Stolen from Skool's own Alex Hormozi... People decide if they’re going to watch your ad in the first 3 seconds. If the hook sucks, nothing else matters. Here’s the kicker: A strong hook can 2-3x the number of people who keep watching. Meaning you can 2-3x sales by changing 3 seconds of your ad. Not bad. Here’s my Hook Checklist: First Time Through: - Look at top-performing ads or content of other people - Isolate the hooks - Write down your favorite 50 - Use all of them in ads and content Every Time After: - Look at top 10% performers (top 5) - Make 70% of your next batch of ads using those top 5 hooks - Make 20% doing permutations of those hooks (think both visuals and words) - Make 10% completely different hooks (model what you did in “FIRST TIME THROUGH”) Good Hooks Contain: - Some way to catch their attention (call out) - Some implication of value if they consume it Create More Variety Using: - To make this easier for you/your team, I put the same example in each format. - Conditions: If you’re a chiropractor, this video will get you more leads. - Labels: Chiropractors I have a gift for you. _ _ _ _ HAVE YOUR OWN EXAMPLE OF A GREAT HOOK? Post below.

The Ad Agency is great for yet another reason that most of you aren't using... the SEARCH feature. This community is a little over a year old now with almost daily postings of one kind or another. That's a lot of discussion and info. Chances are, if you're looking for some special advice on advertising, design, money or an agency or person, it's been discussed. Your commentary, too! Just type in a simple word or two, it's not Google, it won't try to find things "like" what you search for — it'll look for exactly the word(s) you want to search. Try it out (RIGHT AT THE TOP OF THIS PAGE) ^

The most popular and trusted, of course is .com. But we all wonder what the affect is if we go with another domain suffix. The charts below show the distribution of domain purchases, but that's an incomplete story. I get updates from an online resource called snagged.com. They help you find, buy and sell domains across the board. They put out a report on the trends that they see everyday... and the domains that they are hired to actually find or sell. Here's the SNAGGED summary of TLDs (Top-Level Domains): • Based on all of their 467 domain transactions (read that as, it actually sold) in 2025 • $24M in total volume, — prices ranging from $59 to $2.75M. • Their conclusion : the domain market isn’t a single market.* • Average sale price in 2025 was approximately $51K. • Most transactions in the $10-$20K range • Fewer six and seven-figure transactions skewed the average • 61% of the domains we sold were .com, with an average sale price of $166K. • 23% were .ai, with an average sale price of $69K. • In dollar terms, .com represented 82% of total transaction volume, while .ai accounted for 13%. • Every seven-figure deal they closed was a .com, and most six-figure deals were as well. * What changed in 2025 wasn’t .com’s role at the top, but the legitimacy of .ai, which crossed an important threshold this year. It stopped requiring explanation and began appearing in mainstream advertising and brand surfaces. For AI-native companies, starting on .ai has become a rational default. Some upgrade to .com later, others do not. Another pattern emerged clearly in the data: short names are no longer a differentiator. They are the baseline... • 70% of domains they sold or acquired were eight characters or fewer • Single-word domains dominated demand, particularly at the higher end of the market. This reflects function rather than fashion. Short names reduce friction across outbound, email, paid media, and voice interfaces, and they signal credibility in ways longer or more complex names struggle to match.

One of the things about becoming an "adman" and why I respect the proper titles of creative director, art director and copywriter so much, is because the best of us work to find the quickest way to make emotional impact. That's not taking shortcuts per se, it's just figuring out what you absolutely NEED to drive your message home within the timeframe you're given (that means clearly understanding what your message is). Unlike a Netflix series, or the movies or a novel or even an extended social campaign, the best work will be that which is compressed without your audience knowing you've cut out the fluff. For the "veterans", that's cutting your teeth on 30 second TV spots. It's why certain ads stick around as brilliant so many years after the fact, because they had to deliver a MESSAGE/a ZINGER within 29 seconds. And even then, most of us prayed to get a 60 second spot so we could actually "tell a whole story". This award-winning short film (under 4 min), is a masterpiece. 3 minutes to deliver an unexpected twist that will stay with you a lifetime. _ _ _ THE WAIT: Produced by Jason McColgan in 2018 - IMDB lists him as the Writer, Producer and Production Department

We're starting to grow again, and that's gratifying — "but for godsake", get 5 LIKES (post, comment, share - it's easy) so that you can get into all of the Classroom (and especially the INTERVIEWS). You can be entertained and LEARN some ad SECRETS from some of the VERY BEST CREATIVES in the business! 😳 It's in there! WATCH the TONY THE TIGER Kid's Casino TV SPOT by Ad Hall of Famer, Dave Henneken >