Name: Group Coaching Session - Week 1 (Motion Creative Strategy Bootcamp)
Uploaded: 2026-03-19T19:02:24.499Z
Duration: 1 h 7 min 17 s
Description: Group Coaching Session - Week 1 (Motion Creative Strategy Bootcamp)

Transcript for "Group Coaching Session - Week 1 (Motion Creative Strategy Bootcamp)": welcome to our Thursday group coaching session. So in addition to the actual trainings that are gonna happen on Tuesdays, we're gonna have these group coaching sessions on Thursdays that are meant to be a little bit more casual, a little bit more interactive, where we bring some of the content that we've been talking about in Slack, some of your homework into the session, and just have, like, a really great conversation with some real creative strategists. So first, I just wanted to highlight some of the cool things that I noticed going on in the community. Oh, I have, like, a nice broken Instagram story. That's a great start. A tiny little tech blip. I just wanted to pull some community wins. So first of all, I manage some of our organic social, and you guys are tagging us everywhere. Please continue to do that. LinkedIn, x, Instagram, Facebook. Does anybody use Facebook? I know we make Facebook ads, but does anybody actually use it for anything other than marketplace? Let me know. Everywhere, tag us, and we love to see it. Thank you so much for sharing the love. I noticed that Chris and Annalise are going for coffee. I personally have been craving more creators creative strategy community lately, so this just, like, warmed my heart. And I wanted to encourage you guys. If you notice people who live near nearby and you wanna grab coffee, if you wanna build community, use this as an opportunity. The chat in in Slack is popping, so go find some friends. I'm a 100% gonna be doing that myself. So if you see me in in Slack looking for friends, don't judge me. Okay? I just don't we all need more? Homework is rolling in. I was going through homework yesterday, probably spent a good four hours looking at all your hooks. Great job. But there's nearly 10,000 of you in the Slack channel, so I'm sorry if I don't get back to all of you. But thank you so much for sharing your homework. It's amazing. And then we've also got some more specific questions rolling into the ask the coaches channel. So I just wanted to bring that to your attention just in case you guys have anything that's really specific to ask us coaches, including the coaches who are gonna be doing the rest of the sessions moving forward. You have have a specific question for us, that's a great channel to go into, and I've also been really enjoying responding to you guys there. So thank you so much for all the engagement. Alright. So just a quick intro for all of us here. I'm Alicia. I'm a creative strategist at Motion. I do a little bit of paid ads, a little bit of organic. You might have seen me on TikTok, and I also work with our product team a little bit. If you've seen the AI tags inside of Motion, that was my baby last year. I hope you like them. Yeah. And I'm gonna pass it to Jake to introduce himself. Alright. Hey, everybody. Nice to meet everybody. I'm Jake. I have been running my agency, Odyssey, since 2020. Before that, I worked at a couple of different consumer facing startups as a head of marketing. And before that, my first job was in traditional advertising in the big scary ad agency world. So I've been through it all, and I'm excited to help everybody out in this group. Nice. I'll throw it to Sarah. Awesome. Hey, guys. I'm Sarah. I have been in the creative strategy world for about six years now. I spent five years in agency learning the ropes. And for the last year, just about, I've been freelancing full time. I'm currently working with four d to c brands across beauty, health, and wellness. So super excited to be here and help you guys with your hooks. Pass it to Joanna. Hey, guys. I'm Joanna. You can call me Joe. I have done, the agency side, the consulting side. I previously was at HexClub where I built out the internal creative strategy department from scratch with all the systems and processes and hiring and strategy and all that. Currently, I am consulting and working with brands that wanna take their creative in house or wanna uplevel their creative testing and their whole process. So I work with brands and agencies, and that's me. And, also, I saw the question in there. Everyone asked, this is Monty. He's a long haired dachshund mix with some Papillon. Enjoy. I do enjoy. I remember the first time I met Joanna, and I the first thing I said was, wait before you say a single word. Tell me everything about your dog. I love it. I Eric when I did this a speech a few weeks ago, I started the whole slide slide deck presentation with, like, let's just get this out of the way. This is my dog. oh, that's right. Yeah. The marketing operator's one. I saw that one or the operator's one. Yeah. Nice. Yeah. And Eric is gonna join us, I think, next week. So we're gonna mix it up a little bit on Thursday, so we have some different coaches to chitchat with. You'll probably see all of our faces at least one more time. Yeah. And you'll just be able to chat with a whole bunch of different creative strategists from different backgrounds, which is great. Alright. Let's go to the next slide. Okay. So first of all, this is a question that we get every single time no matter how many times we say it. Yes. We will share this deck and all of the resources and the inspo boards from today's session in Slack. So keep an eye out for those. We will share them with you in Slack. But, yeah, let's go ahead and start talking about some hooks and doing some group coaching. So as you know, our Tuesday session focused a lot on hooks, what makes a good hook, how to write a direct response hook, all of the elements of hooks. And what I'm gonna talk about today is just I pulled some of my favorite hooks from the week one homework, which I frankly could have probably pulled hundreds of them. They were so good. But I just wanted to share with you why I liked these hooks as just like an example of what I was looking for when I was looking inside in some of your homework. So hopefully, you guys can hear my audio. I think I shared it correctly, but please tell me if it's not. And then she was like, you got Botox recently, didn't you? And I was like, no. I met up with my friends the other day, and they all accused me of getting Botox, which there's nothing wrong with getting Botox. Okay? I personally am just terrified of needles. Okay. The reason why I like this hook, and maybe it's a little bit selfish, but as a woman of a young 33 who happens to get some Botox, instantly, she when she was like, and then they said, you got Botox, didn't you? And I said, no. First of all, the way that she said it sounded so authentic. And, immediately, I was like, I want that experience. Anytime somebody tells me that my skin is good, every time I get ID'd when I buy liquor and they're like they, like, ID me and they're like, oh, you look you look younger than you did, I want that experience. So instantly, I want whatever she is selling. The other thing is the framing of this hook is very intimate. It's very close. It feels like a vlog or like a FaceTime with a friend. She's talking over coffee. It has a very native organic vibe. The text overlay also looks authentic. It looks like something that you would post on TikTok. And instantly, it's like a story time. And when you watch this video, she actually doesn't introduce the product until the twenty second mark, and she really talks about it as a solution, not as a product. So she really hooked me on that experience, and that's what really worked for me. I loved this book. The next one I wanna show you is a little bit of. Tomorrow is switch off? That's how it sounded in my head by the end of every day. I'd Okay. So the reason why I love this one is because nothing. Tomorrow? the text, the audio, and the visual creates this, like, visceral emotional experience that I feel like we've all