Sets the message for your campaign
TL;DR
Generate Hero Copy → Review and refine → Approve the final set → It becomes the voice of your campaign
Once your concept is approved, it is time to give it a voice. Hero copy defines how your campaign speaks to the world. It captures the tone, intent, and promise of the approved concept, and it becomes the reference for your hero creative and every downstream asset your agents produce.
The hero copy does not get duplicated across assets — instead, it sets the creative direction your agents follow when generating downstream content for specific purposes and formats.
Defining this hero set also enables the campaign owner to review once, then scale with confidence without checking hundreds of individual assets as the campaign progresses.
In the next stage, the hero copy becomes the foundation for your key visual. The system dynamically propagates your approved lines into a creative layout, automatically filling text components such as headline, subhead, and call to action. This visualisation of the hero set helps you see how your copy looks and feels in context before the rest of the assets are produced.
Understanding Your Hero Copy
When you generate hero copy in Protaigé, the AI copywriter creates each component based on your approved concept and Brand DNA. Every element serves a distinct purpose — from headlines that capture attention to body copy that builds context and call-to-actions that drive response.
These components also populate the key visual in the next stage, giving you a live preview of how your messaging looks and feels in design before it’s adapted across other campaign assets.
Component | What it means | How it’s used | B2B Example | B2C Example |
H1 (Headline) | The primary headline that captures the core message of your campaign. It’s the first line your audience sees and sets the tone for everything that follows. | Used as the hero headline across main visuals and high-impact placements. | “Work shouldn’t get in your way.” | “Your skin, simplified.” |
H2 (Subheadline) | A supporting line that adds context or emotion to the headline. It helps clarify your message and strengthen your campaign’s promise. | Appears beneath the headline in hero layouts, ads, and product messaging. | “Automate the tasks that slow you down and focus on what matters.” | “Lightweight formulas that fit your life, not the other way around.” |
Short Form Body Copy | A single-sentence summary that reinforces your message in compact spaces. | Used in banners, tiles, and social posts where space is limited. | “Smarter workflows, faster growth.” | “Glow that lasts beyond the day.” |
Medium Form Body Copy | A short paragraph (2–3 sentences) expanding on your value proposition and key proof points. | Used in landing pages, email headers, and product highlights. | “Acme Automate simplifies complex workflows, giving teams time to focus on strategy and innovation.” | “Our Radiance line blends science and simplicity for results that shine through daily life.” |
Long Form Body Copy | A detailed expression of your message, combining narrative and proof. It deepens understanding and builds trust. | Used in product pages, campaign microsites, or hero videos. | “Manual processes drain productivity and creativity. Acme Automate transforms operations with connected, intelligent workflows that adapt to your business — freeing teams to think bigger and move faster.” | “Real skin is never perfect, but it should always feel cared for. Our Radiance range restores balance with natural botanicals, giving you healthy, glowing confidence every day.” |
Call to Action (CTA) | The instruction or invitation that drives the desired response. It should be clear, active, and aligned with your campaign goal. | Appears on buttons, links, and end frames. | “Book a demo.” | “Shop the collection.” |
Offer | The incentive that motivates immediate engagement. It highlights the value or reward for taking action. | Paired with CTAs in promotional campaigns, sign-ups, or limited-time pushes. | “Start your 14-day free trial.” | “Free shipping on your first order.” |
A step-by-step guide
1. When your concept is approved, move on to messaging by selecting Hero Copy.
2. Tap Generate Hero Copy to produce your first messaging draft.
3. One version will be created. Generate another to explore alternative options.
4. Copy can be refined and fine-tuned by clicking Edit.
6. Click Save to preserve your changes.
7. Review the hero copy, then click Approve to confirm it's campaign-ready.
8. Dismissed versions will be archived in this tab. Click to reveal.
9. Hide All will collapse copy cards again.
