PAID MEDIA POSITIONING
The angles and audiences behind Meta Ads, decided before anything is produced.
Most paid social fails on the message, not the targeting. The budget is fine, the audience is roughly right, and the ad still says something nobody needed to hear. Then the account gets blamed and another round of creative is produced on the same flat idea. This page is the layer above all that — what the ad argues, and who it argues at.
The artefact is an angle matrix. Several genuinely distinct arguments for the same product — a problem angle, a cost-of-inaction angle, a comparison angle, a status angle, an objection-killer — each paired with an audience hypothesis and a written hook. Then a test order, so the account is testing ideas against each other rather than thumbnails and button colours.
The boundary here is deliberate and worth saying plainly. This is strategy on paper: angles, audiences, hooks, offer framing, test sequence. The ads themselves get produced under AI Commercial Production, and the day-to-day running of the account stays with you or your buyer. Blurring those three into one promise is how people pay for all of them and get none.
WHAT I DO
- Angle matrix — several distinct arguments for the same offer, each written out rather than merely named.
- Audience hypotheses — who each angle is aimed at, and the belief that makes them the right target.
- Hook lines and opening scripts — the first three seconds, written per angle, ready to be shot or generated.
- Offer framing — how the thing being sold is packaged, priced and bounded in the ad, plus the framing to avoid.
- Test plan — what runs against what, in which order, and the result that would end an angle.
- Creative brief for production — the document the ad actually gets made from, specced for the aspect ratios needed.
- A compliance read against India’s 2023 dark-pattern guidelines, so the persuasion stays legal as well as effective.
HOW I WORK
- 01
LISTEN
Mine sales calls, reviews, comments and objections for the words real buyers use about this product.
- 02
ANGLE
Build the distinct arguments and write each one out as a hook, not as a theme to be interpreted later.
- 03
TARGET
Pair every angle with an audience hypothesis and the signal that would confirm or kill it.
- 04
BRIEF
Package it as a production brief and a test order, then hand it to whoever makes and runs the ads.
BEST FOR
- Brands already spending on Meta whose creative all says the same thing in different fonts.
- A first paid push where nobody has decided what the ad is supposed to argue.
- Businesses with a buyer, in-house or external, who needs a real brief instead of a mood board.
- Products with several distinct buyer types currently being sold with one message.
NOT THIS
- Not media buying or campaign management. I do not run the ad account, set budgets, or optimise bids day to day.
- Not the ad creative. Films, stills and UGC-style cuts get produced under AI Commercial Production — this is the brief behind them.
- Not every channel. The scope is Meta Ads messaging and targeting; search, programmatic and influencer deals are not covered here.
THE PROOF
Published case studies from brand solutions work. Each one names the client and shows what was delivered.
STRAIGHT ANSWERS
REST OF BRAND SOLUTIONS
MAKE A
WISH.
Tell me what you're building. I'll tell you how loud it can get.
- /01
YOU WRITE
Tell me what you're building and what's in the way. Two lines is enough.
- /02
WE TALK
A 30-minute call, booked within 7 days. Real questions, no pitch theatre.
- /03
YOU GET A PLAN
Scope, timeline and an honest number, usually within a week.