hormozi Label Hook)

• "[Avatar/audience], [promise or gift]"
• "Local business owners, I have a gift for you"

Conditional Avatar (Hormozi)

• "If you're a [specific avatar] [doing/charging/struggling with X]..."
• "If you're a copywriter charging less than $5K/month..."

Filter-Upmarket Avatar (Evan)

• "If you're a [premium qualifier] tired of [premium-tier pain]..."
• "If you're a sales manager tired of long hiring cycles for your next A-player closer..."

Generic Identity (PTI)

• "If you're a [specific persona], this is for you"
• "If you're a woman over 45 who's tried everything..."

Tried-Everything Conditional (Hormozi)

• "If you've tried everything and still [unresolved pain], this is why"
• "If you've tried everything and still can't lose weight, this is why"

Cause→Effect Conditional (Hormozi)

• "If you're [doing thing], you're [consequence/why it's failing]"
• "If you're working all the time and your business isn't growing, you're working on the wrong sh*t"

Address-Direct (Aspirational) (Nick)

• "TO THE [target identity] WHO WILL [aspirational stance]..."
• "To the man who will settle for nothing less..."

Address Disqualified (Nick)

• "IF YOU'VE ALREADY [done the thing that disqualifies them], DON'T READ THIS"
• "If you've already taken your vacation, don't read this"

Categorical Us-vs-Them (Brandon swipe)

• "[Specific category of person] who [behavior/situation] — this is for you. Everyone else, scroll past."
• "People over 40 who wake up exhausted no matter how much they sleep"

3. Bold Declarations / Statements

Smartest-Thing Declaration (Hormozi)

• "The [smartest/biggest/dumbest] thing you can [do/believe] [today/in this market] is..."
• "The smartest thing you can do today is..."

Exclusivity / Rarity (Hormozi)

• "Most people will never [learn/do/figure out] this"

Blueprint Claim (Hormozi)

• "This is the blueprint to [aspirational identity/result]"
• "This is the blueprint to becoming a millionaire"

Statistic Hook (PTI)

• "[Specific number] people are dealing with [problem]"
• "1 in 3 women over 50 are dealing with thinning hair."

Bold Visceral Statement (PTI)

• "[Bold claim that stops scrolling]"
• "Your body wash is aging you faster than time itself."

Statement with Energy Interjection (Hormozi Provocative)

• "[Energy interjection]... [bold claim]"
• "Ahhhhh... This is the blueprint to becoming a millionaire"

You-Are-Better-Than-You-Think (Nick)

• "YOU ARE [N TIMES better than they think] AS YOU THINK"
• "You are twice as smart as you think"

True-Statement Visible-Proof Opener (NHB)

• "You know it's possible to [outcome] because you see [visible evidence] every day."
• "You know it's possible to make $5K, $10K, $15K a month because you see everybody doing it."

Bold Industry Stake (Hormozi You're Being Lied To)

• "[Industry/expert group] is lying to you about [topic]"
• "The fitness industry is lying to you about cardio"

Question-Generating First Line (NHB / Brandon Vasquez)

• "[Statement that creates immediate questions, not answers]"
• "Conscription day is always the deadliest"

4. Commands (Stop/Start/Watch/Read/Do)

Read/Watch This (Hormozi)

• "[Read/Watch/Stop] this if you're [pain/situation]"
• "Read this if you're tired of being broke"

Stop-Doing (Hormozi)

• "Stop doing [thing] if you want to [desired outcome]"
• "Stop doing this if you want to scale"

Stop-Start Substitution (NHB)

• "Stop [old approach], start [new approach]"
• "Stop chasing banks, start partnering with people"

Don't-Waste (RMBC UGC)

• "Don't waste your money on [category] until you see this"
• "Don't waste your money on dark-spot creams until you see this."

Stop-Buying-Like-This (Travis Negative)

• "Stop [action] before it's too late"
• "Stop buying [product] like this, or you're wasting your money"

Lazy I-Beg (`/hooks` Emotional)

• "I BEG YOU... please - never [do this] this way"
• "I BEG YOU... please - never wash your body again this way."

How-To (Nick / Ad Angle Mining)

• "HOW TO [achieve high-value outcome] [without common pain]"
• "How to win friends and influence people"

Bribe Command (Hormozi ACQ)

• "I'll give you [valuable thing] if you [simple action]"
• "I'll give you my $10K ad swipe file if you comment SWIPE"

Challenge-With-Prize (Hormozi ACQ)

• "Do [specific thing] and win [prize]"
• "Post your transformation and win $1,000"

5. List Hooks

Numbered Mistakes (Hormozi)

• "[Number] ways to [stay in negative state] / [Number] things every [avatar] gets wrong"
• "28 ways to stay poor"

Compressed Experience (Hormozi)

• "[Years] of [hard-won lessons] compressed into this [video/post/thread]"
• "13 years of brutal business truths compressed into this video"

N Reasons Why This Is The Only (Vini)

• "[N] Reasons Why This Is the Only [Product Category] You'll Ever Need"
• "4 Reasons Why This Is the Only Water Bottle You'll Ever Need"

N Steps to X For Good (Ad Angle Mining)

• "[Number] steps to [outcome] for good"
• "3 steps to eliminating back pain for good"

N Things You're Doing Wrong (Ad Angle Mining)

• "[Number] [habits/foods/routines] that are actually making your [problem] worse"
• "5 morning habits that are actually making you gain weight"

N Facts In Under X (RMBC Educational)

• "[Number] facts about [condition] in under [time]"
• "3 facts about thinning hair in under 30 seconds."

Looking-For-N-Avatars (Hormozi ACQ)

• "Looking for [specific number] [specific avatar] who want [specific result]"
• "Looking for 5 gym owners who want to add $50K/month in 90 days"

Data Stack (Hormozi ACQ)

• "In [timeframe]: [stat 1]. [stat 2]. [stat 3]."
• "In 14 months: 8 companies. $178M in revenue. 99.3% client retention."

Twitter Pick-Two (Hormozi)

• "[Thing 1]. [Thing 2]. [Thing 3]. Pick two."
• "Youth. Free time. Money. Pick two."

