1 Product
2 Customer
3 Awareness
4 Goal
5 Format
What are you selling?
Be specific. "Skincare" is weak. "Retinol serum for hormonal acne in women 25-40" is what we need.
The core transformation. Not features — the result.
The one thing that makes this different from every competitor.
Who are you talking to?
Not "women 25-45." A real person. What keeps them up at night? What have they already tried?
Failed solutions they're sick of. This feeds the "Frustration Loop" hook.
Where is your audience right now?
This determines everything — the hook style, the message, the CTA. Pick one.
Unaware
They don't know they have a problem. Lead with emotion, identity, or disruption.
Problem Aware
They feel the pain but don't know solutions exist. Lead with tension and agitation.
Solution Aware
They know solutions exist but don't know yours. Lead with mechanism and differentiation.
Product Aware
They know your product but haven't bought. Lead with proof, objection handling, and offer.
Most Aware
They know and want it — just need a push. Lead with urgency, deal, or scarcity.
What's this ad trying to do?
Pick the primary goal. One ad, one job.
Stop the scroll
CTR is the problem. Need attention in the first 1-3 seconds.
Build trust
They've seen you but don't believe you yet. Need credibility.
Drive conversion
Getting clicks but not sales. Need the ad to close harder.
Retarget warm
They've visited, carted, or engaged. Push them over the edge.
Scale a winner
Have a winning angle — need a new expression of it to extend life.
Organic / native
Needs to feel like content, not an ad. TikTok/Reels native.
What format are we building?
Pick the primary format. The brief adapts to each.
Video (UGC)
Creator-led, phone-shot, authentic feel.
Video (Produced)
Edited, b-roll, motion graphics, polished.
Static Image
Single image ad — headline, visual, CTA.
Carousel
Multi-slide storytelling. Swipe-through narrative.
Meta (FB/IG)
TikTok
YouTube
Twitter / X
AppLovin
Pinterest
Conversational
Authority
Emotional
Urgent
Humorous
Raw / Unfiltered
