In this concise tutorial, the speaker explains why many businesses fail to attract customers: they use the wrong hooks for the wrong audience. He outlines a five‑stage awareness framework—unaware, problem‑aware, solution‑aware, product‑aware, and most‑aware—and provides concrete hook examples for each stage. The goal is to craft curiosity‑driven, problem‑specific, solution‑focused, product‑specific, and urgency‑driven messages that work for both paid ads and organic content, thereby increasing sales while reducing ad spend.
Chapters
You're not getting more customers to your business because you're putting the wrong hooks out there for the wrong people. And this goes for both paid ads and organic, and I'm going to show you how to fix it in 30 seconds or less. The first layer is your cold audience, and this is all about taking people from unaware to problem aware. An example of unaware could be why top earners are only working 60 hours a week to still earn 6 figures. An example of an unaware hook could be why top earners are waking up at 5 AM. It's curiosity-based, But it's not super specific to someone's exact situation. However, the more problem-aware could be tired of 60-hour weeks. This is what you can do to fix that. Now, this is going to hit people that are actually having that problem and that are in that headspace of wanting to solve it as well. Now, the next thing to look at is from solution-aware to actually product-aware. So for solution-aware, you're going to present some kind of solution. So for example, you could say something like forget cold calling, do this instead. And then product-aware, you could actually hit them with something more specific. Your product. Like, here's how to hit $60K in 30 days or less with this system. And then finally is most aware. This is something where you want to give people a reason why to take action right now. So whether it's a certain deal, a certain event, certain promotion, this is where you can be the most aggressive because at this point they've gone through all those stages or they're just at that stage of being most aware and you can hit them there with something super, super urgent.
