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1,929 direct-response hooks across 21 categories, mapped to Schwartz's awareness levels. Sign in to fork, edit, and generate ads.

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100 random hooks
  • Pattern InterruptAre you sitting down?
  • POV/RelatableIf you know, you know.
  • Problem-AwareYou've tried [COMMON SOLUTION 1], [COMMON SOLUTION 2], and [COMMON SOLUTION 3] — and you still have [PROBLEM].
  • Most-AwareHere's the link before the price goes up Friday.
  • CuriosityThe thing I noticed at 3am that I can't stop thinking about.
  • AuthorityAs a former [PROFESSION], never say this on a [COMMUNICATION_METHOD].
  • FearThe reason your [GOAL] keeps slipping isn't lack of effort — it's [HIDDEN CAUSE].
  • Most-AwareWe just lowered the price on [PRODUCT NAME] permanently. Here's why.
  • AuthorityAfter [NUMBER] patients, I stopped recommending [COMMON THING].
  • CuriosityI cracked the code on [PROBLEM] and I'm not sure how I feel about it.
  • ComparisonWhat the listing says vs what the inspector found.
  • AspirationalThe future is not a place you arrive at — it's a habit you keep.
  • Most-Aware[PRODUCT NAME] has been our #1 reorder for [NUMBER] months in a row. Here's why.
  • POV/RelatableSome of you need to hear this today.
  • Listicle[NUMBER] cheap fixes for the most expensive household problems.
  • StoryI had three months of runway and a baby on the way. Then [EVENT] happened.
  • AspirationalThe version of you who [HABIT] daily is closer than you think.
  • POV/RelatablePOV: you're the friend who always picks the restaurant.
  • UrgencyThe clock is real this time. We've never extended a deadline. Not starting now.
  • Proof1 in 4 [AUDIENCE] will face [PROBLEM] this year. Most have no plan.
  • Problem-AwareYou don't have a discipline problem. You have a [ROOT CAUSE] problem.
  • Pattern InterruptPull over if you're driving. Then come back.
  • Classic DRWhat every [AUDIENCE] should know about [TOPIC] — but doesn't.
  • Solution-AwareSame category. Different mechanism. That's the entire pitch.
  • ProofOnly 6% of [AUDIENCE] have ever read their own [DOCUMENT]. That's where the money's hiding.
  • Most-AwareYour last bottle is almost out. Here's a one-tap reorder.
  • Comparison[FINANCIAL_METRIC_A] vs [FINANCIAL_METRIC_B] — the spreadsheet doesn't tell the full story.
  • ContrarianThrow out your [COMMON TOOL/PRODUCT]. You don't need it.
  • CuriosityI almost deleted this video. Then I realized [AUDIENCE] needed to see it.
  • Most-Aware[PRODUCT NAME] now ships to [NEW REGION]. Customs and duties included in the price.
  • Listicle[NUMBER] supplements I stopped taking and why.
  • StoryMy business partner ghosted me with [DOLLAR AMOUNT] of payroll due Friday.
  • Listicle[NUMBER] product features that sound great and quietly suck.
  • Pattern InterruptOkay. Real talk.
  • Comparison[APPROACH_A] vs [APPROACH_B] — I did both for [TIMEFRAME]. Here's the split.
  • Pattern InterruptOne second. Just one.
  • Social ProofThe reviews are unhinged. In a good way.
  • UnawareThe default settings on your [DAILY THING] were chosen by someone who isn't you.
  • Social Proof[BIG NUMBER] people can't be wrong.
  • Solution-AwareThere's finally a [SOLUTION CATEGORY] that doesn't [COMMON DOWNSIDE].
  • Problem-AwareYou haven't lost discipline. You've been quietly exhausted for [TIMEFRAME].
  • CuriosityThe reason [TRUSTED FIGURE] quietly stopped recommending [POPULAR PRODUCT].
  • UGCDay [NUMBER] of using [PRODUCT] until [GOAL].
  • StoryThe CEO looked at my pitch and said, "I've seen this before, but worse." That was the kindest thing he could've said.
  • Problem-AwareIf [PROBLEM] is keeping you up at night, you're not alone — and you're closer to the fix than you think.
  • AspirationalImagine [GOAL] not as a finish line but as a baseline.
  • Comparison[INDUSTRY STANDARD] vs [WHAT WE BUILT INSTEAD].
  • QuestionWhat would you build if you stopped polishing it?
  • Problem-AwareYou've changed your [HABIT], your [HABIT], and your [HABIT]. The [PROBLEM] is still there.
  • ContrarianI quit [POPULAR THING] for [TIMEFRAME]. Here's what happened.
