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make-static-ads-ad-copy

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Step of make-static-ads: writes the text for each slot the ad's template sets, then the primary texts, headline, description and CTA around the image, from usable facts and customer words. Run make-static-ads instead; not for direct use.

skills/marketing/make-static-ads-ad-copy/SKILL.md

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Nov 6, 2026
License
MIT

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# ad-copy

**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
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