Strategy fields

The Strategy concept page covers the shape. This is the field reference: what each one is asking for, and what a good answer looks like. Every field is asking one question. What do you actually know about this, and how would the reader say it themselves?

Examples below are illustrative, built around a home-warranty offer. They are not from any live account.

Build Strategy in this order

The five tabs form one chain. Build from the thing you sell toward the copy a visitor sees. Each step gives the next one something concrete to attach to.

Add a Product

What to do. Open Strategy → Products → New product and name what you sell. Add its current capabilities, planned capabilities, limitations, and qualified outcome when you have them.Why it matters. The Product is the root of the tree. Every ICP, Angle, Research entry, and copy line needs something real to point back to.

Strategy Products tab — Strategy, then Products: start with the thing you sell

Define the ICP

What to do. Open Strategy → ICPs → New ICP and describe the person in terms of goals, triggers, beliefs, objections, and language rather than only demographics.Why it matters. Copy briefs are built for a named audience. Without an ICP, the agent has no specific reader to write for, and copy aimed at everyone reads as if it is aimed at no one.

Strategy ICPs tab — Strategy, then ICPs: define who buys and what moves them

Create the Offer or Angle

What to do. Open Strategy → Offers/Angles → New angle and connect a Product to an ICP with one persuasive argument. State the problem, desired outcome, mechanism, proof, qualification, and disqualifiers.Why it matters. The Angle is the thesis a page or ad argues. Two angles with different mechanisms create a useful test; two rewrites of the same claim usually do not.

Strategy Offers and Angles tab — Strategy, then Offers/Angles: one audience, one product, one argument

Attach Research

What to do. Open Strategy → Research → New research and save the source, evidence, and takeaways. Link the entry to the Product, ICP, or Angle it supports.Why it matters. Research is where a claim earns the right to be made. It preserves the original evidence and connects a strategy decision to an actual receipt.

Strategy Research tab — Strategy, then Research: preserve the evidence behind the argument

Build the Copywriting library

What to do. Open Strategy → Copywriting to review headlines, subheadlines, and ad lines written by an agent. Filter by Product, ICP, Angle, status, kind, or surface.Why it matters. Saving copy makes the library compound. A proven line can be adapted, a weak line can be archived, and the rationale preserves why each line was written.

Strategy Copywriting tab — Strategy, then Copywriting: every line stays tied to its strategy and rationale

There is no blank “New copy” form. Lines are generated by an agent and save as testing. Only warehouse-backed experiment results can promote a line to winner.

The sections below are the field-by-field reference for each step.

Products

Strategy → Products → New product. The root of the tree. Every ICP, angle, and copy line traces back to one.

Strategy New product panel — New product: two fields, one required

Field	What it asks for	Example
Name (required)	A short label for what you sell	”Home Warranty Plans”
Description	What it is and who it serves, in a sentence or two	”Annual coverage for home systems and appliances, for homeowners past their builder’s warranty.”
Destination URL	Where a visitor lands to buy or learn more	The offer page this product sells
Current capabilities	What the product does today	”Covers HVAC, plumbing, electrical, and six named appliances.”
Planned capabilities	What is coming but has not shipped	”Roof coverage, Q4.”
Limitations	What it does not do, honestly	”No coverage for pre-existing failures or cosmetic damage.”
Qualified outcome	What counts as a qualified lead or purchase	”Homeowner, property over 5 years old, not currently covered.”
Status	`draft`, `active`, or `archived`

Current and planned capabilities are never merged when a brief is built. This is the mechanism that stops copy promising a roadmap item as a shipped fact. Put a future feature in planned, not in current, even when it is two weeks out.

ICPs

Strategy → ICPs → New ICP. Every field here is a question about a real person, not a demographic bucket.

Strategy New ICP panel — New ICP: grouped into who they are, what stops them, what wins them

Who they are

Field	What it asks for	Example
Name	One line, plain language, who this is	”Renewal-deadline procrastinators”
Summary	A one-line read of this person	”Knows the renewal is coming, keeps not dealing with it.”
Primary goal	What they are actually trying to accomplish	”Compare options and pick one before the renewal deadline hits.”
Buying trigger	The specific event that turns interest into action	”Renewal notice just arrived in their inbox.”
Current state	Where they are today, before your product	”Auto-renewing on a plan they never compared.”
Desired outcome	The outcome they are actually buying	”Confidence they are not overpaying, without a research project.”

What stops them

Field	What it asks for	Example
Customer beliefs (audience truth)	What they believe, true or not, in their terms	”All providers are basically the same, so price is what matters.”
Core objections	Reasons they talk themselves out of it, one per line	”Every provider claims to be cheapest. Why believe this one?”
Fears	What they are afraid of, one per line	”Signing up and finding the thing that breaks is excluded.”
Language to mirror	Their words, one per line	”Didn’t realize it auto-renewed until the charge hit.”
Evidence read	What the two lists above rest on, cited	Links or references to the research behind them

What wins them

Field	What it asks for	Example
Offer	The promise currently pointed at this ICP	”Lock in your current rate before renewal.”
Role in market	What that promise competes against	”Versus doing nothing and auto-renewing.”
Use cases	Concrete situations where they would use it	”30 days out from renewal, comparing two quotes.”

