<!-- SPDX-License-Identifier: MIT -->
<!-- SPDX-FileCopyrightText: 2025-2026 Marcus Quinn -->

# Ad Creative Copywriting

## Copywriting Frameworks

### 1. PAS (Problem-Agitate-Solution)

```text
P: Identify the PROBLEM
A: AGITATE the pain (consequences, not features)
S: Present the SOLUTION

P: "Wasting 10+ hours/week on manual data entry?"
A: "While you're buried in spreadsheets, competitors are growing."
S: "AutoFlow eliminates 95% of manual entry. 2,000+ companies saved 1,500 hours last month."
```

Best for: Cold audiences, clear pain points, competitive markets, longer-form copy.

### 2. AIDA (Attention-Interest-Desire-Action)

```text
A: Grab ATTENTION (relevant hook, not just shocking)
I: Build INTEREST (expand on the hook)
D: Create DESIRE (emotional — paint the picture)
A: Prompt ACTION (urgency or risk of loss)

A: "6 Months Ago I Was Working Minimum Wage. Today I Made $12K This Month."
I: "I learned one skill companies desperately need: data analysis. Online, in 12 weeks."
D: "Working from anywhere, $75-150/hr, doing work that matters."
A: "Next cohort March 15. 30 spots. Apply now."
```

Best for: E-commerce, lead gen, video ad scripts, sequential email campaigns.

### 3. BAB (Before-After-Bridge)

```text
B: BEFORE state (current pain — make it relatable)
A: AFTER state (desired outcome — aspirational but believable)
B: BRIDGE (your product/service — specific, not vague)

B: "Tired of starting diets that last 3 days."
A: "Waking up with energy. Wearing clothes you thought you'd never fit into again."
B: "FitMatch pairs you with a coach who texts daily. 5,000+ transformations."
```

Best for: Transformation products, before/after results, coaching/consulting. Use sensory language.

### 4. The 4 Us (Copy Audit Checklist)

| Criterion | Weak | Strong |
|---|---|---|
| **Useful** | "Get better results" | "Reduce churn by 34%" |
| **Urgent** | No deadline | "15 spots left in March" |
| **Unique** | Generic claim | "Predictive retention system" |
| **Ultra-specific** | Vague | "34%, 60 days, 15 spots" |

Best for: Reviewing/strengthening any copy, creating offers, headlines, CTAs.

### 5. Star-Story-Solution

```text
STAR: Relatable character (mirror target customer)
STORY: Their journey/struggle (specific details, include "aha moment")
SOLUTION: How they overcame it with your product (specific, believable results)

STAR: "Meet Sarah. 34, marketing manager, mom of two."
STORY: "After her second kid — no time for the gym. Felt tired, unhealthy, frustrated."
SOLUTION: "15-minute guided workouts. In 90 days: lost 22 pounds, more energy."
```

Best for: Video ads (testimonial style), case studies, email sequences, landing pages.

### 6. Extended BAB (High-Ticket)

BEFORE → AFTER → BRIDGE → PROOF (data, testimonials) → OFFER (clear package) → RISK REVERSAL (guarantee) → CTA (urgency)

**Example (Google Ads agency):** Before: bleeding $15K/month at 4:1 ROAS. After: predictable 6:1 ROAS. Bridge: proprietary audit framework, 247 rebuilds. Proof: $12K account from 3.5:1 to 5.8:1 in 67 days. Offer: full rebuild, pay only on benchmarks. Risk reversal: 1.5x ROAS in 90 days or free. CTA: 5 audits this month.

### 7. Features → Benefits Translation

| Feature | Advantage | Benefit |
|---|---|---|
| Cooling gel foam | Regulates temperature | Wake up refreshed, not sweaty |
| AI email automation | Sends personalized emails on behavior | More sales while you sleep |
| 12-week program | Step-by-step progression | No guessing what to do next |

Bad: "Our CRM has customizable dashboards, 500+ integrations, and advanced reporting."
Good: "See which leads are ready to buy. Connect your entire tech stack. Make decisions with real data."

---

## Headline Formulas (Ad-Specific Subset)

For the full 40+ headline formula library with detailed examples, see `direct-response-copy-frameworks-headline-formulas.md`.

Below are the most effective categories for ad creative, with representative templates per category.

