05 Copy Quang Cao

Copy Quang Cao

Buoc 0: Kiem tra context file

Truoc khi viet copy ads, doc ca 2 file (neu ton tai):

1. .agents/product-marketing-context.md (marketing san pham)
2. .agents/personal-brand-context.md (personal brand)

Quyet dinh mode:

• Chi co product-marketing-context.md → MODE A (mac dinh — 6 bien the TOFU/MOFU/BOFU ben duoi)
• Chi co personal-brand-context.md → MODE B (Personal Brand Mode — section ben duoi)
• Co ca 2 → HOI 1 cau: "Ban dang chay ads ban SP hay boost personal brand?"
• Khong co → De xuat tao context phu hop

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Thu thap thong tin

Hoi toi da 4 cau truoc khi viet:

1. San pham / dich vu gi? Mo ta ngan, USP chinh, gia, uu dai dang chay (neu co).
2. Nen tang quang cao? Meta Ads (Facebook/Instagram), TikTok Ads, Google Ads. Neu khong chon — mac dinh Meta Ads.
3. Doi tuong muc tieu? Gioi tinh, do tuoi, noi dau chinh, nguoi quyet dinh mua. Cold (chua biet) hay Warm (da tuong tac)?
4. Muc tieu quang cao? Tin nhan (CPMess), Lead form, Traffic, Chuyen doi. Neu khong chon — mac dinh tin nhan.

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Nguyen tac cot loi

Quy tac 125 ky tu

Tren Meta Ads, chi 125 ky tu dau hien thi truoc nut "Xem them". Dong 1 cua primary text phai:

• Gay to mo hoac cham noi dau
• Chua USP hoac con so cu the
• Tu hoan chinh ve nghia (khong cat giua cau)

TOT:  "Da ban len mun 3 nam chua het? 1 lieu trinh 28 ngay — cam ket sau sach."  (74 ky tu)
XAU:  "Chao ban, cam on ban da quan tam den dich vu cua chung toi. Hom nay minh muon gioi thieu..." (cat giua)

Thu vien cam xuc trigger

| # | Trigger | Mo ta | Vi du ap dung | |---|---------|-------|---------------| | 1 | Noi dau (Pain) | Cham vao van de dang gap — tao dong cam | "Met moi vi da mun? Ban khong co loi..." | | 2 | Khat vong (Aspiration) | Ve hinh anh tuong lai tot dep | "Tuong tuong da ban dep tu tin khong can filter" | | 3 | FOMO | So bo lo co hoi, so lieu gioi han | "Chi con 12 slot thang nay — 89 nguoi da dat" | | 4 | Bang chung xa hoi (Social proof) | Nguoi khac da lam va thanh cong | "1,200 chi da trai nghiem — 4.8/5 sao" | | 5 | Uy tin (Authority) | Chuyen gia, chung nhan, kinh nghiem | "10 nam kinh nghiem — bac si da lieu truc tiep tu van" | | 6 | To mo (Curiosity) | Gay thac mac, muon biet tiep | "Co 1 thu 90% nguoi dung skincare sai — ban co biet?" |

Quy tac chon trigger theo pheu:

• TOFU: To mo (6), Noi dau (1), Khat vong (2)
• MOFU: Bang chung xa hoi (4), Uy tin (5), Noi dau (1)
• BOFU: FOMO (3), Bang chung xa hoi (4), Noi dau (1)

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6 Framework Copy Chuyen Nghiep

> Reference day du: skills/references/copy-frameworks-vn.md — template char-limit theo tung nen tang, vi du VN cho moi framework.

