# Pre-publish check: 10 questions, 60 seconds

Print it, or keep it next to your editor. Two or more "no" → fix before you post.

| # | Question | Yes / No | If no, do this |
|---|---|---|---|
| 1 | **One desire.** Can I say the single desire this video channels in one sentence, in the viewer's words? | ☐ | Cut every line that serves a second desire. Save it for the next video. |
| 2 | **Right starting point.** Does the hook start where this viewer is? (Cold → identity/story · Problem-aware → the problem · Solution-aware → desire + "there's a way" · Product-aware → the difference · Followers → the offer) | ☐ | Pick the stage, then pick a hook from that section of `hooks/150_HOOKS.md`. |
| 3 | **Crowded topic?** If they've seen 100 videos like this, am I giving the *how* (mechanism) or speaking to *who they are* (identity)? | ☐ | Add one line of mechanism ("it reads the transcript, then…") or an identity line ("for people who bill clients"). |
| 4 | **Hook does one job.** ≤12 words, one thought, makes them want the next sentence, doesn't give the answer away? | ☐ | Run it through `tools/hook-scorer.html`. Below 70 → rewrite. |
| 5 | **"That's me" by second 6.** Will the right viewer recognize their task, their moment, their words? | ☐ | Add: "If you [their exact task] every [period], this is for you." |
| 6 | **Shown, not explained.** Is the result happening on screen? | ☐ | Replace the explanation with a screen recording of the result. |
| 7 | **One true proof, right place.** A number, price, time or screenshot exactly where they'd think "is this real?" | ☐ | Add one real number around second 20. If you don't have one, measure before posting. |
| 8 | **No ad words.** Zero insane / game-changer / unlock / mind-blowing? | ☐ | Replace each with the evidence. |
| 9 | **One CTA.** Follow OR comment the keyword, never both, with a reason it's free? | ☐ | Delete the weaker CTA. Add "free because…". |
| 10 | **Only I could post this.** If I swapped my name for another creator's, would something be lost? | ☐ | Add your test, your number, your story or your system. |

## Bonus: the 4 production checks
- [ ] The **first frame** shows the result (not your logo, not a title card, not you saying hi).
- [ ] **On-screen hook text** = same promise as the spoken hook, 3–6 words, readable on a phone.
- [ ] **Captions** on (many people watch on mute).
- [ ] The **keyword** is spelled the same in the video, the caption and your DM automation.

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Made by Dan Shipped — @danshipped