Hooks have 1) callout and 2) relevant comms for the person called out.

Ofc the callout can be indirect via proximity instead of direct.

• Directly saying name (in direct comms)
• Direct / indirect description (in mass comms)
• something they see or interact with alot (name dropping claude a chronic vibecoder)

They continue watching if cost of watching is < value from video ( they will calculate this at end of hook or mid hook if its bad lol)

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Example :

If you use shopify then yesterday’s incident has put your business at risk.

(Just callout and suspense here. Calling out the business mfs who run shit on shopify)

Security Keys were leaked and that means you are fucked.

(just suspense because how are they fucked huh? Someone can decide here that its not worth watching or some will say yo this seems important.)

Here’s how to fix it.

(hint at value. They can make the value calculations and decide if they wanna continue watching.)

So now run a monte-carlo simulation of personas.

is anticipated value > cost?

Now for the personas, if value > cost? wohooo they watch

for the ones where the cost > value, they skip. Hopefully the non ICPs are skipping and ICP is staying.