N Out Of M Use (Nick)

• "[N OUT OF M] [aspirational identity group] USE [product]"
• "9 out of 10 decorators use Wundaweve carpets"

Decade-By-Decade (Besque)

• "The Decade-by-Decade Truth About Your [body part] (And Why Everything Changes at [age])"
• "The Decade-by-Decade Truth About Your Skin (And Why Everything Changes at 40)"

ADHD Rapid-Fire Stack (RMBC)

• Front-load 3-5 standalone curiosity hooks back-to-back in first 15-30 seconds
• Hook 1: "Your body wash is aging you" / Hook 2: "Dermatologists won't tell you this" / Hook 3: "I threw $500 of skincare in the trash"

Bulletproof Stack (Travis Bulletproof)

• "[Result claim] + [proof element 1] + [proof element 2] + [proof element 3]..."
• "$2.4M in 90 days — here's the screenshot, the customer list, and the live ad account"

N Months Testing Every Brand (Sky House BRT)

• "Just spent [X]-months testing EVERY [Category] treatment (from $[low] to $[high]+)..."
• "Just spent 6-months testing EVERY Dark-Spot treatment (from $12 to $400+)..."

We Tested N So You Don't Have To (Sky House)

• "Which [Product Category] ACTUALLY Works? We tested [N] different products so you don't have to..."
• "Which Dark-Spot Treatment ACTUALLY Works? We tested 37 different products so you don't have to..."

Ranked Top-5 By Authority (Sky House)

• "[Authority figure]'s Top Choices to '[Erase/Fix]' [Problem] (in [year]) — Hint: You'll Never Guess the #1 Choice"
• "Dermatologist's Top Choices to 'Erase' Dark-Spots (in 2025)..."

Three Generations Same X (Besque)

• "Three generations, same [item], and somehow I was the one people kept talking about"
• "Three generations, same bikinis, and somehow I was the one people kept talking about!"

6. Story Openers

Time/Place Opener (Hormozi Narrative)

• "[Time marker], I was in [setting], when [unexpected event]..."
• "Last Tuesday I almost made the biggest mistake of my business life..."

Origin Story Setup (Hormozi)

• "[Time period] ago I was [low-point specific situation]..."
• "Three years ago I was $100K in debt and sleeping on my gym floor..."

Underdog Origin (Hormozi ACQ)

• "I was [broke/failing/lost] until [turning point]"
• "I was sleeping on my gym floor until I figured out one offer-stacking trick"

Story Lowest-Point (PTI)

• "I was at my [lowest/worst point] when..."
• "I was at my lowest when..."

Flashback Start (Travis Transformation)

• "A [time period] ago, I was [bad state]"
• "A year ago, I was 250 lbs and couldn't climb stairs without wheezing"

The Morning I Woke Up (Sky House)

• "The morning I woke up to [disturbing visceral detail], EVERYTHING changed"
• "The morning I woke up to a clump of my dry, brittle hair on the hotel pillow, EVERYTHING changed..."

Emotional Story Onset (Sky House)

• "Watching my [Loved One] fade to [Disease] was the hardest thing I've ever endured..."
• "Watching my Dad fade to Alzheimer's was the hardest thing I've ever endured..."

Sobbing Pivot (Sky House)

• "After SOBBING in [Public Place] over my [Problem]... I Skipped right Past the [Aisle]"
• "After SOBBING in Target over my Thinning-Hair... I Skipped right Past the Hair-Care aisle."

Spent-Years-Blaming Story (Sky House)

• "I spent years blaming my [Problem] on [Common Cause 1] and [Common Cause 2]. Turns out, I was completely WRONG..."
• "I spent years blaming my 'Thinning' Hair on Hormones and Aging. Turns out, I was completely WRONG..."

Days Away From Procedure (Besque)

• "I was days away from scheduling [expensive procedure] when I tried [Product]"
• "I was days away from scheduling a tummy tuck when I tried Besque Magic Body Oil."

Imagine-Losing-Everything (Loss Aversion) (Bishal)

• "Imagine losing everything you worked hard for over [single bad event]"
• "Imagine losing everything you worked hard for over one bad lawsuit."

Plan-B Story (Travis)

• "When Plan A failed, I had two choices: quit or rebuild"
• "I never wanted to run paid ads. Then my biggest organic source died in one Google update."

Adventure / Leap of Faith (Travis Adventure)

• "I had no plan, just a backpack and a dream"
• "Everyone told me not to do it — so I did"

Full Circle Return (Travis Adventure / Guru)

• "I left chasing something — and came back with something better"

Almost-Cancelled Pivot (`/hooks` Emotional)

• "I almost cancelled a $[amount] [event] because I was terrified of [activity]"
• "I almost cancelled a $4,000 vacation because I was terrified of wearing a swimsuit."

Chest-Tight Memory Open (`/hooks` Emotional)

• "A few months ago, something happened that still makes my chest tight when I think about it..."

7. Comparison / Contrast Hooks

Old Way / New Way (Hormozi ACQ)

• "Old way: [painful current method]. New way: [easier/faster method]"
• "Old way: cold calling 100 leads a day. New way: inbound DMs from a single post"

Anchoring Was/Now (Travis)

• "I was [high anchor number/state], but now I [low/better number/state]"
• "I was spending $10,000/month on ads and barely breaking even, but now I spend $500/month and make $15,000 in profit"

Side-By-Side Setup (Travis Comparison)

• "Here's life before [X]... and here's life after"

Time-Jump Comparison (Travis Comparison)

• "48 hours before vs. 48 hours after trying this"

Invisible Difference (Travis Comparison)

• "They look the same, but one of them is destroying your progress"

Two Versions Of Me (Travis)

• "Normal me vs. [transformed] me"

N Times Better Than Rival (Nick)

• "[N TIMES better metric] THAN THE LEADING COMPETITOR"
• "Six times whiter washes than the leading competitor"

Sister Got Procedure But X Worked Better (Sky House)

• "My [Relation] got '[Expensive Procedure]' but my [Cheap Product] gave me BETTER results... Should I feel Guilty?"
• "My Sister got 'Botox' but my Face-Wash gave me BETTER results..."

Cheap Beats Expensive (Sky House)

• "This Viral [Product] for [Audience] Beats $[X] Treatments ([Authority] Stunned)"
• "This Viral Sun Spot Cream for Women 45+ Beats $400 Treatments (Dermatologists Stunned)"

Big Purchase Contrast (`/hooks`)

• "I spent $[large amount] on a [luxury purchase]. But the $[small amount] [product] changed my life more"
• "I spent $100K on a new Jeep. But the $120 body oil changed my life more."

Strategic Exaggeration / Miami Effect (Travis)

• "[Common humble label] [revealed reality that contradicts the label]"
• "Just a small side hustle I run..." (reveals $500K/year revenue)

Then-vs-Now Industry Shift (Travis Historical)

• "Five years ago, this was impossible. Now, it's standard"

Contrast Hook (Motion) (`/hooks` Motion)

• "[Old way / past me / what I expected] vs [new way / current me / what happened]"
• "How I used to do X vs how I do X now."