had at the end of the day. Like, she looks like she's just, like, sitting on her couch with her cat. Relatable. I'm also a cat mom. And she's going over in her head all of the feelings and the emotions that she's had throughout the day. And the questions that she's asking herself and the thoughts that she's having, like, why did I check the news? I got nothing done today. Immediately for me, this resonated. These are the thoughts that I've also had in my own head. And I could like feel how she was feeling. So that's why I love this hook is that I just felt like all three parts of this hook really worked together to create this emotion and kinda trigger a problem that I think a lot of us have had or a lot or a feeling that a lot of us have had, but maybe we don't consider it something that needs to get solved. So you've made me feel like there's some level of urgency of getting this solved. So that's why I love this one. Okay. Next one. So I did this real on toilet paper that went completely viral. It's called your toilet paper's making you They got taken down by Meta. Okay. The reason why I love this one is the framing of this hook when he's in the grocery store with his headphones. He's got his phone up in front of him. I have tried to, like, vlog or film a video inside of a public space before. It feels illegal, and it feels like you're, like, an insider who's got some kind of, like, whistleblowing information for me that you're not supposed to share. Like, it feels like you're doing something wrong, if that makes sense. It feels like he's, like, in the store, and he's about to reveal some hidden truth that we didn't all know. And the other thing is when he says, I made this real about toilet paper that went viral, it means that whatever this information is that he has for me that is related to something in this grocery store, which he says is about toilet paper, people cared about it. So you've, like, prequalified the information that he has for me. I didn't think I cared what was in my toilet paper until you made me feel like I should care about it because you have something relevant to say, and it feels like something that you're not supposed to know and not supposed to be sharing. So that's why I love this hook. And then this is the last one. I did not realize how bad this was. My boyfriend is an acts of service kind of guy. No. Not that type of acts of service. Get your mind out of the gutter. Okay. I like this hook because she shows the problem by swiping her finger on the dash. I will say, we we all do it, I probably would have made my finger look a little bit dirtier than she did just to, like, really hook people. But she shows the problem right away. I didn't realize it was this bad. And then when she says my boyfriend is an active service kind of guy, I knew right away that she was about to clean her her boyfriend's truck. Like, that was what she was gonna do. She was gonna solve that problem for him. I liked the the fact that there's no text overlay here too. I saw a lot of people talk about this in the Slack channel. They asked, should there be captions? Should there be text overlay? There is, like, a risk here for people who are sound off to not know what she's talking about. But because she showed the problem with her finger, you might want to turn the sound on, or you might want to, like, watch what she's doing to kinda figure it out. So that's great. I think the visual is pulling a lot of the weight here. But for what it's worth, when you're sound off, you kind of lack that, like, explanation. But, yeah, I just loved the way that she, like, showed the problem. And then once she set up the context of what she was doing, it made total sense. Like, immediately, I'm like, you're gonna sell sell me something to, like, clean this truck. So I loved it. It also felt very vlog style also, very native organic. Like, she propped up the phone on a steering wheel or on the dashboard, and she's just gonna, like, film the process for you. So, yeah, I love this stuff too. That's everything from me. Now I'm gonna move it move it on to Joanna. This is Joanna's best hook ever. I'm gonna let her break it down for us. So first, I'm gonna play it. Joanna, you tell me when to stop. Why I will never buy Gordon Ramsay's pan again. Spoiler alert, it has a lifetime warranty so I won't need to. Hexcloth surface really. is everything. good. So, I love I love this hook, and, it's something that we started with once and then scaled infinitely forever and ever and ever. So okay. Let's let's break this down. There are two clips here, and I wanna break them down by copy, visual, and audio. So let's go back to the opening, screenshot. I don't think we need to play, but I think it'll just give us a nice little I won't. There we go. Okay. So why I'll never buy Gordon Ramsay's pan again. So immediately, you are seeing Gordon Ramsay. That is a memorable name. It's a legitimate chef. It's celebrity. And then you're seeing a de influencing type headline where I'll never buy his pan again. So you're like, wait. I trust this guy. Why does this other person not? Makes you very, very curious. Also, I've capped never for emphasis. It makes her sound enraged. It adds to the emotion and the curiosity, and it also really helps to break up headlines when you can play with bold or caps or italics or emojis. It really helps people just immediately, if they're half zoned out, absorb. Visuals. So this is a essentially POV shot of a woman taking, the pan filled with eggs out of the oven. What's really kind of brings the humanity and how you can really put yourself in this position, we're not showing a face. You're just seeing the hand pulling it out of the oven. And the oven is real and dirty, and we got comments on that. And I stand by having a dirty oven because let's be real. A lot of ovens are dirty, and that feels relatable. It also demonstrates three value props very, very subtly. It's telling you that this product is oven safe, that it's durable because you put it in the oven and it didn't melt. And it's versatile because I don't know how many times you've ever seen egg clouds, but I had never even known what an egg cloud is. So now I'm curious what is that egg cloud. And then also we knew that eggs were a top performing visual for us. They're viscous. They're, this is an unexpected, fluffy, interesting looking dish. I wanna know what's going on. The audio. It is a real human voice over, not AI. It was one of our employees. I man, I know, guys, that it's easier. Honestly, I find it harder to use AI sometimes because you can't get them to have the inflection. And this was really important for us for it to feel like a real person's testimonial and have that real emotion behind it. I think it would have been a lot less effective if it was that robot lady voice. The music is also very subtle and then leads to a beat drop in the next clip, which I'll explain why that's important. So the second clip, which if we just move on over to that. Let's see if I can do it. Trying my best. This is making me feel so much better because I'm the worst screen share. Spoiler Why I will never buy Gordon Ramsay's, pan again. please. Spoiler alert, it has a lifetime warranty, so I won't need we go. Okay. Perfect. Alright. So the second one, spoiler alert, because that has a lifetime warranty, so I won't need to. First of all, with the copy, notice that we have split this up. You are not seeing our all this information on the first clip. That's way too much information. You have to be very specific in the in what you're saying. Don't try to make a billion points at once. Don't overwhelm the clip with copy. This is really important to have that beat of, wait. What? And then the second clip is saying is is referring back to the first clip and explaining why she's never gonna have to buy this again. So I got the emoji there with spoiler alert to really catch your attention, and then there's a pause before you get to the payoff of because it has a lifetime warranty because you wanna know what is this