Here's the thing about hooks:

Everyone talks about them. Few people actually understand them.

After producing over 10,000 ads and analyzing every single hook we've ever written, I finally cracked the code.

Last week, I went back through our entire database. Every hook. Every result. Every stage of the funnel.

I narrowed it down to my top 50 based on what actually works—not what sounds clever in a brainstorm room.

Some hooks crush when your audience has never heard of you.

Others only work when people already know your product exists.

Most marketers throw the same generic hooks at every stage of the funnel and wonder why their ads feel flat.

In this new video, I break down my favorites from that list of 50.

You'll see exactly why "I swapped this for this" stops the scroll for cold traffic.

Why curiosity-based hooks like "This is what goes into most protein bars" work so damn well for education.

And how visual hooks can push bottom-funnel prospects over the edge (even when they seem completely ridiculous).

If your current hooks aren't working, this will show you why.

And more importantly—what to do instead.

Fraser