Dialed Image Ad Prompts

The full Dialed image ad / catalyst production stack. Where the Native Ad Prompts cover the long-form 1,100–1,400 word native funnel, this suite covers static image ads — the bold headline + image creative built to stop the scroll in 0.8 seconds and create a curiosity wound deep enough that NOT clicking feels like leaving money on the table.

Seven prompts in the doc, covering two distinct workflows:

Net-new track — build image ad concepts from scratch (catalyst-framed angles → brief → image JSON)

Scaling winners track — take an ad already spending profitably and either multiply it through perspective shifts (same truth, different narrator) or generate breakthrough concepts that embarrass it

What's inside the doc

1. Catalyst Concept Ideation — the strategic core. Builds catalyst-framed image ad concepts using the 7 catalyst weapons (Regulatory / Discovery / Exposure / Systemic / Timing / Demographic Unlock / Availability), the 3-step blame shift architecture, demographic-specific enemy selection, and the visual concept formulas (Forbidden Document / Enemy Exposed / Before-After Split / Breakthrough Moment / Insider Reveal / Data Bomb / Warning Sign / Relatable Struggle). Outputs full concepts with headline, catalyst type, visual direction, and curiosity gap analysis.

2. Briefing Prompt — converts a concept idea into a structured creative brief (avatar, core desire, awareness stage, hypothesis, expected results, if-wins/if-loses learning, visual direction, variations). The bridge between strategist and creative team. Note: this is the older briefing format from before the Concept Ideation prompt absorbed most of its functionality — still useful when you need a clean handoff doc for an outside designer or media buyer.

3. Catalyst JSON Generation — takes a catalyst concept and produces production-ready image gen JSON for the bold, electric, high-contrast aesthetic. Loud colors (#FF3D00, #FFE600, #00E5FF, #39FF14). Heavy typography (Impact, Bebas Neue, Anton). Dramatic lighting. On-image headline text. Built to scream catalyst news — the visual equivalent of "BREAKING:".

4. Native Image Ad Concept → JSON — takes a native concept and produces production-ready image gen JSON for the opposite aesthetic — iPhone realism, no text overlays, no studio lighting, imperfect framing, normal-looking subjects, lived-in environments. Built to blend into the feed and pass the "friend's story" test. The 10 native image archetypes are documented in detail (Mirror Selfie / Down-Angle Body Shot / Close-Up Problem / Car Moment / Late-Night Scroll / Bathroom Counter / Caught Text / Unflattering Angle / Scale / Side-by-Side Hands).

5. Perspective Shifter — the multiplier prompt. Takes a winning ad and reconstructs it through 5 perspectives (First-Person Confession / Second-Person Direct Address / Third-Person Observation / Authority Expert / Community Movement). Same truth. Different mouth. Different trust circuit. Same sale. Built on belief routing neuroscience — the same claim gets processed through completely different neural pathways depending on WHO says it. Includes the page-type alignment matrix (which perspective works from which Facebook page type).

6. Winner to New Concept — the breakthrough prompt. Has a mandatory input gate (won't generate until you provide the winning ad image + copy + brief + landing page + performance metrics). Deconstructs the winner using guilt architecture (Regret → Harm → Identity → Betrayal Guilt layers), identifies untouched psychological territory, then generates 3–5 concepts that attack a different vector or go deeper on the same vector. Built to produce ads that embarrass the current winner — not iterate on it.

7. General Static Ads — the lighter-weight 9-headline generator. You give it a concept idea + the brand knowledge base (Claude project with research loaded as files), and it returns 9 potential headlines (6–8 words max each) with 2 alternative variations per headline + scroll-stop psychology breakdown. Useful when you have an existing image creative and need rapid headline variations to test.

