Step 1 · ATTRACT
Purpose: Capture and organise your drafted hooks in one place, grouped so a test result tells you what you learned. Fill it as you draft, then cut it down to the survivors you will actually run.
When to run it: at the start of any ATTRACT campaign, or whenever a channel’s click-through rate drifts below benchmark.
Inputs (from your Foundation Blueprint):
- Customer Avatar segment:
________________ - Awareness stage of that segment:
________________(Unaware / Problem-aware / Solution-aware / Product-aware / Most aware) - Channel you are targeting:
________________ - Unique Mechanism it leans on:
________________ - Brand Voice adjectives:
________________
Step A — Map awareness to angle
Fill the angle you will reach for first, given where this segment stands. The middle column is given; you fill the right.
| Awareness stage | Angle that fits (from the Hook Grid) | Your chosen angle for this segment |
|---|---|---|
| Unaware — doesn’t yet feel the problem | Story, contrarian | ________________ |
| Problem-aware — feels the pain, not the solution | Pain-focused | ________________ |
| Solution-aware — knows solutions exist, not yours | Curiosity, authority | ________________ |
| Product-aware — knows you, not yet convinced | Benefit, authority, urgency | ________________ |
| Most aware — ready, needs a reason now | Urgency, direct offer | ________________ |
Step B — Draft the hook bank
One row per drafted hook. Work the Hook Grid: pick an angle, name the Foundation source it leans on, the emotional trigger it reaches for, then write the hook made native to the channel and format (written or visual). Draft 10–15 before you cut.
| Angle | Leans on (Foundation source) | Emotional trigger | Channel | Awareness stage | Format | The hook, made native | Keep? |
|---|---|---|---|---|---|---|---|
__________(Pain / Benefit / Curiosity / Authority / Contrarian / Story / Urgency / How-to) | __________(avatar pain, dream, belief, mechanism, proof…) | __________(frustration, desire, intrigue, trust, surprise…) | __________ | __________ | __________(written / image / video open) | ________________________(the specific line or visual concept) | ____ |
__________ | __________ | __________ | __________ | __________ | __________ | ________________________ | ____ |
__________ | __________ | __________ | __________ | __________ | __________ | ________________________ | ____ |
__________ | __________ | __________ | __________ | __________ | __________ | ________________________ | ____ |
__________ | __________ | __________ | __________ | __________ | __________ | ________________________ | ____ |
__________ | __________ | __________ | __________ | __________ | __________ | ________________________ | ____ |
__________ | __________ | __________ | __________ | __________ | __________ | ________________________ | ____ |
__________ | __________ | __________ | __________ | __________ | __________ | ________________________ | ____ |
__________ | __________ | __________ | __________ | __________ | __________ | ________________________ | ____ |
__________ | __________ | __________ | __________ | __________ | __________ | ________________________ | ____ |
(Copy the row for more. For feed channels — social, display, video — draft 3–5 of these as visual concepts: a pattern-interrupt image, or a two-second opening scene.)
Step C — Message-match check (survivors only)
For each hook you kept, confirm the promise carries through to the GIFT. Any break is a leak.
| Survivor hook | The GIFT it leads to | Same language / pain / outcome the whole way? |
|---|---|---|
________________ | ________________ | ____ (yes / no — fix before testing) |
________________ | ________________ | ____ |
________________ | ________________ | ____ |
Instructions:
- Set the inputs. Fill the Avatar segment, awareness stage, channel, Unique Mechanism, and Brand Voice from your Foundation Blueprint. One segment, one channel — not all at once.
- Choose the angle. In Step A, mark the angle the awareness stage points to. Let the stage choose, not your taste.
- Draft broadly. In Step B, write 10–15 hooks for that angle. Make each specific — the named, daily frustration or the particular outcome, not the category. The first few are warm-ups; the one worth testing is usually the seventh or tenth.
- Go native per channel and format. Re-dress the same Foundation insight for the channel’s rhythm and limits, and draft visual concepts for feed channels — on those, the visual is the primary hook.
- Cut without sentiment. Mark Keep? No for anything vague, off-brand, merely clever, or interchangeable with a competitor’s advertising. Ask of each survivor: could a competitor run this verbatim? If yes, it is not specific enough.
- Check the match. In Step C, confirm every survivor’s promise is the same promise the GIFT delivers. Same language, same pain or outcome, hook through to opt-in.
- Read across. A bank grouped by angle, channel, awareness stage, and format tells you what you have explored and what a test result actually means.
Feeds → the GIFT. Survivors go into a structured test (3–5 variants, one variable changed at a time); the winners earn qualified attention that the GIFT converts into an opt-in.
See: 2.1-hook.md · prompts/Hook.md · the HOOK SOP (in 2.1-hook.md).