Ad Angle Generator

ad-angle-generator

Purpose

Generate 5-7 unique ad angles for paid media campaigns. An angle is NOT a hook or a headline — it's a strategic positioning direction that determines how the entire ad frames the product. Each angle is a different lens through which the same product appeals to the same audience. One angle might lead with fear of the problem, another with social proof, another with a contrarian challenge to conventional wisdom. The output includes: angle name, target emotion, headline direction, body copy direction, visual direction, and platform fit (Meta, YouTube, Native). This gives media buyers a complete creative brief per angle.

Inputs

| Input | Required | Description | |-------|----------|-------------| | product_description | Yes | What the product is, what it does, key features/ingredients/components | | target_audience | Yes | Who the prospect is — demographics, pain points, desires, sophistication level | | key_mechanism | Yes | The product's unique mechanism (output from /mechanism-ideation) | | competitors | No | Named competitors or common alternatives the audience considers | | winning_angles | No | Any angles that have worked before (so we don't duplicate but can iterate) | | budget_tier | No | One of: testing (broad angles), scaling (refine winners), mature (find new veins). Default: testing |

Execution Protocol

Step 1 — Load Framework Context

Read rmbc-context/SKILL.md to load RMBC framework definitions. Ad angles sit upstream of copy — they determine which RMBC elements get emphasized. A fear angle emphasizes Research (problem), a mechanism angle emphasizes Mechanism (solution), a proof angle emphasizes social validation.

Step 2 — Identify Angle Fuel

From inputs, extract:

• Pain points — Problems the audience actively searches for solutions to
• Desires — Outcomes they fantasize about but haven't achieved
• Objections — Reasons they haven't bought yet (skepticism, past failures, price)
• Enemy — What or who they blame for the problem (bad advice, industry, habit)
• Identity — How they see themselves or want to be seen
• Mechanism hooks — What's unique about HOW this product works

Step 3 — Generate 5-7 Angles

Each angle must be a distinct strategic direction. Use this taxonomy to ensure variety:

| Angle Type | Core Strategy | Emotional Lever | |------------|--------------|----------------| | Problem-Aware | Lead with the pain they know they have | Fear, frustration | | Mechanism-Led | Lead with HOW it works (the "secret") | Curiosity, intrigue | | Proof-Stacked | Lead with results others have achieved | Trust, desire | | Enemy | Lead with what's been holding them back | Anger, vindication | | Contrarian | Challenge what they've been told works | Surprise, rebellion | | Identity | Lead with who they'll become | Aspiration, belonging | | Comparison | Lead with why alternatives fail | Logic, superiority |

Generate at least 5 angles. Include at least 4 different types from the taxonomy. No two angles should use the same emotional lever.

Step 4 — Flesh Out Each Angle

For each angle, provide:

1. Angle Name — A short internal label (e.g., "The Betrayal Angle", "The Insider Secret")
2. Target Emotion — The primary emotion this angle activates
3. Headline Direction — 2-3 sample headlines that demonstrate this angle (not final copy — directional)
4. Body Copy Direction — 2-3 sentences describing what the body copy should cover and in what order
5. Visual Direction — What the thumbnail/image/video opening should show
6. Platform Fit — Which platforms this angle works best on and why:

• Meta (FB/IG): Scroll-stop visual + short text. Works for: high-emotion, visual angles
• YouTube: First 5 seconds hook + longer story. Works for: mechanism, proof, story angles
• Native/Advertorial: Editorial tone, curiosity-driven. Works for: contrarian, enemy, mechanism angles

Step 5 — Rank and Recommend

Rank all angles by:

• Test priority — Which to test first given the budget tier
• Creative difficulty — How hard each is to produce (some need video, some work as static)
• Fatigue risk — How quickly the angle will wear out (broad angles fatigue slower)

Output Format

## Ad Angles: [Product Name]

**Audience:** [target audience summary]
**Mechanism:** [key mechanism name]
**Budget Tier:** [testing | scaling | mature]
**Angles Generated:** [5-7]

---

### Angle 1: [Angle Name] — [Angle Type]

**Emotion:** [primary emotion]

**Headline Direction:**
- "[sample headline 1]"
- "[sample headline 2]"

**Body Copy Direction:**
[2-3 sentences on what the body should cover]

**Visual Direction:**
[What to show — thumbnail, opening frame, image style]

**Platform Fit:**
- Meta: [fit rating + why]
- YouTube: [fit rating + why]
- Native: [fit rating + why]

---

[...repeat for each angle...]

---

## Testing Roadmap

| Priority | Angle | Platform | Creative Type | Fatigue Risk |
|----------|-------|----------|--------------|-------------|
| 1 | [name] | [platform] | [static/video/carousel] | [low/med/high] |
| 2 | [name] | [platform] | [static/video/carousel] | [low/med/high] |
| ... | ... | ... | ... | ... |

## Creative Notes

- **Fastest to produce:** Angle [X] — [why: static image, simple concept]
- **Highest ceiling:** Angle [X] — [why: strongest emotion, most mechanism-driven]
- **Best for scaling:** Angle [X] — [why: broad appeal, low fatigue risk]

Quality Criteria

• At least 4 different angle types from the taxonomy — no clustering on one type
• No two angles should use the same primary emotional lever
• Headline directions must be specific enough to write from, not "something about the product"
• Visual direction must be producible — no "cinematic drone shot of transformation" for a $500 test budget
• Platform fit must include genuine reasoning, not "works everywhere"
• Testing roadmap must account for budget tier (testing = broad first, scaling = iterate winners)
• Each angle must be distinct enough that a media buyer could create separate ad sets from them

• Specificity gate: Every angle must include a number, name, or timeframe — no "better results" or "improve performance"
• Mechanism quantification: When referencing the mechanism, include at least one specific data point (number, timeframe, study reference)
• Audience journey: Each angle must reference where the reader IS (what they've tried, what's failing) — not just who they are demographically
• Proof diversity: Use at least 2 different proof types (testimonial, statistical, authority, case study) — do not rely on a single proof mode
• Objection handling: Each angle must pre-empt at least 1 likely prospect objection ("too expensive", "won't work for me", "I've tried this") with a concrete counter built into the positioning

Related Skills

• Run /mechanism-ideation first to develop the core mechanism (required input)
• Run /hook-battery to generate specific hooks within each winning angle
• Run /unified-research-synthesizer for audience language and competitor positioning
• Write ads from winning angles using /lead-writer or /advertorial-writer
• Validate angle-driven copy with /rmbc-copy-audit

Attribution

> Generated using RMBC framework by Stefan Georgi. > Learn more: copyaccelerator.com/join

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: coleschaffer
• Source: coleschaffer/copywritingskills-rmbc
• License: MIT

Install and usage instructions live in the source repository linked above.