Video walkthrough
Watch on LoomThe result you want
Build a bank of 20 hooks, push beyond the obvious ideas, and develop one into a script that sounds right for your audience. Stefan’s approach is to give the next round a clearer creative direction—not keep asking for “better copy.” Once you choose a hook, use a separate reference for voice and an outline for the story.Practical use cases
Your hooks all sound alike
Explore different situations and story openings so you have more than headline rewrites to choose from.
The idea works, but the voice doesn't
Use a reference script for tone while keeping your own Product facts, audience, and offer.
The script takes too long to get going
Cut repetition and slow setup without losing the hook or the point of the story.
Before you start
Have your Product details, intended audience, ad format, and a reference script whose voice you like. Open Chat, select the relevant Product, and attach your voice reference. Add any missing audience or offer details before asking for hooks.1
Generate the first hook bank
Select the intended Product and explain the kind of ad you are writing. A conversational talking-to-camera ad needs a different opening from a static headline.Use the first batch to find promising directions:Read for ideas you could actually develop. Ask: what story would follow this opening, and why would this audience care?
2
Give the next round a specific direction
If the batch feels familiar, change the creative brief. Stefan’s follow-up asks for problem-aware openings built around unexpected situations, curiosity, and open loops.Use this to explore another 20 directions:An open loop gives the reader a reason to find out what happens next. It still needs an answer in the ad.Before selecting a hook, check any story, quotation, result, or Product claim it introduces. Replace invented customer experiences with material you can support.If an interesting premise contains an invented event, keep the creative direction and change the framing:
3
Choose the speaker and supply a voice reference
Select one hook before asking for a full script. Specify who is speaking and how the ad should feel.A voice reference is not a source for your Product’s ingredients, results, price, or offer. Tell Chat which part of the reference to use.Use this request to check the story before drafting:Read the outline for a connected argument. If the opening creates curiosity about one thing but the body explains another, fix that connection now.
4
Draft, then make a focused cut
When the outline fits, turn it into complete spoken copy:Read it aloud. Mark repeated ideas, slow setup, and sentences the speaker would not naturally say.Use a focused revision to shorten the draft:Check the actual timing after the revision; a word-count request does not establish the final runtime.
5
Carry the selected version into production
Save the full script, not a collection of selected fragments. Keep the hook, body, and CTA together.When you move to another Chat or workspace, copy the finished text and bring the relevant references with it. Include the decisions the next step needs.For a production handoff with visual notes and assets, follow Turn a reference ad into a script your editor can use.