Lemme Time-Lapse (Sam Piliero)

• "This is what [duration] of [doing X] looks like"
• "This is what 12 weeks of [doing X] looks like"

Before-and-After State (Nick)

• "[Bad state]... [Good state]"

Dramatize the Benefit (Vini)

• "Before: [exaggerated bad state]. After: [exaggerated relief with product]"
• "Before: 6 hours of back pain from sitting. After: Comfort all day with this ergonomic chair"

8. Contrarian / Reversal Hooks

Common-Belief Reversal (NHB)

• "People think [common belief], but [counter-truth] — and that changes everything about [desired outcome]"
• "People think webinars are the best way to sell — but the economics don't work, and that changes how you should be running your funnel"

Unexpected-Method Reveal (NHB)

• "I did not [achieve result] by [expected method]. I did it by [unexpected method]"
• "I didn't raise $155 million for real estate from banks. I did it by partnering with people."

Counter-Truth Reframe (NHB Pre-Opening)

• "Most people think [common belief]. Turns out, [counter-truth] — and that changes how you [desired outcome]..."

Contrarian Lead (Travis Reversal)

• "Everyone says to do X... but that's exactly why you're stuck"
• "Everyone says to post daily... but that's exactly why your engagement is dying"

Misunderstood Truth (Travis Reversal)

• "You've been told [X] fixes the problem — it actually causes it"

Backwards Belief (Travis Reversal)

• "What if everything you believe about [topic] is backwards?"

Inverted Rule (Travis Contrarian)

• "The less you try, the more it works"

Backward Formula (Travis Contrarian)

• "What if the secret to [goal] isn't [common method], but [opposite]?"

You-Don't-Need-X (Travis Contrarian)

• "You don't need [common requirement] to [achieve outcome] — you need this"

Industry-Call-Out (Travis Contrarian)

• "The [industry] doesn't want you to know this"

Industry Wake-Up (Travis Common Enemy)

• "Our industry has been lying to you for years..."

Sacred-Cow Attack (Travis Status Quo)

• "This is the rule everyone follows — and it's costing you everything"

Confess-Belief-Failure (Travis Revelation)

• "I used to believe [X], and it almost ruined everything"
• "I used to believe more cardio was the answer, and it almost ruined my metabolism"

Why-Common-Advice-Fails (RMBC)

• "Why [common advice] is making [problem] worse"
• "Why moisturizing every day is making your wrinkles worse."

Controversy (PTI)

• "Everyone's wrong about [topic]"
• "Everyone's wrong about retinol."

Pattern-Interrupt Negation (Travis Triple Hook)

• "I'm NOT going to [expected action]... because [reframe]. What I'm going to [do instead] is [unexpected reframe]."
• "I'm NOT going to show you how to make money online... because you already know how. What I'm going to show you is why you're not doing it."

Stop-Trying-To-Go-Viral (Hybrid) (Travis Hybrid)

• "Stop [negative action] and start [positive action]"
• "Stop trying to go viral and start building an audience that actually buys"

Mechanism Contrast (Travis Unique Mechanism)

• "Most [category] only [partial solution]. Mine does [complete solution]"
• "Most gluten-free recipes only replace one of the three functions gluten performs"

Wrong Villain (Travis Unique Mechanism)

• "Everyone thinks the problem is [common villain]... it's not. It's [real villain]"
• "Everyone thinks the problem is calories... it's not. It's timing"

9. Confession / Vulnerable Hooks

Embarrassing Admission (Travis Confession)

• "[Vulnerable admission about a belief / mistake], and here's what changed"
• "I'm embarrassed to admit I was doing this wrong for 2 years before I figured it out"

Disadvantage Reframe (Travis Disadvantage)

• "[Perceived weakness/handicap] is actually why I [achieved unexpected result]"
• "Being broke and unknown is exactly why my offer converts at 8%"

Used-To-Be-Ashamed (Travis Transformation)

• "I used to be ashamed to admit this..."

Confession Opener (Travis Testimonial Story)

• "I didn't think this would work for me..."

Skeptic-Becomes-Believer (Travis Testimonial)

• "I was sure it was a scam — until I saw the results myself"

Cried-When-I-Realized (Travis Testimonial)

• "I cried when I realized how simple it actually was"

Permission-Slip (Jeremy Haynes)

• "It's not your fault you [past failure]. Time to [turning point]"
• "It's not your fault you gained weight hibernating all winter. Time to turn it all around."

Confession Hook (Motion) (`/hooks` Motion)

• "[Person] admits [past wrong belief / mistake / failure]"
• "I used to think [common belief]... turns out I was completely wrong."

This-Isn't-Something-I'd-Share (Travis Transparency)

• "This isn't something I'd normally share publicly, but..."

Open-The-Books (Travis Transparency)

• "I'm about to show you the real numbers — no filters"

Probably-Shouldn't-Tell-You (Travis Qualifier)

• "I probably shouldn't tell you this, but..."

Wake-Up-Moment (Travis Regret)

• "I didn't realize how bad it was until this happened..."

Wasted-Years (Travis Regret)

• "I could've saved myself years if I'd known this"

10. Authority Betrayal / Insider Hooks

Authority Endorsement (Brandon swipe / FB Ad Creative)

• "[Expert/credential] [endorses/uses/prescribes] [thing] for [outcome]"
• "Dermatologists are quietly recommending this $12 drugstore cream over their own clinical brands"

Authority Tells How (Nick)

• "[Authority figure] SHOWS HOW TO [achieve outcome / avoid pain]"
• "Boss mechanic shows how to avoid engine repair bills"

Doctor as Rebel Insider (`/hooks` Ryan Connolly)

• Expert/insider exposing/betraying their own industry
• "Most of my Patients 'Fire' their Dermatologist after just 10 minutes in my office."

I-Tell-My-Patients (Turing) (RMBC)

• "I tell my patients to [counterintuitive/seemingly insane advice]"
• "I tell my patients to avoid moisturizing their paper-thin skin."

As-A-Credentialed-Authority (Luke Iha)

• "As a [credentialed role] with [years of experience], I'm telling you [counterintuitive claim]"
• "As a dermatologist with 24 years in clinic — I haven't recommended a moisturizer in 6 years."

Industry-Poisoning (`/hooks`)

• "The [industry] is poisoning you. And they know it"
• "The beauty industry is poisoning you. And they know it."

