| name | ad-copywriting |
| description | Direct-response ad copywriting for headlines, descriptions, CTAs, and hooks across Meta and Google Ads. Avoids AI slop; cites canon. |
| canon_references | ["dunford-positioning","hormozi-value-equation","miner-nepq","sutherland-signalling"] |
| canon_source | brain/MARKETING_CANON.md |
| universal | true |
| note | Examples in this skill may reference SunBiz (legacy client); the skill itself is brand-agnostic. Per-brand context lives in brain/clients/<brand>.md. |
| triggers | ["write ad copy","draft a headline","generate Meta ad creative","rewrite this ad","ad variants for split test"] |
SKILL: Ad Copywriting for MCA / Business Funding
High-converting ad copy for SunBiz Funding's MCA consolidation and growth capital campaigns.
Core Principles
- Lead with pain point, not product — "Stop the daily drain" not "We offer MCA consolidation"
- Educate, don't sell — Position as financial advisor sharing knowledge
- Daily affordability over total cost — "Reduce your daily payment" not "Lower your factor rate"
- Build trust through transparency — "We analyze your bank statements and show you what we see"
- Compliance always — Never say "loan," never promise guaranteed approval
Language Rules (NON-NEGOTIABLE)
| ALWAYS Use | NEVER Use | Why |
|---|
| Advance | Loan | MCA is legally not a loan |
| Funding / Capital | Lending / Money | Professional positioning |
| Consolidation | Refinance | MCA industry terminology |
| Merchant | Borrower | Industry standard |
| Daily payment | Interest rate | MCA uses factor rates, not APR |
| "See if you qualify" | "Guaranteed approval" | Compliance |
Character Limits
Google Ads (Responsive Search Ads)
| Element | Max Chars | How Many |
|---|
| Headline | 30 | 3-15 (provide at least 5) |
| Description | 90 | 2-4 (provide at least 3) |
| Display URL path | 15 each | 2 paths |
Meta Ads
| Element | Recommended | Max |
|---|
| Primary text | 125 | 2,200 |
| Headline | 40 | 255 |
| Description | 30 | 255 |
Copy Frameworks
PAS (Problem → Agitate → Solution)
Problem: "Carrying 3+ MCA positions?"
Agitate: "That's $1,500-$3,000 leaving your account every day — before payroll, rent, or inventory."
Solution: "SunBiz Funding consolidates your positions into one manageable daily payment."
Multi-Phase Education (SunBiz Signature)
Hook: "Overleveraged? We don't stack — we fix."
Phase 1: Immediate relief — consolidate daily payments
Phase 2: Buy out multiple positions
Phase 3: Become the sole funder — one payment
Phase 4: Transition to a true Line of Credit
CTA: "See where you are on the path →"
Before/After (Consolidation)
Before: "4 MCA positions. $2,100/day in ACH debits. Cash flow choking."
After: "1 position. $850/day. $1,250/day back in your business."
CTA: "Get your consolidation plan."
Objection Pre-empt
Rate: "It's not about the rate. It's about what you can afford daily."
Trust: "We analyze your bank statements and show you exactly what we see."
Stack: "We don't add to the pile. We buy out your positions."
Headline Templates
Meta — Consolidation (40 chars)
- "Stop the Daily Drain" (20)
- "Overleveraged? We Can Help" (26)
- "Cut Your Daily MCA Payments" (27)
- "From 4 Positions to 1" (21)
- "Consolidate & Breathe Again" (27)
- "Your Path Out of MCA Debt" (25)
Meta — Growth Capital (40 chars)
- "Smart Capital for Growth" (24)
- "Fast Funding. No Bank Delays." (29)
- "Capital When You Need It" (24)
- "Smart Money for Smart Business" (30)
Google RSA Headlines (30 chars max)
- "MCA Consolidation Experts" (25)
- "Consolidate MCA Positions" (25)
- "Reduce Daily MCA Payments" (25)
- "Free Funding Analysis" (21)
- "SunBiz Funding Capital" (22)
- "MCA Buyout Specialists" (22)
Google RSA Descriptions (90 chars max)
"Carrying multiple MCA positions? We consolidate into one payment. Free analysis available." (90)
"Reduce your daily ACH payments by consolidating MCA positions. See if you qualify today." (88)
"SunBiz Funding: MCA consolidation experts. We analyze your statements and build a plan." (87)
"Drowning in daily debits? We buy out your MCA positions and cut your daily obligation." (85)
COMPLIANCE RED LINES (NEVER Write)
- "Guaranteed approval" / "Everyone qualifies" — NEVER
- "Loan" / "Lending" / "Lender" — NEVER (for MCA products)
- "Interest rate" / "APR" — NEVER (MCA uses factor rates)
- Specific factor rates without client approval — NEVER
- "Refinance" — NEVER (use "consolidate")
- Fake urgency: "Only 3 spots left" — NEVER
SAFE MCA Copy Patterns
- "See if you qualify"
- "Get your free analysis"
- "Reduce your daily payments"
- "We analyze your bank statements"
- "Consolidate your positions"
- "One payment. One partner."
CTA Rules
- ALL CTAs link to the JotForm — single lead capture destination
- Cold: "See If You Qualify" / "Get Your Free Analysis"
- Warm: "Get Your Consolidation Plan" / "Check Your Options"
- Hot: "Complete Your Application" / "Talk to a Specialist"
