Content Matrix
6 layers: from audience psychology to metrics diagnostics. Each builds on the last. Go from "what should I test?" to deployed creatives with a system that compounds — not one that collects dust.
6 layers. One compounding engine.
Most creative "systems" give you templates and hope for the best. The Content Matrix is a progressive framework — each layer builds on the one before it. Skip a layer and the whole thing breaks.
Audience Psychology
Map your audience's emotional state to choose the right persuasion strategy. Not demographics — the psychological landscape that drives purchase decisions. Includes heuristic combinations for decision-making and brand examples with explanations of why they work.
Hook Engineering
Engineer hooks that stop the scroll using proven templates and heuristic combinations. Hook templates mapped to awareness stages (Unaware → Problem-Aware → Solution-Aware → Product-Aware) with industry-specific examples across skincare, fitness, SaaS, and ecommerce.
Example hooks by industry:
- Skincare: "I tested 47 vitamin C serums. This $15 one won." — Credibility through testing + accessibility
- SaaS: "Set it up in 5 minutes. Forget about it forever." — Minimal effort promise
- Ecommerce: "47,000 women switched to this serum because it actually works" — Social proof + implicit comparison
Hook Doctor
Diagnose and fix weak hooks using the 4-factor evaluation system. Score every hook on Emotion, Clarity, Novelty, and Plausibility. Interactive slider tool for scoring hooks across all 4 factors.
Emotion
Does it trigger a visceral response?
✕ "Our advanced formula improves skin texture"
✓ "I cried when I saw my skin for the first time in 10 years"
Clarity
Can anyone understand it instantly?
✕ "Transform your marketing strategy with AI-powered insights"
✓ "Get 10 ad hooks in 2 minutes"
Novelty
Is it fresh or unexpected?
✕ "The best skincare for aging skin"
✓ "Why I stopped using anti-aging products at 45"
Plausibility
Can they believe it's real?
✕ "Make $10K in your first week guaranteed"
✓ "How I went from $0 to $10K/month in 6 months (with screenshots)"
Tone Matching
Match tone to pathway and awareness stage for maximum resonance. Tone clusters mapped to audience pathways with heuristic combinations per tone type.
Strong vs. weak tones:
- ✓ "We've helped 10,000+ brands improve their ad performance. Here's what we learned."
- ✕ "🔥 INSANE RESULTS!! You won't BELIEVE this!! 🔥"
- ✓ "I know how it feels to try everything and still hate what you see in the mirror."
- ✕ "Our proprietary algorithm leverages synergistic methodologies."
Visual Strategy
Choose visuals that stop the scroll before the hook does. Results-driven visuals (before/after, close-ups, side-by-side comparisons), emotional visuals (real customer faces, community imagery), and analytical visuals (clean dashboards, data visualizations). Anti-patterns: stock photos, generic lifestyle imagery, overly polished content.
Metrics & Diagnostics
Read metrics like a diagnostic to know exactly what to fix. Stop guessing why ads fail — the diagnostic patterns table tells you what's broken and how to fix it.
Used by YC-backed startups and solo media buyers.
Creative Strategists
You manage creative direction and need a shared system for developing ad concepts. The 6-layer framework gives everyone a common language and repeatable process.
Media Buyers
You handle strategy AND execution. The framework eliminates "what should I test?" paralysis — the diagnostic patterns tell you exactly what's broken and how to fix it.
Agency Teams
You serve multiple clients and need a system that works across industries. The 6-layer framework adapts to any market — the psychology is universal.
DTC Founders
You think in positioning and messaging but need to translate that into performance creative. This bridges the gap between strategy and execution with printable reference cards for each layer.
CIS vs Content Matrix
Either product works on its own. Together they're the complete system.
Creative Intelligence System — $67
Best for: "I need a hook right now." You want a searchable library of 543 proven hooks to deploy immediately.
What it is: The finished artifacts — hooks, formats, and psychology explanations. Reference and deploy.
Learn MoreContent Matrix — $127
Best for: "I want to understand WHY hooks work." You want to build the thinking framework — not just deploy existing hooks, but engineer your own.
What it is: The 6-layer framework — audience psychology, hook engineering, diagnostics, and the ability to create creative intelligence from scratch.
Buy Now — $127“It was process driven. Test an ad, generate insights, build new creative based on the insights and re-test. It's the process that wins — not any one idea!”
“He doesn't just look at surface level metrics; he digs through the data, uncovers what actually matters, and turns it into a clear plan the team can act on.”
6 layers. One system.
Creatives that compound.
One-time purchase · $127 · Full framework · Instant access
Buy Now — $127 Get instant access