Ad copy

Created by Rob Palmer — direct-response copywriter ($523M+ tracked). Source & updates: https://github.com/robpalmer99/claude-code-copywriting-skills Free under CC-BY-4.0. Attribution requested when redistributed.

Meta Ad Copy Skill

This skill writes high-converting ad copy for Meta platforms (Facebook + Instagram) — primary text, headlines, descriptions, and UGC/video ad scripts. It draws on proven direct response frameworks from Schwartz, Halbert, Makepeace, Georgi, Sultanic, and others.

The ad's ONLY job is to get the click. Not close the sale. Not educate fully. Get the click.

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Step 1: Classify the Ad Brief

Before writing a single word, determine these four things. Ask the user if unclear.

Funnel Position

Position	What They Know	Ad Approach
Cold traffic	Nothing about you	Lead with problem/curiosity, longer education
Warm/engaged	Seen you before	More direct, mechanism-focused
Retargeting	Visited your page	Objection-handling, social proof, urgency

Awareness Level (Schwartz)

Eugene Schwartz's 5 Levels of Awareness determine everything — your headline, your copy length, your angle, and where the ad sends people:

Level	Lead With	Ad Length	Send To
Unaware	Identity/emotion, not the problem	Long, educational	Advertorial
Problem-Aware	Name the pain vividly, tease mechanism	Medium-long	VSL or advertorial
Solution-Aware	Differentiate your mechanism	Medium	VSL or long PDP
Product-Aware	Overcome objections, add proof	Short-medium	PDP
Most-Aware	Lead with the deal	Short	Checkout or offer page

The less aware they are, the longer your copy needs to be.

Strategy: Sell the Click vs. Sell the Solution

This is the most important strategic decision for any Meta ad:

Sell the Click — Short caption, curiosity-driven image/video, minimal info revealed. The ad's job is ONLY to generate the click. The advertorial or VSL does the selling. Best for: unaware/problem-aware audiences, products that need explanation, high-ticket offers.

Sell the Solution — Longer video with education, visual demos, proof. The ad itself does much of the selling. The landing page just needs to close. Best for: solution-aware+ audiences, simple products, visual products, lower price points.

Critical rule: If you show the product in the ad, the viewer becomes product-aware. Never send a product-aware viewer to a blind VSL — send them to a PDP or offer page instead.

Real-world example: Many 8-figure brands run BOTH strategies simultaneously. Static ads with product images sell the solution and send to PDPs. Curiosity video ads sell the click and send to advertorials or VSLs. Different awareness levels, different funnels, same brand.

Ad Format

• Static image + primary text — Caption does the work, image stops the scroll
• Short UGC / talking head (15-60s) — First-person, phone-filmed feel
• ADHD super hook ad (3-7min) — Rapid-fire hooks, never stops hooking
• Story-style video (60-120s) — Personal narrative arc

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Step 2: Write the Ad

Meta Ad Specs (Quick Reference)

Read references/meta-ad-specs.md for full specs. Key numbers:

• Primary text: First 125 characters show before "See more" — this is everything
• Headline: 27 characters optimal for mobile display (40 max)
• Description: 27 characters visible, often hidden on mobile entirely

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Writing Meta Primary Text

The Three Fields

Primary Text (above the creative) — The main sell. First 125 characters are your headline equivalent.

Structure for "See more" expansion:

[Hook — first 125 chars. Must create an open loop or pattern interrupt]
                                               ← "See more" break
[Expand: agitate the problem, tease the mechanism, drop proof]
[CTA: tell them what to do next]

The "See more" click is a micro-conversion. Make expanding irresistible.

Headline (below the creative) — Benefit-driven, specific. NOT a label — a second hook.