Apologize on Behalf of Profession (Sky House)

• "I want to Apologize on behalf of all [Profession]... to every [Audience] struggling with [Problem]"
• "I want to Apologize on behalf of all Doctors... to every Woman struggling with Thinning-Hair."

If-You-Have-X-Don't-Go-To-Y (Sky House)

• "If your [Problem]... do NOT go to a [Expected Authority]"
• "If your Hair is 'Thinning'... do NOT go to a Dermatologist."

Industry-Whistleblower (Brandon swipe)

• "Former [insider role] exposes what [industry] doesn't want you to know about [topic]"
• "Former cosmetic exec exposes what's really in your moisturizer"

Hidden Expert (Brandon swipe)

• "What your [doctor/dentist/financial advisor] isn't telling you about [problem]"
• "What your doctor isn't telling you about statins"

Doctors-Now-Recommend (PTI)

• "Doctors now recommend [approach] for [condition]"
• "Doctors now recommend body oil for thinning skin"

Authority's Top Choices (Sky House)

• "[Authority]'s Top Choices to '[Solve]' [Problem]"
• "Dermatologist's Top Choices to 'Erase' Dark-Spots (in 2025)"

Authority Had A Meltdown (Sky House)

• "My [Authority] [had a Melt-Down / nearly Fainted / FREAKED] when [she/he] saw what actually '[Solved]' my [Problem]"
• "My Dermatologist had a Melt-Down when I showed her how I actually 'Erased' My Dark-Spots..."

The Real Reason Sales Pro (Travis Guru Story)

• "It wasn't a course or a book — it was a five-minute conversation"

Quotation-Mark Provocateur (`/hooks` Ryan Connolly)

• Put quotation marks around the most provocative/loaded word
• "I can tell if a Woman has 'Wrinkles' just by looking at which Face-Wash she uses."

Insider Reveal (Travis Myth)

• "After 10 years in this field, here's the myth no one talks about"

The Industry Secret (Travis Myth)

• "No one in this space wants to admit this..."

11. Conspiracy / Industry-Lie Hooks

Engineered-To-Keep-You-Stuck (NHB / Jeremy Haynes)

• "[Established institution/method] is designed to keep you [paying / stuck / dependent]"
• "The diet industry is designed to keep you fat enough to keep coming back."

Conspiracy Frame (NHB)

• "What they told you about [topic] doesn't work because [hidden truth]. Here is what actually works."
• "What they told you about losing weight doesn't work because the food pyramid was funded by sugar lobbyists."

They've-Been-Lying-To-You (Hormozi)

• "[Industry/expert group] is lying to you about [topic]"
• "The fitness industry is lying to you about cardio"

Big-Industry-Furious (Brandon swipe)

• "Big [Pharma/Food/Beauty] is furious that this [cheap/natural] alternative is replacing their [profit center]"
• "Big Pharma furious as 9-second tea replaces blood pressure pills"

Industry-Made-Billions-Convincing (Sky House)

• "The [Industry] has made Billions convincing [Audience] that [Problem] can be 'Fixed' with [Common Solution]"
• "The Beauty Industry has made Billions convincing Women that Thinning-Hair can be 'Fixed' with Shampoo."

You-Were-Never-Supposed-To-Win (Travis Common Enemy)

• "You were never supposed to win with their method"

The Red Flag (Travis Common Enemy)

• "If someone tells you this, run"

100-vs-1 Reputation (Jeremy Haynes)

• "[Big number] people can love you, but [single hater] — and you'll think about that one all day"

Try-To-Ban / Suppress (Brandon swipe)

• "[Authority/big brand] is trying to [ban/sue/suppress] this [thing] because the results are [too dramatic / too cheap / too easy]"
• "Why the FDA tried to pull this 19-cent ingredient from shelves"

The Common Lie (Travis Myth)

• "You've probably heard this a thousand times — and it's wrong"

The Hidden Cost (Travis Myth)

• "This 'healthy' thing might be what's making you sick"

The Deceptive Fix (Travis Myth)

• "The thing you're using to solve it is what's causing it"

12. Mechanism / Hidden-Cause Reveal

Hidden-Reason Diagnosis (NHB)

• "You are [stuck situation] not because of [assumed reason], but because of [hidden reason]. Once you [break it], [outcome]"
• "You're not broke because you don't work hard. You're broke because the offer is wrong. Fix the offer, money flows."

Pattern Break / Real Culprit (Vini)

• "Your [thing they're focused on] isn't the problem — your [overlooked thing] is..."
• "Your landing page isn't the problem — your TIMING is..."

Surprising Culprit (Luke Iha)

• "The real villain behind [problem] isn't [usual suspect] — it's [unexpected everyday thing]"
• "The real villain behind chronic fatigue isn't your sleep — it's your morning shower"

Reverse Causation (Luke Iha)

• "[A] doesn't cause [B] — [B] causes [A]"
• "Stress doesn't cause your back pain. Your back pain is causing the stress."

Multiple Causes (Luke Iha)

• "It's not just [A] — it's [A + B + C] together that creates [problem]"
• "It's not just sugar. It's sugar + seed oils + late-night eating compounding all night."

Hidden Constraint / Control Point (Luke Iha)

• "The real limiting factor isn't [obvious factor] — it's [hidden upstream factor]"
• "The real limiting factor in your scaling isn't ad spend — it's pixel signal quality"

Insight-Based Reframe (Luke Iha)

• "You don't have [labeled problem] — you have [reframed deeper cause]"
• "You don't have arthritis — you have chronic inflammation, and here's the difference"

Mechanism-Based Hook (RMBC)

• "What happens when [body part/system] loses its [mechanism]?"
• "What happens when skin loses its hooks between layers?"

Hidden-Cause Hint (Besque)

• "Hint: it's the thing you've been made to believe [does positive thing]"
• "Hint: it's the thing you've been made to believe plumps your skin."

Effort Betrayal — Cut Out Everything (`/hooks`)

• "I cut out [sacrifice 1]. Cut out [sacrifice 2]. Did all of it for [X] years and my [problem] STILL [bad]. Turns out [real cause]"
• "I cut out processed foods. Cut out takeouts. Cut out sugar. Did all of it for 4 years and my skin STILL looked like it was rotting off my body."

Daily-Effort Failing (`/hooks`)

• "You [do the right thing] every day. Your [body part] still [disappointing result] by [time]"
• "You moisturise every single day. Your skin still feels tight by lunchtime."

Common-Product-Accelerates-Problem (`/hooks`)

• "[Common product] accelerates [problem] DRAMATICALLY!"
• "Body wash accelerates skin aging DRAMATICALLY!"

