Discover How AI Hooks Captivate Your Audience

Full video transcript

Here’s the deal. No matter how good your content is, you could just spend all day filming. If your hook is bad, they’re never going to see everything that you have worked on. So, what is a hook? We are joined today by the one and only Phil Stringer here to share a bit about how he is using AI in his content creation and productivity.

Phil, so good to see you. Thanks so much for coming on. Appreciate you having me. Always a good time, always a good group.

So, I’m excited to share some practical stuff on how I am helping my clients use ChatGPT — specifically any large language model — to lay out a framework for content creation. It’s a very simple strategy, but it’s a step-by-step process that has helped with content creation for any type of content. This could be email marketing campaigns, social media posts, stories, Instagram Reels, YouTube video scripts, podcasts. Any type of content, you can apply this same framework to.

And it’s been extremely helpful for people to walk through. So that’s what I’m going to take you guys through today. I’m going to go through the framework of creating content and how we do it step by step, and then I’m also going to take you through my hooks framework, because I believe that with any type of content — whether it’s an Instagram Reel or an email marketing campaign — the very beginning has to be really, really good.

That hook has to be very solid for anyone to pay attention to whatever content you’re giving. So I have built everything around a specific hook framework. I’m going to give you the content creation framework we use for our students, and the hook framework we use for every single piece of content. I’ve created a presentation for you guys — essentially creating a year’s worth of content in one day, and then how we use hooks to make that content calendar really powerful so you get a ton of eyeballs on your content.

So, this is planning your 2025 content calendar in one day. Creating content sucks, right? It is hard. Most of us struggle with content.

You spend the entire year scrambling to figure out what you want to post, when to post it, and how to make it actually work. It’s chaos, and chaos doesn’t scale. Coming up with good content ideas is overwhelming — it’s clearly another full-time job, but it doesn’t have to be. Today I’m going to show you how to create a plan that eliminates the guesswork for the entire year in just one day using large language models.

If you don’t lay out a plan, you’ll waste time every week trying to come up with ideas, your content will feel random and disconnected, and it won’t drive real results. Likes and views don’t pay the bills. But if you do lay out a plan, your entire content strategy is planned, locked, and ready to execute — no guesswork, no scrambling, no wasted time.

This is a step-by-step framework, and here’s what you’ll get: the exact framework Stringer and his 1,200 students use to plan 12 months of content in one day; how to reverse-engineer content that fits your goals and brand so it’s not generic or boring; prompts and shortcuts to save hours every week using AI while staying consistent; and how to build a content strategy that’s duplicatable and drives real results.

Stringer scaled a multi-six-figure personal brand from nothing in 18 months, starting with no marketing budget, no social media following, no experience, and no digital course. His course now has over 1,200 paid students across all 50 states and 23 countries, he’s gained over 200,000 followers across platforms, and received over a billion views on his short-form video content using these strategies.

Before getting into the framework, he lays a foundation on how ChatGPT actually works. There are three things a large language model references. First, its data set — it’s been trained on trillions of data points and loaded with human literature, but it doesn’t know what’s true or false. At its core it’s just a language predictor, calculating the probability of what word should follow another word in a specific context.

Second, the prompt you put in — the more detailed the prompt, the more detailed the result. Third, the prior chat history — unlike a Google search, a large language model uses the ongoing conversation to inform its answers. Stringer’s example: asking Google “who won the Super Bowl in 1995” then “who was the quarterback” returns a generic list of current NFL quarterbacks, because Google doesn’t know what you’re talking about. Asking a large language model the same follow-up returns Troy Aikman, because it references the prior chat history to continue the conversation.

Because it recalculates against the data set, the prompt, and the chat history for every single word it generates, two different people pasting in the same prompt will get different results — different chat history, different industry, different market, different price point. This is why the setup steps for content creation matter: they prime the model with your business, target audience, and price point as a foundation for customized content.

With that foundation laid, Stringer walks through his step-by-step content creation strategy, followed by what he calls the most important part — the hook framework.

Step one is training ChatGPT to fully understand your business and goals. The prompt: “Prepare to generate content for me in future prompts. Before we proceed, I want you to fully comprehend my business, customers, target audience, and goals. Base your future responses on my provided answers that I will give to you. I want you to fully understand my objectives for creating content. To achieve this, ask me at least 25 questions about my business, customers, target audience, vision, goals, and any other necessary details to complete the upcoming task to the best of your ability. Your understanding is crucial for optimal results.”

This flips the model back on itself — it now has to ask what it doesn’t know instead of guessing. In the demo, ChatGPT asked 42 questions across categories: business and offerings, customer and target audience, vision and goals, content and marketing, sales and conversion strategy, customer experience and retention, and AI and automation. Stringer’s advice: copy the questions into a document, answer in short sentences rather than paragraphs, skip anything you don’t know, and don’t overthink it — the more information you give it, the more hyper-specific the resulting content calendar will be. He demonstrated this with a fictional company, Stringer Real Estate, pasting in his answers to load the model with business context. ChatGPT may ask follow-up questions if there are gaps in the answers.

