50 hooks for local service businesses.
The first line decides whether anyone hears the rest. Ten hook shapes, filled in for five types of service business, plus the 10 checks we run on every Reel before it posts.
- 03The #1 mistake I see homeowners make when they pick new windows
- 06Things quietly shortening the life of your roof
- 09What happens when you wait too long to reseal a parking lot
Plus 47 more across five types of business.
Co-Founders
The formula, the shapes, the 50 hooks and the checks.
What a good hook does
Five things every first line needs, shown on one of the 50 hooks, and two rules to start with.
10 hook shapes
The structures behind every hook here: what each one does and which job it's for.
50 hooks, ready to copy
Every shape filled in for your type of business, with a copy button on each.
The 10 checks
What we check on every Reel's words before it ships. Tick through it on your next post.
What a good hook does.
Your customer is already thinking about something before your post shows up. It's the quote they got last week, the photo they hate of their smile, or the roof they keep meaning to look at. A good hook starts there, inside that thought, and not with your name or your offer.
Someone who only reads the hook should be able to tell you the topic.
If the hook says "3 steps," show 3 steps.
The #1 mistake4 I see homeowners1 make when they get three remodel quotes2
Shape 03, from the remodelers' list. This one hits three of the five traits below: it says who it's for and the moment they're in, and it makes them stay to learn which mistake. The small numbers match the traits.
- 1It names one person.
"Homeowners getting three remodel quotes" beats "anyone with a house."
- 2It starts where their head already is.
The worry, the question they've Googled, the moment they're in.
- 3It's specific enough to picture.
A number, a place, a thing they can see.
- 4It holds back the answer, not the topic.
They know what it's about. They stay to find out the how or the why.
- 5It has a turn.
Something they half-believe, then a reason to keep watching.
10 shapes behind every hook.
Each hook in the swipe file is one of these shapes with the blanks filled in. Swap in your service, your town and the words your customers actually use on the phone. Then write five versions and keep the one you'd stop for.
Each shape is tagged with the job it does: getting found by new people, building trust with people who already know you, or getting them to book.
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01Getting found
"a number things I'd never do as a your job"
Insider credibility. You know what the customer doesn't.
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02Getting foundBuilding trust
"Stop something they do if you want what they want"
It names a habit that's costing them.
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03Building trust
"The #1 mistake I see your customers make with something"
Shows you've seen this a hundred times.
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04Building trustBooking
"Don't buy or book something until you know this"
It catches people right before a decision.
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05Building trustUse sparingly
"How to prevent a bad outcome in 3 steps"
Useful enough to save and send.
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06Building trustUse sparingly
"Things quietly ruining your something they own"
It turns a vague worry into a short list they can check.
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07Building trust
"Why popular advice is wrong"
Breaks a belief they already hold.
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08Getting found
"POV: you a common mistake"
Lets them laugh at themselves first.
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09Booking
"What happens when you wait too long to do something"
This one shows the cost of putting it off.
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10Building trustBooking
"If you're doing something, you're the consequence"
A direct line to the person it's for.
A note on the warning shapes. Shapes 05 and 06, and 01 or 02 when you use them as a warning, run on a little fear. They work, and they wear out fast. Use them in about one post out of every four or five, and always follow the warning with a clear, doable fix. A post that only scares people loses them.
Get all 50, filled in for your type of business.
Plus the 10 checks we run on every Reel before it posts. Add your name and email and the full list opens right on this page. We'll email you the link too, so it's easy to find again.
50 hooks, filled in for your business.
Pick your type of business. Each hook is numbered with the shape it uses, so you can write your own versions from the same pattern.
