# Ad Cover Title Audit

> Evaluate and improve paid acquisition creative covers and titles for Xiaohongshu/Juguang lead-generation ads, travel retreats, courses, events, and activity recruitment. Use when the user asks to judge, score, rewrite, test, or create 投放素材、客资投放封面、标题、首图、双列流点击率、开口率、获客效率、旅修、疗愈、课程、活动招募素材.

- Skill: `coreycore123/ad-cover-title-audit` (Agent Skill, multi-file: 2 files)
- Install (CLI): `npx skillmds@latest add coreycore123/ad-cover-title-audit`
- Raw SKILL.md: https://api.skillmd.com/api/skills/coreycore123/ad-cover-title-audit/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Security
- Author: Coreycore123 (https://skillmd.com/u/coreycore123)
- Updated: 2026-09-22
- Page: https://skillmd.com/skills/coreycore123/ad-cover-title-audit

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# 投放素材封面标题审查

## Purpose

Use this skill to judge whether a cover and title can acquire qualified leads in paid traffic. Treat aesthetics as secondary to user relevance, product recognition, decision information, and opening intent.

If the user provides high-performing notes from the same industry, especially 14-day high read-to-opening notes, use their covers and titles as industry benchmarks. Extract shared patterns for user relevance, product recognition, 激发态, and decision cues before judging the current cover/title. Do not copy surface wording blindly.

The operating sequence is:

1. 产品形态
2. 商业意图
3. 增长逻辑
4. 增长打法
5. 风险检查

## Core Definitions

- 客资点击率：商业流量池中，用户看到素材后愿意进一步了解的比例。It is an initial intent rate, not a final conversion rate.
- 有效点击率：`点击率 × 点击后进线率 × 点击后开口率`。
- 点击率衰减：非客资内容流量进入商业投放后，点击率通常下降。Evaluate the decline and explain whether it comes from lower relevance, stronger commercial recognition, weak cover information, or broad curiosity traffic.
- 社会证明：点赞、收藏、评论 affect Xiaohongshu waterfall CTR, but separate natural interactions from heated or paid interactions.

## Required Inputs

Collect as many of these as available:

- Cover image or screenshot.
- Visible title.
- Product type, price, dates, location, duration, included items, and group size.
- Audience definition and campaign objective.
- Placement, traffic type, and whether the data is organic, Shujia heated, or Juguang paid traffic.
- Metrics: impressions, clicks, CTR, CPC, interactions, private-message leads, openings, lead cost, opening cost.
- External interactions: likes, collects, comments, and whether they are natural or heated.

If data is incomplete, state the missing variable and continue with a directional judgment.

## Review Workflow

1. Identify the product shape and commercial intent.
   - For lead generation, the material must make the product easy to recognize and easy to inquire about.
   - For content growth, visual novelty and topic interest can carry more weight.

2. Determine the user association mechanism.
   - Ask: what specific user will recognize 「这和我有关」 within the first second?
   - Do not accept broad interest as lead intent without checking private-message or opening data.

3. Audit cover and title separately.
   - Cover: stopping power, product recognition, trust, information readability.
   - Title: relevance confirmation, click reason, search/category recognition.

4. Check whether the cover/title pairing creates qualified intent.
   - High CTR with low opening usually means the hook attracts curiosity but fails to qualify need.
   - Low CTR with clear product information usually means the first-layer association is weak.

5. Diagnose risks and propose tests.
   - Give concrete cover hierarchy changes and title rewrites.
   - Keep tests single-variable when possible: pain hook, category hook, decision-information hook, price/date hook.

## Association Priority

Use this priority order for paid lead-generation materials:

1. 用户当下痛点
2. 用户明确需求
3. 时间、地点、价格、名额、包含项等决策信息
4. 具体体验动作
5. 兴趣身份
6. 生活态度
7. 新奇事件
8. 审美概念

Higher priority does not mean always use only one layer. Strong materials usually combine a high-priority association with enough decision information to make the lead qualified.

