January is the one month where your audience is already sold on starting. What they have not decided is who to start with, or whether it will hold past the 3rd week.
Three finished posts below, each on a different Hook from the Vault, none of them a resolution.
Context line: how many first weeks a reader has already spent
The gym you cannot park at on 3 January has spaces again by the 1st of February.
You have started in January 4 times now. Each attempt ran about 3 weeks, so that is 12 weeks of your life spent on week 1 and not one week spent on week 6.
Week 6 is where the weight on the bar starts moving and the whole thing stops needing willpower.
DM me the word SIX and I will show you what weeks 1 to 12 look like.
Use when the cost of waiting can be counted. Never invent the number.
Hook 09
01The Callout
Context line: not for people who want a January reset
This is not for you if what you want from January is a reset.
Nothing gets banned because it is the 1st, there is no detox fortnight, and I am not taking your bread away to prove I am working.
You will eat more protein, train 3 times a week, and add 2.5kg when the sheet says to.
12 weeks from whichever day you actually start. $299.
Use when you know exactly who you are not for. Never aimed at a whole group of people.
Hook 01
02The False Confession
Context line: I do not open the intake in the first week of January
I do not open my intake in the first week of January, and it costs me sales every year.
That week is when everyone is buying, which is also why so little of what gets bought that week is still running in March.
I open on the 8th. By then the person signing up has trained twice without anyone telling them to, and that tells me more than a resolution does.
3 spots on the 8th, $249 a month.
Use when your best advice sounds like a mistake. Never confess something a client paid you to fix.
Hook 02
Each post above names the Hook it came from, so the formula is reusable after you have changed the numbers to your own.
03Where these usually go wrong
The common miss is joining the resolution chorus on 1 January. The reader has scrolled past that opening 4 years running and stopped seeing it.
The Vault is the numbered index these formulas come from. Every Hook carries a use and a never, and every change is dated.
