Editing Dialogue and Hooks

What the Copy Step Is

After the Product step, the wizard takes you to the Copy step. This is where you set the words spoken on screen. Each scene of the creative has its own dialogue line that the persona delivers.

The Copy step is mostly editing, not writing from scratch. The AI proposes a starting dialogue per scene based on the campaign brief, the persona, and the showcase configuration. Your job is to tune it.

What You See

The Copy step lays out one card per scene. A typical creative has a card for each scene that will appear: Hook, scene 1, scene 2, problem, solution, call to action. The exact set depends on how you configured Product Showcase.

Each card shows:

• The scene label (Hook, Scene 1, etc.).
• The proposed copy in an editable text area.
• A naturalized variant when one is available (a softer rewrite of the same idea, generated by the AI for tone).
• A regenerate control when one is offered.

Two Ways to Change the Copy

1. Edit Directly

The fastest way. Click into the text area and type. Whatever you write becomes the line the persona delivers. Changes save as you make them.

Direct edits are the right move when:

• You know exactly what you want to say.
• The proposed line is close but needs a specific tweak (a product name correction, a sharper outcome, a brand specific phrase).
• You are copying a hook that already worked elsewhere.

2. Regenerate Variations

The AI can produce alternative phrasings for a scene's dialogue. Each scene has a limit on how many regenerations you can run before submitting (the wizard tells you how many you have left).

Use regenerations when:

• The proposed line feels off but you are not sure what to write instead.
• You want to see two or three alternatives side by side before picking.
• You are exploring different hook angles for the same product.

A "naturalize" pass can rewrite a stiff line into something more conversational. Use it when the proposed copy reads too written, too formal, or too scripted.

After regenerating or naturalizing, you can still edit the result directly. Regenerate first to explore, then edit to lock in.

Writing Hooks That Land

The Hook is the most important card on the Copy step. The first two seconds of any short form ad determine watch through. A weak hook means everything that follows gets scrolled past.

Patterns that consistently work:

A direct question. "Still spending $50 a month on protein powder?" Creates curiosity, invites the answer.

A bold or specific claim. "Three drops and my skin looks awake for the first time in months." Concrete outcome on a real timeline.

A problem statement. "My pit bull has destroyed every toy I have bought him." Triggers recognition for anyone who shares the problem.

A visual disruption hint. A line that pairs with an unusual on screen action (a quick before-and-after, a surprising product use). The persona's words and the visual moment work together.

Across all patterns, the principle is relevance. The hook should connect to the viewer's experience or pain, not lead with product features.

Writing Body Copy That Holds

After the hook, the body scenes need to do two things: deliver the value proposition and hold attention.

Name a real outcome. "Visible results in 14 days" beats "great results". "Charges fully in under 30 minutes" beats "fast charging".

Use plain language. Avoid jargon and marketing speak. The video should feel like a recommendation from a real person.

One idea per scene. Each scene gets one beat. Trying to pack two or three benefits into a single scene makes the dialogue feel rushed and the visuals feel busy.

End with a call to action. The last scene should give the viewer something to do. "Tap the link below," "Use code FIRST10," "Try it for 30 days risk free." Concrete actions beat vague encouragement.

Testing Different Hooks Across Creatives

The fastest way to find a winning hook is to ship multiple creatives in the same campaign with different hooks. Same product, same persona, same showcase configuration. Different hook on each creative.

Three to five creatives with deliberate hook variation usually surfaces the winner within a few days of testing. The losers tell you almost as much as the winner: if a hook style consistently fails for your audience, you know to avoid it on future products.

Common Issues

The dialogue references something incorrect about my product. Fix it directly in the editor before submitting. The AI proposes from the research brief, which can occasionally miss a detail.

The naturalized version sounds too casual for my brand. Use the original or edit the original directly. Naturalize is a tool, not a requirement.

I have used all my regenerations and still do not have what I want. Edit directly. Or save the current state, submit, and try a fresh angle on a new creative.

For the persona behind every spoken line, see How Persona and Actor Direction Work. For the showcase clip side of the wizard, see Configuring Product Showcase Clips.