Why Your Ads Suck: The Anatomy of a Hook
I know why your ads aren’t performing. Most marketers don’t know the anatomy of a hook. Let me show you.
Hey there,
Ever wondered why your ads are losing you money? Unit economics and sales funnel aside… the problem often lies in the hook of your ad. It’s probably not as hooky as you think. A good hook is not rocket science, it’s more of an art. And to immediately contradict myself; here’s a really simple formula that shows you what a hook is made up of, so you can make them more effectively:
Disruptor × Qualifier × Gap = Hook.
This formula is non-negotiable. Let’s dive into each part.
1. Disruptor: The Pattern Interrupt
Ads need to snap the audience out of their scrolling trance. A disruptor is like that sudden splash of cold water on your face - it gets attention. But it’s not just about being loud or shocking. It’s about breaking the pattern in a way that’s relevant.
2. Qualifier: Making It Personal
Your ad isn't for everyone, and it shouldn't try to be. The qualifier ensures that your message resonates with a specific audience. It's like saying, "Hey, I’m talking to you." This isn’t about casting a wide net; it’s about finding your fish.
3. Gap: The Open Loop
Creating a gap is like starting a story but not finishing it. It opens a loop in the mind of your audience, creating a need for closure. This gap makes them stick around, eager to find out more.
The Multiplication Effect
These elements don’t just add up; they multiply each other. Miss one, and your ad is like a three-legged stool missing a leg.
Disruptor / Qualifier / No Gap? Interest fizzles out.
No Disruptor / Qualifier / Gap? You're scrolled past.
Disruptor / No Qualifier / Gap? It's irrelevant.
I see ads with weak hooks all the time. It's like a meal without seasoning - bland and forgettable.
Here’s an example from one of our ads:
You can see that it’s not entirely strict how often these elements occur. The only hard rule is that you respect the sequence in which they appear.
Here’s an example from the subtitle of this post:
I know why your ads aren’t performing. Most marketers don’t know the anatomy of a hook. Let me show you.
Disruptor: “I know why your ads aren’t performing.” - This statement immediately grabs attention. It suggests that there is a known reason for failure that the reader might not be aware of, prompting curiosity and a sense of urgency.
Qualifier: “Most marketers don’t know the anatomy of a hook.” - This part narrows the focus to a specific group (marketers) and hints at a knowledge gap they might have. It implicitly states that this content is particularly relevant for those involved in marketing or advertising.
Gap: “Let me show you.” - This is an invitation and a promise of revelation. It creates a loop that can only be closed by reading the content, as it implies the existence of valuable, possibly exclusive information that will be disclosed.
The 80% Rule
Spend 80% of your time crafting and testing your hooks. And 20% on the rest of the ad. Why? Because that’s how you make your ad dollars stretch further. The Facebook algorithm loves a good hook, and so do your potential customers. Your ad will live or die by the hook.
Avoiding Over-seasoning
You don’t want to be the “You won’t BELIEVE this ONE WEIRD TRICK” guy. Here’s how to keep it real:
Highlight a Specific Problem: This creates a disruptor, qualifier, and gap all at once.
Lead with a Story, Be Yourself: Authenticity is key. If you can weave a story into your hook that’s genuine and relatable, you’re gold.
Testing Your Hooks
When you're crafting your hooks, ask yourself:
Does it disrupt effectively?
Does it qualify the audience correctly?
Does it create a compelling gap?
Play with these elements. Tweak, test, and learn.
Remember, disrupt, qualify, and create a gap. Spend time on this. It's worth it. And stay true to your story, because authenticity is getting rarer by the day.
Maybe that was useful, maybe not. Let me know.
Disclaimer #1: I will never try and sell you anything on this newsletter. It will always be free. This isn't agency talk. This is coming from someone who's spent millions of their own cash on ads. Real money, real skin in the game. So please share this newsletter with someone who might find it useful.
Disclaimer #2: I cannot take responsibility for any losses you may incur from this advice as a result of experimenting with your hooks. That’s the price of learning.