> ## Documentation Index
> Fetch the complete documentation index at: https://docs.rheos.app/llms.txt
> Use this file to discover all available pages before exploring further.

# Post formulas: Intent, Hook, CTA

> How the Rheos formula tree works — pick an Intent, Hook and CTA combination to shape the angle of every post and stay consistent across your content.

Rheos doesn't just paraphrase your prompt. It builds every post on a **formula tree** — a deliberate combination of why you're posting, how you grab attention, and what you want the reader to do.

There are three core slots, plus layers specific to each content type.

## Intent — why are you posting?

Every post has one of **8 intents**:

| Intent        | Use it when…                                       |
| ------------- | -------------------------------------------------- |
| **Sell**      | Driving conversions, demos, bookings.              |
| **Educate**   | Teaching the audience something useful.            |
| **Prove**     | Showing results, social proof, case studies.       |
| **Connect**   | Building relationship — story, behind-the-scenes.  |
| **Provoke**   | Challenging assumptions, contrarian takes.         |
| **Inspire**   | Lifting the audience, painting a vision.           |
| **Announce**  | News, launches, hires, milestones.                 |
| **Entertain** | Pure value-as-engagement — humour, meme, surprise. |

Intent shapes everything downstream. A "sell" post and a "provoke" post about the same topic will read very differently.

## Hook — how do you grab attention?

The first line. Rheos has **35+ hooks** — bold-claim, contrarian, list-tease, framework, milestone, before-after, client-win, question, story-open, and more. Hooks are filtered by intent and content type, so you only see ones that actually fit.

Each hook has affinities for downstream choices. A **contrarian** hook tends to want a short post; a **framework** hook tends to want medium-or-long.

## CTA — what next?

The ask at the end. **10 options** including:

* Engagement-prompt ("what would you add?")
* Save-this
* Follow-for-more
* Book-a-call / DM-me
* Comment-share
* Link-in-bio
* No CTA (some posts are better without)

CTA options are filtered by intent — you won't see "Book a call" on an entertain post.

## Content-type-specific layers

Each content type adds its own slot between hook and CTA:

| Content type | Extra layer           | Options                                                                                                      |
| ------------ | --------------------- | ------------------------------------------------------------------------------------------------------------ |
| Text         | **Post length**       | one-liner, short, medium, long                                                                               |
| Image        | **Design type**       | creative, simple                                                                                             |
| Carousel     | **Content structure** | point-per-slide, step-by-step, problem-solution, myth-reality, comparison, story-arc, zoom-in                |
| Video        | **Meat (3–20s)**      | tutorial, testimonial, product-demo, story-narrative, comparison, listicle, process-reveal, problem-solution |

## Pillars — saved formulas

A **pillar** is a formula preset you reuse. "Educational carousels for ops directors" might be:

* Content type: carousel
* Intent: educate
* Hook: list-tease
* Structure: point-per-slide
* CTA: save-this
* Audience: "Operations directors at SMEs"

When you pick a pillar in a new post, all those slots pre-fill. You just type the topic.

Save pillars from any post you like — select **Save as pillar** in the editor.

## Editing the formula mid-draft

Every slot is a chip in the Unified Post Editor. Select → swap → Rheos rewrites. Try the same prompt with **provoke + contrarian** then again with **prove + client-win** — same topic, completely different post.

<Tip>
  Stuck for ideas? Set just the **intent** and let Rheos pick the rest. You'll get five wildly different angles to choose from.
</Tip>