---
id: "10.3"
title: "Audiences and hooks"
dept: marketing-and-growth
status: draft
owner: Param
branded: false
last_verified: 2026-10-26
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"
---

# Audiences and hooks

## 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

| Level | Line | Source |
|---|---|---|
| Roof | Your store's marketing team, in one feed | [src: brew/public/app.js:405] |
| 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] |
| 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] |

### The three audiences

| Audience | Pain, a Sample in their words | Their doubt | Our honest answer | Source |
|---|---|---|---|---|
| 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] |
| 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] |
| 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] |

The 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].

### Nine hooks to test, three per audience

| Hook | Format | Audience | Claim status | Source |
|---|---|---|---|---|
| Your reviews already wrote this week's posts | Carousel cover | Founder | Today | [src: brand-directions/book/content/h.js h-3 hooks-to-test] |
| 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] |
| 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] |
| 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] |
| 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] |
| 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] |
| 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] |
| The same Monday ritual for every client | Call opener | Agency | Next | [src: brand-directions/book/content/h.js h-3 hooks-to-test] |
| 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] |

### Proof we may use

| Figure | Exact words | Source |
|---|---|---|
| Read time | About 3 to 4 minutes for a read; time it again before each campaign | [src: brand-directions/BRIEF.md:93] |
| Video | Six second videos | [src: brand-directions/BRIEF.md:95] |
| 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] |

The 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 |
|---|---|---|
| One first line per audience, said everywhere | v1 | Stays |
| Real partner words replace every sample pain, with written permission | v1 | Changes |
| A hook can claim only what that version does; anything later is said as a plan | v1 to v4 | Stays |
| Posting hooks, such as your picks go out after your yes | v2 | New |
| Result hooks, such as see what worked | v3 | New |
| Never a hook about a discount; sell the relief | v1 to v4 | Stays [src: memory sell-relief-not-discounts] |
| 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.
2. Count read asks and DMs that name the post, for two weeks.
3. A hook with no ask in two weeks retires.
4. A hook that brings asks becomes the profile line for a month.
5. Before posting, check the claim status column. A Next hook says it is the plan.

## Numbers

| Metric | Definition | Where measured | Status |
|---|---|---|---|
| Asks per hook | Read asks that name or reply to a post with that hook, over two weeks | The asks list | Proposed |
| 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.
2. **Do the landing sample cards stay?** Proposal: label them Sample now, and swap in one real partner finding once a partner agrees in writing.
3. **Which audience gets the first paid test, if any?** Proposal: none until [paid acquisition](/marketing-and-growth/paid-acquisition) is decided; organic first.