## Expression Priority

Within each association type, rank expressions like this:

- 痛点：具体当下状态 > 身体或情绪后果 > 泛痛点词 > 抽象疗愈词 > 文艺隐喻。
- 功能：已知强需求品类 > 明确结果功能 > 具体体验动作 > 泛品类 > 抽象价值。
- 决策信息：天数和日期 > 价格和包含项 > 明确地点 > 名额和截止时间 > 泛地点。
- 兴趣身份：明确自我标签 > 具体兴趣对象 > 人群状态 > 生活方式身份 > 审美身份。
- 生活态度：对抗日常压力 > 合法化休息 > 具体生活画面 > 泛生活主张 > 抽象价值。
- 新奇体验：新奇体验 + 明确产品 > 新奇体验 + 明确结果 > 新奇活动清单 > 纯新奇事件 > 抽象仪式感。

## Cover Information Hierarchy

For lead-generation covers, structure information in this order:

1. First layer: pain, strong need, or recognizable product category.
2. Second layer: product identification, such as location, duration, retreat/course/event type, and core activity.
3. Third layer: decision information, such as date, price, included items, group size, or signup threshold.
4. Fourth layer: trust and action cue, such as mentor, institution, itinerary, 「小团招募」, 「可咨询」, or real scene proof.

The cover should not rely on atmosphere alone. If the first visible layer is only a poetic concept, English decoration, brand logo, or abstract 「疗愈」 expression, flag it as a likely paid-traffic risk.

## Title Principles

Use the title to confirm relevance and give a reason to click. Prefer:

- 「痛点 + 场景 + 产品」：把焦虑还给山野，武当 5 天旅修招募。
- 「品类 + 天数 + 地点 + 结果」：终南山 7 日辟谷旅修，净化身心。
- 「明确人群 + 明确收益」：给长期紧绷的成年人，3 天慢下来。
- 「地点 + 产品 + 小团/时间」：巴厘岛乌布 6 天 5 晚瑜伽静休。

Avoid titles that only express:

- 泛审美：高级、松弛、自然、限定。
- 泛疗愈：唤醒本真状态、身心净化、生命仪式。
- 纯事件：参加一棵树的生日、限定主题、特别仪式。

These can be secondary atmosphere, but should not be the main paid-acquisition hook unless the product itself is a low决策、低价格、强兴趣活动。

## Positive Reference Patterns

Use high-performing lead-style notes as positive references when they make the product easy to recognize:

- 痛点释放型：把焦虑、疲惫、长期紧绷等当下状态放在第一层。
- 功能需求型：辟谷、瑜伽静休、太极营、旅修等品类清楚，结果明确。
- 时间成本型：3 天、5 天、7 天、6 天 5 晚等决策信息前置。
- 招募转化型：小团、名额、日期、地点、价格、包含项清楚。

Use event-led or poetic-theme cases only as negative references when they create content curiosity and aesthetic interest but fail to clarify product recognition, participation reason, and opening intent in lead-generation traffic.

## Scoring

Score each item from 0 to 10:

- 用户关联度：target user can instantly recognize relevance.
- 产品识别度：what is being offered is clear.
- 决策信息完整度：date, place, duration, price, group, inclusion, or咨询入口.
- 具体体验感：the user can picture what they will do.
- 社会证明可信度：interactions, real scenes, mentor/institution proof, and whether proof is natural or paid.
- 开口钩子：the material gives a concrete reason to send a private message.
- 信息可读性：waterfall-screen readability, hierarchy, contrast, and text density.

Interpretation:

- 8-10：can test as a main paid-acquisition direction.
- 6-7：usable but needs one layer strengthened.
- 4-5：may get content clicks but lead quality is uncertain.
- 0-3：likely unsuitable for客资投放 without redesign.

## Output Format

Respond in this structure:

**判断**
State whether the material is suitable for lead-generation paid traffic, and why.

**关联度**
List the main association mechanism, its priority level, and whether the expression is concrete enough.

**封面**
Cover strengths, weaknesses, and the recommended information hierarchy.

**标题**
Title strengths, weaknesses, and rewrite options.

**客资风险**
Explain likely CTR, click-quality, private-message, and opening risks.

**改法**
Give concrete cover structure and 3-6 title options.

**测试建议**
Define the next paid test and the metrics to compare: CTR, click-to-lead rate, click-to-opening rate, opening cost, and opening quality.