Current-Treatment-Backfire (`/hooks`)

• "I started [common treatment] and now EVERYTHING [negative consequence]"
• "I started tretinoin and now EVERYTHING BURNS."

Problem-Reframe (`/hooks`)

• "[PROBLEM] is NOT [common belief]. It's [real cause]"
• "Cellulite is NOT a fat problem. It's a circulation problem."

Product-Not-Designed-For (`/hooks`)

• "Your [product they use] is NOT designed for [their situation]"
• "Your shower product is NOT designed for winter skin."

The Real Reason (DR-KB Foundations)

• "The real reason [problem] has nothing to do with [common belief]"
• "The real reason your back hurts has nothing to do with your posture"

Curiosity Reason (RMBC Curiosity)

• "The [adjective] reason your [problem] won't go away"
• "The strange reason your wrinkles won't go away"

13. Specificity & Data Hooks

Hyper-Specificity (Travis)

• Replace round numbers with exact numbers in any claim
• "I made $53,847 last month without spending a single dollar on ads"

Quantified Result (Nick)

• "I AM [specific quantified result]" / "[Quantified claim]"
• "I AM 61 POUNDS LIGHTER..."

Speed Claim (Nick)

• "[Result] FAST" / "[Result] IN [tiny timeframe]"
• "FEEL BETTER FAST" / "[Result] in 2 seconds"

Specific-Stat Hook (Sam Piliero)

• "[X]% of people said [specific outcome] happened after [single use/short timeframe]"
• "94% of people said X happened after one use"

Big Number Transformed (Besque)

• "[Big number]+ [audience] transformed their [outcome]. Still people don't believe me"
• "440,000+ women transformed their skin. Still people don't believe me."

The Numbers Hook (Tracked) (Travis Data)

• "I tracked everything — and here's what changed"

Impossible Result (Travis Data)

• "We cut [metric] by [%] in [timeframe]"
• "We cut screen time by 82% in 3 days"

The Live Experiment (Travis Data)

• "I wanted proof — so I measured everything"

The Graph Reveal (Travis Data)

• "This line right here? That's the day everything changed"

7-Day Real Data Challenge (Travis Data)

• "I ran a 7-day test and here's the actual data"

Demonstrate With Prime Example (Nick)

• "AT [extreme condition], [surprising specific detail proves the claim]"
• "At 60 mph, the loudest noise in this Rolls Royce is the electric clock"

Show How Much Work (Nick)

• "[Action verb] [specific quantified scope] [adverb of speed]"
• "Relieves congestion in all 7 nasal passages instantly"

Value Anchor (Hormozi ACQ)

• "This took me [years] and [$ amount] to figure out... you can get it today for [low price]"
• "This program took me 10 years and $2M to figure out... you can get it today for $997"

Stress Newness (Nick)

• "NOW! [Result] WITHOUT [old required steps/equipment]"
• "Now! Chrome plate without heat, electricity, machinery"

Stress Exclusivity (Proprietary) (Nick)

• "ONLY [brand] HAS [proprietary mechanism/ingredient]"
• "Only Gleem has GL-70..."

Sensitize (Nick)

• "THE [thing] YOU LOVE TO [sensory verb]"
• "The skin you love to touch"

Metaphorize (Nick)

• "[Vivid action verb] [problem]"
• "Melts away ugly fat"

Dramatize the Claim (Nick)

• "THEY [doubted/laughed] WHEN I [setup action] — BUT WHEN I [reveal action]..."
• "They laughed when I sat down at the piano — but when I started to play..."

Future-Pace Numbers (Hormozi ACQ — North Star)

• "In [timeframe], here's what your [business/life/body] could look like..."
• "In 90 days, here's what your business could look like..."

14. Stakes / Challenge Hooks

Challenge With Stakes (Travis Triple Hook)

• "I'm going to [attempt something difficult] in [timeframe], or [consequence]"
• "I'm going to start a business from scratch with $0 and try to make $10,000 in 30 days, or I'll give my entire course away for free"

Declaration Challenge (Travis Challenge)

• "I'm giving myself [timeframe] to [challenge]"
• "I'm giving myself 72 hours to launch a $27 product"

Curiosity Experiment (Travis Challenge)

• "What happens when you [action] for [timeframe]?"

Stakes-First (Travis Challenge)

• "If this doesn't work, I'm donating $100 to a stranger"

Provocation Challenge (Travis Challenge)

• "Everyone says this can't work — I'm about to find out"

Time-Bound Promise (Travis Tutorial)

• "Give me [X minutes] and I'll show you exactly how to [specific result]"
• "Give me 90 seconds and I'll show you exactly how to write a winning hook"

Live-Build Promise (Travis Tutorial)

• "I'm going to build [specific output] in front of you right now using [tool/method]"

Time-Based Hook (PTI)

• "In the next [short timeframe], I'm going to show you [outcome]"
• "In the next 30 seconds, I'm going to show you why."

Stakes Library (Travis)

• "...or I'll give [money amount] to a random commenter"
• "...or I'll delete my entire [account/content]"
• "...or I'll [embarrassing consequence]"
• "...or I'll give away [valuable thing] for free"
• "...or I'll donate [amount] to charity"
• "...and if I succeed, [reward]; if I fail, [consequence]"

15. Concealment / Pain-Avoidance Hooks

Almost-Never-Wore (`/hooks`)

• "I almost never wore [clothing] and it pisses my [partner] off"
• "I almost never wore shorts and it pisses my husband off."

Couldn't-Wear-Then (`/hooks`)

• "I COULDN'T WEAR [clothing] BUT THEN..."
• "I couldn't wear shorts but then..."

Look-At-Your-X (`/hooks`)

• "Look at your [body part] right now"
• "Look at your upper arms right now."

When-Did-It-Start (`/hooks`)

• "You know that moment when you look at your [body part] and think... 'When did it start looking like [vivid metaphor]?'"
• "You know that moment when you look down at your arms and think... 'When did my skin start looking like an alligator handbag?'"

Dents-Holes-Too-Gross (`/hooks`)

• "My [body part] had all these [vivid description]. It felt so [emotion] I couldn't even [activity] anymore"
• "My skin had all these dents and holes. It felt so gross I couldn't even wear my bathing suit anymore."

Used-To-Hide (Sky House)

• "I used to hide my [Body Issue] everywhere I went"
• "I used to hide my Sun-Spots everywhere I went."

Sensation-Isn't-Normal (Besque)

• "That [tight feeling / itching / sensation] after [activity] isn't normal. It's a [warning sign / barrier breaking down]"
• "That tight feeling after showering isn't normal. It's a warning sign."

