Wren Creative Brief — SLO Bench (Batch 004)

Date: 2026-06-12 From: Cade (Media Buyer) For: Wren (Designer) Purpose: 2–3 fresh SLO ad concepts for the bench — ready to launch when Before/After A fatigues or when we want a new angle in market. Not urgent (Before/After is the winner and not fatigued) — but build the bench now so it's deep before we need it, not after.

Context

• Product: 52 Claude Skills for Independent Consultants. Cold Meta traffic → 52aiskills.com → $7 front end + $145 OTO stack.
• Audience: professional-services practice owners — consultants, CPAs, RIAs/wealth, boutique firms. $500K–$2M. Technically excellent, they ARE the bottleneck, no time to systematize. Cold traffic — they don't know us yet.
• What's already in market (don't duplicate — do learn from):
• LIVE winner — Before/After A ("Pattern Recognition" hook: stop rebuilding what already has a pattern). ROAS 2.35x. The before/after structure converts.
• Batch 003 reserve — Deliverable Hero (static; shows the finished, branded output).
• So the bench needs angles distinct from those two.

Brand / visual references — read first, don't invent

• Brand kit: business-aos/reference/brand/visual-style-cyp.md (Practice Builders/CYP — deep teal #0f2d3e, cream #f1ede6, gold #b79d64; Fraunces + Montserrat).
• Match the production look that converts: the live Before/After creative (ads/) + ads/batch-003/b003-deliverable-hero-feed.png / -stories.png. Stay in that visual family — fresh angle, consistent brand.
• Sizes: feed 1:1 + stories/reels 9:16, both, every concept (matches the campaign).
• Copy is a parallel track: I've specified the angle/message per concept; Sloane writes the primary text + headline to it.

The concepts

Concept A — IDENTITY (re-fund the efficient hook — PRIORITY)

• Why: the "Identity" ad (Built for the person who runs the practice) was the most efficient ad lifetime (6.05x ROAS, cheapest buyers) — but CBO starved it on ~1/8 budget, so it was never properly tested. Re-test the hook with real creative and its own funded slot.
• Message: built for the owner — the person who runs the whole practice, not a junior, not a generalist. Aspirational/identity, not a feature list.
• Visual direction: founder-facing, confident, identity-forward. Not a price-card. "For you — the one who runs it." Execution is your call within brand.

Concept B — DELEGATION (the dream outcome — HIGH)

• Why: strongest emerging value prop, backed by a real (anonymized) result — dropped it in, did something else, came back and it was done. For a bottleneck-trapped owner, work happening without you is the dream. Distinct from "show the output" — this is about the experience of delegating.
• Message: drop your inputs in, walk away, come back to finished work. You're not doing it faster — you're watching it get done while you're somewhere else.
• Visual direction: the "I handed it off and walked away" moment — raw input handed over → (you leave) → a finished, branded deliverable waiting. A two-state idea is fine, but make it feel like delegation, not the Before/After price-card.
• Copy note: no over-promise (no "2 seconds"). Honest delegation framing.

Concept C — BREADTH / WHOLE-PRACTICE COVERAGE

• Why: distinct from Before/After (one pattern) and Deliverable Hero (one output). Shows the 52 cover the whole week — every repeatable deliverable. Also defuses "is this just one thing?" and "52 sounds overwhelming" (one tool per job, not 52 to learn).
• Message: 52 skills = every deliverable that runs your practice (proposals, SOWs, recaps, pipeline, onboarding…). You don't learn 52 — you run one, when that work shows up.
• Visual direction: an organized array / the 8 categories / "a skill for every job" — breadth made tangible but clean and organized, not a wall of 52 (overwhelm kills it).

Output + next

• Renders → ads/batch-004/ — feed (1:1) + stories (9:16) per concept; HTML source + PNG per the established render process.
• Copy → Sloane writes per concept to the angle above.
• QC against the campaign creative standards before it's bench-ready.
• These build the bench — the launch decision is separate (fires when Before/After fatigues or we want a new angle in market).

Priority if capacity is tight: A (Identity) → B (Delegation) → C (Breadth).