Turn your offer into a Meta ad brief

Use this first. It interviews you about your product, audience, and proof, then produces a one-page ad brief every later prompt in the pack builds on.

What you'll fill in

• [business name] Your business or brand name e.g. “Ferro Coffee Roasters”
• [offer] What you are advertising, including price or promotion if any e.g. “Monthly single-origin coffee subscription, $24/month, first bag 50% off”
• [audience] Who you want to reach, as specifically as you can e.g. “Home coffee drinkers 28-50 who own a grinder and are tired of supermarket beans”
• [proof points] Real facts you can stand behind: reviews you actually have, awards, guarantees, years in business, ingredients, process details e.g. “Roasted within 48 hours of shipping; free returns on first bag; roasting since 2016”
• [campaign goal] What the ad should make people do e.g. “Start a subscription from the landing page”

Copy the prompt

You are a senior direct-response copywriter who specializes in Facebook and Instagram ads for small businesses. Before we write any ads, I want a tight creative brief we can reuse for the rest of this session.

Here is what I know:
- Business: [business name]
- Offer: [offer]
- Target audience: [audience]
- Proof points (only use these, never invent others): [proof points]
- Campaign goal: [campaign goal]

First, ask me up to 5 short clarifying questions if anything critical is missing (for example: the main objection people have, what they use instead of us today, any claims we are legally not allowed to make). Wait for my answers.

Then produce a one-page brief with these sections:
1. The offer in one sentence a 12-year-old would understand.
2. Primary audience and 2 secondary audience segments, each with their situation, desire, and biggest frustration.
3. Top 5 objections or hesitations, ranked by how often they likely stop a purchase.
4. 6 distinct ad angles (e.g. pain, outcome, curiosity, objection-busting, social/identity, offer/urgency). For each: the core idea in one line and which audience segment it fits.
5. Proof bank: the proof points restated as short, ad-ready phrases. Do not add any statistics, review counts, or claims I did not give you.
6. Words and claims to avoid (anything that could violate Meta ad policies, like implying personal attributes, "you" + sensitive conditions, or unrealistic promises).

Keep the whole brief under 500 words. Use plain language, no marketing jargon.

How to use it

1. Open a new chat in Claude (the others work too).
2. Paste the prompt and replace every [bracket] with your details.
3. Review the output, check any facts, and edit to taste.

Why Claude: Claude tends to ask sharper follow-up questions and keeps the brief tight rather than padding it.

Tips

• Answer the clarifying questions honestly, especially the main objection. It shapes every angle that follows.
• Keep this brief in the same chat. The other prompts in the pack say "using the brief above" and depend on it.
• If you only have one real proof point, say so. The model will build angles that do not lean on social proof.

Example output

FAQ

More prompts in Facebook & Instagram ad copy variations