05 copy quang cao skill

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)

Tieu chuan do dong 1 (do duoc, khong cam tinh)

Tieu chi	Nguong dat	Cach kiem tra
Do dai	60-125 ky tu (ke ca dau cach)	Dem ky tu, khong uoc luong
Ky tu thu 126 tro di	Phai roi vao giua cau, khong cat mat y chinh	Doc rieng 125 ky tu dau — van hieu duoc
Vi tri thong tin quan trong	Trong 40 ky tu dau	Doc 40 ky tu dau — da biet noi ve gi chua
Chao hoi / ten brand	0 — khong duoc xuat hien o dong 1	Tim tu "Chao", "Xin chao", ten brand
Con so cu the	>=1 con so hoac chi tiet dinh luong	Co chu so trong dong 1
Thoi gian doc	<=1.5 giay	Doc to len — vuot 1.5s la dai

Cam tuyet doi trong dong 1: "Chao ban", "Ban co biet khong", ten thuong hieu, emoji mo dau, hashtag.

Tu ngu cam trong toan bo copy

Khong dung neu khong co bang chung kem theo: "sieu hot", "khong the bo lo", "hang trieu khach hang tin dung", "so 1 Viet Nam", "tot nhat thi truong", "duy nhat". Neu co bang chung that → viet lai thanh con so: "1,247 khach da dung" thay vi "hang trieu khach tin dung".

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/vi/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/vi/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

Hieu chinh cho ads VN. Chi tiet: skills/vi/references/hook-formulas-vn.md.

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

Thang cham diem hieu chinh 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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Khau viet copy theo tang pheu

Moi tang co luat rieng. Viet sai luat tang = copy khong sai chinh ta nhung khong ra so.

Bang luat tung tang

	TOFU (Cold)	MOFU (Warm)	BOFU (Hot)
Muc tieu	Dat ten van de, khuech dai nhan thuc	Xay trust, khac biet hoa	Chot — offer + urgency
Do dai primary text	100-150 chu	80-120 chu	60-100 chu
BAT BUOC co	Noi dau duoc goi ten cu the	Social proof (so lieu / testimonial / case)	Gia hoac uu dai + deadline + guarantee
CAM co	Gia, bang gia, uu dai	Push ban truc tiep	Noi dung giao duc dai dong
Hook variant A	Pain hook — bat dau bang noi dau, khong gioi thieu brand	Social proof hook — con so / ket qua cu the	Direct offer hook — offer kem con so
Hook variant B	Curiosity hook — cau hoi hoac statement nguoc doi	Objection hook — xu ly lo ngai pho bien nhat	Testimonial close — quote ngan khach that
CTA	"Tim hieu them" / "Xem ngay"	"Dang ky tu van" / "Xem chi tiet"	"Mua ngay" / "Dat lich ngay" / "Toi muon ket qua tuong tu"
Chi so danh gia	CTR, CPM, thruplay	CPC, cost per landing view, add-to-cart	CPMess, CPL, CPA, ROAS

Trinh tu viet (khong dao thu tu)

1. Doc insight truoc, khong viet ngay. Mo 09-insight-khach-hang — lay Pain Map, Objection List, Ngan hang ngon ngu khach hang. Neu chua co → chay skill 09 truoc.
2. Chot 1 message cho 1 ad. Moi bien the chi mang 1 thong diep. Nhoi 3 benefit vao 1 bai = khong benefit nao duoc nho.
3. Viet hook truoc, than bai sau. Viet 6 hook 125 ky tu truoc — chon xong moi viet phan than.
4. Gan framework cho tung bien the. 6 bien the = 6 framework khac nhau (AIDA, PAS, BAB, 4P, FAB, Star-Story-Solution) — tranh Andromeda cluster.
5. Cam con so vao. Moi bien the phai co it nhat 1 con so that. Khong co so that → lay tu 13-phan-tich-du-lieu hoac bo bien the do.
6. Viet CTA cuoi cung. CTA = dong tu + loi ich cu the, khong phai "Lien he ngay".
7. Cham diem Copy Scoring (bang o tren) — <35/50 thi viet lai, khong gui di duyet.

Google Ads — Responsive Search Ad (RSA)

Khi platform la Google Search, output khac hoan toan (khong co primary text):

Thanh phan	So luong	Gioi han	Yeu cau
Headlines	15	<=30 ky tu	15 goc do KHAC nhau theo intent: keyword match, benefit, gia, uu dai, thuong hieu, dia diem, urgency, social proof
Descriptions	4	<=90 ky tu	Benefit + CTA + diem khac biet
Display path	2 doan	<=15 ky tu/doan	Chua keyword chinh

Quy tac RSA: it nhat 3 headline chua keyword chinh xac, it nhat 3 headline khong chua keyword (de Google test). Khong ghim (pin) qua 2 headline — ghim nhieu lam giam Ad Strength.

