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Book a meetingYou can have a small assistant with full access, right in your pocket. I spent over 4 months systematizing this across the agency, and now I am sharing the setup: exactly how to set up Claude Cowork, with skill documents and examples from how we run it internally for 20+ Norwegian brands.
You can copy the structure straight into your own Claude account. That gives you a smart AI assistant, and it cuts the time spent correcting AI output by 60-80%.
What you get in this guide:
In regular Claude chat, Claude responds to what you write but cannot touch your files. It tells you how to do something. In Cowork, you give Claude access to a folder on your machine. It can then read, edit and create files itself, so it actually does the work instead of describing it.
| Regular chat | Cowork |
|---|---|
| Responds to messages | Completes tasks from start to finish |
| No access to files | Reads, edits and creates files in the folders you give it |
| You copy output manually | You get a finished document back |
| Back-and-forth | Like leaving a note for a colleague |
Cowork runs in the Claude desktop app (Mac and Windows). It can also connect to connectors (Gmail, Calendar, Drive, Slack), run scheduled tasks, and you can even send tasks from your phone to your machine via Dispatch. Watch the video walkthrough here: Intro to Claude Cowork (YouTube).
Many marketers are looking for automation that creates ads on autopilot. That is still many years away. Good ads require strong creative strategy, and AI tools only deliver good results if they are fed proper background knowledge about the brand and the subject matter, along with solid examples.
A context library gives Claude the same "instinct" and experience as a skilled strategist, but only if you invest enough time in documenting everything you learn, believe and know.
The difference between Cowork and Projects (the old way): instead of uploading documents to a project, you save your context documents as text files in a folder on your machine. Cowork gets access to the folder and uses the documents as reference every time it works. That means your documents live locally, can be updated at any time, and are used across every task Cowork does for you.
Cowork does not run in the browser. You need the desktop app (Mac or Windows). Log in with your Claude account (requires Pro, Max, Team or Enterprise).
Create a folder on your machine, for example Claude-Cowork/ with subfolders per brand or per task type:
Claude-Cowork/ ├── context/ │ ├── static-headlines-context.txt │ └── ugc-scripts-context.txt ├── skills/ │ └── (ready-made skills you download, see separate section) ├── brand-X/ │ ├── brand-context.txt │ ├── top-performers.txt │ └── output/ └── brand-Y/
Tip: Keep the context documents in a separate context/ folder. That way several brands can share the same subject matter knowledge.
Further down in the guide you will find two ready-made context documents (Static Headlines and UGC Scripts). Here is how to turn them into files:
In addition, create these three core documents per brand (write them yourself or get Claude to help):
In Cowork, you choose which folder Claude gets access to. Point it at Claude-Cowork/. Claude can now read everything in the folder and write new files wherever you tell it.
When you start a task, tell Claude where the context lives. For example:
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 let Cowork pull and use data from the tools you already use.
Once they are on, you can ask for things like:
"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."
Privacy: You explicitly decide which folders and connectors Claude can see or change. Only grant access to what you actually need.
Watch the video demo here: Scheduled tasks and Dispatch (YouTube).
Context documents tell Claude what it should know. Skills tell it how to do a specific job, step by step, every time, the same way.
A skill is simply a folder with a SKILL.md file (plus any helper files) that describes a workflow. When it sits in a folder Cowork has access to, Claude picks it up automatically when the task fits.
Here is how to add a skill:
Claude-Cowork/ ├── context/ ├── skills/ │ ├── skill-name-1/ │ │ └── SKILL.md │ └── skill-name-2/ │ └── SKILL.md └── brand-X/
I am sharing several of the same skills we use internally at Curve for 20+ Norwegian brands. Drop them in your skills/ folder and you are up and running:
This section is updated continuously, more skills are coming.
Copy everything in the box below into one text file and save it in your context/ folder (for example static-headlines-context.txt). When you work on static ads, ask Cowork to read this file first.
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.Copy everything in the box below into one text file and save it in your context/ folder (for example ugc-scripts-context.txt). When you write UGC scripts, ask Cowork to read this file first.
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.That is it! At Curve we scale Scandinavian brands past 200 000 kr in monthly ad spend while lowering CPA at the same time. See how we work with street interview ads and UGC, explore our cases, or read more on the blog.
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