Purpose
Produce a single, ready-to-ship explainer that translates one ad product feature or campaign best practice into language a specific audience can act on — with the mechanics, the performance rationale, setup steps, benchmarks, and a talk track. Eliminates the gap between what the product team ships and what sellers, advertisers, and partners actually understand.
When to Use
Invoke this skill when the user asks to:
- Write an explainer for a new ad product feature or beta being launched
- Create seller enablement content for a campaign best practice
- Explain a targeting, bidding, creative, or measurement capability to advertisers
- Build a partner- or agency-facing one-pager on how a feature drives performance
- Turn a dense product spec or release note into a usable field explainer
- Prepare a talk track or objection-handler for a sales team on a specific optimization
Inputs Required
Before starting, collect:
- Feature or practice: The specific ad product feature or best practice to explain
- What it does mechanically: How it works — the underlying capability, in plain terms
- Primary audience: Advertisers / agency partners / internal sellers / a mix — and their sophistication level (novice, intermediate, expert)
- Performance outcome: The metric or result it improves (ROAS, CPA, reach efficiency, completion rate, conversion lift, etc.)
- Platform context: The ad platform or product suite it lives in
- Setup reality: Where it's configured and any prerequisites or eligibility requirements
- Known benchmarks: Any performance data, typical lift ranges, or expectation-setting numbers available
If benchmarks or exact setup steps are missing, note the assumption and produce directional guidance rather than fabricating precise figures.
Instructions
Step 1: Set the Hook
Open with 1–2 sentences that name the problem this feature or practice solves — framed for the specific audience.
- For advertisers: lead with the performance pain (wasted spend, plateaued ROAS, weak reach)
- For sellers: lead with the pitch opportunity or the account problem this solves
- For agency partners: lead with the client-outcome angle they can carry into their own decks
- Do not open with "In today's landscape" or restate the feature name — start with the tension the audience feels
Step 2: Explain It in Plain Language
Describe what the feature or practice is and how it works, calibrated to audience sophistication.
- Novice audience: one analogy plus a two-sentence mechanic; avoid platform jargon
- Intermediate audience: the mechanic plus one layer of "how the system decides"
- Expert audience: the mechanic plus the signal or optimization logic underneath
- Keep this to 3–5 sentences. If a term is unavoidable, define it inline in a clause.
Step 3: Make the Why-It-Matters Case
Connect the feature directly to the performance outcome provided.
- State the specific metric it improves and the mechanism by which it improves it
- Contrast the "without this" state against the "with this" state in one comparison
- Avoid vague claims — tie the benefit to a countable outcome (lower CPA, higher completion rate, more efficient reach)
Step 4: Give the Setup / How-To
Provide the concrete steps to activate or apply it, in order.
- Number each step (3–6 steps typical)
- Flag any prerequisites or eligibility requirements up front
- Note where in the platform each step happens
- Call out the one setup mistake that most commonly breaks results
Step 5: Set Benchmark Expectations
Tell the audience what "working" looks like.
- Provide the typical performance range or lift if benchmarks were supplied
- Provide the timeframe before results are reliable (e.g., learning period, minimum conversion volume)
- Set a clear "don't judge it before X" guardrail to prevent premature abandonment
Step 6: List Common Mistakes
Give 3–5 specific ways people misuse or under-leverage this feature.
- Each mistake in one line, with the corrective action attached
- Prioritize the mistakes that most directly suppress the target metric
Step 7: Provide a Talk-Track Summary
Close with a 2–3 sentence summary a seller could say out loud or an advertiser could repeat internally.
- Written in spoken register — no bullet points, no jargon
- Leads with the outcome, names the feature, states the one action to take
Output Format
- Structure: Seven labeled sections in order, scannable, with the setup and mistakes sections as numbered/bulleted lists
- Length: 450–700 words
- Format: Structured explainer document — headed sections, short paragraphs, lists where noted
- Sections: Hook → What It Is → Why It Matters → How to Set It Up → What Good Looks Like → Common Mistakes → Talk Track
- Tone: Enablement-clear and confident — direct, jargon-controlled, calibrated to the stated audience sophistication; never hypey, never a spec dump
Quality Checklist
Before delivering output, verify:
- [ ] All seven sections are present and in order
- [ ] Language is calibrated to the stated audience sophistication level (novice/intermediate/expert)
- [ ] The why-it-matters section names a specific metric and the mechanism behind the improvement
- [ ] Setup steps are numbered and include any prerequisites and the most common breaking mistake
- [ ] Benchmark section includes a timeframe guardrail, not just a lift figure
- [ ] Common mistakes each pair a specific error with a corrective action (3–5 total)
- [ ] The talk track is written in spoken register and leads with the outcome
- [ ] No fabricated precise benchmark numbers where none were supplied — assumptions are flagged
Notes
- The single most common failure in ad enablement content is explaining the mechanic without connecting it to a metric — Step 3 is the section that makes the explainer usable in the field
- For internal seller audiences, weight the talk track and common-mistakes sections; those travel furthest into live conversations
- For advertiser and agency audiences, weight the benchmark and setup sections; those reduce support tickets and premature churn on new features
- If the feature is in beta, add a one-line eligibility caveat inside the setup section rather than burying it at the end
How to use this skill
This file is a Claude Code skill in Anthropic's standard format — markdown with YAML frontmatter at the top.
Installing in Claude Code:
~/.claude/skills/<folder-name>/SKILL.md— auto-loads in every session anywhere on your machine (recommended for skills you'll use across multiple projects)<your-project>/.claude/skills/<folder-name>/SKILL.md— auto-loads only when working in that project (recommended for project-specific skills)
Restart Claude Code or open a new session to register.
Using in Claude.ai, ChatGPT, Gemini, or other AI tools:
- Drag this file into a new chat, or copy and paste its contents
- Send your task or request as your next message — the AI will apply the skill where it fits
For Claude Code skill details: https://docs.anthropic.com/en/docs/claude-code/skills