{
 "id": "10.3",
 "title": "Audiences and hooks",
 "department": "Marketing and growth",
 "department_slug": "marketing-and-growth",
 "direction": null,
 "branded": false,
 "status": "draft",
 "owner": "Param",
 "last_verified": "Mon Oct 26",
 "holds": "Segments and the hook for each",
 "urls": {
  "html": "https://handbook.joinsquareup.com/marketing-and-growth/audiences-and-hooks",
  "markdown": "https://handbook.joinsquareup.com/marketing-and-growth/audiences-and-hooks.md",
  "json": "https://handbook.joinsquareup.com/marketing-and-growth/audiences-and-hooks.json"
 },
 "other_directions": [],
 "tldr": {
  "headline": "Three audiences, nine hooks, one test: who asks for a read",
  "points": [
   {
    "icon": "people",
    "text": "Founder, in house marketer, agency: each gets one first line and three hooks to test."
   },
   {
    "icon": "chat",
    "text": "The pains are samples until partners give us their words in writing."
   },
   {
    "icon": "check",
    "text": "A hook may only claim what this version does; later ideas are said as a plan."
   },
   {
    "icon": "warn",
    "text": "Landing sample cards carry real looking figures with no Sample label and must not be proof."
   },
   {
    "icon": "clock",
    "text": "A hook with no ask in two weeks retires."
   }
  ],
  "stat": {
   "value": "9",
   "label": "hooks to test"
  },
  "decide": "May we interview partners for their own words this cycle?",
  "mood": "building"
 },
 "sources": [
  "brand-directions/book/content/h.js h-3 hooks, hooks-to-test; h-2 house, proof",
  "brand-directions/BRIEF.md:92-97",
  "brew origin/main a559de6: public/app.js:402-406; SCOPE.md:20",
  "memory: brew-live-stores, sell-relief-not-discounts"
 ],
 "open_questions": [
  "**May we interview partners for their own words this cycle?** Proposal: yes, five questions on the week one call, quoted only with written permission.",
  "**Do the landing sample cards stay?** Proposal: label them Sample now, and swap in one real partner finding once a partner agrees in writing.",
  "**Which audience gets the first paid test, if any?** Proposal: none until [paid acquisition](/marketing-and-growth/paid-acquisition) is decided; organic first."
 ],
 "parts": {
  "Answer": "Three audiences, each with one first line that names their Monday and three hooks to test, judged only by how many people ask for a read; the pains are still samples until real partner words replace them.",
  "Today": "### The roof every hook stands on\n\n| Level | Line | Source |\n|---|---|---|\n| Roof | Your store's marketing team, in one feed | [src: brew/public/app.js:405] |\n| Promise | Paste your store link. Get this week's marketing ideas, already drafted. Pick the good ones and hand them off | [src: brand-directions/book/content/h.js h-2 house] |\n| Live lede, in short | Add your website. The product reads your store, reviews, rivals and AI answers, then agents bring you ideas you shape together and hand over as one brief | [src: brew/public/app.js:406] |\n\n### The three audiences\n\n| Audience | Pain, a Sample in their words | Their doubt | Our honest answer | Source |\n|---|---|---|---|---|\n| Founder who is the marketing team | I know I should post. I do not know what | AI ideas are generic | Every pick starts from your own reviews and pages, with the source on it, and Not for me teaches the feed | [src: brand-directions/book/content/h.js h-3 hooks] |\n| In house marketer | I spend Monday deciding and Friday explaining why | My founder will not trust a tool's ideas | Ideas come with a source and a plan; Need your yes puts the owner's calls in one place | [src: brand-directions/book/content/h.js h-3 hooks] |\n| Agency or freelancer | Twelve clients, twelve Mondays | Will it make me look replaceable | It drafts, you decide and ship; the brief link makes your work look sharper | [src: brand-directions/book/content/h.js h-3 hooks] |\n\nThe pains are written as samples. No partner has given us their words in writing yet [src: brand-directions/book/content/h.js h-1 who-first].