Ever feel like your best product photos and discount offers still get ignored? You spend hours tweaking creative… only to watch people scroll right past.
No clicks. No adds-to-cart. No chance.
Why?
Is it the image?
The offer?
The first 3 words?
What actually makes someone stop scrolling… and pay attention to your ad?
Most ecommerce brands never find out. Because they focus on content after the hook. But on social, the hook is the content.
If you can’t earn attention in 1.5 seconds, you don’t get a second chance.
1. The “This Might Be Controversial But…” Hook
This formula grabs attention with tension. The word “controversial” primes the brain for conflict. And conflict creates curiosity.
Use this when your product challenges an old belief or your niche has outdated advice. Don’t force controversy – but if you’ve got an unpopular truth, lead with it.
People don’t stop scrolling for harmony. They stop for friction. If everyone agrees with your hook, it probably isn’t strong enough.
2. The “You’re Doing It Wrong” Hook
This one pokes the reader’s ego – just enough to make them curious. It implies a mistake, a blind spot, something they didn’t know they didn’t know. That tension demands resolution.
Use this to introduce a smarter way, a common myth, or a mistake most brands make. It’s not about shame. It’s about upgrade.
Correct. Reframe. Then teach.
I ask: what’s one thing my ideal customer is doing wrong – and how can I show them gently, but boldly?
3. The “Only X% of People Know This” Hook
This hook works because it triggers status FOMO. People want to believe they’re in the elite few. So if you say “only 3% know this” – they’ll click just to see if they’re part of it.
Use it when you’ve got a surprising stat, a secret insight, or a niche benefit most miss. The more specific the number, the more believable it feels. Don’t forget to actually deliver value after the tease.
Exclusivity works best when it’s followed by clarity.
4. The “X vs. Y” Hook
This one builds instant engagement by creating a side to choose.
Our brains are wired to compare. And when you make people choose – they lean in. Even if they don’t care, they’ll pick a side anyway.
Use this to frame your product against the status quo, a common alternative, or a mindset shift. It can be playful, bold, or direct – just make sure it’s a real choice.
Neutrality doesn’t win clicks.
“Which one are you?” is a better hook than “Look at us.”
5. The “Nobody Talks About This” Hook
This one signals you’re about to reveal something raw, honest, or hidden. It positions you as the truth-teller in a noisy space. And that creates trust – if you back it up.
Use this when you’ve got a behind-the-scenes lesson, something counterintuitive, or a mistake you’ve seen 100 times. Avoid overpromising – this formula only works when you actually say something worth saying.
Transparency is the hook. Truth is the retention.
If you’re going to say it… really say it.
Conclusion
Most eCommerce ads don’t fail because the offer is bad. They fail because the hook is invisible.
Too soft. Too safe. Too slow.
In the 1.5-second attention economy, the scroll is the sale. Use these 5 formulas to break patterns, grab eyeballs, and earn attention:
- Create friction
- Build curiosity
- Challenge assumptions
- Reveal what others won’t
- And always say something worth clicking on
The sale starts with the scroll. Miss that moment, and nothing else matters.
If this resonated, here’s what to do next:
→ If you’re tired of content that fills space instead of driving sales, let’s talk. Schedule a quick demo.
→ If you’re ready to turn product pages, email flows, landing copy, and more into silent salespeople for your brand, subscribe to either our Unlimited Standard Plan or Unlimited Professional Plan to get started.
Your story deserves better than generic copy.
We make it unforgettable.