Know which hook wins before you spend.

A hook has one job: earn the next second of attention. The hooks that do it are specific about one thing, the exact person, the exact pain, or the exact outcome. Vague lines get scrolled no matter how good the product is, which is why most weak hooks fail the same way: no number, no named buyer, no reason to keep watching.

The four subscores map to direct-response craft. Specificity rewards numbers, named audiences, and timeframes, the details that make a claim concrete. Emotion checks for the feeling words buyers actually voice. Curiosity gap looks for a question or open loop the viewer needs closed. Stakes looks for the cost of doing nothing. Every point is traceable: the breakdown shows the exact words that fired, so you can see why a line scored the way it did.

Use the score to shortlist, not to declare a winner. Draft wide, with the ad hook generator if you need volume, score everything, rewrite the weakest dimension on your best lines, then test the top 2 or 3 against each other. The market decides, the score just makes sure you never test a vague line.

The highest-scoring hooks tend to be ones customers already said, they arrive with the pain, the emotion, and the stakes built in. That is where scraping real comments beats writing from a blank page.