The problem
Someone on the team wants to tidy the library. “Clear out anything that didn’t sell.” That would throw away half the best hooks you have.
A video has to do five things: stop, hold, explain, ask and convert. If any one fails, the video fails. A hook has to do two: stop and hold. If it did those, it did its job. Whatever happened at second 20 is not the hook’s fault.
The example
Five videos, sorted by sales.
| Video | 2s | 6s | Sales per 1K | Verdict | Hook worth saving? |
|---|---|---|---|---|---|
| A | 47% | 34% | 1.8 | SCALE | Yes |
| D | 27% | 12% | 1.5 | SCALE | No |
| B | 49% | 36% | 0.2 | REWORK | Yes |
| E | 22% | 9% | 0.1 | KILL | No |
| C | 44% | 31% | 0.0 | KILL (product dead) | Yes |
Sort by sales and clear the bottom and you lose B and C. Those are two of the three best hooks on the list. You would keep D, which sells despite its hook, not because of it.
What a hook needs to be saved: enough views for the numbers to be real, a strong stop, a strong hold, and a good ratio between the two so it is not a trick. That is it. Sales are a lens you can add to sort the list. They are not the gate.
A saved hook becomes a proven hook once it has been on a video that actually sold real money. Then it moves to the front of the line for the next brief. Until then it is a strong candidate, not a sure thing.
Do this in Verdict
- 1The Element Library gates on views and the hook’s own numbers, not on the verdict. B and C’s hooks are in there.
- 2Toggle the revenue lens to see which have sold. The ones marked Ready to reuse have.