spoiler alert. And it's really interesting because it flips the opener back on itself and gives you an immediate payoff. Because in the beginning, you thought she didn't want to buy it again, but the second clip shows you she didn't need to buy it again. So the objection gets handled, the joke is resolved, and the value prop lands all at once. It's also subtly, demonstrating durability. This is a good quality product, and it's going to last. So with the visuals, this is an even better egg clip because it's transforming liquid eggs into whipped eggs. For food based products, I'm telling you, anytime you can show some sort of transformation, liquid to solid, cooked uncooked to cooked, people love that. It also is very it's just very visceral. You feel it. But it's also doing something else. It's driving you crazy. Because we're seeing a mixer on a pan, and your immediate reaction is, oh my god. No. No. No. No. No. You're gonna ruin your pan. You're gonna ruin your pan. You should not be using a mixer on this. So now you've caused stress, but then you resolve it with the copy, saying the lifetime warranty. So, basically, it's saying you can do whatever you want to this thing. It can handle it. basically, you're confused and satisfied at the same time, and everything here has demonstrated this is durable. And like I said, the audio, which we can play again, but it's not super, super important here, is that the beat drops for emphasis, energy. It matches the we fooled you copy. It makes the product seem strong and powerful. So you started it kinda soft, and it was bang. Here is your answer. And that goes into an on ramp that directly relates to the opener, but I'm gonna talk about on ramps later on. So I'll call it. Nice. I saw a question in the chat. How did you know that eggs are a great visual for HexCloud? Through extensive testing. That is a big test when we were at HexCloud is what foods are resonating. A lot of times we found out that it was meat. There was tons of carnivores. But once we realized, okay. We can't make every ad be meat, What other foods are relatable? It also depends on the persona. Obviously, this is not for vegans, but it is a pretty universal food. And after a lot of testing, we really found out that eggs in many forms work, especially with pans where people really struggle. It is the stickiest, food. It is, a very good test food for is your pan usable, because other things are much easier to be nonstick. Eggs always stick. Mhmm. Nice. Yeah. And I wanted to add too, like, I I saw a lot of people commenting about the dirty oven, and somebody even said, like, what they've realized from this is that they are overthinking their hooks way too much, and they're never gonna clean their background ever again. 100%. I think something that is so true about what we see on social media feeds today, which includes organic and paid social content, is people don't want perfection anymore. They really wanna be met where they're at, and they wanna see themselves and their own experiences reflected on camera so that they can feel heard and understood. So if somebody opened an oven and it was beautiful, and it was in a white kitchen, it looked nothing like the one that I actually own. I rent. And if you think I clean my oven one single time before I actually move out of that place, absolutely not. Like, a dirty oven is where my food is at. So, like, that's totally relatable. Love that so much. And if it's and if it's an aspirational video where the whole point is I wanna be this amazing influencer whose life is perfect, then, yeah, her oven needs to be clean. But if this. is a person who is very relatable and is using a mixer on a pan, like, just like we all are like, oops. This is a relatable person. This is supposed to be somebody human. You have to show them being a human. Yeah. Totally. And I felt the same thing when when I saw the mixer on the pan. I I I messaged Joanna when I saw that. I was like, my HomeSense pans would be ripped to shreds. Like, I really should invest in a better pan. If your hook can, elicit an eye twitch out of the viewer, I think you've really done a good job. I like that. Elicit and I twitch. Somebody write that down. That's great. Okay. Let's fix a hook. So this is one that was submitted by a student in Slack, Trinity. She said the hook didn't perform. I would love to help love help understanding why. And Jake and Sarah, since you guys haven't chatted too much, I'm gonna convince Sway call you out. And I would love your perspective first when we watch this hook. What do you think is not working about So let me go ahead and play it. plan content on my phone used to feel like this. Too small, too scattered, and too easy to miss the big picture. So now every launch starts here. I map the strategy, then filming, editing, review, scheduling, monitoring, and finally, reviewing the data and insight. Alright. What do we think? Why didn't this hook work? What's your first impression? So my first impression was that I it's not super clear who you're talking to in the hook, and I would make it more specific to a certain type of content creator or somebody that you're trying to reach directly. I'll get into micro targeting a bit, during my section. But, yeah, I would make it more specific directly who you're speaking to rather than trying to be super broad, and you will see my cat come through here as well. Do you see a tail behind me? It's not mine. Yeah. I agree. I think, like, I need to know instantly why I should stick around and watch the video. So even just having a, like, a nice bubble header caption that has a number that speaks really specifically to the person that you wanna watch this video, you'd probably get a nice boost. Mhmm. Yeah. My first impression was, like, planning content for what? Yeah. I had so many questions. It, like, piqued curiosity, but, like, not in a good way. In a way that's like, don't know what you're talking about, so I'm gonna scroll. Yeah. Nice. Okay. Next, I'm throwing it to Sarah again. This is Sarah's hook workflow template. And, yes, you will get the template. We will share it in Slack and in the slides. But, Sarah, throwing it to you. Talk us through how you plan out your hooks with this workflow template. Awesome. So this is a workflow that I developed for when you have a concept that you feel like you've iterate out iterated on it a 100 times and you can't come up with a new angle. In a lot of ad accounts I work on, we have certain concepts that always hit, and so we're always trying to find new ways to speak about them, and this is how I do that. So you start with your concept. You have a winning concept that's working really well, but you need to find new ways to talk about it. You would then move to your messaging angle, which is what you'll see in those orange bubbles, in the second row. And a messaging angle can be anything from a pain point, a motivation, a failed solution, a desired result, a prepurchase objection, anything like that that might appeal to your audience. And then once you've identified what messaging angle you want to go after, then diving into your micro targeting, like I mentioned earlier. So Evan spoke about micro targeting on Tuesday, where he taught us that micro targeting consists of finding a specific person with a specific problem at a specific point in time. And so these, once you find your messaging angle, you want to identify which micro personas would that messaging angle appeal to. And then from there, you wanna start writing your hook. And then the bottom row in yellow, I just gave some little insights where I would find the language for the hook. And there's lots of examples here for you guys to reference, but we're just gonna walk through one together today if we wanna go to the next slide. So this example, this is what happened when. That is a concept that works really well for me across many of my accounts. If you haven't tested, this is what happened when I used x product for thirty days. Please go test it right now. Let me know how it