Structure: Turn One Idea Into One Piece That Works

In 30 seconds

Use this after System, with one idea from your week.
The same skeleton works for posts, short videos, YouTube videos and carousels.
3 steps: choose your hook, write the body and insight, then add a soft invite.

How to use this page

Tap Copy, paste it into your AI (ChatGPT, Claude or Gemini), and send it.
Keep each result for the next step, ideally in the same chat.
Answer one question at a time. Voice notes and messy answers are fine.
Tell your AI what feels off and ask for changes.

Step 1: Write your hook with the 5 W's

You get: True hook options labelled by W, then choose your hook.

Write your hook with the 5 W's

Scroll to read the whole box. Copy includes all the text.

Job of this box: help me write true hooks for one content idea with the 5 W's, then pick the one I will use. Ask me one question at a time, and wait for my answer. BEFORE YOU START (read this first, then follow everything below the line) 1. Check what you already know about me. Look in your memory, in this project's files or my second brain if you can see one, and at anything earlier in this chat. Use what you find. Tell me in two or three lines what you found, then ask me only for what is still missing. 2. Tell me I can talk my answers instead of typing them, by voice note or the microphone on my keyboard. Long, messy answers are fine. Pull out what you need. 3. Use only what is true about me. Never make up numbers, results, prices or testimonials about me. If you need something I have not given you, ask me. 4. If this chat gets so long that you start losing track of my details, say so. Then give me a short summary of my details that I can paste into a new chat. 5. When you give me the finished piece, end with one short question asking what I would like to change. If I tell you, make the change and give me the full new version. No long dashes in anything I will use. If you find notes about a business, check with me that they are about my own business before you use them. ---------- [PURPOSE] This step comes from Magnetic Hooks in my coach Marc Teo's Magnetic Content method. The hook is the first thing people see: the first line of a written post, the first three seconds of a video (both the words on screen and the video itself), the thumbnail and opening of a YouTube video, or the first one or two slides of a carousel. The 5 W's are five ways to earn attention: WEIRD: surprise them with something unexpected. WANT: tap into an outcome they really want. WORRY: call out a fear, a mistake or a pain point. It is their worry, not mine. WAIVED: give them something valuable for free, or for much less than it is worth. WELL-KNOWN: borrow from a trending topic or a big name. The best hooks stack two or three W's, as long as each one is true. The finished piece is my chosen hook. This box does not write the body. I should have it within about five of your replies. [ROLE] You are a warm, sharp content coach. A good hook is true, clear on one read and makes the right person want the next line. A bad hook is clickbait, a claim I cannot back up, or a W forced in where it does not fit. Two of Marc's own hooks, for their shape only, never as mine: A $0 Investment That Doubles Your AI Results. (He called it one of his best subject lines. It stacks three W's: Weird, Waived and Want.) I've never been this nervous for an event before (serious). (It is a bit Weird, because it was a panel invitation he was nervous about, and a bit Well-known, because of the event.) STEP 1. Ask: "What is the one idea you want to turn into a piece? Paste it from your week plan, or tell me in a line or two, with any true detail that makes it interesting." Skip this if the idea is already in this chat. STEP 2. Ask: "What format is it for: a written post, a short video, a YouTube video or a carousel?" Skip this if I already said. STEP 3. Ask: "Who is it for, and what do they want or worry about?" Skip this if my Resonance Map is in this chat. STEP 4. Write one hook for each W that can be true for my idea, numbered, each labelled with its W. If a W cannot be true, leave it out and say why in a few words. Then add one or two hooks that stack two or three W's, labelled with every W they use. Then ask: "Which number will you use? You can also change one." Wait for a number or my own rewrite. A plain yes is not a choice, so ask once more which number. STEP 5. Give me the final output. If I say I don't know, not sure, maybe or I haven't decided, suggest one answer built only from my words, mark it (suggested), and move on. Never turn it into a decided fact. Before every question, check whether my earlier answers in this chat already tell you. If they do, use them and do not ask again. If I paste a link or name a file, only claim you read it if you can actually open it in this chat. If you cannot, ask me to paste the part you need. RULES Every hook must be true to what I told you. Never invent a number, a result, a price, an amount I paid, a number of years or a client. Waived only works if I am really giving something for free or for less. Well-known only uses a name or trend I mentioned, and never suggests that person endorses me. Keep any limit I gave beside the result it belongs to. If I say stop, end without another question. FINAL OUTPUT Final check: keep the measurement period beside every result in each hook, including the chosen hook and any shorter revision. Put the numbered list from Step 4 in one code block. After I choose, give me one code block with exactly this inside it: MY HOOK: [the hook I chose] THE W'S IT USES: MY IDEA: [my idea in one line] FORMAT: Keep every question outside the boxes. Outside the box, say in one line that I can keep this for the next step. Then ask the short question from BEFORE YOU START about what I would like to change, and stop. If I ask for a change, give me the full new version in one code block.

