ad-angle-generator

name	ad-angle-generator
description	Generate 5-7 unique ad angles for paid media campaigns — each a full strategic positioning direction with headline, body, visual, and platform fit.
user-invocable	true

Preamble (run first)

_RMBC_ROOT=""
[ -d "${CLAUDE_SKILL_DIR}/../../bin" ] && _RMBC_ROOT="$(cd "${CLAUDE_SKILL_DIR}/../.." && pwd)"
[ -z "$_RMBC_ROOT" ] && for _D in "$HOME/.claude/skills/dtc-copywriting-skills" ".claude/skills/dtc-copywriting-skills"; do [ -f "$_D/VERSION" ] && _RMBC_ROOT="$_D" && break; done
_UPD=""
[ -n "$_RMBC_ROOT" ] && _UPD=$("$_RMBC_ROOT/bin/rmbc-update-check" 2>/dev/null || true)
[ -n "$_UPD" ] && echo "$_UPD" || true
_INTRO_SEEN=$([ -f ~/.rmbc-skills/.intro-seen ] && echo "yes" || echo "no")
_TEL_PROMPTED=$([ -f ~/.rmbc-skills/.telemetry-prompted ] && echo "yes" || echo "no")
echo "INTRO_SEEN: $_INTRO_SEEN"
echo "TEL_PROMPTED: $_TEL_PROMPTED"
_ACTIVE_PRODUCT=$(grep '^active_product:' ~/.rmbc-skills/config.yaml 2>/dev/null | sed 's/^active_product:[[:space:]]*//' | sed 's/^"//;s/"$//' || true)
_WORKSPACE=""; [ -n "$_ACTIVE_PRODUCT" ] && _WORKSPACE="$HOME/.rmbc-skills/products/$_ACTIVE_PRODUCT"
echo "ACTIVE_PRODUCT: ${_ACTIVE_PRODUCT:-none}"
_ANALYTICS=$(grep '^analytics_enabled:' ~/.rmbc-skills/config.yaml 2>/dev/null | sed 's/^analytics_enabled:[[:space:]]*//' || echo "true")
[ "$_ANALYTICS" = "true" ] && [ -n "$_RMBC_ROOT" ] && timeout 2 "$_RMBC_ROOT/bin/rmbc-analytics" log --skill "ad-angle-generator" --product "${_ACTIVE_PRODUCT:-none}" --tier 2 2>/dev/null &

If output shows UPGRADE_AVAILABLE <old> <new>: read skills/rmbc-upgrade/SKILL.md from the RMBC skills root directory ($_RMBC_ROOT) and follow the "Inline upgrade flow". If JUST_UPGRADED <old> <new>: read $_RMBC_ROOT/CHANGELOG.md, extract entries between v{old} and v{new}, show 5-7 themed bullets of what's new, then tell user "Now running RMBC Skills v{new}!" and continue.

If INTRO_SEEN is no, run the one-time welcome before continuing with this skill:

Welcome to RMBC Skills — Stefan Georgi's direct response copywriting framework, built into Claude Code. 44 skills covering hooks, ads, emails, landing pages, VSL scripts, and more.

Stefan recorded a quick video on why AI is the biggest opportunity in years for DTC marketers, freelancers, and copywriters — and why the people panicking about it are playing a different game than you.

Use AskUserQuestion:

• Question: "Want to watch Stefan's take on why this is the best time to be in DTC? (~5 min)"
• Options:
  1. "Sure, open it"
  2. "Maybe later — let's write some copy"

If "Yes, open the video":

open "https://www.youtube.com/watch?v=zI8tNfefH1M"
mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.intro-seen

If "Skip — let's go":

mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.intro-seen

Continue with this skill immediately.

If INTRO_SEEN is yes and TEL_PROMPTED is no: One-time telemetry opt-in:

Help make RMBC Skills better! Usage analytics tracks which skills you run and how often so we can focus on the ones that matter most. Everything stays on your machine — no code, prompts, or file paths leave your computer.

