hook-methodology

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Research-First Hook Methodology

先研究后创作的钩子方法论

Every hook must be traceable to a specific research element. No invention—only discovery.

每个钩子都必须能追溯到特定的研究元素。禁止凭空创造——只能挖掘发现。

Core Philosophy

核心理念

Research first. Every hook has a SOURCE.

The best hooks aren't constructed from templates.
They're extracted from what the brand has already proven, said, or delivered.

If you can't point to where it came from in the research,
it's invention. Invention is weak. Discovery is strong.

Research first. Every hook has a SOURCE.

The best hooks aren't constructed from templates.
They're extracted from what the brand has already proven, said, or delivered.

If you can't point to where it came from in the research,
it's invention. Invention is weak. Discovery is strong.

The 10 Hook Types

10种钩子类型

Before extracting, know what you're looking for:

在提取之前，先明确你要找的内容：

Attention Hooks (Stop the Scroll)

注意力钩子（停滑吸睛）

Type	Purpose	Example Pattern
Question	Challenge assumption	"What's the biggest mistake you're making?"
Surprising Stat	Unexpected number	"90% of banks reject self-employed applicants"
Pattern Interrupt	Break expectations	Unexpected statement that contradicts normal
Controversial	Challenge belief	Question something everyone accepts
Direct Address	Call out situation	"Self-employed? Bank said no?"

类型	目的	示例句式
提问式	挑战固有假设	"What's the biggest mistake you're making?"
惊人数据式	给出意外数字	"90% of banks reject self-employed applicants"
模式打断式	打破预期	与常规认知相悖的意外表述
争议式	挑战普遍信念	质疑所有人都接受的观点
直接触达式	点明受众处境	"Self-employed? Bank said no?"

Desire Hooks (Drive Clicks)

欲望钩子（驱动点击）

Type	Purpose	Example Pattern
Social Proof	Credibility through numbers	"16,000+ Canadians switched and saved"
Problem-Solution	Name pain, offer relief	Pain statement → Solution hint
Contrast	Show gap	"[Bad thing] vs. [Better thing]"
FOMO/Urgency	Scarcity, pressure	Limited time, competitive pressure
Curiosity	Tease hidden info	"What your bank isn't telling you"

类型	目的	示例句式
社交证明式	通过数字建立可信度	"16,000+ Canadians switched and saved"
问题-解决方案式	点明痛点，给出缓解方向	痛点表述 → 解决方案提示
对比式	展示差距	"[Bad thing] vs. [Better thing]"
稀缺/紧迫感式	制造稀缺感、压力	限时、竞争压力
好奇心式	暗示隐藏信息	"What your bank isn't telling you"

Step 1: EXTRACT (Read EVERY Section)

步骤1：提取（通读所有章节）

Read

agent/files/research/{brand}_research.md

You MUST extract from EVERY section. No exceptions.

阅读

agent/files/research/{brand}_research.md

你必须从每一个章节提取内容，无一例外。

FROM: The Offer

来源：产品/服务报价

Extract:

Core promise (what they sell)
Key numbers (rates, coverage, speed, capacity)

Example:
"AI-powered mortgage brokerage, 350+ lenders, rates from 4.19%, 24-48 hour approvals"

提取：

核心承诺（售卖的内容）
关键数据（费率、覆盖范围、速度、容量）

Example:
"AI-powered mortgage brokerage, 350+ lenders, rates from 4.19%, 24-48 hour approvals"

FROM: Key Value Props

来源：核心价值主张

Extract:

Each differentiator as a potential hook angle
What makes them different from competitors

Example:
- AI-Powered Intelligence
- Rapid Approval (24-48 hours)
- 350+ institutional + 150+ private lenders
- 24+ specialized loan products

提取：

每个差异化优势作为潜在钩子方向
与竞争对手的不同之处

Example:
- AI-Powered Intelligence
- Rapid Approval (24-48 hours)
- 350+ institutional + 150+ private lenders
- 24+ specialized loan products

FROM: Proof Points

来源：证明点

Extract:

Specific stats (ratings, reviews, credentials)
Real deal examples with numbers
Certifications, licenses, awards

Example:
- 4.8/5 rating, 856 reviews
- FSRA Licensed #M20003023
- $547.5K purchase closed in 24 hours (Oshawa)
- $2M construction deal (Vaughan)

提取：

具体数据（评分、评价、资质）
带数字的真实案例
认证、执照、奖项

Example:
- 4.8/5 rating, 856 reviews
- FSRA Licensed #M20003023
- $547.5K purchase closed in 24 hours (Oshawa)
- $2M construction deal (Vaughan)

FROM: Products/Services ← CRITICAL

来源：产品/服务 ← 至关重要

Every product is a potential hook for a specific audience.

