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

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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.

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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)

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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)

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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 chuyen gia, chung nhan, brand	"Bac si da lieu 15 nam khuyen dung — ly do bat ngo"
5	Thu nhan	Chia se sai lam, bai hoc that	"Toi da tieu 200 trieu chay ads sai — bay gio toi lam khac"
6	Khan cap	Gioi han thoi gian, so luong	"Con 8 slot thang 6 — 34 nguoi dang cho"

Quy tac chon hook theo tang pheu:

• TOFU (cold): Uu tien hook 1 (con so), 2 (nguoc doi) — thu hut chu y
• MOFU (warm): Uu tien hook 3 (truoc/sau), 4 (uy tin) — tang tin tuong
• BOFU (hot): Uu tien hook 5 (thu nhan), 6 (khan cap) — thuc day hanh dong

Kiem tra hook:

• Dong 1 ≤ 125 ky tu va tu hoan chinh ve nghia
• Co con so hoac chi tiet cu the (khong chung chung)
• Gay to mo hoac cham cam xuc — nguoi doc MUON bam "Xem them"
• 6 bien the dung 6 kieu hook KHAC nhau

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Copy Scoring — Cham diem truoc khi giao

Ap dung tu social-media-skills/post-scorer — adapt cho quang cao VN.

Cham 5 tieu chi, moi tieu chi 1–10 diem. Chi giao khi dat ≥ 35/50.

Tieu chi	8–10 diem	5–7 diem	1–4 diem
Hook strength	Gay to mo manh, co con so/chi tiet, khop tang pheu	Chap nhan duoc nhung chua gay an tuong	Chung chung, khong co diem nhan
Cam xuc trigger	Trigger ro rang (Pain/FOMO/Social proof), cam nhan duoc	Co trigger nhung nhe	Khong co trigger, doc xong khong cam giac gi
CTA clarity	CTA cu the, hanh dong ro, 1 buoc duy nhat	CTA co nhung chua cu the	CTA mo ho ("Tim hieu them", "Click vao day")
Compliance	0 vi pham chinh sach	1 canh bao nhe	Co vi pham se bi reject
Platform fit	Dung char limit, giong van khop platform	Gan dung	Sai char limit hoac giong van khong phu hop

Tong	Danh gia	Hanh dong
45–50	Xuat sac	Giao ngay, theo doi hieu suat
35–44	Tot	Giao duoc, ghi chu cai thien
25–34	Trung binh	Chinh lai truoc khi giao
< 25	Yeu	Viet lai tu dau

Moi lan giao copy, them dong: Copy Score: [X]/50 — [Danh gia] vao cuoi file output.

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Quy tac theo nen tang

Quy tac	Meta Ads	TikTok Ads	Google Ads
Do dai primary text	125 char dong 1 + 300–500 char toan bo	80–100 char (text overlay)	Khong co primary text
Headline	Toi da 40 char	Khong co	Toi da 30 char x 3
Description	Toi da 30 char	Khong co	Toi da 90 char x 2
Giong van	Chuyen nghiep nhung gan gui	Tre, tu nhien, nhu noi chuyen	Truc tiep, keyword-driven
CTA button	Chon tu danh sach Meta	Khong co nut — CTA trong text	Khong co nut — CTA trong headline
Hinh anh / Video	1:1 (feed), 9:16 (story/reel)	9:16 bat buoc	Khong ap dung (search)

CTA — Thu tu uu tien

Cu the > chung chung. Hanh dong ro > mo ho.

Muc do	CTA	Khi nao dung
Manh nhat	"Nhan tin ngay de dat lich"	Muc tieu tin nhan, BOFU
Manh	"Dat lich tu van mien phi"	Lead form, MOFU/BOFU
Trung binh	"Xem bang gia chi tiet"	Traffic, MOFU
Nhe	"Tim hieu them"	Awareness, TOFU

Tranh dung: CTA chung chung khong co hanh dong ("Click vao day", "Lien he ngay").

