Marketing & Sales · Tip
Proof, Promise, Plan Video Hook Framework
A three-step scripting structure to establish authority and hook video viewers
The Proof, Promise, Plan (PPP) framework is a video intro formula popularized by Alex Hormozi to reduce early viewer drop-off. It structures the opening seconds of a video by establishing the creator's authority, stating the core payoff, and outlining the video's agenda. It is a straightforward method for scripting engaging hooks that retain audience attention across short-form and long-form video platforms.
How it works
Use the 'Proof, Promise, Plan' (PPP) formula at the start of your videos:
- Proof: Immediately establish your credibility and domain expertise so viewers trust your advice (e.g., 'My name is X, I've toured with Y, and shot Z').
- Promise: Explicitly state what value the viewer will gain from watching, validating why they clicked (e.g., 'Today I'm going to teach you how to fix your photos').
- Plan: Lay out an agenda or roadmap to set clear expectations for what comes next (e.g., 'Let's hop into X, Y, and Z').
What it's for
- Script engaging hooks for YouTube videos and short-form reels
- Establish immediate authority in educational or business video content
- Reduce early viewer drop-off by setting clear expectations
Key points
- Proof: establish credibility and domain expertise right away to build trust
- Promise: explicitly state the specific value or outcome the viewer will receive
- Plan: provide a clear roadmap of the topics or steps covered in the video
Pricing
Free
Details
- Type
- Tip
- Category
- Marketing & Sales
- Topic
- Content Creation
- Open source
- No
- Platforms
- other
- For
- Video creators, educators, and social media marketers
- Tags
- video scripting, hooks, content creation, youtube, alex hormozi, storytelling
Why it was saved
- @the505podcast: Solves viewer drop-off by validating why the creator is qualified to speak, clarifying the payoff, and setting clear expectations for the rest of the video.
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