Variables: the parts your ads are built from
Variables are the reusable strategy pieces every ad is assembled from — who you’re selling to, why they’d buy, and the words that say it. Build them once and Omnymous mixes and matches them into copy, creatives and pages.
The ladder
Almost everything here builds on the piece before it. Read it once and the whole page makes sense:
- Customer Avatar — who you’re selling to.
- Marketing Angle — why they’d buy. An angle needs a Product and an Avatar.
- Ad Copy and Pages Copy — the words. Every hook, headline, landing page and advertorial is written for a specific Angle.
- Those feed your creatives and pages — the images, videos and landing pages you actually run.
Two more pieces plug into that chain:
- Actors — the persona who fronts UGC-style videos. An actor needs an Avatar.
- Offers — the deal itself: a discount, bonuses, a guarantee. An offer needs a Product and carries a price for each variant.
Open Variables under LIBRARY. The cards along the top are the six categories — Avatars, Angles, Ad Copy, Actors, Pages Copy and Offers — and the grid shows the one you picked.
Customer Avatars
A Customer Avatar is one clearly-drawn segment of your buyers — the Vital Root workspace has The Busy Parent, The Skeptical Optimizer, The Gift Giver and The Considered Buyer. The AI writes to this person, so the sharper the avatar, the sharper the copy.
When you create one, the fields that matter most are their Fears and Desires — what keeps them up at night and what they’re reaching for — plus a narrative Summary that ties their demographics, likes and motivations together. The AI leans on these hardest.
Marketing Angles
A Marketing Angle is the reason a particular avatar would buy a particular product — the promise your ad makes. Click any angle to see what it’s made of.
The panel opens on the Overview tab, laying out the angle’s thinking — its Awareness Stage (how ready the market is to hear it), the Problem Frame it leads with, the Unique Mechanism that makes the promise believable, and its Proof Vector. Switch to the Composition tab for its lineage: the product it sells (Subject of) and the avatar it targets (Written for), plus the research that avatar inherited. That chain is why every ad traces back to who it’s for and why.
Ad Copy
Ad Copy is the writing that goes in the ad, in five kinds: Hook, Body, Primary Text, Headline and Description. Each is written for a Marketing Angle (and can optionally name an Actor).
Creating a hook by hand, the pieces that shape it are the Hook Content itself, the Hook Type (a question, a bold claim, a pain point, a story…), and the Format and Placement that say where it runs — text, video script or image overlay.
Ad Copy is the one category with no Generate shortcut — copy is almost always generated from an angle in Studio rather than started here. Open Studio and pick a hook or headline to write a batch at once.
Pages Copy
Pages Copy is the long-form writing for the pages behind your ads: Landing Page Copy, Product Page Copy, Advertorial Copy and Listicle Copy. Like ad copy, each one is written for a Marketing Angle, so a page carries the same promise as the ad that sent someone to it. The copy here becomes the landing pages you build.
Actors
An Actor is the character who fronts UGC-style content — a Fictional persona you invent or a Creator you’re modelling. Because an actor speaks to a specific audience, an actor is built for a Customer Avatar.
Offers
An Offer is the deal your ad leads with. Click one to see it in full.
Every offer is built for a Product and prices each of its variants. On the panel’s Overview tab, the Variant Pricing table shows the original price struck through against the Offer price, with the saving per row and a total at the foot. Above the numbers you set the Discount Type — Percentage, Fixed Amount, Bundle, BOGO or Free Shipping — and below them the Guarantee, bonuses and any urgency. The Vital Root workspace runs a spread of them: First Order — 20% Off, Complete Routine Bundle and Buy One, Gift One.
Create by hand, or generate
Every category except Ad Copy has a Generate button that opens Studio , where the AI drafts the piece for you from your knowledge and the pieces above it — the fastest way to fill your library. Press Add instead when you already know exactly what you want to test and would rather write it yourself. Both land in the same place.
Every piece knows what it needs
Because the pieces build on each other, the Add panel’s Dependencies tab shows a Requirements checklist and keeps Create switched off until you’ve met it.
Here, a Marketing Angle needs two things — a Product and a Customer Avatar — so the checklist on the Dependencies tab reads 0/2 until you pick both. The same pattern, plus the edit lock that protects a piece other things build on, is covered once in How the Library works.
Troubleshooting
The Create button won’t turn on. A required piece is still missing. The Requirements checklist on the panel’s Dependencies tab and the Select… hint by the button name exactly what to pick — for an angle, a Product and a Customer Avatar.
I can’t edit an angle (or avatar) other pieces are built on. It’s locked while in use — changing it would change everything downstream. Open Used by to see what depends on it, then detach those or edit a copy. Full details in How the Library works.
I don’t see a Generate button. You’re on Ad Copy, the one category without one. Generate hooks, headlines and body copy from an angle in Studio instead.