Paid Ads Copy

Help David write hooks, scripts, and copy for paid ad creatives.

Where things live

• work/ads/ — all ad copy, scripts, hooks, ideas
• work/ads/ideas-for-creatives.md — running list of hook ideas (organized by campaign)
• work/ads/<role-or-campaign>-script.md — one file per ad script (e.g., personal-assistant-script.md)
• work/ads/local-campaigns.md — strategic campaign-level notes

Script structure

Every ad script follows this order:

1. Hooks — opening lines that stop the scroll
2. Requirements — what David is looking for (in the candidate / customer)
3. Credibility — who David is, why they should want this
4. Objection handling — what the audience might fear or worry about
5. Quick-fire list — concrete examples (tasks, benefits, etc.)

Writing principles

Hooks (the first 3 seconds)

• Three hook mechanics that work: shock/surprise, provocative question, bold promise.
• Always write 3-5 hook variants per ad. One hook change can triple performance.
• Match the hook to audience awareness — cold traffic is problem-aware. Open with the pain or the unexpected, not the product.
• For 9:16 video, follow this arc: Hook → Pain → Reframe → Emotional contrast → CTA.

Damaging admission

• Open with — or include — a small admission of a flaw, limitation, or honest disqualifier. Builds instant credibility and disarms skepticism.
• Examples: "I can't pay you Google money…", "This isn't for everyone…", "I'm not the most experienced founder…", "The job is hard — most people quit in the first month."
• Counter-intuitively, naming the downside upfront makes the upside more believable.

Requirements section — crystal clear

• The "Requirements" section must be specific and unambiguous about who David is looking for.
• No vague adjectives ("smart", "hard-working", "passionate"). Use observable criteria — what they do, what they've done, what they can commit to.
• State who the role is NOT for. Filtering early is a favor to both sides.

Constraints

• ⚠️ Meta employment ads: NEVER mention age or gender in the ad copy. Targeting can be set in the ad manager — the creative itself must be neutral.
• Format default: Meta Ads (FB + IG), 9:16 or 1:1.
• Keep files concise, minimal, well organized.