Read Time: 1 min 40 secs
Hey - moussari here,
As I’m writing this,
I’m also packing to meet an ‘online friend’ for the time.
Sounds kinda zesty but, we met on Modern Warfare 3 in 2011 haha.
That aside, I felt compelled to write you this before my flight.
I’ve been intimately studying viral videos for months now,
And I’ve noticed -
Most of them have the SAME line right after the hook.
Yes, your eyes are functioning correctly,
you just read that right.
I call it the Value Anchor
The hook is there to stop the scroll - great.
But just because someone stopped doesn't mean they'll stay for the next 10, 20, 30 seconds.
But that’s where the value anchor comes in.
It grabs the viewer emotionally and makes scrolling away feel like they're about to miss something super important.
Here are the 4 types I've seen work best:
Social Proof (Psst.. you don’t actually need social proof to use this)
Example (629K Views):
Hook: “If your Instagram looks like this, you are BEGGING people to unfollow you”
Value Anchor: “If you wanna go from 0 to 30K in 90 days like I did“
This works because it proves you've done what you're about to teach. Without it, they don’t know if you’re full of shit or not.
If you DON’T have social proof, you can borrow it by using:
Stakes: Show them what they'll lose by scrolling, or gain by staying.
Example (1.5M views):
HOOK: “This are the exact same video, but the second time I posted it, it got 11X more views, and the reason has nothing to do with the video itself”
Value Anchor: “Trust me, this gonna save you months of frustration”
Now it's personal. They're thinking "Wait, I don't want to waste months, what am I missing? What if this is actually my breakthrough??”
Objection Break - Predict the viewers assumptions before they dismiss you.
This one is simply lovely, It’s used here (530K):
Hook: “4 grocery items I’d never touch again”
Value Anchor: “And I’m not talking about your seed oils and your processed meats, you already know about those things.”
You just killed their "yeah, yeah, I've heard this before" before they could even think it. Now they're curious what the actual items are.
Challenge - Make them question if they've been doing it wrong this whole time.
Example (1.5M)
Hook: "Here are the 5 worst purchases you can make“
Value Anchor “I guarantee you’ve made at least one of these“
This creates doubt that needs to be resolved. They HAVE to keep watching to see if they're one of the people who messed up.
I've put together way more examples of each type right here so you can see exactly how they work in different niches.
P.S. I also made some plug-and-play full video templates where you literally just fill in the blanks. Grab them here.
See you soon :)
- moussari
