{
 "slug": "hook-three-jobs",
 "name": "A hook has three jobs",
 "category": "hook",
 "group": "The rule",
 "media": [
  "video"
 ],
 "checked": "2026-11-13",
 "effect": "The right viewer feels seen and stays; the wrong one leaves early.",
 "use_when": "Writing and judging any hook.",
 "phrase": "one short visual, one spoken sentence and one line on screen in the first three seconds, all saying the same thing to one kind of viewer",
 "pitfalls": [
  {
   "text": "The three jobs: stop the scroll, filter the audience, earn the next five seconds. Without the filter it is clickbait; without the third it does not convert.",
   "evidence": "practitioner",
   "source": "Director Chair field notes on hooks and ideas (Motion's hook guide and 2026 creative benchmark, vendor data)"
  },
  {
   "text": "When picture and text disagree, the picture wins the memory.",
   "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": [
  "three-layer-hook",
  "setting-as-targeting",
  "direct-address"
 ],
 "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/hook-three-jobs",
 "markdown": "https://directorchair.ai/hook/hook-three-jobs.md",
 "prompts": {
  "chat": "Write five opening lines for a short video about [your product], for [your audience]. Use the a hook has three jobs pattern: the right viewer feels seen and stays; the wrong one leaves early. The three jobs: stop the scroll, filter the audience, earn the next five seconds. When picture and text disagree, the picture wins the memory. Example: one short visual, one spoken sentence and one line on screen in the first three seconds, all saying the same thing to one kind of viewer. 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."
 }
}