Weak: "Learn More" | "Check This Out" | "Click Here" Strong: "The 7-Second Morning Fix" | "Why Diets Fail After 40" | "23 Lbs in 8 Weeks"

Description (below the headline) — Secondary benefit or risk reversal. Often hidden on mobile, so don't put critical info here. Use for friction reduction: "Free shipping" | "No credit card needed" | "2-minute read"

The WHY / WHAT / HOW Structure

Use this fill-in-the-blank formula (from Alen Sultanic) to structure any ad:

WHY (The Problem) — Open with curiosity or a contrarian hook. State the problem. Agitate.

"Why do _____ matter more than _____ after ?" "[Deep identifier — something that resonates with their identity]" "Experts are calling it the '__'. But it's not a _____ at all..." "It hits from all sides: _____ stress. _____ stress. _____ stress. It's NOT aging, it's not normal and it's not permanent."

WHAT (The Mechanism) — Pivot to the mechanism. Tease the solution without revealing it.

"Fortunately, there is another way. One that focuses on _____ rather than _____." "Using this approach, [proof: thousands of people / specific number] are [specific result]."

HOW (The Product/CTA) — Reveal just enough to make the click inevitable.

"Click below to discover how [mechanism] works for [their specific situation]."

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Hook Writing

The hook is the single biggest lever in ad performance. Test more hooks than anything else.

Hook Types

Type	Example	When to Use
Curiosity	"There's a reason your doctor won't tell you about this..."	Cold traffic, unaware
Contrarian	"Everything you've been told about _____ is wrong."	Problem-aware, skeptical
Social proof	"Over 47,000 women have tried this 30-second trick..."	Solution-aware+
Story	"Last March I was 40lbs overweight and my doctor said..."	Cold, emotional markets
Demographic callout	"Attention men over 50 who..."	Cold, specific targeting
Result	"I lost 23 lbs in 8 weeks without giving up pizza."	Warm/retargeting
Pattern interrupt	"Stop scrolling. This actually matters."	Cold, saturated markets
Fascinating fact	"Your liver processes 500+ chemicals before breakfast."	Unaware, education-first

Hook Rules

• First 3 seconds of video / first line of text must arrest attention
• Use fragmented, open-ended curiosity — NOT complete fascinations that close the loop
• Be specific: "47,312 women" not "thousands of women"
• Deploy tangible curiosity: hint at what they'll discover without revealing it
• Tell them what it's NOT to intensify what it IS: "It's not a diet... not a pill... not exercise..."
• A single winning hook can run for months. Test constantly.

The Curiosity Toolbox

Open Loops — Create an information gap that can only be closed by clicking. Tease without resolving.

"I tested 47 headlines. One pattern beat everything else by 3x." (Which pattern?) "The formula has three parts. The first is obvious. The third is counterintuitive. But the second? That's where the magic happens." (What's the second?)

Tangible Curiosity — Make curiosity concrete and specific, not vague.

Weak: "Discover the secret to weight loss" Strong: "Discover the 7-second morning trick that targets the fat cells your body forgot about"

Bucket Brigades — Transition phrases that maintain momentum and pull forward:

• "But here's the thing..."
• "Here's what I discovered..."
• "This is where it gets interesting..."
• "Wait, it gets better..."
• "And that's not even the best part..."
• "Now here's what nobody tells you..."
• "Which brings me to the real secret..."

Use 2-3 per ad. Every paragraph ending with a bridge gets tiresome.

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Intrigue Intensifiers

These techniques make any ad more compelling:

Tell them what it's NOT:

"It's not a diet... not a supplement... not exercise... not willpower..." "It's not what your doctor told you. It's not what the internet says."

Tell them where it's NOT:

"You can't find it in any store, any pharmacy, any website..." "It's not available in any health food store — and for good reason."

Drop specific hints:

"It's 150 million years old" "It's smaller than a nickel" "Harvard announced it only last week" "It grows only above 12,000 feet in the Andes"

Authority anchors:

"Experts call it..." "A study from [institution] proved..." "Researchers found..." "Over 100 medical reports now show..." "3 out of 4 scientists now say..."

