My ad script template.

01One ad can't talk to everyone anymore

Meta's ad engine, Andromeda, decides who sees an ad by reading the ad itself. An ad that talks to everyone gives it nothing to match on, so it goes out to everyone and lands with no one in particular. An ad that opens by naming one kind of person gets shown to more people like that person.

That's the pattern in the Hormozi ads I talked about in the Reel: the first few seconds tell you exactly who the ad is for. So the rule I work to is simple. One offer, one ad per persona.

• Same offer in every ad. Only the person, their situation and their reason to buy change.
• Keep the audience broad. The opening line does the targeting, not an interest list.
• Each persona is its own concept. Different concepts reach different people. Small edits to one ad don't.

02The script has three parts

What a good persona line sounds like

Building the offer

Alex Hormozi's value equation from $100M Offers is a good checklist for this part. People want an offer more when:

• the outcome is bigger,
• it's more believable (this is where your proof goes),
• it comes faster,
• and it takes less effort.

Cover each one in a line, not a paragraph. Twenty seconds goes fast.

03The fill-in template

Copy it, fill in the brackets once per persona, and read it out loud. If it sounds like an ad, rewrite it until it sounds like you.

PERSONA (0–3 sec)
If you're a [who they are, in their words] who [the situation they'd say out loud]…

OFFER (3–20 sec)
…here's what we do: [what they get].
So you [the outcome they want], in [how long].
[One line of real proof: a number, a review, a before and after.]
And [what makes it easy or safe: a guarantee, a trial, no contract].

CTA (last 3–5 sec)
[One action: tap Book now / send us "WORD" / tap the link.]
You'll [what happens next]. [Why now, only if it's true.]

04One offer, three ads

Example only: a made-up fitness studio in Dubai with one offer, a 14-day trial for AED 99. Same offer, three people, three ads.

The CTA stays the same in all three: “Tap Book now, pick a time, and your first session is this week.”

05Where your personas come from

Don't invent them in a meeting. Your customers have already told you who they are.

• Reviews: what people were struggling with before they bought.
• DMs and WhatsApp: the questions people ask before they buy.
• Sales calls: the objections, word for word.
• Your best customers: who buys the most, stays the longest, and sends you referrals.

Write the persona line in their words, not yours. Start with 3 to 5 personas per offer.

06How to launch them in Meta

1. Each persona is one concept

   Give it its own ad set in your Test campaign, with 2 to 4 ads: the same script with different opening lines or formats.

2. Keep the targeting broad

   Don't narrow the audience to match the persona. The script does that. Set location or age limits only where the offer or the law requires them.

3. Name ads by persona

   For example C12_Persona-DeskWorker_Reel_HookQ_v1, so you can see which person wins, not just which file.

4. Judge them with your kill and scale rules

   Winners move to Scale. The persona that wins tells you who to make your next ads for.

The full structure, budgets and kill rules are in my campaign strategy guide.

07Let Claude write your scripts

Paste this into Claude and replace the parts in brackets. The more real customer words you give it, the better the persona lines get.

You're my direct-response scriptwriter for Meta ads (Reels, 20 to 30 seconds).

MY BUSINESS
What I sell: [product or service + price]
My offer: [what they get, any guarantee, any deadline that's real]
Market: [city/country, language]
What customers say: [paste 5 to 10 reviews, DMs or sales-call notes]

DO THIS
1. From what customers say, pull out 4 distinct personas. For each: who they are, the situation that makes them buy, and the exact words they use.
2. For each persona, write one script in three parts:
   - Persona (0–3 sec): an opening line that names them.
   - Offer (3–20 sec): what they get, the outcome, one line of proof, what makes it easy.
   - CTA (last 3–5 sec): one action and what happens next.
3. Give 2 alternative opening lines per script.
4. Suggest what's on screen for each part.

Write the way people talk. No hype words. Only use proof I gave you; if something is missing, write [ADD PROOF].

Check before you film

• The first sentence names one persona, and that person would say “that's me”.
• One offer, explained in one breath.
• At least one line of proof, and it's real.
• One CTA, and it says what happens next.
• Captions burned in, so it works on mute.
• Shot vertical (9:16), with text away from the edges.
• Two opening lines ready to test.