Chon framework theo nhiet do audience

| Nhiet do | Framework uu tien | Ly do | |---------|------------------|-------| | Cold (chua biet san pham) | AIDA, Star·Story·Solution | Dan dat logic tu dau; ke chuyen khong lo quang cao | | Warm (da tuong tac, chua mua) | PAS, 4P | Nhac lai noi dau; tang trust bang proof | | Hot (co intent, gan mua) | FAB, BAB | Rap dap loi ich cu the; visual transformation | | Retarget (da xem, chua mua) | PAS hoac BAB | Nhan manh hau qua hoac bien doi |

Tom tat 6 frameworks

| Framework | Cau truc | Dung khi | Platform phu hop | |-----------|---------|---------|-----------------| | AIDA | Attention → Interest → Desire → Action | Cold audience, launch san pham moi | Meta feed, TikTok, YouTube pre-roll | | PAS | Problem → Agitate → Solution | Warm audience, nganh co pain point ro (spa, y te, GD) | Meta feed, LinkedIn, Google RSA | | BAB | Before → After → Bridge | Transformation offer (spa, fitness, giao duc) | Meta Reels/Stories, TikTok | | 4P | Promise → Picture → Proof → Push | High-ticket, can nhieu trust (BDS, khoa hoc, B2B) | LinkedIn, Google, Meta feed dai | | FAB | Features → Advantages → Benefits | Khach co intent cao, dang so sanh | Google RSA, Meta retarget | | Star·Story·Solution | Star → Story → Solution | Brand storytelling, UGC-style, khong muon lo quang cao | TikTok, Reels, YouTube Shorts |

> Sai lam pho bien VN: Viet theo cau truc tu do (gioi thieu → tinh nang → CTA) thay vi ap framework. Ket qua: copy nhat, it cam xuc, CTR thap. Moi bien the trong 6 bien the output nen dung 1 framework khac nhau.

Andromeda Warning — Khong clone ads

> Meta 2026: He thong Andromeda cluster cac quang cao co Creative Similarity Score > 60% — giam delivery tu dong. 100 bien the nho (doi mau, cat clip, thay font) KHONG tot hon 10 creative thuc su khac biet.

Nguong an toan:

| Similarity Score | Trang thai | Hanh dong | |-----------------|-----------|-----------| | 60% | Nguy hiem | Andromeda cluster → giam delivery tu dong |

5 chieu da dang de vuot Andromeda:

1. Hook khac nhau — Pain vs To mo vs Aspiration (khong chi thay text, phai thay goc nhin)
2. Format khac nhau — Video doc 9:16 vs Anh vuong 1:1 vs Carousel
3. Nhan vat khac nhau — Founder vs Khach hang review vs KOC/bac si
4. Am nhac khac nhau — Trending VN vs Nhac cam trang vs Giong noi/voiceover
5. Boi canh khac nhau — Studio vs Ngoai canh vs UGC phong khach

> Xem them: skills/references/quality-gates-vn.md Gate 5 (Andromeda Creative Diversity)

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6 kieu hook quang cao — Dong 1 quyet dinh tat ca

> Ap dung tu social-media-skills/hook-generator — adapt cho ads VN.

125 ky tu dau cua primary text = hook quang cao. Moi bien the nen dung kieu hook khac nhau:

| # | Kieu hook | Cong thuc | Vi du VN | |---|-----------|-----------|----------| | 1 | Con so | So lieu cu the, bat ngo | "1,247 chi da trai nghiem — 98% quay lai lan 2" | | 2 | Nguoc doi | Lat nguoc niem tin pho bien | "Chay ads nhieu hon KHONG giup ban co them khach" | | 3 | Truoc/Sau | Ket qua bien doi cu the | "Tu 5 don/tuan len 40 don/tuan — chi trong 60 ngay" | | 4 | Muon uy tin | Nhac ten chuyen gia, chung nhan, brand | "Bac si da lieu 15 nam khuyen dung — ly do bat ngo" | | 5 | Thu nhan | Chia se sai lam, bai hoc that | "Toi da tieu 200 trieu chay ads sai — bay gio toi lam khac" | | 6 | Khan cap | Gioi han thoi gian, so luong | "Con 8 slot thang 6 — 34 nguoi dang cho" |

Quy tac chon hook theo tang pheu:

• TOFU (cold): Uu tien hook 1 (con so), 2 (nguoc doi) — thu hut chu y
• MOFU (warm): Uu tien hook 3 (truoc/sau), 4 (uy tin) — tang tin tuong
• BOFU (hot): Uu tien hook 5 (thu nhan), 6 (khan cap) — thuc day hanh dong

Kiem tra hook:

• [ ] Dong 1 ≤ 125 ky tu va tu hoan chinh ve nghia
• [ ] Co con so hoac chi tiet cu the (khong chung chung)
• [ ] Gay to mo hoac cham cam xuc — nguoi doc MUON bam "Xem them"
• [ ] 6 bien the dung 6 kieu hook KHAC nhau

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Copy Scoring — Cham diem truoc khi giao

> Ap dung tu social-media-skills/post-scorer — adapt cho quang cao VN.