Extract:

Every product category
Unique or surprising offerings
Niche products that solve specific problems

Example:
RESIDENTIAL:
- Bank Decline Financing → hook for rejected borrowers
- 120% LTV Owner-Occupied → surprising high leverage
- Non-Resident Mortgages → new Canadians hook
- Rush Closing 24-48 hours → urgency hook

SPECIALIZED:
- BRRR Strategy Loans (72-hour funding) → investor hook
- Fix & Flip Financing → investor hook
- Power-of-Sale Financing → rescue/urgent hook
- Bridge Loans → timing gap hook

COMMERCIAL:
- No Personal Guarantee (up to $1M) → risk-reduction hook
- CMHC Multi-Family (95% LTV) → leverage hook

每一款产品都是针对特定受众的潜在钩子。

提取：

所有产品类别
独特或令人惊讶的产品
解决特定问题的细分产品

Example:
RESIDENTIAL:
- Bank Decline Financing → hook for rejected borrowers
- 120% LTV Owner-Occupied → surprising high leverage
- Non-Resident Mortgages → new Canadians hook
- Rush Closing 24-48 hours → urgency hook

SPECIALIZED:
- BRRR Strategy Loans (72-hour funding) → investor hook
- Fix & Flip Financing → investor hook
- Power-of-Sale Financing → rescue/urgent hook
- Bridge Loans → timing gap hook

COMMERCIAL:
- No Personal Guarantee (up to $1M) → risk-reduction hook
- CMHC Multi-Family (95% LTV) → leverage hook

FROM: Pain Points Addressed

来源：解决的痛点

Extract:

Each pain point + the brand's solution
Verbatim language when available

Example:
- "Slow bank approvals" → 24-48 hour turnaround
- "Bank rejection" → Bank-decline rescue financing
- "Self-employed income" → No-income verification options

提取：

每个痛点+品牌的解决方案
尽可能使用原文表述

Example:
- "Slow bank approvals" → 24-48 hour turnaround
- "Bank rejection" → Bank-decline rescue financing
- "Self-employed income" → No-income verification options

FROM: Testimonials

来源：客户证言

Extract:

Exact customer quotes (social proof)
Specific results mentioned
Emotional language used

Example:
- "Got approved in just 2 days with a great rate" — Sarah M.
- "AI search helped me understand all my options" — John D.

提取：

客户原话（社交证明）
提到的具体成果
使用的情绪化语言

Example:
- "Got approved in just 2 days with a great rate" — Sarah M.
- "AI search helped me understand all my options" — John D.

FROM: Brand Voice

来源：品牌调性

Extract:

Tone to match in hook writing
Words/phrases to use or avoid

Example:
"Confident yet accessible, professional but approachable, results-oriented"

提取：

钩子创作需匹配的语气
可使用或需避免的词汇/短语

Example:
"Confident yet accessible, professional but approachable, results-oriented"

FROM: Their Messaging

来源：品牌现有传播内容

Extract:

Headlines, taglines they already use (starting points)
CTAs they use
Key phrases they repeat

Example:
- Headline: "Canada's First Lending Hub"
- Tagline: "Not Just Rates. Real Loans for Every Property Type."
- CTAs: "Apply Now", "Start My Deal", "Get started →"

提取：

已使用的标题、标语（作为创作起点）
已使用的行动号召（CTA）
重复使用的关键短语

Example:
- Headline: "Canada's First Lending Hub"
- Tagline: "Not Just Rates. Real Loans for Every Property Type."
- CTAs: "Apply Now", "Start My Deal", "Get started →"

FROM: ICP Segments (EACH segment separately)

来源：ICP细分受众群（每个细分单独提取）

For EACH segment extract:

