If your ad isn't working, 90% of the time it's the hook.

Thread by Shaun Eng@shauneng · Nov 5, 2026 · 8 posts · 373 words · 2 min read

If your ad isn't working, 90% of the time it's the hook. ⠀ Took me 6 years and millions in ad spend to figure out what makes a hook convert. ⠀ You're getting it for free. ⠀ Here's how to write hooks that actually scale your brand to $100k/day:
1/8View on X
1) The 3 things most great hooks have ⠀ "This coffee tastes like you should shut up until I finish it." ⠀ Sounds like a random joke. It's actually hitting all 3 things that make a hook stop the right person. ⠀ Here's what they are:
2/8View on X
2) Your hook isn't just the first line ⠀ Most ecom bros think the hook is just in the copy. ⠀ Sometimes it's actually the visual or even the audio that makes someone stop the scroll. ⠀ Here's how that works:
3/8View on X
3) Promise vs open loop ⠀ There's 2 main ways to write a great hook. You either make a promise, or you open a loop. ⠀ Most open loops have a promise buried inside them, but they're not the same thing. Mix them up and the whole hook falls apart. ⠀ Here's the difference:
4/8View on X
4) 3 rules your hook can't break ⠀ Most ecom bros break at least one of them without even realizing it. ⠀ And when they do, people scroll before the ad even gets going. ⠀ Here's what they are:
5/8View on X
5) The second job your hook has to do Most of y'all think the only purpose of a hook is to stop the scroll. ⠀ But there's actually a second job it has to do at the same time. ⠀ Here's what it is and how to use it:
6/8View on X
6) How to hook when your ad isn't that interesting ⠀ Not every ad has a crazy demo. Sometimes the body is just a list of ingredients. ⠀ That's when the hook has to do even more of the heavy lifting. ⠀ Here's how to write it:
7/8View on X
7) The skill that matters even more now with AI ⠀ Everyone's copy-pasting hooks out of Claude now. ⠀ But if you can't tell whether what it spits out will actually make someone buy, you're running the same slop as everyone else. ⠀ Here's how to stand out:
8/8View on X

Shaun Eng answered 4 questions

under this thread · top answer 2 likes

@Tonystakkz askedMost liked

Explained it beautifully🌹

W Tony

Shaun Eng@shauneng2 likesView on X

@ecomsaule asked

Well said! This is the kind of value people need to consume.

Tqtq

Shaun Eng@shauneng1 likesView on X

@Permissionles asked

Insane sause

Hope u get value

Shaun Eng@shaunengView on X

If your ad isn't working, 90% of the time it's the hook.

Thread by Shaun Eng@shauneng · Nov 5, 2026 · 8 posts · 373 words · 2 min read

If your ad isn't working, 90% of the time it's the hook. ⠀ Took me 6 years and millions in ad spend to figure out what makes a hook convert. ⠀ You're getting it for free. ⠀ Here's how to write hooks that actually scale your brand to $100k/day:
1/8View on X
1) The 3 things most great hooks have ⠀ "This coffee tastes like you should shut up until I finish it." ⠀ Sounds like a random joke. It's actually hitting all 3 things that make a hook stop the right person. ⠀ Here's what they are:
2/8View on X
2) Your hook isn't just the first line ⠀ Most ecom bros think the hook is just in the copy. ⠀ Sometimes it's actually the visual or even the audio that makes someone stop the scroll. ⠀ Here's how that works:
3/8View on X
3) Promise vs open loop ⠀ There's 2 main ways to write a great hook. You either make a promise, or you open a loop. ⠀ Most open loops have a promise buried inside them, but they're not the same thing. Mix them up and the whole hook falls apart. ⠀ Here's the difference:
4/8View on X
4) 3 rules your hook can't break ⠀ Most ecom bros break at least one of them without even realizing it. ⠀ And when they do, people scroll before the ad even gets going. ⠀ Here's what they are:
5/8View on X
5) The second job your hook has to do Most of y'all think the only purpose of a hook is to stop the scroll. ⠀ But there's actually a second job it has to do at the same time. ⠀ Here's what it is and how to use it:
6/8View on X
6) How to hook when your ad isn't that interesting ⠀ Not every ad has a crazy demo. Sometimes the body is just a list of ingredients. ⠀ That's when the hook has to do even more of the heavy lifting. ⠀ Here's how to write it:
7/8View on X
7) The skill that matters even more now with AI ⠀ Everyone's copy-pasting hooks out of Claude now. ⠀ But if you can't tell whether what it spits out will actually make someone buy, you're running the same slop as everyone else. ⠀ Here's how to stand out:
8/8View on X

Shaun Eng answered 4 questions

under this thread · top answer 2 likes

@Tonystakkz askedMost liked

Explained it beautifully🌹

W Tony

Shaun Eng@shauneng2 likesView on X

@ecomsaule asked

Well said! This is the kind of value people need to consume.

Tqtq

Shaun Eng@shauneng1 likesView on X

@Permissionles asked

Insane sause

Hope u get value

Shaun Eng@shaunengView on X