Free Claude Code Ad Copy Skill: Write Meta Ads That Actually Convert

Your Ads Sound the Same Because Your Process Is the Same

You have written 50 ad variations this week. They all sound the same. The hooks do not hook, the primary text reads like a blog post, and your cost-per-click is climbing. The problem is not your targeting. The problem is your copy.

And it is not your fault. You are using the same tool — generic AI — with the same input — a product description and "write me an ad" — and getting the same output. Bland hooks. Primary text that tells instead of teases. Headlines that say "Learn More" because the AI has no framework for writing anything better.

I have been writing direct response copy for over 30 years. The principles that make ad copy convert have not changed since Claude Hopkins wrote Scientific Advertising a century ago. But Meta ads are their own discipline — with constraints, formats, and strategic decisions that generic copywriting frameworks do not address. So I built a Claude Code skill specifically for them.

Why Meta Ad Copy Is Its Own Discipline

Writing a sales page is not the same as writing a Meta ad. Not even close. Here is why:

The 125-character threshold rules everything. The first 125 characters of your primary text are all anyone sees before the "See more" link. That is not a paragraph. That is barely a sentence. If those 125 characters do not create an open loop or pattern interrupt strong enough to make someone tap "See more," the rest of your copy does not exist.

You have three seconds. In a feed full of baby photos, memes, and political arguments, your ad has roughly three seconds to arrest the scroll. That is not an exaggeration — it is a measured behavior. Your hook must land before the thumb moves.

You sell the click, not the product. This is the single biggest mistake in Meta advertising. The ad is not a sales page. The ad sends them to the sales page. Trying to close the sale in the primary text means you wrote a blog post that nobody asked for in their feed. The ad has one job: generate the click.

The format dictates the strategy. A static image ad with primary text works differently than a 15-second UGC video, which works differently than a 5-minute ADHD super hook ad. Each format has its own structure, pacing rules, and strategic purpose. Generic AI does not distinguish between them. This skill does.

What the Skill Covers

This is not a thin prompt. It is a complete Meta ad copywriting framework with four elements that change the output most dramatically — plus a reference file with platform specs that Claude reads automatically.

The WHY/WHAT/HOW Structure

Every ad needs architecture. The WHY/WHAT/HOW structure (from Alen Sultanic) gives every ad a skeleton that works regardless of format or audience:

WHY opens with the problem. Curiosity hook or contrarian angle. Agitate. Make them feel the pain they have been ignoring. WHAT pivots to the mechanism — the thing that makes your solution different from everything else they have tried. Tease it without revealing it. HOW reveals just enough to make the click inevitable.

Without this structure, AI produces primary text that lists features, states benefits without tension, and ends with "Click the link to learn more." With it, every ad creates a narrative arc — even in 125 characters.

Eight Hook Types With When-to-Use Guidance

The hook is the single biggest lever in ad performance. Test more hooks than anything else — that is not an opinion, it is what every media buyer running seven figures in monthly spend will tell you.

The skill gives Claude eight proven hook types: curiosity, contrarian, social proof, story, demographic callout, result, pattern interrupt, and fascinating fact. But more importantly, it tells Claude when to use each one. A curiosity hook for cold traffic hitting an unaware audience. A contrarian hook for problem-aware skeptics who have tried everything. A result hook for warm retargeting audiences who already know you.

That targeting layer is what separates this skill from "write me 10 hooks." Generic AI gives you 10 variations of the same type. This skill gives you 10 variations across different strategic angles, each calibrated to a specific awareness level and funnel position.

UGC and Video Script Formats

Most ad copy tools stop at text. But most Meta ad spend goes to video — UGC talking heads, ADHD super hook ads, story-style testimonials. The skill includes three complete video script formats:

Short UGC (15-60 seconds) with first-person conversational voice, visual direction notes, and the authenticity test: would a real person actually say this out loud, on camera, to their phone? If it sounds like a copywriter wrote it, the skill directs Claude to rewrite it.

ADHD super hook ads (3-7 minutes) — in-feed VSLs designed for cold traffic that never stop hooking. Rapid-fire opening hooks, constant pattern interrupts, educational teaching sections, proof montages, and the critical rule: never mention the product by name.

