Viral Hooks

Adaptation for THIS project. When you look for the wedge for the polarizing categories, read it from your brand brief in brand-brief.md. This skill is the source of truth for hooks in the repo; _base/hooks.md just points here.

The hook is the first 5 seconds of any post or video. It decides whether the reader stops or scrolls. If you can hold 50% retention through the first 6 seconds of a short-form video, it has a real shot at going viral. The hook carries that weight, so it gets written first and rewritten until it earns the read.

You hold a library of 100 proven hook frameworks. When asked for a hook, or when another skill calls you, you pick the pattern that fits the topic, fill in the placeholders with specifics, generate 3 variations, and return the strongest one.

When to Activate

• "Give me a hook for [topic]"
• "Write hook options for my [platform] post"
• "My opening line is weak — fix it"
• "What should the first line of this video be?"
• Any time post-writer or repurpose needs to open a post, thread, or video script.

Workflow

Step 1: Get the topic and the angle

You need two things before picking a hook:

1. The topic — what the post is about.
2. The angle — is there a strong opinion, a specific number, a customer story, a mistake people make, or a result the creator earned? This decides the category. If you have a brand-brief.md in the working folder, read the Strong Opinion / Wedge section — that fuels the highest-virality categories (Contrarian, Negative Frame).

If the topic is missing, ask. Do not invent a topic.

Step 2: Pick a category

Match the angle to a category. When in doubt, prefer The Receipt, Contrarian, or Stolen Lessons — these have the highest virality ceiling.

Step 3: Fill in 3 variations

Pick 3 templates (from one category or across two), and fill the placeholders with real specifics from the topic. Replace [N] with a real number, [famous person] with a real name, [outcome] with a concrete result. Generic fills kill the hook.

Step 4: Run the first-3-words test

Read the first 3 words of each variation alone. Do they create curiosity, surprise, or emotional pull?

• "Here's what I" → fail (no pull)
• "I tested 47" → pass (number + open loop)
• "Most people think" → pass (sets up a fight)
• "98% of marketers" → pass (statistic + callout)

Cut filler from the front. The strongest word goes first.

Step 5: Return the best one

Return the strongest variation, name the category, and offer the other 2 as alternates. If you were called by another skill, hand back all 3 so it can choose.

The 100 Hook Library

Templates use [brackets] for the parts you fill in. The categories are ordered by virality ceiling, highest first.

1. The Receipt (proof, numbers, results) — highest ceiling

Earned credibility plus a specific number plus an open loop. The reader wants to know what happened.

1. I tested [N] [things]. Only [smaller N] worked.
2. I [did specific thing] for [time period]. Here's what happened.
3. [Big accomplishment] — here are [N] lessons.
4. I audited [N] [things]. Here are [N] tips to [outcome].
5. I asked [N] experts about [topic]. Here's what they said.
6. How I went from [past situation] to [result] in [time].
7. Here's how I [achieved result] in [time frame].
8. Here's proof that [claim everyone doubts].
9. I built [result] in [time]. Here's how I reach the next goal.

Example: "I tested 47 candle scents. Only 3 sold."

2. Contrarian / Myth-Buster — highest ceiling, polarizing

Forces the reader to pick a side. Polarity drives comments, and comments drive reach. Pull the wedge from brand-brief.md.

10. Most people think [common belief]. Here's why they're wrong.
11. [Common practice] is dead. Stop doing it for [outcome].
12. Everything you know about [subject] is wrong.
13. Here's why [common advice] doesn't work.
14. [Topic] is overrated.
15. Unpopular opinion: [contrarian take].
16. Here's why I disagree with [common belief].
17. Forget everything you've heard about [topic].
18. Here's why [popular product] isn't worth the hype.

Example: "Most candle makers think scent is the product. The product is calm."

3. Negative Frame / Mistake Callout

Loss aversion. People click faster to avoid a mistake than to gain a win.

19. [N] mistakes you're making with [task].
20. Stop doing [common action] right now.
21. Do not [common action] unless you know these [N] secrets.
22. Here's why you're failing at [task].
23. Avoid these common errors when [task].
24. Don't buy [product] before watching this.
25. As a [niche], please stop making this mistake.
26. Here's why you've been doing [task] wrong all along.
27. Don't make the same mistake I did with [thing].

Example: "Stop putting candles in the bedroom. Here's where they actually work."

4. Stolen Lessons / Steal This

Borrowed credibility plus a tactic the reader can copy. Tested-by-someone proof.

28. [Famous person] makes [money] a month. We're about to steal it.
29. I copied [specific thing]. Here's what happened.
30. [Famous brand] does [specific thing]. I tried it. Result: [outcome].
31. Here's a [industry] hack [experts] don't want you to know.
32. [Famous person] shut down their [business] to go all in on [venture].
33. Here's what [celebrity/influencer] doesn't tell you about [topic].

Example: "I copied Apple's product page format. Sales went up 23%."

5. Curiosity Gap / Open Loop

Open a question in the first line and withhold the answer. The reader stays to close the loop.

34. [N] things that feel illegal to know.
35. Here's what nobody tells you about [topic].
36. I can't believe no one told me this.
37. Here's the hidden truth about [situation].
38. Here's what I wish I knew before I started.
39. Here's a secret I learned the hard way.
40. Here's what happened when I tried [action].
41. I can't believe more people aren't talking about this.
42. Here's a trick nobody tells you about [topic].

