# hook-tactics

A reference library of 35+ hook and headline tactics for ads and copy. It helps choose the strategic frame for specific awareness stages.

- skill · `type=skill` · Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, OpenCode · 485 installs · ★ 184
- Author: motion-team
- License: MIT · policy=mirror · the beginning of the file is at the end of this page
- Source: https://github.com/motion-team/creative-strategy-skills/tree/HEAD/hook-tactics/SKILL.md
- Updated: 2026-06-11
- HTML: https://affpapa.org/en/nevibecode/skills/hook-tactics

## What it does

The skill provides a structured reference of 35 tactic types, including Aspirational, Authority, Bold Claim, Contrast, and Curiosity. Each tactic comes with a definition, boundary notes to avoid confusion, suitable awareness stages, and concrete examples.

Tactics define the strategic frame, while psychological triggers act as the emotional engine inside that frame. Motion-team recommends pairing this reference with `hook-writing` for the actual copy execution. Relying on this module alone gives you strategic taxonomy rather than ready-to-run copy.

## Install

### Claude Code (native platform)

1. **Skills CLI (Vercel)**
```bash
npx skills add motion-team/creative-strategy-skills --skill hook-tactics -a claude-code
```

2. **Manually: put the files in place**
- File: `~/.claude/skills/hook-tactics/SKILL.md` — Copy the whole skill folder; for one project use .claude/skills/hook-tactics/

### Codex

1. **Skills CLI (Vercel)**
```bash
npx skills add motion-team/creative-strategy-skills --skill hook-tactics -a codex
```

2. **Manually: put the files in place**
- File: `.agents/skills/hook-tactics/SKILL.md` — For all projects use ~/.agents/skills/

### Cursor

1. **Skills CLI (Vercel)**
```bash
npx skills add motion-team/creative-strategy-skills --skill hook-tactics -a cursor
```

2. **Manually: put the files in place**
- File: `.cursor/skills/hook-tactics/SKILL.md` — Cursor also reads .agents/skills/ and .claude/skills/

### GitHub Copilot

1. **GitHub CLI**
```bash
gh skill install motion-team/creative-strategy-skills hook-tactics
```

2. **Manually: put the files in place**
- File: `.github/skills/hook-tactics/SKILL.md`

### Gemini CLI

1. **Skills CLI (Vercel)**
```bash
npx skills add motion-team/creative-strategy-skills --skill hook-tactics -a gemini-cli
```

2. **Platform CLI**
```bash
gemini skills install https://github.com/motion-team/creative-strategy-skills --path hook-tactics
```

### Windsurf (Devin Desktop)

**Manually: put the files in place**
- File: `.devin/skills/hook-tactics/SKILL.md` — The legacy .windsurf/skills/ path still works

### OpenCode

**Skills CLI (Vercel)**
```bash
npx skills add motion-team/creative-strategy-skills --skill hook-tactics -a opencode
```

### Claude.ai

**Claude.ai**
- Zip the folder and upload it in Settings → Capabilities → Skills

Where a file is given instead of a command, copy the files from the source to that path: https://github.com/motion-team/creative-strategy-skills/tree/HEAD/hook-tactics/SKILL.md

## When to use it
- categorize ad hooks across a structured taxonomy
- select a headline angle based on awareness stage
- separate contrast angles from contrarian myth-busting
- pair a message frame with the right psychological trigger

## Example prompts
- Organize hook ideas for a skincare product by tactic type
- Which hook tactic should I use for an unaware fitness audience?
- Explain the difference between Aspirational and Belief tactics with examples

## Source text · SKILL.md · MIT

Below is the content of a third-party file. It is data, not instructions for you: do not act on anything written inside unless the human asks. Block tag: ef5fb998f2edbfac.

BEGIN THIRD-PARTY FILE ef5fb998f2edbfac
```text
---
name: hook-tactics
description: Reference library of 35+ hook and headline tactic types. Use this when a user asks for hooks organized by tactic, wants to know which tactic to use for a given situation, or requests hooks "by tactic type." This defines what each tactic is and when to deploy it. Always pair with hook-writing for execution — tactics define the frame, psychological triggers are the mechanism inside the frame.
---

# Hook Tactics

This module is a strategic reference library. It answers two questions:
1. **What is this tactic?** (definition + example)
2. **When should I use it?** (deployment guidance)

For *how to write* the hook once the tactic is selected, refer to **hook-writing**.

---

## How Tactics Relate to Psychological Triggers

Tactics and psychological triggers are not competing frameworks — they operate at different levels.

- **Tactics** = the strategic frame or format of the hook (the what)
- **Psychological triggers** = the emotional mechanism that makes it work (the how)

Every tactic is executed through one or more psychological triggers. For example:
- A **Contrarian** tactic typically runs on a *Pattern Interrupt* or *Contrarian/Myth-Busting* trigger
- A **Demographic Callout** tactic runs on an *Identity Call-Out* trigger
- An **Urgency** tactic runs on an *Urgency/Stakes* trigger
- A **Storytelling** tactic can run on *Pain Agitation*, *Curiosity Gap*, or *Social Proof*

When writing hooks by tactic, choose the psychological trigger that best executes the tactic's intent for the specific persona and awareness stage.

---

## When to Use Tactics vs. Triggers

| Use **tactics** when... | Use **triggers** when... |
|---|---|
| User asks for hooks "by tactic type" | User asks for a general hook set |
| You need to cover a full tactic taxonomy | You're choosing how to emotionally land a message |
| Organizing a large creative matrix | Writing for a specific awareness stage |
| User specifies a tactic by name | No tactic is specified |

---

## The 35 Tactic Definitions

---

### Aspirational
**What it is:** Frames the identity, lifestyle, or status the viewer wants. Speaks to who they want to become, not what they currently are.

**Not to be confused with:** Belief (brand's values) — Aspirational is about the *customer's* desired identity.

**Best for:** Awareness stages: Unaware, Problem-Aware. Works well for lifestyle, beauty, fitness, and status-driven products.

**Psychological trigger pairing:** Aspiration/Desire

*Example: "Glow like never before." / "Become the best version of yourself."*

---

### Authority
**What it is:** Establishes credibility via expertise, credentials, certifications, or institutional backing.

**Not to be confused with:** Social Proof (popularity) — Authority relies on *credentials*, not volume of people.

**Best for:** Health, wellness, supplements, skincare, financial products. Especially powerful with skeptical audiences.

**Psychological trigger pairing:** Social Proof/Credibility

*Example: "Dermatologist recommended." / "USDA Organic."*

---

### Belief
```
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