### How-To

- How to [Outcome] Without [Objection]
- How to [Benefit] in [Timeframe]
- How to [Goal] Even If [Limiting Belief]
- How I [Result] and How You Can Too

### List

- [Number] Ways to [Benefit]
- [Number] Mistakes [Person Type] Make
- [Number] Things Nobody Tells You About [Topic]
- The Only [Number] [Things] You Need to [Goal]

### Question

- Are You [Making Mistake]?
- What If [Hypothetical Scenario]?
- Do You Make These [Number] [Mistakes]?
- Why Isn't [Expected Result] Working?

### Command

- Stop [Bad Behavior] and Start [Good Behavior]
- Get [Benefit] Without [Objection]
- Join [Number]+ [People] Who [Achievement]
- Transform [Current State] Into [Desired State]

### Benefit-Driven

- [Outcome] Without [Drawback]
- [Benefit] in Just [Timeframe]
- Finally, [Desired Outcome]
- The Simple [Solution] to [Complex Problem]

### Curiosity

- The Surprising Truth About [Topic]
- Why [Conventional Wisdom] is Wrong
- What [Expert/Group] Know That You Don't
- [Surprising Thing] That [Result]

### Social Proof

- How [Number]+ [People] [Result]
- Trusted by [Impressive Names/Numbers]
- #1 [Category] in [Location/Platform]
- [Impressive Stat] Can't Be Wrong

### Warning/Urgency

- Warning: [Negative Consequence]
- Don't [Action] Until You [Do This First]
- [Number] Signs You're [Negative State]
- Last Chance to [Action]

### Personal/Testimonial

- How I [Result] in [Timeframe]
- From [Negative State] to [Positive State]
- My [Timeframe] Journey to [Achievement]

### Comparison

- [Option A] vs. [Option B]: Which is Better?
- Why [Your Solution] Beats [Alternative]
- [Old Way] vs. [New Way]

### Headline Testing

Test: primary vs secondary benefit, question vs statement, long vs short, with/without numbers, personal vs impersonal, generic vs specific.

Winning traits: specific (numbers, names), clear, relevant (matches pain/desire), urgent, beneficial. Avoid: vague, too clever (pun over clarity), too long, brand-focused, no differentiation.

---

## Brand Voice in Ads

### Voice Dimensions

| Dimension | Axes |
|---|---|
| Personality | Formal ↔ Casual, Serious ↔ Playful, Respectful ↔ Irreverent, Enthusiastic ↔ Matter-of-fact |
| Vocabulary | Jargon (use/avoid/explain), complexity, slang, profanity |
| Grammar | Sentence length, contractions, exclamation points, fragments |

Voice stays constant; tone adapts per platform: LinkedIn (B2B) = formal, feature-focused. Instagram (solopreneurs) = casual, conversational. TikTok (young entrepreneurs) = very casual, meme-adjacent.

### Voice Examples

**Professional B2B SaaS** (formal, jargon explained):
> "Your team deserves better than spreadsheets. [Product] brings your projects, communication, and files into one intuitive workspace. Join 10,000+ companies who've made the switch."

**DTC Playful Brand** (casual, irreverent, fragments fine):
> "Tired of jeans that don't fit right? Same. That's why we made these. They actually fit. Wild concept. Try 'em, love 'em, or send 'em back. No BS."

### Brand Voice Guide Template

```text
1. VOICE OVERVIEW: We are [3-5 adjectives] | We are NOT [3-5 adjectives]
2. PERSONALITY TRAITS: [Trait]: Sounds like [example] / Doesn't sound like [counter-example]
3. VOCABULARY: Words we use [list] | Words we avoid [word] -> use [alternative] | Jargon policy [use/avoid/explain]
4. GRAMMAR: Contractions [Always/Sometimes/Never] | Sentence length [Short/Medium/Long] | Exclamation points [Frequent/Occasional/Rare] | Emoji [Yes/No/Platform-specific]
5. VOICE BY CONTEXT: Acquisition (cold) [tone] | Retargeting (warm) [tone] | Customer comms [tone] | Social [tone]
6. EXAMPLES: 5-10 on-brand + off-brand with explanations
7. CHECKLIST: Does this sound like [BRAND]? Appropriate for platform/audience?
```

### Common Voice Mistakes

| Mistake | Fix |
|---|---|
| Inconsistent voice across ads | Pick one voice, stick to it |
| Wrong platform voice (corporate on TikTok) | Match platform expectations |
| Forced slang | Be authentic to YOUR brand |
| No personality | Add distinctive voice elements |
| Offensive irreverence | Know your audience limits |

Voice testing: Run simultaneous variants (professional, casual, formal, emotional). Measure CTR and CPA. Winner = voice that resonates with your audience.
