| name | sms |
| description | Generate SMS advertising concepts with ultra-concise mobile messaging optimized for 160-character constraints. Includes personalization, CTA optimization, and timing recommendations. |
SMS Ad Ideation
Generate ultra-concise SMS advertising concepts optimized for mobile delivery. SMS is direct, immediate, and highly personal - every character counts.
Integration with Multi-Channel Skill
This skill can be used standalone or delegated from multi-channel-ad-ideation.
Standalone usage: User directly invokes "Generate SMS ad concepts for..."
Delegated usage: Multi-channel skill invokes this skill after creative direction is selected:
- Multi-channel passes: Creative direction, brief, segment
- This skill executes: Phase 1 (text concepts) and/or Phase 2 (ASCII previews)
- User can iterate within this skill or return to multi-channel orchestrator
When delegated, expect this context:
- Creative Direction: Selected direction name and description (e.g., "Urgency-Driven")
- Creative Brief: Core offer, CTA, tone
- Target Segment: Audience description
- Character Limit: 160 (single) or 300 (multi-part)
- Number of Concepts: Usually 3-5
Use this context to craft ultra-concise SMS messages that align with the creative direction while respecting character limits.
SMS Ad Best Practices
The SMS Channel Advantage
- 100% mobile - Everyone reads on their phone
- Highest open rates - 98% open rate vs. 20% for email
- Immediate delivery - Read within 3 minutes on average
- Direct & personal - Feels like a message from a friend
- Action-oriented - Short tap to link, call, or reply
Critical Constraints
- 160 characters for single SMS (spaces count!)
- 300 characters max for multi-part SMS (splits into 2-3 messages)
- Plain text only - No HTML, images, or formatting
- Mobile-first CTA - Link must work on small screens
- Compliance required - Must include opt-out mechanism
Output Format
Phase 1: Text Concept Format (Initial Generation)
Generate 3-5 SMS concepts using collapsed card format from ../references/card-templates.md:
- All concepts start collapsed (user clicks to expand for details)
- Summary shows concept name (24px/800 font) + message preview as tagline
- Do NOT include character counts in output
- Use green accent color (#10b981) for SMS visual distinction
- Include: Message text, opt-out, best send time
See Example SMS Concepts section below for complete card templates.
Phase 2: ASCII Preview Format (After Confirmation)
ONLY generate ASCII previews AFTER user confirms text concepts:
┌──────────────────────────┐
│ Message text formatted │
│ as it appears on mobile │
│ [CTA link] │
│ [Opt-out text] │
└──────────────────────────┘
Generate when user says "show me the previews" or "generate ASCII boxes" - NOT during first concept generation.
Character Limit Handling
Single SMS (160 chars): Best for simple, urgent messages.
Formula: [Hook] + [Offer] + [CTA] + [Link] + [Opt-out]
FLASH SALE: 40% off everything ends in 6 hours! Shop now: bit.ly/flash40
Reply STOP to unsubscribe
Multi-Part SMS (300 chars): Use for complex offers, B2B products, or when personalization adds value.
Formula: [Personalized Hook] + [Problem/Benefit] + [Offer] + [CTA] + [Link] + [Urgency] + [Opt-out]
Hi {{first_name}}, struggling to hit Q1 targets?
Pipeline Pro gives real-time visibility + AI alerts. Close 23% more deals.
Try free 14 days: bit.ly/pipelinepro
Founder pricing ends Friday - save $3,600/year.
Text STOP to opt out
Conciseness Techniques
Abbreviate smart: Use %, &, $, numbers instead of words. Avoid "ur", "w/" (unprofessional).
Lead with action: "SALE NOW: 40% off" beats "We wanted to let you know our sale is starting"
Remove filler: "SAVE 50% - live now" beats "We are excited to announce you can save up to 50%"
Drop pleasantries: Skip "Dear customer, we hope you're doing well..." - get straight to the offer.
CTA Optimization for Mobile
Short URLs: Use bit.ly or branded shorteners (e.g., bit.ly/flash40, not long URLs with UTM parameters)
Action-oriented CTAs: "Shop now: [link]", "Claim offer: [link]", "Get started: [link]"
Avoid: "Click here" (you tap on mobile), "Learn more" (too vague)
Tap-to-call: Include phone numbers for service businesses - mobile auto-formats them as tappable links.
