The Dial AgencyInsights · 5 min read
Eight ad hook angles.
A hook is the first three seconds of an ad, or the first line of copy. Its job is to earn the next three seconds.
Eight angles
- Problem. Name the frustration your customer already feels.
- Curiosity. Open a gap they want closed.
- Proof. Lead with a real result or review.
- Offer. State what they get and the terms.
- Objection. Answer the doubt before they voice it.
- Identity. Call out who the ad is for.
- How-to. Promise a clear method.
- Story. Start in the middle of a real moment.
How to test them
Write three hooks from different angles for the same idea. Keep the content, offer and call to action identical. Run them with equal budgets for three to five days.
Judge by the right number
Keep the hook with the best cost per qualified enquiry, not just the best click rate. Write down what you learned, then test the next angle.
Want the full version? The Ad Hooks Vault goes deeper, with fill-in templates you can use today. See the Ad Hooks Vault (€37).
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