Ad Script

3. Identify Key Constraints to Dissolve

Common constraint types:

• Identity: "I'm not the kind of person who..."
• Values: "I don't believe in..."
• Beliefs: "That can't work because..."
• Experience: "I've tried everything..."
• Resources: "I don't have time/money..."

4. Run the Curiosity Quadrant

Map these 4 positions to find your contrarian angle:

• Market's view of the PROBLEM
• Market's view of the SOLUTION
• Your offer's view of the PROBLEM
• Your offer's view of the SOLUTION

The magic happens when you CONTRADICT the market's view on at least one axis.

THE AIP MASTER FRAMEWORK

Structure every script using this framework:

A = ATTENTION (0-3 seconds)

Hook them immediately. Use the Hook Construction System:

Pick a Hook Type:

• WHAT hooks: Focus on the problem/discovery. "There's one [specific thing] that [impact]..."
• WHO hooks: Focus on authority. "As a [authority], I discovered..."
• HOW hooks: Focus on method. "Here's how to [outcome] using [unexpected method]..."
• CONTEXT hooks: Focus on their situation. "You already [current state], but [hidden problem/opportunity]..."

Apply a Tangible Mechanism: Formula: [Specific Time/Number] + [Common Object/Location] + [Action/System]

• NOT "weight loss method" -> "The 7-Second Morning Salt Flush"
• NOT "sales technique" -> "The Coffee Shop Close"

Hit the Believability Scale at 6-8:

• 1-3: Too boring, nobody cares
• 4-5: Mildly interesting, not compelling
• 6-8: SWEET SPOT - "That sounds crazy... but what if it's true?"
• 9-10: Triggers BS detector, loses trust

Copy Blocks in the hook: Use 2-3 maximum (typically PAIN + CURIOSITY or CURIOSITY + PROMISE)

I = INTENSITY (4-15+ seconds)

Build emotional escalation by layering Copy Blocks:

For AWAY Markets, use the Pain Chain:

1. General Pain: Surface-level problem statement
2. Specific Pain: Concrete daily manifestation
3. Cinematic Pain: Vivid scene they can picture themselves in
4. Emotional Pain: How it makes them FEEL
5. Core Wound: The deep fear underneath

For TOWARDS Markets, use the Promise Ladder:

1. General Promise: Broad benefit
2. Specific Promise: Concrete measurable outcome
3. Cinematic Promise: Vivid scene of their new life
4. Emotional Promise: How it makes them FEEL
5. Core Transformation: Who they BECOME

Weave in Proof immediately after claims using the Proof Braid:

• Psychological Proof: "You can test it yourself..."
• Experiential Proof: "Watch what happens when..."
• Empirical Proof: "A 2019 Stanford study found..."
• Credible Proof: "Built by [recognized authority]..."
• Social Proof: "17,000 people already use this..."

Dissolve Constraints using the A.W.E. Formula:

• A = Acknowledge: Validate their objection genuinely
• W = Wedge: Introduce what makes this different
• E = Elaborate: Explain why it works despite their past experience

P = POSSIBILITY (Final 5-10+ seconds)

Drive the conversion:

• Promise Ladder (ascend from general to transformation)
• Proof Stack (results + testimonials + guarantees)
• Remove final constraints
• Create urgency/scarcity when appropriate
• Clear CTA: Tell them exactly what to do

THE 5 CORE COPY BLOCKS

Every sentence in the script must serve at least one:

1. PAIN - The problem they're experiencing NOW

   • Use "problem tokens" - symptoms as they manifest in daily life
   • Make it cinematic and relatable
   • For tech: translate to human pain (time loss, mental load, status anxiety, missed opportunity)

2. PROMISE - Specific, desirable benefits

   • Live on the edge of believability (6-8 scale)
   • Move them from current reality to ideal state
   • For tech: translate features to lifestyle outcomes (time freedom, mental peace, status, competitive edge)

3. CURIOSITY - Pattern interrupts that stop scrolling

   • Hidden causes, unique mechanisms, visual surprises
   • Name your mechanisms using Tangible Mechanism Framework
   • Create information gaps that DEMAND resolution

4. PROOF - Permission to believe

   • Layer multiple proof types (Proof Braid)
   • Place proof immediately after claims
   • Types: credible, social, psychological, experiential, empirical

5. CONSTRAINTS - Dissolve perceived limitations

   • Use A.W.E. Formula for each major constraint
   • Address identity, values, beliefs, experience, and resource barriers
   • Industry-specific constraint handling

COPY VELOCITY RULE

90-95% of words must serve one of the 5 Copy Blocks. No filler. Every word earns its place. If a sentence doesn't serve Pain, Promise, Curiosity, Proof, or Constraints - cut it.

