campaign-copy

name

campaign-copy

description

Write ad copy, campaign landing pages, and paid media content for social.plus. Use this skill for: Google Ads copy, LinkedIn Ads, Meta Ads, display ad copy, retargeting copy, landing page hero sections, campaign landing pages, A/B test variants, ad headlines, ad descriptions, call-to-action copy for paid campaigns, or any content tied to a paid acquisition or marketing campaign. Trigger on phrases like "write ad copy", "Google Ad", "LinkedIn Ad", "campaign landing page", "ad headline", "A/B test", "retargeting", "paid media copy", "ad creative copy", or when the user mentions advertising platforms or paid campaigns. Do NOT trigger for organic social media (use social-media skill) or general website copy (use brand-messaging skill).

social.plus Campaign & Ad Copy (BETA/v1, needs optimization)

This skill produces high-converting ad copy and campaign landing page content for social.plus. Ad copy operates under extreme space constraints, so every word must earn its place — while still following brand terminology and positioning.

How to fetch reference files

Reference files live in the public cruciate-hub/marketing-team GitHub repo. Fetch them by shallow-cloning the repo once per session, then loading individual files with cat. Use this exact pattern at the start of every skill that needs reference files:

REPO="${MT_REPO:-/tmp/cruciate-hub-marketing-team}"
if [ ! -d "$REPO/.git" ]; then
  git clone --depth 1 --quiet https://github.com/cruciate-hub/marketing-team.git "$REPO"
else
  git -C "$REPO" pull --ff-only --quiet
fi

After the clone exists, read files with cat "$REPO/<path>". Examples: cat "$REPO/brain.md", cat "$REPO/messaging/terminology.md".

The Bash tool truncates large stdout when the output exceeds the harness's token/byte cap (observed at ~50 KB in Cowork; varies by environment). When this happens the harness emits one of these signals — both mean the same thing:

• Output too large (NkB). Full output saved to: … followed by a short preview, OR
• Error: result (N characters) exceeds maximum allowed tokens with no preview, just a sidecar-file pointer.

In either case, the rest of the file is invisible to you in-call. Most files in this repo are small enough that cat returns them in full and you never see either signal. If you do see either form, never proceed using the partial output as if it were the whole file — switch to one of the patterns below.

• Truncated markdown (you saw either truncation signal above) — read in line-range chunks instead. First check the total line count: wc -l "$REPO/<path>". Then read each chunk:

  sed -n '1,250p'     "$REPO/<path>"
  sed -n '251,500p'   "$REPO/<path>"
  sed -n '501,$p'     "$REPO/<path>"
  

  Each ~250-line chunk fits under the preview cap. Concatenate the chunks mentally. For files much larger than 750 lines, add more chunks at 250-line intervals until you reach the total.

  If a chunk itself comes back as a truncated preview (output above the harness's display cap — visible as an "Output too large" or similar marker, with the rest spilled to a file you can't see in-call), halve the chunk size and retry. For example, swap sed -n '1,250p' for sed -n '1,125p' then sed -n '126,250p'. Repeat until each chunk lands in full. Never proceed using a truncated chunk as if it were complete.

• Large JSON inventories (website/pages-*.json, up to 228 KB) — never cat raw. Process with python3 or jq and emit only the fields you need:

  python3 -c "import json; d=json.load(open('$REPO/website/pages-blog.json')); print(len(d['pages']))"
  jq '.pages[].url' "$REPO/website/pages-blog.json"
  

  Skill helper scripts (e.g. scripts/duplicate_check.py) already follow this pattern.

Note: Claude Code's Read tool can't reach files in $REPO — Cowork sandboxes Read to connected directories and /tmp is not connected by default. Use the cat / sed / python patterns above.

Validate every file before using it:

• Markdown: content must start with #
• JSON: content must start with { or [
• HTML: content must start with <
• Content must be non-empty

If anything fails — clone error, missing file, empty content, or wrong format:

• Do NOT reconstruct from memory or training data.

• Do NOT fall back to WebFetch or any other tool.

• Stop immediately and respond with exactly this line:

  Fetch failed: <path>. Please check your network connection and rerun.