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Quy trinh review copy truoc khi len camp

Copy khong duoc di thang tu nguoi viet vao Ads Manager. Chay 3 gate — tong thoi gian 20-30 phut.

Gate 1 — Self-check (nguoi viet, 10 phut)

• Dem ky tu dong 1 tung bien the — tat ca <=125
• 6 bien the dung 6 framework + 6 kieu hook khac nhau
• Moi bien the co >=1 con so that, ghi ro nguon so
• Doi chieu tu ngu cam va compliance checklist
• Copy Score >= 35/50, ghi diem vao cuoi file

Gate 2 — Marketing review (leader, 10 phut)

Chuyen sang 62-marketing-review — che do review ads copy. Nguoi duyet cham 4 cau hoi:

Cau hoi duyet	Dat	Khong dat → tra ve
Copy nay co dung tang pheu cua adset se chay khong?		Sai tang → viet lai
Message co khop offer va landing page khong?		Lech message → sua copy hoac sua LP
Con so trong copy co that va co nguon khong?		Bia so → xoa, khong duoc "lam tron len"
Co bien the nao trung goc nhin voi ads dang chay khong?		Trung → thay goc nhin, tranh Andromeda

Ket qua duyet ghi 1 trong 3: DUYET · DUYET CO DIEU KIEN (sua roi chay, khong can duyet lai) · TRA VE (viet lai, duyet lai tu dau).

Gate 3 — Pre-launch check (performance, 5-10 phut)

• Copy da duoc paste dung adset dung tang (52-account-structure)
• Link trong copy co UTM day du (53-tracking-setup)
• Landing page dung copy da duyet — headline LP khop hook ads (12-brief-landing-page)
• Creative di kem dung bien the — khong dung nham anh cua bien the khac
• Bien the retarget dung creative khac ads lan 1

Timeline

Moc	Viec	Nguoi lam
T-5	Nhan brief + insight, bat dau viet	Content
T-4	Nop copy 6 bien the, tu cham diem	Content
T-3	Gate 2 marketing review	Leader
T-2	Sua theo review, chot ban cuoi	Content
T-1	Gate 3 pre-launch, setup camp	Performance
T-0	Launch	Performance

Luat: copy tra ve o Gate 2 sau T-3 thi lui launch, khong chay copy chua duyet. Ngoai le duy nhat: camp retarget khan cap dung lai copy da duyet truoc do.

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Cau truc ket qua

Khung output day du: header thong tin chung, bang chi tiet cho tung bien the 1-6 theo 3 tang (TOFU · MOFU · BOFU + retarget) voi day du truong trigger / primary text 125 char / primary text day du / headline / description / CTA button / ghi chu creative, bang tong hop 6 bien the, va huong dan A/B test kem quy tac test: doc references/cau-truc-output-6-bien-the.md.

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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
• 36-content-brief — Brief dau vao cho nguoi viet copy (message, angle, proof point)
• 52-account-structure — Copy tang nao vao adset nao — kiem tra o Gate 3
• 62-marketing-review — Gate 2 duyet copy truoc khi len camp
• 74-copy-hai-lop — Slogan / poster / cau ngan hai lop; khong dung 05 de viet cau an y. Neu cau 74 phai chay ads, viet lai o day theo pheu + policy
• 19-ab-test-setup — Thiet ke test giua cac bien the copy sau khi launch

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Personal Brand Mode

Chi doc khi da xac dinh MODE B o Buoc 0. Bang khac biet Mode A vs Mode B (pheu, goal, tone, CTA, proof), 6 bien the copy personal brand (2 Awareness · 2 Trust · 2 Soft Sell) kem vi du day du, va 3 canh bao bat buoc truoc khi chay ads (nguong 500 follower huu co, niche phai ro, disclosure AI avatar theo Nghi dinh 147/2024): doc references/personal-brand-mode.md.

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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
• TOFU khong nhac gia; MOFU co social proof; BOFU co gia + deadline + guarantee
• Do dai primary text dung chuan tung tang (150/120/100 chu)
• Moi bien the co >=1 con so that kem nguon — khong bia so
• Khong dung tu ngu cam ("sieu hot", "so 1 Viet Nam"...) neu khong co bang chung
• Da qua Gate 1 self-check va ghi Copy Score vao cuoi file
• Da qua Gate 2 marketing review, ghi ket qua DUYET / DUYET CO DIEU KIEN / TRA VE
• Neu la Google RSA: du 15 headline <=30 char + 4 description <=90 char, khong ghim qua 2 headline