Personalization Strategies
Effective tags: {{first_name}}, {{offer_code}}, {{product_name}}, {{cart_total}}
Use for: Welcome messages, abandoned carts, VIP offers, account notifications
Skip for: Urgent flash sales (brevity matters more), generic broadcasts, unreliable data
Timing & Delivery Recommendations
B2C: 12-1pm (lunch) or 5-8pm (evening). Avoid before 10am or after 9pm.
B2B: 10-11am or 2-3pm weekdays. Avoid Monday mornings, Friday afternoons, weekends.
Flash sales: Launch at 9am or 7pm. Reminders at 6hrs, 1hr, 30min before deadline.
Frequency: Max 4 promotional messages/month. Transactional messages (order updates) have no limit.
Compliance Essentials
Required in every promotional SMS:
- Opt-out mechanism: "Reply STOP to unsubscribe" or "Text STOP to opt out"
- Brand identification: Include your brand name, use consistent sender
- Only message users who explicitly opted in
Honor opt-outs immediately. Never send promotional SMS without opt-in or omit opt-out instructions.
Example SMS Concepts
Below are collapsed card examples showing Phase 1 text concepts. ASCII previews are generated after you confirm the text.
▸
Urgency-Driven Flash Sale
"🔥 FLASH SALE: 40% off EVERYTHING ends at midnight! Use code FLASH40..."
31/35
<div style="margin-top:20px;">
<div style="font-size:15px;font-weight:700;color:#1f2937;
margin-bottom:12px;">
Message Text
</div>
<div style="background:#f9fafb;padding:16px;border-radius:8px;
border-left:4px solid #10b981;">
<div style="font-size:14px;color:#111827;line-height:1.6;
margin-bottom:12px;">
🔥 FLASH SALE: 40% off EVERYTHING ends at midnight! Use code FLASH40
<br><br>
Shop now: bit.ly/flash40
</div>
<div style="font-size:12px;color:#6b7280;">
Reply STOP to unsubscribe
</div>
</div>
</div>
<div style="margin-top:16px;padding:12px;background:#f0fdf4;
border-radius:8px;border-left:4px solid #10b981;">
<div style="font-size:12px;font-weight:600;color:#6b7280;
text-transform:uppercase;margin-bottom:4px;">
Best Sent
</div>
<div style="font-size:13px;color:#111827;">
7:00 PM (evening browsing peak), with follow-up "last call" at 11:00 PM
</div>
</div>
▸
B2B SaaS Free Trial
"Hi {{first_name}}, get real-time pipeline visibility + AI risk alerts..."
28/35
<div style="margin-top:20px;">
<div style="font-size:15px;font-weight:700;color:#1f2937;
margin-bottom:12px;">
Message Text (Multi-Part)
</div>
<div style="background:#f9fafb;padding:16px;border-radius:8px;
border-left:4px solid #10b981;">
<div style="font-size:14px;color:#111827;line-height:1.6;
margin-bottom:12px;">
Hi {{first_name}}, get real-time pipeline visibility + AI risk alerts. Close 23% more deals.
<br><br>
Try Pipeline Pro free for 14 days (no card needed): bit.ly/pipelinepro
</div>
<div style="font-size:12px;color:#6b7280;">
Text STOP to opt out
</div>
</div>
</div>
<div style="margin-top:16px;padding:12px;background:#f0fdf4;
border-radius:8px;border-left:4px solid #10b981;">
<div style="font-size:12px;font-weight:600;color:#6b7280;
text-transform:uppercase;margin-bottom:4px;">
Best Sent
</div>
<div style="font-size:13px;color:#111827;">
Tuesday or Wednesday, 10:30 AM (mid-morning B2B engagement window)
</div>
</div>
Common Pitfalls to Avoid
Exceeding 160 chars - Splits into multi-part, costs more, harder to read
Unclear sender - "Who is this?" → instant delete
No opt-out - Violates TCPA, major fines possible
Vague CTA - "Check this out" doesn't drive action
Broken links - Always test on mobile device first
Too frequent - More than 4/month = high opt-out rate
Wrong timing - 2am texts = angry customers
Do this instead: Stay under 160 chars, clear sender ID, always include STOP, specific CTAs, test links, max 4/month, send 10am-8pm
Tip: SMS works best in combination with email. Use SMS for urgency (flash sales, event reminders), email for storytelling (product launches, thought leadership).
