skills/write-hooks/references/hook-sources.md

# Hook Sources

Pain points are the most reliable hook source. Start here before trying other angles.

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## The 6 Pain-Based Source Categories

### 1. Emotional Pain Points (Start Here)

What keeps them stuck, worried, or frustrated. These are the deep fears and anxieties the audience carries but rarely articulates. Emotional pain is the highest-grip hook source because it connects to something the viewer is actively feeling.

**How to mine:** What does this persona worry about at 2am? What do they dread? What makes them feel like they're falling behind?

**Feeds into hooks via:** Pain Agitation, Identity Call-Out, Storytelling tactics. Sets up hooks that mirror the viewer's internal monologue.

### 2. Daily Annoyances

Small friction the audience lives with every day. These are low-stakes but high-frequency irritations that feel immediately recognizable. The hook doesn't need to be dramatic — just precise.

**How to mine:** What does this persona complain about to friends? What small thing do they wish worked better? What takes longer than it should?

**Feeds into hooks via:** Relatability, Question, Direct Address tactics. Creates "that's so me" recognition that stops the scroll.

### 3. Embarrassing Habits

What they do but don't talk about. These are the behaviors the audience engages in privately — the workarounds, the guilty pleasures, the things they'd never post about. Naming them creates instant intimacy.

**How to mine:** What does this persona do when no one is watching? What would they be embarrassed to admit? What's their secret workaround?

**Feeds into hooks via:** Confession, Relatability, Shocking Statement tactics. The hook says out loud what the viewer thinks privately.

### 4. Silent Frustrations

What they tolerate because they think it's just normal. These are problems the audience has normalized — they've accepted the friction as "just the way it is." Hooks that name silent frustrations create a moment of recognition: "Wait, it doesn't have to be like this?"

**How to mine:** What does this persona put up with that they shouldn't have to? What have they stopped complaining about because they gave up?

**Feeds into hooks via:** Contrarian, Myth Busting, Explainer tactics. Reframes the status quo as a problem worth solving.

### 5. Protective Beliefs

What they tell themselves to avoid having to change. These are the rationalizations and defense mechanisms the audience uses to stay comfortable. "It's not that bad," "I'll deal with it later," "That's just how I am." Hooks that surface protective beliefs create cognitive dissonance.

**How to mine:** What excuse does this persona give for not solving this problem? What belief would they have to let go of to take action?

**Feeds into hooks via:** Contrarian, Challenge, Bold Claim tactics. The hook challenges the belief, forcing the viewer to reconsider.

### 6. Self-Awareness Moments

The truth they already half-know but haven't admitted. These are the insights sitting just below the surface — the viewer has thought this but never said it. When a hook articulates a self-awareness moment, the viewer feels simultaneously exposed and understood.

**How to mine:** What does this persona suspect is true but hasn't fully confronted? What would they agree with if someone else said it first?

**Feeds into hooks via:** Direct Address, Question, Warning tactics. The hook gives voice to something the viewer has been avoiding.

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## Using Sources for Differentiation

When generating multiple hooks, vary the source category across the set. Two hooks mining the same emotional territory will feel repetitive even if the tactic differs.

Map each hook to its source category during generation to ensure coverage:

| Source | Best for stages | Strongest tactics |
|---|---|---|
| Emotional Pain Points | Unaware, Problem-Aware | Pain Agitation, Identity Call-Out, Storytelling |
| Daily Annoyances | Unaware, Problem-Aware | Relatability, Question, Direct Address |
| Embarrassing Habits | Problem-Aware, Solution-Aware | Confession, Relatability, Shocking Statement |
| Silent Frustrations | Solution-Aware | Contrarian, Myth Busting, Explainer |
| Protective Beliefs | Solution-Aware, Product-Aware | Contrarian, Challenge, Bold Claim |
| Self-Awareness Moments | Problem-Aware, Solution-Aware | Direct Address, Question, Warning |

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## Downstream Handoff

Hook sources feed directly into other skills:

- **write-hooks** — Each source category provides raw material for hook generation. Mine 1-2 pain points per source before writing.
- **create-concepts** — Source categories map to messaging angles. A concept built on a silent frustration will land differently than one built on an embarrassing habit.
- **build-brief** — Include the source category in the brief so the creative team understands the emotional territory the hook is mining.
- **ugc-scripts** — UGC scripts should open with hooks grounded in the same source that originated the concept. The source informs the talent's speaking style (confession vs. direct address vs. storytelling).