The Power of a Hook

If you don't hook somebody, they're gonna go right past your video and on to someone else's. You have to have something that goes, huh, let me think. I did an infomercial with Larry King. We filmed this incredible show, played it a bunch of times, didn't work. My magic rule is I needed a hook to get people to stop. The story is easy. But obsess on the hook on why they should stop and listen to you when they have all other options.