Start with the proof, then write the hook
A reaction can earn attention, but the next shot needs to answer the question it raises. Before writing an opening, name the screen, action and visible result your recording actually shows. Then write the hook around that same result. A general reaction such as “wait, look at this” needs a precise caption or an immediate visual reveal to make its promise clear.
Use this fictional planning example: NorthStar Notes lets a team open a project call note and read its next-step section. That is an assumed feature for this exercise, not evidence about a customer or a product result.
Check the promise against the screen
Suppose the opening says “my follow-ups write themselves,” but the demo only opens a note containing next steps. That promises automatic writing the recording does not prove. Replace it with “wait, the next steps are right here,” then show the note and highlight its next-step section. The second line is less sweeping and matches the visible action.
Check a second mismatch: “all my meetings in one place” leads into a clip showing one note. Either show the actual meeting list if the app has it, or narrow the hook to “the next step from this call.” Do not infer an integration or automatic behavior from an attractive screen.
| Opening promise | What the recording shows | Decision |
|---|---|---|
| “The next steps are right here” | A note with its next-step section | Keep if the section is readable |
| “Follow-ups write themselves” | A person opens a saved note | Remove the unsupported automation claim |
| “All my meetings in one place” | One meeting note | Show a real list or narrow the wording |
| “Wait, look at this” | A screen with no visible context | Add a specific bridge or clearer shot |
Make the match easy to see
List the main noun and verb in your hook: for example, “next steps” and “find.” Find the same noun on screen and the action that makes it visible. If the match takes explanation, add a short bridge label such as “open the call note” or change the shot order. Keep the actual recording readable and use only a test account or content you can share.
After drafting, show someone the first two shots without explaining them. Ask what they expected and what the clip showed. If those answers differ, revise the opening or record more proof. This is a practical review exercise, not a claim that any hook will go viral.
Copy the planning worksheet
Use this worksheet in your own notes. Fill it with verified product details and actual review observations before sharing an asset.
Feature: __. Viewer task: __. What is visible on screen: __. Hook promise: __. The exact shot that supports it: __. Unsupported words to remove: __.Browse the founder guide library for the next task in your workflow.