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Easy Ways to Create Killer Hooks That Work Every Time
23 ideas de marketing sacadas de «Easy Ways to Create Killer Hooks That Work Every Time», de Perpetual Traffic. Sobre todo de canales de adquisición…
- 23 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 54 min
- Publicada en 2026
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Mensaje y copywritingPara escalar anuncios pagados, primero se debe identificar un 'disparo psicológico certero' (el beneficio detrás del beneficio, como evitar perderse la cena familiar en lugar de simplemente ahorrar tiempo con IA) y luego desplegar ese mismo concepto central a través de decenas de formatos visuales distintos (historias del fundador, comparativas nosotros vs. ellos, animaciones, etc.).
are the types of things that I think carry a lot of load and the brainstorming exercise for teams to find their hooks or let's just call them psychological kill shots. Cause it's like, different and unique. That is like, you know, for most advertisers, when, when they're like, something's not working, like their accounts are just not taking off. It's usually because of a lack of enough psychological kill shots or because they've exploited one and have not found their next one. Right. So to me, the formula is find your psychological kill shots, then go as visually And so you want to look for…
Escúchalo en el minuto 22:10
Emitir una «señal de esfuerzo» para generar confianza en la era de la IA
Estrategia de contenidosEn un entorno saturado de contenido generado rápidamente por IA, demostrar esfuerzo humano real (como grabar metraje en el mundo real o incluir elementos difíciles de automatizar) actúa como un foso defensivo y genera confianza inmediata con la audiencia.
interesting, and this one was from Ashley Rutstein, who talked about the idea of, she had a really cool term for it. She called it the effort signal. So the idea was that like in the era of AI, where it's so easy to produce content, it's almost like signaling the fact that like no real human effort went into this kind of like you guys know when like the moat, like create the moat around your content, but the effort signal of, oh, you just took the first prompt solution that AI gave you. This is so replicable, replicable, replicatable, duplicatable. There was no effort. So some something to…
Escúchalo en el minuto 5:28
Diversificar formatos visuales sobre un mismo ángulo de mensaje validado
Canales de adquisiciónCuando un ángulo de mensaje demuestra tracción en campañas de anuncios pagados, no se debe limitar a una sola estética; la estrategia consiste en multiplicar la entrega probando sistemáticamente distintos formatos visuales (pantalla verde, capturas tipo tweet, respuestas a comentarios o señalamiento de beneficios) para saturar y explotar la efectividad de ese mensaje.
a lot of really interesting information. So it shows me that in this report, I'm very heavily focused on green screen. And when I see these ones are all of the various opportunities that I could be doing here that I'm not. Right. So for, if I'm sorted by a specific messaging angle, I'm like, okay, we're doing a lot of green screen, but let me just scroll through here and be like, this is our roadmap basically. Right. You like take this messaging angle and like pick from this list So like at that level of altitude of like having a messaging angle that, you know, that works and testing…
Escúchalo en el minuto 41:31
Canales de adquisiciónAl iterar sobre un ángulo de mensaje probado en anuncios pagados, se debe variar deliberadamente el formato visual (como pantalla verde, respuesta a comentarios, comparativa nosotros vs. ellos, listado o explicador experto) para evitar la trampa de similitud algorítmica y asegurar una prueba verdaderamente amplia.
Yep. And these three are very informative. So first one we're looking at here is visual format. So visual format is like, um, how the ad is presented. So stuff like green screen, comment response, expert explainer us versus them. This is the first line of diversity that you're going to want to see, because if it's, if all you're doing is green screen, the chances that you're going to fall into like similarity trap is high. But you know, if you got green screen on one and you've got, um, listicle on another one, an expert explainer on another one, like, you know, that you're being like…
Escúchalo en el minuto 37:12
Mensaje y copywritingAl iterar creativos publicitarios, el proceso efectivo consiste en encontrar primero el ángulo o concepto psicológico que resuena y luego testearlo a través de la mayor cantidad de formatos visuales distintos posibles, en lugar de gastar recursos haciendo variaciones mínimas sobre un mismo formato.
on motion. But like, when you think about the formula, the formula tends to be find your psychological kill shot, call it whatever you want, messaging angle, hook, concept, whatever else. Once you have that messaging angle, that's working, then the idea is like, how do I test as many different visual formats as possible? I think that the trap that people fall into is like, they'll find something that that's working and they'll keep doubling down on it. And there's something about that that makes sense that you should be doing that, but not on every dimension. And I think people fall into…
Escúchalo en el minuto 33:32
Estandarizar la taxonomía de formatos creativos para evitar la trampa de la sobreiteración
Canales de adquisiciónAlinear a los equipos creativos bajo una taxonomía común de formatos visuales y ángulos psicológicos evita el estancamiento en microiteraciones de anuncios conocidos (como simples testimoniales o UGC). Esta diversidad sistemática permite explorar nuevos segmentos del mercado (TAM) y descubrir creatividades con mayor eficiencia de costes.