How to use it

Two distinct workflows, depending on what you need:

Workflow A — Building image ads from scratch:

Workflow B — Scaling an existing winner:

The choice between Perspective Shifter vs Winner to New Concept:

• Perspective Shifter when the winner's message is rock-solid and you want to multiply audiences by changing the messenger (same truth, 5 trust circuits, new audiences unlocked without creative roulette)
• Winner to New Concept when you want to beat the winner with something psychologically deeper or different (different guilt layer, different emotion vector, different awareness entry point)

The choice between Catalyst JSON vs Native JSON:

• Catalyst JSON when you're running a catalyst-framed hook (news/discovery/exposure/regulatory) and want the visual to scream "this is important, read this now." On-image headline text. Electric colors. Dramatic lighting. Designed to function like a news graphic.
• Native JSON when you're running a personal-story or community-recognition hook and want the visual to blend into the feed as something a real person would post. No text overlay. iPhone realism. Looks like a friend's camera roll.

When to use it

Use this pipeline when:

• You're building static image ads for Meta (Facebook/Instagram feed, Stories) and need volume
• You have a winning ad spending profitably and need to scale the angle across new audiences (Perspective Shifter) or replace it with something stronger before fatigue kills it (Winner to New Concept)
• You're testing catalyst angles against native angles against direct desire angles and need a control workflow for each
• You're handing static ad production off to a designer/media buyer and need the brief + visual direction documented (Briefing Prompt)
• You need rapid headline variations against an existing creative (General Static Ads)

Use the Catalyst track when:

• Your audience is Problem-Aware or Solution-Aware and skeptical of direct desire framings
• You have a real external catalyst (new research, regulatory change, industry exposure, demographic unlock)
• Your enemy framing is well-defined (Big Pharma / Diet Industry / The System / etc.)
• You're running cold traffic and need the news framing to bypass ad-detection

Use the Native track when:

• Your audience is Jaded/Hostile sophistication and rejects polished ad aesthetics
• The mirror moment ("that's literally me") is the conversion lever, not the curiosity gap
• You're running from a personal Facebook page or whitelisted personal-feel page
• The angle benefits from looking like a real person captured a real moment, not a brand selling something

Not for:

• Full native ad funnel copy (use Plug & Play → Dialed Native Ad Prompts — the upstream concept generator + 1,100–1,400 word copy + JSON converter pipeline)
• Primary text + headlines for an existing video creative (use Plug & Play → Primary Text + Headline Creation Prompt)
• Long-form advertorials (gatekept in Module 7 → Advertorials Breakdown)
• Video ad scripts or UGC scripts (gatekept inside masterclass)

The prompt

Open in GDrive → docs.google.com

The doc contains all 7 prompts. Copy each section separately when you reach that step. Recommended setup: a Claude project with the full doc + brand knowledge (product research, customer reviews, competitor analysis) loaded as files. Then run each phase as a separate conversation inside the project so each prompt has full context.

Cross-references

• Module 3 → Using Claude to Automate Your Entire Stack — broader AI automation context this pipeline fits into. The Catalyst, Videos, Native, and Advertorials sub-pages each break down a different vertical of the stack
• Module 5 → Customer Research — feeds the Catalyst Concept Ideation inputs. Without real market research, the catalyst prompts produce generic concepts
• Module 5 → The Brief & Concept Tracking System — where to track concepts as you build them, isolate which catalyst types + persona combinations are converting
• Module 7 → Catalyst Ads Breakdown — the strategic frame for catalyst ads as a category. Required reading before running the Catalyst Concept Ideation prompt
• Module 7 → Native Ads Breakdown — strategic frame for native image ads, why iPhone realism wins in jaded markets
• Module 7 → Advertorials Breakdown — the Eugene Schwartz Breakthrough Advertising principles that underpin the Winner to New Concept prompt's guilt architecture
• Plug & Play → Primary Text + Headline Creation Prompt — the lighter prompt for when you need text + headlines for an existing video creative, not a full static ad build
• Plug & Play → Dialed Native Ad Prompts — the companion native ad pipeline for full 1,100–1,400 word native funnels (different output, same Eugene Schwartz / Catalyst / Blame Shift foundations)

What's gatekept inside the masterclass

3 of 5 free prompts in this section. The full prompt library inside the RunItUp Masterclass goes much deeper on the image/static ad stack:

Want the full prompt library + Loom walkthroughs + live updates as the prompts evolve? All inside the RunItUp Masterclass → Join here

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