ColdFree to use
The Bold Claim hook
The Bold Claim hook opens on a statement strong enough that the viewer stays to check whether it is true.
A claim that sounds almost too strong opens a gap between belief and doubt, and people watch to close it. The ad then has to pay the claim off, or the format turns against you.
Lines to adapt
- You don't need [thing everyone buys] to get [result].
- This [product] replaced three things in my [routine].
- Stop paying for clicks that don't convert.
Fill the brackets with your own product, audience and numbers. Free to use and adapt, no credit needed.
The structure
- 01State the claim in one short sentence.
- 02Prove it immediately: a demonstration, a number or a source.
- 03Show how the viewer gets the same result.
When to use it
Cold awareness, when you have a real, defensible result or a sharp point of view.
How to shoot it
Whatever proves the claim fastest. If the proof is visual, show it in the first second.
What to avoid
Claims you cannot back. Platforms reject unsupported superlatives, and viewers screenshot them.