The hook library.
30 openings written by our studio, sorted by niche and by the job they do. Steal them, adapt them, test them. Each one comes with why it works.
30 hooks
- Price anchorFashion & sneakers
“This exact pair is €500 in the boutique. Here's what I paid.”
The number everyone knows does the work; the reveal is the reason to stay.
- ObjectionFashion & sneakers
“Never heard of this site? Is it a scam? Fair question. Let me show you.”
Says the buyer's doubt out loud before they can scroll on it.
- Pattern breakFashion & sneakers
“Shoebox opens, but the camera is inside the box looking up.”
An angle the feed never shows earns half a second of curiosity.
- QuestionFashion & sneakers
“Why do these feel lighter than the ones you own?”
Implies a gap the viewer can only close by watching.
- StoryFashion & sneakers
“The boss is on holiday. I have the warehouse keys.”
A tiny story turns a discount into something worth sharing.
- Pattern breakBeauty & skincare
“Half of her face is done. Guess which half.”
Turns the before/after into a game the viewer wants to win.
- Bold claimBeauty & skincare
“One pump. That's the whole routine now.”
Simplicity is the promise; the claim is short enough to read in one glance.
- ObjectionBeauty & skincare
“My skin hates everything. So I tested this on the worst spot first.”
Speaks to the buyer who has been burned before.
- QuestionBeauty & skincare
“Why does your foundation look fine at home and cakey in photos?”
Names a frustration the viewer has felt but never explained.
- Price anchorBeauty & skincare
“The €90 serum and the €19 one, side by side, no labels.”
A blind test is more convincing than any claim.
- Bold claimSupplements & health
“I stopped the 3pm crash in a week. No extra coffee.”
Specific time, specific result, a cost the viewer recognises.
- ObjectionSupplements & health
“Gummies are just candy. That's what I thought too.”
Agrees with the skeptic first, which buys the right to disagree.
- Pattern breakSupplements & health
“Pouring a whole week of pills onto the table. This replaces all of it.”
A visual pile makes the problem physical before the product appears.
- QuestionSupplements & health
“Do you actually know what's in your protein powder?”
Plants a doubt about the product they already use.
- StorySupplements & health
“My doctor asked what I'd changed. This is the answer.”
Borrowed authority without making a medical claim.
- Pattern breakFood & drink
“Pour shot from directly above, in slow motion, no music.”
Silence and an odd angle stand out in a loud feed.
- QuestionFood & drink
“Why does restaurant pasta taste better than yours?”
Everyone has wondered; the product is the answer.
- Bold claimFood & drink
“Zero sugar, and you won't be able to tell.”
A dare the viewer wants to test.
- Price anchorFood & drink
“€6 a cup at the café. €0.40 at home. Same beans.”
The per-use math is the whole pitch.
- StoryFood & drink
“My nonna made me promise not to share this. Sorry, nonna.”
A broken promise is a reason to listen.
- Pattern breakTech & gadgets
“Dropping it into a glass of water. On purpose.”
Tension first; the spec sheet comes after.
- QuestionTech & gadgets
“Why is your phone always at 20% by lunch?”
A daily annoyance, named in the viewer's own words.
- Bold claimTech & gadgets
“The only charger I take on a two-week trip.”
A concrete use case beats a feature list.
- ObjectionTech & gadgets
“Cheap earbuds always break. I've had these for a year.”
Answers the obvious worry with time, not adjectives.
- Price anchorTech & gadgets
“It does what the €300 version does. Here's the side by side.”
Anchors to the premium brand without naming it.
- Pattern breakHome
“Spraying it straight at the camera lens.”
Breaks the fourth wall and the scroll at the same time.
- QuestionHome
“Why does your house smell fine to you but not to guests?”
A gentle, slightly uncomfortable truth.
- Bold claimHome
“Ten seconds a day and the room still smells like this at night.”
Effort and payoff in one line.
- ObjectionHome
“Air fresheners just cover smells. This one doesn't, and here's why.”
Reframes the category before pitching the product.
- StoryHome
“My landlord came for an inspection. I panicked, then I remembered this.”
A stressful moment everyone recognises, solved in one shot.
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