motion-team/creative-strategy-skills

# Brand Intake

This does two things in sequence:
1. **Interviews** the user to collect essential seed information about the brand
2. **Researches** the brand using that information to build a comprehensive brand context document

The output is a structured markdown file (`brand-context.md`) that all downstream modules — Creative Strategy Engine, Hook Writing, Creative Mechanics — can reference as the foundational context layer.

---

## PHASE 1: INTAKE INTERVIEW

Before researching anything, ask the user the following questions. Ask them **all at once** in a single message — do not drip them one by one. Group them clearly so the user can answer quickly.

# Creative Mechanics

Creative mechanics are the **structural patterns that define how an ad creates meaning.**

They are not hooks (what you say) and not visual formats (what it looks like). They are the underlying mechanism — the cognitive or emotional move the ad makes that causes the viewer to feel something, conclude something, or remember something.

**The same mechanic can be executed across multiple visual formats.**
The Implied Answer works as a lifestyle video, a static image, a talking head, or a carousel. The mechanic travels. The format is just the vessel.

---

## Where Mechanics Sit in the Creative Stack

```

# Creative Strategy Engine

This framework defines the strategic structure for organizing creative strategy using pain/persona-based messaging angles deployed across awareness stages.

**This resource provides STRUCTURE, not EXECUTION.** It teaches you how to map the strategic landscape, not how to write hooks or scripts. For execution, use specialized tools like Hook Writing or Script Writing.

## What This Framework Does

The Creative Strategy Engine is a system for:
1. Organizing your creative strategy around specific pain × persona intersections
2. Defining messaging angles for each intersection
3. Mapping those angles across the full funnel (5 awareness stages)
4. Creating a matrix of strategic opportunities for content creation

# Hook Tactics

This module is a strategic reference library. It answers two questions:
1. **What is this tactic?** (definition + example)
2. **When should I use it?** (deployment guidance)

For *how to write* the hook once the tactic is selected, refer to **hook-writing**.

---

## How Tactics Relate to Psychological Triggers

Tactics and psychological triggers are not competing frameworks — they operate at different levels.

# Hook Voice Patterns

This is a **living swipe file** — a library of hook templates collected from real scroll-stopping content in the wild. These are not invented frameworks. They are structural patterns that already proved they work on an actual human feed.

> Looking for more hook inspiration? Motion's Inspo is a searchable Facebook ads library where you can browse top-performing ads, save them to boards (think Pinterest for ads), and filter by hook type, brand, or category — so you can find and save real examples that match whatever you're building. [motionapp.com](https://motionapp.com/)

**How to use this:**

This is a mid-execution resource. hook-writing drives the process — reach for patterns here when a hook has the right psychological trigger but sounds constructed rather than native to the feed.

- hook-writing is running. You have your trigger, your persona, your awareness stage.
- A hook draft feels like an ad — the structure is correct but the sentence doesn't sound like a person.
- Pull a template from this library that matches the tactic or emotional register you're executing.
- Fill in the `[bracketed variables]` with product, persona, or pain-specific language.

# Hook Writing

This resource writes **psychologically-driven hooks** that stop the scroll, trigger an emotional response, and pull people into the creative.

A hook's only job is to make someone stop and watch (or read). It does this by triggering a psychological or emotional response in the first 1–3 seconds. Boring hooks lose the viewer instantly. Great hooks feel like the content was made specifically for them.

---

## Before You Write: Required Inputs

To write great hooks, you need:

1. **Product** — What is it? What does it actually do?
2. **Pain or Desire** — What specific pain does it solve, or desire does it fulfill? (If using Creative Strategy Engine, this is already mapped)

# Review Audit

This system mines positive customer reviews to extract the insights that make ad copy actually work — the real language, real pain, real moments, and real transformations that customers experienced. The output feeds directly into creative strategy and hook writing.

**The goal is not to summarize reviews. The goal is to find the raw material for ads.**

---

## What You Need Before Starting

Reviews can be provided in any format:
- Pasted directly into the chat
- CSV or spreadsheet upload
- Copy/pasted from a document

# Visual Formats

Visual formats are the **production structure** of an ad — what it looks like, how it's built, and what medium it lives in.

They are not hooks (what you say), not mechanics (how the viewer arrives at the truth), and not messaging angles (what the core truth is). Format is the vessel. creative-mechanics defines what moves inside it.

---

## Where Formats Sit in the Creative Stack

```
Messaging Angle (creative-strategy-engine)
    ↓
Creative Mechanic (creative-mechanics)