{
 "schema": "aiblocks-page/1",
 "id": "trigger-to-payoff-ad-structure-planner",
 "type": "skill",
 "name": "Ad message sequence planner",
 "summary": "Plan an ad structure around trigger, emotion, evidence and payoff. Get a video timeline or static layout brief for your product and buyer.",
 "headline": "Ad message sequence planner",
 "subhead": "Give it your product, your buyer and where the ad sits in the funnel. It works out the trigger, emotion, evidence and payoff. You get an ad brief with a video timeline or a static layout.",
 "job": {
  "id": "plan-ad-tests",
  "name": "Plan what ads to test"
 },
 "level": "intermediate",
 "thinking": "medium",
 "tested": true,
 "updated": "2026-11-04",
 "first_published": "2026-10-25",
 "inputs": [
  {
   "type": "product_data",
   "required": true,
   "label": "Product data",
   "what": "one product's facts: price, variants, ingredients or materials, how it is used, photos by job"
  },
  {
   "type": "persona",
   "required": false,
   "label": "Persona",
   "what": "a buyer grounded in real review language: problem, trigger, wants, doubts, words they use"
  },
  {
   "type": "voc_reviews",
   "required": false,
   "label": "Voc reviews",
   "what": "customer words from reviews, tickets, surveys or calls, with source and date"
  },
  {
   "type": "brief",
   "required": false,
   "label": "Brief",
   "what": "a creative brief: goal, audience, angle, offer, mandatory claims (by ID), formats"
  }
 ],
 "outputs": [
  {
   "type": "brief",
   "required": true,
   "label": "Brief",
   "what": "a creative brief: goal, audience, angle, offer, mandatory claims (by ID), formats"
  }
 ],
 "you_give": [
  "Your product and a one-sentence description",
  "Your audience",
  "Funnel position: prospecting, mid or retargeting",
  "Your existing ad (optional)"
 ],
 "you_get": [
  "A named trigger, emotion, evidence and payoff for your ad",
  "A video timeline, static layout or carousel layout that places each part",
  "A list of the proof you have and the proof that is missing",
  "Production notes for whoever makes the ad"
 ],
 "use_when": [
  "You are planning a new video, static or carousel ad and need a clear structure.",
  "You have a product and buyer but do not know what the ad should open with.",
  "A current ad is not working and you want to check which of the four parts is weak.",
  "You need a brief to hand to an editor or designer."
 ],
 "skip_when": [
  "You want brand awareness with no proof to show: the planner flags weak evidence as a brand problem, so fix the proof first or talk to your client.",
  "You need a finished script or final copy: ask your AI to write it from the brief once you have approved it.",
  "You need a media buying or budget plan: use a person or tool that handles ad spend, because this brief has no budget or targeting.",
  "You need a shot-by-shot video list: use the Video ad shot list maker once the brief is approved."
 ],
 "output_sample": {
  "input": [
   "Your product and a one-sentence description",
   "Your audience",
   "Where the ad sits in the funnel: prospecting, mid or retargeting",
   "Your existing ad (optional)"
  ],
  "output": [
   {
    "name": "Trigger",
    "contains": "The specific moment or event the ad opens with, picked from one to three triggers."
   },
   {
    "name": "Emotion",
    "contains": "The main feeling the ad creates, picked from one or two emotions."
   },
   {
    "name": "Evidence",
    "contains": "The proof the buyer needs, what you have, what is missing, and where it appears in the ad."
   },
   {
    "name": "Payoff",
    "contains": "The main outcome the buyer expects, with one or two smaller ones, and where it is stated."
   },
   {
    "name": "Structure Timeline or Layout",
    "contains": "A video timeline from hook to call to action, or a static or carousel layout, step by step."
   },
   {
    "name": "Production Notes",
    "contains": "What you need to make the ad. Cost lines need your own quotes."
   }
  ]
 },
 "how_to_use": [
  "Open Claude, ChatGPT or Gemini and paste the skill into the chat. No code, files or paid tools are needed.",
  "Paste your product, audience and funnel position. Add your current ad if you have one.",
  "Say whether you want a video, a static ad or a carousel.",
  "Read the Evidence section first. If it lists missing proof, add approved proof before you make the ad.",
  "Check every claim in the brief against your own facts, then hand it to your editor or designer."
 ],
 "checks": [],
 "next": [
  {
   "name": "Paid campaign builder",
   "url": "https://useaiblocks.com/skills/paid-campaign-builder",
   "why": "Plan what to test"
  }
 ],
 "source": null,
 "credits": [],
 "files": [
  "references/teep-framework-card.md",
  "references/teep-framework-prompt-pack.md",
  "references/teep-framework-sample-output.md",
  "references/teep-framework-when-to-use.md",
  "references/teep-worksheet.md"
 ],
 "links": {
  "page": "https://useaiblocks.com/skills/trigger-to-payoff-ad-structure-planner",
  "markdown": "https://useaiblocks.com/skills/trigger-to-payoff-ad-structure-planner.md",
  "json": "https://useaiblocks.com/skills/trigger-to-payoff-ad-structure-planner.json",
  "instructions": "https://useaiblocks.com/skills/trigger-to-payoff-ad-structure-planner/SKILL.md",
  "download": "https://useaiblocks.com/skills/trigger-to-payoff-ad-structure-planner.zip",
  "api_item": "https://useaiblocks.com/api/v1/items/trigger-to-payoff-ad-structure-planner",
  "api_document": "https://useaiblocks.com/api/v1/documents/skill/trigger-to-payoff-ad-structure-planner",
  "mcp": "https://useaiblocks.com/mcp"
 }
}