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Book et mødeDu kan få en lille assistent med fuld adgang, lige i lommen. Jeg brugte over 4 måneder på at systematisere det her på tværs af bureauet, og nu deler jeg setuppet: præcis hvordan du sætter Claude Cowork op, med skill-dokumenter og eksempler på, hvordan vi kører det internt for 20+ norske brands.
Du kan kopiere strukturen direkte ind i din egen Claude-konto. Så får du en smart AI-assistent, og det skærer tiden brugt på at rette AI-output ned med 60-80 %.
Hvad du får i denne guide:
I almindelig Claude-chat svarer Claude på det, du skriver, men kan ikke røre dine filer. Den fortæller dig, hvordan du gør noget. I Cowork giver du Claude adgang til en mappe på din computer. Så kan den selv læse, redigere og oprette filer, så den faktisk udfører arbejdet i stedet for at beskrive det.
| Almindelig chat | Cowork |
|---|---|
| Svarer på beskeder | Udfører opgaver fra start til slut |
| Ingen adgang til filer | Læser, redigerer og opretter filer i de mapper, du giver den |
| Du kopierer output manuelt | Du får et færdigt dokument tilbage |
| Frem og tilbage | Som at lægge en besked til en kollega |
Cowork kører i Claude-desktop-appen (Mac og Windows). Den kan også koble sig på connectors (Gmail, Kalender, Drive, Slack), køre planlagte opgaver, og du kan endda sende opgaver fra mobilen til din computer via Dispatch. Se videogennemgangen her: Intro til Claude Cowork (YouTube).
Mange marketingfolk leder efter automatisering, der laver annoncer på autopilot. Det er stadig mange år væk. Gode annoncer kræver stærk kreativ strategi, og AI-værktøjer giver kun gode resultater, hvis de fodres med ordentlig baggrundsviden om brandet og fagområdet, sammen med solide eksempler.
Et kontekstbibliotek giver Claude det samme »instinkt« og den samme erfaring som en dygtig strateg, men kun hvis du investerer nok tid i at dokumentere alt det, du lærer, tror og ved.
Forskellen mellem Cowork og Projects (den gamle måde): i stedet for at uploade dokumenter til et projekt gemmer du dine kontekstdokumenter som tekstfiler i en mappe på computeren. Cowork får adgang til mappen og bruger dokumenterne som reference, hver gang den arbejder. Det betyder, at dine dokumenter lever lokalt, kan opdateres når som helst og bruges på tværs af alle de opgaver, Cowork udfører for dig.
Cowork kører ikke i browseren. Du skal bruge desktop-appen (Mac eller Windows). Log ind med din Claude-konto (kræver Pro, Max, Team eller Enterprise).
Opret en mappe på computeren, f.eks. Claude-Cowork/ med undermapper pr. brand eller pr. opgavetype:
Claude-Cowork/ ├── context/ │ ├── static-headlines-context.txt │ └── ugc-scripts-context.txt ├── skills/ │ └── (færdige skills du downloader, se separat afsnit) ├── brand-X/ │ ├── brand-context.txt │ ├── top-performers.txt │ └── output/ └── brand-Y/
Tip: Hold kontekstdokumenterne i en separat context/-mappe. Så kan flere brands dele den samme fagviden.
Længere nede i guiden finder du to færdige kontekstdokumenter (Static Headlines og UGC Scripts). Sådan gør du dem til filer:
Opret derudover disse tre kernedokumenter pr. brand (skriv dem selv, eller få Claude til at hjælpe):
I Cowork vælger du, hvilken mappe Claude skal have adgang til. Peg på Claude-Cowork/. Claude kan nu læse alt i mappen og skrive nye filer derhen, hvor du siger.
Når du starter en opgave, så fortæl Claude, hvor konteksten ligger. For eksempel:
Before doing anything, read the context files in the /context folder and the brand-context.txt and top-performers.txt files for this brand. Use them as the source of truth for tone, USPs, and what has worked before. Then complete the task I give you and save the output to the /output folder.
Connectors lader Cowork hente og bruge data fra de værktøjer, du allerede bruger.
Når de er slået til, kan du bede om ting som:
«Pull this week's performance numbers from the report in my Drive and draft a summary.»
«Check my calendar and Slack, then write a status update for the team.»
Privatliv: Du bestemmer eksplicit, hvilke mapper og connectors Claude må se eller ændre. Giv kun adgang til det, du faktisk har brug for.
