{
 "slug": "myth-exposure",
 "name": "Myth exposure",
 "category": "hook",
 "group": "Textual hooks (what to say)",
 "media": [
  "video"
 ],
 "checked": "2026-10-13",
 "effect": "Names a myth in the category and promises the real story.",
 "use_when": "Health, finance, beauty, any category with folklore.",
 "phrase": "name the myth in five words, then a pause, then: here is what actually happens",
 "pitfalls": [
  {
   "text": "Only expose a myth that is really false, with a source; a wrong debunk does lasting damage.",
   "evidence": "practitioner",
   "source": "House rule"
  },
  {
   "text": "Hooks are judged by the first two seconds of retention on the platform. Test two openings of the same video instead of trusting a formula.",
   "evidence": "practitioner",
   "source": "The Director Chair hook framework (our 2026 synthesis of @marco.thecreative's TikTok series, OpusClip's hook formulas, a Brandefy article, Meta retention research and a Gemini research report)"
  }
 ],
 "per_model": [],
 "external_refs": [],
 "licensed": [],
 "site_names": [],
 "related": [],
 "rights": "own-work",
 "evidence": "practitioner",
 "source": {
  "url": null,
  "note": "Own words from the Director Chair hook framework (our 2026 synthesis of @marco.thecreative's TikTok series, OpusClip's hook formulas, a Brandefy article, Meta retention research and a Gemini research report)"
 },
 "body": "",
 "shown_with": null,
 "url": "https://directorchair.ai/hook/myth-exposure",
 "markdown": "https://directorchair.ai/hook/myth-exposure.md",
 "prompts": {
  "chat": "Write five opening lines for a short video about [your product], for [your audience]. Use the myth exposure pattern: names a myth in the category and promises the real story. Only expose a myth that is really false, with a source; a wrong debunk does lasting damage. Hooks are judged by the first two seconds of retention on the platform. Example: name the myth in five words, then a pause, then: here is what actually happens. 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."
 }
}