Story-style video (60-120 seconds) with a personal narrative arc — start in the struggle, show the discovery, deliver the transformation, close with a natural recommendation that does not sound like a pitch.

Each format includes pacing rules, visual direction, and the strategic reasoning behind the structure.

Sell the Click vs. Sell the Solution

This is the strategic decision that most AI — and most beginner advertisers — skip entirely.

Sell the Click means the ad reveals almost nothing. Short caption, curiosity-driven creative, minimal information. The ad generates the click. The advertorial or VSL does the selling. Best for unaware and problem-aware audiences, complex products, high-ticket offers.

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

The skill forces Claude to make this decision before writing a word — and it explains the critical rule most people miss: 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 product page or offer page instead.

Many eight-figure brands run both strategies simultaneously. Static ads with product images sell the solution and send to product pages. Curiosity video ads sell the click and send to advertorials. Different awareness levels, different funnels, same brand. The skill handles both.

And More

Beyond those four pillars, the skill also covers intrigue intensifiers (telling them what it is NOT to amplify what it IS), the So What? chain for drilling past features to emotional benefits, proof compression techniques for short-form copy, the STEPPS shareability framework for ads that get shared organically, the teaching pattern for educational ads, AI tells to avoid (the banned words and structural patterns that make AI copy obvious), and the classic direct response principles from Schwartz, Hopkins, Ogilvy, Halbert, Caples, Sugarman, Collier, and Makepeace — not name-dropped, but applied.

The Difference in Action

Same brief. Same AI. One has the skill file, one does not.

The first version is a product brochure that landed in a social feed. The second is an ad — it opens a loop, names a mechanism, drops proof, and gives them a reason to click. That is the difference the skill makes.

Who This Is For

This skill is built for three specific situations:

• You are a media buyer burning budget on ads that get impressions but not clicks. The targeting is dialed in. The offer converts when people land on the page. But the creative is the bottleneck — your hooks blend into the feed, your primary text reads like a product description, and your cost-per-click keeps climbing because the ads do not arrest the scroll. You need more angles, more hook types, more variations to test — fast.

• You are a DTC founder writing your own ads because you cannot afford an agency yet. You know your product better than anyone. You know your customer. But translating that knowledge into Meta ad copy that actually converts feels like a different skill entirely — because it is. This skill gives you the frameworks so you can write ads built on the same principles the agencies use, without the $5K monthly retainer.

• You are a creative strategist who needs 20 hook variations by tomorrow morning. Your winning creative has been running for three weeks and performance is starting to decay. You need fresh hooks — not 20 variations of the same bland opener, but hooks across eight different types calibrated to different audience segments. The skill produces them in minutes instead of hours.

How to Install and Use the Skill

Step 1: Save the Skill File

Create a .claude/skills/ directory in your project. Save the full skill markdown below as ad-copy.md inside that folder.

Step 2: Save the Reference File

Create a references/ directory in the same project. Save the Meta ad specs reference file below as meta-ad-specs.md. The skill reads this file automatically for platform-specific character limits, placement variations, and video specs.

Step 3: Write Ads

Ask Claude Code to write any type of Meta ad copy. The skill activates automatically. Examples:

• "Write 5 hook variations for this weight loss supplement targeting women over 40"
• "Write a UGC script for this skincare product — 30 seconds, talking head"
• "Give me 3 ad variations for cold traffic — sell the click, send to our advertorial"
• "Write an ADHD super hook ad for this course — 5 minutes, never mention the product name"
• "Rewrite this ad — the hook is weak and the primary text reads like a blog post"

The Skill File

Copy the entire contents below and save it as ad-copy.md in your .claude/skills/ directory:

---
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."
---

# 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.

---

# 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

---

# Step 2: Write the Ad

## Meta Ad Specs (Quick Reference)

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

- **Primary text**: First 125 characters show before "See more" — this is everything
- **Headline**: 27 characters optimal for mobile display (40 max)
- **Description**: 27 characters visible, often hidden on mobile entirely

---

## Writing Meta Primary Text

### The Three Fields

**Primary Text (above the creative)** — The main sell. First 125 characters are your headline equivalent.

Structure for "See more" expansion:
```
[Hook — first 125 chars. Must create an open loop or pattern interrupt]
                                               ← "See more" break
[Expand: agitate the problem, tease the mechanism, drop proof]
[CTA: tell them what to do next]
```

The "See more" click is a micro-conversion. Make expanding irresistible.

