> ## Documentation Index > Fetch the complete documentation index at: https://docs.stefanbrain.com/llms.txt > Use this file to discover all available pages before exploring further. > ## Agent Instructions > Follow the content contract in AGENTS.md. > Treat text as the canonical explanation; video and screenshots enhance it. > Do not publish unverified product behavior or duplicate an existing canonical article. # Turn a reference ad into a script your editor can use > Develop an original script from a reference, write hooks that connect to its body, and hand off the complete version with visual notes. ## The result you want Turn a reference ad into an original script for your Product, then give your editor one complete brief. You will choose a direction, compare opening hooks, and keep spoken copy separate from production notes. ## Practical use cases Use an ad's structure to develop your own script without carrying over another Product's claims or offer details. Develop different openings with a clear transition, so you can judge each hook without rewriting the rest of the script. Deliver the full spoken script, visual notes, and asset list together so your editor does not have to reconstruct the work from earlier messages. ## Before you start Have a reference script or transcript, your Product facts, and a clear audience and offer. Include a brand-voice example when you want a particular spoken style. For visual pacing or scene analysis, start with [Analyze a video ad](/knowledge-base/creative-strategist-research/analyze-a-video-ad). If you already have a script you want to keep, skip to **Write hooks that connect to the body**. ## Build your script from the reference From Home, open Chat and paste or attach the reference. Ask for the structure before a rewrite so you can choose what is worth adapting: ```text wrap theme={"system"} Break this reference into its hook, story progression, proof, and CTA. Explain each section's job and how it leads into the next one. Separate the reusable structure from the original brand's wording and Product details. Don't draft our version yet. ``` Check the breakdown against the reference. Then select your Product and add the campaign brief. Use the reference for structure and your own sources for facts. Ask for an outline to check the message before committing to the full script: ```text wrap theme={"system"} Use this structure to outline an original ad for the selected Product and [audience]. Use our brief for the offer and proof. Show the main message and evidence needed in each section. Flag missing facts instead of filling them in. ``` Choose the outline that fits your buyer, then turn it into spoken copy: ```text wrap theme={"system"} Write the full [target length] script from this outline. Use the attached voice example for tone, but write original copy. Keep our offer facts unchanged and put suggested visuals separately from the spoken words. ``` ## Write hooks that connect to the body A hook needs to lead into the script you are actually using. Show the opening and transition beside the body's first sentence before selecting a version. Use this request to compare openings while keeping the rest of the ad fixed: ```text wrap theme={"system"} Give me 20 distinct hooks for this script. Vary the opening approach while keeping the body, offer, and CTA unchanged. For each hook, write a transition into the body's first sentence. Show the hook, transition, and that first sentence together so I can read the connection. Each opening should fit the same audience without introducing a promise the body never delivers. Group similar approaches, replace repetitive options, and recommend five to review first. ``` Review the full set, then shortlist the strongest connections. Start with 10 options for a narrower brief or 20 when you want to explore more directions. ### Worked example: different openings, one body For this fictional example, the Product is an undated weekly planner with space for three priorities. The body begins: > This undated weekly planner puts your three priorities beside the rest of your week. | Approach | Hook | Transition into the body | | - | - | - | | Recognize a familiar problem | Your to-do list got longer. What actually matters this week? | Start by giving those priorities their own place. | | Contrast two approaches | Another blank page, or a place to plan the week? | If you want some structure, start with your priorities. | | Ask a focused question | Which three things do you want to move forward this week? | Put them somewhere you can see alongside everything else. | These examples show three approaches you could compare within a larger batch. Read each row followed by the same first body sentence. Each leads into the planner's layout without requiring a new offer or a different script. An opening such as "How to finish your work twice as fast" would need different support. The body above explains a layout, not a measured speed improvement. ### Fix a weak connection If an opening introduces the wrong idea, revise that connection rather than asking for another full script: ```text wrap theme={"system"} Keep hook 2, but its transition changes the subject. Rewrite only the transition so it leads into the existing first body sentence. Keep the body and CTA exactly as they are. ``` Read the combination aloud. If it repeats the same point or switches to a new problem, tighten the transition or choose another hook. ## Create one complete editor brief Once you choose the opening, ask for a self-contained handoff. Your editor needs the actual script, not instructions to find "the version above." ```text wrap theme={"system"} Combine the selected hook and transition with the final body and CTA. Return the full script in a two-column table: spoken copy and suggested visuals. Above the table, include the audience, message, placement, and target length. Below it, list the assets needed and any open production questions. Include optional on-screen text separately only where it helps the viewer. Make the brief usable by an editor who has not read this Chat. ``` ### Example of a complete short script For the planner example, the brief could specify: people planning their working week; a vertical social ad; a target of about 20 seconds; and a CTA to view the layout. | Spoken copy | Suggested visuals | | - | - | | Your to-do list got longer. What actually matters this week? Start by giving those priorities their own place. | Open on a crowded to-do list, then bring the planner into view. | | This undated weekly planner puts your three priorities beside the rest of your week. Write them in, then plan around them. | Show the actual weekly layout. Write three priorities in their section, then add the week's appointments. | | Take a look at the weekly layout. | Hold on the open planner with a clear view of the page. | Assets needed: the planner, a pen, a desk setup, a close-up of the weekly layout, and the destination link. Read the full script aloud to check timing before production. ## Check the handoff before sending it * **One selected version:** the hook, transition, body, and CTA belong together. * **Complete copy:** every spoken line is included, with no references to earlier drafts. * **Usable visual notes:** each shot supports its spoken line and names the assets needed. * **Accurate details:** Product features, offer terms, and links match your sources. * **Clear next action:** your editor knows what to produce and which questions still need an answer. If the brief omits a section, ask for that exact section to be restored from the selected version, then request the consolidated brief again. ## Next steps * [Carry the brief into another Chat](/knowledge-base/chat/give-chat-the-right-context#carry-useful-context-into-a-new-chat) * [Review the script with Copy Chief](/knowledge-base/creative-strategist-research/review-copy-with-copy-chief) * [Develop static-ad concepts from a reference](/knowledge-base/images/create-native-ad-concepts-from-winning-ad) This documentation is built and hosted on [Mintlify](https://mintlify.com), a developer documentation platform.