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SOP — Promote facts to angle material

Who: Creative Strategist · When: after ingesting and deconflicting a client's content Time: 5–10 minutes per client

What this is for

An angle is an argument. An argument needs evidence. Angle material is the subset of the knowledge base that is strong enough to build an argument from — a fact an ad can lean on without breaking under scrutiny.

Not every fact qualifies. "Family business" is true and usable. "Best in the industry" is a claim nobody can defend and therefore not material. This step decides which is which.

Steps

  1. Brand Intelligence → the client's Knowledge tab.
  2. Read the draft facts. Everything lands as draft. The count of drafts is shown on the workflow map.
  3. For each fact, ask two questions: - *Could a competitor challenge this?* If yes, is there external verification or is it the brand's own assertion? Assertions are fine as angle material — but they need to be graded honestly as asserted, not verified. - *Does this distinguish the client from everyone else in the category?* A fact true of every renovation company is not wrong, but it is not material for an angle that needs to say why *this* one.
  4. Promote by changing the fact's role to angle_material. This is the gate — nothing downstream can build an angle from a fact that hasn't passed it.
  5. Leave what doesn't qualify as approved but not as angle material. It stays in the knowledge base for copy and context. Deleting it is wrong; it is still true.

Judgment calls that stay yours

How distinctive is distinctive enough. "20 years of experience" is true of most established businesses. "Purpose-built joinery workshop on-site" is true of very few. The threshold is: would a reader in the target audience consider this a reason to choose this company over the next one?

When to wait for more content. If a client has only two or three promotable facts, the problem is not your standard — it is that there is not enough source material. Go back to ingest before lowering the bar.

What good looks like

A client with 15–25 features should have 5–10 marked as angle material. If it is fewer than three, there is not enough to generate diverse angles. If it is more than half the base, the filter is too loose and angles will lack specificity.