{
 "slug": "bold-claim-hook",
 "name": "Bold claim",
 "category": "hook",
 "group": "Textual hooks (what to say)",
 "media": [
  "video"
 ],
 "checked": "2026-11-13",
 "effect": "A statement that invites disbelief makes the viewer stay to check it.",
 "use_when": "Results that can be shown on screen.",
 "phrase": "this thirty-second ad cost less than the coffee we drank while making it, and the receipt is coming up",
 "pitfalls": [
  {
   "text": "It must be verifiable or shown.",
   "evidence": "practitioner",
   "source": "Director Chair field notes on hooks and ideas (Motion's hook guide and 2026 creative benchmark, vendor data)"
  },
  {
   "text": "The same claim said with hype, casual confidence or disbelief is three different hooks; casual confidence suits founders.",
   "evidence": "practitioner",
   "source": "Director Chair field notes on hooks and ideas (Motion's hook guide and 2026 creative benchmark, vendor data)"
  }
 ],
 "per_model": [],
 "external_refs": [],
 "licensed": [],
 "site_names": [],
 "related": [
  "proof-first",
  "self-proving-claim",
  "data-reveal"
 ],
 "rights": "own-work",
 "evidence": "practitioner",
 "source": {
  "url": null,
  "note": "Own words from Director Chair field notes on hooks and ideas"
 },
 "body": "",
 "shown_with": null,
 "url": "https://directorchair.ai/hook/bold-claim-hook",
 "markdown": "https://directorchair.ai/hook/bold-claim-hook.md",
 "prompts": {
  "chat": "Write five opening lines for a short video about [your product], for [your audience]. Use the bold claim pattern: a statement that invites disbelief makes the viewer stay to check it. It must be verifiable or shown. The same claim said with hype, casual confidence or disbelief is three different hooks; casual confidence suits founders. Example: this thirty-second ad cost less than the coffee we drank while making it, and the receipt is coming up. Plain spoken language, no hashtags, no emoji. Tell me which one you would post first and why, in one line."
 },
 "licence": {
  "code": "MIT",
  "text": "CC BY 4.0",
  "third_party": "Clips and card texts inside a \"licensed\" block belong to their makers and are shown with permission and credit."
 }
}