Chinh sach quang cao — Compliance checklist

Quy tac	Chi tiet	Vi pham = bi tu choi ads
Khong cam ket tuyet doi	Tranh "dam bao", "100%", "chac chan"	Co
Khong dung "mien phi" trong headline	Meta flag tu "mien phi" trong headline — dung trong body	Co
Khong dung "khuyen mai" qua nhieu	1 lan trong body — khong lap	Co
Khong nhac den dac diem ca nhan	Tranh "Ban bi mun?", "Ban thua can?" — dung "Nhieu nguoi gap tinh trang..."	Co
Truoc/sau phai thuc te	Khong chinh sua anh truoc/sau qua muc	Co
Khong dung hinh anh nhay cam	Khong close-up mun, da bi thuong, co the lo lieu	Co
Disclaimer bat buoc	Thuc pham chuc nang, y te — can dong disclaimer	Co

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Cau truc ket qua

Thong tin chung

# Copy Quang Cao: [Ten san pham/chien dich]
Ngay tao: [YYYY-MM-DD]
Nen tang: [Meta Ads / TikTok Ads / Google Ads]
Muc tieu: [Tin nhan / Lead / Traffic / Chuyen doi]
Doi tuong: [Mo ta ngan]
USP chinh: [1 cau]

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TOFU — Thu hut (Cold audience)

Bien the 1: [Ten goc do — VD: "Cham noi dau"]

Thanh phan	Noi dung
Trigger	[Pain / Curiosity / Aspiration]
Primary text (125 char)	[Dong 1 — hien thi truoc "Xem them"]
Primary text (day du)	[Toan bo noi dung — 300–500 char]
Headline	[Toi da 40 char]
Description	[Toi da 30 char]
CTA button	[Tim hieu them / Gui tin nhan]
Ghi chu hinh anh/video	[Mo ta creative di kem]

Bien the 2: [Ten goc do — VD: "Gay to mo"]

(Cung cau truc bang nhu tren, khac goc do va trigger)

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MOFU — Thuyet phuc (Warm audience)

Bien the 3: [Ten goc do — VD: "Social proof"]

Thanh phan	Noi dung
Trigger	[Social proof / Authority]
Primary text (125 char)	[Dong 1]
Primary text (day du)	[Noi dung day du — nhan manh bang chung, review, so lieu]
Headline	[Toi da 40 char]
Description	[Toi da 30 char]
CTA button	[Gui tin nhan / Dat lich ngay]
Ghi chu hinh anh/video	[Mo ta creative — nen dung review/truoc-sau]

Bien the 4: [Ten goc do — VD: "Chuyen gia"]

(Cung cau truc, goc do khac)

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BOFU — Chot don (Hot audience + Retarget)

Bien the 5: [Ten goc do — VD: "FOMO"]

Thanh phan	Noi dung
Trigger	[FOMO / Social proof]
Primary text (125 char)	[Dong 1 — nhan manh khan cap, gioi han]
Primary text (day du)	[Noi dung day du — deadline, so luong, uu dai cu the]
Headline	[Toi da 40 char]
Description	[Toi da 30 char]
CTA button	[Dat lich ngay / Gui tin nhan / Mua ngay]
Ghi chu hinh anh/video	[Mo ta creative — nen co so lieu, countdown]

Bien the 6: Retarget — [Ten goc do — VD: "Nhac lai"]

Danh rieng cho nguoi da nhan tin nhung chua dat lich / da xem nhung chua mua.

Thanh phan	Noi dung
Trigger	[Pain + FOMO]
Primary text (125 char)	[Nhac lai — "Hom truoc ban hoi ve [dich vu]..."]
Primary text (day du)	[Noi dung — nhac lai noi dau, bo sung bang chung moi, uu dai gioi han]
Headline	[Toi da 40 char]
Description	[Toi da 30 char]
CTA button	[Gui tin nhan / Dat lich ngay]
Ghi chu hinh anh/video	[Creative khac voi ads lan 1 — tranh ad fatigue]

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Bang tong hop 6 bien the

#	Tang	Goc do	Trigger	Hook 125 char	CTA
1	TOFU	[Goc do 1]	[Trigger]	[125 char]	[CTA]
2	TOFU	[Goc do 2]	[Trigger]	[125 char]	[CTA]
3	MOFU	[Goc do 3]	[Trigger]	[125 char]	[CTA]
4	MOFU	[Goc do 4]	[Trigger]	[125 char]	[CTA]
5	BOFU	[Goc do 5]	[Trigger]	[125 char]	[CTA]
6	BOFU	Retarget	[Trigger]	[125 char]	[CTA]

Huong dan A/B test

Test	Bien the A	Bien the B	Chi so theo doi	Thoi gian test
Hook	Bien the 1	Bien the 2	CTR, CPMess	3–5 ngay
CTA	Bien the 3	Bien the 4	Ti le chuyen doi	3–5 ngay
Offer	Bien the 5	Bien the 6	ROAS, CPA	5–7 ngay

Quy tac test:

• Chi test 1 yeu to/lan (hook HOAC CTA HOAC offer — khong test cung luc)
• Budget test: toi thieu 200K/ngay/bien the
• Du lieu toi thieu: 1,000 impression hoac 50 click truoc khi ket luan
• Thang/thua: chenh lech >20% = co y nghia thong ke