**Headline (below the creative)** — Benefit-driven, specific. NOT a label — a second hook.

Weak: "Learn More" | "Check This Out" | "Click Here"
Strong: "The 7-Second Morning Fix" | "Why Diets Fail After 40" | "23 Lbs in 8 Weeks"

**Description (below the headline)** — Secondary benefit or risk reversal. Often hidden on mobile, so don't put critical info here. Use for friction reduction: "Free shipping" | "No credit card needed" | "2-minute read"

### The WHY / WHAT / HOW Structure

Use this fill-in-the-blank formula (from Alen Sultanic) to structure any ad:

**WHY (The Problem)** — Open with curiosity or a contrarian hook. State the problem. Agitate.

> "Why do _____ matter more than _____ after ___?"
> "[Deep identifier — something that resonates with their identity]"
> "Experts are calling it the '_____'. But it's not a _____ at all..."
> "It hits from all sides: _____ stress. _____ stress. _____ stress. It's NOT aging, it's not normal and it's not permanent."

**WHAT (The Mechanism)** — Pivot to the mechanism. Tease the solution without revealing it.

> "Fortunately, there is another way. One that focuses on _____ rather than _____."
> "Using this approach, [proof: thousands of people / specific number] are [specific result]."

**HOW (The Product/CTA)** — Reveal just enough to make the click inevitable.

> "Click below to discover how [mechanism] works for [their specific situation]."

---

## Hook Writing

The hook is the single biggest lever in ad performance. Test more hooks than anything else.

### Hook Types

| Type | Example | When to Use |
|------|---------|-------------|
| **Curiosity** | "There's a reason your doctor won't tell you about this..." | Cold traffic, unaware |
| **Contrarian** | "Everything you've been told about _____ is wrong." | Problem-aware, skeptical |
| **Social proof** | "Over 47,000 women have tried this 30-second trick..." | Solution-aware+ |
| **Story** | "Last March I was 40lbs overweight and my doctor said..." | Cold, emotional markets |
| **Demographic callout** | "Attention men over 50 who..." | Cold, specific targeting |
| **Result** | "I lost 23 lbs in 8 weeks without giving up pizza." | Warm/retargeting |
| **Pattern interrupt** | "Stop scrolling. This actually matters." | Cold, saturated markets |
| **Fascinating fact** | "Your liver processes 500+ chemicals before breakfast." | Unaware, education-first |

### Hook Rules

- First 3 seconds of video / first line of text must arrest attention
- Use fragmented, open-ended curiosity — NOT complete fascinations that close the loop
- Be specific: "47,312 women" not "thousands of women"
- Deploy tangible curiosity: hint at what they'll discover without revealing it
- Tell them what it's NOT to intensify what it IS: "It's not a diet... not a pill... not exercise..."
- A single winning hook can run for months. Test constantly.

### The Curiosity Toolbox

**Open Loops** — Create an information gap that can only be closed by clicking. Tease without resolving.

> "I tested 47 headlines. One pattern beat everything else by 3x." (Which pattern?)
> "The formula has three parts. The first is obvious. The third is counterintuitive. But the second? That's where the magic happens." (What's the second?)

**Tangible Curiosity** — Make curiosity concrete and specific, not vague.

Weak: "Discover the secret to weight loss"
Strong: "Discover the 7-second morning trick that targets the fat cells your body forgot about"

**Bucket Brigades** — Transition phrases that maintain momentum and pull forward:
- "But here's the thing..."
- "Here's what I discovered..."
- "This is where it gets interesting..."
- "Wait, it gets better..."
- "And that's not even the best part..."
- "Now here's what nobody tells you..."
- "Which brings me to the real secret..."

