Ten Angles Copy

---
name: ten-angles-copy
description: Turn one persona into ten genuinely different ad arguments using the 10-angle system, each with its fill-in formula and a written hook. Use when asked for ad angles, different ways to sell the same product, hook ideas, ad concepts, fresh arguments for a tired campaign, messaging variations, or someone says 'all my ads say the same thing'. For building the persona first, see pqr-persona-builder. For scaling angles into a full matrix, see bulk-ad-variations. For the finished creative, see meta-ads-creative.
metadata:
  version: 1.0.0
---

# Ten angles copy

Same product, same person — ten different arguments for why they should care. One
angle calls out their pain. Another challenges what they believe. Another shows
proof. **Each one is a fresh door into the same room.**

This matters more in 2026 than when it was written: Meta's delivery system now reads
the creative to decide who sees it and penalises lazy variations. Ten genuinely
different arguments is exactly the diversity the algorithm rewards.

## Before you start

| Input | Why |
| --- | --- |
| A PQR persona — Problems, Questions, Roadblocks, Results | Each angle pulls from a specific block |
| The offer — product, promise, deal | Angles argue toward something concrete |
| Real proof, if any — results, numbers, testimonials | Proof and Number angles need it; without it they get dropped |

No persona? Stop and build one with **pqr-persona-builder** first. Angles written
from the product sheet instead of the person produce ten rewordings, not ten angles.

## Step 1 — Fill each formula from the persona

| # | Angle | Fill-in formula | Pulls from |
| --- | --- | --- | --- |
| 1 | **Callout** | If you are [person] who [situation], read this. | Demographics + Problems |
| 2 | **Enemy** | It is not [what they blame]. It is [real enemy]. | Roadblocks — what they *wrongly* blame |
| 3 | **Mistake** | [Number] mistakes [person] make with [thing]. | Roadblocks — what they tried that failed |
| 4 | **Secret** | The [thing] nobody tells you about [goal]. | Questions — what they search and cannot find |
| 5 | **Proof** | From [bad before] to [good after] in [time]. | Results — a real, supplied before/after |
| 6 | **Compare** | [Old way] vs [your way]. | Roadblocks — the alternative they weigh |
| 7 | **Number** | [Number]. [Number]. [Number]. | Results, quantified — real figures only |
| 8 | **Question** | Why do [person] still [painful outcome]? | Problems, stated as the painful question |
| 9 | **Confession** | I [had the problem] and here is what changed. | Problems, told in first person |
| 10 | **Future** | Imagine [future] instead of [current pain]. | Results, painted as the after-state |

Worked hooks from the corpus (job-skills course): *"Graduated in 2025. Still no job
offer."* (Callout) · *"Your degree is not the problem. The skill gap is."* (Enemy) ·
*"From 50 rejections to 3 offers in 30 days."* (Proof) · *"2,000 students. 30 days.
1 skill that pays."* (Number).

## Step 2 — Drop what cannot be filled honestly

| Drop | When |
| --- | --- |
| Proof | No real before/after exists yet. Never fabricate one |
| Number | No real figures available. Do not invent them |
| Confession | No genuine first-person story, or the voice is corporate |
| Compare | Naming the alternative creates a legal or policy problem |

Say which you dropped and why — a silently missing angle looks like an oversight.

## Step 3 — Check the ten are actually ten

Read the hooks in a row. Each must make a **different argument**, not restyle the
same one. The tells of angle drift:

- A "Mistake" hook that is really a Proof claim
- Product-first phrasing ("Our 30-day course teaches…") — the angle is the way in,
  not the product
- Two hooks that could swap angles without anyone noticing

## Output

```
# Angles: <product> × <persona name>

| # | Angle | Hook (filled formula) | Persona block used | Status |
| 1 | Callout | "..." | Problems | ready |
| ... 10 rows, or fewer with drops explained ...

Dropped: <angle — reason> (if any)
Proof/Number sources: <where each figure came from>
Next: hand the table to bulk-ad-variations for the matrix,
      or meta-ads-creative for a single finished creative.
```

## When it breaks

| What you see | What it means | The fix |
| --- | --- | --- |
| Ten hooks all sound the same | Written from the product, not the persona | Refill each formula from its named PQR block |
| Hook mixes two angles | Formula paraphrased instead of filled | One angle per hook, strictly — re-read the formula |
| Proof angle has no proof | Fabrication risk | Drop it and say so. Never invent results |
| Hooks are grammatical but flat | Persona words replaced with marketing-speak | Pull the verbatim phrases from Problems and Questions |
| Client rejects the Enemy angle | The named enemy is a partner, platform, or protected group | Pick a safer real enemy — a habit, a myth, an old method |
| All ten approved, campaign still tired | Angles vary but format does not | Vary format too — see meta-ads-creative's variety step |

Never pad back to ten by inventing what step 2 dropped. Eight honest angles beat
ten with two fabrications — one false proof claim poisons trust in the other nine.

## Rules

- **One angle per hook**, because a hook mixing Enemy and Proof lands as neither.
- **Angles argue the way in, never the product first** — the product appears after
  the door is open.
- **Proof and Number use only supplied figures**, because an invented statistic in
  an ad is a legal problem, not a copy choice.
- **Persona words over marketing words**, because the customer stops for their own
  vocabulary and scrolls past yours.
- **Declare drops**, because a silently missing angle reads as an oversight instead
  of a decision.

## Related skills

- **pqr-persona-builder** — build the persona these formulas pull from.
- **bulk-ad-variations** — multiply approved angles across personas and offers.
- **meta-ads-creative** — turn one angle into a finished, checked creative.