Making the Mechanism Appealing

The mechanism is what makes your solution different from everything else they've tried. The strongest mechanisms are:

• Credible: Backed by the most authoritative source possible
• Exotic/rare: Hard to find, expensive to produce, newly discovered
• Small and specific: "7-second trick" beats "20-minute routine"
• Simple, fast, easy: Low perceived effort to get the result
• Expert-backed: Someone credible behind the scenes
• Celebrity-associated: Known figures connected to it

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Proof and Credibility in Ads

Every claim needs support. In short-form ads, proof must be compressed:

• Specific numbers: "47,312 customers" not "thousands of customers"
• Named results: "Sarah lost 23 lbs" not "our customers love it"
• Timeframes: "in 8 weeks" not "fast results"
• Authority mentions: Publications, institutions, studies
• Visual proof: Before/after, screenshots, product demos
• Social proof: User count, review ratings, waitlist numbers

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The Teaching Pattern (For Educational Ads)

When selling the solution through education, use this structure to help the prospect understand the problem — so they assume you have the solution:

1. When things are normal, it's like this (describe the baseline)
2. Due to [UNAVOIDABLE FACTOR], the process breaks down (explain the disruption)
3. This causes your current symptoms/problems (connect to their reality)
4. If unaddressed, it gets worse, plus [other bad things] can happen (raise stakes)

The prospect thinks: "They clearly understand the problem. They must have the solution." Then your CTA becomes: "Here's what to do about it."

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The So What? Chain

For every feature, ask "so what?" until you hit something emotional or financial:

Feature: Fast database "So what?" → Queries load in milliseconds "So what?" → Users don't bounce, revenue doesn't leak "So what?" → You stop waking up stressed about churn

The bottom of the chain is where the ad copy lives. Not "saves 4 hours" but "close your laptop at 5pm instead of 9pm."

Three levels deep. Then write from there.

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Writing UGC / Video Ad Scripts

Format A: Short UGC / Talking Head (15-60 seconds)

The goal: look and sound like a real person filmed this on their phone. NOT a scripted ad.

Structure:

[HOOK — 0-3s] Pattern interrupt, curiosity question, or bold claim
  [VISUAL: talking to camera, casual setting]

[PROBLEM — 3-10s] Name the pain specifically, make them nod
  [VISUAL: frustrated expression, relatable scenario]

[MECHANISM — 10-25s] Tease the discovery/solution, explain just enough
  [VISUAL: showing product casually, or demonstrating]

[RESULT — 25-40s] Specific transformation, before/after
  [VISUAL: showing results, genuine excitement]

[CTA — 40-60s] Natural close, not salesy
  [VISUAL: direct to camera, genuine recommendation]

Voice rules:

• First person, conversational — sounds like a real person sharing what worked for them
• Include verbal fillers sparingly ("honestly," "like," "I mean") for authenticity
• Specific details: names, dates, numbers, places — not vague claims
• The CTA should feel like a recommendation to a friend, not a pitch
• Include [VISUAL DIRECTION] notes for what should be on screen

Format B: ADHD Super Hook Ad (3-7 minutes)

In-feed VSLs designed for cold traffic. They never stop hooking.

Structure:

[RAPID-FIRE HOOKS — 0-30s]
  3-5 different hooks back-to-back, each one an open loop
  Different speakers/angles, fast cuts
  DO NOT close any loops yet

[EDUCATIONAL/MECHANISM — 30s-3min]
  Teaching section: explain WHY the problem exists
  Use the teaching pattern above
  Tease the mechanism throughout — constant "but here's the thing..."
  Pattern interrupts every 30-45 seconds

[PROOF MONTAGE — 3min-5min]
  Testimonial clips with specific results
  Before/after visuals
  Authority mentions (studies, experts, publications)

[CTA — final 30-60s]
  Simple, direct, low-friction
  "Click the link below" or "Tap learn more"

Critical rules:

• NEVER mention the product by name — sell the click to a VSL/advertorial
• Constant hooks and pattern interrupts throughout — the moment it gets boring, they scroll
• Use fragmented hooks (not complete fascinations that resolve curiosity)
• Multiple speakers/perspectives create variety and social proof simultaneously
• Contrarian claims keep attention: challenge what they think they know

Format C: Story-Style Video (60-120 seconds)

Personal narrative arc. Most effective for emotional markets.

