Hookmoi works backwards from a business goal to a dated run of content, planned around what you actually sell, who buys it and how you talk. Every piece carries a written sentence saying what it is for, so you can point at any of them and read the reason.
There is no card taken to start. It is £97 a month afterwards, and you cancel it from your own account page whenever you want.
It reads your website and your Instagram when you sign up, so the first thing it writes already knows what you sell and how you say it.
They are the reasons people buy a content tool, and most of the reasons they stop using one.
You open the calendar and there is nothing planned. The anxiety is recurring rather than occasional, which is why the first thing Hookmoi shows you is how many days of planned content you have left.
Bought idea packs and general tools produce content about a subject. They know nothing about your offers, your proof or the words your buyers use, so the work could have been made for anybody in your industry.
You post consistently and sell nothing, because no piece in the run moves anybody from what they currently believe to the thing they would have to believe before buying from you.
Nothing further down this list is allowed to decide anything further up. A format is chosen because of the job, the job exists because of the phase, the phase exists because of the goal. That ordering is what stops it drifting back into producing posts about a subject.
Every dated piece is aimed at one of three stages, and the calendar colours them so you can see the shape of a month at a glance.
Drawn with the product's own interface rather than pictured, so what is below cannot quietly fall out of date. The content in them is written for this page, because an example that could be mistaken for somebody's real account would be a poor way to start.
Answer the fear that stops people booking, before they have to ask it. Second week of the trust phase, aimed at people who have watched three pieces and not messaged.
Nobody tells you what day four feels like. Everybody shows you the set on the day it is done, and then you are at home on Thursday wondering whether something has gone wrong. Here is what the week actually looks like, day by day, so you know what is normal before it happens to you.
Each one exists to feed the next. None of them is a separate tool bolted on.
Your offers, the beliefs you are arguing for, your proof points, the claims you will never make, and the language your audience uses. Typed in once by you, read by everything that writes afterwards.
A goal becomes a belief journey, the journey becomes phases, and the phases become dated slots. Each slot carries its job, its mode, its type, its stage, its pillar and usually the offer it is working for.
A script written against that job, in your voice, with thirteen named persuasion devices pointing at the lines they appear in. You can see which one is being used on you, argue with it, and swap it.
Drop in a voice note and the real moments are mined out of it, then checked back against what you actually said before anything is written from them. Your own stories are the part of the brand nobody else has.
Background agents watch the sources you approve and leave opportunity cards waiting for a decision. Accepting one turns it into a brief that states what is known, what is assumed and what making it would cost.
Something to talk to that can see the whole workspace. It drafts without asking and proposes anything that would change your strategy or your calendar, which you then confirm or refuse.
No agent may produce a number, a source, a trend, a case study or a deadline that it was not given. Where something is an assumption rather than an observation it has to say so, and the interface draws assumptions differently so you can see which is which at a glance.
Agents draft and suggest. Nothing publishes itself, nothing is approved unread, and the background agents that watch your sources cannot change anything at all; they produce cards and wait for you to rule on them.
Any number shown to you is a query against your own data. No agent assembles a performance summary, because an agent with nothing to report will report something anyway.
One account, separated from every other account at the database level rather than by a filter somebody has to remember to write. Everything in it can be exported at any time, including after you stop paying.
There is no tier that withholds the thinking and sells it back to you later.
£97a month
Fourteen days free before that, with no card taken. The trial starts when you sign up rather than when you first log in, so the days are yours whether you use them or not.
Payment is taken by Stripe on its own pages. No card details ever reach Hookmoi. Cancelling is a button on your account page.
No. Nothing in Hookmoi publishes itself, so you approve a script and posting it stays your job on your own accounts.
No. Beauty and coaching are the markets it was tested against first, because they are the ones its author knows. Nothing in the product is specific to them.
The intake is long on purpose and is the first thing that happens. It is the difference between content that could have been made for anybody and content that could only have come from you, so it is not a step worth rushing.
Bring it with you. The pillars, offers, proof points and voice sample are all typed in by you, and the product plans around what you give it rather than replacing your own judgement about your business.
Everything you have made stays there and stays exportable. What stops is generating anything new.
Hookmoi is new. It was built in 2026 and is opening to its first accounts now, which is worth knowing before you hand it a quarter's content planning.
Rachel Garrick has spent twenty years running a service business with people sitting in front of her, and the last few of them selling training to the people who do the same work. Hookmoi exists because the content planning that grew that business was being done by hand, in a notebook, against a goal that only existed in her head.
It was built for that job rather than as a general writing tool, which is why it asks about business models and belief journeys before it will write a line, and why it refuses to produce a figure or a case study nobody gave it. Both of those come from selling to an audience that can tell when it is being handled.
Nothing on this page is a customer result, because Hookmoi has not had customers long enough to have any worth showing. When there are some, they will appear here counted rather than described.
By the end of it you will have a goal, the belief journey behind it and a dated run of content where you can point at any piece and read why it is there.