four-failures-check
Installation
SKILL.md
Four Failures Check
A hook that loses people almost always does one of four things. Check all four, in order, and point at the exact words or frame. Never give a verdict without a quote.
The four failures
| Failure | What it looks like | The test | The fix |
|---|---|---|---|
| Delay | The topic arrives late. Greetings, names, "welcome back", "so", "before we get into it", a slow walk in | Count the words (or seconds) before a stranger knows what the video is about | Cut to the first word that carries the subject. Move the payoff frame to second zero |
| Confusion | More than one possible meaning, insider words, a pronoun with nothing behind it, a clever line that needs a second listen | Read it as a complete outsider, not as the expert who wrote it. Could a tired stranger say back what the video is about after one listen? | One meaning. Plain active verbs. Name the thing. Enough words to be clear, not as few as possible |
| Irrelevance | It's about the creator, not the viewer. "My journey", "a bit about me", a logo, a title card with the brand | Would the viewer think "this is for me" in the first sentence? | Put the viewer's problem, want or belief first. The creator's story can come later as proof |
| Disinterest | Clear and relevant but obvious. Nothing to wonder about. "Gardening tips!!", "Here's how our product works" | Is there a gap between what the viewer believes now and what this video shows? | Add contrast: what they expect versus what's true, the old way versus this way, the fail versus the fix |
Two things that are not failures:
- A vague spoken opening is fine if the picture or text carries the hook. Check the three channels together (spoken, visual, text) before failing delay or confusion.
- A hook can take two or three short lines. Line one sets the subject, line two adds the contrast. Don't cram both into five words if it makes it unclear.