WHO they are
PAIN POINTS (verbatim language)
MOTIVATIONS (immediate + deeper)
LANGUAGE they use

Example - Segment 1 (Complex Residential Borrowers):
WHO: Self-employed, business owners, rejected by banks
PAIN: "bank doesn't understand my income", "rejected multiple times"
MOTIVATION: Feel validated, access same opportunities as W-2 employees
LANGUAGE: "self-employed", "bank said no", "complicated income"

Example - Segment 2 (Real Estate Investors):
WHO: BRRR, fix-and-flip, portfolio builders
PAIN: Banks too slow, need creative financing
MOTIVATION: Build wealth, financial freedom
LANGUAGE: "BRRR", "fix and flip", "bridge loan", "LTV"

Example - Segment 3 (Underserved Homebuyers):
WHO: New Canadians, first-time buyers, urgent situations
PAIN: Don't qualify, feeling excluded
MOTIVATION: Canadian dream, stability, prove they belong
LANGUAGE: "new to Canada", "first home", "credit issues"

针对每个细分受众群提取：

受众是谁
痛点（原文表述）
动机（即时+深层）
使用的语言

Example - Segment 1 (Complex Residential Borrowers):
WHO: Self-employed, business owners, rejected by banks
PAIN: "bank doesn't understand my income", "rejected multiple times"
MOTIVATION: Feel validated, access same opportunities as W-2 employees
LANGUAGE: "self-employed", "bank said no", "complicated income"

Example - Segment 2 (Real Estate Investors):
WHO: BRRR, fix-and-flip, portfolio builders
PAIN: Banks too slow, need creative financing
MOTIVATION: Build wealth, financial freedom
LANGUAGE: "BRRR", "fix and flip", "bridge loan", "LTV"

Example - Segment 3 (Underserved Homebuyers):
WHO: New Canadians, first-time buyers, urgent situations
PAIN: Don't qualify, feeling excluded
MOTIVATION: Canadian dream, stability, prove they belong
LANGUAGE: "new to Canada", "first home", "credit issues"

Extraction Checklist

提取检查清单

Step 2: MATCH (Research Element → Hook Type)

步骤2：匹配（研究元素→钩子类型）

For each extracted element, identify which hook type it best serves:

Research Element	Best Hook Type	Why
"4.8/5, 856 reviews"	Social Proof	Credibility through numbers
"24-48 hours vs. 3-6 weeks"	Contrast	Clear before/after
"bank said no"	Direct Address	Customer's exact words
"$547.5K closed in 24 hours"	Surprising Stat	Specific, unexpected
"350+ lenders"	FOMO/Access	More options than competitors
"AI-powered"	Curiosity	Technology intrigue
"Self-employed rejection"	Problem-Solution	Pain + relief
"Bank Decline Financing" product	Direct Address	Names the situation
"BRRR Strategy Loans" product	Direct Address	Investor terminology

Match at least 3-5 research elements to hook types before constructing.

针对每个提取的元素，确定最适合的钩子类型：

研究元素	最佳钩子类型	原因
"4.8/5, 856 reviews"	社交证明式	通过数字建立可信度
"24-48 hours vs. 3-6 weeks"	对比式	清晰展示前后差异
"bank said no"	直接触达式	使用客户的原话
"$547.5K closed in 24 hours"	惊人数据式	具体、意外
"350+ lenders"	稀缺/获取感式	比竞争对手提供更多选择
"AI-powered"	好奇心式	技术引发兴趣
"Self-employed rejection"	问题-解决方案式	痛点+缓解方向
"Bank Decline Financing" product	直接触达式	点明受众处境
"BRRR Strategy Loans" product	直接触达式	使用投资者术语

在创作钩子之前，至少匹配3-5个研究元素到钩子类型。

Step 3: CONSTRUCT (Build Hooks)

步骤3：创作（打造钩子）

For each hook, use this structure:

HOOK TYPE: [Which type from the 10]
SOURCE: [Which research section + specific element]
TARGET: [Which ICP segment, or "General"]
HOOK: [The actual headline — under 10 words ideal]
WHY IT WORKS: [Psychology — pattern interrupt? self-reference? open loop?]

