Phillip M | Digital Marketing Specialist

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A good hook does 3 things:

1. Creates tension
2. Makes a promise
3. Opens a curiosity loop

These 5 have done that over and over again — and you can remix them for any industry.

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5. “Steal this [framework, template, tool].”

Examples:
• “Steal this ad formula: Pain → Belief → Solve.”
• “Steal this email subject line: ‘Quick favor? [Ask]’”

If it’s simple + useful, people will share it.

4. “I did [X]. Here’s what happened.”

Examples:
• “I rewrote a landing page headline 30 times. Here’s what I learned.”
• “I deleted our newsletter. Here’s what happened next.”

Real experiences + real results = high engagement.

3. “What no one tells you about [X]…”

Examples:
• “What no one tells you about selling on Shopify.”
• “What no one tells you about building a brand people remember.”

People love behind-the-scenes insight — and it builds instant trust.

2. “You don’t need [X]. You need [Y].”

Examples:
• “You don’t need more leads. You need better conversion.”
• “You don’t need more time. You need better systems.”

It flips assumptions and grabs attention fast.

1. “Most [X] are doing [Y] wrong. Here’s how to fix it.”

Examples:
• “Most founders write their own copy. That’s a mistake.”
• “Most skincare routines are too complicated. Here’s what actually works.”

This works because it promises clarity + correction.

I’ve tested over 1,000 hooks across emails, ads, and social posts.

These 5 consistently outperformed everything else — regardless of platform or audience.

Here’s why they work (and how to make them your own):

Home - On Brand Digital Marketing Agency Get the help you need to manage and grow your The tools you need to grow, the help you need to build.

The truth: Your product might be great.
But if your messaging doesn’t connect, it won’t convert.

Clear > Clever.
Relevant > Impressive.
Simple > Buzzwordy.

Need help saying it better?
digitalonbrand.com

#marketingtips #messaging #brandvoice

Tip 3: Cut the filler.
Phrases like “We’re passionate about excellence” don’t build trust — they waste attention.

Be real.
Be clear.
Be useful.

Customers don’t need perfect words. They need to know what you do and why it helps them.

Tip 2: Show them what success looks like.
People don’t want “tools” — they want results.

Bad: “Our CRM has advanced automation.”
Better: “Close deals faster and never forget a follow-up again.”

Paint the outcome, not just the process.

Tip 1: Speak to the problem first.
Most businesses jump straight to features.
But people are listening for their own pain.

Instead of:
“We built a faster tool with XYZ tech.”
Try:
“Sick of wasting hours on clunky software? We made this for you.”

You’re not losing customers because your product is bad.
You’re losing them because your messaging is.

People don’t buy what they don’t understand. And most brands confuse more than they clarify.

Here’s how to fix that.

Home - On Brand Digital Marketing Agency Get the help you need to manage and grow your The tools you need to grow, the help you need to build.

Bottom line: If it’s bland, it’s ignored.
If it’s specific, it’s remembered.

Your brand isn’t “trustworthy” or “affordable.”

It’s you!

Say something only you would say.

More practical tips here:
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Step 3: Sound like a human.

People don’t talk in buzzwords. Your ad shouldn’t either.

Bad: “Unlock your full potential with our innovative solution.”
Better: “Tired of spreadsheets? We’ll organize your chaos — in under 10 clicks.”

Step 2: Say what only you can say.
Bad: “Great service, every time.”
Better: “24/7 in-app chat with licensed mortgage advisors who speak your native language.”

Let people know what makes you different — not what makes you sound safe.

When your ad sounds like everyone else, people tune out. It becomes background noise.

Want better results? Here’s how to fix it:

Step 1: Be specific.
Bad: “Affordable skincare that works.”
Better: “Dermatologist-tested Vitamin C serum that fades dark spots in 2 weeks — under $25.”

Hot take: If your ad could be for any brand, it’s bad.
Here’s what that means:

Too many ads use generic phrases like:
• “Quality you can trust”
• “Something for everyone”
• “We’re here for you”

These could describe any company. That’s a problem.

World Toilet Day? I mean... Message received I guess 😂

Happy Women's Day!

YouTube video by Real Science The Insane Biology of: The Orca

youtu.be/GimCcrwYxdE?...

This one was really cool. Learning about Orcas and how the teach each other, have clear cultures and languages, and how they have maternal lines were all super interesting. Really brought perspective to what we call the "human experience"

Plus a random bonus of collecting random knowledge across the board, is that you never know when something totally unrelated will inspire you or give you that unique idea to solve a problem you've been struggling with.

I personally love watching educational YouTube content. No matter if it's critiques of popular art, teaching science and math, or some other kind of video essay. They have the advantage of being genuinely interesting, educational, and totally different from my day to day.

Definitely an interesting take, but you have to also consider that as companies are & make improvements over time, systems naturally get more complex as they deal with unique issues and edge cases. That's why it's important not to model after companies today but as they were when they were your size

Honestly, couldn't have said this better myself

More than likely, it's a lie meant to make their own products appear to perform better than they actually do so you stay reliant on them and spend more money trying to make them work for you... **Cough cough** Google **cough cough**

As soon as Google made that update it became more important than ever to look for 3rd party tracking and analytics tools. And there are many great ones that exist without needing to use cookies - but if you ever see tools try to advertise a single attribution model, know it's BS!

This is... In my opinion... Why GA4 is SO MUCH WORSE than UA used to be. With the update to GA4, Google REMOVED all attribution models except for their own "Data Driven" model. WTF does that even mean???? A mysterious algorithm that gives no visibility is going to magically tell me what works? HOW?

The issue with that logic is that email marketing will almost always be 40% - 60% of your sales for a healthy marketing strategy... BUT HOW DID YOU GET THOSE EMAIL ADDRESSES??? You need to use multiple models to properly determine what DOES and what DOES NOT work.

The goal of attribution modeling should be to use MANY DIFFERENT models to get a better understanding of which actions are working across your WHOLE strategy. I've seen too many marketers just use a last click model, only caring about what made them immediate money.

For starters, attribution isn't just 1 thing or 1 number like people like to talk about it - there are MANY different attribution models, each meant to show you a different part of the sales funnel. First click for example weighs more balance to your top of funnel vs last click to bottom of funnel

My view has always been that attribution is A tool not THE tool. Too often I hear about attribution modeling being used as a single source of truth to determine what does and doesn't work with a marketing and advertising campaign... That's ALWAYS been a lie and guided many brands to poor decisions