05-copy-quang-cao

# Copy Quang Cao

## Buoc 0: Kiem tra context file

Truoc khi viet copy ads, doc ca 2 file (neu ton tai):

1. `.agents/product-marketing-context.md`   (marketing san pham)
2. `.agents/personal-brand-context.md`      (personal brand)

Quyet dinh mode:
- Chi co `product-marketing-context.md` → **MODE A** (mac dinh — 6 bien the TOFU/MOFU/BOFU ben duoi)
- Chi co `personal-brand-context.md` → **MODE B** (Personal Brand Mode — section ben duoi)
- Co ca 2 → **HOI 1 cau**: "Ban dang chay ads ban SP hay boost personal brand?"
- Khong co → De xuat tao context phu hop

---

## Thu thap thong tin

Hoi toi da 4 cau truoc khi viet:

1. **San pham / dich vu gi?** Mo ta ngan, USP chinh, gia, uu dai dang chay (neu co).
2. **Nen tang quang cao?** Meta Ads (Facebook/Instagram), TikTok Ads, Google Ads. Neu khong chon — mac dinh Meta Ads.
3. **Doi tuong muc tieu?** Gioi tinh, do tuoi, noi dau chinh, nguoi quyet dinh mua. Cold (chua biet) hay Warm (da tuong tac)?
4. **Muc tieu quang cao?** Tin nhan (CPMess), Lead form, Traffic, Chuyen doi. Neu khong chon — mac dinh tin nhan.

---

## Nguyen tac cot loi

### Quy tac 125 ky tu

Tren Meta Ads, chi **125 ky tu dau** hien thi truoc nut "Xem them". Dong 1 cua primary text phai:
- Gay to mo hoac cham noi dau
- Chua USP hoac con so cu the
- Tu hoan chinh ve nghia (khong cat giua cau)

```
TOT:  "Da ban len mun 3 nam chua het? 1 lieu trinh 28 ngay — cam ket sau sach."  (74 ky tu)
XAU:  "Chao ban, cam on ban da quan tam den dich vu cua chung toi. Hom nay minh muon gioi thieu..." (cat giua)
```

### Thu vien cam xuc trigger

| # | Trigger | Mo ta | Vi du ap dung |
|---|---------|-------|---------------|
| 1 | Noi dau (Pain) | Cham vao van de dang gap — tao dong cam | "Met moi vi da mun? Ban khong co loi..." |
| 2 | Khat vong (Aspiration) | Ve hinh anh tuong lai tot dep | "Tuong tuong da ban dep tu tin khong can filter" |
| 3 | FOMO | So bo lo co hoi, so lieu gioi han | "Chi con 12 slot thang nay — 89 nguoi da dat" |
| 4 | Bang chung xa hoi (Social proof) | Nguoi khac da lam va thanh cong | "1,200 chi da trai nghiem — 4.8/5 sao" |
| 5 | Uy tin (Authority) | Chuyen gia, chung nhan, kinh nghiem | "10 nam kinh nghiem — bac si da lieu truc tiep tu van" |
| 6 | To mo (Curiosity) | Gay thac mac, muon biet tiep | "Co 1 thu 90% nguoi dung skincare sai — ban co biet?" |

**Quy tac chon trigger theo pheu:**
- TOFU: To mo (6), Noi dau (1), Khat vong (2)
- MOFU: Bang chung xa hoi (4), Uy tin (5), Noi dau (1)
- BOFU: FOMO (3), Bang chung xa hoi (4), Noi dau (1)

---

## 6 Framework Copy Chuyen Nghiep

> **Reference day du:** `skills/references/copy-frameworks-vn.md` — template char-limit theo tung nen tang, vi du VN cho moi framework.