  • AuthorityWhen my own kid asked, this is what I told her.
  • Classic DRHow a [PERSON] with no [USUAL ADVANTAGE] [OUTCOME] in [TIMEFRAME].
  • POV/RelatablePOV: you're 34 and your back hurts because you slept.
  • Listicle[NUMBER] phrases that make a kid feel safe.
  • Most-AwareThe [PRODUCT] that [SOCIAL PROOF NUMBER] people are calling [SUPERLATIVE].
  • Listicle[NUMBER] things that look professional but quietly cost you money.
  • UrgencyPricing goes up 35% on May 15. Everything before then is locked in.
  • POV/RelatablePOV: it's the version of you a year from now thanking you for clicking this.
  • Social ProofThe before-and-afters keep getting wilder.
  • Comparison[OPTION_A] vs [OPTION_B] — who actually saved me money.
  • ContrarianI'll probably get hate for this, but [BOLD CLAIM].
  • POV/RelatablePOV: it's the third coffee and the anxiety is now caffeine, not vibes.
  • QuestionWhen did you start making decisions out of fear instead of vision?
  • ProofThe fastest-growing [SEGMENT] in [INDUSTRY] grew 412% YoY. They all use this one tactic.
  • AuthorityMy first [NUMBER] clients taught me this. My last [NUMBER] confirmed it.
  • ContrarianDon't [POPULAR ACTION] until you read this.
  • FearWhat no one tells you before you sign the [DOCUMENT].
  • Most-AwareThe [PROGRAM] is open. The price is [DOLLARS]. The deadline is [DATE]. The link is below.
  • Social ProofEveryone in [SPECIFIC COMMUNITY/GROUP] is using this. Here's why.
  • ContrarianYour goals are too small. Not too big.
  • POV/RelatableHey [TARGET AUDIENCE] — quick check-in.
  • FearThe cost of doing nothing is rarely zero — and it's never lower tomorrow.
  • Problem-AwareEvery [SOCIAL EVENT] becomes a calculation: how long can I stay before [PROBLEM] starts.
  • ProofWe A/B tested 60 versions of [THING]. The winner beat the runner-up by 412%.
  • Classic DRWhat every [TARGET AUDIENCE] should know about [TOPIC] — but most don't.
  • CuriosityThe reason I stopped [COMMON HABIT] has nothing to do with [EXPECTED REASON].
  • FearIgnoring [PROBLEM] won't make it go away. It'll make it expensive.
  • UrgencyWe made [SMALL NUMBER] of these. When they're gone, they're gone.
  • CuriosityWhat [HIGH-STATUS GROUP] does differently when nobody's watching.
  • ComparisonYear-old me vs current me — the one habit that changed everything.
  • UrgencyLast call before we close enrollment for the year. Yes, the whole year.
  • Classic DRFree [REPORT/GUIDE/SAMPLE] reveals [SPECIFIC PROMISE].
  • ContrarianThe "[POPULAR_BELIEF]" people don't actually [NEGATIVE_OUTCOME]. They just [REFRAME_ACTION].
  • UrgencyHeads up: prices on [PRODUCT] go up [DATE]. This is your only warning.
  • POV/RelatableMe, after one productive morning: I have decoded life. Me, the next day: [DISASTER].
  • ContrarianIf you're still [DOING TREND], you're already late.
  • UrgencyThe price goes up at midnight.
  • AspirationalBecome the [AUDIENCE] whose name precedes them in the right rooms.
  • Problem-AwareYou used to be the person who [POSITIVE TRAIT]. [PROBLEM] keeps interrupting that person.
  • ComparisonTherapist vs life coach — when to call which.
  • Problem-AwareIf you're still [DOING OUTDATED THING] in [CURRENT YEAR], we need to talk.
  • Solution-AwareThe protocol [PROFESSIONALS] use privately is rarely the one they sell publicly.
  • POV/RelatablePOV: you're the friend everyone vents to and you have a notes app full of unsent paragraphs.
  • Listicle[NUMBER] ways to spot a fake [PRODUCT] in 10 seconds.
  • Social ProofThe first 100 customers became the next 1,000 customers.
  • AuthorityStudied [TOPIC] for two decades. Recently changed my mind on one thing.
  • Pattern InterruptRead this in [INSIDER VOICE] for full effect.
  • AuthorityI've designed [NUMBER] of these. The cheap fix beats the expensive one 8 out of 10 times.
  • QuestionWhy do some [TARGET AUDIENCE] [GET RESULT] easily while others struggle for years?
  • UGCThree things [PRODUCT] does better than [COMPETITOR].
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