Ad Concept

• TOWARDS markets: aspiration, excitement, opportunity, status, freedom
• AWAY markets: fear, frustration, anxiety, embarrassment, urgency

1.2 Curiosity Quadrant (CRITICAL)

Map all 4 positions:

The Contrarian Angle: Find where your offer CONTRADICTS the market's view. This creates the curiosity gap that stops scrolls.

Example - Weight Loss:

• Market's problem view: "I need to eat less and move more"
• Market's solution view: "Diet and exercise programs"
• Your problem view: "It's not willpower - it's cortisol destroying your metabolism"
• Your solution view: "The 7-second salt flush that resets stress hormones"

The magic: Your PROBLEM view contradicts theirs (it's not about eating less) AND your SOLUTION contradicts theirs (it's not diet/exercise).

1.3 Constraint Mapping

Identify the top 3-5 constraints this audience faces:

Constraint Types:

• Identity: "I'm not the kind of person who..." / "I'm not tech-savvy"
• Values: "I don't believe in..." / "That feels dishonest/lazy"
• Beliefs: "That can't work because..." / "AI is overhyped"
• Experience: "I've tried everything..." / "I've been burned before"
• Resources: "I don't have time/money/skills for that"

For each constraint, draft an A.W.E. response:

• A = Acknowledge: Validate it genuinely
• W = Wedge: Introduce the differentiator
• E = Elaborate: Explain why this time is different

1.4 Proof Inventory

What proof is available or can be created?

• Psychological: Testable concepts, try-before-you-buy, transparent communication
• Experiential: Demos, before/after, screen recordings, "watch what happens"
• Empirical: Studies, research, data, statistics
• Credible: Expert endorsements, institutional backing, credentials
• Social: Customer results, testimonials, user counts, case studies

Note which proof types are strongest and which need development.

PHASE 2: ANGLE DEVELOPMENT

2.1 Generate 3-5 Unique Angles

Each angle should approach the offer from a fundamentally different direction. Use these angle types:

Angle Type 1: The Hidden Cause Reframe the problem. The real cause isn't what they think. "It's not your willpower - it's your cortisol" "You're not bad at sales - your follow-up timing is off"

Angle Type 2: The Unexpected Authority Use a surprising credible source to deliver the message. "This firefighter's kitchen discovery..." "What this gut doctor found in a routine check..."

Angle Type 3: The Mechanism Reveal Lead with a specific, named, tangible mechanism. "The 7-Second Morning Salt Flush" "The Silent Assistant Protocol"

Angle Type 4: The Transformation Story Lead with someone's result and work backward. "At 61, she outperformed people half her age..." "He went from $0 to $5K/month using his phone..."

Angle Type 5: The Enemy Exposure Name and expose the thing that's been working against them. "The biofilm barrier blocking everything" "The cortisol trap keeping you in fat-storage mode"

2.2 Create Tangible Mechanisms

For each angle, develop a named tangible mechanism:

Formula: [Specific Time/Number] + [Common Object/Location] + [Action/System]

Requirements:

• Visual immediacy (can picture it instantly)
• Familiar elements (common objects/concepts)
• Specific process (implies a clear method)
• Novel application (common things used unexpectedly)
• Memorable and shareable
• Proprietary feel (sounds like insider knowledge)

2.3 Score Each Angle

Rate each angle on:

• Curiosity Gap Strength (1-10): How strong is the information gap?
• Believability (1-10): Must hit 6-8 sweet spot
• Market Fit (1-10): How well does it match awareness level and market direction?
• Constraint Addressing (1-10): Does it naturally dissolve the primary constraint?
• Proof Compatibility (1-10): Can available proof support this angle?

Select the top 2-3 angles to develop into full concepts.

PHASE 3: CONCEPT DEVELOPMENT

For each selected angle, develop a complete concept:

3.1 The Hook Suite (3-5 hooks per angle)

Using the Hook Construction System, create hooks across multiple types:

Include at least one of each type that fits:

• WHAT hook (problem/discovery)
• WHO hook (authority)
• HOW hook (method)
• CONTEXT hook (situation)

Apply to each hook:

• Tangible Mechanism Framework
• Believability Scale calibration (6-8)
• Power Amplifiers (emotional words, scarcity, prohibition, questions, timeframes)
• Hook Testing Matrix (must pass 8/9)

3.2 The Script Direction

For each concept, outline the AIP flow:

ATTENTION (0-3 sec):

• Which hook leads
• Copy Blocks active: [list]
• Psychological mechanism: Information Gap / Pattern Interrupt / Relevance Trigger

INTENSITY (4-15+ sec):

