In short: This is the message. Everything else adapts to it.
Hero copy is the campaign's message in its shortest form. It is written from your concept, brief and brand voice, so it should already sound like you.
Every format in the kit adapts this line rather than inventing its own, which is what makes a campaign feel coherent.
Generate from the concept
The copy follows the concept you chose, so if it feels off, the concept is often the real problem.
Generate another option
Regenerate rather than settling. This is the single most reused piece of text in the campaign.
Edit it yourself if you know better
You can rewrite it directly, and everything downstream picks up your version.
Tone comes from your brand story, so copy that consistently sounds wrong usually points back to Brand DNA rather than the generator.
Last updated 12 August 2026