goes. That's typically where I would start with this concept and then continue getting more granular from there. And so using the motivation esteem a lot of people ask me what where I get the motivation from. Those come from human psychology. And within the template, I did put that off to the right for you guys. There's a bank of different motivations based on human psychology principles that you can use and figure out which ones work best for your brand. But for today, we're gonna be talking about Jones Road Beauty Miracle Balm. This is not one of my client's disclaimer, but a really amazing performance marketing brand that we all look to for creative inspiration. So just using them as an example today. And so with the beauty industry, esteem, self esteem, that's a huge motivator for people buying beauty products. And so with that, it means, you know, I want to feel confident. I wanna get compliments, all that. And so thinking about a micro persona that wants to get compliments but maybe has specific needs or specific problems, The everyday hero or service professional is a good example. That can be your nurses, teachers, EMTs, anybody like that who maybe they're in you don't wanna call it an ugly uniform, but maybe not the most glamorous uniform, but they still wanna feel good about how they look during the day. And so with that, a hook that would appeal directly to that micro persona is this is what happened when I found the ten second glow up that makes me feel put together before my twelve hour shift. And how I found the language for that was researching Reddit threads with nurses and teachers to understand that they're working early mornings, long nights, you know, long shifts. They want something quick that they don't have to spend a lot of time on, but that's going to last twelve hours. And so we accomplished addressing those concerns within the hook, and then you can continue to build your on ramp from there. And it really helps with, getting rid of that writer's block and continuing to guide your strategy in a way that's methodical and feels, strategic. So I hope this is helpful for you guys. If you do take the template and use it, I would love to hear about it. So feel free to hit me up on LinkedIn. Nice. I see so many people so excited about seeing, like, a visual workflow because they're visual people, and I can so relate to that. I also saw a couple questions about how to differentiate a hook, a concept, and an angle. Such a good question. For me, the the concept is the I would say, for me, concept is, like, the overarching, like, body of the video of what you're going to be speaking about. So this is what happened when really sparks that curiosity of somebody who wants to try a product. They want to know what happens after you use it before they buy it. So you're gonna be speaking to that throughout the entire video. The angle for me is that messaging point. So it's either your pain point, your motivation, your desired result, solution, etcetera. And then the hook is what you're using to address the objections or pain points that your micro persona might have. Hopefully, that helps. Nice. I also saw someone say I wish I had the time to do this. I will say, don't hate me for saying AI, for being the first per first person to say AI, but it's great when you map out these processes to give your process and all of the context that you need to Claude, for example, so that it understands your thinking. And then instead of having to spend the time literally writing in all of these bubbles every single time you need to use it, you can automate this process with AI. So I'm not talking about, like, making an ad with AI. I'm talking about helping you expedite your process that would help a lot. This is, like, a great use for AI, 100%. Yes. And I did actually use AI through this is through Miro board that I built this, and you can literally just, like, type in what you would like to create. And within seconds, it will automate for you. So if you haven't checked it out, definitely do. Love it. And you can just screenshot it and give it to Claude and be like, here you go. Kick it. Turn into a skill. Enjoy. Okay. Let's fix another hook. Okay. This is from Daniella. This hook didn't work. Let's figure out why. Millions of Americans make this one big mistake every summer, and it could put their family's health at risk. This right here is a mosquito repellent spray. The second you start spraying these nasty chemicals on your skin, you could be breathing in those chemicals that are in the aerosol. Alright. I'm gonna throw it to Joanna. What was your first impression here? Okay. So let's go back to that first shot just so we all have a visual. if I can. I I believe in you, girl. Okay. Look at that. There, this copy, there's there it's a clumped paragraph. It's kinda like what I was talking about earlier. It is a clumped paragraph without any formatting to break it up and guide the viewer, and it also is just it's saying too much at once. You need to kind of really think about bite sized single thought captions or headlines, and you can get all that information in. You're just not gonna get it in in that first second. So I also would, I also have a a so my copy oh, and the light died. So my copy note for this is I would actually have it be more like an alarm emoji. Millions of Americans make this one dangerous mistake every summer. Mhmm. And then in the next clip, you can get into it. But I think one big mistake versus one dangerous with dangerous in all caps is really going to get people to watch this and get scared faster. I also think that the, I really want this talent to be more families. The the dog is great, but right now, I'm seeing young people who probably don't have children. I'm not relating to them. I wanna see a mom who looks like a mom and is maybe a little tired and very anxious about their kids and their kids' health. I don't connect with this talent and this, caption. Mhmm. Yeah. I saw some people too say that the dog was too much for them, and they would have scrolled. I'm definitely, like I think we're all, like, animal people. And for me, that looks like a very helpless dog, like, in a kennel. It did not feel like a family dog. Like, I would like, maybe if the dog was at the vet or, like, even then, you know that you're some people are just gonna get triggered by an animal being hurt, and they're not gonna like it, and they're gonna move on. So something about that shot also is very interesting. But, yeah, I agree. More families. This felt like a lot of individuals freaking out about mosquito repellent. I also feel like the part that you really are trying to get the customer to realize is you're putting your family's health at risk, and that's so far. at the end of this copy, like Joanna mentioned, I would have that be one of the first few things you're saying because, otherwise, people are gonna scroll by the time you get to it. Mhmm. Yep. For sure. I like I think this like, this is fear based selling, which works. I think the mistake is a common one where people just make that copy or header caption the same thing that's being said when they actually should work together. And that's like everybody does that. Mhmm. And, like, the next layer up is just not doing that and having them complement each other and work together. That's such a good point, and that's something that I see a lot when I'm working with strategists. And they're like, oh, we don't have any openers from this shoot. Nobody said what I wanted them to say. That's fine. They can be saying something similar to your point, and your headline summarizes it in a really Doctor catchy way. You don't need them to say POV. Like, I went shopping for my kids and got lost. That's a terrible headline. My god. Lighting's not working today. Yeah. Anyway, that's my point. I went shopping for my kids, and I got lost. Not the kid. Me. Got lost. Gotta have a whistle. That would happen. to me. K. I'm. also seeing a lot of comments of people saying show the problem, which I totally