05 ad copy global

Ad Copy (Global)

Step 0: Check context file

Before writing ad copy, read context file (if exists):

1. .agents/product-marketing-context.md (product marketing)
2. .agents/personal-brand-context.md (personal brand)

Decide mode:

• Only product-marketing-context.md exists -> MODE A (default — 6 TOFU/MOFU/BOFU variations)
• Only personal-brand-context.md exists -> MODE B (Personal Brand Mode)
• Both exist -> ASK 1 question: "Are you running ads to sell a product or boost personal brand?"
• Neither exists -> Suggest creating appropriate context

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Information gathering

Ask up to 4 questions before writing:

1. What product / service? Short description, main USP, price, current promotion (if any).
2. Which ad platform? Meta Ads (Facebook/Instagram), TikTok Ads, Google Ads. If not specified — default to Meta Ads.
3. Target audience? Gender, age range, main pain point, decision maker. Cold (unaware) or Warm (engaged)?
4. Ad objective? Messages (DM), Lead form, Traffic, Conversions. If not specified — default to Messages.

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Core principles

125-character rule

On Meta Ads, only the first 125 characters show before "See more" button. Line 1 of primary text must:

• Spark curiosity OR hit pain point
• Include USP or specific number
• Be self-contained (don't cut mid-sentence)

GOOD:  "Tired of acne for 3+ years? A 28-day routine — guaranteed clear skin or refund."  (76 chars)
BAD:   "Hello there, thank you for your interest in our services. Today I want to share..." (cut mid-sentence)

Emotional trigger library

#	Trigger	Description	Example
1	Pain	Hit current problem — create empathy	"Tired of breakouts? You're not alone..."
2	Aspiration	Paint a better future image	"Imagine clear, confident skin without filters"
3	FOMO	Fear of missing out, scarcity	"Only 12 slots left this month — 89 people booked"
4	Social Proof	Others did and succeeded	"1,200 customers tried — 4.8/5 stars"
5	Authority	Experts, certifications, experience	"10 years experience — board-certified dermatologist consults directly"
6	Curiosity	Spark questions, want to know more	"There's 1 thing 90% of skincare users get wrong — do you know?"

Trigger rules by funnel:

• TOFU: Curiosity (6), Pain (1), Aspiration (2)
• MOFU: Social Proof (4), Authority (5), Pain (1)
• BOFU: FOMO (3), Social Proof (4), Pain (1)

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6 Professional Copy Frameworks

Choose framework by audience temperature

Temperature	Priority frameworks	Why
Cold (unaware)	AIDA, Star·Story·Solution	Logic from scratch; storytelling without ad-feel
Warm (engaged, no purchase)	PAS, 4P	Re-trigger pain; build trust with proof
Hot (high intent, near purchase)	FAB, BAB	Hammer specific benefits; visual transformation
Retarget (viewed, no purchase)	PAS or BAB	Reinforce consequences or transformation

Framework summary

Framework	Structure	When to use	Best platforms
AIDA	Attention -> Interest -> Desire -> Action	Cold audience, new product launch	Meta feed, TikTok, YouTube pre-roll
PAS	Problem -> Agitate -> Solution	Warm audience, clear pain (spa, health, edu)	Meta feed, LinkedIn, Google RSA
BAB	Before -> After -> Bridge	Transformation offer (spa, fitness, edu)	Meta Reels/Stories, TikTok
4P	Promise -> Picture -> Proof -> Push	High-ticket, requires trust (real estate, courses, B2B)	LinkedIn, Google, long Meta feed
FAB	Features -> Advantages -> Benefits	High-intent, comparison stage	Google RSA, Meta retarget
Star·Story·Solution	Star -> Story -> Solution	Brand storytelling, UGC-style, no ad-feel	TikTok, Reels, YouTube Shorts

Common mistake: Writing freeform (intro -> features -> CTA) instead of using a framework. Result: bland copy, low CTR. Each of the 6 variations should use a different framework.

Andromeda Warning — Don't clone ads

Meta 2026: Andromeda system clusters ads with Creative Similarity Score > 60% — auto-reduces delivery. 100 minor variations (color swap, clip cut, font change) is NOT better than 10 truly distinct creatives.