每个钩子使用以下结构：

HOOK TYPE: [从10种类型中选择]
SOURCE: [研究章节+具体元素]
TARGET: [ICP细分受众群，或"通用"]
HOOK: [实际标题——理想长度10字以内]
WHY IT WORKS: [心理学原理——模式打断？自我关联？开放式悬念？]

Construction Principles

创作原则

Benefits over features:

"Get approved in 48 hours" not "Fast processing"

Direct address ("You"):

Make it personal, use identity markers

Specificity:

"350+ lenders" not "many options"
Exact numbers from Proof Points

Empathy first:

Acknowledge struggle before offering solution

Their language:

Use verbatim phrases from ICP sections

Example Construction:

HOOK TYPE: Contrast
SOURCE: Value Props ("24-48 hour approval") + Pain Points ("banks take 3-6 weeks")
TARGET: Complex Residential Borrowers
HOOK: "Banks take weeks. We close in 48 hours."
WHY IT WORKS: Pattern interrupt (unexpected speed) + Tension (bad vs. good)

利益优先，而非功能：

用"48小时内获批"而非"快速处理"

直接触达（使用"你"）：

让内容更个性化，使用身份标识

具体性：

用"350+放款方"而非"众多选择"
使用证明点中的精确数字

先共情：

在提供解决方案之前先认可受众的困境

使用受众的语言：

采用ICP章节中的原文表述

Step 4: BODY + CTA

创作示例：

Body Formula

—

Expand the hook's promise (don't repeat it)
Add ONE proof element not in the hook
Bridge to CTA

Keep to 1-2 sentences.

HOOK TYPE: Contrast
SOURCE: Value Props ("24-48 hour approval") + Pain Points ("banks take 3-6 weeks")
TARGET: Complex Residential Borrowers
HOOK: "Banks take weeks. We close in 48 hours."
WHY IT WORKS: Pattern interrupt (unexpected speed) + Tension (bad vs. good)

CTA Formula

步骤4：正文+行动号召（CTA）

—

正文公式

Action Verb + Implied Outcome

Weak CTA	Strong CTA
"Learn more"	"See your options"
"Apply now"	"Get your answer"
"Contact us"	"Talk to someone who gets it"
"Get started"	"Find your lender"

The CTA should feel like the natural next step, not a demand.

拓展钩子的承诺（不要重复钩子内容）
添加一个未在钩子中使用的证明元素
过渡到CTA

控制在1-2句话。

Step 5: VARIETY CHECK

CTA公式

Before finalizing, verify diversity:

动作动词+隐含结果

弱CTA	强CTA
"Learn more"	"See your options"
"Apply now"	"Get your answer"
"Contact us"	"Talk to someone who gets it"
"Get started"	"Find your lender"

CTA应看起来是自然的下一步，而非强制要求。

Hook Types Used

步骤5：多样性检查

At least 3 different hook types represented
Not all questions, not all stats

在最终确定之前，确认内容的多样性：

Research Sections Used

使用的钩子类型

Not all hooks from Pain Points
Proof Points used in at least 1 hook
Products/Services referenced in at least 1 hook
Value Props featured in at least 1 hook

至少使用3种不同的钩子类型
不要全是提问式，也不要全是数据式

ICP Segments Covered

使用的研究章节

If multiple segments exist, hooks address different ones
Not all hooks targeting same persona

不要所有钩子都来自痛点章节
至少1个钩子使用了证明点
至少1个钩子引用了产品/服务
至少1个钩子突出了核心价值主张

Emotions Triggered

覆盖的ICP细分受众群

Cover at least 3 of these territories:

Fear / Protection (what they might lose)
Hope / Aspiration (what becomes possible)
Frustration / Anger (what's unfair)
Relief / Comfort (burden lifted)
Pride / Identity (being seen)
Curiosity / Intrigue (hidden information)

If variety is lacking, return to Step 2 and find different research elements to match.