Status

Field	What it asks for	Example
Current decision	Keep, expand, or retire, and why	”Expand. Best conversion rate of any ICP in the last 30 days.”
Confidence	How well evidenced this is: `strong`, `moderate`, `limited`
Status	`proposed`, `draft`, `active`, or `archived`
Notes	Anything else worth keeping	”Skews older. Avoid overly casual copy.”
Product(s)	Which products this ICP applies to	”Home Warranty Plans”

It is tempting to fill an ICP in with a job title and an age range. The fields are deliberately shaped around goals, triggers, beliefs, and objections instead. A demographic tells the ad platform who to target. This tells your agent what to say.

Offers/Angles

Strategy → Offers/Angles → New angle. The persuasive thesis: one or more products, one or more ICPs, and one argument.

Strategy New angle panel — New angle: the promise, an optional incentive, and who it targets

Field	What it asks for	Example
Name	A short label for the argument	”Beat the auto-renewal”
Problem / pain point	The specific problem this angle leads with	”Their plan renews automatically at a higher rate if they miss the cancel window.”
Desired outcome	The dream state the promise delivers	”Lock in today’s rate with zero risk of an unwanted renewal.”
Mechanism	How the product actually gets them there	”We read your renewal date off the policy and quote against it before the window closes.”
Proof	Evidence the promise holds	”Average $340 saved across 1,200 switchers last year.”
Objection handled	The objection this angle exists to defuse	”Everyone claims cheapest, so the claim is doing no work.”
Qualification	Who this offer is for	”Homeowners with a renewal inside 60 days.”
Disqualifiers	Who it is not for	”Renters, and anyone mid-term with no renewal in sight.”
Incentive	The sweetener, if any	”Price-match guarantee for 12 months.”
Price / terms	Price and terms as stated to the buyer
Confidence	`strong`, `moderate`, or `limited`
Status	`proposed`, `draft`, `testing`, `active`, or `archived`
ICP(s) and Product(s)	What this angle targets and sells	An angle must name at least one of the two

Mechanism is the field that separates a real test from a reworded one. Two angles arguing different mechanisms teach you something when one wins. Two angles rewording the same claim teach you which sentence scanned better.

Research

Strategy → Research → New research. Evidence, not opinion. The thing an angle points back to when someone asks how you know that.

Field	What it asks for	Example
Title	A short label for this piece of evidence	”Reddit thread: renewal price shock complaints”
Kind	The category: transcript, competitor, survey, review, and so on	”Transcript”
Source URL	Where it came from, if anywhere	A link to the original thread or interview
Body	The actual quotes, findings, or excerpts	”Didn’t realize it auto-renewed until the charge hit. Wish there was a reminder.”
Takeaways	The findings, one per entry, written to be read on their own	”Surprise is the emotion, not price. Lead with the date, not the discount.”
ICP / Angle / Product	What this evidence supports. Defaults to unassigned	Linked to the matching ICP

Takeaways are what a brief leads with; the body is the long-form backing detail. An entry with a body and no takeaways still reads as its body, so nothing is lost by adding evidence fast and summarizing it later.

Copy lines

Strategy → Copywriting. There is no creation form here. Lines are written by your agent, either directly or while building a page. Clicking a line opens its detail panel.

Strategy Copywriting headline detail panel — A copy line in detail: the text, what it targets, and why it was written

Field	What it asks for	Example
Body	The copy itself	”Lock in your rate before the renewal window closes.”
Kind	`headline`, `subheadline`, `ad_primary`, `ad_headline`, or `ad_description`
Surface	Where it runs: `landing` or `ad`	A headline is written differently for a page than for a feed
Status	`testing`, `winner`, or `archived`
Source	`agent`, `human`, or `imported`
Rationale	Why this line was written this way	”Mirrors the current ad headline closely to reduce post-click message mismatch while keeping the qualification marker.”
Batch	A free label for lines drafted in one pass	”hero test 3”
Targeting	The product, ICP, and angle it argues from	The linked triple

The rationale is the difference between the agent wrote this and the agent wrote this because. It is what a human reads when deciding whether a line deserves promotion.

Copy is not signed off, it wins a test or it does not. Only warehouse-backed experiment results move a line to winner; your agent cannot promote its own work. Archive retired lines rather than deleting them, since the library is also the record of what was tried.

For your agent

Tool	What it does
`get_strategy_brief`	One bounded product + ICP + angle brief with linked evidence and explicit gaps
`get_copy_brief`	The same brief plus existing copy lines and the exact copy gaps for an ad or page
`list_copy_lines`	Read the library, filtered by kind, surface, status, angle, or ICP
`create_copy_lines`	Save a batch of new lines, each with a rationale
`update_copy_line`	Edit one line or change its status

Products, ICPs, angles, and research are authored in the dashboard, by you or by granvl’s built-in agent, which has its own tools for creating and updating them. Your MCP-connected agent reads them through the brief tools and tells you what is missing.

Getting started

Concepts

Guides

Reference

Updates

Strategy fields

Build Strategy in this order

Products