Spring 2026 Study Group — Meta Campaign Copy Discussion

Archived — resolved decisions, campaign live

This note contains the working discussion from building the Spring 2026 Meta ad copy: Meta policy constraints, voice guide reference, resolved questions, approved phrasings, and revision log. All decisions are resolved and the campaign launched 2026-03-12. Do not treat as current copy. For the live ad copy, see spring-2026-meta-campaign-copy.

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Meta Policy Notes

• No personal attributes in copy. Cannot imply knowledge of the viewer’s condition (“If you have poor posture…” / “Are you struggling with…”). Frame as general offering, not diagnosis.
• Health/wellness restricted category. No unverifiable health claims. Educational framing gives more latitude than health product framing.
• First 125 characters are critical. Everything after is behind “See more.” The hook must land before the fold.
• Headline: 27–40 characters before truncation depending on placement.
• No Special Ad Category required. Standard targeting and optimization available.
• Quebec / Bill 96: French must be at least as prominent as English. The Languages feature handles this — each version gets equal treatment.

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Voice Guide Constraints (Quick Reference)

• Replace “fitness” → “physical background,” “physical disciplines,” “strength training,” etc.
• No “unlock,” “transform,” “elevate,” “optimize,” “holistic,” “mind-body”
• Describe what it IS, not what it isn’t
• No generated metaphors
• No exclamation marks
• “Practitioners” not “students”; “forms” not “positions”; “practise” not “train”
• “Physical Intelligence” is b-roll, not hero copy
• Simple language, not simplified ideas

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Resolved Questions

1. “Move Smarter” on creative overlays — Keep. Develop companion taglines to pair with it.
2. Pricing in ad copy — No. Landing page handles tiered early enrollment offers and progressive discount ladder.
3. “Beyond conventional fitness and mindfulness” — Replaced. Approved alternatives: “Distinct from conventional physical disciplines and mindfulness practices” / “Skills that most physical disciplines and mindfulness practices don’t specifically develop.”
4. Creative strategy — 3 targeted creatives × 1 dedicated text each (not 2 generic × 3 shuffled).
5. Testimonial on creative — Yes, Creative 2 uses Magali’s quote (attributed). May also appear on the image itself.
6. Discount strategy — Progressive discount ladder, visible on landing page. Not referenced in ad copy.
7. Description field — Skip. Not used in Winter campaign, doesn’t appear on Instagram placements, adds minimal value when headline and primary text are strong.
8. Headlines A and D — Dropped. “Movement study / study movement” reads as generic and sensational (Asia’s feedback).

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Approved Alternative Phrasings

From 2026-03-11 session. Voice-guide-aligned alternatives approved by Patrick. Also documented in the Unified Voice Guide.

Original (Winter / draft)	Approved alternatives	Context
”Small cohort with individual correction"	"Small cohort with individualized feedback” / “Direct, individualized feedback in a small cohort”	Describes participant experience, not instructor action
”Structured, evidence-based methodology"	"Systematic methodology, informed by neuroscience”	Honest about the relationship; avoids overclaiming evidence-base standard
”For those curious about the connection between physical practice and mental skills"	"For those curious about how physical practice affects learning, focus, and self-regulation” / “For those curious about how physical practice carries over into learning, concentration, and daily life"	"Mental skills” too vague; use specific transfer domains from voice guide
”Beyond conventional fitness and mindfulness"	"Distinct from conventional physical disciplines and mindfulness practices” / “Skills that most physical disciplines and mindfulness practices don’t specifically develop"	"Beyond” overused in advertising; “fitness” replaced per voice guide
”skills that transfer into everything you do physically"	"awareness and precision that carry over — into physical activity, into how you learn and focus, into daily life” / “skills that carry over into movement, learning, and sustained focus”	Transfer is physical AND cognitive; not one-dimensional
”develops analytical depth and precision” (educator context)	“practical approaches they can carry directly into their teaching”	Educators want tools for their students, not depth for themselves
”movement precision” / “movement skills” (as primary hook)	“body awareness and refined movement skill” / “body awareness and a refined quality of movement"	"Movement precision” describes the method, not the person’s need; “refined” implies existing ability being improved; “movement skills” alone is too generic

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Revision Log

Date	Change
2026-03-11	Initial draft — 3 primary text variations, headline options, description options
2026-03-11	Major revision — restructured from 2 generic creatives × 3 shuffled texts to 3 targeted creatives × 1 dedicated text each. All bullet points revised per voice guide feedback. Variation 2 opener changed to attributed quote. Variation 3 educator framing revised. Pricing removed from ad copy. Approved alternative phrasings documented.
2026-03-11	Headlines finalized (B, C, E); A and D dropped per Asia’s feedback. Description field dropped. “Movement precision” → “body awareness and refined movement skill” in Creatives 1 and 2. Creative 3 approved as-is. Overlay text: “Early Enrollment Open” replaces “Offer.”
2026-03-12	Creative overlay taglines finalized: C1 “Precision. Awareness. Control.” / C2 “Skills that transfer into everything you do” + Magali quote / C3 “For movement educators and professionals.” Creative 3 primary text tweaked (“to their students” added). Square-only format confirmed due to Meta bilingual/placement constraint (see strategy doc).
2026-03-13	Note split: copy moved to spring-2026-meta-campaign-copy.md (clean, embeddable); this file retains discussion elements with no_embed: true.