Hi Reader,

I keep talking to founders who know they should be putting out video content, but the second they hit record, everything falls flat. They’ve got good ideas, they’re hyped… and then—crickets. It’s like, “I’m doing everything right, why isn’t this working?” After a few tries, they throw up their hands and go, “F*ck it, maybe video’s not for me.”

If you're going to read anything this week:

Here’s what I see time and time again: The problem usually isn’t the content—it’s how the video starts. If you’re spending the first few seconds introducing yourself or adding filler, your audience is already gone.

To keep people watching, you need a strong hook. In the first 2-3 seconds, you’ve got to grab attention and convince your audience to stick around. Let’s break down a few common missteps I’ve seen and show you how to turn them into effective hooks.

3 Common Mistakes (and What to Do Instead)

Mistake: “Hi, I’m [Name], founder of [Company], and today I want to talk to you about…”
​Try this instead: “Are you tired of buying granola that tastes great but isn’t healthy? Here’s how we fixed that.”
​Here's why: Skip the intro. Lead with a question that taps directly into your audience’s pain points. The promise of a solution gets them invested right away.

Mistake: “I’m here to talk about our skincare products and why they’re great…”
​Try this instead: “Most skin care products are lying to you. Here’s what actually works.”
​Here's why: Bold statements grab attention. Challenge a common belief and spark curiosity, and your audience will stay to hear your take.

Mistake: “Our software has many features that make it easier to manage your time…”
​Try this instead: “Did you know our software could save you 20 hours a month? Let me show you how.”
​Here's why: Focus on the result first, not the features. People care about what’s in it for them, so start with the outcome they can expect.

How to Know If Your Hook Is Working

So, how do you know if your hook is landing? Here are three signs your audience is sticking around for the main course, not sneaking out the back like a bad first date before appetizers even arrive.

Watch Time: Are people sticking around for more than just a few seconds? If your audience is dropping off before the 10-second mark, your hook isn’t hitting. Use your platform’s analytics to track how long people are watching.

Engagement: Are you seeing comments, shares, or saves? If your content gets people talking or sharing with their networks, it means your hook resonated and the content is relatable.

Conversion to Action: Are viewers clicking through or taking the next step you mention in your video? If they’re moving from watching to acting, your hook did its job and the content is packing value.

A great hook doesn’t need to be fancy—it needs to be effective. It’s about grabbing attention in those first few seconds, stopping the scroll, and making people think, “I have to see this.” Get that right, and you’re not just another piece of content—they’re hooked, their thumbs stop, and your message sticks. After that? They’re watching, and that’s when your content actually starts doing its job.

For more examples on crafting hooks that work, check out my full post here.

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P.S. Need a fresh perspective? I’m offering a few free strategy sessions this week—no strings, just real talk about what’s keeping you stuck. Whether it’s your messaging, marketing strategy, or anything in between, let’s figure it out together. If you’re up for it, grab a spot and let’s dive in.

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Instant Upgrades:

Links to dope sh*t from around the Internet.

• ​Failory: Stories about startup failures so you can learn from their mistakes.
• ​Marketing Examples: Ultra simple look at successful copywriting examples.
• ​Getting Users (resource): Q&A style guide featuring quotes from leading thinkers.
• ​Hunter: Find emails quick. Cold emails aren't always getting through corporate filters, so balance with Linkedin DM's.
• ​Secret: Get discounts on SaaS.

I'll see you next week!

All my best,

Justin Bridges 2x Founder, Startup Marketer, Plant Dad🌱