SMS Ad Ideation

Generate ultra-concise SMS advertising concepts optimized for mobile delivery. SMS is direct, immediate, and highly personal - every character counts.

Integration with Multi-Channel Skill

This skill can be used standalone or delegated from multi-channel-ad-ideation.

Standalone usage: User directly invokes "Generate SMS ad concepts for..."

Delegated usage: Multi-channel skill invokes this skill after creative direction is selected:

• Multi-channel passes: Creative direction, brief, segment
• This skill executes: Phase 1 (text concepts) and/or Phase 2 (ASCII previews)
• User can iterate within this skill or return to multi-channel orchestrator

When delegated, expect this context:

• Creative Direction: Selected direction name and description (e.g., "Urgency-Driven")
• Creative Brief: Core offer, CTA, tone
• Target Segment: Audience description
• Character Limit: 160 (single) or 300 (multi-part)
• Number of Concepts: Usually 3-5

Use this context to craft ultra-concise SMS messages that align with the creative direction while respecting character limits.

SMS Ad Best Practices

The SMS Channel Advantage

• 100% mobile - Everyone reads on their phone
• Highest open rates - 98% open rate vs. 20% for email
• Immediate delivery - Read within 3 minutes on average
• Direct & personal - Feels like a message from a friend
• Action-oriented - Short tap to link, call, or reply

Critical Constraints

• 160 characters for single SMS (spaces count!)
• 300 characters max for multi-part SMS (splits into 2-3 messages)
• Plain text only - No HTML, images, or formatting
• Mobile-first CTA - Link must work on small screens
• Compliance required - Must include opt-out mechanism

Output Format

Phase 1: Text Concept Format (Initial Generation)

Generate 3-5 SMS concepts using collapsed card format from ../references/card-templates.md:

• All concepts start collapsed (user clicks to expand for details)
• Summary shows concept name (24px/800 font) + message preview as tagline
• Do NOT include character counts in output
• Use green accent color (#10b981) for SMS visual distinction
• Include: Message text, opt-out, best send time

See Example SMS Concepts section below for complete card templates.

Phase 2: ASCII Preview Format (After Confirmation)

ONLY generate ASCII previews AFTER user confirms text concepts:

┌──────────────────────────┐
│ Message text formatted   │
│ as it appears on mobile  │
│ [CTA link]               │
│ [Opt-out text]           │
└──────────────────────────┘

Generate when user says "show me the previews" or "generate ASCII boxes" - NOT during first concept generation.

Character Limit Handling

Single SMS (160 chars): Best for simple, urgent messages. Formula: [Hook] + [Offer] + [CTA] + [Link] + [Opt-out]

FLASH SALE: 40% off everything ends in 6 hours! Shop now: bit.ly/flash40

Reply STOP to unsubscribe

Multi-Part SMS (300 chars): Use for complex offers, B2B products, or when personalization adds value. Formula: [Personalized Hook] + [Problem/Benefit] + [Offer] + [CTA] + [Link] + [Urgency] + [Opt-out]

Hi {{first_name}}, struggling to hit Q1 targets?

Pipeline Pro gives real-time visibility + AI alerts. Close 23% more deals.

Try free 14 days: bit.ly/pipelinepro
Founder pricing ends Friday - save $3,600/year.

Text STOP to opt out

Conciseness Techniques

Abbreviate smart: Use %, &, $, numbers instead of words. Avoid "ur", "w/" (unprofessional).

Lead with action: "SALE NOW: 40% off" beats "We wanted to let you know our sale is starting"

Remove filler: "SAVE 50% - live now" beats "We are excited to announce you can save up to 50%"

Drop pleasantries: Skip "Dear customer, we hope you're doing well..." - get straight to the offer.

CTA Optimization for Mobile

Short URLs: Use bit.ly or branded shorteners (e.g., bit.ly/flash40, not long URLs with UTM parameters)

Action-oriented CTAs: "Shop now: [link]", "Claim offer: [link]", "Get started: [link]" Avoid: "Click here" (you tap on mobile), "Learn more" (too vague)

Tap-to-call: Include phone numbers for service businesses - mobile auto-formats them as tappable links.

