{
 "slug": "proof-first",
 "name": "Proof first",
 "category": "hook",
 "group": "Textual hooks (what to say)",
 "media": [
  "video"
 ],
 "checked": "2026-10-13",
 "effect": "Leads with the result, so the claim earns attention.",
 "use_when": "Testimonials, case studies, product results.",
 "phrase": "open on the number or the review, on screen and spoken: 190 ads in one quarter with four people",
 "pitfalls": [
  {
   "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/proof-first",
 "markdown": "https://directorchair.ai/hook/proof-first.md",
 "prompts": {
  "chat": "Write five opening lines for a short video about [your product], for [your audience]. Use the proof first pattern: leads with the result, so the claim earns attention. Hooks are judged by the first two seconds of retention on the platform. Example: open on the number or the review, on screen and spoken: 190 ads in one quarter with four people. 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."
 }
}