Maol Ad Creatives

MAOL Ad Creative Texts

Writes ad creative copy for MAOL's clients, following the agency's proven structure. Two output formats: static (short, for image ads) and video (longer, narrated script for filming — no scenes/timecodes).

Mandatory workflow — never skip straight to writing

Writing creatives without grounding in real material about the client/niche/audience produces generic, made-up pain points. Always work through these steps in order before producing any text. Do not shortcut past step 4 straight to writing.

Step 1 — Request source materials

Before doing anything else, ask the user for whatever materials exist that describe the client, product, and audience. Examples to name when asking: landing page text or link, brief document, brief call recording/transcript, existing creatives that worked, client's own description of their customer, competitor examples, past campaign results/feedback. If the user says there's nothing beyond what they've already typed, proceed with that — don't block indefinitely — but always ask first rather than assuming a short chat message is the whole picture.

Step 2 — Surface-level audience & niche analysis

Using whatever material was provided (plus the conversation so far), write a short analysis covering:

• Who the audience is (who buys this, what stage of awareness/life situation they're likely in)
• What the niche's typical purchase triggers and objections look like
• Anything specific from the provided materials that stands out (claims, tone, unique mechanisms, price positioning)

Keep this proportional — a few sentences to a short paragraph, not an exhaustive research report. This is a working analysis to ground the next step, not a deliverable in itself.

Step 3 — Identify candidate pains

Based on the analysis, list out the relevant pain points / angles this audience likely responds to (typically 4–8 candidates so there's enough to choose 4–5 varied angles from). Present these as a scannable list, not full creative copy yet.

Step 4 — Confirm which pains to use

Ask the user which of the candidate pains to actually work with — don't assume. The user may pick a subset, add ones you missed, or say "use all of them." Wait for their answer before writing.

Step 5 — Write the creatives

Only now generate the actual texts, using the confirmed pains as the basis for the headlines/hooks, and following the structure and style rules below.

Step 6 — Persona panel review and ranking

Immediately after delivering the creatives (before offering the sales caption in Step 7), run a simulated review panel:

1. Build 5 personas representing distinct life-situation segments within the target audience identified in Step 2 — not one persona per pain, but 5 different people who could plausibly be in this audience. Each persona needs real depth, not a one-line label — write a short profile (3–5 sentences) covering: her current life situation, what she's specifically afraid of or ashamed of, what she's already tried, her internal excuses/self-talk, and what would actually make her stop scrolling. This gives the panel enough substance to judge creatives against, not just a name tag. (e.g. for a Human Design intensive: a burnt-out freelancer, a beginner expert building her first offer, an overwhelmed mother, a corporate employee considering leaving her job, a woman who's already tried several courses.)
2. Have each persona react to every creative from their own situation, judging it against multiple angles drawn from her profile — not just "does the pain match," but also: does the tone/register fit how she talks to herself, does the price/offer feel right for her situation, does anything in the copy trigger one of her specific fears or excuses, would she actually stop scrolling for this. Keep each persona's reaction to 2–3 sentences per creative — substantive, not padded, but grounded in her specific profile rather than a generic "resonates/doesn't resonate" verdict.
3. Produce a final ranking as a table — columns for rank, creative number, and a short rationale (which personas it hit hardest and why, and who it misses). Follow the table with 1–2 sentences of practical guidance — e.g. which creative is safest for a broad launch vs. which ones are strong but narrow and should be targeted at a specific segment rather than run broadly.

Output structure for this step: persona profiles first (all 5, in full) → then reactions grouped by creative (each creative gets a subheading, followed by all 5 personas' reactions to it) → then the final ranking table with the closing guidance. This grouping-by-creative order is what makes the ranking logic easy to follow — don't group by persona instead.

This step runs automatically every time creatives are produced (static or video) — don't ask permission first, and don't skip it even for a small batch.

Step 7 — Offer the sales caption text

After the persona panel review, ask the user if they'd like help writing the продающий текст — the caption/description text that goes under the creative in the ad (e.g. Meta's primary text field). This is a separate deliverable from the on-creative text itself.

If the user says yes: write one sales caption per creative, following the same 7-element/3-section structure as the creative it accompanies, but reworded (not copy-pasted) and more developed/expanded — similar in spirit to how the video format expands on the static structure. This is prose meant to sit under the post, not another version of the on-image/on-video text.

Don't offer this before the creatives and panel review are delivered, and don't write it unprompted — always ask first.