You're done when:

You have chosen a true hook that fits your format.

Why this works

Use only W's that honestly fit your idea.

My A $0 Investment That Doubles Your AI Results hook combines Waived, Want and Weird.

Worry means the reader's worry. My 'I've never been this nervous for an event before' opening was Weird and Well-known.

Waived needs something valuable offered free or for much less than it is worth. Well-known needs a name or trend you are honestly connected to.

See my example

Step 2: Build the body and land one insight

You get: Your hook, Build and one Insight line in your format.

Build the body and land one insight

Scroll to read the whole box. Copy includes all the text.

Job of this box: help me build the body of one piece of content under my hook, and land the one insight I want people to remember. Ask me one question at a time, and wait for my answer. BEFORE YOU START (read this first, then follow everything below the line) 1. Check what you already know about me. Look in your memory, in this project's files or my second brain if you can see one, and at anything earlier in this chat. Use what you find. Tell me in two or three lines what you found, then ask me only for what is still missing. 2. Tell me I can talk my answers instead of typing them, by voice note or the microphone on my keyboard. Long, messy answers are fine. Pull out what you need. 3. Use only what is true about me. Never make up numbers, results, prices or testimonials about me. If you need something I have not given you, ask me. 4. If this chat gets so long that you start losing track of my details, say so. Then give me a short summary of my details that I can paste into a new chat. 5. When you give me the finished piece, end with one short question asking what I would like to change. If I tell you, make the change and give me the full new version. No long dashes in anything I will use. If you find notes about a business, check with me that they are about my own business before you use them. Use aliases and remove identifying combinations of details for any client or private person. Leave out phone numbers, emails and private information. ---------- [PURPOSE] This step comes from the Content Anatomy in my coach Marc Teo's Magnetic Content method: Hook, Build, Insight, Invite, the same skeleton in every format. The Build is the body, which can be a story (mine or a client's), a list, or steps. The Insight is the final payoff: the one line people remember even if they forget everything else. In a written post the Build is the body. In a short video or a YouTube video it is the middle. In a carousel it is slides 3 to 8, and the Insight is slide 9. The finished piece is my hook, Build and Insight. The Invite comes in the next box. I should have it within about four of your replies. [ROLE] You are a warm content coach who writes in my voice, plainly and warmly. A good Build is real and easy to follow, and every part leads to the Insight. A bad Build lectures, pads, invents details, or ends without one clear line to remember. STEP 1. If my hook and idea are already in this chat, use them. If not, ask: "Paste your hook and your idea, and tell me the format: a written post, a short video, a YouTube video or a carousel." STEP 2. Ask: "Which Build fits best: a story, a list, or steps? Then tell me the story or the points. Long and messy is fine." STEP 3. Ask: "Do you already have the one line you want people to remember? Type skip and I will suggest two from your own words." If I type skip, suggest two Insight lines built only from what I said, numbered, and ask which one I will use. Wait for a number or my own line. STEP 4. Give me the final output. If I say I don't know, not sure, maybe or I haven't decided, suggest one answer built only from my words, mark it (suggested), and move on. Never turn it into a decided fact. Before every question, check whether my earlier answers in this chat already tell you. If they do, use them and do not ask again. If I paste a link or name a file, only claim you read it if you can actually open it in this chat. If you cannot, ask me to paste the part you need. RULES Use only what I tell you. Never invent a result, a number, a quote, a client or a detail of a story. A result I hoped for is not a result I got. If one thing happened after another, do not say it was caused by it. If I gave a limit on a result, such as one client only or not measured yet, keep it beside the result. Use quotation marks only around words I said someone actually said or wrote. Keep my hook exactly as I chose it. Share what I learned rather than telling the reader what they must do. Write in full, warm sentences, and keep it as short as the idea allows. Do not add the Invite yet. If I say stop, end without another question. FINAL OUTPUT Give me one code block, the grey box with a Copy button, with my piece in its format and nothing else inside it: For a written post: the hook, the body, and the Insight as its own line near the end. For a short video or a YouTube video: HOOK, then BUILD as a short script, then INSIGHT. For a carousel: SLIDE 1 to 2 (hook), SLIDES 3 to 8 (build, one point per slide), SLIDE 9 (insight). If a true fact is missing, leave a clear [blank] inside the piece. Keep every question outside the box. Outside the box, say in one line that the next box adds the Invite. Then ask the short question from BEFORE YOU START about what I would like to change, and stop. If I ask for a change, give me the full new piece in one code block.

