You know people are not actually afraid of being bad, they are afraid of being perceived as bad. So when you say you are going to fail, you do trigger something, but it’s not that deep. But when you say, “I know you think you are going to fail,” it’s like something negative about them is also being perceived. The cat is out of the box, and that is a better hook. It’s like in one of the articles I say that you are supposed to give them the gift of being perceived. By mentioning things by mirroring them, and you can also alarm or overstimulate them by saying something that might be harmful to them, something that is dangerous to them, something that they are worried about.

But I just realized you can combine it, you can pursue something negative about them, and just rattle their core. Things like, “I know you are paranoid”, “I know you are afraid”, “I know you are unhappy”, “I know you are confused”. This is actually a very good way to overstimulate them, at least those who are receptive. In the moments when I am speaking, of course if someone’s ears are shut, I can’t do much about it. It is just a leaky funnel. But if someone’s ears are open, hey, I can easily get like 20-30% of them to say yes, “I wanna hear”.

The hook structure variation for Type 3 videos can be:

“I know/ see/ perceive/ notice” and then something negative about them, a negative action, a negative feeling, a negative state of being.

And, of course, I know you’re smart enough to know that the “I know/ see/ perceive/ notice” does not have to be very literal; it can be some sort of indirect phrase.

If not for personal brand building, I know this type of thing can help a lot to sell my product.