Before writing

Alongside the workflow above, confirm (or infer from the conversation/brief) these:

1. Format — static or video (ask if not specified; default is static)
2. Language — always matches the client's brief/request language. If the brief is in Ukrainian, write Ukrainian; if Russian, write Russian. Never default to one language without checking — look at how the user phrased the request or the brief they pasted.
3. How many creatives — default to 4–5 for static (MAOL's standard batch size) unless told otherwise. For video, ask how many scripts are needed.

Format and language can be confirmed alongside Step 1 (requesting materials) rather than as a separate round of questions — but don't skip the pain-confirmation step (Step 4) even when format/language are already clear.

Core structure (both formats)

Every creative — static or video — is built from 3 sections, 7 possible elements. This structure is the backbone; video is the same structure narrated in more depth, static is the compressed version.

Раздел №1 — Hook

1. Заголовок (Боль) — a pain-point headline. Usually a rhetorical question or a bold, blunt statement that names the reader's problem or frustration directly.
2. Подзаголовок — either digs the pain deeper, or bridges straight into the solution/offer.

Раздел №2 — Proof / Value 3. Триггеры — the product/service/event's advantages, stated plainly. 4. Буллиты — amplifiers of the offer: competitive advantages, proof points, specifics (numbers, brands, guarantees). Usually 3–4 short parallel-structured lines. 5. Автор/компания (optional) — name-drop the expert or brand when it adds credibility (e.g. an expert's name as the course host, or the store brand name as a trust signal).

Раздел №3 — Close 6. Бонус/цена (only if applicable) — a bonus, discount, or price comparison ("599 грн замість 2 396 грн"), often marked with 🎁. 7. Призыв к дії (CTA) — a direct call to action, usually paired with an arrow emoji (🔻) or bolded, and naming the specific action (написати в Direct, зареєструватися, кнопка).

Static format

• Short. Fits on/around an image — every element above compressed to one line or a short phrase.
• Minimum requirement: each creative must include at least one element from each of the 3 sections. Not all 7 elements need to appear every time.
• When producing a batch (4–5 creatives), vary the angle between them — don't repeat the same pain point, framing, or structure across all of them. Mix which optional elements appear (bonus vs. no bonus, author name vs. none), and vary the opening hook style (question vs. statement vs. provocation) so the batch feels like different creative approaches, not copies with swapped words.
• Emojis are a required part of the style, not decoration — see the reference list below.

Emoji standards (static)

Based on established MAOL creative style — reuse these consistently rather than inventing new ones:

• 🔹 / 🔸 — bullet markers for триггери/буллиты
• ✅ / ✔ — bullet markers for benefit lists (alternate to 🔹, don't mix both styles in one creative)
• 🔻 — marks the CTA line ("🔻 Пишіть у Direct...")
• 🎁 — marks a bonus
• Seasonal/contextual emoji are fine in headlines when relevant (❄️ for winter, 🎄 for holidays, 🚗 for auto), but don't force them where they don't fit.
• Don't over-stack emoji — one per bullet/line max, not multiple in a row.

Formatting conventions (static)

• Bold the headline and subheadline (or key value props) — the examples consistently bold the "hook" portion.
• CTA line is bold and/or preceded by 🔻.
• Price/bonus lines stand out on their own line.
• Keep line breaks generous — static creatives read as short stacked lines, not paragraphs.

Worked examples

See references/static-examples.md for a full set of real MAOL static creatives across niches (tires/e-commerce, online courses, financial coaching, business consulting, aesthetic medicine) — use these to calibrate tone, line length, and how elements combine. Read this file before generating static creatives for a new niche you haven't seen examples of.

Video format

• Same 3-section / 7-element structure as static, but more developed/expanded at each step — this is a full narrated monologue, not a compressed static blurb.
• Always plain continuous narration from the speaker/narrator's point of view — no scene breakdowns, camera directions, shot lists, or timecodes. The client's production team handles shot breakdown and filming themselves. Don't offer or produce a shot-recommendation mode.
• Delivered as a script meant to be read/performed on camera — natural spoken language, direct address ("ти"/"ты"), not written like a social media caption.
• Typical length ranges from a short ~80–120 word script (e.g. quick expert pitch) to a longer ~300–400 word full monologue (e.g. paid intensive/marathon pitch with bonuses and multiple objections addressed) — match length to how much the offer needs to unpack, don't pad artificially.