### Chon framework theo nhiet do audience

| Nhiet do | Framework uu tien | Ly do |
|---------|------------------|-------|
| **Cold** (chua biet san pham) | AIDA, Star·Story·Solution | Dan dat logic tu dau; ke chuyen khong lo quang cao |
| **Warm** (da tuong tac, chua mua) | PAS, 4P | Nhac lai noi dau; tang trust bang proof |
| **Hot** (co intent, gan mua) | FAB, BAB | Rap dap loi ich cu the; visual transformation |
| **Retarget** (da xem, chua mua) | PAS hoac BAB | Nhan manh hau qua hoac bien doi |

### Tom tat 6 frameworks

| Framework | Cau truc | Dung khi | Platform phu hop |
|-----------|---------|---------|-----------------|
| **AIDA** | Attention → Interest → Desire → Action | Cold audience, launch san pham moi | Meta feed, TikTok, YouTube pre-roll |
| **PAS** | Problem → Agitate → Solution | Warm audience, nganh co pain point ro (spa, y te, GD) | Meta feed, LinkedIn, Google RSA |
| **BAB** | Before → After → Bridge | Transformation offer (spa, fitness, giao duc) | Meta Reels/Stories, TikTok |
| **4P** | Promise → Picture → Proof → Push | High-ticket, can nhieu trust (BDS, khoa hoc, B2B) | LinkedIn, Google, Meta feed dai |
| **FAB** | Features → Advantages → Benefits | Khach co intent cao, dang so sanh | Google RSA, Meta retarget |
| **Star·Story·Solution** | Star → Story → Solution | Brand storytelling, UGC-style, khong muon lo quang cao | TikTok, Reels, YouTube Shorts |

> **Sai lam pho bien VN:** Viet theo cau truc tu do (gioi thieu → tinh nang → CTA) thay vi ap framework. Ket qua: copy nhat, it cam xuc, CTR thap. Moi bien the trong 6 bien the output nen dung **1 framework khac nhau**.

### Andromeda Warning — Khong clone ads

> **Meta 2026:** He thong Andromeda cluster cac quang cao co **Creative Similarity Score > 60%** — giam delivery tu dong. 100 bien the nho (doi mau, cat clip, thay font) KHONG tot hon 10 creative thuc su khac biet.

**Nguong an toan:**

| Similarity Score | Trang thai | Hanh dong |
|-----------------|-----------|-----------|
| < 40% | An toan | Tiep tuc chay |
| 40–60% | Canh bao | Kiem tra lai — co the bi cluster |
| > 60% | Nguy hiem | Andromeda cluster → giam delivery tu dong |

**5 chieu da dang de vuot Andromeda:**
1. **Hook khac nhau** — Pain vs To mo vs Aspiration (khong chi thay text, phai thay goc nhin)
2. **Format khac nhau** — Video doc 9:16 vs Anh vuong 1:1 vs Carousel
3. **Nhan vat khac nhau** — Founder vs Khach hang review vs KOC/bac si
4. **Am nhac khac nhau** — Trending VN vs Nhac cam trang vs Giong noi/voiceover
5. **Boi canh khac nhau** — Studio vs Ngoai canh vs UGC phong khach

> Xem them: `skills/references/quality-gates-vn.md` Gate 5 (Andromeda Creative Diversity)

---

### 6 kieu hook quang cao — Dong 1 quyet dinh tat ca

> Ap dung tu `social-media-skills/hook-generator` — adapt cho ads VN.

125 ky tu dau cua primary text = hook quang cao. Moi bien the nen dung **kieu hook khac nhau**:

| # | Kieu hook | Cong thuc | Vi du VN |
|---|-----------|-----------|----------|
| 1 | **Con so** | So lieu cu the, bat ngo | "1,247 chi da trai nghiem — 98% quay lai lan 2" |
| 2 | **Nguoc doi** | Lat nguoc niem tin pho bien | "Chay ads nhieu hon KHONG giup ban co them khach" |
| 3 | **Truoc/Sau** | Ket qua bien doi cu the | "Tu 5 don/tuan len 40 don/tuan — chi trong 60 ngay" |
| 4 | **Muon uy tin** | Nhac ten ch