1. Know your market sophistication The more aware your market is, the more competitive your hook needs to be. Level 1: Market has never seen your product. Education wins. Level 2: They’ve seen it before, but don’t trust it. Proof wins. Level 3: They’ve seen dozens of options.

2. Inject urgency into the problem Low-urgency problem: “I snore at night.” High-urgency problem: “My wife sleeps in a separate room because of my snoring.” The more immediate, painful, or emotionally charged the problem feels… …the more people stop scrolling.

3. Match your hook to awareness You can’t scale without speaking to every stage: • Unaware: Call out a symptom they don’t connect to the problem yet. • Problem aware: Show the transformation that’s possible. • Solution aware: Position your product as the best solution. •

4. Combine them in your creative process Example for a sleep supplement: • Level 1 + Unaware → “The real reason you wake up tired (and it’s not caffeine)” • Level 2 + Problem aware → “What if you could fall asleep in 5 minutes - every night?” • Level 3 + Solution aware →

5. The Monday test ritual Every Monday, upload 6–12 new creatives built around these rules. Run them for a full 7 days. Track CTR, CPC, and CPA by market stage + sophistication level. The winners? Scale. The losers? Extract what worked, dump the rest.

So that’s it. Thanks for reading. And follow me @nicktheriot_ for more real breakdowns from inside $10M–$100M+ ad accounts.

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