hook-writing
Hook Writing
This resource writes psychologically-driven hooks that stop the scroll, trigger an emotional response, and pull people into the creative.
A hook's only job is to make someone stop and watch (or read). It does this by triggering a psychological or emotional response in the first 1–3 seconds. Boring hooks lose the viewer instantly. Great hooks feel like the content was made specifically for them.
Before You Write: Required Inputs
To write great hooks, you need:
- Product — What is it? What does it actually do?
- Pain or Desire — What specific pain does it solve, or desire does it fulfill? (If using Creative Strategy Engine, this is already mapped)
- Persona — Who are you talking to? Their specific life context matters.
- Awareness Stage — Where is this audience in their journey? (See below)
- Format — Is this a video hook (spoken/visual) or text hook (static/caption)?
- Quantity — How many hooks do you need?
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Strategic framework for mapping pain/persona intersections and messaging angles. Defines the structure for organizing creative strategy, not the tactics for execution. Use this when planning an organizational or systematic approach to creative strategy, or when a user provides a product and wants to define messaging angles, write strategic hooks, or execute ads in visual formats defined by awareness and decision stages.
194creative-mechanics
A library of creative mechanics — the structural patterns that define how an ad constructs meaning between its hook, visuals, and narrative. Use this whenever designing ad concepts, briefing creative, or trying to explain why a specific ad works beyond just its hook or format. Trigger when a user describes an ad they saw and wants to understand or replicate what made it work, when building a creative concept from a messaging angle, or when execution needs more than a hook and a format — it needs a structural idea. Creative mechanics sit between hooks and visual formats in the Creative Strategy Engine: hooks say what, formats show how, mechanics define the cognitive or emotional mechanism that makes the concept land. Always pair with Hook Writing for opening line execution and Hook Tactics for tactic classification.
191visual-formats
A reference library of 45+ visual ad formats for Meta and paid social, each with a definition, funnel stage guidance, and medium (video/static/both). Use this whenever choosing how an ad should look and feel, building out a creative concept, writing a creative brief, or deciding which format best serves a messaging angle and awareness stage. Trigger when the user asks "what format should this be," "how should we execute this," "give me concept ideas," or any time a creative concept needs a production structure. Always pair with creative-mechanics to fully flesh out the concept — format defines the vessel, mechanic defines the cognitive move inside it. Either can come first; they work in both directions.
182hook-tactics
Reference library of 35+ hook and headline tactic types. Use this when a user asks for hooks organized by tactic, wants to know which tactic to use for a given situation, or requests hooks "by tactic type." This defines what each tactic is and when to deploy it. Always pair with hook-writing for execution — tactics define the frame, psychological triggers are the mechanism inside the frame.
181brand-intake
Runs a structured brand intake interview and then conducts web research to build a comprehensive brand context document. Use this whenever the user says they're working on a new client, wants to build brand context, or says "run brand intake", "conduct brand research" or "build brand context for [brand]". Also trigger when the user starts a creative strategy workflow for a brand that doesn't yet have a context document in the project. This must run BEFORE any Creative Strategy Engine, Hook Writing, or other execution work — it is the prerequisite context layer for all downstream creative strategy.
179review-audit
Analyzes positive customer reviews to surface deep customer insights for ad copy. Use this whenever a user provides customer reviews and wants to understand their customers better, extract VOC (voice of customer), find ad-ready language, or build messaging strategy from real customer language. Trigger for any request involving "analyze these reviews," "what are customers saying," "find insights in these reviews," "VOC analysis," or any variation of wanting to mine customer reviews for creative strategy inputs. Output is always organized by product (if multiple), and surfaces five buckets of insight: pain points, trigger moments, objections, transformations, and standout language.
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