fascinating what happens when you have shared language, how fast you can move. But when people is aligned taxonomy around how we talk about visual format, because very quickly you'll realize like, wait, there's actually many more of these than I could test right now. And there's no reason for us to be pigeonholed into UGC testimonial product demo. Like those people know when they're familiar work testimony, you're talking about earlier, like people get in this trap of iterations and iterations and iterations. So then, but you don't actually test and see, can we find a different psychological…
Escúchalo en el minuto 45:36
Diferencia crítica entre Hook Rate y Hook Ramp en anuncios de video
Medición y experimentosEl 'Hook Rate' (vistas de 3 segundos divididas entre impresiones) mide únicamente la interrupción visual inicial para detener el scroll, mientras que el 'Hook Ramp' (la curva de retención continua) es la métrica indispensable para garantizar que el espectador permanezca hasta ver la oferta y el llamado a la acción (CTA).
into their system where it's like, uh, what retention do you have for the first three seconds First three seconds divided by impressions. Which is only, uh, dependent upon videos. Right. So the hook rate is a native, now native meta, do it as a custom calculation. But then with the hook ramp, you have retention, which a so much of a difference of play. But from the paid ad side, if you don't have the hook ramp, if you don't have that retention, you don't get to the call to action, which then what was the point? So like you're saying, I just want to go back to, so the, the hooks A hook ramp…
Escúchalo en el minuto 15:51
Crear perfiles dedicados en redes para investigar el consumo orgánico del avatar
Investigación de mercado y clientePara comprender a fondo a la audiencia y diseñar creatividades publicitarias efectivas, es recomendable crear cuentas dedicadas en plataformas como Instagram o YouTube configuradas para seguir y consumir exactamente el tipo de contenido que consume el avatar objetivo.
looks like and like put yourself in the mind of your consumer. Like there are a bunch of people, Barry Hot is probably the first person who said this to me, but I've seen many people other do it as well, where they'll try to create like a dedicated Instagram feed. Michael, I'm going to do this. Yeah. We do YouTube channels where it's like, we followed all, we like you make your avatar and then you had to build a YouTube channel that as if you were that avatar. And then you start to see the uh, Jimmy's or Mr. Beast nonprofit stuff. Like that was, he said, make your own channels and consume as…
Escúchalo en el minuto 25:16
Canales de adquisiciónPara evitar que los anuncios sean ignorados de inmediato por parecer publicidad evidente, identifica a los creadores que tu público objetivo ya sigue y consume orgánicamente, analiza qué formatos les funcionan y adapta esa estética y estructura al creativo publicitario para integrarse de forma natural en su feed.
the best creative strategists on paid, and you ask them, like, how do you come up with really is like, okay, well, first, we'll try to find out who our audience is. Then we'll try to find out like, who are the creators that our audience trust and listen to? Then we'll go and try to see like, what kind of content this creator is putting out, that is doing well and working and landing with this audience. And then I'll take a lot of inspiration from that, and try to use that to kind of create my own ad to speak to this audience. And so like the idea of learning about what is going on in the…
Escúchalo en el minuto 8:24
La rampa de gancho (Hook Ramp) para evitar el abandono tras la interrupción
Mensaje y copywritingUn gancho que interrumpe el patrón sin relevancia hacia el contenido posterior actúa como un engaño y provoca el abandono a los pocos segundos; es necesario diseñar una 'rampa de gancho' que transicione fluidamente la atención inicial hacia el cuerpo del mensaje.
Yes, exactly. And it's like, but then what? Like if, the rest of the content is completely irrelevant to that, like pattern interrupt mechanism, then like, what's the point? They're just going to scroll past you on second four instead of second zero. It's like a bait and switch kind of situation. You're like, this was interesting. Oh, ew. Exactly. Yeah. The, team at Ridge who obviously make phenomenal ads, they have a term for this called the hook ramp, right? So they're like, okay, there's the hook and then there's a hook ramp. Like how do you ramp from the hook to the body of the, of the…
Escúchalo en el minuto 12:08
Segmentación algorítmica mediante creatividades que imitan el feed del cliente
Canales de adquisiciónPara que los algoritmos de plataformas publicitarias (como Meta) posicionen los anuncios en los feeds deseados, se debe investigar qué creadores y formatos consume la audiencia objetivo y emular ese estilo en la creatividad publicitaria ('destacar encajando').
