Ad Concept | Skills Pool
Ad Concept Generate complete ad concepts including strategic angle, hooks, script direction, and creative brief. Uses the Curiosity Quadrant, market analysis, and all sub-frameworks to develop full ad concepts from scratch. Use when asked to brainstorm ad ideas, develop ad concepts, create creative briefs, or strategize ad angles.
Ad Concept Generator
Develop complete ad concepts for: $ARGUMENTS
PHASE 1: STRATEGIC FOUNDATION
Before generating any creative, build the strategic foundation:
1.1 Market Analysis
Market Direction:
Is this a TOWARDS market (seeking gain) or AWAY market (avoiding pain)?
TOWARDS: biz op, investing, dating, performance, luxury, self-improvement
AWAY: health problems, safety, risk prevention, security, pain relief
Audience Awareness Level:
Unaware : Don't know they have a problem
Problem Aware : Know the problem, not the solution
Solution Aware : Know solutions exist, haven't found the right one
Product Aware : Know this product, need convincing
Most Aware : Ready to buy, need a push
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更新时间 2026年4月8日
职业 Primary Emotion to Target:
TOWARDS markets: aspiration, excitement, opportunity, status, freedom
AWAY markets: fear, frustration, anxiety, embarrassment, urgency
1.2 Curiosity Quadrant (CRITICAL) Market's View Your Offer's View The PROBLEM What does the market believe causes their problem? What does your offer say actually causes the problem? The SOLUTION What does the market believe is the solution? What does your offer say is the actual solution?
The Contrarian Angle:
Find where your offer CONTRADICTS the market's view. This creates the curiosity gap that stops scrolls.
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:
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]
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
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)
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:
Which hook leads
Copy Blocks active: [list]
Psychological mechanism: Information Gap / Pattern Interrupt / Relevance Trigger
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)
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
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)
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 text] - (Type: WHAT/WHO/HOW/CONTEXT, Believability: X/10)
[Hook text] - (Type, Believability)
[Hook text] - (Type, Believability)
ATTENTION: [brief description]
INTENSITY: [brief description with framework references]
POSSIBILITY: [brief description]
Copy Block Flow:
[Mapped timeline]
Speaker: [type]
Setting: [where]
Tone: [how]
Visual Hook: [what stops the scroll]
Estimated Script Length: [X] words / [X] seconds
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
NEVER fabricate statistics, testimonials, or proof. Use placeholders.
Every concept must have a clear contrarian angle from the Curiosity Quadrant.
Every concept must include a named tangible mechanism.
Concepts must sound like real people, not marketers.
Generate at least 3 distinct concepts with fundamentally different angles.
Always include a testing recommendation - the market decides what wins, not us.
Flag any compliance concerns (health claims, income claims, etc.).
Copy Block Velocity target: 90-95% in all script directions.
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PHASE 1: STRATEGIC FOUNDATION