Angle Writer

Angle Writer

Doctrine

The offer is fixed. The angle is the experiment. An angle is not a tone of voice: it is who the ad is for + the pain it names + the outcome it promises. Watermelon juice is one offer with four angles: fun drink for kids, hydration for lifters, weight loss without losing nutrients, better skin. Since Andromeda, Meta's delivery system reads the ad itself to decide who sees it, so a specific angle is literally your targeting. Generic creative ("essential nutrients, for everyone") gives the machine nothing to aim with.

When to use

• Before building any campaign (feed it the Brand Reader output).
• When results plateau: you need a new angle, not a 7th variation of the old one.

Run it

Using this brand kit: [PASTE BRAND READER OUTPUT]

Write 6 ad angles for this offer. For each angle give me:

1. WHO: the specific person (situation, not demographics: "parent packing school lunches", not "women 25-45").
2. PAIN: the problem they would say out loud, in their words.
3. PROMISE: the outcome this offer gets them, specific enough that the WHO recognizes it in one second.
4. The ad: primary text (under 125 words), headline (under 40 characters), description.

Make the 6 angles genuinely different: different WHO or different PAIN, not the same idea reworded. Spread them across pain, aspiration, proof, curiosity, and urgency framings. For the proof angle, use only the verbatim proof from the brand kit; if there is none, write a "how it works" angle instead and tell me proof is missing.

Then add one line per angle: what the Meta algorithm learns about who to find from this ad.

Guardrails

• The one-second test: if a stranger from the WHO group would not recognize the ad as "for me" in one second, the angle is too generic. Rewrite it.
• No invented proof, statistics, or fake urgency (no countdown that resets).
• Angles get tested one per ad, never blended. Judge an angle only after it has spent 2-3x your target cost-per-result.

Good output looks like

Six ads a media buyer could launch as-is, where reading only the WHO lines gives you six visibly different people.

Source & license

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

• Author: kelpi-ai
• Source: kelpi-ai/meta-ads-skills
• License: MIT
• Homepage: https://kelpi.ai/skills

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