\n\n### Nine hooks to test, three per audience\n\n| Hook | Format | Audience | Claim status | Source |\n|---|---|---|---|---|\n| Your reviews already wrote this week's posts | Carousel cover | Founder | Today | [src: brand-directions/book/content/h.js h-3 hooks-to-test] |\n| Your Monday, already drafted | Reel opener | Founder | The Monday drop is Next; say it as the plan | [src: brand-directions/book/content/h.js h-3 hooks-to-test] |\n| Ten minutes, five ideas | Story | Founder | Next; the ten minutes is a design aim, not a measure | [src: brand-directions/book/content/h.js h-3 hooks-to-test] |\n| Stop starting from a blank page on Mondays | LinkedIn | In house marketer | Today | [src: brand-directions/book/content/h.js h-3 hooks-to-test] |\n| Drafts with your real product photos, not stock | Instagram | In house marketer | Today | [src: brand-directions/book/content/h.js h-3 hooks-to-test] |\n| Ideas with receipts | LinkedIn | In house marketer | Today, every card has its proof | [src: brand-directions/book/content/h.js h-3 hooks-to-test] [src: brew/SCOPE.md:13] |\n| Hand it off to your own team | LinkedIn | Agency | Today as two buttons; one Hand it off button is Next | [src: brew/SCOPE.md:20] |\n| The same Monday ritual for every client | Call opener | Agency | Next | [src: brand-directions/book/content/h.js h-3 hooks-to-test] |\n| A brief your client can read on a phone, no login | Email | Agency | Today | [src: brand-directions/book/content/h.js h-3 hooks-to-test] |\n\n### Proof we may use\n\n| Figure | Exact words | Source |\n|---|---|---|\n| Read time | About 3 to 4 minutes for a read; time it again before each campaign | [src: brand-directions/BRIEF.md:93] |\n| Video | Six second videos | [src: brand-directions/BRIEF.md:95] |\n| AI answers | The brand was named in 12 of 32 AI answers, only as an example finding from one brand's read | [src: brand-directions/BRIEF.md:97] |\n\nThe live landing shows three sample cards with figures, such as 14 people asked the same sizing question on Reddit, with no Sample label [src: brew/public/app.js:402]. They must not be reused as proof.",
  "Tomorrow": "| Item | Version | Tag |\n|---|---|---|\n| One first line per audience, said everywhere | v1 | Stays |\n| Real partner words replace every sample pain, with written permission | v1 | Changes |\n| A hook can claim only what that version does; anything later is said as a plan | v1 to v4 | Stays |\n| Posting hooks, such as your picks go out after your yes | v2 | New |\n| Result hooks, such as see what worked | v3 | New |\n| Never a hook about a discount; sell the relief | v1 to v4 | Stays [src: memory sell-relief-not-discounts] |\n| The landing sample cards labelled Sample, or replaced by a real partner finding with permission | v1 | Changes |",
  "How we do it": "1. Change one thing at a time: same picture, new first line.\n2. Count read asks and DMs that name the post, for two weeks.\n3. A hook with no ask in two weeks retires.\n4. A hook that brings asks becomes the profile line for a month.\n5. Before posting, check the claim status column. A Next hook says it is the plan.",
  "Numbers": "| Metric | Definition | Where measured | Status |\n|---|---|---|---|\n| Asks per hook | Read asks that name or reply to a post with that hook, over two weeks | The asks list | Proposed |\n| Hook life | Weeks a hook stays live before it retires | The [campaign log](/marketing-and-growth/campaign-log) | Proposed |",
  "Open": "1. **May we interview partners for their own words this cycle?** Proposal: yes, five questions on the week one call, quoted only with written permission.\n2. **Do the landing sample cards stay?** Proposal: label them Sample now, and swap in one real partner finding once a partner agrees in writing.\n3. **Which audience gets the first paid test, if any?** Proposal: none until [paid acquisition](/marketing-and-growth/paid-acquisition) is decided; organic first."
 }
}