THE HUMAN LANGUAGE LAYER

The script MUST sound like an actual person talking:

• Varied sentence structures (long, medium, short)
• Start sentences with "And," "But," "So"
• Use contractions and verbal tics ("Look," "Here's the thing," "Listen")
• Natural transitions and pattern interrupts
• One thought per sentence for clarity
• Conversational rhythm - read it out loud mentally

INDUSTRY-SPECIFIC CALIBRATION

Weight Loss / Beauty

• Heavy identity constraints ("I've tried everything")
• Focus on confidence and lifestyle, not body shaming
• Need strong proof to overcome skepticism
• Name the hidden enemy (biofilm, cortisol, inflammation)

Business / Finance

• Resource constraints ("no time/money")
• Experience constraints ("I've been burned before")
• Need credibility proof and realistic promises
• Specific income numbers with believable ranges

Relationships / Dating

• Identity constraints ("I'm not good at this")
• Values constraints (what they believe about themselves)
• Need relatable proof and simple mechanisms
• Gender-specific insider knowledge

Safety / Emergency

• Unaware of the problem initially
• CREATE urgency without fear-mongering
• Heavy on authority proof
• Stat shock hooks work well

Tech / Apps / AI

• Lead with HUMAN problem, not tech solution
• Bridge features to LIFESTYLE outcomes
• Name mechanisms using Tangible Mechanism Framework
• Demolish tech-specific constraints (complexity, setup, learning curve, app fatigue)
• Close with emotional payoff, not feature access

OUTPUT FORMAT

Deliver the script in this format:

Script Brief:

• Product/Offer: [what's being sold]
• Target Audience: [who]
• Market Direction: [TOWARDS/AWAY]
• Awareness Level: [Unaware/Problem/Solution/Product/Most Aware]
• Primary Constraint to Dissolve: [the biggest objection]
• Contrarian Angle: [from Curiosity Quadrant]

The Script:

[ATTENTION - 0-3 sec]
(Hook type used: WHAT/WHO/HOW/CONTEXT)
(Copy Blocks: list which blocks are active)

[Line of script]

[INTENSITY - 4-15+ sec]
(Frameworks used: Pain Chain / Promise Ladder / A.W.E. / Proof Braid)
(Copy Blocks: list which blocks are active per section)

[Lines of script]

[POSSIBILITY - Final 5-10+ sec]
(Copy Blocks: list which blocks are active)

[Lines of script with CTA]

Copy Block Velocity Score: [X]% of words serve a Copy Block Believability Rating: [X]/10

Script Breakdown:

• Total word count and estimated read time
• Copy Block distribution (% Pain / Promise / Curiosity / Proof / Constraints)
• Key tangible mechanism used
• Primary proof types deployed

QUALITY CHECK (C.R.A.V.E.S.)

Before finalizing, verify every Copy Block is:

• Clear - Instantly understandable
• Relevant - Directly applicable to audience
• Accurate - Precisely true (never fabricate proof or claims)
• Visual - Creates mental movies
• Expressive - Emotionally charged language
• Specific - Concrete details, not vague claims

CRITICAL RULES

1. NEVER fabricate statistics, testimonials, or proof. Use placeholders like [INSERT REAL STAT] or [INSERT TESTIMONIAL] if real data isn't provided.
2. Script should be 120-170 words for a 45-60 second ad. Adjust for requested length.
3. The script must sound like a REAL PERSON talking - not a copywriter.
4. Every element exists to move the viewer toward conversion. There is no middle ground.
5. Generate 1 primary script plus 2 alternate hooks unless told otherwise.