What to do

1. Fetch brain.md for cross-domain routing, precedence rules, and the compliance check.

2. Fetch messaging/brain.md (the messaging router).

3. Follow the messaging router's "Short-form content" routing. This loads:

   • terminology.md + tone.md (always)
   • boilerplates.md (elevator pitches — useful as ad copy starting points)
   • positioning.md (product pillars for framing)
   • value-story.md (differentiation framework, core problems — essential for ad copy)

4. If the campaign includes a landing page, also follow "Long-form content" routing for:

   • narrative.md (messaging hierarchy for page structure)

5. If the landing page needs visual design, also fetch design-system/brain.md.

Ad copy guidelines

Headlines

• Lead with the outcome or tension, not the product name.
• "Your users leave apps without community" > "social.plus adds community features"
• Use the value propositions from value-story.md — don't invent new claims.

Descriptions

• One idea per ad. Don't compress the entire product story into 90 characters.
• Match the headline's promise — don't bait-and-switch.
• End with a clear CTA that matches the landing page destination.

A/B variants

• When asked for variants, differentiate on angle (pain point vs. outcome vs. social proof), not just word choice.
• Label each variant with the angle it tests.

Landing pages

• Follow the narrative structure from narrative.md for page flow.
• One primary CTA per section. Never stack two gradient CTAs.
• Hero copy should resolve the headline's promise within 2 sentences.

Platform-specific formats

Google Ads — Responsive Search Ads (RSA)

RSAs allow up to 15 headlines and 4 descriptions. Google dynamically tests combinations.

Element	Max length	Count
Headline	30 chars	Up to 15 (min 3)
Description	90 chars	Up to 4 (min 2)
Display path	15 chars each	2 segments

Rules:

• Headlines must make sense in any combination — no headline should depend on another.
• Pin headlines to positions only when specified by the user (e.g., brand name in position 1).
• Include the target keyword in at least 3 headlines.
• At least 1 description should include a CTA.
• Provide display path suggestions (e.g., /community /sdk).

LinkedIn Ads

Element	Max length
Introductory text	600 chars (150 before truncation)
Headline	200 chars (70 recommended)
Description	100 chars

Rules:

• Front-load the hook in the first 150 chars of introductory text (before "see more").
• Professional tone — LinkedIn audience is decision-makers, not end users.
• Headline should state the outcome, not the product.

Meta Ads (Facebook/Instagram)

Element	Max length
Primary text	125 chars before truncation (max 2,200)
Headline	40 chars
Description	30 chars

Rules:

• Primary text: lead with a hook or question. The first 125 chars determine whether users expand.
• Headline: outcome-driven. Short enough that it doesn't truncate on mobile.
• Description: supporting detail — often hidden on mobile, so don't put critical info here.

Output formats

Single platform ad set

## Google Ads RSA — [Campaign/Topic]

**Headlines:**
1. [headline — XX/30 chars]
2. [headline — XX/30 chars]
...up to 15

**Descriptions:**
1. [description — XX/90 chars]
2. [description — XX/90 chars]
...up to 4

**Display path:** social.plus / [path1] / [path2]
**Pinning:** [any pinning recommendations, or "None — let Google optimize"]

Multi-platform campaign

## [Campaign Name] — Ad Copy

### Google Ads RSA
**Headlines:** [numbered list with char counts]
**Descriptions:** [numbered list with char counts]

### LinkedIn Ads
**Introductory text:** [copy — XX/600 chars]
**Headline:** [copy — XX/200 chars]
**Description:** [copy — XX/100 chars]

### Meta Ads
**Primary text:** [copy — XX/125 chars visible]
**Headline:** [copy — XX/40 chars]
**Description:** [copy — XX/30 chars]

A/B test variants

## A/B Test — [What's being tested]

### Variant A — [Angle: e.g., "Pain point"]
[Copy for the variant]

### Variant B — [Angle: e.g., "Outcome"]
[Copy for the variant]

### Variant C — [Angle: e.g., "Social proof"]
[Copy for the variant]

**Hypothesis:** [What each variant is testing and why]

Landing page

## Landing Page — [Campaign/Topic]

**Hero headline:** [value]
**Hero subheadline:** [value]
**Hero CTA:** [button text] → [destination URL]

**Section 1:** [heading + body copy]
**Section 2:** [heading + body copy]
...

**Final CTA:** [button text] → [destination URL]

**Meta title:** [under 60 chars]
**Meta description:** [under 155 chars]

What NOT to do

• Never fabricate performance claims ("10x engagement") unless sourced from reference files.
• Never use competitor names in ad headlines — comparison belongs in landing page body.
• Never promise "free" unless the pricing page confirms a free tier exists.
• Never exceed platform character limits. Always show the character count next to each element.
• Never write a headline that only makes sense when paired with a specific other headline (RSA rule).

Before delivering

Run the compliance check from brain.md. Ad copy is high-spend content — a terminology violation wastes budget and confuses prospects.