Adam Robinson’s $22M copywriting formula deconstructed

TLDR

• Adam Robinson used specific hook tactics to help scale his companies to over $22M in ARR.

• The secret isn't being a "better writer." It is "Hook Density."

• This means stacking multiple psychological triggers into the first two lines of your post.

• Most people use one trigger. Adam uses three to six.

• You can copy this by using the "6-Lever Checklist" below.

Adam Robinson helped build over $22M in ARR largely off the back of his LinkedIn posts.

He took a new SaaS called RB2B from $0 to $1M ARR in just 16 weeks.

Most founders think they have a content problem. They usually just have a hook problem.

Adam doesn't have a hook problem.

He has a system.

We broke down his top posts to find the specific mechanics he uses. It turns out he uses the same six tactics over and over again.

Here is the formula he uses to stop the scroll and how you can steal it for your next post.

What is hook density?

The mistake most people make is they try to write a "catchy" line and stop there.

They might ask a question or state a fact.

Adam operates differently. He stacks multiple psychological triggers into a single sentence. We call this Hook Density.

Average writers use one lever. Great writers pack three to six levers into the first two lines.

This density makes the content feel urgent, credible, and impossible to ignore.

Here are the six levers he uses to do it.

The 6 hook levers

You will see these show up repeatedly in Adam's best-performing content.

1. Social proof

This answers "why should I listen to you" instantly.

If a stranger sees your post in their feed, they need a reason to trust you. Adam often opens with lines like "I bootstrapped a startup from $0 to $1M in 16 weeks."

It creates immediate authority.

2. Story-based framing

Humans love stories. We hate dry statements.

Instead of saying "Here is how to grow," Adam uses a narrative structure. He mentions a past achievement, a current situation, and a new challenge.

This creates tension. You want to see how the story ends.

3. Specific numbers

Vague claims get ignored. Specific numbers get read. Adam fills his hooks with concrete data.

• 16 weeks

• $10M ARR

• 7 steps

• 3 times

Specificity makes the claim feel real. It signals that you aren't just guessing.

4. Bold stance or prediction

Safe opinions are boring.

Adam takes confident positions that force you to pick a side. He might say "I don't disagree, but I think their reasoning is wrong" or "Here is exactly how I will scale to $10M with a tiny team."

This signals conviction. It also drives comments from people who agree or disagree.

5. Lists and frameworks

This promises a tangible takeaway.

When you see "Here is my 7-step playbook," you know you are going to get something useful.

It makes the content feel "save-worthy." You aren't just reading an opinion. You are getting a system.

6. Open loops

This is the cliffhanger.

An open loop creates a question in the reader's mind that can only be answered by clicking "see more."

It might be a colon at the end of a sentence or an implicit question like "How did he do that with such a small team?"

Curiosity is the strongest driver of clicks.

How to use the checklist

You don't need to be a professional copywriter to do this. You just need to follow a process.

Most founders write a post and hit publish.

The winning workflow is different. You write the post, then you spend five extra minutes obsessing over the first two lines.

Use this checklist to audit your hook before you post.

The 6-Lever Hook Checklist

• Social Proof: Did I establish why I am credible?

• Story: Is this framed as a narrative or just a tip?

• Numbers: Did I use specific data, money, or timeframes?

• Bold Stance: Am I saying something confident or polarizing?

• Framework: Did I promise a clear list or system?

• Open Loop: Did I leave a question unanswered to force the click?

The goal is density

You don't need all six levers in every single post.

But you should aim for at least three.

A weak hook might just use a list. "Here are 3 tips for sales."

A dense hook stacks them. "I scaled to $1M in 16 weeks (Social Proof + Numbers) using this exact outbound framework (Framework)."

That is the difference between a post that gets scrolled past and one that drives revenue.

If you start designing dense hooks like this, your existing ideas will start performing significantly better without you changing the core subject matter.

You just need to get them through the front door.

Check out the full newsletter for more deep dives like this. And if you want to see how other companies are building content engines, read our breakdowns on Salesforge's 500 demos/month strategy or the LinkedIn pipeline playbook.