Scripts and hooks
A 30-second ad structure that holds attention
Hook, problem, product, benefits, call to action. How to spend about 75 spoken words so each part of a 30-second ad does one job.
2 Oct 2026 · 6 min read
Tag
#script
4 articles
Product video
UGC-style ads: what makes them feel real (and what gives them away)
UGC-style ads work because they look like a person talking into a phone. Most fail in the script, not the picture. What to keep, what to cut, and where honesty ends.
2 Oct 2026 · 6 min read
Scripts and hooks
Calls to action that are spoken, not shown
In a presenter-led vertical ad the call to action is a sentence someone says, not a button. Here is how to write that sentence so it gets acted on.
24 Sept 2026 · 6 min read
Scripts and hooks
A spoken ad script in 75 words
Why a 30-second ad holds about 75 spoken words, how to divide them between hook, problem, product, benefits and call to action, with two example scripts.
17 Sept 2026 · 6 min read
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