Copywriting

How the KLT Framework Turns Ordinary Stories into Conversions

A breakdown of a high-converting sales hook using the Know–Like–Trust (KLT) framework - why it works, how to adapt it, and where to deploy it.

Dan Gamito

• 2 min read

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This is one of the simplest and most reliable ways to build trust quickly with your audience — especially in cold traffic environments.

The Know-Like-Trust (KLT) framework works because it mirrors how humans actually form relationships. You earn someone’s attention by showing them who you are, you keep their attention by being emotionally relatable, and you convert that attention into sales by demonstrating trustworthiness and transformation.

Below is a real sales hook I wrote for a culinary education brand - used as a TikTok ad, landing page intro, and email campaign opener.

Original KLT Script

KNOW (Who is this?)

I’m a classically trained chef, and I’ve spent the last 20 years helping people become more confident in the kitchen.

LIKE (Why should I care?)

But honestly? I used to be a terrible teacher. I thought if I just taught people to use better ingredients or follow better recipes, they’d get better results. But that wasn’t the problem.

TRUST (What transformation do you offer?)

The problem most home cooks have is fear. Fear of wasting time. Fear of doing it wrong. Fear of being judged. And the solution isn't more tips, or a new expensive knife, or a better "meat of the month" subscription box. It was a system for building any home cook's confidence, one tiny win at a time. That’s what we teach now. And it works.

Why This Hook Converts

  1. It leads with identity, not hype.
    The speaker opens with credibility - a trained chef, with 20 years of experience. But there’s no bragging. Just grounded authority.
  2. It shows vulnerability and evolution.
    People love transformation arcs. By admitting they used to get it wrong, the speaker becomes instantly more relatable — and more trustworthy.
  3. It reframes the problem.
    The insight about fear is emotional, true, and disarming. It takes the conversation out of "features and recipes" and into what’s actually blocking people.
  4. It introduces the offer without hard-selling.
    “That’s what we teach now. And it works.” Simple, calm, and quietly confident. No shouting. Just clarity.

Where You Can Use KLT Hooks

  • Cold traffic video ads (TikTok, Reels, YouTube Shorts)
  • Landing page hero intros
  • Lead gen emails
  • Webinar intros
  • About page bios

They work best when:

  • You’re selling something personal or transformational (courses, coaching, lifestyle brands)
  • You need to earn trust quickly
  • You want to disarm skepticism without sounding like a try-hard

Want Help Writing Yours?

This is one of the fastest, lowest-cost ways to improve conversion on top-of-funnel assets. If you want help crafting your own KLT hook - or applying this framework to your next launch, email me or reach out here.