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Book et mødeMange marketingfolk leder efter automatisering, der skal lave annoncer på autopilot, hvilket åbenlyst ligger mange år ude i fremtiden.
Gode annoncer kræver en stærk kreativ strategi. AI-værktøjer giver kun gode resultater, hvis de fodres med ordentlig baggrundsviden om brandet og fagområdet samt gode eksempler.
Kontekstbiblioteker giver Claude samme næse og erfaring som en dygtig strateg. Men kun hvis du bruger nok tid på at dokumentere alt det, du lærer, mener og kan, i de dokumenter, der beskrives i resten af denne ressource.
PS: Instruktionsdokumenterne længere nede i guiden er skrevet på engelsk, fordi du får bedre resultater fra Claude, når din projektinstruktion er på engelsk. Derfor står de på engelsk her, med danske forklaringer omkring.
Vil du hellere se en videogennemgang? Se Loom-videoen om kontekstbiblioteker her.
Hvert projekt sættes op med tre hoveddokumenter:
Information om brandet: research, unikke salgsargumenter, tone of voice, retningslinjer og positionering.
Et dokument, der i detaljer forklarer, hvordan en konkret kreativ opgave skal udføres, for eksempel at skrive gode overskrifter til statiske billeder, lave scripts eller lave iterationer. Indeholder best practice, psykologiske principper og frameworks. Eksempel: et 27-siders dokument om statiske billedannoncer med forklaring af overskriftsteknik, eksempler fra forskellige brancher (makeup, kosttilskud, træning), og hvorfor de virker.
De bedste annoncer fra tidligere, for eksempel overskrifter, der har virket de seneste 90-365 dage, med kommentarer om, hvorfor de virker. Husk, at det skal være et levende dokument, som altid opdateres med nye annoncer.
De tre dokumenter kobles til Claude sammen med en omhyggeligt formuleret systemprompt, der peger på alt indholdet.
Nedenfor finder du to færdige dokumenter med faglig kontekst, som du kan bruge som udgangspunkt for hvert sit Claude projekt.
Dette projekt tager emotionelle citater fra research og genererer 20+ scroll-stoppende hooks tilpasset brandet, både til UGC-scripts og statiske annoncer.
Kopier alt under denne linje ind i ét dokument, og upload det til projektet!
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 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 <2s.
* Product in Use
* Show product solving the pain point, not just isolated packshots.
* Visual Anchors
* Icons, arrows, or symbols to draw eye to 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 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 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.
Dette projekt forvandler de bedste hooks til komplette UGC-briefs med vinkler, awareness-niveauer og flere scriptvarianter, klar til creators.
Kopier alt under denne linje ind i ét dokument, og upload det til projektet!
Context Document: UGC Scripts & Copywriting for Creative Strategists 1. Core Principles of UGC Ads UGC is not 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 TikTok/IG feed. Avoid polish that screams "ad." Authenticity > perfection. Slight imperfections (ums, natural pauses, handheld filming) build trust. 2. Copywriting Foundations (from 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 (e.g. "strangers" vs "people") can swing 70/30 results. B. Pain = the Pitch * Don't oversell promise; persuade by describing pain so acutely prospects feel 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 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. Example 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 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 down 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.
Når dine projekter er oppe at køre, handler det hele om at fodre dem med bedre kontekst og flere topresultater over tid.
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