Used-To-Think-Normal (Besque)

• "I used to think these are just normal after [age]"
• "I used to think these are just normal after 40."

Body-Part-Tells-Truth (Besque)

• "Your [body part] tell[s] the truth about aging before anywhere else on your body"
• "Your arms tell the truth about aging before anywhere else on your body."

16. Family / Relationship Witness Hooks

Child / Grandchild Pointed (`/hooks`)

• "My [age]-year-old [grandchild] pointed at my [body part] at [location] and said '[innocent question].' Every adult went quiet"
• "My 6-year-old granddaughter pointed at my leg at the pool and said 'Grandma what are all those purple spots.'"

Daughter Took Picture (`/hooks`)

• "As my [daughter/son] took this picture [she/he] said '[compliment implying disbelief at age]'"
• "As my daughter took this picture she said 'Mom you can't look like this at 58 it's not fair.'"

Spouse-More-Attractive (`/hooks`)

• "My [partner] said I keep getting more attractive and [he/she] didn't like it"

Spouse-Threw-Away (`/hooks`)

• "My [partner] and I got into a huge fight after I threw $[amount] worth of [products] down the drain"
• "My husband and I got into a huge fight after I threw $500 worth of skincare down the drain."

Younger-Sibling-Jealous (`/hooks`)

• "My [sister/friend] was jealous of my [body/skin] at [event] ([she's] [X] years younger)"
• "My sister in law was jealous of my body and skin at our family vacation (she's 15 years younger)."

Daughter-Compliment (Besque)

• "My [daughter/relation] asked me what I'm doing differently. '[Compliment]'"
• "My daughter asked me what I'm doing differently. 'Mom, your skin looks amazing.'"

Husband-Bragging (Besque)

• "I caught my [husband/partner] bragging to his friends about how amazing my [body part/result] is becoming"

Mistaken-For-Daughter (Besque)

• "I'm [age] and people mistake me to be my [husband/relation]'s daughter"
• "I'm 46 and people mistake me to be my husband's daughter."

Mom-Shouldn't-Look-This-Good (Besque)

• "My [relation] said to me I shouldn't look this good at [age]"
• "My sister said to me I shouldn't look this good at 55."

At-Age-Younger-Relative-Jealous (Besque)

• "At [age], my [younger relative] is jealous of my [body part/result]"
• "At 51, my daughter is jealous of my skin."

Stranger-Asked-Surgery (Besque)

• "A [woman] [half my age / younger] asked me what surgery I'd had. I told her the truth and she didn't believe me…"

Neighbor-Thinks-I-Got-Procedure (Sky House)

• "My [neighbor/relation] thinks I got '[expensive procedure]' to [Erase/Fix] my [problem]... Should I [tell/show] her [what I actually use]?"
• "My neighbor Susan thinks I got 'Laser' to Erase my Dark-Spots... Should I tell her what I actually use?"

Ex-Husband's-New-Wife-Begged (Sky House)

• "When my Ex-Husband's New [Bride/Girlfriend] [begged/asked] to know who '[Removed/Did]' my [problem]... I couldn't help but smile..."
• "When my Ex-Husband's New Bride begged to know who 'Removed' my Dark-Spots..."

Mad-At-Friend (Sky House)

• "I'm SO Mad at my friend [Name] for not telling me about this [Solution] sooner..."

Spouse-Said-When-I (Brandon)

• "What my [husband/wife] said when I [transformation moment]..."
• "What my husband said when I came down the stairs in my new dress"

Child-Pulled-Me-Aside (Brandon)

• "My [child] pulled me aside and asked [observation about my problem/transformation]"
• "My daughter pulled me aside and asked why I never smile in photos anymore"

17. Emotional Open Hooks

Chest-Tight Memory (`/hooks`)

• "A few months ago, something happened that still makes my chest tight when I think about it..."

I-Beg-You (`/hooks`)

• "I BEG YOU... please - never [start your day / do this] this way"

Almost-Cancelled (`/hooks`)

• "I almost cancelled a $[amount] [event] because I was terrified of [activity]"

Would-Have-Been-Okay (Empathy/Absolution) (NHB)

• "Not too long ago, you had [dream/ambition/setup]... But things didn't work out. That would have been okay — you couldn't have known. And if you did, you wouldn't be here. But in the next few minutes, I'm going to show you how [product] will [outcome]..."

Personal Loss (Travis Regret)

• "I missed out on moments I can't get back"

Watching X Fade (Sky House)

• "Watching my [Loved One] fade to [Disease] was the hardest thing I've ever endured..."

Nobody Talks About (Motion / `/hooks`)

• "Nobody talks about how [specific pain] actually feels"
• "Nobody talks about how menopause skin actually feels."

Senior-Discount-Without-Asking (`/hooks`)

• "The Cashier Didn't Even Ask for My ID... She Just Automatically Applied the Senior Discount. I was [age] then"
• "The Cashier Didn't Even Ask for My ID... She Just Automatically Applied the 'Senior Discount.' I was 56 then."

Millennials-Acting-Like (`/hooks`)

• "Millennials are out here acting like [age] is ancient. Like we should just accept [problem] and cover up"

Generation-That-Thought (`/hooks`)

• "I'm [age]. We're from a generation that thought [outdated belief] was [what we believed]"
• "I'm 59. We're from a generation that thought baby oil was sunscreen."

Decade-Damage (`/hooks`)

• "The [trend] in the [decade] left me with this:"
• "The tanning craze in the 90s left me with this:"

Not-Taught-About (`/hooks`)

• "I was NOT taught about [important thing] growing up. And [consequence] has [aged/damaged] me DRASTICALLY"
• "I was NOT taught about sunscreen growing up."

18. Pov / Identity / Aspirational Hooks

POV Decision Statement (Travis B-Roll)

• "POV: You finally [made the decision / achieved the milestone] that changed everything"
• "POV: You just made your first $100 online"

POV Micro-Win (Travis B-Roll)

• "POV: You [first small win that signals trajectory]"

POV Freedom (Travis)

• "POV: You built your business, quit your job, and booked the flight"

POV Relief (Travis)

• "POV: You wake up without [pain] for the first time in years"

POV Pride (Travis)

• "POV: You followed through — and now they're asking how you did it"

POV Empowerment (Travis)

• "POV: You stopped listening to everyone else and trusted yourself"

POV Cold-Open (Sam Piliero)

• "I've been [doing/buying X] for years and..."

