There is a great hook structure you can always rely on if you’re running low on new ideas for how to stop the scroll. 

As you can see below, it packs a lot of “punch” with very few words.

In just one simple sentence, we get...

• a core desire/outcome, 

• a major problem/roadblock our target is facing, 

• AND we get to create somewhat of an “open loop” in the mind as well.

Here is the hook structure:

How can ____ if ____?

How can you feel confident if your breath is always bad?

How can you look great for your age if you have smoker’s lines?

How can you find true love if you’re always getting ghosted?

How can you look your best if your face is covered in deep wrinkles?

How can you find true love if you’re completely invisible to women?

How can you play with your grandchildren if you’re always in pain?

How can you buy your dream home if you’re living paycheck to paycheck?

How can you have a great social life if you never make deep connections?

How can you look sexy naked if you're 30lbs overweight?

How can you be the best she’s ever had if you finish too fast?

How can you travel the world whenever you want if you have a boss?

How can you look your best if everyone sees you’re balding?

How can you burn fat if your metabolism is blocked?

How can you sleep peacefully if your home has zero security?

Aaand I think you get the picture. 

This hook works in practically ANY niche.

And the reason it works well is because:

1) It creates an “open loop” in the mind. When the brain hears a question, it wants an answer. So they’re more likely to stick around for the next line. If you say a statement like “The best way to reduce wrinkles is with red light therapy,” then it’s easy for the brain to say “not true” and continue scrolling.

2) There is “mass desire.” And it’s a type of desire (or “want”) that’s hard to argue with. Every woman wants to “feel her best” or “look great for her age.” Practically every person wants to find “true love.” Every guy wants to “be her best”. And so on.

3) It puts someone in a problem state. This should be on top of the list tbf. Because even if you're targeting solution-aware buyers, you still need to put them in a problem state at the start of the ad. As we can see, these hooks clearly do that.

4) The hook structure is flexible. You don’t have to mention a “mass desire”. You can just pair the outcome with the problem. Burn fat and blocked metabolism. Reduce wrinkles and loss of collagen. Fresh breath and bad oral microbiome. And so on.

5) It just works ha. Try it out for yourself :-)

Namaste.