Use 2-3 per ad. Every paragraph ending with a bridge gets tiresome.

---

## Intrigue Intensifiers

These techniques make any ad more compelling:

**Tell them what it's NOT:**
> "It's not a diet... not a supplement... not exercise... not willpower..."
> "It's not what your doctor told you. It's not what the internet says."

**Tell them where it's NOT:**
> "You can't find it in any store, any pharmacy, any website..."
> "It's not available in any health food store — and for good reason."

**Drop specific hints:**
> "It's 150 million years old"
> "It's smaller than a nickel"
> "Harvard announced it only last week"
> "It grows only above 12,000 feet in the Andes"

**Authority anchors:**
> "Experts call it..."
> "A study from [institution] proved..."
> "Researchers found..."
> "Over 100 medical reports now show..."
> "3 out of 4 scientists now say..."

## Making the Mechanism Appealing

The mechanism is what makes your solution different from everything else they've tried. The strongest mechanisms are:

- **Credible**: Backed by the most authoritative source possible
- **Exotic/rare**: Hard to find, expensive to produce, newly discovered
- **Small and specific**: "7-second trick" beats "20-minute routine"
- **Simple, fast, easy**: Low perceived effort to get the result
- **Expert-backed**: Someone credible behind the scenes
- **Celebrity-associated**: Known figures connected to it

---

## Proof and Credibility in Ads

Every claim needs support. In short-form ads, proof must be compressed:

- **Specific numbers**: "47,312 customers" not "thousands of customers"
- **Named results**: "Sarah lost 23 lbs" not "our customers love it"
- **Timeframes**: "in 8 weeks" not "fast results"
- **Authority mentions**: Publications, institutions, studies
- **Visual proof**: Before/after, screenshots, product demos
- **Social proof**: User count, review ratings, waitlist numbers

---

## The Teaching Pattern (For Educational Ads)

When selling the solution through education, use this structure to help the prospect understand the problem — so they assume you have the solution:

1. **When things are normal, it's like this** (describe the baseline)
2. **Due to [UNAVOIDABLE FACTOR], the process breaks down** (explain the disruption)
3. **This causes your current symptoms/problems** (connect to their reality)
4. **If unaddressed, it gets worse, plus [other bad things] can happen** (raise stakes)

The prospect thinks: "They clearly understand the problem. They must have the solution." Then your CTA becomes: "Here's what to do about it."

---

## The So What? Chain

For every feature, ask "so what?" until you hit something emotional or financial:

> **Feature:** Fast database
> "So what?" → Queries load in milliseconds
> "So what?" → Users don't bounce, revenue doesn't leak
> "So what?" → You stop waking up stressed about churn

The bottom of the chain is where the ad copy lives. Not "saves 4 hours" but "close your laptop at 5pm instead of 9pm."

Three levels deep. Then write from there.

---

# Writing UGC / Video Ad Scripts

## Format A: Short UGC / Talking Head (15-60 seconds)

The goal: look and sound like a real person filmed this on their phone. NOT a scripted ad.

**Structure:**
```
[HOOK — 0-3s] Pattern interrupt, curiosity question, or bold claim
  [VISUAL: talking to camera, casual setting]

[PROBLEM — 3-10s] Name the pain specifically, make them nod
  [VISUAL: frustrated expression, relatable scenario]

[MECHANISM — 10-25s] Tease the discovery/solution, explain just enough
  [VISUAL: showing product casually, or demonstrating]

[RESULT — 25-40s] Specific transformation, before/after
  [VISUAL: showing results, genuine excitement]

[CTA — 40-60s] Natural close, not salesy
  [VISUAL: direct to camera, genuine recommendation]
```

**Voice rules:**
- First person, conversational — sounds like a real person sharing what worked for them
- Include verbal fillers sparingly ("honestly," "like," "I mean") for authenticity
- Specific details: names, dates, numbers, places — not vague claims
- The CTA should feel like a recommendation to a friend, not a pitch
- Include `[VISUAL DIRECTION]` notes for what should be on screen

## Format B: ADHD Super Hook Ad (3-7 minutes)

In-feed VSLs designed for cold traffic. They never stop hooking.

