Performance & Social Frameworks
The frameworks for the world of paid social and performance creative - where the algorithm rewards volume and diversity, and the job is to generate many sharp, different things to say about one product. Each with a live diagram, worked examples and honest sources.
Hi5 Framework
A 5 x 5 x 5 ideation matrix for paid social. Awareness x Persona x Desire = 125 distinct things to say about one product - walk the cube and you get the creative volume and diversity Meta's Andromeda algorithm rewards.
Customer Awareness Stages
Eugene Schwartz's five stages - Unaware, Problem-Aware, Solution-Aware, Product-Aware, Most-Aware. The model that decides what an ad is even allowed to say, and the awareness axis the Hi5 Framework runs on.
Hook-Retain-Reward
The retention spine of short-form video. Hook the scroll in the first 3 seconds, retain attention through the middle, reward the watch with a payoff - the structure behind ads that actually get watched.
The 3-3-3 Creative Testing Framework
3 concepts x 3 variations x 3 hooks = a 27-asset test matrix. The post-Andromeda system for finding winning Meta ads fast - test concepts, not just colours, and let the data crown the winner.
The Value Equation
Alex Hormozi's formula for why an offer converts: Dream Outcome x Perceived Likelihood, divided by Time Delay x Effort. Raise the top, shrink the bottom, and the offer sells itself.
Market Sophistication
Eugene Schwartz's five levels of how many claims a market has already heard. The sister of awareness - it tells you how hard you have to work to be believed, and when to stop competing on claims.
Hook-Story-Offer
Russell Brunson's three-beat structure for a paid ad: a hook that stops the scroll, a story that builds belief, an offer they can't refuse. The copy spine under most high-converting direct-response ads.
STEPPS
Jonah Berger's six drivers of why things spread - Social currency, Triggers, Emotion, Public, Practical value, Stories. The framework for engineering shareable, contagious social content.
PASTOR
A six-part persuasion structure for long-form copy and VSLs - Problem, Amplify, Story, Transformation, Offer, Response. PAS with the proof and the close built in.