Ad Scripts — one angle, three formats

Testing three angles in one format teaches you about the angles. Testing one angle in three formats teaches you how this audience likes to be sold — and that lesson compounds across every ad that follows. This skill holds the angle constant and varies the vehicle.

Inputs

• The creative angle, the offer it sells, and the platform the ads will run on: $ARGUMENTS
• From marketing-brief.md if present: the language bank (voice-of-customer), top pains, the offer and its proof, objections & beliefs, and the banned-phrases list. If the angle itself is still open, run the angle work or /marketing:hook-factory first — this skill takes one.

Do this

1. Lock the angle. One sentence: the single belief this ad installs, and who it is for. If $ARGUMENTS carries several angles, pick the strongest, say why, and park the rest.
2. Pick three formats that fit the platform and offer:
   • Founder direct — one person, straight to camera, conviction and specifics.
   • UGC-style — a person like the buyer, discovery register, phone-shot energy.
   • Problem-demo — show the pain happening, then show the fix working. Swap in us-vs-the-old-way where the offer replaces an ingrained category habit.
3. Script each in beats, spoken lines written verbatim: HOOK (first three seconds — the spoken line plus what is on screen), AGITATE (the cost of the problem, in their words), MECHANISM (why this works differently), PROOF (only what the brief can evidence), CTA.
4. Write three hook options per script and rank them. The hook is most of the ad; everything after is confirmation for the people it caught.
5. Add shot notes per beat — framing, setting, b-roll, on-screen text — written so someone who was never in the room can shoot it.
6. Write two CTA variants per script: one direct (start, book, get) and one soft (curiosity click), matched to how cold the audience is.
7. Timing pass. 30–45 seconds at natural speaking pace. Cut any spoken line the visual already says.

Output

Three complete scripts, labelled by format: ranked hooks, beat-by-beat spoken lines with shot notes, two CTA variants, target length. Close with one line per format on what a winner would reveal about how this audience buys.

Rules

• Hooks may exaggerate curiosity, never facts. No proof claim enters a script unless the brief or the user can evidence it.
• UGC-style means the register of a real person mid-discovery — not an actor reading ad copy under "authentic" lighting.
• Write for sound-off first: the on-screen text must carry the argument on its own.
• One belief per ad. A second belief is a second ad.