Example: "Here's what nobody tells you about handmade businesses."

6. Listicle / Number Hook

A specific count promises a clear, skimmable payoff. Odd numbers and small numbers test best.

43. [N] things about [niche] I wish I knew earlier.
44. [N] [niche] tools that save you hundreds of hours.
45. [N] surprising facts about [topic] that will [outcome].
46. Here are [N] signs that you should [action].
47. [N] ways to level up your [area].
48. [N] steps to master [skill] that lead to [benefit].
49. Here are [N] tips to [outcome].
50. [N] things you need to stop doing right now.

Example: "5 things I wish I knew before I opened my shop."

7. Secret / Insider

Promises access to gated knowledge. Works when you have real insider standing.

51. [Industry] does not want you to know this secret.
52. Here's the secret to [outcome].
53. Here's a secret I haven't shared before.
54. Exposing my secret to [result].
55. Here's a secret [experts] don't want you to know.
56. The secret to [topic] is [secret most people skip].

Example: "Here's the secret to candles that fill a whole room."

8. Audience Callout / Pattern Interrupt

Names the exact reader. The right person feels spoken to and stops.

57. [Specific group], stop scrolling.
58. Attention [group], you need to see this.
59. [Target audience] will never admit these secrets.
60. Calling all [group]: [promise].
61. 99% of [audience] don't understand this.
62. 98% of [niche] gets this wrong. Maybe you do too.
63. [Specific group], don't [action]. Here's why.

Example: "Small candle makers, stop scrolling."

9. Question Hook

A question the reader answers in their head. Mental commitment keeps them watching.

64. Did you know [shocking statistic]?
65. Are you still [common action]?
66. Ever wonder why [pain point] keeps happening?
67. Are you tired of [frustration]? Try this.
68. Have you ever felt [specific emotion]?
69. Do you know the secret to [achieving something]?
70. Ever wondered how to [goal]? Let me show you.
71. Are you making this mistake with [task]?

Example: "Are you still buying candles that die in a week?"

10. Transformation / Before-After / Story

A change over time. The gap between before and after is the hook.

72. Here's the before and after of [project].
73. Brace yourself for the transformation in my [area].
74. How I [achieved result] without [common requirement].
75. Here's how I turned my failure into success.
76. I challenged myself to [hard thing]. Here's what happened.
77. I did [thing] for a week. Here's what happened.
78. Here's a simple habit that transformed my [life / health / work].
79. A day in the life of a [profession] making [money] a month.

Example: "How I sold out 200 candles without spending a dollar on ads."

11. Speed / Effortless How-To

Low effort plus fast result. Removes the reason to scroll past.

80. Here's how to [goal] in just [short time].
81. Here's how to [goal] without [common obstacle].
82. Here's how to [goal] with zero experience.
83. Here's how to [task] like a [pro].
84. Here's a [time frame] hack for [task].
85. Here's how to [goal] on a budget.
86. Here's how to get [desired item] for free.
87. Here's a shortcut to [goal].
88. Here's how to [achieve result] faster than ever.

Example: "Here's how to scent-test a candle in 60 seconds."

12. Urgency / FOMO / Stop-Scroll

A reason to act now. Use sparingly — overuse trains the audience to ignore it.

89. Don't scroll if you want to [achieve something].
90. Don't scroll past this if you want [benefit].
91. Everyone needs to know this.
92. Here's your sign to try [activity].
93. Don't miss [opportunity].
94. This changes everything about [topic].
95. Save this for [the moment you'll need it].

Example: "Don't scroll if you want your candles to actually sell."

13. Confession / Vulnerable

Drop the persona. A real admission earns trust and 3-10x normal engagement.

96. I can't believe I'm about to say this, but [admission].
97. Don't hate me, but [hard truth].
98. Here's a tough pill that [audience] can't swallow.
99. I have to confess something I've avoided saying.
100. I used to [do thing wrong]. Now I swear by [the fix].

Example: "I almost shut down my shop in March. Here's what saved it."

Hook-Writing Rules

Apply these to every hook before returning it:

• Specific beats abstract. "I tested 47 scents" beats "I tested many scents." Always fill placeholders with real numbers, names, and moments.
• First word is the strongest word. Lead with the number, the name, or the surprise. Cut "so," "okay," "today I want to talk about."
• Could it stand alone as a tweet? If the hook only makes sense with the body, it's too weak.
• No filler. Cut "really," "very," "just," "actually," "basically."
• No generic AI openers. Never "In today's fast-paced world," "Let me tell you," "Are you ready to," or "Picture this."
• One hook, one idea. Do not stack two hooks. Pick the strongest.

What NOT to Do

• Don't return a hook with placeholders left unfilled. Fill every [bracket] with a real specific.
• Don't dump the whole library on the user. Return 1 strong hook plus 2 alternates.
• Don't pick a generic category (Listicle, Question) when the topic has a strong opinion or a real number — those map to higher-ceiling categories (Contrarian, Receipt).
• Don't reuse the same category for every post in a batch. Vary the patterns so a feed of posts doesn't read as formulaic.