You're done when:

Your Hook and Build lead to one clear Insight.

Why this works

Choose a story, your own or a client's, a list, or steps.

Share what you learned or did, rather than telling people what they must do.

Land one Insight people remember. My panel story leads to focusing on who you will impact.

For carousels, the hook uses one or two slides. The Build uses roughly slides 3 to 8.

The Insight goes on slide 9.

For a video, put the Build in the middle and the Insight near the end.

See my example

Step 3: Add one soft invite, then read it out loud

You get: Your finished piece, a soft invite and a short truth check.

Add your invite and finish the piece

Scroll to read the whole box. Copy includes all the text.

Job of this box: help me add one soft invite to my piece of content and give me the finished piece, ready to read out loud and post. Ask me one question at a time, and wait for my answer. BEFORE YOU START (read this first, then follow everything below the line) 1. Check what you already know about me. Look in your memory, in this project's files or my second brain if you can see one, and at anything earlier in this chat. Use what you find. Tell me in two or three lines what you found, then ask me only for what is still missing. 2. Tell me I can talk my answers instead of typing them, by voice note or the microphone on my keyboard. Long, messy answers are fine. Pull out what you need. 3. Use only what is true about me. Never make up numbers, results, prices or testimonials about me. If you need something I have not given you, ask me. 4. If this chat gets so long that you start losing track of my details, say so. Then give me a short summary of my details that I can paste into a new chat. 5. When you give me the finished piece, end with one short question asking what I would like to change. If I tell you, make the change and give me the full new version. No long dashes in anything I will use. If you find notes about a business, check with me that they are about my own business before you use them. Check whether the thing I invite people to is ready now or coming later. If it is coming later, say early access once it is out, never that people get it straight away. ---------- [PURPOSE] This is the last part of the Content Anatomy in my coach Marc Teo's Magnetic Content method: the Invite, a soft call to action. Marc puts one in whenever he can, often as a P.S., because people always read it. A good invite is easy to do and worth doing: one simple action, and a clear reason to care. In a written post it is the last line or a P.S. In a short video it goes in the caption. In a YouTube video it is the end. In a carousel it is slide 10. The finished piece is my whole piece with one invite. I should have it within about four of your replies. [ROLE] You are a warm content coach. A good invite is one small, clear next step, such as replying with a word, reading another post or joining a list, with a true reason to do it. A bad invite asks for three things at once, pushes hard, or promises something that does not exist yet. STEP 1. If my piece from the last box is already in this chat, use it. If not, ask: "Paste your piece: the hook, the body and the one line you want remembered, and tell me the format." STEP 2. Ask: "What is the one easy next step you want people to take, and what do they get from it? Type none if this piece should have no invite." If I am not sure, suggest one invite built only from what I told you, mark it (suggested), and move on. STEP 3. Give me the final output. If I say I don't know, not sure, maybe or I haven't decided, suggest one answer built only from my words, mark it (suggested), and move on. Never turn it into a decided fact. Before every question, check whether my earlier answers in this chat already tell you. If they do, use them and do not ask again. If I paste a link or name a file, only claim you read it if you can actually open it in this chat. If you cannot, ask me to paste the part you need. RULES Keep my hook, body and Insight exactly as they are, unless I ask for a change. Use one invite only. Never invent a price, a deadline, a number of places, a bonus or a result. If something I invite people to is not ready yet, say so honestly. If I type none, give me the piece without an invite. If I say stop, end without another question. FINAL OUTPUT Give me one code block, the grey box with a Copy button, with only my finished piece inside it, ready to post: the hook, the Build, the Insight and the one invite, in my format. Then, outside the box, give me a short TRUTH CHECK of no more than four lines: any [blank] or (suggested) part still to fill or confirm, any claim I should be able to show proof of, and this reminder: read it out loud once before you post, and change any line that does not sound like you. Then ask the short question from BEFORE YOU START about what I would like to change, and stop. If I ask for a change, give me the full new piece in one code block.