something that feels authentic. So what you're saying is that these creators are seeking a lot of inspiration by researching and doing discovery, which is who is the audience, you said, who are the people that your avatar, your ICP trust, and then leveraging inspiration from what content that they're already producing, that's working, and embedding it into your paid or organic advertising strategies in order to stand out by fitting in. Totally. And like, you know, people have been saying for years that creative is the new targeting, right? And then the question is, okay, well, how do you do…
Escúchalo en el minuto 10:19
Iteración de anuncios combinando un gancho verbal validado con diversos formatos visuales
Mensaje y copywritingPara generar cientos de variaciones sobre un ángulo de mensaje ganador que pase el test de respuesta directa, cada nuevo concepto creativo debe estructurarse cruzando el gancho textual/verbal exacto con distintos formatos visuales (formato podcast, anuncio de fundador, comparativa 'nosotros vs. ellos' o antes y después).
spend millions of dollars against a really great hook. Like the amount of ad concepts that you can If you find something that works, you can produce hundreds and hundreds of ads against, um, against the boring way to call it would be like the messaging angle, right? You say we have this one messaging angle. We know this resonates. And from this messaging angle, we can create hundreds is like durable pants, the sentence has got to be, has got to pass the direct response test. Yeah. Okay. You know, like whatever, whatever that is, has got to be like, this thing can sell like that like create a…
Escúchalo en el minuto 15:24
Regla del 25% de variación visual para evitar la ceguera de anuncios en Meta
Canales de adquisiciónLas iteraciones de creativos publicitarios deben presentar al menos un 25% de diferencia visual entre sí; de lo contrario, el algoritmo de la plataforma las registra como idénticas y la audiencia experimenta fatiga visual (ad blindness).
iterations. I actually think there's something wrong with iterations as long as they are visually distinct. So 25% difference is met as demand. If they are not 25% different, you have visual blindness
Escúchalo en el minuto 23:11
Estandarizar el etiquetado objetivo de creatividades para eliminar el sesgo humano del equipo
Medición y experimentosClasificar de forma consistente y objetiva los atributos de los anuncios (como audiencia destinataria y formato) expone los sesgos del equipo —donde se cree estar hablando a un perfil cuando la ejecución atrae a otro— y protege el aprendizaje histórico frente a la rotación de personal.
them so that it's not like one day it's tagged this another day it's tagged that like it needs to have consistency. It has to be consistent because otherwise like we're looking at stuff and like, we can't actually learn anything if the tagging is not consistent over time. Yeah. Um, and at the professionals and media buyers and so on. But we, went and rewatched the ads and we're like, oh no, we think we're talking to media buyers, but we're actually talking to creative strategists in every single one of these videos. Interesting. So the, so the AI got it right, even though we here, but like AI…
Escúchalo en el minuto 35:19
Educación intensiva gratuita como motor de adquisición para empresas de software (SaaS)
ConversiónAprovechar la economía de suscripción del software para financiar programas formativos avanzados y gratuitos de alto valor permite captar miles de prospectos cualificados; la adopción de la herramienta se convierte en el paso natural durante el proceso de aprendizaje.
people how to do, uh, really great work. Um, the really cool thing about it is that it's a hundred percent free. One of the cool things about being a software business that something like that's free. You know, the, interesting thing is like the economics of a software business is that we make money off selling our software, right? So we actually don't have to make money on selling the course. It's a very like simple business model. If we can get like thousands and thousands of people to come through the course, then a bunch of them will obviously end up go to market strategy since the…
Escúchalo en el minuto 47:43
Marca y posicionamientoLos ganchos (hooks) y mensajes que demuestran mejor rendimiento a gran escala en paid media deben ser el insumo principal para definir la identidad y el tono de la marca, ya que representan evidencia empírica de lo que realmente moviliza a la audiencia.
it's like the team that I was talking about, like they've crafted some of the most phenomenal hooks in the market, but those hooks are not in the conversation when it comes to like, what is our brand and how do we talk to our customers? Like really at the largest scale. Whereas I actually think the right way is if you take the most powerful hooks, the ones that are working across the largest audience, like that should actually be the biggest input into your brand identity. And like the signal that you get from like, what is actually resonating with customers? What are they hearing from us?…
Escúchalo en el minuto 30:33
Convergencia estratégica y creativa entre el contenido orgánico y la publicidad pagada
Canales de adquisiciónLa separación tradicional entre contenido orgánico y anuncios de pago se está disolviendo, integrándose en una misma disciplina creativa donde las narrativas, formatos y creadores orgánicos marcan el estándar de lo que funciona en medios pagados.
Probably the number one trend, and it was like reflected in the speaker lineup that we brought on too, is that these speakers were not all just kind of paid social types, right? Like Oren and Jack and even Elfriede, they're all very heavy on the organic side. And probably the number one trend unanimous across all the speakers, that was the idea that the world of organic and paid are collapsing. And like, those are effectively the same thing. That was probably like trend number one.
