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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?
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Founder's Guide to Killer Design #5
A step-by-step section is one way to demo your B2B product fast
Your 3 Reasons Why: 🧐
1/ Shows value in under 30 seconds.
2/ Let buyers self-educate without sales.
3/ Makes complex b2b products feel simple.
A demo video right after the hero section still works too, but gives off early-stage vibes.
Hope it helps 😉
The step-by-step section lands hardest when each step is labeled by the outcome the user gets, not the feature name, so a skimmer can read just that column and still understand the product. That is what keeps it inside your under-30-seconds goal.
Show, don’t tell.
I’ve been thinking about how much easier it is for a client to understand an idea when they can actually see it working, rather than having to imagine it from a description.
That’s something I’m bringing deeper into my own process: turning ideas into tangible visual experiences early, so the work can communicate before I have to explain it.
Project: FAP’s Closet — Social Media & Content Management
What I did:Managed Instagram content
Created promotional content
Used Canva to design visuals
Used CapCut for short-form videos
Created product-focused content
Used social media to build trust around a preorder business
Used content to make customers interested in products they couldn’t physically see before orderingBecause FAP’s Closet wasn’t a normal physical shop where customers could walk in and inspect the products.
Challenge: Customers had not physically seen the products before purchasing.
Approach: Used product presentation, captions, reassurance and engaging social-media content to make the products attractive and build customer confidence.
Result: Built customer interest and generated orders through the preorder model.