—— Any Stage · Start The Craft ——
Hook, Value, Ask
Creating compelling Instagram captions — the craft that makes everything else work.
Who it's for: any photographer, at any stage. Whether you've posted once or a thousand times, the craft of a good caption is exactly the same.
£35
Secure Checkout Via Podia
The Problem
Everyone's using AI to write their captions now. And nearly everyone's getting back the same thing: competent, polite, beige. The kind of caption that could belong to any photographer, anywhere.
Here's why. AI hands back exactly what you hand it. If you can't tell a good caption from a fine one, neither can it — for you.
Before photography, I spent fifteen years as a journalist — reporter through to chief reporter, sub-editing at The Times and the international edition of The Observer, then running Metro's digital editions. Writing hooks, cutting flab and earning the reader's next sentence was my paid job long before Instagram existed.
This course is that craft, handed over. In about 35 minutes.
What it Is
Hook, Value, Ask teaches you the anatomy of a caption that actually lands — so you can look at any caption, yours or an AI's, and see in seconds whether it works.
The framework is simple enough to remember forever. Every caption has ONE of four jobs — inform, entertain, connect, or sell — chosen before you write a word. And every caption runs on the same three-part spine: the hook earns the scroll-stop, the value earns the read, the ask earns the action.
Then I show you the receipts. Real captions from my own account, taken apart line by line — the wins AND the flops. My best post of the year was a personal story that did no selling at all. My worst was a generic “book me this summer” reel that earned five views. Five. You'll see exactly why, and you'll never write that caption again.
You leave with a swipe file of proven hook patterns, a test to run on every caption before you post it — and one caption of your own, rewritten today, that's properly good.
35 minute video lesson — taught through real posts, not theory
4 jobs every caption picks from before you write a word
3 part spine: hook, value, ask
What You Will Walk Away With
A test you'll run on every caption, forever.
The four-jobs framework — so every caption knows what it's for before you write a word.
The hook-value-ask test — run it on anything, including what AI hands you, and see in seconds if it works.
A swipe file of proven hook patterns to start from, forever.
One of your own captions, rewritten today — good enough to post, and good enough to teach your AI what “sounds like me” actually means.
—— How it works ——
Watch, rewrite, post
Buy the course
You'll get the video lesson and the full teaching guide with every caption taken apart in colour.
Watch the lesson
About 35 minutes, taught through real posts, not theory.
Pick one of your own captions and rewrite it
Using the four jobs, the spine, and the swipe file. This is the bit where it clicks.
Post it
And keep the test in your back pocket for every caption you (or your AI) write from now on.
—— Before You Ask ——
Great Questions, Honest Answers
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No — this is a craft course, and the craft works whether you write by hand or with AI. But if you do use AI, this is the skill that turns it from a beige-copy machine into a genuinely useful assistant.
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About 35 minutes for the lesson, then however long your rewrite takes. Most people are done inside an hour.
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The opposite, I hope. The whole point is that you stop staring at a blank caption box. Once a caption has one job and a spine, the writing gets dramatically easier — that's not a personality transplant, it's just craft.
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The words still do the converting. A reel gets the eyes; the caption (and the hook on screen) turns eyes into enquiries. This craft covers both.
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Every example is a real post from my own account, with its real results — the good and the genuinely embarrassing. Nothing I teach I haven't done myself.