Generates conversion-focused ad copy through research-first extraction. Creates unique hook concepts by mining EVERY section of the research document. Use when creating Meta ads, conversion campaigns, or scroll-stopping copy.
Generates conversion-focused ad copy through research-first extraction. Creates unique hook concepts by mining EVERY section of the research document. Use when creating Meta ads, conversion campaigns, or scroll-stopping copy.
metadata
{"author":"DV0x"}
Research-First Hook Methodology
Every hook must be traceable to a specific research element. No invention—only discovery.
Core Philosophy
Research first. Every hook has a SOURCE.
The best hooks aren't constructed from templates.
They're extracted from what the brand has already proven, said, or delivered.
If you can't point to where it came from in the research,
it's invention. Invention is weak. Discovery is strong.
The 10 Hook Types
Before extracting, know what you're looking for:
Attention Hooks (Stop the Scroll)
Type
Purpose
Example Pattern
Question
Challenge assumption
"What's the biggest mistake you're making?"
Surprising Stat
Unexpected number
"90% of banks reject self-employed applicants"
Pattern Interrupt
Break expectations
Unexpected statement that contradicts normal
Controversial
Challenge belief
Question something everyone accepts
Direct Address
Call out situation
"Self-employed? Bank said no?"
Desire Hooks (Drive Clicks)
Type
Purpose
Example Pattern
Social Proof
Credibility through numbers
"16,000+ Canadians switched and saved"
Problem-Solution
Name pain, offer relief
Pain statement → Solution hint
Contrast
Show gap
"[Bad thing] vs. [Better thing]"
FOMO/Urgency
Scarcity, pressure
Limited time, competitive pressure
Curiosity
Tease hidden info
"What your bank isn't telling you"
Step 1: EXTRACT (Read EVERY Section)
Read agent/files/research/{brand}_research.md
You MUST extract from EVERY section. No exceptions.
Example:
- "Got approved in just 2 days with a great rate" — Sarah M.
- "AI search helped me understand all my options" — John D.
FROM: Brand Voice
Extract:
Tone to match in hook writing
Words/phrases to use or avoid
Example:
"Confident yet accessible, professional but approachable, results-oriented"
FROM: Their Messaging
Extract:
Headlines, taglines they already use (starting points)
CTAs they use
Key phrases they repeat
Example:
- Headline: "Canada's First Lending Hub"
- Tagline: "Not Just Rates. Real Loans for Every Property Type."
- CTAs: "Apply Now", "Start My Deal", "Get started →"
FROM: ICP Segments (EACH segment separately)
For EACH segment extract:
WHO they are
PAIN POINTS (verbatim language)
MOTIVATIONS (immediate + deeper)
LANGUAGE they use
Example - Segment 1 (Complex Residential Borrowers):
WHO: Self-employed, business owners, rejected by banks
PAIN: "bank doesn't understand my income", "rejected multiple times"
MOTIVATION: Feel validated, access same opportunities as W-2 employees
LANGUAGE: "self-employed", "bank said no", "complicated income"
Example - Segment 2 (Real Estate Investors):
WHO: BRRR, fix-and-flip, portfolio builders
PAIN: Banks too slow, need creative financing
MOTIVATION: Build wealth, financial freedom
LANGUAGE: "BRRR", "fix and flip", "bridge loan", "LTV"
Example - Segment 3 (Underserved Homebuyers):
WHO: New Canadians, first-time buyers, urgent situations
PAIN: Don't qualify, feeling excluded
MOTIVATION: Canadian dream, stability, prove they belong
LANGUAGE: "new to Canada", "first home", "credit issues"
Extraction Checklist
STOP. Before writing ANY hooks, verify you have extracted from:
The Offer — Core promise, key numbers
Key Value Props — ALL differentiators listed
Proof Points — ALL stats, ratings, real deals
Products/Services — EVERY product category, unique offerings noted
Pain Points Addressed — ALL pain + solution pairs
Testimonials — ALL customer quotes
Brand Voice — Tone noted for calibration
Their Messaging — Headlines, taglines, CTAs captured
ICP Segment 1 — WHO, PAIN, MOTIVATION, LANGUAGE
ICP Segment 2 — WHO, PAIN, MOTIVATION, LANGUAGE (if exists)
ICP Segment 3 — WHO, PAIN, MOTIVATION, LANGUAGE (if exists)
If any checkbox is unchecked, go back and extract from that section.
Step 2: MATCH (Research Element → Hook Type)
For each extracted element, identify which hook type it best serves:
Research Element
Best Hook Type
Why
"4.8/5, 856 reviews"
Social Proof
Credibility through numbers
"24-48 hours vs. 3-6 weeks"
Contrast
Clear before/after
"bank said no"
Direct Address
Customer's exact words
"$547.5K closed in 24 hours"
Surprising Stat
Specific, unexpected
"350+ lenders"
FOMO/Access
More options than competitors
"AI-powered"
Curiosity
Technology intrigue
"Self-employed rejection"
Problem-Solution
Pain + relief
"Bank Decline Financing" product
Direct Address
Names the situation
"BRRR Strategy Loans" product
Direct Address
Investor terminology
Match at least 3-5 research elements to hook types before constructing.
