Making things
Writing strategies
A strategy is what an ad argues for one product and persona: a claim, its proof, the one ad concept that carries it, and message proposals for that concept (headlines, subheadlines and calls to action). Setup does not write strategies. You write the first ones yourself, then make ads from them.
Where do I write one?
- Create → Strategy opens the strategy page. It starts on Brief the strategist: one sentence with the product, the persona and what the strategies lead with. Change any part with its arrow, add your own words under the sentence, and press Write.
- In the Ad creative form, the Strategy row has Write new ones, the same composer.
- On Home, Strategies for you lists your finished strategies, and Write strategies opens the same page. The Brand page lists them too.
The strategist writes three at a time, each in a different ad concept, and takes about a minute. Writing uses no credits, but it needs a paid plan.
What do I do with a strategy?
Open a strategy to read it. Its page starts with the strategy: what the ad argues, in one sentence. Under it is the one ad concept the strategy is written for: a phone with the ad, and beside it the concept's name, why it fits, and the three message proposals, each word with its options as a list: the headline, the subheadline, the button, and the concept's own words such as a before label or a customer quote. Click an option and the phone follows. Make ads with this opens Create with the ad concept and those words already picked. Write 3 more asks for three more message proposals.
Why it works opens the thinking, the facts the strategy stands on, who appears in the ad and what to watch out for. The page is for reading and choosing words. Photos, style and format are picked in the Ad creative form.
How do I change a strategy?
Use Refine with the agent, which opens the agent beside the page, the same agent as on the brand page. Say what should change (“make it about price”, “use another ad concept”) and it answers with a Proposed change showing what would be different. Choose Apply to save it as a new version, or Keep mine to leave the strategy as it is. Nothing changes until you apply. The versions menu at the top of the page steps back to an earlier version and forward again.
When the strategy rests on a fact you marked not true, Update strategy shows up as the main action. It rewrites the strategy in place so it stands on what is still true, and its ad concept gets fresh words. Ads you already made from it keep their words.
Export downloads the strategy's copy as a CSV for a spreadsheet. The heart keeps a strategy close: favourites are collected in Library.