Promises new information and hidden knowledge to create curiosity.
Things you didn't know are just information with better curiosity
It works because it hits three triggers: curiosity, knowledge, and value. The didn't know creates curiosity. The things creates knowledge. The about creates value. People see "Things you didn't know about productivity" and think: "I want to learn what I didn't know. I want that knowledge." They click because things you didn't know feel valuable—even when the information is just marketing. It's not about being clever—it's about making information feel new.
Real-World Examples
About this hook technique
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Start Hooks SessionAbout Data & Statistic Hooks
Data & Statistic Hooks work because numbers feel objective. When you share things you didn't know, you create curiosity. Not because they're smart—because they're human and want new information. These hooks don't need to be clever. They just need to promise knowledge. The "things you didn't know about" hook does exactly that—it makes information feel new.