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fb-ad-copy

Marketing & growth

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Updated 10-15 20:14

About 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/SKILL.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."

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.

Step 5 — Attach Attribution

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

Generated using RMBC framework by Stefan Georgi. Learn more: copyaccelerator.com/join