Step two is creating 90 content ideas your target audience may want to know. The prompt: “Generate a list of 90 lesser-known facts about [my business], presented in random order. For each point, provide an explanation while highlighting my business. Craft the explanations to be detailed and engaging, offering insights that would captivate potential buyers and clients. The goal is to educate my audience, showcase my expertise, and attract new clients. Ensure that the topics you include are intriguing and aligned with the interests of my potential buyers, serving as rich material for future content creation.”

Because the model already has the business context from step one, you can literally type “my business” as the topic. In the demo, the 90 ideas came back grouped into categories — real estate market insights and expertise, what makes the business different, how the business helps buyers and sellers win, marketing strategy, and so on. The next move is manual: paste the list into a document, delete anything that doesn’t speak to you or wouldn’t make a good piece of content, and whittle the list down to the ideas you actually want to create.

Step three is creating a complete content calendar. The prompt: “I’d like you to help me come up with a content schedule for my [format] that has the best chance of helping me reach as many clients and potential clients as possible. The entire goal is to establish my authority in my market and provide massive value to my audience. I want to inform and captivate potential buyers and clients with my content. I would like to post [frequency] per week. Please target clickbait style titles that will get people to want to watch, read, or listen to my content. Please organize the title of each piece of content in a nice-looking table so it looks like a calendar. Each week should be separated into its own table. Use whatever knowledge you have about my specific business goals and target audience to create this calendar,” followed by the pasted list of whittled-down ideas.

In the demo — short-form video, three posts a week, about 29 surviving ideas — ChatGPT returned close to ten weeks of calendar, organized week by week, with each generic idea converted into a specific clickbait-style title (for example, turning a generic idea about selling into “Here’s why waiting could cost you big”). From there, each title can be turned into a script with a follow-up prompt such as “create a 60-second video script based on everything you know about my business” using that title.

With the content-planning steps covered, Stringer moves into the hook framework. If content isn’t getting attention, it’s usually because the hook is weak — the hook is the first thing people see, and if it doesn’t grab attention, they scroll past no matter how good the rest of the content is. Rather than handing out a list of hooks (which stops working once you run out of them), he teaches the underlying system so you can generate your own hooks for any topic.

A hook is simply the first few seconds of any piece of content — blog, podcast, presentation, sales page, email, video — and its only job is to make people want more. Stringer’s analogy: imagine someone driving 70 miles an hour down a highway; the hook is the billboard that makes them slam on the brakes and turn around. A boring hook gets a glance and no retention.

He gives four ways to improve a hook. Way one is the three-part hook formula. Part one is context: be clear about the topic so people aren’t guessing, because a vague or “bait and switch” hook may get views but won’t qualify real leads. Example: “This $50,000 mistake is costing home buyers their dream home.” Part two is contrast: use a pivot word — but, however, yet, although, on the other hand — to create a “speed bump” in the viewer’s brain. Example: “But get this, that $50,000 mistake isn’t even the biggest one homeowners make.” Part three is surprise, the knockout punch that flips the viewer’s expectation: “The craziest part isn’t the $50,000 mistake. It’s the secret strategy smart home buyers use to avoid it.”

Way two is visual hooks. People process visuals faster than words, so pair the spoken hook with three to five bold words on screen (for example, “future of home design”) and a small amount of motion — a subtle pan, a gesture, text flying in — since the eye is drawn to movement; the visual should match the energy of the message.

Way three is compressing speed to value. If you don’t deliver value quickly, the audience leaves — Stringer frames this as value per second, not seconds of value, and gives the example: “This $50,000 mistake is costing most home buyers their dream home” as immediate value with no fluff.

Way four is staying staccato — keeping hook sentences short and punchy, borrowing the musical term for short, sharp notes that grab attention: “This $50,000 mistake is costing most home buyers their dream home, but it’s not even the biggest mistake they’re making.”

Stringer closes with two offers built on this framework. The first, Custom Content Plan, is a done-for-you package: 52 weeks of planned content including one email newsletter per week, three short-form video topics per week, two static posts per week, and 156 custom-written hooks following his three-part formula, priced at $797. The second, Custom Content Hub, is a credit-based system where a $2,000-a-month subscription buys 30 monthly credits (that roll over) to spend across services like social posts, video editing, email copy, newsletter design, blog copy, paid ad campaigns, brand kits, and keynote presentation design — delivered by designers, copywriters, and editors he’s trained on his AI strategies, assigned to a dedicated project manager. He noted the offer is capped at five clients at a time based on his current team’s capacity.

In the Q&A, Stringer explained his background as a former chief operating officer of a real estate brokerage in North Carolina before moving into full-time public speaking on AI, doing over a hundred live events in the prior year. Asked about the topic-idea prompt, he clarified that typing “my business” as the variable works once the model has been trained on your business in step one, while a specific topic (like “first-time home buyers”) can be swapped in instead. Asked about the Custom Content Hub, he explained each account gets a dedicated project manager who also functions as a social strategist, and that he priced it for solopreneurs and small business owners who are priced out of typical $5,000–$15,000-a-month agency retainers.