Reads: each board.md row (with its level and template), profile.md (how the brand writes), customer words, the claims on file, brand voice and rules. Writes: final on-image copy into the board; the surrounding copy into the batch file.
1. On-image copy
- Format first. The on-image text fills the slots its source sets (
../make-static-ads/references/levels.md): the template's text slots at close and balanced, the brand's own ad style at bold. Match slot count, length, case and voice. - Headline: names the relationship in the picture, in words this brand would use ("Mum has notes."). Not the feature, not the effect. Up to about eight words, two lines on a phone.
- Write 3 candidates per ad, from different formulas: a situation call-out, a contrarian opinion with proof, a specific number, the buyer's own question answered with a usable fact, customer words (attributed), old worry vs now, a founder line, an instruction. Keep the one that makes the picture land fastest; say in one line what the runner-up loses. Keep the spares for copy variants. Never a question about the viewer's personal traits (Meta).
- Other slots (support line, list items, label, button): only if the source has them, in short words. A factual line must be a usable fact worded as recorded (
../make-static-ads/references/claims-and-policy.md§2). A fact with no slot goes in the primary text. - No footer brand name: the brand name is never drawn as text; the placed logo carries the brand. A tagline only when the template has a slot for it and the brand has one.
2. Copy around the image
- Primary text A (short): the hook, one supported fact, the CTA.
- Primary text B (story): the moment in the picture, told in two to four sentences, then the product's part in it. Don't restate features at length.
- Link headline (the platform's headline field, not the on-image headline), description, CTA, destination. CTA fits awareness ("Learn more" cold, "Shop now" warm); the destination keeps the ad's promise. Offers and prices only as
../make-static-ads/references/claims-and-policy.md§2 says.
3. Checks
Brand voice and banned words. Customer words: ../make-static-ads/references/claims-and-policy.md, Four doors, 1. A generated person is never a customer or endorser. Real reviews keep their wording and attribution, and need permission to appear as a testimonial.
A deliberately textless ad has no headline; don't invent one to fill the row.
Done: every slot has its final words and a runner-up note; primary texts A and B, link headline, description, CTA and destination are written; rubric checks 12 (no repeat of the image text), 17 (CTA fits stage) and 18 (hook is tension) pass on the copy.