ad-copy

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name: ad-copy
description: "Write high-converting Meta (Facebook + Instagram) ad copy — primary text, headlines, descriptions, and UGC/video ad scripts. Use this skill whenever the user asks to write, rewrite, or brainstorm Meta ads, Facebook ads, Instagram ads, ad hooks, ad captions, ad primary text, UGC scripts, video ad scripts, talking head scripts, ad angles, ad variations, scroll-stopping hooks, or ad creative for social media. Also trigger for 'write me an ad', 'ADHD hook ad', 'in-feed VSL script', or any task involving creating paid social ad copy. Does NOT handle compliance review or non-ad copy types like landing pages, emails, or full VSLs."
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> Created by **Rob Palmer** — direct-response copywriter ($523M+ tracked).
> Source & updates: https://github.com/robpalmer99/claude-code-copywriting-skills
> Free under CC-BY-4.0. Attribution requested when redistributed.

# Meta Ad Copy Skill

This skill writes high-converting ad copy for Meta platforms (Facebook + Instagram) — primary text, headlines, descriptions, and UGC/video ad scripts. It draws on proven direct response frameworks from Schwartz, Halbert, Makepeace, Georgi, Sultanic, and others.

The ad's ONLY job is to get the click. Not close the sale. Not educate fully. Get the click.

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# Step 1: Classify the Ad Brief

Before writing a single word, determine these four things. Ask the user if unclear.

## Funnel Position

| Position | What They Know | Ad Approach |
|----------|---------------|-------------|
| **Cold traffic** | Nothing about you | Lead with problem/curiosity, longer education |
| **Warm/engaged** | Seen you before | More direct, mechanism-focused |
| **Retargeting** | Visited your page | Objection-handling, social proof, urgency |

## Awareness Level (Schwartz)

Eugene Schwartz's 5 Levels of Awareness determine everything — your headline, your copy length, your angle, and where the ad sends people:

| Level | Lead With | Ad Length | Send To |
|-------|-----------|-----------|---------|
| **Unaware** | Identity/emotion, not the problem | Long, educational | Advertorial |
| **Problem-Aware** | Name the pain vividly, tease mechanism | Medium-long | VSL or advertorial |
| **Solution-Aware** | Differentiate your mechanism | Medium | VSL or long PDP |
| **Product-Aware** | Overcome objections, add proof | Short-medium | PDP |
| **Most-Aware** | Lead with the deal | Short | Checkout or offer page |

The less aware they are, the longer your copy needs to be.

## Strategy: Sell the Click vs. Sell the Solution

This is the most important strategic decision for any Meta ad:

**Sell the Click** — Short caption, curiosity-driven image/video, minimal info revealed. The ad's job is ONLY to generate the click. The advertorial or VSL does the selling. Best for: unaware/problem-aware audiences, products that need explanation, high-ticket offers.

**Sell the Solution** — Longer video with education, visual demos, proof. The ad itself does much of the selling. The landing page just needs to close. Best for: solution-aware+ audiences, simple products, visual products, lower price points.

**Critical rule:** If you show the product in the ad, the viewer becomes product-aware. Never send a product-aware viewer to a blind VSL — send them to a PDP or offer page instead.

**Real-world example:** Many 8-figure brands run BOTH strategies simultaneously. Static ads with product images sell the solution and send to PDPs. Curiosity video ads sell the click and send to advertorials or VSLs. Different awareness levels, different funnels, same brand.

## Ad Format

- **Static image + primary text** — Caption does the work, image stops the scroll
- **Short UGC / talking head** (15-60s) — First-person, phone-filmed feel
- **ADHD super hook ad** (3-7min) — Rapid-fire hooks, never stops hooking
- **Story-style video** (60-120s) — Personal narrative arc

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# Step 2: Write the Ad

## Meta Ad Specs (Quick Reference)

Read `references/meta-ad-specs.md` for full specs. Key numbe