4 min read
Why we write twelve hooks for every brief
The first two seconds decide whether an ad gets watched, so we never bet them on a single line.
Written by Nadia Haddad, founder
Nobody decides to watch an ad. They decide not to scroll past it, and they make that choice in about two seconds.
One brief, many doors
A single brief can be opened from many sides: a doubt, a result, a habit, a price. Each hook is a different door into the same product. Writing twelve lets the test find the door your buyers actually use.
Where the lines come from
We read reviews, returns and support emails before we write a word. The best hooks are usually sentences a customer has already said.
Next article