Section 01
Angles and hooks
An angle is a belief or a friction in the audience that your offer resolves. Not a feature and not a slogan. Twelve per brief, each resting on a different belief, each with a rationale and an honest policy risk rating.
Output
The fields that land in the export
- name
- A short name you can recognise in a spreadsheet
- insight
- The belief or friction the approach rests on
- rationale
- Why it lands on this audience in this geo
- segment
- The sub-segment it speaks to
- risk
- low, medium or high by how likely the platform is to object
Decisions
Why it is built this way
Why twelve
Below eight the set collapses into rewordings of one idea. Above twenty the tail becomes filler nobody will test anyway. Twelve is what actually goes into a week of testing.
Required coverage
The prompt demands at least one angle each for the sceptic, the price sensitive buyer, the person who already tried a competitor, and the person who does not yet know they have the problem. Without that the model settles into one segment and returns twelve versions of one approach.
The model rates the risk
The risk rating arrives in the same response, so an angle that will certainly draw a rejection is visible before copy is written and video is shot for it.
In practice
What to keep in mind
- A one line offer produces generic angles. Describe what you sell and who buys it.
- The constraints field does real work: banning income claims removes a whole class of approaches.
- The more concrete the audience in the brief, the fewer angles land nowhere.
Try it on your own offer
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