Angles and hooks
A ranked library of angles and hooks taken from what your buyers already say, so every ad starts from a reason to buy.
An angle is the reason someone buys: one buyer, one problem, one outcome. A hook is the first line or first seconds of an ad that earns attention for that angle. Most teams have two or three angles and keep rewording them. The library sits in a shared sheet, so your media team, your sales team and any producer you hire work from the same ranked list.
For Founders, heads of growth and performance marketers at B2B software and service companies who brief new ads every month and need a list of what to test next.
You need this when
- 01
Every ad you run makes the same point in slightly different words.
- 02
Your ads list features, and buyers don’t see their own problem in them.
- 03
Sales hears the same objections every week, and none of them reach the ads.
What’s included.
Buyer research
We read your reviews on G2, Capterra or Trustpilot, support tickets, call notes and lost-deal reasons, and record the words buyers actually use.
Competitor ad review
We pull what competitors run from the Meta Ad Library, TikTok Creative Center and Google Ads Transparency Center, and mark which claims are taken and which are open.
Angle library
Each angle is written as buyer, problem, promise and proof, with the objection it answers.
Hook bank
Several hooks per angle, as spoken first lines, on-screen text and static headlines, so one angle can be tested more than one way.
Test ranking
We rank angles by how often the problem comes up, how few competitors claim it and whether you can prove it. The first batch comes from the top of the list.
Production briefs
The top angles go out as one-page briefs for UGC-style ads, AI video, motion graphics and static ads.
How it runs.
The ranked angle list is ready in week 1 of a creative engagement. As a standalone Sprint it takes 1–4 weeks, depending on how much research material you have.
- 01 · Collect
You share reviews, call recordings or notes, CRM loss reasons and your current ads, and we pull competitors’ ads from the public ad libraries.
- 02 · Sort
We group what buyers say by problem and objection, and mark the claims competitors already own.
- 03 · Write
We write each angle as buyer, problem, promise and proof, then several hooks for each.
- 04 · Rank
We rank the angles for testing and agree the first batch with you.
- 05 · Brief
The top angles become production briefs, and each test readout moves angles up or down the list.
Deliverables
- Research summary: buyer language grouped by problem
- Competitor ad map: claims, formats and gaps
- Angle library, ranked for testing
- Hook bank: spoken hooks, on-screen text and headlines for each angle
- Objection list, with the angle that answers each one
- First-batch shortlist, agreed with you
- One-page production briefs for the top angles
Works with
What buyers ask.
We already have messaging. Why do we need angles?
Messaging says what you are and who you’re for. Angles are the specific reasons to buy that we test in ads, and one message usually holds several. If your messaging is sound, we build the angles from it rather than rewrite it.
What do you need from us?
Access to your reviews, a sample of sales call recordings or notes, lost-deal reasons if your CRM tracks them, and your current ads with their results. An hour with someone from sales usually tells us more than the documents do.
Can we buy this without the production?
Yes. It runs as a Sprint, and you get the library and briefs to use with your own team or another producer.
Pairs well with
Scripted creator-style videos with the hook in the first seconds.
Let’s build your pipeline.
Tell us what you sell, who buys it and roughly what a customer is worth to you. We reply with questions, then a written proposal.