“Big claims are easy. Backing them up is where the loudmouths suddenly develop hearing problems.”
GhostSlacker was dangling 80 feet above a ski slope when a motivational speaker threw his laptop into the snow.
“Great. My computer just learned to ski without me.”
He’d been hired to write ads for the World’s Most Honest Ski Resort.
Unfortunately, the owner, Chad, believed facts were bad for business.
“Our slopes are the BEST!”
GhostSlacker looked down.
Three skiers were stuck in a snowbank.
“Based on what? Your haircut?”
Chad waved his hands.
“We have the HAPPIEST customers!”
A woman below screamed, “I’ve been waiting for help for forty minutes!”
GhostSlacker sighed.
“Wonderful. Your evidence has frostbite.”
Then his phone buzzed.
His Hook Miners editor wanted proof that problem-based hooks could grab attention.
GhostSlacker needed something better than a fancy opinion.
He borrowed Chad’s tablet.
Twenty guests in the lodge compared two opening lines.
Sixteen chose the one that named a clear problem.
Four chose the vague one.
Now he had something real to report.
He opened The Evidence First Frame.
The tool built his hook:
“16 Out of 20 Readers Picked the Hook That Named a Clear Problem. Here’s What This Small Test Suggests About Getting Attention.”
GhostSlacker grinned.
“Evidence first. Opinion second. Let the facts do the heavy lifting.”
Chad grabbed the tablet.
“But my claims sound better!”
“Sure. So does ‘free pizza forever.’ Doesn’t mean you’ve got any.”
Suddenly, the ski lift stopped.
A loudspeaker crackled.
Emergency rescue fee: $5,000.
GhostSlacker looked at Chad.
“Five grand? For what?”
Chad smiled.
“Our rescue team has a 100% success rate!”
GhostSlacker stared at the empty rescue station.
“Fantastic. Can you prove that?”
Chad checked his records.
His smile vanished.
“We’ve never rescued anyone.”
GhostSlacker slowly tightened his grip.
“Well, there’s your first real statistic.”
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