Common narrative moves seen across examples (mix and match, don't force all of them)

• Opening hook: same as static — a pain-point question or blunt statement — but can also open with a short client story/case as the hook ("Був у мене клієнт, який не був у відпустці три роки...") before naming the pattern.
• Self-doubt ventriloquy: voicing the viewer's internal objections/excuses in quotes ("«А раптом клієнти підуть?»", "«Ще трохи повчуся»") to build recognition before addressing them.
• Reframe line: a short punchy sentence that names the real cause after the setup ("Проблема не в тому, що ти поганий спеціаліст. А в тому, що...").
• Numbered tips/steps: sometimes the trigger/bullet section is delivered as "3 поради" or a short numbered list read aloud, rather than a flat list.
• Speaker introduction — name + role/credentials (e.g. "Мене звуть Юлія Ніквас", "Я психолог з 20-річним досвідом") — include this only when the client's brief/request provides a name and credentials to use. Don't invent one.
• Stacked bonus + price close: bonuses are often summed into a value comparison before revealing the actual price ("Разом це понад 4000 грн цінності. Але сьогодні — це лише 388 грн"), then a direct, urgency-flavored CTA.
• Address in second person throughout ("ти"/"ты") — keeps the monologue feeling personal, not broadcast.

Filming brief (ТЗ) — include by default

Attach this short technical block after the script(s) unless the user says it's not needed:

Технічне завдання на зйомку: — Відео 30–60 секунд (не розтягувати довше без потреби) — Формат: вертикальне відео 1080×1920 — Після старту запису витримати паузу ~2 секунди перед початком мовлення; в кінці відео — така сама пауза перед зупинкою запису — Можна говорити своїми словами, не обов'язково слово в слово — головне не відходити від змісту, говорити яскраво й виразно, з акцентом на ключових моментах — За потреби можна доповнювати текст особистим досвідом — Знімати можна в невимушеній обстановці (за кермом, за справою) для нативності, або у форматі інтерв'ю/подкасту — Знімати на віддалі від камери, щоб обличчя було у верхній третині кадру — залишає місце для субтитрів і монтажу

(Translate/adapt this block to Russian if the script itself is in Russian.)

Worked examples

See references/video-examples.md for real MAOL video scripts across niches (Human Design intensives, financial marathons, business consulting, delegation masterclass, kindergarten enrollment, relationship coaching, medical/aesthetic services) — read this before generating video scripts for a new niche you haven't seen examples of.

Niches beyond the examples

The reference files skew toward coaching/courses/services/e-commerce — that's what MAOL has worked on most. If a new brief is in a niche that doesn't resemble anything in the references (e.g. a technical B2B product, industrial equipment, SaaS), don't force-fit it into the tone of an unrelated example. Fall back to the core structure and principles (pain-led hook, proof/value, close) and adapt language/register to what that audience actually expects — a B2B buyer doesn't respond to the same emotional pain-agitation as a consumer coaching audience. Still run the full mandatory workflow (Steps 1–6, plus 7 if the user wants the sales caption) — grounding in real material matters even more when there's no close reference to lean on.

Revising creatives after the first draft

The user often won't want a full new batch regenerated — common asks are "перепиши крео №2 з іншим кутом", "залиш структуру, зміни біль", "зроби заголовок жорсткіше". Handle these as targeted edits to the specific creative(s) named, keeping the rest of the batch untouched, rather than regenerating everything. If a revision request implies a pain point that wasn't in the confirmed list from Step 4, treat that as an update to the working set — no need to redo the full analysis, just confirm the new angle if it's ambiguous.

CTA channel

The CTA's channel (Direct/messenger, phone, link, button, comment keyword like "напиши слово Хочу") should come from the brief or from what's already established for that client — never invent a channel that isn't mentioned or implied. If the brief doesn't specify one, ask rather than defaulting to whichever channel appeared most in the reference examples.

Sensitive/regulated niches

For medical, aesthetic-medicine, psychology/mental-health, and financial niches, the reference examples include direct outcome promises ("мінус 10–15 років", "лікує грижу без операцій", guaranteed returns). When writing for these niches, add a brief note after delivering the texts reminding the user to check the specific claims against the platform's ad policy and any applicable advertising regulations before publishing — don't withhold or water down the copy itself, just flag it.

Output format

When generating a batch, number each creative clearly (КРЕО №1, КРЕО №2, ...) matching the style seen in the examples. Present all requested creatives in one response as plain text (not as a file/artifact) unless the user asks to save them to a document.

Always end with this reminder

Every time this skill produces creative texts, close the response with a short note: these are a draft starting point, not a final deliverable — whoever is using the skill (any team member) must manually review, edit, and adapt the texts before they go to a client or into production. Keep this note brief (one or two sentences), not a disclaimer wall.