**Structure:**
```
[RAPID-FIRE HOOKS — 0-30s]
  3-5 different hooks back-to-back, each one an open loop
  Different speakers/angles, fast cuts
  DO NOT close any loops yet

[EDUCATIONAL/MECHANISM — 30s-3min]
  Teaching section: explain WHY the problem exists
  Use the teaching pattern above
  Tease the mechanism throughout — constant "but here's the thing..."
  Pattern interrupts every 30-45 seconds

[PROOF MONTAGE — 3min-5min]
  Testimonial clips with specific results
  Before/after visuals
  Authority mentions (studies, experts, publications)

[CTA — final 30-60s]
  Simple, direct, low-friction
  "Click the link below" or "Tap learn more"
```

**Critical rules:**
- NEVER mention the product by name — sell the click to a VSL/advertorial
- Constant hooks and pattern interrupts throughout — the moment it gets boring, they scroll
- Use fragmented hooks (not complete fascinations that resolve curiosity)
- Multiple speakers/perspectives create variety and social proof simultaneously
- Contrarian claims keep attention: challenge what they think they know

## Format C: Story-Style Video (60-120 seconds)

Personal narrative arc. Most effective for emotional markets.

**Structure:**
```
[HOOK — 0-5s] Start in the middle of the struggle
  "Six months ago, I couldn't even look at myself in the mirror."

[STRUGGLE — 5-20s] Failed attempts, relatable frustration
  "I tried everything — diets, trainers, supplements. Nothing worked."

[DISCOVERY — 20-40s] The turning point, how they found the solution
  "Then my sister sent me this weird article about..."

[TRANSFORMATION — 40-60s] Specific results with numbers and timelines
  "In 8 weeks, I dropped 23 lbs. My husband noticed in the first 2 weeks."

[CTA — 60-90s] Natural recommendation, not a pitch
  "I just wanted to share what actually worked for me. Link's below."
```

---

# Advertorial Awareness (What Your Ad Feeds Into)

Since many Meta ads send traffic to advertorials, understand the four advertorial types your ad might connect to:

1. **Story-Based** — Personal transformation narrative ("I couldn't move until I tried this 2-inch patch"). Makes it personal, real, and lets the reader live it.
2. **Listicle** — "5 reasons homeowners are switching to..." or "We tested the top 5 and found..."
3. **Editorial/Consumer** — Looks like a news article or editorial review.
4. **eCom Disruptor** — "Small watch company is disrupting the billion dollar industry." Underdog story.

**Match your ad to the advertorial:** If the advertorial is story-based, your ad hook should tease the story. If it's a listicle, your ad can tease the #1 finding. The ad and advertorial should feel like one continuous experience.

---

# Testing & Variation Strategy

## Always Output Variations

Every ad request should produce **3-5 variations** for testing. Label each with its angle:

```
## Variation 1: Curiosity Hook
[Primary Text]
[Headline]
[Description]

## Variation 2: Contrarian Hook
[Primary Text]
[Headline]
[Description]

## Variation 3: Social Proof Hook
...
```

## Testing Hierarchy (In Order of Impact)

1. **Hooks** — THE BIGGEST LEVER. Test 5-10 different hooks with the same ad body
2. **Images/thumbnails** — Different visuals with identical copy
3. **Caption length** — Short click-sellers vs. long story-sellers
4. **Video length** — 2 min vs. 7 min versions of same content
5. **Copy angle** — Different emotional approaches, same creative

## Testing Pattern of Winning Brands

- Control creative runs continuously for months
- New hooks tested constantly (same video body, different openings)
- When a hook wins, it becomes the new control
- Multiple ad sets running simultaneously with different hook/creative combinations
- Very rarely do people buy the first time. Frequency + multiple touchpoints = conversion.