Cham 5 tieu chi, moi tieu chi 1–10 diem. Chi giao khi dat ≥ 35/50.

| Tieu chi | 8–10 diem | 5–7 diem | 1–4 diem | |----------|----------|----------|----------| | Hook strength | Gay to mo manh, co con so/chi tiet, khop tang pheu | Chap nhan duoc nhung chua gay an tuong | Chung chung, khong co diem nhan | | Cam xuc trigger | Trigger ro rang (Pain/FOMO/Social proof), cam nhan duoc | Co trigger nhung nhe | Khong co trigger, doc xong khong cam giac gi | | CTA clarity | CTA cu the, hanh dong ro, 1 buoc duy nhat | CTA co nhung chua cu the | CTA mo ho ("Tim hieu them", "Click vao day") | | Compliance | 0 vi pham chinh sach | 1 canh bao nhe | Co vi pham se bi reject | | Platform fit | Dung char limit, giong van khop platform | Gan dung | Sai char limit hoac giong van khong phu hop |

| Tong | Danh gia | Hanh dong | |------|---------|----------| | 45–50 | Xuat sac | Giao ngay, theo doi hieu suat | | 35–44 | Tot | Giao duoc, ghi chu cai thien | | 25–34 | Trung binh | Chinh lai truoc khi giao | | Moi lan giao copy, them dong: Copy Score: [X]/50 — [Danh gia] vao cuoi file output.

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Quy tac theo nen tang

| Quy tac | Meta Ads | TikTok Ads | Google Ads | |---------|----------|-----------|------------| | Do dai primary text | 125 char dong 1 + 300–500 char toan bo | 80–100 char (text overlay) | Khong co primary text | | Headline | Toi da 40 char | Khong co | Toi da 30 char x 3 | | Description | Toi da 30 char | Khong co | Toi da 90 char x 2 | | Giong van | Chuyen nghiep nhung gan gui | Tre, tu nhien, nhu noi chuyen | Truc tiep, keyword-driven | | CTA button | Chon tu danh sach Meta | Khong co nut — CTA trong text | Khong co nut — CTA trong headline | | Hinh anh / Video | 1:1 (feed), 9:16 (story/reel) | 9:16 bat buoc | Khong ap dung (search) |

CTA — Thu tu uu tien

Cu the > chung chung. Hanh dong ro > mo ho.

| Muc do | CTA | Khi nao dung | |--------|-----|-------------| | Manh nhat | "Nhan tin ngay de dat lich" | Muc tieu tin nhan, BOFU | | Manh | "Dat lich tu van mien phi" | Lead form, MOFU/BOFU | | Trung binh | "Xem bang gia chi tiet" | Traffic, MOFU | | Nhe | "Tim hieu them" | Awareness, TOFU |

Tranh dung: CTA chung chung khong co hanh dong ("Click vao day", "Lien he ngay").