如果存在多个细分受众群，钩子需针对不同群体
不要所有钩子都瞄准同一 persona

Output Format

触发的情绪

Write to:

agent/.claude/skills/hook-methodology/hook-bank/{brand}-{YYYY-MM-DD}.md

markdown

undefined

至少覆盖以下3类情绪：

恐惧/保护（可能失去的事物）
希望/抱负（可能实现的目标）
挫败/愤怒（不公平的处境）
解脱/安心（负担减轻）
自豪/身份认同（被理解）
好奇/兴趣（隐藏信息）

如果多样性不足，返回步骤2，寻找不同的研究元素进行匹配。

[Brand Name] - Hook Bank

输出格式

Date: YYYY-MM-DD Hooks Generated: [number]

写入到：

agent/.claude/skills/hook-methodology/hook-bank/{brand}-{YYYY-MM-DD}.md

markdown

undefined

Brand Colors

[Brand Name] - Hook Bank

Primary: #hex
Secondary: #hex
Accent: #hex

Date: YYYY-MM-DD Hooks Generated: [number]

Research Elements Used

Brand Colors

[List which sections were mined for each hook]

Primary: #hex
Secondary: #hex
Accent: #hex

Hook 1

Research Elements Used

Type: [Hook type from the 10] Source: [Research section + specific element] Target: [ICP segment or "General"] Hook: "[The headline]" Body: [1-2 sentences] CTA: [Action + outcome] Psychology: [Why it stops scroll + drives click]

[List which sections were mined for each hook]

Hook 2

Hook 1

[Same structure]

Hook 3

Hook 2

[Same structure]

[Continue for each hook — default 3, or as specified by user]

[Same structure]

Variety Verification

Hook 3

Hook Types Used: [list]
Research Sections Used: [list]
ICP Segments Covered: [list]
Emotions Triggered: [list]

---

[Same structure]

[Continue for each hook — default 3, or as specified by user]

Hook Volume

Variety Verification

Default: Generate 3 hooks
User-specified: Generate the number requested

Quality over quantity. Each hook must pass all validation checks.

Hook Types Used: [list]
Research Sections Used: [list]
ICP Segments Covered: [list]
Emotions Triggered: [list]

---

Validation Checklist (Final Pass)

钩子数量

Before each hook is complete, verify:

Is it TRACEABLE? — Can you point to the exact research element?
Is it OWNED? — Could a competitor use this by changing the logo?
Is it FELT? — Does it name an emotion, not just a fact?
Is it CLEAR? — 3 seconds or less to understand?
Is it THEIRS? — Uses their words, their world?

If any answer is no, revise or replace the hook.

默认： 生成3个钩子
用户指定： 生成用户要求的数量

质量优先于数量。每个钩子必须通过所有验证检查。

Common Failure Modes

最终验证检查清单

The Skip Trap

—

Skipping Products/Services or Proof Points because they seem "obvious." Every section has hook potential.

在每个钩子完成之前，确认：

可追溯吗？ — 你能指出对应的精确研究元素吗？
具有专属感吗？ — 竞争对手换个logo就能用吗？
能引发共鸣吗？ — 它点明了情绪，而非仅仅陈述事实？
清晰易懂吗？ — 3秒内就能理解？
符合品牌调性吗？ — 使用了品牌的语言和语境？

如果任何问题的答案是否，修改或替换该钩子。

The Generic Trap

常见失败模式

—

跳过陷阱

Writing hooks that could work for any competitor. Use specific proof points to make it OWNED.

因为看起来“显而易见”就跳过产品/服务或证明点章节。每个章节都有钩子潜力。

The Template Trap

通用陷阱

Starting with a formula and filling in blanks. Start with research elements, then match to types.

写出的钩子任何竞争对手都能用。使用具体的证明点打造专属感。

The Pain-Only Trap

模板陷阱

Only using Pain Points section. Testimonials, Products, and Value Props often contain stronger hooks.

从公式开始，然后填空。应该从研究元素开始，再匹配到钩子类型。

The Invention Trap

只抓痛点陷阱

Creating claims that aren't in the research. If you can't cite the source, don't use it.

仅使用痛点章节的内容。客户证言、产品和核心价值主张往往包含更有力的钩子。

Remember

凭空创造陷阱

Mine the research. Every hook must be traceable.

The goal is not to be clever.
The goal is to find what the brand has already proven
and frame it in a way that stops the scroll.

If you can't point to where it came from, start over.

提出研究中没有的主张。如果你无法引用来源，就不要使用。

—

请记住

—

Mine the research. Every hook must be traceable.

The goal is not to be clever.
The goal is to find what the brand has already proven
and frame it in a way that stops the scroll.

If you can't point to where it came from, start over.