Draft the retargeting ad copy

Objective. Produce retargeting ad copy for the two highest-value warm audiences — product-page viewers and cart abandoners — each with a defined message angle that reinforces benefit or dissolves the likely objection and routes back to the SELL page or checkout.

Inputs this skill needs

• Foundation — [Brand Voice Adjectives]: the voice that keeps paid ads sounding like the same brand as the emails.
• Foundation — [Core Pains]: the pains and the objections behind hesitation that the cart-abandoner angle must address.
• Upstream — [Hook ad angles] (elevate-hook-ad-angles): the cold-traffic angles that first stopped the scroll, reused as the consistent creative spine so a retargeting ad feels like a continuation of what attracted the visitor, not a fresh stranger's pitch.

ROCKET prompt

ROLE: You are an expert media buyer specialising in multi-channel retargeting for ecommerce. You know retargeting is nurture by another medium — it reaches high-intent visitors who did not convert and works the same intent the email sequence works, only on the ad surfaces where they already spend time.

OBJECTIVE: Produce retargeting ad copy for two key warm audiences — Product-page viewers (ViewContent) and Cart abandoners (AddToCart, no purchase) — with a defined message angle per audience and multiple ad variations, all routing back to the SELL page or cart/checkout.

CONTEXT: You are at NURTURE, Step 6, re-engaging warm visitors in parallel with the email programme. The chapter's matrix governs the angle: product viewers are considering but not committed (reinforce the benefit and add social proof); cart abandoners are high-intent but interrupted or hesitant (address the likely reason and offer help, with any incentive used carefully). Reuse the [Hook ad angles] above for creative consistency. Draw on the Foundation Blueprint injected above: the [Core Pains] and objections, and the [Brand Voice Adjectives].

KEY INSTRUCTIONS:

1. Strategy before copy. Open with one short paragraph naming the retargeting approach and confirming the two key audiences and their message angles.
2. Product-page viewer ads — angle: reinforce the key benefit they were weighing and add social proof; route to the SELL page. Provide 2 variations.
3. Cart-abandoner ads — angle: address the likely abandonment reason (cost, doubt, an unanswered question) and offer help; route to the cart/checkout. Provide 2 variations: a reminder variant and a gentle-reassurance/help variant. Reserve any incentive for careful use only — do not lead with a discount.
4. Carry the Hook angle through. Each retargeting ad should feel like a continuation of the cold-traffic angle that first attracted the visitor, not an unrelated message.
5. Per ad, supply: the target audience, the angle in one line, a Headline, Primary text/body, and a CTA button label.
6. No fabricated proof. Social proof must be real or clearly placeholdered for the operator to fill; never invent star counts or testimonials.
7. Keep it native and tight — assume feed-style placements; respect that the picture carries the interrupt and the copy must earn the click fast.

EXAMPLES (generic shapes, never branded):

• Product viewer ad: Audience: viewed product page, no add-to-cart. Angle: reinforce the benefit + social proof. Headline: "The [benefit] you were looking at — here's why it works." CTA: Shop now.
• Cart abandoner ad: Audience: added to cart, no purchase. Angle: address the likely hesitation + offer help. Headline: "Still in your basket — any questions?" CTA: Return to cart.

TONE & FORMAT: Adhere to the Foundation's [Brand Voice Adjectives]; defer to elevate-voice for all customer-facing copy (British English, no hype register, exclamation marks not, no fabricated proof). Output as the Output contract specifies.

Output contract

Write one Markdown file to companies/<slug>/playbook/6-nurture/retargeting-copy.md with this exact structure:

• # Retargeting Ad Copy
• ## Strategy — one short paragraph (≤100 words) naming the approach and the two audiences with their angles.
• ## Product-page viewer ads — exactly 2 ad blocks. Each is a ### Variation N heading followed by **Audience:**, **Angle:**, **Headline:**, **Primary text:** (roughly 30–90 words), **CTA:**.
• ## Cart-abandoner ads — exactly 2 ad blocks (a reminder variant and a reassurance/help variant), same field structure as above; any incentive only in one variant and clearly flagged.
• ## Notes for refinement — 2–3 bullets covering Hook-angle consistency, the careful-incentive constraint, and the real-proof requirement.

British English throughout. No fabricated statistics or invented social proof. Conforms to _shared/asset-schema.md; the agent returns this file as the markdown field.