Step 3: CONSTRUCT (Build Hooks)
For each hook, use this structure:
HOOK TYPE: [Which type from the 10]
SOURCE: [Which research section + specific element]
TARGET: [Which ICP segment, or "General"]
HOOK: [The actual headline — under 10 words ideal]
WHY IT WORKS: [Psychology — pattern interrupt? self-reference? open loop?]
Construction Principles
Benefits over features:
"Get approved in 48 hours" not "Fast processing"
Direct address ("You"):
Make it personal, use identity markers
Specificity:
"350+ lenders" not "many options"
Exact numbers from Proof Points
Empathy first:
Acknowledge struggle before offering solution
Their language:
Use verbatim phrases from ICP sections
Example Construction:
HOOK TYPE: Contrast
SOURCE: Value Props ("24-48 hour approval") + Pain Points ("banks take 3-6 weeks")
TARGET: Complex Residential Borrowers
HOOK: "Banks take weeks. We close in 48 hours."
WHY IT WORKS: Pattern interrupt (unexpected speed) + Tension (bad vs. good)
Step 4: BODY + CTA
Body Formula
Expand the hook's promise (don't repeat it)
Add ONE proof element not in the hook
Bridge to CTA
Keep to 1-2 sentences.
CTA Formula
Action Verb + Implied Outcome
Weak CTA
Strong CTA
"Learn more"
"See your options"
"Apply now"
"Get your answer"
"Contact us"
"Talk to someone who gets it"
"Get started"
"Find your lender"
The CTA should feel like the natural next step, not a demand.
Step 5: VARIETY CHECK
Before finalizing, verify diversity:
Hook Types Used
At least 3 different hook types represented
Not all questions, not all stats
Research Sections Used
Not all hooks from Pain Points
Proof Points used in at least 1 hook
Products/Services referenced in at least 1 hook
Value Props featured in at least 1 hook
ICP Segments Covered
If multiple segments exist, hooks address different ones
Not all hooks targeting same persona
Emotions Triggered
Cover at least 3 of these territories:
Fear / Protection (what they might lose)
Hope / Aspiration (what becomes possible)
Frustration / Anger (what's unfair)
Relief / Comfort (burden lifted)
Pride / Identity (being seen)
Curiosity / Intrigue (hidden information)
If variety is lacking, return to Step 2 and find different research elements to match.
Output Format
Write to: agent/.claude/skills/hook-methodology/hook-bank/{brand}-{YYYY-MM-DD}.md
# [Brand Name] - Hook Bank**Date:** YYYY-MM-DD
**Hooks Generated:** [number]
## Brand Colors- Primary: #hex
- Secondary: #hex
- Accent: #hex
## Research Elements Used
[List which sections were mined for each hook]
---
## Hook 1**Type:** [Hook type from the 10]
**Source:** [Research section + specific element]
**Target:** [ICP segment or "General"]
**Hook:** "[The headline]"
**Body:** [1-2 sentences]
**CTA:** [Action + outcome]
**Psychology:** [Why it stops scroll + drives click]
## Hook 2
[Same structure]
## Hook 3
[Same structure]
[Continue for each hook — default 3, or as specified by user]
---
## Variety Verification- Hook Types Used: [list]
- Research Sections Used: [list]
- ICP Segments Covered: [list]
- Emotions Triggered: [list]
Hook Volume
Default: Generate 3 hooks
User-specified: Generate the number requested
Quality over quantity. Each hook must pass all validation checks.
Validation Checklist (Final Pass)
Before each hook is complete, verify:
Is it TRACEABLE? — Can you point to the exact research element?
Is it OWNED? — Could a competitor use this by changing the logo?
Is it FELT? — Does it name an emotion, not just a fact?
Is it CLEAR? — 3 seconds or less to understand?
Is it THEIRS? — Uses their words, their world?
If any answer is no, revise or replace the hook.
Common Failure Modes
The Skip Trap
Skipping Products/Services or Proof Points because they seem "obvious." Every section has hook potential.
The Generic Trap
Writing hooks that could work for any competitor. Use specific proof points to make it OWNED.
The Template Trap
Starting with a formula and filling in blanks. Start with research elements, then match to types.
The Pain-Only Trap
Only using Pain Points section. Testimonials, Products, and Value Props often contain stronger hooks.
The Invention Trap
Creating claims that aren't in the research. If you can't cite the source, don't use it.
Remember
Mine the research. Every hook must be traceable.
The goal is not to be clever.
The goal is to find what the brand has already proven
and frame it in a way that stops the scroll.
If you can't point to where it came from, start over.