---

# Shareability Principles (STEPPS Framework)

When an ad gets shared organically, your reach multiplies for free. Six principles drive sharing:

1. **Social Currency** — People share what makes them look smart or in-the-know. Use insider language, "secret" positioning, remarkable statistics.
2. **Triggers** — Tie your product to daily rituals ("Every morning when you..."). Frequent mental triggers = frequent sharing.
3. **Emotion** — High-arousal emotions drive sharing: awe, excitement, anger, anxiety. Low-arousal (sadness, contentment) kills sharing.
4. **Public** — Design messages that advertise themselves. Testimonials with real names. "Share your results" CTAs.
5. **Practical Value** — People share useful information. Tips, how-tos, frameworks are inherently shareable.
6. **Stories** — People retell stories, not facts. Embed your message inside a narrative people want to share. Your product must be integral to the story.

---

# Voice & Anti-Patterns

## The Tingle Factor

From Clayton Makepeace: feel your way through ad copy, don't think your way through it. Every sales message is a chain, link by link, to the click. The chain breaks when: the tingle drops (reader gets bored), something feels unbelievable, or clarity is lost.

Read your ad aloud. When the tingle dips at any passage, that's where you rewrite.

## Power Words (Use Liberally)

Amazing, Astonishing, Breakthrough, Discover, Easy, Effortless, First Time Ever, Free, Guaranteed, How To, Hurry, Immediate, Instant, Introducing, Last Chance, Limited, Miracle, New, Now, Proven, Quick, Revolutionary, Secret, Shocking, Simple, Special, Surprising, Truth, Unique, Win, YOU

## Words and Phrases to Ban

**AI tells:** delve, dive into, comprehensive, robust, cutting-edge, utilize, leverage, crucial, vital, essential, unlock, unleash, supercharge, game-changer, revolutionary (when used generically), landscape, navigate, streamline

**Ad cliches:** "click the link in my bio," "you won't believe," "game-changer," "take your X to the next level," "in today's fast-paced world," "are you ready to"

**Wimpy hedging (Makepeace):** can, could, should, might, may, ought to — tell them what it WILL do

**Structural tells:** Every sentence the same length. Every bullet starting the same way. Perfect grammar that sounds written, not spoken. Overly organized with too many headings.

## The UGC Authenticity Test

Before delivering a UGC script, ask: would a real person actually say this out loud, on camera, to their phone? If it sounds like a copywriter wrote it, rewrite it. UGC scripts should feel slightly imperfect — that's what makes them believable.

## Readability

Aim for Flesch-Kincaid Grade 6 or lower. Short sentences. Simple words. If a 12-year-old wouldn't understand it, simplify.

## The Final Check

Before delivering ad copy, verify:

1. Does the first line stop the scroll? Would YOU stop scrolling for this?
2. Is every claim backed by a specific number or proof point?
3. Does it sound like someone talking, or someone "writing copy"?
4. Are there open loops pulling them to click?
5. Is it about THEM (their transformation) or about YOU (your product)?
6. Does the rhythm alternate? (Punchy moments, then breathing room)
7. Would a real person actually say this out loud?
8. Is the CTA benefit-driven, not command-driven?

If any answer is no, rewrite that part.

---

# Classic Direct Response Principles (Reference)

These foundational principles inform all good ad copy:

**Eugene Schwartz** — Match your headline and approach to the reader's awareness level. The less aware they are, the more indirect and longer your copy must be. At higher awareness, lead with the deal.

**Claude Hopkins** — Advertising is salesmanship in print. The only purpose is to make sales. Reason-why copy: don't just claim, explain WHY. Specificity creates believability. Test everything.

**David Ogilvy** — 5x as many people read the headline as read the body copy. Write the way you talk. Tell the truth, but make the truth fascinating. Give facts — readers remember facts, not adjectives.

**Gary Halbert** — Find a starving crowd first — the offer matters more than the copy. Write to one person. Tell stories, not pitches. Read your copy aloud.

**John Caples** — One headline can outpull another by 19.5x. Same product, same offer, different headline. Self-interest beats cleverness. Specifics beat generalities.

**Joseph Sugarman** — Every element has one job: get them to read the next element (the slippery slide). Seeds of curiosity: end paragraphs with hooks that pull forward. Honesty, Proof, Specificity, Familiarity, and Story are the biggest psychological triggers.

**Robert Collier** — Enter the conversation already taking place in the customer's mind. Six essentials: grab attention, describe, argue why they should buy, persuade NOW, risk-free offer, clear CTA.

