Brand Arbitrage hook archetype — direct-vs-master rate math

Lead with the gap between the affiliate's CURRENT cut and what a Zera master-tier creator nets on the same sale. The hook is the loss-framed "you're leaving X% on the table" not the gain-framed "you could earn X% more". Show a side-by-side calculator reveal in the dashboard demo with both numbers updating live.

Direct — 'compare your rate against ours, takes 30 seconds'

- Loss framing ("you're losing 70% direct") beats gain framing ("Zera pays 87%") for prop firm affiliates. They already feel under-compensated; lean into that. - Always show TWO numbers visually side-by-side: their current direct cut and the Zera master-tier net. Single-number reveals don't trigger the comparison reflex. - Anchor with a CONCRETE sale value: "on a $500 evaluation" rather than abstract percentages. - Never claim a specific net-dollar amount in voiceover ("$3,800") unless the script-writer is referencing a real testimonial. Use percentages + slider demo instead.