Se videodemoen her: Planlagte opgaver og Dispatch (YouTube).
Kontekstdokumenter fortæller Claude, hvad den skal vide. Skills fortæller den, hvordan den skal udføre et specifikt job, trin for trin, hver gang, på samme måde.
En skill er ganske enkelt en mappe med en SKILL.md-fil (plus eventuelle hjælpefiler), der beskriver et workflow. Når den ligger i en mappe, Cowork har adgang til, samler Claude den automatisk op, når opgaven passer.
Sådan tilføjer du en skill:
Claude-Cowork/ ├── context/ ├── skills/ │ ├── skill-navn-1/ │ │ └── SKILL.md │ └── skill-navn-2/ │ └── SKILL.md └── brand-X/
Jeg deler flere af de samme skills, vi bruger internt hos Curve for 20+ norske brands. Smid dem i skills/-mappen, og du er i gang:
Dette afsnit opdateres løbende, flere skills er på vej.
Kopiér alt i boksen nedenfor til én tekstfil, og gem den i din context/-mappe (f.eks. static-headlines-context.txt). Når du arbejder med statiske annoncer, så bed Cowork om at læse denne fil først.
Context Document: Writing High-Converting Static Headlines & Image Ads
1. The Role of Headlines in Static Ads
- First job of a headline: Stop the scroll. Attention is the currency.
- Second job: Spark curiosity, relevance, or emotion strong enough to make the user process the rest of the ad.
- Third job: Tie directly to the value prop (clear, specific, visual, and ownable).
Headlines in static ads must do 3 things fast:
1. Communicate the core USP or benefit.
2. Resonate emotionally with the audience's desire or pain point.
3. Be unmistakably different from generic "me-too" claims.
2. Emotional Triggers That Headlines Should Leverage
- Pain Point Relief – "No more chasing invoices."
- Aspiration / Gain – "Turn spare time into income."
- Simplicity / Ease – "From signup to first sale in 5 minutes."
- Fear of Missing Out – "Last chance to lock today's price."
- Authority & Proof – "Trusted by 10,000+ small business owners."
- Curiosity Gap – "The trick gyms don't want you to know."
3. Static Ad Visual Principles (Meta Image Ads)
- Headline-Visual Fit: Visual must reinforce or dramatize the headline claim. Example, Headline: "Save hours every week." Visual: Clock cut in half.
- USP Placement: Top-left or headline text must carry the main USP (it's where the eye goes first). Avoid clutter, prioritize one message per creative.
- Branding: Subtle but present (logo, colors, typography). Don't overpower the message, but ensure recognition.
- Legibility: Short, bold text, high contrast. Static ads are consumed in under 2s.
- Product in Use: Show product solving the pain point, not just isolated packshots.
- Visual Anchors: Icons, arrows, or symbols to draw the eye to the CTA or headline.
- Social Proof & Trust: Layer reviews, ratings, or customer count into the static where possible. Example: "⭐⭐⭐⭐⭐ Rated 4.9/5 by 12,000+ users."
4. How to Build a Strong Static Headline
1. Start with the USP: What is the single strongest promise or differentiator? Write it plainly first.
2. Apply the 3 Copy Tests: Can I visualize it? Can I falsify it? Can nobody else say this?
3. Stress-Test with an Emotional Lens: Does this relieve pain, unlock desire, create curiosity, or prove credibility?
4. Trim ruthlessly: Make it digestible in under 3 seconds of reading.
5. Static Ad Structure Framework
- Headline (Primary Text): Short, bold, visualizable, falsifiable, ownable.
- Supporting Visual: Shows product solving problem or delivering promise.
- Secondary Copy (Optional): Expand on proof (social proof, stat, unique detail).
- CTA: Clear, action-driven ("Get started," "Shop now," "Book today").
6. Common Mistakes to Avoid
- Generic claims: "Best quality," "Save time."
- Overloading with multiple USPs.
- Tiny, hard-to-read text.
- Stocky visuals that don't connect to the headline.
- Copy-visual mismatch (e.g., headline about speed with a static showing relaxation).
7. Checklist for Every Static Ad
✅ Headline communicates a clear, specific USP.
✅ Headline passes the visual / falsifiable / ownable test.
✅ Emotional trigger is present (pain, gain, ease, fear, proof, curiosity).
✅ Visual dramatizes or reinforces the headline.
