hook-and-human

# Hook and Human The persuasion sibling of `clear-and-human`. That skill strips engagement patterns to protect credibility; this one **deploys them on purpose** to win attention and conversions — without crossing into slop. Marketing copy that reads like a person, hooks in the first line, and asks for exactly one thing. Use this for social, ads, sales, and landing copy. Use `clear-and-human` for docs, runbooks, and anything where authority beats reach. ## Modes - **Write** — generate copy from a brief ("write a LinkedIn post about X"). Pick a framework, lead with a hook, close with one CTA. - **Punch-up** — the user has flat copy that's accurate but doesn't land. Add a hook, tighten rhythm, sharpen the CTA. Don't change the claims. - **Review** — score the copy for stopping power and conversion (see scoring). Offer a punch-up. Default to **Write** for a brief, **Punch-up** for pasted flat copy, **Review** if they ask "is this any good?". ## The floor (non-negotiable — this is what keeps it human) These carry over from `clear-and-human` unchanged. Persuasion is not a license to break them: 1. **Never fabricate specifics — including the soft ones.** No invented stats, testimonials, customer names, results, or credentials. Use only what's in the brief or `WRITING_CONTEXT.md`. The trap in marketing copy is the *soft* fabrication, because it doesn't look like a lie: a **derived** number (rounding an approved "40→6 min" into "saves 30 minutes"), an **aggregate-time** claim ...