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Lien ket skill lien quan

• 04-script-video — Dung copy ads lam voice-over hoac text overlay cho video ads
• 02-brief-chien-dich — Copy ads la mot phan cua brief chien dich tong the
• 09-insight-khach-hang — Lay noi dau, ngon ngu cua khach de viet copy chinh xac
• 10-tinh-kpi-nguoc — Tinh CPMess muc tieu de danh gia hieu qua copy

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Personal Brand Mode

Mode nay tu dong kich hoat khi co .agents/personal-brand-context.md. Doc context file truoc — lay: niche, audience ca nhan, story arc, brand voice, monetization goal.

Khac biet mode

Yeu to	Mode A (SP)	Mode B (Personal brand)
Pheu	TOFU/MOFU/BOFU (sell)	Awareness / Trust / Authority / Soft sell
Goal	Conversion (mua)	Follower growth, engagement, inbound DM
Tone	Direct, USP-focused	Authentic, story-led, expert
CTA	"Mua ngay", "Inbox"	"Follow them", "Share neu thay dung"
Proof	Reviews, before-after	Personal track record, named drop

6 bien the copy Personal Brand (thay vi 6 SP)

2 Awareness (gioi thieu ban than - cold audience):

Bien the A1 (Founder angle):

• Primary text: "Toi la [ten], 10 nam build company B2B SaaS o VN. Tuan nay toi share 3 bai hoc dat gia nhat sau 5 lan that bai. [link bai]"
• Headline: "5 lan that bai dat tien"
• Description: "Tu CEO 200 nguoi"
• CTA: "Doc them"

Bien the A2 (Coach angle):

• Primary text: "Sau khi coach 200 founder VN, toi nhan ra 1 dieu: 90% sai cung 1 buoc o tuan dau. Toi viet that day du o day. [link]"
• Headline: "1 buoc 90% Founder VN sai"
• Description: "Sau 200 ca coach"
• CTA: "Tim hieu"

2 Trust (mua trust - audience da follow 1-2 tuan):

Bien the T1: Personal story + lesson Bien the T2: Industry insight + framework

2 Soft Sell (audience warm, da co trust):

Bien the S1: Free resource (1-on-1 call, ebook, mini-course) Bien the S2: Waitlist / cohort offer (FOMO nhe)

(Voi moi bien the, viet day du primary text, headline, description, CTA — example concrete cho coach Linh - Public Speaking Coach hoac founder Hung - SaaS Founder)

3 dieu kien CANH BAO truoc khi viet copy ads cho personal brand

1. CANH BAO 1: Audience truoc khi ads.

   • Khong nen chay ads tang follower < 500 follower huu co.
   • Vi sao: chua co social proof, ads khong convert.
   • Fix: tang follower huu co qua 500 truoc, sau do moi ads.

2. CANH BAO 2: Niche xac dinh truoc khi ads.

   • Khong chay ads khi niche con mo ho.
   • Vi sao: target audience sai, burn ngan sach.
   • Fix: chay skill 23 personal-brand-strategy → niche ro rang truoc.

3. CANH BAO 3: Disclosure neu dung AI avatar.

   • Quang cao thuong mai dung AI avatar PHAI disclose theo Nghi dinh 147/2024.
   • Reference: references/ai-video-disclosure-vn.md chuong 1.

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Checklist chat luong

Kiem tra truoc khi giao copy:

• Co du 6 bien the: 2 TOFU + 2 MOFU + 2 BOFU (gom 1 retarget)
• Dong 1 cua moi bien the khong vuot 125 ky tu
• Headline khong vuot 40 ky tu
• Moi bien the dung trigger cam xuc khac nhau
• CTA cu the, hanh dong duoc — khong chung chung
• Khong vi pham chinh sach quang cao (xem compliance checklist)
• Khong dung "mien phi" trong headline
• Khong nhac den dac diem ca nhan ("Ban bi...", "Ban thua...")
• Co ghi chu creative (hinh anh/video) di kem moi bien the
• Giong van phu hop nen tang (Meta vs TikTok vs Google)
• Co huong dan A/B test ro rang
• Retarget copy khac creative voi ads lan 1
• Moi bien the dung dung framework phu hop voi nhiet do audience (Cold/Warm/Hot)
• Khong co 2 bien the nao dung cung framework + cung hook → Andromeda risk
• Creative di kem moi bien the thuc su khac biet — khong chi doi mau/cat clip