# Direct address

Story / Hook / Textual hooks (what to say). Checked 2026-10-13.

Calls out one specific viewer, who then feels it is about them.

- Use when: Niche audiences, B2B roles, local targeting.
- Phrase: point at the lens: if you run a shop with fewer than five people, this is for you
- Page: https://directorchair.ai/hook/direct-address
- JSON: https://directorchair.ai/api/hook/direct-address.json

## Watch out

- 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. (practitioner; 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))

## Prompts

### Any chat model

```
Write five opening lines for a short video about [your product], for [your audience]. Use the direct address pattern: calls out one specific viewer, who then feels it is about them. Hooks are judged by the first two seconds of retention on the platform. Example: point at the lens: if you run a shop with fewer than five people, this is for you. Plain spoken language, no hashtags, no emoji. Tell me which one you would post first and why, in one line.
```

## Source

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)

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