writing-ad-copy

# Ad copy Write the words that ride *beside* the creative in the ad platform — the headline, the primary text, the description, the call to action. **Text only — nothing is generated here.** Not the text drawn on the image, and not a spoken voiceover. **Ad copy may run on one channel or several.** The same product, written for each channel it runs on — because the fields and the limits differ, and the register does too. Write each channel's set, then hand them all back. ## Workflow ### Step 1: Read what's fixed Ask only for what would change the copy and can't be defaulted. - **The product and the offer** — what it is, what it does for the buyer, and any promotion (a price, a discount, a launch). - **Who it's for, and how aware they are** — a buyer who already knows the category reads differently from one meeting the problem for the first time. - **Which channel(s)** the copy runs on — this decides the fields, the limits and the register. - **The grounding** — the claims the user will stand behind, and any raw material: reviews, a winning ad, ad comments, the words real customers use. **This is what the copy is built from.** **Feature claims vs proof claims.** What the product *is* and *does* — its features, how it works, the offer — the user can simply assert, and you write from that. A **proof** claim — a number, a rating, a testimonial, a "better than X" result — needs real backing; where there is none the claim doesn't get made, and you ask rather than invent one. ...