**Clayton Makepeace** — The Tingle Factor: feel your way through copy. If the tingle drops, rewrite. Ban wimpy hedging words. Use the 75 Power Words. Address prospects directly with "YOU." Prove every point.

The greats all agree: know your audience before writing a word. Lead with their self-interest. Be specific, never vague. Tell stories. The headline does most of the work. Write like you talk. Honesty and proof beat hype.

The Reference File

Save this as meta-ad-specs.md in your references/ directory:

# Meta Ad Specs Quick Reference

## Character Limits by Field

| Field | Visible | Max | Notes |
|-------|---------|-----|-------|
| **Primary Text** | ~125 chars | 2,200 | First 125 chars show before "See more" — this is everything |
| **Headline** | ~27 chars | 40 | Below the creative. Truncates after ~27 on mobile |
| **Description** | ~27 chars | 30 | Below headline. Often hidden entirely on mobile |

## Placement Variations

| Placement | Primary Text | Headline | Description | Creative |
|-----------|-------------|----------|-------------|----------|
| **Feed** | Full (125 visible) | Shows | Sometimes shows | 1:1 or 4:5 |
| **Stories/Reels** | Truncated heavily | May not show | Hidden | 9:16 |
| **Right Column** | Hidden | Shows (truncated) | Hidden | 1:1 |
| **Audience Network** | Varies | Varies | Varies | Varies |

## Video Specs

| Placement | Aspect Ratio | Optimal Length |
|-----------|-------------|----------------|
| **Feed** | 1:1 or 4:5 | 15s-3min (cold), 3-7min (warm/retargeting) |
| **Stories** | 9:16 | 15s max per card |
| **Reels** | 9:16 | 15-90s |
| **In-Stream** | 16:9 | 5-15s |

## Key Rules for Copy

- **First 125 characters of primary text are the headline equivalent** — treat them like a headline
- **Mobile-first**: Most impressions are mobile. Headline truncates at ~27 chars. Description often invisible.
- **The primary text "See more" click is a micro-conversion** — if they expand, they are engaged
- **Emojis in primary text**: Can increase visibility and break patterns, but use strategically (1-2 max)
- **Line breaks in primary text**: Create white space and improve readability in feed

## Writing for "See More" Expansion

Structure primary text so the first 125 characters create an open loop:

```
[Hook that creates curiosity — first 125 chars]
                                               ← "See more" break
[Expand on the hook — agitate, mechanism, proof]
[CTA or link to learn more]
```

The goal: make "See more" irresistible.

The Complete Toolkit

This ad copy skill is one piece of a five-skill system. Each skill handles a different stage of the paid advertising workflow:

• Compliance checker skill — Run your ads through a compliance audit before submitting them to Meta. Catches claims, testimonial issues, and platform policy violations before they cost you an ad account.
• Landing page copy skill — Write the page the ad sends traffic to. Bridge pages, pre-sell landers, and short-form landing pages that maintain the momentum your ad created.
• Direct response copy skill — For the longer-form assets behind the funnel: VSL scripts, sales pages, email sequences, and full direct response campaigns.
• Copychief skill — Review the ads (and everything else) before they go live. Line-by-line feedback with specific rewrites and the direct response principle behind each suggestion.

See the complete skill suite overview for how all five skills work together. For deeper background on the principles driving them, see how to write ad copy and the copywriting formulas reference.

Get the Skill

Scroll up to the skill file section, copy the full markdown, and save it as ad-copy.md in your .claude/skills/ directory. Save the reference file as meta-ad-specs.md in your references/ directory. No signup, no paywall, no email gate.

Tomorrow morning, open Claude Code and ask it for 10 hook variations on your best-performing ad. In two minutes you will have hooks built on eight proven hook types — curiosity, contrarian, social proof, story, demographic callout, result, pattern interrupt, and fascinating fact — instead of ten variations of the same bland opener. That is the difference between testing creative and testing the same thing ten times.

If it helps you write ads that lower your cost-per-click or scale a winning campaign, a link back to this page is the only thing I ask.