Chinh sach quang cao — Compliance checklist

| Quy tac | Chi tiet | Vi pham = bi tu choi ads | |---------|---------|-------------------------| | Khong cam ket tuyet doi | Tranh "dam bao", "100%", "chac chan" | Co | | Khong dung "mien phi" trong headline | Meta flag tu "mien phi" trong headline — dung trong body | Co | | Khong dung "khuyen mai" qua nhieu | 1 lan trong body — khong lap | Co | | Khong nhac den dac diem ca nhan | Tranh "Ban bi mun?", "Ban thua can?" — dung "Nhieu nguoi gap tinh trang..." | Co | | Truoc/sau phai thuc te | Khong chinh sua anh truoc/sau qua muc | Co | | Khong dung hinh anh nhay cam | Khong close-up mun, da bi thuong, co the lo lieu | Co | | Disclaimer bat buoc | Thuc pham chuc nang, y te — can dong disclaimer | Co |

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Cau truc ket qua

Thong tin chung

# Copy Quang Cao: [Ten san pham/chien dich]
Ngay tao: [YYYY-MM-DD]
Nen tang: [Meta Ads / TikTok Ads / Google Ads]
Muc tieu: [Tin nhan / Lead / Traffic / Chuyen doi]
Doi tuong: [Mo ta ngan]
USP chinh: [1 cau]

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TOFU — Thu hut (Cold audience)

Bien the 1: [Ten goc do — VD: "Cham noi dau"]

| Thanh phan | Noi dung | |------------|---------| | Trigger | [Pain / Curiosity / Aspiration] | | Primary text (125 char) | [Dong 1 — hien thi truoc "Xem them"] | | Primary text (day du) | [Toan bo noi dung — 300–500 char] | | Headline | [Toi da 40 char] | | Description | [Toi da 30 char] | | CTA button | [Tim hieu them / Gui tin nhan] | | Ghi chu hinh anh/video | [Mo ta creative di kem] |

Bien the 2: [Ten goc do — VD: "Gay to mo"]

(Cung cau truc bang nhu tren, khac goc do va trigger)

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MOFU — Thuyet phuc (Warm audience)

Bien the 3: [Ten goc do — VD: "Social proof"]

| Thanh phan | Noi dung | |------------|---------| | Trigger | [Social proof / Authority] | | Primary text (125 char) | [Dong 1] | | Primary text (day du) | [Noi dung day du — nhan manh bang chung, review, so lieu] | | Headline | [Toi da 40 char] | | Description | [Toi da 30 char] | | CTA button | [Gui tin nhan / Dat lich ngay] | | Ghi chu hinh anh/video | [Mo ta creative — nen dung review/truoc-sau] |

Bien the 4: [Ten goc do — VD: "Chuyen gia"]

(Cung cau truc, goc do khac)

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BOFU — Chot don (Hot audience + Retarget)

Bien the 5: [Ten goc do — VD: "FOMO"]

| Thanh phan | Noi dung | |------------|---------| | Trigger | [FOMO / Social proof] | | Primary text (125 char) | [Dong 1 — nhan manh khan cap, gioi han] | | Primary text (day du) | [Noi dung day du — deadline, so luong, uu dai cu the] | | Headline | [Toi da 40 char] | | Description | [Toi da 30 char] | | CTA button | [Dat lich ngay / Gui tin nhan / Mua ngay] | | Ghi chu hinh anh/video | [Mo ta creative — nen co so lieu, countdown] |

Bien the 6: Retarget — [Ten goc do — VD: "Nhac lai"]

Danh rieng cho nguoi da nhan tin nhung chua dat lich / da xem nhung chua mua.

| Thanh phan | Noi dung | |------------|---------| | Trigger | [Pain + FOMO] | | Primary text (125 char) | [Nhac lai — "Hom truoc ban hoi ve [dich vu]..."] | | Primary text (day du) | [Noi dung — nhac lai noi dau, bo sung bang chung moi, uu dai gioi han] | | Headline | [Toi da 40 char] | | Description | [Toi da 30 char] | | CTA button | [Gui tin nhan / Dat lich ngay] | | Ghi chu hinh anh/video | [Creative khac voi ads lan 1 — tranh ad fatigue] |

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Bang tong hop 6 bien the

| # | Tang | Goc do | Trigger | Hook 125 char | CTA | |---|------|--------|---------|--------------|-----| | 1 | TOFU | [Goc do 1] | [Trigger] | [125 char] | [CTA] | | 2 | TOFU | [Goc do 2] | [Trigger] | [125 char] | [CTA] | | 3 | MOFU | [Goc do 3] | [Trigger] | [125 char] | [CTA] | | 4 | MOFU | [Goc do 4] | [Trigger] | [125 char] | [CTA] | | 5 | BOFU | [Goc do 5] | [Trigger] | [125 char] | [CTA] | | 6 | BOFU | Retarget | [Trigger] | [125 char] | [CTA] |

