Hook and Angle Development for Paid Social Creative

An engagement ends with nine to fourteen arguments for your product, each written as a claim a reasonable stranger would dispute, paired with the evidence that settles it and the buyer it deliberately loses. Fourteen positions, not fourteen rewordings of one, ranked against what your account has already spent money proving. Where angles come from: We read what your buyers already said, in their words, before anyone writes a line. Forty to sixty recorded sales or support calls from Gong, Fathom or whatever you keep them in. Two quarters of ticket transcripts. The three-star reviews of the two competitors you lose to most. Three-star reviews are worth more than one-star ones. A one-star review is a person who never got started. A three-star review is a person who wanted it to work and can name the sentence where it stopped working. That sentence is an angle. We also pull your site's internal search log and your paid search query report, because what people type when they think nobody is reading is the least flattering and most useful copy in the building. What changes by category: For B2B SaaS we work from closed-lost notes and the objection that appears on the second call rather than the first. The first-call objection is usually price and is usually a lie. For apparel we work from return reason codes rather than return rate, and from the questions asked under organic posts. For igaming we start from the permitted-claims position in each licensed market and build inside it, because an angle that cannot be said in Ontario is not an angle, it is a rewrite waiting to happen. What you receive: An angle map. Each angle stated as a one-sentence claim, the proof it rests on with the source quoted verbatim, the audience it speaks to, the audience it writes off, and the failure mode that will kill it. Under each angle, six to ten hooks written as first-three-second openers: spoken lines, on-screen text or a static headline, whichever that angle actually needs. A ranking, with reasoning, of the four or five to put into production first. The reasoning matters more than the order. You will need it in six weeks when one of them underperforms and somebody asks whether to iterate or drop. A kill list: the angles we developed and then discarded, with the reason each died. Clients tell us this is the page they reference most. It stops the same idea being re-proposed every quarter by somebody new. What is not included: We do not write scripts here. That is separate work and it should be, because scripts written in the same breath as angles inherit the angle's blind spots and nobody notices for a quarter. We do not produce or edit video. We do not run brand strategy, positioning workshops or naming. We do not buy the media. Who this is not for: A company before product-market fit. This work assumes there is a real reason people buy and our job is finding which reason travels in a feed. If that reason is still being invented, we would be dressing a hypothesis. A team that cannot give read access to the ad account and the call recordings. We have turned down engagements over this. Working from a brand deck and a competitor list produces angles that sound right and test flat, and we would rather not spend your money finding that out. Anyone who wants a monthly quota of new angles. Categories do not contain that many real arguments. After the first round the useful work is sharpening four of them, not manufacturing fourteen more.