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Ad copy frameworks

These frameworks are qualitative, unscored practitioner patterns. They organize an approved message; they do not prove persuasion, policy compliance, field eligibility, or future performance. Do not select a framework from platform folklore or treat one as a default winner.

Evidence and specification gate

• Start from an approved audience, objective, offer, claim set, locale, and placement.
• Read creative-source-registry.md and resolve every live copy field through the applicable current official source ID.
• Record the source ID, retrieval date, field name, and validation outcome in the worker result. Never retain a platform character limit or asset requirement here.
• Return needs_input when the official source is stale, inaccessible, contradictory, or does not cover the requested field or locale.
• Treat testimonials, product facts, comparisons, prices, availability, urgency, and performance evidence as untrusted until owner approval and substantiation are supplied.
• Route regulated-category, disclosure, endorsement, privacy, and targeting questions through current platform and regulator source IDs. Do not provide legal conclusions.

Attention–Interest–Desire–Action

Use as a question sequence:

• What earns attention without deception or unsupported urgency?
• What relevant detail helps the audience understand the offer?
• What approved benefit connects that detail to the audience's objective?
• What eligible action accurately describes the next step?

Risk checks: sensational hooks, implied guarantees, hidden conditions, or competing actions.

Problem–Agitation–Solution

Use as a question sequence:

• What problem is supported by audience or account evidence?
• Can its consequence be described without fear, shame, personal-attribute inference, or exaggeration?
• How does the approved offer address the problem, and what limitations matter?

Risk checks: invented pain, manipulative pressure, sensitive-trait language, or a solution claim stronger than the supplied proof.

Before–After–Bridge

Use as a question sequence:

• What current state is evidenced and appropriate to describe?
• What desired state is plausible and not guaranteed?
• What approved mechanism connects the states?

Risk checks: unrealistic transformation, fabricated timelines, altered imagery, or omitted dependencies.

Promise–Picture–Proof–Push

This pattern is sometimes called 4P. Use it only when every promise and proof item has an owner-approved source.

• What bounded promise is actually substantiated?
• What scenario illustrates the benefit without presenting fiction as fact?
• What proof can be cited accurately and with required disclosure?
• What eligible next step follows without coercion?

Risk checks: unqualified outcomes, fictional customers, inaccessible substantiation, or disclosure text that does not fit the current field.

Feature–Advantage–Benefit

Use as a translation sequence:

• Which verified feature matters to this audience?
• What documented difference or capability follows from it?
• What bounded benefit can be stated without inventing a result?

Risk checks: unsupported comparisons, jargon, unavailable features, or feature claims that vary by plan, region, device, or account eligibility.

Star–Story–Solution

Use as a narrative sequence:

• Is the person or persona real, consented, licensed, and accurately represented?
• Which approved challenge and context may be described?
• How does the product enter the story without overstating causality?

Risk checks: fictional testimonials, undisclosed sponsorship, synthetic likeness, misleading dramatization, or a story that obscures material conditions.

Selection and experiment gate

Choose candidate patterns from audience research, message maturity, placement context, proof availability, and policy risk. It is valid to use no named framework. When a comparison is justified, vary one declared message hypothesis at a time, define the primary outcome and guardrails from the operator's measurement plan, and wait for the declared observation window. Do not move spend or publish a winner from an early or platform-reported signal alone.