Home, design and build
Remodelers, builders, designers, landscape and outdoor living
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Shape 01
5 things I'd never do in my own kitchen remodel as a contractor
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Shape 02
Stop picking finishes before you've picked a layout if you want the kitchen to work
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Shape 03
The #1 mistake I see homeowners make when they get three remodel quotes
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Shape 04
Don't sign a design-build contract until you know what an allowance covers
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Shape 05
How to keep a basement finish from turning into a mold problem in 3 steps
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Shape 06
Things quietly blowing up your home renovation budget
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Shape 07
Why "always go with the lowest bid" is wrong on a custom build
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Shape 08
POV: you picked the cabinets before measuring for the fridge
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Shape 09
What happens when you wait too long to fix the grading around your patio
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Shape 10
If your contractor hasn't asked how you actually use your kitchen, you're about to pay for a pretty room that doesn't work
Dental and elective medical
Cosmetic dentists, implants, orthodontists, plastic surgeons, hair restoration
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Shape 01
3 things I'd never do to my own teeth as a cosmetic dentist
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Shape 02
Stop whitening over old bonding if you want one even shade
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Shape 03
The #1 mistake I see patients make when they compare implant prices
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Shape 04
Don't choose a hair transplant clinic until you know what a graft count really means
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Shape 05
How to keep your new veneers from staining in 3 steps
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Shape 06
Things quietly shifting your teeth after braces come off
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Shape 07
Why "wait until all the adult teeth are in" is wrong for some kids' orthodontics
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Shape 08
POV: you've stopped smiling with your teeth in photos and nobody's noticed but you
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Shape 09
What happens when you wait too long to replace a missing tooth
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Shape 10
If you've had a consult and still can't picture your result, you're not ready to book the procedure
For medical practices: keep every hook inside what you can say. No guaranteed results, no before-and-after claims you can't stand behind, and check your board's advertising rules.
Legal, financial and professional
Law firms, financial advisors, accountants, consultants, coaches
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Shape 01
4 things I'd never put in my own will as an estate planning attorney
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Shape 02
Stop treating your year-end tax meeting as a formality if you don't want surprises in April
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Shape 03
The #1 mistake I see business owners make when they hire their first consultant
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Shape 04
Don't sign an operating agreement with a friend until you know what happens if one of you leaves
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Shape 05
How to keep a lender from turning down your loan in 3 steps
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Shape 06
Things quietly costing your small business at tax time
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Shape 07
Why "max out the 401(k) first" isn't always the right first move for business owners
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Shape 08
POV: you've been "about to update the will" since your second kid was born
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Shape 09
What happens when you wait too long to hire an attorney after a car accident
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Shape 10
If you're still running payroll from a spreadsheet, you're one missed deadline from a penalty
For regulated firms: no promised outcomes, no "best" claims you can't back up, and run it past compliance before it posts.
Real estate, venues and weddings
Agents and teams, event and wedding venues, photographers, planners
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Shape 01
5 things I'd never do before listing my own house as a realtor
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Shape 02
Stop listing in the dead of winter without a plan if you want strong offers
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Shape 03
The #1 mistake I see couples make when they tour wedding venues
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Shape 04
Don't sign a venue contract until you know what "exclusive vendor" means
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Shape 05
How to keep your listing photos from scaring off buyers in 3 steps
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Shape 06
Things quietly making buyers scroll past your listing
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Shape 07
Why "price it high and come down later" is the wrong strategy
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Shape 08
POV: you booked the photographer last and now you're getting whoever's left
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Shape 09
What happens when you wait too long to book a fall wedding date in Cincinnati
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Shape 10
If your listing photos were taken on a phone in bad light, you're losing showings before anyone walks in
Trades and commercial
Roofing, windows, flooring, painting, concrete, commercial contractors
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Shape 01
3 things I'd never let a crew do on my own roof as a roofer
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Shape 02
Stop painting over peeling trim if you want the job to last more than a year
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Shape 03
The #1 mistake I see homeowners make when they pick new windows
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Shape 04
Don't pick a basement floor until you've tested the slab for moisture
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Shape 05
How to keep road salt from pitting your concrete driveway in 3 steps
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Shape 06
Things quietly shortening the life of your roof
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Shape 07
Why "just patch it for now" is the wrong plan for an aging flat roof
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Shape 08
POV: you picked the cheapest flooring quote and the seams showed up in month two
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Shape 09
What happens when you wait too long to reseal a parking lot
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Shape 10
If your property manager is still calling around for every repair, you're paying for it in downtime
The 10 checks.
We run every Reel's words against these before it ships. Check off your next post as you go, or print it and tape it to the wall.
Send me the hook you picked for your next post.
Reply to the DM that sent you this page with your hook, and I'll tell you how I'd sharpen it.
Reply on Instagram: @chase.scrolls
Chase Gianattasio
Co-Founder, Scroll Media