# Hook brief

```yaml
project:
source_material:
platform:
placement:
format:
duration:
entry_mode: search | browse | paid | warm
objective:
qualified_action:
audience:
awareness_level:
central_thesis:
strongest_proof:
proof_status: observed | reported | inferred | forecast | unknown
voice:
constraints:
offer:
landing_page_promise:
cta:
current_facts_to_verify:
```

## Value unit

One sentence:

## Angle candidates

| Angle | Claim | Audience consequence | Proof | Payoff | Wrong audience risk |
|---|---|---|---|---|---|
| | | | | | |

## Promise chain

| Link | Promise |
|---|---|
| Packaging | |
| Opening | |
| First proof | |
| Body | |
| Payoff | |
| CTA/offer | |