Ecom Copywriter Lab (Branded + Hard Sell + Long Text)

This skill generates copy packs aligned to Meta’s “text variations” approach: multiple primary texts + headlines per creative/angle.

Required inputs

• foundation/* (research, avatar, beliefs, angles)
• ads/ads.csv with angle_id and angle summaries

Required outputs (create these files)

In outputs/ecom/<brand_slug>/<run_id>/ads/:

• copy_pack.md (organized per angle)
• copy_variations.csv (angle_id, variant_id, primary_text, headline, description)

Copy modes to generate (per angle)

1) Branded / trust (credibility first)

• Education + empathy + specificity
• Softer CTA (“learn more”, “see how it works”)
• Proof via believable details, not hype

2) Hard sell (direct response)

• Strong hook → payoff → proof → CTA
• Objection handling (shipping, price, “does this actually work?”)
• Concrete offers (bundles, guarantees, deadline only if real)

3) “Chapter-length” primary text tests

• 700–2,000+ words
• Structure: story → problem agitation → new mechanism → proof → offer → link
• Goal: let delivery find “readers” and send higher intent traffic

Variant generation rules

For each angle:

• 8–12 primary texts (mix short/medium/long)
• 6–10 headlines (benefit + mechanism + proof)
• 0–5 descriptions (optional)

Keep variants “same idea, different expression” (don’t mix angles in one ad).

Guardrails

• No sensitive personal attribute claims.
• No unverifiable claims (results, timelines, medical/financial).
• Don’t imply “you have X condition”; frame as “if you struggle with…”.