Structure:

[HOOK — 0-5s] Start in the middle of the struggle
  "Six months ago, I couldn't even look at myself in the mirror."

[STRUGGLE — 5-20s] Failed attempts, relatable frustration
  "I tried everything — diets, trainers, supplements. Nothing worked."

[DISCOVERY — 20-40s] The turning point, how they found the solution
  "Then my sister sent me this weird article about..."

[TRANSFORMATION — 40-60s] Specific results with numbers and timelines
  "In 8 weeks, I dropped 23 lbs. My husband noticed in the first 2 weeks."

[CTA — 60-90s] Natural recommendation, not a pitch
  "I just wanted to share what actually worked for me. Link's below."

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Advertorial Awareness (What Your Ad Feeds Into)

Since many Meta ads send traffic to advertorials, understand the four advertorial types your ad might connect to:

1. Story-Based — Personal transformation narrative ("I couldn't move until I tried this 2-inch patch"). Makes it personal, real, and lets the reader live it.
2. Listicle — "5 reasons homeowners are switching to..." or "We tested the top 5 and found..."
3. Editorial/Consumer — Looks like a news article or editorial review.
4. eCom Disruptor — "Small watch company is disrupting the billion dollar industry." Underdog story.

Match your ad to the advertorial: If the advertorial is story-based, your ad hook should tease the story. If it's a listicle, your ad can tease the #1 finding. The ad and advertorial should feel like one continuous experience.

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Testing & Variation Strategy

Always Output Variations

Every ad request should produce 3-5 variations for testing. Label each with its angle:

## Variation 1: Curiosity Hook
[Primary Text]
[Headline]
[Description]

## Variation 2: Contrarian Hook
[Primary Text]
[Headline]
[Description]

## Variation 3: Social Proof Hook
...

Testing Hierarchy (In Order of Impact)

1. Hooks — THE BIGGEST LEVER. Test 5-10 different hooks with the same ad body
2. Images/thumbnails — Different visuals with identical copy
3. Caption length — Short click-sellers vs. long story-sellers
4. Video length — 2 min vs. 7 min versions of same content
5. Copy angle — Different emotional approaches, same creative

Testing Pattern of Winning Brands

• Control creative runs continuously for months
• New hooks tested constantly (same video body, different openings)
• When a hook wins, it becomes the new control
• Multiple ad sets running simultaneously with different hook/creative combinations
• Very rarely do people buy the first time. Frequency + multiple touchpoints = conversion.

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Shareability Principles (STEPPS Framework)

When an ad gets shared organically, your reach multiplies for free. Six principles drive sharing:

1. Social Currency — People share what makes them look smart or in-the-know. Use insider language, "secret" positioning, remarkable statistics.
2. Triggers — Tie your product to daily rituals ("Every morning when you..."). Frequent mental triggers = frequent sharing.
3. Emotion — High-arousal emotions drive sharing: awe, excitement, anger, anxiety. Low-arousal (sadness, contentment) kills sharing.
4. Public — Design messages that advertise themselves. Testimonials with real names. "Share your results" CTAs.
5. Practical Value — People share useful information. Tips, how-tos, frameworks are inherently shareable.
6. Stories — People retell stories, not facts. Embed your message inside a narrative people want to share. Your product must be integral to the story.