Safety thresholds:

Similarity Score	Status	Action
< 40%	Safe	Continue
40-60%	Warning	Re-check — may cluster
> 60%	Danger	Andromeda clusters -> auto delivery cut

5 dimensions of diversity:

1. Different hooks — Pain vs Curiosity vs Aspiration (not just text swap, change angle)
2. Different formats — Vertical 9:16 vs Square 1:1 vs Carousel
3. Different characters — Founder vs Customer review vs KOC/expert
4. Different audio — Trending music vs Inspirational vs Voiceover
5. Different settings — Studio vs Outdoor vs UGC living room

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6 ad hook types — Line 1 decides everything

First 125 chars = ad hook. Each variation should use a different hook type:

#	Hook type	Formula	Example
1	Number	Specific, surprising stat	"1,247 customers tried — 98% returned for round 2"
2	Counterintuitive	Flip common belief	"Running MORE ads won't get you more customers"
3	Before/After	Specific transformation	"From 5 orders/week to 40 orders/week — in 60 days"
4	Borrowed authority	Name expert/cert/brand	"Top dermatologist with 15 years experience recommends — surprising reason"
5	Confession	Share real mistake/lesson	"I burned $200K on bad ads — here's what I do now"
6	Urgency	Time/quantity limit	"8 slots left this June — 34 people waiting"

Hook selection by funnel:

• TOFU (cold): Hook 1 (number), 2 (counterintuitive) — grab attention
• MOFU (warm): Hook 3 (before/after), 4 (authority) — build trust
• BOFU (hot): Hook 5 (confession), 6 (urgency) — drive action

Hook check:

• Line 1 <= 125 chars and self-contained
• Includes specific number or detail (not generic)
• Sparks curiosity or emotional hit — reader WANTS to click "See more"
• 6 variations use 6 DIFFERENT hook types

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Copy Scoring — Score before delivery

Score on 5 criteria, 1-10 each. Only deliver if >= 35/50.

Criterion	8-10 points	5-7 points	1-4 points
Hook strength	Strong curiosity, specific number/detail, funnel-fit	Acceptable but unimpressive	Generic, no anchor
Emotional trigger	Clear trigger (Pain/FOMO/Social proof), felt	Has trigger but mild	No trigger, no feeling
CTA clarity	Specific, clear action, single step	CTA exists but unclear	Vague ("Learn more", "Click here")
Compliance	0 policy violations	1 mild warning	Clear violation = rejected
Platform fit	Char limit correct, voice matches platform	Close enough	Wrong limit or wrong voice

Total	Rating	Action
45-50	Excellent	Ship now, monitor performance
35-44	Good	Ship with improvement notes
25-34	Average	Revise before shipping
< 25	Weak	Rewrite from scratch

Add this line to every output: Copy Score: [X]/50 — [Rating]

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Platform rules

Rule	Meta Ads	TikTok Ads	Google Ads
Primary text length	125 char line 1 + 300-500 full	80-100 char (text overlay)	No primary text
Headline	Max 40 char	None	Max 30 char x 3
Description	Max 30 char	None	Max 90 char x 2
Voice	Professional but friendly	Young, natural, conversational	Direct, keyword-driven
CTA button	Pick from Meta list	No button — CTA in text	No button — CTA in headline
Image / Video	1:1 (feed), 9:16 (story/reel)	9:16 mandatory	N/A (search)

CTA — Priority order

Specific > vague. Clear action > ambiguous.

Strength	CTA	When to use
Strongest	"Message us to book a slot"	Messages goal, BOFU
Strong	"Book free consultation"	Lead form, MOFU/BOFU
Medium	"See pricing details"	Traffic, MOFU
Light	"Learn more"	Awareness, TOFU

Avoid: Generic CTAs without action ("Click here", "Contact now").

Ad policy compliance checklist

Rule	Detail	Violation = ad rejected
No absolute claims	Avoid "guaranteed", "100%", "definitely"	Yes
No "free" in headline	Meta flags "free" in headline — use in body instead	Yes
No excessive "promo"	Once in body — no repeat	Yes
No personal attributes	Avoid "Are you fat?", "Do you have acne?" — use "Many people experience..."	Yes
Realistic before/after	No heavy retouching of before/after photos	Yes
No sensitive imagery	No close-up acne, wounds, body parts	Yes
Mandatory disclaimer	Supplements, medical — disclaimer required	Yes

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Output structure

General info

# Ad Copy: [Product/Campaign Name]
Date: [YYYY-MM-DD]
Platform: [Meta Ads / TikTok Ads / Google Ads]
Goal: [Messages / Lead / Traffic / Conversion]
Audience: [Brief description]
Main USP: [1 sentence]

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TOFU — Awareness (Cold audience)

Variation 1: [Angle name — e.g., "Hit the pain"]

Component	Content
Trigger	[Pain / Curiosity / Aspiration]
Primary text (125 char)	[Line 1 — shown before "See more"]
Primary text (full)	[Full content — 300-500 char]
Headline	[Max 40 char]
Description	[Max 30 char]
CTA button	[Learn More / Send Message]
Creative note	[Image/video brief]

Variation 2: [Angle name — e.g., "Curiosity"]

(Same structure, different angle and trigger)

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MOFU — Persuasion (Warm audience)

Variation 3: [Angle — e.g., "Social Proof"]

Component	Content
Trigger	[Social Proof / Authority]
Primary text (125 char)	[Line 1]
Primary text (full)	[Full content — emphasize proof, reviews, numbers]
Headline	[Max 40 char]
Description	[Max 30 char]
CTA button	[Send Message / Book Now]
Creative note	[Use review/before-after creative]

