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Use reference ads to understand their structure and voice, then write distinct ads around your own Product, audience, and offer. Stefan’s approach puts the work into a reusable setup first. You then outline, write, and improve one concept at a time.

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Practical use cases

Start a native-ad test

Turn competitor references into a writing guide so your first drafts have a clear structure without copying another product’s story.

Expand beyond one idea

Build 20 concepts with different situations and points of view, giving your next creative test more than headline variations.

Keep a batch consistent

Reuse the same voice guide and reference examples so each draft needs less repeated direction.

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Watch Stefan’s workshop

Follow the full workshop or use the player timeline to jump to a section:
  • 5:29 — Collect reference ads.
  • 14:42 — Build your writing guide.
  • 36:03 — Develop concepts and outlines.
  • 54:52 — Write and revise the first ad.
  • 1:28:16 — Develop the next concept.
  • 1:37:08 — Create variations.

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Follow the workflow

1

Set up your Product and Project

Add your Product and create a Project for its native ads. Include the audience, offer, product details, and research you’ll use. Start your writing Chat inside that Project and select the relevant Product.
2

Add your reference ads

Collect five to seven long-form native ads from your brand or competitors. Save the complete copy in one document, label each example, and add it to your Project files.Use competitor ads to study structure and voice. Keep your own Product facts and offer; don’t carry over their testimonials, results, or product claims.
3

Create a reusable writing guide

Extract the useful patterns once so you can apply them across the batch:
Review the guide, save it in your Project files, and add a Project instruction to reference it when writing native ads.
4

Generate 20 distinct concepts

Create a shortlist worth developing before spending time on full drafts:
Keep ideas that make you want to read more and connect naturally to your Product. Set aside concepts that need an unrelated explanation to reach the offer.
5

Review the outline before writing

For one selected concept, check the story’s logic while changes are still easy:
Ask: How does the narrator discover the problem? Why would they believe the explanation? What leads them to try the product?If a transition is missing, ask StefanBrain to study the closest reference example and propose a connection that fits your concept.
6

Write and revise the full ad

Once the outline works, turn it into a complete draft:
Read the entire draft. Fix contradictions, missing context, repetitive sections, and language that drifts from the voice guide. Don’t present invented experiences, credentials, or results as real. Replace them with supported material or clearly hypothetical framing.If length matters, set a target based on your format and references. Check the actual word count rather than relying on the draft’s stated count.
7

Create variations and repeat

Keep the complete draft and test a specific change:
  • Request 10–20 alternative opening lines.
  • Create a version that introduces the central problem earlier.
  • Compare a shorter and longer version when both have a useful role.
Label each version by its concept and change. Then repeat the outline-and-draft process for the next shortlisted concept.If later drafts lose the voice, bring them back to a specific reference:

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Next step

Pair the strongest copy with a relevant image. Use Create native ad concepts from a winning ad to develop image-and-copy directions for your next test.