There are generally 6 types of hooks:
In the next X seconds, I am going to show you how [I achieved benefit] Calling out to the audience: - who they are (if you’re a startup growth marketer) - their current circumstances (if iOS14 has decimated your Facebook ads tracking…) - their problems (if your ads are going on wild swings) - their desires (if you want to increase profit from ads) Disqualifying the audience and calling out the audience - if your campaigns have 5x ROAS, and you’re scaling like crazy and XYZ, you can go ahead and stop watching this video… however if you… Act Out The Problem OR Mistake Your Client/Customers Make If you’re doing [something] like this… you’re [making a giant mistake/wasting your ad dollars] A recent event or what’s happening in the industry that your audience can identify with XYZ happened… This means…
Hooks can also be categorized as:
Problem-focused ad hooks
These hooks highlight common pain points faced by SaaS users, such as inefficiencies, high costs, or poor performance, and position your software as the solution.
Raise your hands if you hate this Template: "Raise your hands if you hate [specific SaaS-related problem]." Example: "Raise your hands if you hate wasting time on manual data entry." I guess the secrets are out… Template: "I guess the secrets are out… about the [specific drawback] of [common SaaS tool or approach]." Example: "I guess the secrets are out… about the limitations of 'free' project management tools." Template: "I’m exposing all the [myths/misconceptions] about [SaaS category] and what really [desired outcome]." Example: "I’m exposing all the myths about CRM software and what really drives customer loyalty." Unethical Ways To Get [benefit] Template: "Unethical Ways To Get [desired SaaS benefit] (and why [your ethical solution] is better)." Example: "Unethical Ways To Boost User Engagement (and why ethical UX design is better)." Most people can do this but what they can't do is… Template: "Most [SaaS users/role] can [basic task], but what they can’t do is [advanced outcome] without [your solution]." Example: "Most developers can write code, but what they can’t do is scale it efficiently without the right tools." Don’t do ___, do ___ instead Template: "Don’t [inefficient action], do [your solution] instead." Example: "Don’t build your own analytics platform, use ours instead." My [problem object] was [problem], I had to do THIS to fix them Template: "My [SaaS-related entity] was [specific problem], I had to [your solution] to fix it." Example: "My team’s productivity was tanking, I had to implement this collaboration software to fix it." I wasted $$ on expensive ___ until I found this! Template: "I wasted money on expensive [SaaS category] until I found this [your product benefit]." Example: "I wasted money on expensive CRM systems until I found this affordable alternative." Try this if you struggle with ___ Template: "Try this if you struggle with [specific SaaS problem]." Example: "Try this if you struggle with high churn rates." Template: "The ugly truth about most [SaaS tool/category] is [hidden flaw]." Example: "The ugly truth about most project management tools is they complicate rather than simplify." #1 mistake everyone makes when ___ Template: "The #1 mistake everyone makes when [SaaS-related action] is [common error]." Example: "The #1 mistake everyone makes when choosing a SaaS product is not checking for integration capabilities."
Benefit-Focused Ad Hook
These hooks emphasize the positive outcomes your SaaS product delivers, such as increased efficiency, cost savings, or improved results.
You won’t believe these results… Template: "You won’t believe how this [SaaS product] [specific benefit]!" Example: "You won’t believe how this CRM boosted our customer retention by 50%!" This video is 60 seconds long and it could possibly change your [business/personal life] forever Template: "This video is 60 seconds long and it could possibly change your [SaaS-related goal] forever." Example: "This video is 60 seconds long and it could possibly change your team’s productivity forever." Time to let you in on a little secret…no more gatekeeping Template: "Time to let you in on a little secret about [SaaS benefit]…no more gatekeeping." Example: "Time to let you in on a little secret about automating your workflows…no more gatekeeping." The #1 trick for the perfect ___ Template: "The #1 trick for the perfect [SaaS-related outcome]." Example: "The #1 trick for the perfect user onboarding experience." Stop scrolling if you want to ___ Template: "Stop scrolling if you want to [specific SaaS benefit]." Example: "Stop scrolling if you want to reduce your software development time by half." [Niche] hack I wish I knew sooner… Part 1 Template: "[SaaS niche] hack I wish I knew sooner… Part 1." Example: "DevOps hack I wish I knew sooner… Part 1." Here's a simple hack to help you ___ Template: "Here’s a simple hack to help you [SaaS improvement]." Example: "Here’s a simple hack to help you improve your app’s loading speed." Here’s how I achieved ___ in only ___ months Template: "Here’s how I achieved [SaaS benefit] in only [timeframe]." Example: "Here’s how I achieved a 99% uptime in only three months." Try this one easy hack to get ___ Template: "Try this one easy hack to get [desired SaaS outcome]." Example: "Try this one easy hack to get more sign-ups for your free trial." 5 things you can do right now to improve ___ Template: "Five things you can do right now to improve your [SaaS-related metric]." Example: "Five things you can do right now to improve your software’s security."
Product-Focused Ad Hook
These hooks spotlight your SaaS product, emphasizing its features, superiority, or uniqueness.
I was SHOCKED when I tried [product] Template: "I was SHOCKED when I tried this [SaaS product] – it’s [key benefit]!" Example: "I was SHOCKED when I tried this new project management software – it’s a game-changer!" Throw away your/cancel your [product] because [main benefit] Template: "Cancel your [outdated tool] because this [your product] [main benefit]." Example: "Cancel your outdated accounting software because this new one automates everything." There is no way I’m going back to my old ___ Template: "There is no way I’m going back to my old [SaaS category]." 
