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.
Every hook must be traceable to a specific research element. No invention—only discovery.
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.
Before extracting, know what you're looking for:
| 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?" |
| 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" |
Read agent/files/research/{brand}_research.md
You MUST extract from EVERY section. No exceptions.
Extract:
Example:
"AI-powered mortgage brokerage, 350+ lenders, rates from 4.19%, 24-48 hour approvals"
Extract:
Example:
- AI-Powered Intelligence
- Rapid Approval (24-48 hours)
- 350+ institutional + 150+ private lenders
- 24+ specialized loan products
Extract:
Example:
- 4.8/5 rating, 856 reviews
- FSRA Licensed #M20003023
- $547.5K purchase closed in 24 hours (Oshawa)
- $2M construction deal (Vaughan)
Every product is a potential hook for a specific audience.
Extract:
Example:
RESIDENTIAL:
- Bank Decline Financing → hook for rejected borrowers
- 120% LTV Owner-Occupied → surprising high leverage
- Non-Resident Mortgages → new Canadians hook
- Rush Closing 24-48 hours → urgency hook
SPECIALIZED:
- BRRR Strategy Loans (72-hour funding) → investor hook
- Fix & Flip Financing → investor hook
- Power-of-Sale Financing → rescue/urgent hook
- Bridge Loans → timing gap hook
COMMERCIAL:
- No Personal Guarantee (up to $1M) → risk-reduction hook
- CMHC Multi-Family (95% LTV) → leverage hook
Extract:
Example:
- "Slow bank approvals" → 24-48 hour turnaround
- "Bank rejection" → Bank-decline rescue financing
- "Self-employed income" → No-income verification options
Extract:
Example:
- "Got approved in just 2 days with a great rate" — Sarah M.
- "AI search helped me understand all my options" — John D.
Extract:
Example:
"Confident yet accessible, professional but approachable, results-oriented"
Extract:
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 →"
For EACH segment extract:
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"
STOP. Before writing ANY hooks, verify you have extracted from:
If any checkbox is unchecked, go back and extract from that section.
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.
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?]
Benefits over features:
Direct address ("You"):
Specificity:
Empathy first:
Their language:
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)
Keep to 1-2 sentences.
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.
Before finalizing, verify diversity:
Cover at least 3 of these territories:
If variety is lacking, return to Step 2 and find different research elements to match.
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]
Quality over quantity. Each hook must pass all validation checks.
Before each hook is complete, verify:
If any answer is no, revise or replace the hook.
Skipping Products/Services or Proof Points because they seem "obvious." Every section has hook potential.
Writing hooks that could work for any competitor. Use specific proof points to make it OWNED.
Starting with a formula and filling in blanks. Start with research elements, then match to types.
Only using Pain Points section. Testimonials, Products, and Value Props often contain stronger hooks.
Creating claims that aren't in the research. If you can't cite the source, don't use it.
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.
Category:business