1 · Naming
Pattern: YYYY_CODE_Descriptor for the ad set or campaign, and YYYY_CODE_Descriptor_FMT##_Creative for the ad.
| Part | Value |
|---|---|
YYYY | Year the class runs, or EVG for always-on |
CODE | The cohort code when the ad sells one specific class: HLR-503. The format code when it sells the class in general: HCS, TFM |
Descriptor | Optional. City or edition, Title-Case, hyphen-joined: Boston, Fall. Objective suffixes like WebVisits go here too when two ad sets sell the same class |
FMT## | Format plus a counter: VID01, IMG01, DOC01, TXT01 |
Creative | Which cut or image: Motion-v2, Still-A |
| Selling | Ad set or campaign | Ad |
|---|---|---|
| Boston leadership retreat, Nov 2026 | 2026_HLR-503_Boston | 2026_HLR-503_Boston_VID01_Motion-v2 |
| HUE Communication Strategies, no cohort | 2026_HCS | 2026_HCS_VID01_Script-A |
| ToP Facilitation Methods, always on | EVG_TFM | EVG_TFM_IMG01_Still-A |
The same code is the utm_campaign value on the landing link, and the name of the HubSpot list and LinkedIn audience where one exists. The platform is never in the name; the asset knows which platform it is on.
2 · Copy
Lead with feeling, then facts
The first line is emotional and positive. "You know the leader you want to be. Go meet them." Dates, venue and price come after.
Honey, not vinegar
Never open on what is wrong with the reader, on fear, or on hard decisions. One line admitting leadership is hard is fine if it moves straight on.
Minnesota-based
Say HueLife is Minnesota-based. Never name the town.
Pace
Video copy is written for fast cuts and kinetic type, not a calm voiceover.
No seat counts as attendance
"Fifteen seats" and "fourteen other leaders" are out. Fifteen is the cap, not who is coming. Say "a small group" and "seats are limited".
No claims without a source
Every fact in an ad traces to the class record, the event page or Jon's own words. No invented adjectives.
3 · Before publishing, check
- Name follows the pattern and carries the right code.
- Landing link has the three UTMs and opens the right page.
- Copy passes the six rules above, and the venue city matches the marketing city, not the sheet (Boston, not the town the venue sits in).
- Budget is lifetime with an end date.
- The AI-content label is set on any platform that asks, when the creative used generated imagery or voice.