Mhmm. agree with that. Like, right now, you're just showing people spraying something, but what does it give you? A rash? Is it like, is there some kind of visual that we can show that shows the problem versus just showing somebody spraying something? Mhmm. Nice. Cool. Okay. Now I'm gonna pass it to Jake. This is how Jake writes hooks. So, Jake, you tell me what to do on this slide, and we'll. Alright. So I'm gonna show my process end to end, and I'm gonna do it in probably seven minutes or less. High level, the way I think about writing hooks and using AI as a copilot for that and not a replacement for my human brain is what goes into the strategy is the micro persona that you're writing for, the motivator, meaning, like, why they would buy the product, and then the benefit that matches with that motivator. So you think about those three things for your strategy, and then you want to map those two specific formats. Right? Because, like, a hook for a street interview is going to be different than a hook for a stage moment or a podcast. It's format specific. And then you get into your hook, which has three components, which is what we were just talking about. They wanna work together. Right? So there is the visual action, there's the voice over, and there's the header caption. And you wanna think about those as a collective way of hooking attention from the right people. So that's the way I think about it, and I'm gonna show with my screen now how I do that. And hopefully, it works. See. No pressure. Long. Alright. I got it. Can everybody see this? Is it big enough? Cool. So this is I'm gonna go through, like, my end to end process for what I just showed. And, the way that I start is if you're using AI as a a partner, it has to have all of the right context. Right? Like, just as in the old days where you would delegate this type of work to someone else that maybe you were managing, you have to give them the right context so that they can do a good job. And in the beginning, I have a bunch of things that I've made. So, hopefully, this loads up. Can you zoom in a little bit, Jake? Some people are saying it's not big enough. Yes. Let me just restart it. Let's just do a window. Don't you love it that in the age of AI, screen sharing, still a problem? we go. How's that for everybody? Okay. So I've made I would think about these as Claude skills. So I've made a bunch of documents like this. Here's one for just, like, how to think about hooks and the different subcategories under those. That way my AI knows how I speak. Right? So it knows when I talk about, like, a yapping visual action hook or a POV scenario caption hook or all of these different types of voice over hooks, I'm giving it, like, my library of language. Right? So I have this as an overall document. I'm not gonna go through all of them, but I have them broken down even more. And that way, it's gonna know what to do. I'll zoom in more. That's better. So what I do is I give it all of that context. Right? So it's gonna understand how I talk about things. And then I wanna start with the persona work. Right? I before I start writing hooks, I have to know the persona that I'm going to be writing for. So that's kind of step one. Here's it. Just kind of loading everything. And then I wanna feed it more research. So in this case, I'm not gonna pull up my ugly, CSV, but I I scraped TikTok. Let me rewind. I'm writing for a company called Insurify. It's the largest auto insurance marketplace. So that's the brand that I'm doing this for. So I scraped TikTok for every viral video about car insurance, had Gemini watch all of those videos, and then do a bunch of analysis. So I fed that into here as well, and I'm gonna ask it to look at that. It's gonna, you know, do a little bit of analysis. It's gonna start kind of spitting back outputs to me. Just keep going. And then I start the process. Right? I wanna focus on one micro persona. So in this case, for this auto insurance marketplace, I just wanna focus on budget savers, people who wanna save money. So I'm gonna tell the AI to focus on that with all the context that it has. It's gonna go through it's gonna think through that specific persona, and I'll send out, a link to this chat so people can see it. Once it thinks through through the persona, I then want it to think through the single strongest motivator for that specific micro persona. Right? So that's the next step. I give it that prompt. It's gonna think through the motivator, and it honestly did a great job. I have to gut check this with my taste, but I know from watching all of these TikToks myself, like, this feeling that you're getting ripped off and you're paying way too much for your car insurance, that's, like, a great emotional hook and a motivator that we wanna lean into. So let's lock in the motivator and do that. And then I'm gonna give it the format. Right? So I told the AI, I wanna write hooks for street interviews, podcasts, and staged moments. And I'm telling it to refer back to the database where I have given it info about, like, how to write hooks for those formats, specifically. So I'm gonna tell it that. It's gonna do a bunch of work. It's gonna come up with some outputs. Let's keep going down. Next prompt. Cool. So that's the thinking, and then I tell it to actually go write the hooks. So, like, let's look at some, some of these as examples. So podcasts. Right? It it's actually writing these specifically as if it was a creative strategist that's thinking through how to write a podcast ad. So it's giving me my caption, do not pay your next car insurance bill. It's giving a voice over. It's giving the visual action, and I have to apply my creative taste to this. But I have a pretty good first draft of these hooks, and it's categorizing them by format. So here's the stage moment one, and it's gonna give it to me in this helpful table. And then once I have that, I can do these pivots. And this is where you can really get into the magic of turning one work stream into essentially unlimited hooks and unlimited ads, I can just tell it to pivot, the work that it just did. But now I wanna write it for the bottom of funnel version of that micro persona and that motivator. It's gonna do all that. It's gonna give me a bunch of hooks, and I'll show a big table at the end that has all of these. Let's go through that. Cool. I can give it different pivots. So in this one, maybe I wanna do same motivator but different benefits. Maybe I wanna do something else. It's already done all the preworks. The outputs are actually going to be good. Here's just, like, it doing thinking, and it's gonna map them to the different formats, which actually makes it useful. Keep going. And now let's say I wanna use all that work that I just did, and now I just want to pick a different persona. So instead of budget shoppers, I wanna write these ads for parents of young drivers who are, like, getting them on their auto insurance. And it's gonna run the same process. I'm gonna get a bunch of hooks from that. Scroll down. And now at the end, have this prompt because that was so much. I'm like, just give me all the hooks that you just did, and let's put them in a a format that's easy to digest. So let's scroll down and show that. I'll probably have to zoom out for this one. So now I have these awesome tables with, like, everything organized. It's bucketed by persona and where they are in the funnel. They're grouped. So, like, it's pairing caption with visual action with voice over, and it actually, like, makes sense for the format. So it's not useless flop. And now my process is really, like, what am I most excited about taking and crafting and taking from 75% to a 100? But I do have confidence that it used the right process, and it built it off of real insights. And it did probably, like, three months of, like, hook road mapping for me in, like, thirty minutes. So I will pause there. That's insane. Lots of questions about what you were screen sharing in. That was motions runneth. And then there was also questions