The Hook Formula You Need to Skyrocket Retention

I’ve been helping YouTubers write strong hooks for a while now, and one framework I’ve developed has been a game-changer.

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Using this method, my clients have seen a big boost in their first 30 seconds retention and average view duration meaning that more people are sticking around to watch.

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So if you want to write hooks that keep viewers hooked, this one’s for you.

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I call this framework the PVSS method: Proof, Value, Structure, and Stakes.

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This hook is perfect for educational content.

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It clarifies the video’s value to your audience and as a little bonus even helps you stay focused in the scriptwriting phase which I know can be a confusing process for many.

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Let’s break down each section:

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Proof

Proof is about showing why your audience should listen to you.

It could be your credentials, your personal results, or specific expertise relevant to the topic.

This doesn’t have to be a huge background story, just think about what will matter most for your viewers to hear at the start of the video to get them to buy into you.

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Example:

Let’s take a cooking channel.

For an education video that’s pretty general like ‘The Ultimate Guide To Picking The Perfect Knife’ you might say:

“I’ve spent 30 years as a head chef, cooking for royalty and celebrities worldwide.”

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But for a focused video, like “How to Make the Perfect New York Pizza at Home” you’d go narrower with your expertise:

“I worked for 15 years at John’s of Bleecker Street, the highest-rated pizzeria in New York, learning under the grandson of America’s first pizzaiolo.”

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By giving specific proof, you’re telling your viewers, here’s why you should listen to me.

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Value

Next, emphasize the value. Briefly explain what the viewer will gain from this video.

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Tell them exactly what they’ll walk away with and you’ll get bonus points here if you can use words that you’ve mentioned in your title and thumbnail as you’ll be confirming their expectations that they had before they clicked.

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In other words, as an educational channel, your job is to make it clear why watching this video solves their problem.

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Example:

“In this video, you’ll learn how to make dough that’s light and chewy, how to find the right sauce, and what kind of oven gets that perfect char.

By the end, you’ll have everything you need to make a New York pizza at home without the fancy equipment.”

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You really want to give them a reason to keep watching as it’s important to let them know that this is the only video they’ll need to watch on the topic.

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Structure

We then have the first of two S’s, which is structure.

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Outline what’s ahead so your viewers know they’re in for a structured, valuable video (not a random info dump).

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Mention sections, steps, lists, frameworks, or systems you’ll cover to set the stage for what’s coming.

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Example:

“We’re going to break it down into three parts: first, making the dough; next, perfecting the sauce; and finally, baking your pizza just right.”

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This part is pretty important as structure gives your viewers a clear roadmap which helps to keep them engaged as they watch through each step and anticipate the next.

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Stakes

Finally, add stakes.

This shows the viewer what they risk by not watching or not following through with your tips.

Sometimes I skip this step if the hook is looking a little lengthy or if adding stakes waters down the hook.

Example:

“If you don’t follow these steps, you might end up with a soggy, floppy pizza – the kind no New Yorker would call a pie!”

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So, once we’ve gone through the PVSS method and combined all four parts we end up with a hook like this:

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“I worked for 15 years at John’s of Bleecker Street, the highest-rated pizzeria in New York, learning under the grandson of America’s first pizzaiolo.

In this video, you’ll learn how to make dough that’s light and chewy, how to find the right sauce, and what kind of oven gets that perfect char.

By the end, you’ll have everything you need to make a New York pizza at home without the fancy equipment.

We’re going to break it down into three parts: first, making the dough; next, perfecting the sauce; and finally, baking your pizza just right.

If you don’t follow these steps, you might end up with a soggy, floppy pizza – the kind no New Yorker would call a pie!”

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After that, you can move straight into the first step that you would have defined in the ‘Structure’ segment and begin teaching your viewers.

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Condensing the Hook

Sometimes I go through this method with a client and we end up with all the right ingredients for a hook, but it still feels a little long.

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This is where you can start to refine and remove details from the hook to make it a little snappier:

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“After 15 years at New York’s highest-rated pizzeria, I’m here to show you how to make the perfect NYC pizza.

In this video, you’ll get a foolproof dough recipe, the best sauce options, and step-by-step baking instructions so you can finally get that crispy base at home.

And if you don’t follow these steps, you’ll be stuck with that sloppy crust you’ve been trying to avoid, so listen up!”

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A lot of times, you can show with b-roll the details that you’re removing.

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In this case, I could show footage of John’s of Bleecker Street’s Pizzeria and flash loads of 5-star reviews on screen instead of saying it.

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Show, don’t tell!

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Try The PVSS Method for your next video, and see how it impacts your retention.

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This approach not only helps clarify your hook but also builds trust with your audience from the very first line.

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Please feel free to reply to this email with your results as I’d love to see them!

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Have a great weekend! 👋

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Jamie

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My Favourite Things This Week

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Video I Released

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The Clever Thumbnail Strategy Smart YouTubers Use To Get Views - This week I uploaded a new video breaking down how the top YouTubers think about thumbnails and the strategy they use to get more views.

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The feedback has been positive so thank you to those of you who are supporting the channel as I begin to create more of my content! Feel free to reply with what videos you’d like to see me create!

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Video I’m Watching…

My Evidence Based Guide to Making Money Online [TIER LIST] - If you’re building a YouTube channel around your business, where you focus your energy matters.

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In his latest video, Alex Hormozi ranks each social media platform by how much traffic and customer conversion it drives to his business.

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Alex’s insights are gold for anyone creating content strategically as knowing where to spend your time can make or break your success.

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Tweet I’m Checking Out…

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HeyGen just dropped Avatar 3.0 with Unlimited Looks - Saw a tweet this week that blew my mind as it was entirely generated by AI and felt incredibly lifelike.

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It makes you wonder how close we are to seeing full-fledged AI YouTubers! I think we’ll start to see big corporations embrace new mascots that can produce content for them.

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Thanks for reading, if you want to reach out to me, just send a tweet to @WhiffenYT.

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Jamie