$100M Hooks Playbook
The $100M Playbook on Hooks, authored by Alex Hormozi, is a practical guide that explains why the opening seconds of any marketing material—called a “hook”—are the single most critical factor for capturing attention and driving sales. It defines hooks as the first visual or verbal element that makes a prospect say “this is for me,” and breaks them into verbal (words) and non‑verbal (visuals, sounds) categories. Hormozi outlines a 70‑20‑10 resource allocation framework for creating, testing, and scaling hooks: 70 % of effort on proven core hooks, 20 % on emerging “winner‑adjacent” ideas, and 10 % on experimental concepts. The playbook provides a step‑by‑step workflow for ideation, spreadsheet tracking, split‑testing, and iterative refinement, plus a detailed checklist for first‑time and repeat hook creation. It includes extensive curated lists of high‑performing hooks from ads, YouTube videos, Instagram posts, emails, and Twitter, categorized by format (questions, commands, statements, lists, narratives, exclamations, etc.). The document also stresses the business impact of good versus bad hooks, offering quantitative claims (5‑10x attention, 2‑10x revenue) and a call to action for readers to adopt the system. Legal disclaimer and copyright information frame the material as proprietary advice.
Topics
Hook Definition and Core Principle
Explains that a hook is the first visual or verbal element that captures attention and convinces the prospect the content is for them.
Why Hooks Matter – Business Impact
Quantifies the revenue and scaling potential of effective hooks (5‑10x attention, 2‑10x revenue) and the cost of poor hooks.
Verbal vs. Non‑Verbal Hook Types
Breaks hooks into verbal (words) and non‑verbal (visuals, sounds) categories, with examples of each.
Hook Formats and Copy Templates
Lists specific copy structures—questions, commands, statements, lists, narratives, exclamations, labels, conditionals—and provides template examples.
70‑20‑10 Innovation Rule for Hook Allocation
Describes the resource allocation model: 70 % core proven hooks, 20 % emerging ideas, 10 % experimental concepts, with workflow details.
Hook Ideation Workflow and Spreadsheet System
Guides readers to create a master spreadsheet per platform, track hook performance (views, clicks, revenue) and reuse top hooks.
Testing and Split‑Testing Process
Outlines how to record multiple hook variations per ad/content, run A/B tests, and document winners for future reuse.
Hook Checklist – First Time and Ongoing
Provides a step‑by‑step checklist for initial hook creation and iterative refinement, emphasizing top‑10% performance review.