POV Aspirational (Travis Aspirational Identity)

• "POV: You finally [aspirational outcome]"
• "POV: You finally built a business that lets you live anywhere"

Three-Years-Ago Identity Shift (Travis Aspirational)

• "Three years ago, I never believed I could live like this"

One-Year-Stuck-Next-Aspirational (Travis Aspirational)

• "One year you're [stuck state]... the next you're [aspirational state]"
• "One year you're tired and stuck... the next you're homeschooling your kids in Bali"

Identity-Hook (PTI) (PTI)

• "If you're a [specific persona], this is for you"

Casual Question Cold-Open (Sam Piliero)

• "[Casual question to camera/scene]?" → cut to product
• "Where's your hat from?"

Curiosity-Gap (Sam P style) (Sam Piliero)

• "What if I told you there's a [product] that [unexpected claim]..."
• "What if I told you there's a moisturizer that doesn't moisturize..."

19. Trance / Future-Pace Entry Hooks

Imagine-For-A-Moment (NHB)

• "Imagine for a moment [scene/scenario]..."
• "Imagine for a moment you're sitting in your office and the calendar pings — another booked call."

Next-Time-You (NHB)

• "The next time you find yourself [common situation]..."
• "The next time you find yourself staring at an empty pipeline..."

Close-Your-Eyes (NHB)

• "Close your eyes and when you open them you're looking at [future scene]..."

As-You-Begin (NHB)

• "As you begin to [use product], you notice [sensory detail]..."
• "As you begin to apply the framework, you notice your closing rate creep up..."

Five-Years-Ahead Bridge (NHB)

• "Here in [region], we still think [old method] is the best way. While that is still working, the [reference group] are no longer doing [old method]... Imagine if you could be [N] years ahead..."

Imagine-Losing-Everything (Bishal)

• "Imagine losing everything you worked hard for over [single bad event]"
• "Imagine losing everything you worked hard for over one bad lawsuit."

Vision Frame (Travis Philosophy)

• "Imagine a world where [outcome]"

Without-Negative-State (Travis Without Ad)

• "Five years from now, if nothing changes, here's the email you'll be sending your team..."

20. Stalker / Hyper-Specific Pain Hooks

Stalker Hook (Stack 3+ Specifics) (Evan)

• "If you're [hyper-specific situation] AND [hyper-specific symptom] AND [hyper-specific frustration]..."
• "If you're spending $300-$500/day on ads, your show rates are sucking, and your sales team is complaining..."

Specificity Hook (Older + Pain Layers) (`/hooks` & Sky House)

• "Are you over [age], carrying an extra [N] lbs, and have been trying for the past [X] years to crack the [problem] code, but nothing seems to work?"

Stuck-At-Spend-Tier (Evan)

• "You're probably stuck at the [low-budget range] in ad spend and struggling to scale your [offer] past that..."
• "You're probably stuck at the $300 to $500 range in ad spend..."

Time-Frustrated (Evan)

• "Have you been running [thing] for the past [X] months but cannot get them to [outcome]?"
• "Have you been running ads for your agency for the past 2-3 months but cannot get them to scale?"

ROAS-Focused Pain (Evan)

• "If you cannot get your [metric] above [threshold] for your [offer], let me show you what you're doing wrong."
• "If you cannot get your ROAS above 3x for your agency offer, let me show you what you're doing wrong."

Validation-Failure (Evan)

• "You know [thing] works, but for some reason they just aren't working for your [offer]. Let me tell you why."

Still-Struggling-With (PTI)

• "Still struggling with [specific pain]?"
• "Still struggling with adult acne?"

Tired-Of-Specific-Pain (Hormozi Awareness)

• "Tired of [specific problem]? There's a better way"

When-You're-State (Nick)

• "WHEN YOU'RE [specific painful state]..."
• "When you're weary with day-time fatigue..."

Why-Audience-State (Nick)

• "WHY [target group] [verb describing painful state]..."
• "Why men crack..."

21. Visual Hook Frames

Visual structures that work AS hook formulas — fill-in-the-blank applies to the visual setup, not the verbal opener.

Dynamic Opening (Vini)

• Open with fast-paced visual + bold text overlay + sound effect in first 3 seconds

Unexpected Visuals (Vini)

• Lead with surprising/unique visual related to product → curiosity

Visual-Prop / Weird Scene (Evan / Vini)

• Carrying ladder, flipping laptop, pulling out coffee mug — stop scroll via unusual visual event

Whiteboard / Flip Chart (Evan / `/hooks`)

• Author at flip chart with key claim, draws math/diagram during hook

Look-The-Part Environment (Evan)

• Visual + environment + dress that matches audience's world more than marketer aesthetic
• Roofer at Home Depot in polo + truck (NOT studio in suit)

Text-Stickers-For-Features (Vini)

• "[Feature 1] [emoji] | [Feature 2] [emoji] | [Feature 3] [emoji]"
• "Fast Charge ⚡ | Lightweight ✨ | Long Battery 🔋"

Show-Versatility (Vini)

• Same product across multiple contexts (work / travel / hiking / gym)

5-Different-Demographics (Vini)

• 5 distinct personas using same product (busy mom, fitness enthusiast, student, traveler, office worker)

Different Backgrounds (Vini)

• Same product, different settings (urban / nature / cozy home)

POV/Selfie (Vini)

• First-person/mirror POV using the product

Outcome First (Vini)

• Show the ultimate end-state benefit, then reveal the product that produced it

Show-The-Before-State (Vini)

• Open on relatable problem scenario → product solves it

Skit / Problem-In-Action (Travis)

• "[character voice]" with chaos erupting
• "'Mom, the Wi-Fi's down again!' (chaos erupts)"

Sarcastic Mock Commercial (Travis Skit)

• "Introducing... the brand-new [absurd product]! Because who doesn't love [absurd benefit]?"

Visual Symbol Metaphor (Travis Metaphor)

• "This [object] is exactly like your [problem]. Watch..."
• "This dirty sponge is exactly like your dopamine system. Watch..."

Cause & Effect Demo (Travis Metaphor)

• "When you pour [this] into [that], the reaction is just like what happens when..."

Live Build (Tutorial) (Travis Tutorial)

• "Watch over my shoulder as I [perform process] from scratch"

Screen-Record Process (Travis Tutorial)

• "Let me screen record my exact process for [outcome]"

3-Act Universal Hook (Sam P) (Sam Piliero)

• Act 1 Setup (0-5s) — micro hook + curiosity loop
• Act 2 Body — problem→solution stack
• Act 3 Resolution — disaster moment + result + CTA

768-Permutation Founder (Sam Piliero)

• 4 Intros × 4 Hooks × 4 Bodies × 4 Proofs × 2 Promises × 3 CTAs from one 2-3 min take

22. Travis Stephenson Triple Hook System

Structure: Qualifier + Main Statement + Twist (False-Belief Breaker), arrangeable in 6 orders.

