Post a video with a bold text overlay using the format “[Number] things every [target audience] should know to [desired outcome].”
For example, “7 phrases every speaker should know to earn massive applause from the audience.”
The hook grabs your target customers’ attention, and the content delivers real value, naturally positioning your lead magnet (e.g., a free webinar, on-demand training, PDF checklist, etc.) as the next step.
A specific hook like “3 things every busy mom should know to save 2 hours a day on meal prep” instantly connects with a stressed-out mom who wants to reclaim her time and make life easier.
The numbered list creates instant curiosity. The “should know” framing creates authority. And the specific audience targeting means only your ideal buyers pay attention. Everyone else scrolls past, which is exactly what you want.
This format is perfect for course creators and coaches because your entire business is built around knowing things your audience does not. You already have the expertise, and now you just need to hook your target customers.
How To Create Engaging ‘Everyone Should Know’ Videos
Follow these five steps to create videos that grab your target leads’ attention and show them you have the answers they need:
Step 1: Identify your target audience and their biggest desired outcome
Start with a specific group of people in your niche and the result they want. The more specific, the better.
- “3 things every busy parent should know to get kids to sleep by 8pm” rather than “parenting tips”.
- “3 fitness secrets every guy who travels for work should know to stay in shape” rather than “fitness advice”.
Ideally, you want to use the pain points you address in your strategic lead magnet, based on your reverse-engineered offer.
Step 2: Write the text overlay hook
Your text overlay is the first thing viewers see. Keep it bold, specific, and outcome-driven.
Use this formula: [Number] things every [specific audience] should know to [desired outcome].
Here are a few examples:
- “5 fitness hacks every man should know to decrease bone loss and build muscle after 40”
- “7 money habits everyone under 30 should know to buy a vacation home within 5-10 years”
- “3 pricing strategies every freelancer should know to double their income in 90 days”
These hooks target real people with real problems or desires. Your video converts them into your lead magnet, and your lead magnet converts them into your premium offer.
Step 3: List 3-5 genuine insights your audience does not know
The content inside the video must deliver real value. Do not list things everyone already knows. Share the insights that made a difference for you.
If you teach fitness, share the training mistakes beginners make. If you teach finance, share the bank accounts wealthy people use. If you teach cooking, share the prep steps most home cooks skip.
The goal is to prove you have knowledge they lack, while being genuinely helpful. That builds authority fast.
Step 4: Film it as a talking-head or screenshare
This format does not need high production. A talking-head video with clear audio works perfectly. A screenshare showing the actual strategy works too.
Keep it between 60 and 90 seconds for TikTok and Reels. The text overlay does the heavy lifting. Your job is to deliver the insights clearly and concisely.
Step 5: End with a soft CTA pointing to your freebie
Close the video by telling viewers where to go next.
- “Watch my free 30-minute training video for the full breakdown.”
- “Comment FREE, and I will send you the complete guide.”
- “Grab the free checklist on my website. Go to the link in my bio.”
Do not pitch your offer. The video pre-sold them on your expertise. The CTA simply points them to the next step, which brings them into your funnel where the sale happens.
Just make sure to put them through a strategic lead magnet designed to convert them into buyers.
Our Key Takeaways
The ‘Everyone Should Know’ hook is an effective way to filter views for your target customers and prove you have the answers they need.
- The numbered list, combined with strategic keywords for your target audience, instantly stops the right people, resulting in higher engagement from those who actually want what you offer.
- The more specific the hook, the better. Ensure that you mention paint points or desires that instantly grab your target customers’ attention.
- The format builds authority naturally because you’re sharing real knowledge, positioning your lead magnet as the next step for viewers who want to go deeper.
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