about how you scraped and what scraping TikTok means and how you got that done. Yeah. So, honestly, the easiest step is just use the organic section in motion because it's doing it for you. Right? Like, it's pulling the most viral organic content, and it shows you the engagement. The, like, super advanced level not super advanced, but, like, I'm sure people are more advanced than me. But the more advanced level is using things like Appify, which is just like a scraper. And that's literally all it does, and it will give you an Excel file with all that info. Nice. And then there were a few questions too about Gemini versus Claude versus ChatGPT, and is Gemini the only one that accept can accept video? Any hot takes about all of your LLM options in addition to Runneth? Yeah. So Gemini, I'm not gonna pretend to be a a the most like, the world's best technical expert, but Gemini is the one that can essentially watch a video and know what's being said, what's happening, and what text is on screen. And you can do that in bulk, right, with the right types of tools. It can look at hundreds of videos at a time and pull out all that info. So I think, like, motion like, doing that within motion, I I don't know, like, what what models are behind the scenes, but it does a lot like, it's obviously watching the videos to do the AI tagging. But if you're doing writing outside of that, like, Claude like, everybody's using Claude now, for that process. So, yeah, it's like a mix of those different tools. Mhmm. Yeah. And I can tell you that all of the models are behind the scenes at Motion. We're able to use all of them. So we are definitely giving the videos to Gemini, but then we're doing a lot of the copy and things like that with Claude and research with chat. Yeah. It's great. Yeah. Okay. Cool. Alright. I'm gonna go back to sharing my screen again. Thank you, Jake. Yep. And, yes, everyone, you will get all of Jake's docs. We'll share them in Slack. Okay. Oh, have I forgotten how to share my screen again? There we go. Don't mind me. Okay. Here we go. Let's fix another hook. We love a technical issue. Okay. This one, I don't know how to pronounce your name. I'm so sorry. Dira? Both have the same starting visual, but different voice over at a start. The first ad has a 50% hook rate, but the other one has a 28% hook rate. Can we study this and see if we can increase the hook rate for the second one? Okay. So I'll play both of them and hopefully not accidentally skip to another slide. Okay. So that was the first one. Here's the second one. Okay. So they're saying same visual, but the thumb stop was much higher in the first one. Why do we think that is? I can call out right away. One of my personal pet peeves that I think always hurts the performance of a video is if you can see someone talking and the voice over doesn't match what they're saying. So in the second one, it sounds like they use an AI voice over. You can still see her mouth moving in the first few seconds. And so for me, I would, like, immediately scroll past that. Mhmm. Well, the first one has gamified the ad. So it's it's gamification when you have the timer. So now we're in on it. We wanna see the payoff. We you know, it's counting I don't remember if it was counting down or counting up. I think it was counting up. Regardless, it's now gamified for us, and humans feel compelled to continue watching. The other thing is you're seeing you're seeing that transformation, but, honestly, I still don't know what this product is. It looks like I'm just watching a woman in the shower. So I do think I am really curious for this, and I I can't see that close what the retention is and how the ad performed because this does seem like an amazing thumb stop. But I'm not sure whether that translates to an amazing ad simply. because I don't know what this product is from the beginning, and that can very much be clickbait. Yeah. And I think that the one with the 28% hook rate, because they call out the company and the guarantee right in the hook, it feels like an ad immediately versus the other one. It could be something more organic that somebody would post in in the feed that you would see naturally so you won't scroll scroll away as quickly. Yeah. Yeah. I can see really, really, really wanted to sorry. I really wanted to pay off in that first one where right after it, she's like, look how fast my hair like, shampoo got out of my hair. Because I still I'm like, she just seems to be in, like, a shower, but she's using a handheld, you know, shower head. Yeah. I can the see the hold rate for the first one is 47%, and the the second one is 13%. And, I mean, to me, that feels kinda odd. Like, the first one, you told me to watch it, and then I did. And it was very satisfying to, like, see the shampoo come out of her hair. And I was trying to figure out why you would you you asked me to watch it. Like, is it was the shampoo coming out of her hair faster? Is her hair cleaner? Like like, why like, why would I watch that? What am I supposed to be paying attention to? So I was, like, instantly kind of, like, hooked on that and was going to to you, like, opened a curiosity loop, and I wanted I was waiting for you to close it. You know? Yeah. And I agree the comment response here. I feel I feel like this is a a mistake that I see a lot of people make with their comment responses is this could this be a real comment that someone left? Probably. If a if a company offers a real money back guarantee, it's usually because they know it works. That's definitely a comment. But, like, I don't know. Something about that definitely feels like feels like an ad for sure. Like, I find that sometimes people fill the comment response with something that's, like, set up to be an ad instead of looking for a genuine comment. So, like, maybe I'm I'm looking into it a little bit harder, but, like, my I'm I'm curious, like, many comments did you have to get in order to get one like this? You know? It doesn't doesn't feel quite as authentic as most of them to me. Yeah. Cool. Yeah. Just because it has a a a format that's working for other people doesn't mean that you still have to really be careful about what is that copy in. that question. So a lot of times, you'll like, oh, let's do question openers, and it's like, woah. Woah. Woah. What question? Exactly. What are you putting in the comment? It has to look like a real legitimate comment. Yeah. Yeah. Cool. Okay. Next, throwing it back to Joanna again, talking about the hook on ramp. Okay. So me again. One of the one of the biggest mistakes I see people make, especially when they're early in their creative strategy career, is that when they're doing an ad set, and let's say they're testing four hooks, they have the first one makes total sense. It connects to the on ramp. It flows perfectly. It connects to the rest of the video, and then they go to do three other hooks to test them. And they don't think about the fact that they're not connecting that thumb stop to the on ramp because the thumb stop is now different than the original one, and it might not connect. And so if you are gonna do a hook test, it doesn't necessarily stop at the hook. It really becomes an on ramp test. And so I've gotten here two examples. Sorry, doctor Squatch, but you are going to be on display today. Loved working with them a while back. Ridiculous. So let's play the first one, and I can walk through why it's good. Great. So what we're seeing here is you're promising a hack, and then you could either deliver and say, this is the hack. But in a good test, usually, you're gonna also wanna do this long problem on ramp, and that's probably done very, very well because I've seen with bird dogs and other clothing brands that this long relatable problem on ramp where people feel seen, they feel like you understand their problem, and so you're not just gonna sell them something that you don't understand. You really you really get it. You're calling out very specific issues, and they're all related to the opener. So it's it's