ColdFree to use
The Statistics hook
The Statistics hook opens with one specific number.
Numbers feel concrete and checkable, so they read as more credible than adjectives. An odd, specific number beats a round one.
Lines to adapt
- [Specific number]% of [audience] [surprising behaviour].
- [Number] [units]. That's what [problem] costs the average [audience] every [period].
- We tracked [thing] for [timeframe]. One number surprised us.
Fill the brackets with your own product, audience and numbers. Free to use and adapt, no credit needed.
The structure
- 01Say the number first, with what it measures.
- 02Explain why it matters to this viewer.
- 03Show the product as the response to the number.
When to use it
Cold awareness, when you own a real, sourced number about the problem or the result.
How to shoot it
Put the number on screen, large, in the first frame.
What to avoid
Invented or unsourced numbers. Use your own data or name the source, every time.