Variation 4: [Angle — e.g., "Expert"]

(Same structure, different angle)

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BOFU — Close (Hot audience + Retarget)

Variation 5: [Angle — e.g., "FOMO"]

Component	Content
Trigger	[FOMO / Social Proof]
Primary text (125 char)	[Line 1 — emphasize urgency, scarcity]
Primary text (full)	[Full content — deadline, quantity, specific offer]
Headline	[Max 40 char]
Description	[Max 30 char]
CTA button	[Book Now / Send Message / Buy Now]
Creative note	[Numbers, countdown]

Variation 6: Retarget — [Angle — e.g., "Reminder"]

For users who messaged but didn't book / viewed but didn't purchase.

Component	Content
Trigger	[Pain + FOMO]
Primary text (125 char)	[Reminder — "Last week you asked about..."]
Primary text (full)	[Re-trigger pain, add new proof, limited offer]
Headline	[Max 40 char]
Description	[Max 30 char]
CTA button	[Send Message / Book Now]
Creative note	[Different from first ad — avoid ad fatigue]

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Summary table

#	Funnel	Angle	Trigger	Hook (125 char)	CTA
1	TOFU	[Angle 1]	[Trigger]	[125 char]	[CTA]
2	TOFU	[Angle 2]	[Trigger]	[125 char]	[CTA]
3	MOFU	[Angle 3]	[Trigger]	[125 char]	[CTA]
4	MOFU	[Angle 4]	[Trigger]	[125 char]	[CTA]
5	BOFU	[Angle 5]	[Trigger]	[125 char]	[CTA]
6	BOFU	Retarget	[Trigger]	[125 char]	[CTA]

A/B test guide

Test	Variation A	Variation B	Metric	Duration
Hook	Variation 1	Variation 2	CTR, CPMess	3-5 days
CTA	Variation 3	Variation 4	Conversion rate	3-5 days
Offer	Variation 5	Variation 6	ROAS, CPA	5-7 days

Test rules:

• Test 1 element per test (hook OR CTA OR offer)
• Test budget: minimum $10/day/variation
• Min data: 1,000 impressions or 50 clicks before concluding
• Win/loss: >20% gap = statistically significant

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Dropshipping Mode

Activates when user mentions: "dropshipping", "shopify product", "winning product". Different from regular ad copy — focused on impulse purchase, urgency, scarcity.

4 Dropshipping Ad Templates

Template 1: Urgency Hook

• Primary text: "Selling out FAST — only 27 units left in stock! Get yours before midnight..."
• Headline: "Almost Gone"
• CTA: "Shop Now"

Template 2: Scarcity Hook

• Primary text: "We can only restock this every 6 weeks. If you've been thinking about it..."
• Headline: "Limited Restock"
• CTA: "Order Now"

Template 3: Problem-Aware Hook

• Primary text: "Tired of [pain point]? This [product] solves it in 30 seconds. Watch how ->"
• Headline: "Solved In 30 Seconds"
• CTA: "Learn More"

Template 4: Transformation Hook

• Primary text: "Before: [problem image] -> After: [solution image]. Real customer photo, no editing."
• Headline: "Before & After"
• CTA: "See How"

Dropshipping Ad Copy Rules

1. Use specific numbers — "27 units" not "limited stock"
2. Photo-first creative — text overlays, not text-only ads
3. Always have urgency or scarcity — countdown, limited stock, restock date
4. Social proof tile — "1,247 ordered today" in primary text
5. Free shipping mention — if applicable, primary text line 2

Reference

For full dropshipping pipeline, see skill 29-dropshipping-mastery-global and reference dropshipping-tools-global.md.

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Related skills

• 04-script-video-global — Use ad copy as voiceover/text overlay for video ads
• 02-campaign-brief-global — Ad copy is part of overall campaign brief
• 17-pricing-strategy-global — Pricing affects offer in BOFU copy
• 29-dropshipping-mastery-global — Full dropshipping pipeline

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Quality checklist

Check before delivery:

• Has 6 variations: 2 TOFU + 2 MOFU + 2 BOFU (1 retarget)
• Line 1 of each variation <= 125 chars
• Headline <= 40 chars
• Each variation uses different emotional trigger
• CTA specific, actionable — not generic
• No policy violations (see compliance checklist)
• No "free" in headline
• No personal attributes ("Are you...?", "You have...?")
• Has creative note (image/video) for each variation
• Voice matches platform (Meta vs TikTok vs Google)
• Has clear A/B test guide
• Retarget creative differs from first ad
• Each variation uses framework matching audience temperature (Cold/Warm/Hot)
• No 2 variations using same framework + same hook -> Andromeda risk
• Creatives truly differentiated — not just color/clip swap