Escúchalo en el minuto 4:21
Estandarizar una taxonomía común de formatos visuales para unir analítica e inspiración creativa
Medición y experimentosUtilizar la misma clasificación por etiquetas de formato visual tanto en el reporte de rendimiento publicitario como en la biblioteca de referencias creativas permite a los estrategas detectar rápidamente qué formatos no se están explotando y buscar ejemplos directos para enviar briefs claros al equipo de diseño.
iterate more of. Well, and check this out. So like, if you go to the filter and you filter by AI tags and you go by visual format, now it actually shows me this actually, this is a filter, but it shows me share another tab is that in our inspo feed, because the visual tagging is consistent across and then you can just look for inspo on comment response because we've tagged our entire inspo library with the same taxonomy. And so if you find an opportunity in that list that you want to go and test, then you can go jump over to the inspo feed and search for only the visual formats of that type…
Escúchalo en el minuto 41:19
Mensaje y copywritingUn gancho publicitario de alto rendimiento va más allá de frenar el scroll: debe tocar una fibra psicológica profunda sobre un dolor o aspiración real del cliente y estar intrínsecamente conectado con la propuesta de valor del producto.
And we're like, okay, what is it? She's like, a great hook is a psychological kill shot. And like, okay, that's very good. Like it's got a strike a nerve so deep that like, yes, it gets you to stop the scroll, but it's like, you feel gripped by it. Okay. You you've said something that resonates really deeply to a problem I have, or an aspiration that I have. And so now I'm intrigued about where you want to go next to like, okay, I resolve this pain or, or whatever it might be. And so like, that is the essence of a really great hook delivered that it wants to wind up at. And like, that's not…
Escúchalo en el minuto 13:59
La capacidad de escalar presupuesto publicitario está limitada por el tamaño del mercado (TAM)
Investigación de mercado y clienteCopiar las tácticas creativas de marcas masivas resulta ineficaz si el tamaño del mercado (TAM) objetivo es pequeño; el estratega debe evaluar el tamaño del mercado y el ajuste producto-mercado antes de definir metas de inversión y escala.
is the product that you're selling, does it have product market fit? How big is the tan? Like, managing up to the leadership and be like, okay, what are we actually selling? How big is the market for this thing? Is it realistic for us to go and spend, you know, many hundreds of thousands of dollars against this thing? Because is the market even big enough? And like, it is important, I think, like business acumen to think about things like market size, because, and does this product actually have like real product market fit with this audience that you want to sell to? And if not, like…
Escúchalo en el minuto 26:09
Construir un brazo de medios interno para educar sobre el problema de la categoría
Estrategia de contenidosEstructurar el equipo de marketing de contenidos como una empresa de medios interna enfocada exclusivamente en educar al mercado sobre un problema específico genera autoridad, comunidad y demanda sostenida en B2B.
but our team and following our blog and signing up to our newsletter are, we have a content team of about, I think six or seven people now. And the amount of stuff that they put out around creative strategy education is just like mind blowing. Uh, James who leads our content team, um, loves this stuff. And, uh, we've, we've almost like built a media company within motion to like educate this specific problem space. I think more interesting than me is following our, our content and signing up for all of our events because there's like really, valuable stuff in there.
Escúchalo en el minuto 53:00
Retroalimentar la estrategia de negocio con la señal pura de los datos publicitarios
Medición y experimentosEl valor del estratega publicitario frente a la automatización creativa radica en transferir los aprendizajes directos del mercado obtenidos en las campañas pagadas hacia las decisiones estratégicas de la empresa, cerrando la brecha entre la percepción de marca y la demanda real del cliente.
how the creative is getting automated with AI and so on. Like how can creative people level up and add more value? I think one of them is this like feeding back insights that they're learning through advertising back to like help guide business strategy and say like, here's what we're learning from the market. Here's what that actually means for the decisions that we might want to make on the business side. Um, because the feedback loop between what we're learning in the market and what we do on the business side, I think needs to get really rapid. And there's something really pure about the…
Escúchalo en el minuto 29:00
Volumen de captación de registros en eventos virtuales B2B de final de año
ConversiónMotion alcanzó 26.000 registros para un webinar de tendencias creativas celebrado a finales de diciembre (18 de diciembre), superando los 18.000 registrados de su cumbre principal anual (Creative Strategy Summit).
Guinness Book of World Records at the end of December. It was like December 18th. The time Absolutely. But you guys got like 24, 25,000 registrations for an online training on creative we had an event earlier in the year called the Creative Strategy Summit. And that one had 18,000 registrants and we're like, oh my God, this is crazy. And then the Creative Strategy Summit, So yeah, 26,000 registrants. We had a really great lineup of speakers with Oren John there,
Escúchalo en el minuto 2:16
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