• For AWAY: Pain Chain trajectory (General -> Specific -> Cinematic -> Emotional -> Core Wound)
• For TOWARDS: Promise Ladder trajectory (General -> Specific -> Cinematic -> Emotional -> Transformation)
• Which constraints to dissolve (with A.W.E. responses)
• Proof Braid plan (which proof types, in what order)

POSSIBILITY (5-10+ sec):

• Promise escalation endpoint
• Final proof stack
• Remaining constraint removal
• CTA and urgency approach

3.3 The Copy Block Plan

Map the intended Copy Block flow:

[Second 0-3]  CURIOSITY + PAIN -> Hook
[Second 3-7]  PAIN (chain) -> Problem amplification
[Second 7-12] CURIOSITY -> Mechanism reveal
[Second 12-18] PROOF -> Credibility
[Second 18-25] PROMISE -> Benefits
[Second 25-35] CONSTRAINTS -> Objection handling
[Second 35-45] PROMISE + PROOF -> Final push
[Second 45-55] CTA -> Conversion action

Target: 90-95% copy velocity.

3.4 Creative Direction Notes

For video/UGC concepts, include:

• Speaker type: Who delivers this? (founder, customer, authority figure, relatable person)
• Setting: Where are they? (home, office, outdoors, studio)
• Visual hooks: What visual element stops the scroll in the first frame?
• B-roll suggestions: What supports the script visually?
• Tone: Conversational, urgent, excited, concerned, authoritative
• Pacing: Where to slow down, where to speed up
• Text overlays: Key phrases to reinforce on screen

PHASE 4: CONCEPT VARIATIONS

4.1 Awareness Level Variants

Take the strongest concept and create variations for different awareness levels:

• Unaware version: Heavy PAIN focus, educate on the problem
• Problem Aware version: PAIN + CURIOSITY, introduce the mechanism
• Solution Aware version: CURIOSITY + PROMISE, differentiate from alternatives
• Product Aware version: PROMISE + PROOF, overcome final objections

4.2 Platform Variants

Note how each concept adapts across platforms:

• Facebook/Instagram (feed): 30-60 sec, visual hook critical
• TikTok/Reels: 15-30 sec, native feel, pattern interrupt in frame 1
• YouTube (pre-roll): 5-sec non-skippable hook, then 15-30 sec
• YouTube (in-feed): Thumbnail + title = headline, then 45-90 sec
• Static image ads: Headline + visual + CTA
• Email: Subject line + opening line + body

4.3 Testing Framework

For each concept, suggest:

• Hook test: Which 2-3 hooks to A/B test first
• Angle test: Which 2 angles to test against each other
• Format test: Which format variations to try (talking head vs. b-roll vs. text-on-screen)

OUTPUT FORMAT

Concept Overview

• Product/Offer: [what's being sold]
• Target Audience: [who]
• Market Direction: TOWARDS / AWAY
• Awareness Level: [primary level being targeted]
• Core Contrarian Angle: [from Curiosity Quadrant]
• Primary Constraint to Dissolve: [biggest objection]

Concept [#]: [Concept Name]

Angle Type: Hidden Cause / Unexpected Authority / Mechanism Reveal / Transformation Story / Enemy Exposure

Tangible Mechanism: [Named mechanism]

The Big Idea (1 sentence): [The core concept in one sentence]

Hook Suite:

1. [Hook text] - (Type: WHAT/WHO/HOW/CONTEXT, Believability: X/10)
2. [Hook text] - (Type, Believability)
3. [Hook text] - (Type, Believability)

Script Direction:

• ATTENTION: [brief description]
• INTENSITY: [brief description with framework references]
• POSSIBILITY: [brief description]

Copy Block Flow: [Mapped timeline]

Creative Direction:

• Speaker: [type]
• Setting: [where]
• Tone: [how]
• Visual Hook: [what stops the scroll]

Estimated Script Length: [X] words / [X] seconds

Concept Score:

• Curiosity Gap: [X]/10
• Believability: [X]/10
• Market Fit: [X]/10
• Constraint Addressing: [X]/10
• Proof Compatibility: [X]/10

Testing Recommendations

• Priority test: [which concept to test first and why]
• Hook test plan: [which hooks to A/B test]
• Angle test plan: [which angles to test against each other]

CRITICAL RULES

1. NEVER fabricate statistics, testimonials, or proof. Use placeholders.
2. Every concept must have a clear contrarian angle from the Curiosity Quadrant.
3. Every concept must include a named tangible mechanism.
4. Concepts must sound like real people, not marketers.
5. Generate at least 3 distinct concepts with fundamentally different angles.
6. Always include a testing recommendation - the market decides what wins, not us.
7. Flag any compliance concerns (health claims, income claims, etc.).
8. Copy Block Velocity target: 90-95% in all script directions.