Huong dan A/B test

| Test | Bien the A | Bien the B | Chi so theo doi | Thoi gian test | |------|-----------|-----------|----------------|---------------| | Hook | Bien the 1 | Bien the 2 | CTR, CPMess | 3–5 ngay | | CTA | Bien the 3 | Bien the 4 | Ti le chuyen doi | 3–5 ngay | | Offer | Bien the 5 | Bien the 6 | ROAS, CPA | 5–7 ngay |

Quy tac test:

• Chi test 1 yeu to/lan (hook HOAC CTA HOAC offer — khong test cung luc)
• Budget test: toi thieu 200K/ngay/bien the
• Du lieu toi thieu: 1,000 impression hoac 50 click truoc khi ket luan
• Thang/thua: chenh lech >20% = co y nghia thong ke

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Lien ket skill lien quan

• 04-script-video — Dung copy ads lam voice-over hoac text overlay cho video ads
• 02-brief-chien-dich — Copy ads la mot phan cua brief chien dich tong the
• 09-insight-khach-hang — Lay noi dau, ngon ngu cua khach de viet copy chinh xac
• 10-tinh-kpi-nguoc — Tinh CPMess muc tieu de danh gia hieu qua copy

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Personal Brand Mode

> Mode nay tu dong kich hoat khi co .agents/personal-brand-context.md. Doc context file truoc — lay: niche, audience ca nhan, story arc, brand voice, monetization goal.

Khac biet mode

| Yeu to | Mode A (SP) | Mode B (Personal brand) | |--------|-------------|------------------------| | Pheu | TOFU/MOFU/BOFU (sell) | Awareness / Trust / Authority / Soft sell | | Goal | Conversion (mua) | Follower growth, engagement, inbound DM | | Tone | Direct, USP-focused | Authentic, story-led, expert | | CTA | "Mua ngay", "Inbox" | "Follow them", "Share neu thay dung" | | Proof | Reviews, before-after | Personal track record, named drop |

6 bien the copy Personal Brand (thay vi 6 SP)

2 Awareness (gioi thieu ban than - cold audience):

Bien the A1 (Founder angle):

• Primary text: "Toi la [ten], 10 nam build company B2B SaaS o VN. Tuan nay toi share 3 bai hoc dat gia nhat sau 5 lan that bai. [link bai]"
• Headline: "5 lan that bai dat tien"
• Description: "Tu CEO 200 nguoi"
• CTA: "Doc them"

Bien the A2 (Coach angle):

• Primary text: "Sau khi coach 200 founder VN, toi nhan ra 1 dieu: 90% sai cung 1 buoc o tuan dau. Toi viet that day du o day. [link]"
• Headline: "1 buoc 90% Founder VN sai"
• Description: "Sau 200 ca coach"
• CTA: "Tim hieu"

2 Trust (mua trust - audience da follow 1-2 tuan):

Bien the T1: Personal story + lesson Bien the T2: Industry insight + framework

2 Soft Sell (audience warm, da co trust):

Bien the S1: Free resource (1-on-1 call, ebook, mini-course) Bien the S2: Waitlist / cohort offer (FOMO nhe)

(Voi moi bien the, viet day du primary text, headline, description, CTA — example concrete cho coach Linh - Public Speaking Coach hoac founder Hung - SaaS Founder)

3 dieu kien CANH BAO truoc khi viet copy ads cho personal brand

1. CANH BAO 1: Audience truoc khi ads.

• Khong nen chay ads tang follower < 500 follower huu co.
• Vi sao: chua co social proof, ads khong convert.
• Fix: tang follower huu co qua 500 truoc, sau

…

Source & license

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

• Author: minhnv0807
• Source: minhnv0807/ai-business-skills
• License: MIT
• Homepage: https://opa.business

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