You're done when:

You have read your finished piece aloud and checked it before posting.

Why this works

Make one action easy and worth doing. Use a P.S., short-video caption, YouTube ending or final carousel slide.

People read a P.S. My example's event has passed.

Read your piece aloud and change lines that do not sound like you.

For carousels, get a separate check and approve the words. Then follow the Canva steps: https://carouselworkflow.marcteo.com

For invites to stories or your list, see Daily Lead Machine: https://dailyleadmachine.marcteo.com

See my example

Want the thinking behind it?

Read first

Structure is the fourth stage of my Magnetic Content system. The hook matters enough to get its own step.

The Content Anatomy: one skeleton, every format

The Hook is the first thing people see, such as the first line of a written post.

It is a short video's first three seconds, or a YouTube video's thumbnail and opening.

For a carousel, it is the first one or two slides.

In a short video, both the screen words and video count. Photos can help too.

The Build is the body. The Insight is the one valuable line you want people to remember.

The Invite gives people a soft next step, whenever you can include one.

Magnetic Hooks: the 5 W's

Weird surprises. Want names a desired outcome.

Worry names the reader's fear, mistake or pain.

Waived offers something valuable for free or for much less than it is worth. Well-known uses a trend or big name.

Stack two or three W's when each is true.

The three post types that do best

Transformation shares results and the journey, yours or a client's.

Leverage borrows from respected names and brands. Trending adds your take on a big story in your space.

Their pages sit after Step 3.

Library

Go deeper: the three post types that do best

Each of these has its own step-by-step page with Copy boxes. Pick the one that fits your next idea.

Transformation Post

Show your results and your journey, your own or a client's. It is my favourite post type. As I told my workshop room, do not just share your win. Share your journey towards getting there. Step by step: https://transformationpost.marcteo.com

Leverage Posts

Borrow trust from names, brands and events people already respect. When you are starting out, most people might not care about you yet, and that is fine. Step by step: https://leveragedposts.marcteo.com

Original examples

My post: I've never been this nervous for an event before (serious).17 April 2026

Back to Step 2

I've never been this nervous for an event before (serious). In short, I was invited to be a panelist at the Asia Professional Speakers Association Convention 2026. It's a room full of people I genuinely look up to, respect, and admire, and if you told me a year ago I'd be on this panel, I wouldn't have believed you. When I was first invited, I caught myself starting to overthink. How will I come across? What if I say something stupid? What if I'm the weakest person up there? But I started reminding myself the same thing I've shared with my clients for years. ✅ Stop focusing on yourself: focus on WHO you'll impact. So that's what I'm going to do. Show up, share what I know, be honest about what I've done & learnt, and trust that the right people will get something from it. Super grateful to Shaen Yeo for the opportunity to share something I'm super passionate about! 💙 Anyone else here who might be attending the event too? Haha. P.S. If anyone likes to join, it'll be held on 1-2 May 2026 at Farrer Park Hotel! A lot of Asia's top key speakers, facilitators, & corporate trainers will be there. The photo has more details! P.S. The other thing I'm nervous about...I love wearing shorts but I know the room will be rather formal oops. Is it a must to wear pants for this one? hahah

The full post, word for word. Both P.S. lines are from that time, and the event has passed. I showed this post on my April 2026 workshop call when we talked about hooks.

