I hate the word hook. Im serious.
I hate the word hook. I'm serious.
A big challenge for me with the content game is the ick factor that sometimes feels like it comes with the territory.
Hooks, funnels, lead magnets, conversion rates.. gross.
And I get it. That these are just marketing terms, but for me, they make things feel slimey. I hate them.
It's funny because even though these are necessary parts of the process, my aversion to the terminology really held me back in the beginning.
Not liking the idea of a hook made me rebel against trying to create one.
"I want to make art" my brain says.
"Not trick someone into watching my video."
But of course, that means noone was watching my content.
Things shifted when I stopped fighting the process and started reframing it. I replaced the cringey marketing terms with their storytelling synonyms.
That way it can be about connection and not manipulation.
Here’s how I started thinking about it:
• Every good story starts with a compelling opening—a moment that pulls you in. (That’s the “hook,” but it doesn’t have to feel salesy. It’s just a good setup.)
• Our content can then include story themes, delivered through different methods and mediums. (What some people call “content pillars.”)
• And the goal? It’s not to trap people in a “funnel.” It’s to take them on a journey—The Hero’s Journey. Your content is the story arc that helps your audience go from point A to point B in their own life.
My goal as a creator isn't to "convert" anyone. It's to connect with them. That may look the same on paper, but the intention matters. At least to me.
This little shift as really helped me feel better about the process, and about creating products and things around my content.
Because I want to teach people the things I know, so that they can create a life they want, and not the one society wants to assign them. That's why I do things like my upcoming Short Form Filmmaker workshop.
So if you’ve struggled with these same things when it comes to creating, I invite you to shift your mindset. Start viewing the things you’re making through the lens of storytelling.
When you do, it’s no longer about chasing leads or ticking boxes—it’s about inviting someone into your world for a shared experience.
I was recently doing a 1:1 coaching session with a student, and a little nugget came out of our conversation: when you visually show something you’re describing in a voiceover, the storytelling impact doesn’t just double—it’s more like five times better.
It’s bigger than the sum of its parts.
This came up because of a common idea floating around about content creation: you can just slap random B-roll over a voiceover to boost audience retention. And yeah, that does work. Unrelated B-roll over your audio or a talking head video is better than nothing.
But when you can marry the two—cutting to visuals that emphasize or enhance what you’re saying—the impact is exponentially greater.
It’s shouldn't just be about keeping someone’s attention; it’s about pulling them deeper into the story you’re telling. When your visuals and audio work together, the audience feels the message more than they simply hear it.
Confession: I'm exhausted. I'm really trying to make 2025 the year my primary income source comes from the things I create, so I don't have to depend on anyone else for my financial security.
The film industry has been super slow, and the savings are slowly diminishing. The last two weeks have been a sprint to finish creating some products and things I haven't had time to pursue. And lemme tell you it is an UNDERTAKING.
I don't wanna just slap some shit together and put a price tag on it. I want things to help people grow and take control of their own lives and incomes. So yeah it's been a hustle.
I did finally revamp my Cinematic LUTs. I'm super proud of these so make sure to check them out if you want to elevate your color grading by clicking a button. They also come with a free 30 minute video companion for Premiere and Resolve to help you get the most out of them.
Until next time,
I hope this helps!
Caleb
