# Sleep + Recovery — AD COPY BANK

> Headlines, sub-heads, CTAs used across paid creative. Variants stacked for A/B testing.
> Source: product-card.md + canonical-facts.md + customer-voice patterns from Creatine + sleep category research.

---

## Voice anchors

| Tone | Avoid |
|---|---|
| Calm, grounded, "honest friend" | Pharma-clinical · "knock you out" · "zombie sleep" |
| Adult, premium, lived-in | Sleep-aid kitsch (Z's, moons, sheep) |
| Confidence in formula | Magical / mystical / supernatural |
| Hindi-English code-switching OK | Heavy slang · over-Indian-cultural lean |
| Science-grounded plain English | Doctor talk · prescriptions |

---

## Headlines — by angle

### Angle 1 — Problem (insomnia, broken sleep, racing mind)
- "Why you're still tired after a full night."
- "The 11pm scroll. The 1am wake. The 3am stare."
- "Going to bed on time isn't going to sleep."
- "You don't have an insomnia problem. You have a wind-down problem."
- "Your body's in bed. Your mind isn't."

### Angle 2 — Solution / Mechanism
- "Sleep that actually restores you."
- "Fall asleep faster. Wake up restored."
- "Four pathways. One sachet."
- "Magnesium calms. Glycine cools. Theanine quiets. Tart cherry times."
- "A complete sleep protocol — not a single pill."

### Angle 3 — Anti-melatonin / Anti-pill
- "I won't take melatonin."
- "No melatonin pills. No grogginess. No dependency."
- "Pills knock you out. We help you fall asleep."
- "The melatonin habit-loop ends here."
- "What melatonin can't do — calm the racing mind."

### Angle 4 — Clinical proof
- "Asleep 15 minutes faster."
- "60% faster Stage 2 sleep. 65% deep sleep latency reduction."
- "3g of Glycine. Clinically dosed."
- "Backed by Sleep & Biological Rhythms 2007."

### Angle 5 — Offer
- "30% off your first 30 nights."
- "Less than your bedtime chai. ₹47 a night."
- "Subscribe. Save 20%."
- "Try one full sleep cycle. ₹1,400 for 30 nights."

### Angle 6 — Comparison
- "Single-form Mg: 4% absorbed. Triple Mg: three pathways."
- "Tablets in your gut. Or a sachet in your bedside drink."
- "Pills marketed as sleep aids. Or a real sleep protocol."

---

## Subheads — by character count

### ≤80 chars (Meta primary text, short)
- "Triple Magnesium · Glycine · L-Theanine · Tart Cherry. One sachet. 30 nights."
- "Sleep + Recovery. Lemon Mint. 30 sachets. ₹1,400."
- "Fall asleep faster. No melatonin. No grogginess."
- "GABA calms. Glycine cools. Theanine quiets. Cherry times the cycle."

### ≤125 chars (Meta primary text)
- "300mg Triple Magnesium + 3g Glycine + 200mg L-Theanine + 250mg Tart Cherry. A complete sleep protocol. No melatonin pills."
- "Most magnesium absorbs at 4%. Triple Magnesium uses three forms — three absorption pathways. Sleep architecture that compounds."
- "30-45 minutes before bed. Stir, sip, settle. No pills, no grogginess. Real, not magic."

### ≤2200 chars (IG caption)
*See content-frameworks.md for full caption library*

---

## CTAs — by intent

| Intent | CTA |
|---|---|
| First trial | "Try a pack — ₹1,400 for 30 nights →" |
| Subscribe-upsell | "Subscribe & save 20% (₹1,120/cycle) →" |
| Read more | "Read the science →" |
| Founder story | "Hear my story →" |
| Comparison | "See the difference →" |
| Risk reversal | "60-day money-back — try it →" |

---

## Compliance traps to avoid

Auto-flag any copy that says:
- "**cure**" insomnia / sleep
- "**treat**" sleep disorders
- "**clinically proven**" (we say "clinically studied at this dose")
- "**guaranteed**" results
- "**#1**" supplement
- "**FDA approved**" (we say "made in FDA-registered facility")
- "**doctor recommended**" (without a real MD panel)

FSSAI / ASCI flags. Brand manager must review every line.

---

## Winners log

Once paid creative is live, log winners here per Copy ID. Pattern:
```
AD-001-A   live since 2026-MM-DD   CTR 2.1%   spend Rs X
AD-001-B   live since 2026-MM-DD   CTR 1.4%   loser, paused
```

Updated as performance data lands.