fb-ad-copy

name	fb-ad-copy
description	Generate RMBC-structured Facebook/Meta ad copy across single image, carousel, and video formats — 3 hook variations per format with character limits enforced.
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 "$_RMBC_ROOT/bin/rmbc-analytics" log --skill "fb-ad-copy" --product "${_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.

fb-ad-copy

Purpose

Generate direct response ad copy for Facebook/Meta campaigns using the RMBC framework. Each output delivers 3 variations (different hooks) for the chosen format — single image, carousel, or video script. Every variation includes primary text, headline, description, and CTA button recommendation with platform character limits enforced.

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, awareness level
ad_format	Yes	One of: single_image, carousel, video
key_mechanism	Yes	The product's unique mechanism (output from /mechanism-ideation)
offer	Yes	What the prospect gets — price, discount, bonus, guarantee
tone	No	One of: aggressive, conversational, professional. Default: conversational

Execution Protocol

Step 1 — Load Framework Context

Read rmbc-context/resources/rmbc-methodology.md to load RMBC framework definitions. Facebook ads compress the full RMBC arc into tight space — the hook carries Research (pain/desire), the body reveals Mechanism, proof stacks in mid-copy, and the CTA closes.

Step 2 — Map Awareness to Copy Length

Awareness Level	Primary Text Approach
Unaware	Story/curiosity lead, longer primary text, educate before mechanism
Problem-aware	Lead with pain, mechanism as solution, proof to close
Solution-aware	Lead with mechanism differentiation, proof-heavy, direct CTA
Product-aware	Lead with offer, social proof, urgency
Most aware	Lead with new offer/angle, minimal education needed

Step 3 — Generate 3 Variations

Each variation uses a different hook type (e.g., curiosity, fear, desire, social proof, contrarian). No two variations should use the same hook type.

Character Limits (enforced)

Element	Visible Limit	Max Limit	Notes
Primary text	125 chars	2,200 chars	First 125 visible before "See more"
Headline	40 chars	255 chars	First 40 visible in feed
Description	30 chars	255 chars	May not display on all placements

The first 125 characters of primary text MUST work as a standalone hook — assume most users never click "See more." Structure the first 125 characters as a 3-part pattern: (1) specific stat or contradiction (≤50 chars), (2) mechanism tease or knowledge gap (≤50 chars), (3) implicit promise that rewards reading past "See more" (≤25 chars). Example: "327 patients stopped taking glucosamine. | Their joints got better, not worse. | Here's why →"

Format-Specific Requirements

Single Image:

• Primary text: Hook + mechanism + proof + CTA (aim for 3-5 short paragraphs)
• Image direction: 1 sentence describing what the static image should convey

Carousel:

• Card count: 3-5 cards
• Each card: headline (40 chars) + description (30 chars)
• Card 1: Hook/problem. Card 2-3: Mechanism/proof. Final card: CTA/offer
• Primary text above carousel: condensed hook + mechanism + CTA

Video:

• Script outline: Hook (0-3s), problem (3-10s), mechanism (10-25s), proof (25-40s), CTA (40-60s)
• Primary text: Hook + offer summary (viewers may read this instead of watching)
• First 3 seconds must deliver the hook visually and verbally

Step 4 — CTA Button Recommendation

Select from Meta's CTA options: Shop Now, Learn More, Sign Up, Get Offer, Book Now, Contact Us, Subscribe, Order Now. Choose based on awareness level and offer type.

Output Format

## Facebook Ad Copy: [Product Name]

**Format:** [single_image | carousel | video]
**Audience:** [target audience summary]
**Awareness Level:** [detected level]
**Offer:** [offer summary]

---

### Variation 1: [Hook Type]

**Primary Text:**
[Full primary text — first 125 chars marked with ||]

**Headline:** [40 chars max]
**Description:** [30 chars max]
**CTA Button:** [Meta CTA option]
[Format-specific elements: image direction / card breakdowns / video script]

---

### Variation 2: [Hook Type]
[Same structure]

---

### Variation 3: [Hook Type]
[Same structure]

---

## Testing Recommendation

| Priority | Variation | Hook Type | Why Test First |
|----------|-----------|-----------|---------------|
| 1 | [#] | [type] | [reasoning] |
| 2 | [#] | [type] | [reasoning] |
| 3 | [#] | [type] | [reasoning] |

Quality Criteria

• First 125 characters of every primary text must stand alone as a compelling hook

• Headline stays under 40 characters — no truncation allowed

• Each variation uses a different hook type — no duplication

• Mechanism is present in every variation, not just features

• CTA is specific with a reason to act now — never "Learn More" without justification

• Carousel cards tell a sequential story — not disconnected slides

• Video scripts have a visual hook in the first 3 seconds

• Specificity gate: Every claim in the copy must include a number, name, or timeframe — no "get results" or "improve your business"

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

• Audience journey: The copy 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: The copy must address at least 2 likely objections with concrete responses (ROI math, proof of similar result, risk reversal)

Related Skills

• Run /mechanism-ideation first to develop the core mechanism (required input)
• Run /ad-angle-generator for strategic angle direction before writing ad copy
• Run /hook-battery to generate hook candidates to test across variations
• Validate finished ads with /ad-creative-audit
• Build UGC-style video ads with /ugc-brief

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:

• /hook-battery — generate more opening hooks
• /ad-angle-generator — explore new creative angles
• /rmbc-copy-audit — score against RMBC dimensions

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.