🎣 Why the Hook Is Everything
Your audience decides whether to watch or scroll within 1.7 seconds. After managing $12M+ in ad spend, we identified 5 hook categories that consistently win. We call it the SCRAP Framework.
🔥 The SCRAP Hook Framework
S — Shock / Pattern Interrupt
Start with something visually or verbally jarring.
“I spent $40,000 on Facebook ads last month… and here is why I am never going back to Google.”
C — Curiosity Gap
Create an information gap that demands resolution.
“Nobody talks about this $3 product that replaced my entire skincare routine.”
R — Results / Social Proof
Lead with a specific, believable result.
“This ad generated 847 sales in 72 hours for a brand you have never heard of.”
A — Authority Positioning
Establish credibility immediately.
“I have managed $12 million in ad spend. Here is the one mistake every brand makes.”
P — Pain Agitation
Call out a specific pain.
“If your CPA increased by 20% this month, your creative is the problem — not your targeting.”
📈 How We Deploy This
For every campaign, we produce 5 hooks (one per SCRAP category) and test them. Within 72 hours, data tells us the winner. We then create 3 more variations and kill the losers.
Reach out to our team and we will send you the complete hook brief template — free.