Personalization Strategies

Effective tags: {{first_name}}, {{offer_code}}, {{product_name}}, {{cart_total}}

Use for: Welcome messages, abandoned carts, VIP offers, account notifications

Skip for: Urgent flash sales (brevity matters more), generic broadcasts, unreliable data

Timing & Delivery Recommendations

B2C: 12-1pm (lunch) or 5-8pm (evening). Avoid before 10am or after 9pm.

B2B: 10-11am or 2-3pm weekdays. Avoid Monday mornings, Friday afternoons, weekends.

Flash sales: Launch at 9am or 7pm. Reminders at 6hrs, 1hr, 30min before deadline.

Frequency: Max 4 promotional messages/month. Transactional messages (order updates) have no limit.

Compliance Essentials

Required in every promotional SMS:

1. Opt-out mechanism: "Reply STOP to unsubscribe" or "Text STOP to opt out"
2. Brand identification: Include your brand name, use consistent sender
3. Only message users who explicitly opted in

Honor opt-outs immediately. Never send promotional SMS without opt-in or omit opt-out instructions.

Example SMS Concepts

Below are collapsed card examples showing Phase 1 text concepts. ASCII previews are generated after you confirm the text.

<div style="margin-top:20px;">
  <div style="font-size:15px;font-weight:700;color:#1f2937;
              margin-bottom:12px;">
    Message Text
  </div>
  <div style="background:#f9fafb;padding:16px;border-radius:8px;
              border-left:4px solid #10b981;">
    <div style="font-size:14px;color:#111827;line-height:1.6;
                margin-bottom:12px;">
      🔥 FLASH SALE: 40% off EVERYTHING ends at midnight! Use code FLASH40
      <br><br>
      Shop now: bit.ly/flash40
    </div>
    <div style="font-size:12px;color:#6b7280;">
      Reply STOP to unsubscribe
    </div>
  </div>
</div>

<div style="margin-top:16px;padding:12px;background:#f0fdf4;
            border-radius:8px;border-left:4px solid #10b981;">
  <div style="font-size:12px;font-weight:600;color:#6b7280;
              text-transform:uppercase;margin-bottom:4px;">
    Best Sent
  </div>
  <div style="font-size:13px;color:#111827;">
    7:00 PM (evening browsing peak), with follow-up "last call" at 11:00 PM
  </div>
</div>

<div style="margin-top:20px;">
  <div style="font-size:15px;font-weight:700;color:#1f2937;
              margin-bottom:12px;">
    Message Text (Multi-Part)
  </div>
  <div style="background:#f9fafb;padding:16px;border-radius:8px;
              border-left:4px solid #10b981;">
    <div style="font-size:14px;color:#111827;line-height:1.6;
                margin-bottom:12px;">
      Hi {{first_name}}, get real-time pipeline visibility + AI risk alerts. Close 23% more deals.
      <br><br>
      Try Pipeline Pro free for 14 days (no card needed): bit.ly/pipelinepro
    </div>
    <div style="font-size:12px;color:#6b7280;">
      Text STOP to opt out
    </div>
  </div>
</div>

<div style="margin-top:16px;padding:12px;background:#f0fdf4;
            border-radius:8px;border-left:4px solid #10b981;">
  <div style="font-size:12px;font-weight:600;color:#6b7280;
              text-transform:uppercase;margin-bottom:4px;">
    Best Sent
  </div>
  <div style="font-size:13px;color:#111827;">
    Tuesday or Wednesday, 10:30 AM (mid-morning B2B engagement window)
  </div>
</div>

Common Pitfalls to Avoid

Exceeding 160 chars - Splits into multi-part, costs more, harder to read Unclear sender - "Who is this?" → instant delete No opt-out - Violates TCPA, major fines possible Vague CTA - "Check this out" doesn't drive action Broken links - Always test on mobile device first Too frequent - More than 4/month = high opt-out rate Wrong timing - 2am texts = angry customers

Do this instead: Stay under 160 chars, clear sender ID, always include STOP, specific CTAs, test links, max 4/month, send 10am-8pm

Tip: SMS works best in combination with email. Use SMS for urgency (flash sales, event reminders), email for storytelling (product launches, thought leadership).