# Hook scoring rubric (100 points)

The same rubric used by `tools/hook-scorer.html`, so scores from Claude and from the tool are comparable. It's a set of heuristics, not a prediction of views. A 90 hook on a weak video still loses.

| # | Criterion | Points | How it's scored |
|---|---|---|---|
| 1 | **Length** | 15 | 4–12 words = 15 (sayable in ~4 seconds) · 1–3 words = 7 · 13–16 words = 6 · 17+ words = 0 |
| 2 | **Specificity** | 15 | Contains a real number, price, %, or number word ("seven", "hundred") = 15 · a named thing (a product, a role) but no number = 10 · neither = 5 · −5 if it leans on vague words ("stuff", "things", "a lot", "so much") |
| 3 | **Speaks to the viewer** | 10 | "You / your", a named audience ("freelancers", "founders", "people"), or a direct instruction ("Stop…", "Copy this…") = 10 · only "I / my" = 5 · no person at all = 0 |
| 4 | **Curiosity gap** | 15 | 6 points per type of gap signal, max 15. Signal types: a pointer ("this", "here's", "there's a", "the exact", "look at", "watch"), a question or why/how/what, a contrast ("but", "not", "instead", "until", "nobody", "stop", "before/after", "used to… now", "from X to Y", "vs"), an open ending or formula (":", "=", "…") |
| 5 | **No hype** | 15 | Start at 15 · −8 per hype word (insane, crazy, amazing, mind-blowing, game-changer, revolutionary, unlock, supercharge, incredible, unbelievable, ultimate, next-level, epic, magic, hack, literally, "really cool", "you won't believe") · −3 for 2+ ALL-CAPS words (acronyms like AI, SaaS, API excluded) or "!!" |
| 6 | **Starts from desire/problem** | 15 | First 4 words carry the viewer's outcome or pain (you, if, stop, still, tired, hours, money, clients, views, without, behind, mistake…) = 15 · neutral start = 10 · first words are tool talk (a product name, "this AI tool", "new app") = 7 · filler opener ("Hey guys", "So", "In this video", "Today I'm going to") = 0 |
| 7 | **One clear thought** | 15 | Start at 15 · −5 if "and" appears 2+ times · −5 for 3+ commas · −5 if average word length is over 6.5 letters (jargon) |

**Bands:** 0–49 Rewrite · 50–69 Needs work · 70–84 Good · 85–100 Ship it.

## Exceptions you're allowed to make (say so when you do)

- **Tool-first is fine** for product-aware viewers or in the first ~72 hours of a big launch, when the tool name *is* the news. Then criterion 6 scores on whether the second half names the viewer's stake.
- **A one-word intensity verdict** ("This is ridiculous.") can work for a creator the audience already trusts, if the proof appears within 2 seconds. Still costs points here, on purpose.

## Worked example

Hook: *"This insane new AI tool will completely change how you work!!"* (11 words)

| Criterion | Score | Why |
|---|---|---|
| Length | 15 | 11 words |
| Specificity | 5 | No number, no named result |
| Viewer | 10 | "you" |
| Curiosity | 12 | Two signals ("This", "how"), but the promise is vague |
| No hype | 4 | "insane" (−8), "!!" (−3) |
| Desire first | 7 | Opens with tool talk ("This insane new AI tool") |
| One thought | 15 | One idea |
| **Total** | **68** | Needs work |

Rewrite: *"Your client proposals take 2 hours. This makes them 2 minutes."* → 90+.