Ad Copywriting - Headline Formulas, Visual Design & Voice of Customer

How This File Relates to Other Files

• creative-strategy.md = WHAT angle to use at WHICH stage (Problem-Aware, Solution-Aware, Product-Aware)
• copy-audit-framework.md = HOW to quality-check copy before it goes live (5-layer audit)
• This file = HOW to actually write the copy. Headline formulas, visual design principles, and the process for gathering real customer language before writing anything.

Applies to LinkedIn and Meta. Platform-specific nuances live in the platform folders.

Rule #1: Write From the Customer's Mouth, Not the Product's Marketing

The single biggest mistake in ad copywriting is writing from the brand's marketing language instead of the customer's actual words.

What this looks like in practice:

• Brand voice: "Real-time visibility across all business units" (product marketing)
• Customer voice: "I used to spend 6-8 hours a week on reporting. Now it takes 15 minutes." (how they actually talk)