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Voice & Anti-Patterns

The Tingle Factor

From Clayton Makepeace: feel your way through ad copy, don't think your way through it. Every sales message is a chain, link by link, to the click. The chain breaks when: the tingle drops (reader gets bored), something feels unbelievable, or clarity is lost.

Read your ad aloud. When the tingle dips at any passage, that's where you rewrite.

Power Words (Use Liberally)

Amazing, Astonishing, Breakthrough, Discover, Easy, Effortless, First Time Ever, Free, Guaranteed, How To, Hurry, Immediate, Instant, Introducing, Last Chance, Limited, Miracle, New, Now, Proven, Quick, Revolutionary, Secret, Shocking, Simple, Special, Surprising, Truth, Unique, Win, YOU

Words and Phrases to Ban

AI tells: delve, dive into, comprehensive, robust, cutting-edge, utilize, leverage, crucial, vital, essential, unlock, unleash, supercharge, game-changer, revolutionary (when used generically), landscape, navigate, streamline

Ad cliches: "click the link in my bio," "you won't believe," "game-changer," "take your X to the next level," "in today's fast-paced world," "are you ready to"

Wimpy hedging (Makepeace): can, could, should, might, may, ought to — tell them what it WILL do

Structural tells: Every sentence the same length. Every bullet starting the same way. Perfect grammar that sounds written, not spoken. Overly organized with too many headings.

The UGC Authenticity Test

Before delivering a UGC script, ask: would a real person actually say this out loud, on camera, to their phone? If it sounds like a copywriter wrote it, rewrite it. UGC scripts should feel slightly imperfect — that's what makes them believable.

Readability

Aim for Flesch-Kincaid Grade 6 or lower. Short sentences. Simple words. If a 12-year-old wouldn't understand it, simplify.

The Final Check

Before delivering ad copy, verify:

1. Does the first line stop the scroll? Would YOU stop scrolling for this?
2. Is every claim backed by a specific number or proof point?
3. Does it sound like someone talking, or someone "writing copy"?
4. Are there open loops pulling them to click?
5. Is it about THEM (their transformation) or about YOU (your product)?
6. Does the rhythm alternate? (Punchy moments, then breathing room)
7. Would a real person actually say this out loud?
8. Is the CTA benefit-driven, not command-driven?

If any answer is no, rewrite that part.

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Classic Direct Response Principles (Reference)

These foundational principles inform all good ad copy:

Eugene Schwartz — Match your headline and approach to the reader's awareness level. The less aware they are, the more indirect and longer your copy must be. At higher awareness, lead with the deal.

Claude Hopkins — Advertising is salesmanship in print. The only purpose is to make sales. Reason-why copy: don't just claim, explain WHY. Specificity creates believability. Test everything.

David Ogilvy — 5x as many people read the headline as read the body copy. Write the way you talk. Tell the truth, but make the truth fascinating. Give facts — readers remember facts, not adjectives.

Gary Halbert — Find a starving crowd first — the offer matters more than the copy. Write to one person. Tell stories, not pitches. Read your copy aloud.

John Caples — One headline can outpull another by 19.5x. Same product, same offer, different headline. Self-interest beats cleverness. Specifics beat generalities.

Joseph Sugarman — Every element has one job: get them to read the next element (the slippery slide). Seeds of curiosity: end paragraphs with hooks that pull forward. Honesty, Proof, Specificity, Familiarity, and Story are the biggest psychological triggers.

Robert Collier — Enter the conversation already taking place in the customer's mind. Six essentials: grab attention, describe, argue why they should buy, persuade NOW, risk-free offer, clear CTA.

Clayton Makepeace — The Tingle Factor: feel your way through copy. If the tingle drops, rewrite. Ban wimpy hedging words. Use the 75 Power Words. Address prospects directly with "YOU." Prove every point.

The greats all agree: know your audience before writing a word. Lead with their self-interest. Be specific, never vague. Tell stories. The headline does most of the work. Write like you talk. Honesty and proof beat hype.