| name | ad-copy |
| description | Write advertising copy from audience state, offer, placement, promise, proof, constraint, creative context, and one measurable action without making claims stronger than the landing experience can support. |
Ad Copy
Use when a paid or promoted placement needs concise persuasive copy tied to a specific audience and destination.
Procedure
- Define target audience, channel or placement, awareness level, offer, landing destination, objective, and current platform constraints.
- Choose one audience-relevant tension, outcome, or proof point rather than compressing the entire product pitch into the ad.
- Write the hook and body to make the promise understandable without requiring prior exposure to the brand.
- Use specific product truth, customer proof, demonstration, or credible differentiation where space permits.
- Align wording, offer, and CTA with the landing page so the click does not produce message mismatch.
- Adapt length and format to the actual placement while preserving meaning across truncated or small-screen contexts.
- Produce distinct variants that test a meaningful hypothesis such as angle, proof, audience need, or offer rather than punctuation changes.
- Verify current advertising rules and restricted-claim requirements for the platform and market before publishing.
Decision rules
- The ad and landing experience should make one continuous promise.
- A strong hook does not justify misleading omission or unsupported urgency.
- Variants should test meaningful creative differences.
- Current platform rules must be checked at execution time.
Quality gate
The ad copy is ready when the audience and promise are clear, claims and offer are supportable, placement constraints are satisfied, the destination fulfills the expectation created by the ad, and variants can teach something useful from performance.