some I'm sorry. Some of them aren't, but the first one that it says right after the opener talks about odor. And that's really important because a lot of times you'll see something where the opener is about odor, and then it goes right into, you know, this oh god. I can't even think of a good example for it. But it talks about odor and then goes into price. Okay. You didn't you didn't give me this hack, and you're not even staying on topic. You have completely switched topics, so now you've lost me. And I think that this is something, this is something that's just very, very good. Insane. You don't feel the difference in my hair. tell the hack, the longest but you do have to play out that scenario and really have it refer back to your hook. a company offers a real money back guarantee, the bad one. it's usually because they know it works. People the founder of Estin. to define let me ramp. Oh, I'm sorry. Okay. So on ramp is basically the intro into your video. So you have the kind of base sales sequence of here's the product, here's what it does, going through value props. But the on ramp is really what connects the hook to your sales sequence. So sometimes you don't even have one. Sometimes it goes right into a sales sequence, but oftentimes, you really have to prime what you're going to say and make sure that your snappy hook, which didn't have a lot of words and didn't go into a lot of detail, can be, you know, really, fleshed out more before you get to just your hard sell. Also, Ryan thinks we're not live. Ryan, we're live. You're welcome. Okay. Sorry, Joanna. How got I got I have to say before you believe we're live? no. Like, for real. Yeah. Are we not being real enough for you? Do we need to hold up a newspaper? I wouldn't even know where to get the newspaper. Proof of life. real. We would have at least edited out all of our fumbles if this was not live. No. For real. Yeah. Okay. Do you want me to play the next one? Let's play it. Okay. So this opener talks about pit stains. That's so embarrassing for you. Great. You've have you've you've used a problem that's super relatable that lots of people have. Great. I'm so excited. I am a pit stained person. How are you gonna fix this? Oh, wait. You just have you're just gonna list off the scents. This sequence that you're showing going through the different scents, that is a scent variety sequence. You have just popped a pit stain opener on a sequence that has nothing to do with pit stains, and you never even get back to it. So this is a classic example of don't I bet you what it is is that pit stains, that's so embarrassing for you, is a top performing thumb stop on a totally different video. And I bet the strategist said, great. Let's take our best thumb stop and put it on another really top performing sequence even though they are completely unrelated. So right there, right after it says you know, introduces doctor Squatch, the first thing it should have said was relating back to how it will stop you from having pit stains. Then you can go into the sense. That's great. But it it's just completely disconnected. And so I guess you could get retention if the person is watching, and it's like, eventually, they're gonna get to the answer. But then you're really assuming that that person cares, And I guarantee you that point o 1% of the world cares. So you have to make them care, and you didn't. So, overall, I would say that the reason why I also wanna really bring this up for you guys is that if you are an agency or if you are a a strategist who is starting out, if you're doing a hiring process and you're doing you're doing, what's it called when they an assessment, This is a very big tell to me, a hiring manager, a director, a brand that is has an agency that is delivering me, deliverables each week. That is a red flag for me. I immediately say, either you didn't pay enough attention and you didn't think this through, and you probably have too many clients, or you just don't know how to really deeply think about making an ad, Or this agency has promised me on my my Zoom call with them all their top strategists. But behind the scenes, it's a junior strategist doing this, and nobody is reviewing their content and making sure that it is top notch before it gets sent out. And then I, the brand, am kind of annoyed because, first of all, I've hired you to do this. I really hope that you would do it right. But, also, the person who is reviewing your ads at the brand has a bajillion jobs, just an absolute bajillion. And this is one tiny part of it. And if they go to review your ad and they have to give you this basic feedback, that is not a good way to keep your client. So this is really, like, a real world example of great master your hooks, but then don't stop there. That on ramp is so vital and tells so much about your experience and your knowledge as a creative strategist. Love it. Lots of people were, like, having, like, tea gifts in the comments. Tell them, Joanna. Yeah. They love your take. She's getting sassy. One got coffee. one person asked whether we could rewatch this one and break up, down what is the hook and what is the on ramp here. Sure. So I think we should do that. The hygiene hack that saves you from embarrassing armpit owner. Tired of antiperspirants that stop working by noon? Reapplying three times a day and still paranoid? Your skin's irritated? Your shirts are ruined and the beel is still there. Doctor Squash Natural. Gillen part is the hook. and which. part is the on ramp? Right. So right here is where we get into the main sales sequence. The first clip, the question of, sorry. I forget exactly what it said. It was the hygiene hack that saves you from embarrassing armpit odor. That's your hook. Done. That next that next sequence where you're talking about all the embarrassing things, that's your on ramp. That's you continuing to build off of that emotion, that embarrassment, that cringe, and with the specificity that you go, oh, yes. That has been me. Oh, I was that in that exact position rather than, like, smelling bad is bad. You're giving these really specific examples that really hit home for people who've experienced them. Mhmm. Perfect. And then getting some questions about, do you have a goal metric that is related to an on ramp similar to thumb stop rate for hooks? That is a really good question. I would definitely say that for thumbs up, it's, like, 30 or above. I think for retention, it it really it really depends. I would say anything less than 20 is it it gosh. It really depends. It Yeah. I would say 20% or more is where I would really love to be. Yeah. I would say that. And is that hold rate you're talking about? Yeah. Hold rate. Perfect. I'm curious. though, Jake Jake and, Sarah, if you guys have specific metrics. I think that that hold rate isn't necessarily held to the same esteem as a thumb stop to have, like, specific goal metrics. Yeah. I was gonna give the same answer, actually. So I I agree with you. Yeah. It almost it's almost like they should always be talked about together. Mhmm. But for some reason, everybody just talks about bump stop and, like, 40% plus bump stop. So. It. helps tell the full story. And a great. thumb stop isn't necessarily indicative of a great ad because. maybe you've done maybe it's been clickbait. Maybe you showed a hot lady in the shower. Maybe somebody wanted to watch soap get crushed because it was mesmerizing, and then they realized what they were watching, and they were like, no. Thank you. So oftentimes, you'll find that a lower hook rate actually can lead to a better ad because. you haven't necessarily gotten everybody in the whole world to watch your ad, but you don't want everybody. You want qualified audiences. So if you hit a nerve with people who have, you know, pit stains or armpit odor and those people connect, you can have a 19% thumb stop, but then you see that your retention is really nice. And so those people who connected stuck around. Pit click? through rate's high. That's embarrassing for high, you. whatever