Relic 18 of 25 · The Lion
Hook Library
Sekhmet and the sphinx: strength, courage, guardian of kings.
Opening lines tested on real traffic, sorted by awareness level.
Match the hook to what they already know
A hook fails most often because it talks to the wrong stage of awareness. Someone who has never named their problem will scroll past your product name. Someone who is comparing you to a competitor does not need the problem explained again. Find the stage first, then pick the hook.
| Stage | What they know | Where you find them | Lead with |
|---|---|---|---|
| 1 · Unaware | Nothing. They feel a symptom at most. | Cold broad audiences, feeds | A story, a surprise, an identity |
| 2 · Problem aware | The pain, not the fix | Cold interest audiences, search for symptoms | The problem, described better than they can |
| 3 · Solution aware | The type of fix, not you | Search for solutions, competitor audiences | Your mechanism and why it is different |
| 4 · Product aware | You, but not convinced | Retargeting, email list, video viewers | Proof, objections answered, the offer |
| 5 · Most aware | They want it; waiting for a reason | Cart abandoners, past buyers | The deal, the deadline, the direct ask |
Each hook below is a pattern with a fill-in and an example. Swap the example details for yours.
Stage 1 · Unaware
The odd observation
Nobody talks about why [group] always [unexpected behaviour]…"Nobody talks about why the best-paid coaches post the least."
The identity callout
If you are a [identity] who [specific habit], this is for you…"If you are a consultant who still sends proposals as PDFs, watch this."
The story drop-in
[Time] ago I [low point]. Today [contrast]…"Two years ago I was refunding half my clients. Last month nobody asked."
The pattern break
Stop [common advice]. Here is what to do instead…"Stop posting every day. Do this once a week instead."
Stage 2 · Problem aware
The exact symptom
You [specific frustrating moment], and you do not know why…"You get clicks, people land on the page, and then nothing."
The hidden cause
[Problem] is not caused by [what they blame]. It is caused by [real cause]…"Your ads are not too expensive. Your offer is too easy to ignore."
The cost of waiting
Every [time unit] you leave [problem], it costs you [concrete loss]…"Every week your follow-up stays manual, leads you already paid for go cold."
The self-diagnosis
If [sign 1], [sign 2] or [sign 3], you have [named problem]…"If your calendar is full but your close rate is low, you have a qualifying problem, not a lead problem."
Stage 3 · Solution aware
The "you tried X" hook
You tried [common solution 1] and [common solution 2]. Here is why they did not stick…"You tried an agency and you tried doing it yourself. Here is the third option."
The named mechanism
The [Name] method gets [result] without [what they hate]…"The one-call close: booked calls that already know the price."
The comparison
[Old way] vs [new way]: same goal, [key difference]…"A 40-page funnel vs a 3-page funnel: same leads, a fraction of the build time."
The how-it-works tease
Here is the [number]-step process behind [result]…"Here is the 4-step process behind every offer that sells without discounts."
Stage 4 · Product aware
The objection first
"[Objection]." I hear this a lot. Here is the honest answer…"'I do not have time for another program.' Fair. That is why this one takes 20 minutes a day."
The proof lead
This is what [customer type] had after [timeframe] with [product]…"This is what one agency owner's pipeline looked like after the first month."
The inside look
Here is exactly what you get inside [product]…"Here is every template inside the vault, one by one."
Stage 5 · Most aware
The direct offer
[Product] is [price/deal] until [date]. Here is what is included…The deadline
[Number] hours left to [action] before [real consequence]…The "still thinking?"
Still on the fence about [product]? Here is the one thing that decides it…"Still on the fence? Ask yourself what the next 90 days look like if nothing changes."
Test hooks the clean way
- Pick one stage and one audience.
- Write five hooks from five different patterns on this page.
- Use the same body, offer and call to action behind all five, so the hook is the only variable.
- For video, judge on how many people watch past the first three seconds. For static ads and emails, judge on click-through or open rate.
- Keep the top two, write three new variations of each, and repeat.
Your hook log
| Hook | Pattern | Stage | Result |
|---|---|---|---|
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