Ad Creative Design and Copy

Creative Frameworks

Hook-Story-Offer (HSO)

The most versatile framework for social media ads, especially video:

1. Hook (0-3 seconds) — Stop the scroll. Make the viewer feel seen or curious.

   • Call out the audience: "Founders spending $10K+/month on ads..."
   • State a contrarian claim: "Your landing page is killing your ROAS"
   • Show an unexpected visual: Before/after, pattern interrupt

2. Story (3-30 seconds) — Build connection through narrative.

   • Your own transformation story
   • A customer's journey from problem to solution
   • A relatable scenario the audience has experienced
   • Key: specificity sells. "I went from 2% conversion to 8.4% in 3 weeks" beats "I improved my results"