it is. doctor squatch instead. a really great thumb stop. does not indicate a, really great ad, summer it, doesn't mean that you should throw. it on anything you can smell like a man, because it's your, best thumb fresh. all day. Oftentimes, it's just entertaining people. It's not actually, you know, getting the right audience. And I. know Evan talked gave, about that. yeah, I gave feedback on somebody in the ask the coaches Slack channel this morning that had ads that had really high hook rate and engagement, but lower conversions. So feel free to check that out if that's a problem you struggle with. Mhmm. Yeah. The way that I like to lay them out in motion too in the table when I'm looking at my metrics, I always like to put them in this order. I like to put first frame retention, which is, like, literally how many people stopped on the ad. And for that one, I do have a goal metric. I'm aiming for 90% or above every single time. Like, if they didn't stop for one microsecond on the actual first frame of the ad, you're lost. And then we've got thumb stop rate, which is for the hook, and then hold rate, which is for the first fifteen seconds of the ad. So I like to put them in order to kinda, like, show the progression and then go into other metrics, like click through rate. I love that. Cool. And then one more question related to this one. Saw a few people asking about what is an ideal sales sequence. I think they were talking about, like because after the hook, a lot of people noticed that this was, like, where you agitated the problem. So do you think of it that way as, like, a certain sit like, sequence of items that is, a sales sequence in a video? Yeah. I will I'm gonna admit to you guys. I am not the most organized you know, here is my hook and then my agitation. And then I have, you know, this was I don't think in such structured, formats where I know that if I wanna build a problem solution, I have to agitate then, resolve. Agitate, resolve, or agitate, agitate, agitate, resolve, resolve, resolve. I think it really I think it really depends. I wish that I was a Sarah, and had beautiful, beautiful templates like that. I think that it really depends on how you came up learning, whether you learned it on the fly or whether you really, like, studied and and learned the absolute proper way. That's okay. Yeah. I think there's, like, this, like, typical introduce the problem, agitate the problem, introduce the product as the solution to that problem, then go into kinda, like, the features and the benefits and why you should care about the product, then reverse the risk by telling you there's a warranty or something like that, and then do a CTA is kind of, like, the most common. sequence. And I think that sequence, you could very confidently operate off of that sequence a couple of years ago when we weren't feeling so competitive with organic content and, like, people's attention in the feed. Nowadays, it's not that that sequence can't work. It can. It's just when you really overcomplicate it and think of it in that structured way, you lose all of the other nuance about the way that content works today that that could actually be way more effective because that structure is really like an ad structure. When you think of, like, content on organic that you scroll, it's not structured that way. So it's not that it can't work. It's just, like, one one way of working. I. think it's important to know the frameworks, but then to not get super hung up on them, because it it is each ad is its own ecosystem. And you you getting too formulaic, hack that saves you from embarrassing. armpit start. Mhmm. you know, Tired of antiperspirants that people know formulas? Reapplying a movie, three times a day and still. paranoid? You need to break the? cycle sometimes. Your shirts are ruined and. the beal is still there. Doctor Squatch a a mistake I see with a lot of junior CSs where they do think that every ad needs a problem, and that's actually not true. Like, some of the best pieces of content, it's just desired outcome. Like, Mhmm. that's the first thing. And maybe the entire ad is just undeniable proof undeniable visual proof of the desired outcome. Mhmm. And, like, that's it. You don't need a problem in, like, many different types of ads. Yep. So true. Okay. What do we have next? I think we have oh, we do have one more hook that we can evaluate. Would love the coaches to review this hook. I have not seen this one. I cheated on the other ones. I watched them ahead of time. Haven't seen this one. So let's see what we can say about this hook. Okay. What do we think of this hook? Lot of play it one more time? yeah. Man, I feel like those two examples of the women speaking would be better hooks Mhmm. because I you're just you're just saying the product name, and it's actually not very visually compelling because you're pointing in the corner. A bunch of us in the in the messages were confused about what that was. I think that there's no you're not saying anything about the product. You're just repeating the name kind of in a hype way. But with something like this that isn't so visually compelling, you really need to start with the emotional human connection or some some sort of headline that gets you engaged, not just naming the product. Mhmm. Yep. Somebody said Alex said, could work on a product aware audience. That was my first thought was that hook might work on someone who is looking for this kind of showerhead. But the hook where she said I use this after chemotherapy is would work would work on someone who is losing their hair because of chemotherapy. It's much broader. Sarah, did. you wanna say something? I also think if you want to test a hook like this, I think a static hook would be beneficial as well to add additional context outside of just the product name. Yeah. Because everybody was like, what's Athena? We don't know. Yeah. I will say one thing that it does do this is a strategy that I actually saw Jess from Fire team use very oftenly very often in his ads, although he doesn't do it in the hook, is where you repeat the name of the product to kind of burn it into somebody's memory for brand recognition. So that's a good strategy. I just, like, typically probably wouldn't use it in the hook because what in the hook, you don't know what it is. You would probably do that after you've introduced, like, the product and what it solves so that you understand filtered showerhead, and then you get Athena burned into your brain. Nice. Okay. That's it. Okay. So now we have some winners. This week's hook goblin. I'm so sorry. I don't know how to pronounce your name either. Nika, possibly. You have won a motion hook goblin shirt. Congratulations. I want one of these shirts. They haven't sent me one yet. Another swag winner. Congrats, Menno, for being our social poster of the week. You've won some swag as well. I know Menno posted somewhere that he got a job as a creative strategist because of a video that he saw from Motion. We love to hear that. We've also got a random selection. Daniella, you are also a swag winner. Congrats. You may or may not receive a fish in your box. Hope it doesn't smell. And then we've got some community MVPs, Jesse, for sharing this epic hook library. Maybe we I that's I'm sure that's somewhere in Slack, but shared an epic, like, Notion doc with a hook library. It was super sick. Pi p for creating a study hang on Google Meets. That's super great. I love what I said about community, like, meeting up with people. If you can't do it in person, you can do it virtually. Feel free to organize your own, like, study hangs and group hangs through Google Meets or Slack. And then summer for being the very first to submit your homework, You beat literally 75,000 people who signed up for the summit and 10,000 people who were in Slack. You were the first. Congrats. I bet you got the most comments, or I hope you did anyway. So all of you won some swag. Thank you so much for being here. Yeah. And we'll see you in Slack. I think that's all from us.