# Ad creative brief.

Metagon Growth Starter Kit · file 5 of 7

An ad is one message to one person. This brief makes you decide which message, and which person, before anyone films,
designs or writes a word.

One brief per ad idea. Fill it in before you make anything. If a box stays empty, the ad isn't ready.

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## The brief.

| | |
| --- | --- |
| Ad name | So you can find it in reports later: the idea, the format, the version |
| Who it's for | One person, described by their situation, not by an age bracket |
| What they're dealing with | The problem, in their words (from the worksheet, file 2) |
| What they want instead | The result, in their words |
| The one message | One sentence. If it needs an "and", it's two ads. |
| Why they should believe it | Proof you can show: real reviews, real numbers with a source, the work itself |
| What we must not say | Claims you can't prove, and words your industry's rules forbid |
| The opening | What people see and hear at the very start, before they decide to keep scrolling |
| Format | Video, image or carousel. Length. Shape: upright 9:16 for full-screen phone placements, 4:5 for feeds |
| Where it runs | The placements, and the area or audience |
| Where it leads | The page, and its one job |
| Page match | The page's headline repeats the ad's message |
| Next step in the ad | The words on the button, or the last line |
| How we'll judge it | The one number that decides, and after how long |
| Approved by | Name and date. A person signs off before any money is spent. |

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## Five ways to open an ad.

- Say the problem in the customer's own words.
- Show the result first, then how you get there.
- Answer the question everyone asks before buying.
- Show the work: the hands, the tools, the place.
- Say the honest thing others in your field avoid saying.

Make two or three openings for the same message, so you learn which way in works, not just whether the ad works.

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## Example, made up.

This business does not exist. The details are invented to show what a filled brief looks like.

The business: a two-person bike repair workshop in a mid-sized town. It also sells used bikes that it has checked and
repaired itself.

| | |
| --- | --- |
| Ad name | Winter check · phone video · version 1 |
| Who it's for | Someone who rides to work all year and whose bike starts to rattle and squeak once the weather turns |
| What they're dealing with | "My brakes squeal in the rain and I don't really trust them any more." |
| What they want instead | "I just want it to work every morning without thinking about it." |
| The one message | A winter check that gets your everyday bike ready for dark, wet mornings. |
| Why they should believe it | The video shows the actual check in the workshop: brakes, lights, tyres, chain. The fixed price of the check is in the ad. |
| What we must not say | "Your bike will never break down." Nobody can promise that. |
| The opening | Close-up of a worn brake pad next to a new one, rain on the workshop window. On screen: "When did you last look at these?" |
| Format | 20-second phone video, upright 9:16, subtitles for every word. A still image version for feeds. |
| Where it runs | Social feeds and stories, for people within a short ride of the workshop |
| Where it leads | A page with one job: book a winter check |
| Page match | Page headline: "Winter check for your everyday bike." Same close-up as the ad. |
| Next step in the ad | "book a winter check" |
| How we'll judge it | Booked checks, counted after consent, judged after two weeks |
| Approved by | The owner, before any budget is spent |

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Metagon Growth Starter Kit · metagon.co/growth-program