✅ Product is visible or clearly implied.
✅ Legible and uncluttered.
✅ CTA is clear.
✅ Brand is recognizable.Kopiér alt i boksen nedenfor til én tekstfil, og gem den i din context/-mappe (f.eks. ugc-scripts-context.txt). Når du skriver UGC-manuskripter, så bed Cowork om at læse denne fil først.
Context Document: UGC Scripts & Copywriting for Creative Strategists
1. Core Principles of UGC Ads
- UGC ≠ influencer content. It's ads disguised as content, relatable, unscripted in tone, but strategically structured.
- Goal: Stop scroll → Build trust → Drive action.
- Every second is a hook. Drop-offs happen after 3-5s and again after 15s.
- Native feel. Must blend into the TikTok/IG feed. Avoid polish that screams "ad."
- Authenticity > perfection. Slight imperfections (ums, natural pauses, handheld filming) build trust.
2. Copywriting Foundations (Hormozi & Harry Dry)
A. Hooks & Headlines
- Harry Dry's test for hooks: Visualize it (can the audience picture it?), Falsify it (can it be proven?), Ownable (can only this brand say it?).
- Hormozi on hooks: AB test everything (even one-word changes). Titles, subtitles, covers = mini ads. Small changes ("strangers" vs "people") can swing 70/30 results.
B. Pain = the Pitch
- Don't oversell the promise; persuade by describing the pain so acutely the prospect feels seen.
- "If you can describe their pain better than they can, they'll assume you have the solution."
- Use specific micro-moments of frustration, not generic pain.
C. Utility + Validity
- Content must be both true and useful. Ask: Does this framework apply in most situations? Can the audience act on it?
D. Writing Style
- Short, simple words > complexity.
- Cut filler relentlessly.
- Colloquial tone, write like talking to a friend.
- Draft in layers: get messy first, then refine (Hormozi: "coats of paint").
3. Emotional Triggers to Leverage
- Fear of missing out / regret: "Don't make the mistake I did…"
- Transformation stories: Before → After in concrete detail.
- Relief / control: "Finally, I don't have to worry about X."
- Identity & belonging: "Every new mom needs this…" / "Dog parents get it."
- Mini moments: The moment of embarrassment, frustration, or breakthrough.
4. Scriptwriting Do's & Don'ts
Do's
- Write for 1 person, not an audience.
- Use spoken language, not written prose.
- Layer proof (visual + testimonial + stat).
- Always give 2-3 hook options per script.
- Match tone to platform (TikTok = casual, IG = aspirational, Meta = benefit-heavy).
Don'ts
- Don't oversell or sound "salesy."
- Don't lead with product features; lead with the human story.
- Don't make it abstract, always concrete and specific.
- Don't let creators "wing it", scripts need scaffolding even if delivery is natural.
5. Plug-and-Play Templates
Problem-Aware Template
- Hook: "I wasted $200 on X until I found this…"
- Problem: "Every [category] failed because…"
- Solution: "This one works differently, here's why."
- Proof: "5,000+ reviews / before & after."
- CTA: "Tap below to get yours."
Unaware / Curiosity Template
- Hook: "POV: You've never heard of this weird trick…"
- Curiosity lead: "Most people don't know this exists."
- Reveal: Introduce product as the surprising solution.
- Proof: Demo results visually.
- CTA: Direct & urgent.
6. Creative Strategist Lens
- Scripts are blueprints, not word-for-word. Creators need freedom, but structure ensures conversion.
- Always align to awareness level. Don't pitch hard to unaware audiences; lead with curiosity.
- Every script = multiple variants. Hooks, CTAs, and proof points should be modular for testing.
- Think like an engineer (Hormozi), break the ad into levers (hook, pain, proof, CTA) and test systematically.
TL;DR for Claude
When generating UGC scripts:
- Always start with 2-3 hook variants.
- Make every line feel like a hook to the next line.
- Use micro-moments of pain and unique mechanisms as persuasion.
- Write like a friend talking to a friend.
- Scripts should follow: Hook → Lead → Pain → Solution → Proof → CTA.
- Keep it concrete, testable, ownable.Det var det hele! Hos Curve skalerer vi skandinaviske brands forbi 200 000 kr i månedligt adspend og sænker samtidig CPA. Se, hvordan vi arbejder med street interview ads og UGC, udforsk vores cases, eller læs mere på bloggen.
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