# Bold claim

Story / Hook / Textual hooks (what to say). Checked 2026-11-13.

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
- Page: https://directorchair.ai/hook/bold-claim-hook
- JSON: https://directorchair.ai/api/hook/bold-claim-hook.json

## Watch out

- It must be verifiable or shown. (practitioner; Director Chair field notes on hooks and ideas (Motion's hook guide and 2026 creative benchmark, vendor data))
- The same claim said with hype, casual confidence or disbelief is three different hooks; casual confidence suits founders. (practitioner; Director Chair field notes on hooks and ideas (Motion's hook guide and 2026 creative benchmark, vendor data))

## Prompts

### Any chat model

```
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.
```

## Goes well with

- Proof first: https://directorchair.ai/hook/proof-first
- The video proves its own claim: https://directorchair.ai/hook/self-proving-claim
- Data reveal: https://directorchair.ai/hook/data-reveal

## Source

Own words from Director Chair field notes on hooks and ideas

Text CC BY 4.0, Director Chair (directorchair.ai). Reference clips and their card texts belong to their makers.