The 6 Arrangements

• 1. Qualifier → Main → Twist: "[Qualifier], but [Main] [Twist]"
• 2. Main → Qualifier → Twist: "[Main], and [Qualifier], but [Twist]"
• 3. Twist → Main → Qualifier: "[Twist] and [Main], and [Qualifier]"
• 4. Main → Twist → Qualifier: "[Main] [Twist], and [Qualifier]"
• 5. Twist → Qualifier → Main: "[Twist], and [Qualifier], but [Main]"
• 6. Qualifier → Twist → Main: "[Qualifier], but [Twist] and [Main]"

Example #1: "You're not going to believe this, but my business made $60,000 in the last 30 days, and I did it without going viral."

"Without" Twist Formula

• "I [achieved result] without [false belief / common method]"
• "I lost 15 pounds in 30 days without cutting carbs"

Unexpected Twist Variation

• "I [achieved result], and [unexpected disqualifier that makes it more impressive]"
• "I built a six-figure business, and I'm only 19 years old"

Qualifier Library

• "You're not going to believe this, but..."
• "This is the moment everything changed for me..."
• "As a [shared identity], we both know..."
• "Everyone thinks [X], but..."
• "I probably shouldn't tell you this, but..."
• "I'm going to be completely honest..."
• "I was spending [high number], but now..."
• "In the next [timeframe]..."
• "I'm going to set a timer for [timeframe]..."
• "This is why you're not [achieving goal]..."
• "Stop [action] before it's too late..."
• "If you're a [target audience] who wants [result]..."
• "I'll never forget the moment when..."
• "This is embarrassing to admit, but..."
• "Not to flex, but..."

Main Statement Library

• "I made/earned/achieved [specific number] in [timeframe]"
• "I went from [negative state] to [positive state] in [timeframe]"
• "This is the exact [number]-step process I use to [achieve goal]"
• "This one technique increased my [metric] from [low number] to [high number]"
• "I'm going to build/create/achieve [goal] in [timeframe]"
• "Here's exactly how to [achieve goal]"
• "I'm going to show you the [number] things you need to [achieve goal]"
• "I discovered the one [thing] that changed everything"

Twist (False-Belief Breaker) Library

• "...and I did it without [common method/false belief]"
• "...and I only worked [surprisingly low amount]"
• "...and I'm only [surprisingly young age]"
• "...and my [circumstance] is [surprisingly bad]"
• "...and it only takes [short timeframe] to implement"
• "...and you don't need any [skill/resource] to use it"
• "...and it's the one thing everyone told me NOT to do"
• "...and you probably don't even know you're making this mistake"
• "...without spending a single dollar on [common expense]"
• "...despite having [major obstacle]"

Stakes Library (Optional 4th Element)

• "...or I'll give [money amount] to a random commenter"
• "...or I'll delete my entire [account/content]"
• "...or I'll [embarrassing consequence]"
• "...or I'll give away [valuable thing] for free"
• "...or I'll donate [amount] to charity"
• "...and if I succeed, [reward]; if I fail, [consequence]"

23. The 30 Archetype Opening Library

Travis Stephenson's archetype system. Each archetype is a positioning angle (covered in the angle file) with 5-7 hook openers. Quick reference of archetype → top hook pattern. For full hook libraries within each archetype, see formulas-extracts/extract-hooks-2-travis-vini-nick.md.

24. Luke's 10 Unaware Hook Types (+ 2×2 Matrix)

Source: Luke Iha — Creative Strategist KB §32 (Static Image Generation SOP). For unaware/cold long-form. Full detail (trigger reference banks, unaware ad structure, 4-step generation method): Work/DR Learning/Ads/Creative-Strategist-Knowledge-Base.md §32.

Paradox

• Contradictory truths create cognitive tension
• "The more you [do the common fix], the [worse the problem gets]"
• "The more you exercise, the fatter you get"

Lost Wisdom / Forgotten Remedy

• The answer existed, we forgot it
• "[Ancient group] knew this [solution] — modern [industry] buried it"
• "Ancient Tibetan monks knew this..."

Conspiracy / Historical Inflection

• Villain + date + something hidden
• "In [year], [villain] [hid/changed/buried] [thing]"
• "In 1910, Rockefeller..."

Warning Sign

• Reframes something normalized as serious
• "If you [normalized behavior/symptom], it's not [benign explanation]"
• "If you wake up at 3am, it's not insomnia"

Everyday Threat

• Something trusted is secretly harmful
• "Your [trusted daily thing] is destroying your [valued thing]"
• "Your morning coffee is destroying..."

Story

• Narrative identification through a specific person
• "A [age]-year-old [relatable identity] from [place]..."
• "A 67-year-old grandmother from Ohio..."

Big Win

• Pure aspirational transformation
• "[Specific person] [achieved dream outcome] in [timeframe]"
• "She paid off her mortgage in 18 months"

Big Horror

• The deepest dread they avoid thinking about
• "[Authority] found [terrifying thing] in/after [routine event]"
• "Doctors found this in her blood after..."

Symptom Call-Out

• Observable behavior without explanation
• "If your [body part/behavior] [does specific observable thing]..."
• "If your hands tingle when you wake up..."

Sacred Cow / The Lie

• Fundamental belief proven false
• "Everything you know about [foundational topic] is wrong"
• "Everything you know about cholesterol is wrong"

The 2×2 Hook Matrix (which direction to aim the hook)

Sources & Raw Extracts

For source-by-source breakdown with all original examples and source attributions:

• formulas-extracts/extract-hooks-1-hormozi-nhb.md (375 lines, ~66 formulas)
• formulas-extracts/extract-hooks-2-travis-vini-nick.md (610 lines, ~223 formulas)
• formulas-extracts/extract-hooks-3-hooks-skill-and-others.md (538 lines, 113 formulas)

Master count: ~400 distinct hook formulas synthesized from 14 sources.

Use sequence:

• 1. Pick the formula category that matches your goal (story / contrarian / specificity / etc.)
• 2. Scan formulas in that section
• 3. Fill in the blanks with your offer's specifics
• 4. Cross-reference 2-3 categories to compose hybrid hooks (Travis's Triple Hook = Qualifier + Main + Twist already does this)