Hook

The first line. It is a bit Weird, because I was being featured at an event and was still nervous, and a bit Well-known, because of the event.

Build

A story: the invitation, my overthinking, and what I reminded myself.

Insight

The line with the tick, the one line I want people to remember.

Invite

The first P.S., inviting people to the event. It is from that time.

My subject line: A $0 Investment That Doubles Your AI Results16 April 2026

Back to Step 1

Marc's Mentorship: A $0 Investment That Doubles Your AI Results

The subject line of my Marc's Mentorship email, word for word. The email itself is not shown.

My post that opened with: I don't really like Claude...8 March 2026

Back to Step 1

I don't really like Claude...

The opening line only, word for word. The rest of the post is not shown. On my April 2026 workshop call I showed it as a trending post, and said it got me a lot of engagements and comments.

The 5 W's, and two of my hooks, from my Magnetic Content workshop22 April 2026

Back to Step 1

[01:59:07] Marc T: So, number one, you want to surprise them with something unexpected. [01:59:12] Marc T: So, weird. [01:59:13] Marc T: So, first W is weird. [01:59:14] Marc T: Something of the ordinary. [01:59:16] Marc T: Surprise them with something unexpected. [01:59:18] Marc T: So, for example, if I say something like, I made $50,000 and I felt unhappy. [01:59:29] Marc T: Okay. [01:59:29] Marc T: It's a bit weird. [01:59:30] Marc T: Okay. [01:59:31] Marc T: Number two, want. [01:59:32] Marc T: I tapped into a burning desire outcome. [01:59:35] Marc T: So, my title is something that people might want. [01:59:38] Marc T: So, if you are someone who wants to make more money, have more freedom and enjoy your life, this is a quick tip. [01:59:46] Marc T: Okay. [01:59:46] Marc T: So, that is a want. [01:59:48] Marc T: Next one, worry. [01:59:49] Marc T: You call out a fear, a mistake, or a pain point. [01:59:52] Marc T: Okay. [01:59:53] Marc T: So, it's something that you might be worried or concerned about. [01:59:55] Marc T: Okay. [01:59:56] Marc T: So, for example, if you've ever felt overwhelmed, lost, or stuck in in your life, [02:00:00] Marc T: This is for you. [02:00:01] Marc T: Very simple. [02:00:02] Marc T: You're calling out the fear or mistake or pain point, okay? [02:00:05] Marc T: So this, I know the word is not something that we use all the time. [02:00:08] Marc T: It's like I wave it off for you. [02:00:10] Marc T: I wave off, which is I give you something very valuable for free. [02:00:15] Marc T: This is the one thing that took me 20 years to learn. [02:00:19] Marc T: I wrote, and it's not money all the time. [02:00:21] Marc T: You can say something, I paid $20,000 to learn these three tips. [02:00:26] Marc T: Or you can say I spent 10 years creating more than 2,000 pieces of content, and this is the biggest thing. [02:00:31] Marc T: That would help me succeed. [02:00:32] Marc T: Does it make sense? [...] [02:00:44] Marc T: And the last one is well-known. [02:00:45] Marc T: I borrow from a trending topic or a big name. [...] [02:01:21] Marc T: A $0 investment that doubles your AI results. [...] [02:01:43] Marc T: One subject line, I covered three. [02:01:45] Marc T: This one was one of my best subject lines, right? [02:01:48] Marc T: So, is all my subject lines so steady from people who know, right? [02:01:51] Marc T: So, even I need to practice and get better. [02:01:52] Marc T: But, basically, why this one did very well, you can see it's very obvious. [02:01:56] Marc T: I captured three things that hooks people. [02:02:00] Marc T: With $0, and people want to owe you something free, right, $0, doubles your AI results, and it's like, wah, it gives people the wah feeling, the very weird feeling. [...] [02:03:01] Marc T: I've never been this nervous for an event before. [...] [02:03:09] Marc T: Worries, they worry, not I worry. [...] [02:03:25] Marc T: Does it make sense? [02:03:25] Marc T: It's a bit weird, right? [02:03:27] Marc T: Like, wow, how come this is number one? [02:03:28] Marc T: I'm looking at a picture where it looks like you might be featured for an event, but you're nervous. [...] [02:03:37] Marc T: So the second thing is, in that is a bit of well-known. [02:03:41] Marc T: Okay? [02:03:41] Marc T: So I'm tapping a bit on well-known leverage, that type of stuff, right? [02:03:44] Marc T: So a bit of authority there. [02:03:45] Marc T: So that's why I did okay, right? [02:03:47] Marc T: It wasn't amazing, right? [02:03:48] Marc T: But you did okay.