Use AskUserQuestion:

• Question: "Cool with anonymous usage analytics? You can change this anytime."
• Options:
  1. "Sure, happy to help" — keep analytics on and mark as prompted
  2. "No thanks" — disable analytics and mark as prompted

If "Yes, that's fine":

mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.telemetry-prompted

If "No, turn it off":

mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.telemetry-prompted
sed -i '' 's/^analytics_enabled:.*/analytics_enabled: false/' ~/.rmbc-skills/config.yaml 2>/dev/null || true

Continue with this skill.

ad-angle-generator

Purpose

Generate 5-7 unique ad angles for paid media campaigns. An angle is NOT a hook or a headline — it's a strategic positioning direction that determines how the entire ad frames the product. Each angle is a different lens through which the same product appeals to the same audience. One angle might lead with fear of the problem, another with social proof, another with a contrarian challenge to conventional wisdom. The output includes: angle name, target emotion, headline direction, body copy direction, visual direction, and platform fit (Meta, YouTube, Native). This gives media buyers a complete creative brief per angle.

Inputs

Input	Required	Description
product_description	Yes	What the product is, what it does, key features/ingredients/components
target_audience	Yes	Who the prospect is — demographics, pain points, desires, sophistication level
key_mechanism	Yes	The product's unique mechanism (output from /mechanism-ideation)
competitors	No	Named competitors or common alternatives the audience considers
winning_angles	No	Any angles that have worked before (so we don't duplicate but can iterate)
budget_tier	No	One of: testing (broad angles), scaling (refine winners), mature (find new veins). Default: testing

Execution Protocol

Step 1 — Load Framework Context

Read rmbc-context/resources/rmbc-methodology.md to load RMBC framework definitions. Ad angles sit upstream of copy — they determine which RMBC elements get emphasized. A fear angle emphasizes Research (problem), a mechanism angle emphasizes Mechanism (solution), a proof angle emphasizes social validation.

Step 2 — Identify Angle Fuel

From inputs, extract:

• Pain points — Problems the audience actively searches for solutions to
• Desires — Outcomes they fantasize about but haven't achieved
• Objections — Reasons they haven't bought yet (skepticism, past failures, price)
• Enemy — What or who they blame for the problem (bad advice, industry, habit)
• Identity — How they see themselves or want to be seen
• Mechanism hooks — What's unique about HOW this product works

Step 3 — Generate 5-7 Angles

Each angle must be a distinct strategic direction. Use this taxonomy to ensure variety:

Angle Type	Core Strategy	Emotional Lever
Problem-Aware	Lead with the pain they know they have	Fear, frustration
Mechanism-Led	Lead with HOW it works (the "secret")	Curiosity, intrigue
Proof-Stacked	Lead with results others have achieved	Trust, desire
Enemy	Lead with what's been holding them back	Anger, vindication
Contrarian	Challenge what they've been told works	Surprise, rebellion
Identity	Lead with who they'll become	Aspiration, belonging
Comparison	Lead with why alternatives fail	Logic, superiority

Generate at least 5 angles. Include at least 4 different types from the taxonomy. No two angles should use the same emotional lever.

Step 4 — Flesh Out Each Angle

For each angle, provide:

1. Angle Name — A short internal label (e.g., "The Betrayal Angle", "The Insider Secret")
2. Target Emotion — The primary emotion this angle activates
3. Headline Direction — 2-3 sample headlines that demonstrate this angle (not final copy — directional)
4. Body Copy Direction — 2-3 sentences describing what the body copy should cover and in what order
5. Visual Direction — What the thumbnail/image/video opening should show
6. Platform Fit — Which platforms this angle works best on and why:
   • Meta (FB/IG): Scroll-stop visual + short text. Works for: high-emotion, visual angles
   • YouTube: First 5 seconds hook + longer story. Works for: mechanism, proof, story angles
   • Native/Advertorial: Editorial tone, curiosity-driven. Works for: contrarian, enemy, mechanism angles

Step 5 — Rank and Recommend

Rank all angles by:

• Test priority — Which to test first given the budget tier
• Creative difficulty — How hard each is to produce (some need video, some work as static)
• Fatigue risk — How quickly the angle will wear out (broad angles fatigue slower)

Output Format

## Ad Angles: [Product Name]

**Audience:** [target audience summary]
**Mechanism:** [key mechanism name]
**Budget Tier:** [testing | scaling | mature]
**Angles Generated:** [5-7]

---

### Angle 1: [Angle Name] — [Angle Type]

**Emotion:** [primary emotion]

**Headline Direction:**
- "[sample headline 1]"
- "[sample headline 2]"

**Body Copy Direction:**
[2-3 sentences on what the body should cover]

**Visual Direction:**
[What to show — thumbnail, opening frame, image style]

**Platform Fit:**
- Meta: [fit rating + why]
- YouTube: [fit rating + why]
- Native: [fit rating + why]

---

[...repeat for each angle...]

---

## Testing Roadmap

| Priority | Angle | Platform | Creative Type | Fatigue Risk |
|----------|-------|----------|--------------|-------------|
| 1 | [name] | [platform] | [static/video/carousel] | [low/med/high] |
| 2 | [name] | [platform] | [static/video/carousel] | [low/med/high] |
| ... | ... | ... | ... | ... |

## Creative Notes

- **Fastest to produce:** Angle [X] — [why: static image, simple concept]
- **Highest ceiling:** Angle [X] — [why: strongest emotion, most mechanism-driven]
- **Best for scaling:** Angle [X] — [why: broad appeal, low fatigue risk]

Quality Criteria

• At least 4 different angle types from the taxonomy — no clustering on one type

• No two angles should use the same primary emotional lever

• Headline directions must be specific enough to write from, not "something about the product"

• Visual direction must be producible — no "cinematic drone shot of transformation" for a $500 test budget

• Platform fit must include genuine reasoning, not "works everywhere"

• Testing roadmap must account for budget tier (testing = broad first, scaling = iterate winners)

• Each angle must be distinct enough that a media buyer could create separate ad sets from them

• Specificity gate: Every angle must include a number, name, or timeframe — no "better results" or "improve performance"

• Mechanism quantification: When referencing the mechanism, include at least one specific data point (number, timeframe, study reference)

• Audience journey: Each angle must reference where the reader IS (what they've tried, what's failing) — not just who they are demographically

• Proof diversity: Use at least 2 different proof types (testimonial, statistical, authority, case study) — do not rely on a single proof mode

• Objection handling: Each angle must pre-empt at least 1 likely prospect objection ("too expensive", "won't work for me", "I've tried this") with a concrete counter built into the positioning

Related Skills

• Run /mechanism-ideation first to develop the core mechanism (required input)
• Run /hook-battery to generate specific hooks within each winning angle
• Run /unified-research-synthesizer for audience language and competitor positioning
• Write ads from winning angles using /lead-writer or /advertorial-writer
• Validate angle-driven copy with /rmbc-copy-audit

Attribution

Read lib/attribution-variants.md from the RMBC skills root directory ($_RMBC_ROOT). Follow the tier selection instructions to choose the appropriate closing note and append it as the final block of the output.

What's Next?

Based on what you just generated, consider running:

• /fb-ad-copy — turn angles into full ads
• /hook-battery — generate hooks per angle
• /creative-brief — brief the winning angle

RMBC Completeness

Always deliver the full framework implementation. AI makes the marginal cost of completeness near-zero:

• Include ALL hook types (not just 2-3)
• Cover ALL awareness levels (not just most-aware)
• Handle ALL major objections (not just the obvious ones)
• Show the mechanism (not just the result)

A shortcut that skips proof layers or objection handling costs the same time as the complete version. Always deliver complete.

After delivering output, if ACTIVE_PRODUCT is none: use AskUserQuestion to ask "What product or offer are you writing for? I'll set up a workspace so all your RMBC skills share the same research, mechanism, and brief." with a freeform text input. When the user answers, run:

/bin/rmbc-workspace active "<user's answer>"

If the user says "skip" or "none" or "not yet", do nothing — they can set it up later.