'I'm not funny. How do I write a hook that stands out?' You don't need funny. You need a hook that sounds like you - and here's what that means.
A client reaches for her toes and stops at her shins, and you tell her, 'Your hamstrings are tighter than my budget.' She laughs. You weren't trying to be funny - that's just how you **talk**. That line is your next hook: 'Your hamstrings are tighter than my budget - here's the fix.'
A stranger knows what's inside in one line. And they stop, because **nobody** else on the feed says it. So it's **not** a funny problem. You're just using somebody else's words. So keep your notes app open on the gym floor. When a client laughs, or goes 'oh,' write down exactly what you said.
Your best hook isn't written at a desk. It's **remembered**. Now, here's why the hook template you saved keeps getting scrolled past. Most trainers who say 'I'm not funny' aren't short on personality. They're reading a **Matching Polo Hook**.
A Matching Polo Hook is when you fill in a hook template that's going around. So your first line sounds word for word like every other trainer who used it. You'll see it all over your feed: 'Stop doing this if you want to lose fat.' 'Three mistakes killing your gains.' Same words, different **face**. Picture a franchise group class. The coach at one location yells the same cues, in the same order, as the coach across town.
Nobody walks out of that class saying, 'I need to train with **that** coach.' Online, it's the same thing. By the time a stranger sees your template hook, they've already scrolled past it from other trainers. So their thumb doesn't **stop**. If your first line sounds like a script, your good video **never** gets opened.
You can see the fix in the people who do this best. One coach Caleb Ralston worked with went from fitness coach to personal branding coach. Her hook: 'You can't just throw raw dough in the oven and expect croissants to come out.' That's not a template. That's how she talks - and it **stuck**.
Most trainers write hooks like they're writing an ad. It's easy to think a hook has to sound like marketing. But your clients didn't sign up because you sounded like an **ad**. They signed up because of how you talked to them on day one. Think you might be reading a Matching Polo Hook? Let's check, so your good videos actually get opened.
Here's what to do. Stop the video for a minute, or save this for later. Open your last five videos and read each first line out loud. If another trainer could post that exact line tomorrow, you're reading a Matching Polo Hook. So this week, every time a client laughs, or goes 'oh,' type it straight into your phone - exactly how you said it.
Catch one a day. By Friday, you have five hooks. Not one of them is on anybody else's **page**. Pick one and make it the first line of your next video, before you hit record.
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