Starting with the hook usually means starting too late.

Before I write a single line, I go deep into research: where the market sits in awareness, what competitors are already saying, who the demographic actually is beneath the surface. That work becomes the brief. Later, it shapes which variables get isolated and tested.

A hook only works if it matches what the audience already recognizes about their problem, what they already believe about a solution, what they have already tried and failed with, or what they secretly fear. Write the hook first and you are guessing. Do the research first and you are aiming.

What stage of awareness did your last hook actually assume, and did you check that before you wrote it?