This One Paragraph Will Double Your ROAS

Many things in life have an 80/20 rule…

Let me give you an example:

In a lot of video games, especially when you play as a “solo-player”, there’s a concept called one-trick pony

You master one character, one skill or one strategy

And milk it straight to the top.

It’s an extremely efficient strategy and it’s often recommended to beginners if you want to climb the ranks fast.

Well, this also applies to advertising.

If there’s anything you should “one-trick pony” and become an absolute master at…

It’s writing HOOKS.

Typically 1-3 sentences.

That’s it.

If you can master this ONE PARAGRAPH and become an absolute MACHINE at producing killer hooks…

You can crush the advertising and cold traffic game.

Oftentimes just having a good hook will carry your whole ad, even if your body copy sucks.

That’s how powerful it is.

So how do you write good hooks?

It’s both a science and an art.

And truth be told, something I’m still working on daily to master.

But here are a few guidelines I use to come up with the best hooks:

1. What is the CRAZIEST, BIGGEST, BOLDEST and WILDEST claim I can make? Quick tip =>Study Eugene Schwartz for some madness.

2. How does it work (AKA what is the unique mechanism) and is it something MAD that the market has never heard of before?

3. Am I creating a sense of mystery and intrigue?

The more your hook arouses CURIOSITY, makes them THINK and PULLS SOMEONE to watch your advertisement, the better it will perform.


Because It’s not enough to just get a curiosity click. They must want to ENGAGE with 100% attention.

Hope that helps.

To Your Success,


Z