My lines only, from the Magnetic Content workshop I taught my Inner Circle clients on 22 April 2026. Where you see [...], I left out lines in between. The recording garbled a few words, and I have left them as recorded.

The examples I give for each W are spoken examples of the shape, not claims about my own results. One client's line is left out, and so are a few of my lines where I gave a local word for the Waived W. When I say "wave it off", I mean the Waived W.

The Content Anatomy, from the same workshop22 April 2026

Back to Step 2

[01:56:51] Marc T: Then it's the body. [01:56:52] Marc T: Right? [01:56:53] Marc T: And the body could be story, your own story. [01:56:54] Marc T: could be a list of things or steps that you do. [01:56:56] Marc T: Okay? [01:56:57] Marc T: So, this is the body of your content. [01:56:58] Marc T: And for carousel, carousels... [01:57:00] Marc T: about slides three to eight, just FYI. [01:57:02] Marc T: Insight, and then what you're gonna do is, you create a hope, you share the stories, the steps, but you always want to have a final insight, a final perspective, or a final payoff. [...] [01:57:21] Marc T: Okay, so my insight is basically that one line that is valuable for people. [...] [01:58:05] Marc T: So this is that one line you want people to remember. [01:58:09] Marc T: Because why? [01:58:09] Marc T: They might forget everything you say, but if they can remember that one line of yours, that is what you want. [...] [01:58:19] Marc T: And then here, is there any call to action here? [01:58:22] Marc T: There isn't a call to action. [01:58:23] Marc T: Should I have put it? [01:58:24] Marc T: Maybe I should have put it. [...] [01:58:31] Marc T: So the invite is the call to action. [01:58:32] Marc T: So if any of you are not putting, don't be like me. [01:58:34] Marc T: Basically, I should have just put the usual P. [01:58:35] Marc T: PS if you want more stuff. [01:58:37] Marc T: But you should always put a soft invite if possible. [...] [02:04:27] Marc T: For videos, it's the first three seconds. [02:04:29] Marc T: Okay? [02:04:30] Marc T: It's the first three seconds. [02:04:31] Marc T: Both the text and the video itself.

My lines only, from the same workshop on 22 April 2026. Where you see [...], I left out lines in between. The recording garbled a few words, and I have left them as recorded.

"hope" is how the recording heard hook.

Takeaways

Use Hook, Build, Insight and Invite.
Stack W's only when each is true.
Land one line people remember.
Add a soft invite when possible, then read aloud.
Share your journey as well as the win.

Start today

Run all three steps on Monday's idea in one chat.

Explore Transformation Post at https://transformationpost.marcteo.com, Leverage Posts at https://leveragedposts.marcteo.com or Trending Posts at https://newsjacking.marcteo.com.

When the first four stages work, return for Scale: https://magneticcontent.marcteo.com

AI Implementation Toolkit

Download the AI Implementation Toolkit and open a new chat in your AI (ChatGPT, Claude or Gemini). Attach the file, type start and send it.

Download AI Implementation Toolkit (.md)