Copywriting

Hooks, headlines and primary text that earn the click.

Fifty fill-in-the-blank hook formulas for Facebook and Instagram ads, grouped by type with examples, plus how to test hooks and measure hook rate.

Oct 21, 20268 min read

How PAS, AIDA and BAB work in Facebook ad primary text, with full examples for two fictional products, plus 4U, FAB and guidance on copy length.

Oct 3, 20266 min read

Put the playbook to work

Find real examples in the ad library and save them to your swipe file.