Skill: 1kalin/afrexai-conversion-copywriting (version 1.0.0)

--- name: afrexai-conversion-copywriting description: Write high-converting copy for any surface — landing pages, emails, ads, sales pages, product descriptions, CTAs, video scripts, and more. Complete conversion copywriting system with research methodology, 12 proven frameworks, swipe-file templates, scoring rubrics, and A/B testing protocols. Use when you need to write or review any copy meant to drive action. --- # Conversion Copywriting Engine > Copy is salesmanship in print. This isn't about writing — it's about selling. Every word earns its place or gets cut. ## Quick Health Check Rate the copy 1-5 on each dimension. Score < 24 = rewrite needed: | # | Dimension | Question | |---|-----------|----------| | 1 | Clarity | Can a 12-year-old understand the offer in 5 seconds? | | 2 | Specificity | Are there numbers, timeframes, and concrete outcomes? | | 3 | Desire | Does the reader WANT the outcome described? | | 4 | Proof | Is there evidence (testimonials, data, logos, case studies)? | | 5 | Urgency | Is there a reason to act NOW vs later? | | 6 | Friction | Are objections addressed before they arise? | | 7 | Voice | Does it sound like a human, not a corporation? | | 8 | CTA | Is the next step crystal clear and low-risk? | **Score: /40** — Below 32 = significant opportunity. Below 24 = copy is actively losing money. --- ## Phase 1: Research Before Writing Never write a single word until you complete this. Bad research = bad copy, no matter how clever. ### 1.1 Voice of Customer (VoC) Mining The goal: steal your customer's EXACT words and mirror them back. **Sources (ranked by value):** | Source | What to Extract | Where to Find | |--------|----------------|---------------| | Support tickets | Pain language, frustration words | Helpdesk, Intercom, Zendesk | | Sales call recordings | Objections, "I wish...", buying triggers | Gong, call notes | | Review sites | Praise patterns, complaint patterns | G2, Capterra, Trustpilot, Amazon | | Reddit/forums | Unfiltered problems, slang, emotional language | r/[industry], Quora, niche forums | | Competitor reviews | What competitors fail at (your opportunity) | G2, App Store, Amazon | | Survey responses | Direct answers to "why did you buy/not buy?" | Typeform, post-purchase surveys | | Social comments | Reaction language, share triggers | Twitter replies, LinkedIn comments | **VoC Extraction Template:** ```yaml voC_research: product: "[Product name]" date: "YYYY-MM-DD" pain_statements: # Exact quotes about the problem - quote: "I spend 3 hours every morning just reconciling invoices" source: "G2 review - AccountingSoft competitor" frequency: "high" # How often this sentiment appears - quote: "" source: "" frequency: "" desire_statements: # What they WANT (outcome language) - quote: "I just want to click one button and have it done" source: "Reddit r/smallbusiness" frequency: "medium" - quote: "" source: "" frequency: "" objection_statements: # Why they hesitate - quote: "Every tool like this requires a PhD to set up" source: "Support ticket" frequency: "high" - quote: "" source: "" frequency: "" trigger_events: # What made them start looking - "Hired 5th employee and spreadsheets broke" - "Missed a tax deadline" - "" words_they_use: # Industry/audience vocabulary - "reconciliation" not "financial harmonization" - "setup" not "onboarding flow" - "" competitors_they_mention: [] buying_criteria: # What matters most (ranked) - "Easy to set up (< 1 hour)" - "Integrates with QuickBooks" - "" ``` ### 1.2 Awareness Levels (Eugene Schwartz) Every piece of copy must match the reader's awareness level. Writing "Buy now!" to someone who doesn't know they have a problem = wasted words. | Level | They Know... | Your Job | Lead With | |-------|-------------|----------|-----------| | **Unaware** | Nothing about the problem | Educate about the pain | Story, shocking stat, question | | **Problem-Aware** | They have a problem | Agitate the pain, introduce solution category | "Tired of X? Here's why..." | | **Solution-Aware** | Solutions exist | Differentiate YOUR solution | "Unlike other tools, we..." | | **Product-Aware** | Your product exists | Overcome objections, prove value | Social proof, comparison, demo | | **Most Aware** | Your product, ready to buy | Remove final friction | Deal, guarantee, urgency | **Rule:** The less aware they are, the longer the copy needs to be. Unaware = long-form education. Most Aware = short CTA + offer. ### 1.3 One Reader, One Offer, One Action Before writing, fill this in: ```yaml copy_brief: surface: "" # Landing page, email, ad, sales page, etc. one_reader: "" # Specific person (not "small businesses" — "Sarah, ops manager at 50-person agency") awareness_level: "" # Unaware / Problem / Solution / Product / Most Aware one_offer: "" # What exactly are you offering? one_action: "" # What exactly should they DO? primary_emotion: "" # Fear, desire, curiosity, frustration, hope proof_available: [] # Testimonials, case studies, data points you can use objections_to_address: [] # Top 3 reasons they'd say no word_count_target: "" # Constraint forces clarity ``` --- ## Phase 2: Headline Writing The headline does 80% of the work. If the headline fails, nothing else matters. ### 2.1 Headline Formulas (12 Proven Patterns) | # | Formula | Example | |---|---------|---------| | 1 | **[Number] Ways to [Desired Outcome] Without [Pain]** | "7 Ways to Cut Hiring Time Without Lowering Standards" | | 2 | **How [Specific Person] [Achieved Result] in [Timeframe]** | "How a 3-Person Agency Landed $240K in Clients in 90 Days" | | 3 | **Stop [Bad Thing]. Start [Good Thing].** | "Stop Guessing at Pricing. Start Charging What You're Worth." | | 4 | **The [Adjective] Way to [Outcome]** | "The Lazy Way to Write Emails That Get Replies" | | 5 | **[Outcome] in [Timeframe] — or [Bold Guarantee]** | "Double Your Pipeline in 30 Days — or We Work Free Until You Do" | | 6 | **Why [Counterintuitive Claim]** | "Why Your Best Salesperson Is Costing You Revenue" | | 7 | **[Pain Statement] → [Outcome Statement]** | "From 60-Hour Weeks → Automated Operations in 14 Days" | | 8 | **What [Respected Group] Knows About [Topic] That You Don't** | "What Top 1% of SaaS Founders Know About Pricing" | | 9 | **Are You Making These [Number] [Mistake Type] Mistakes?** | "Are You Making These 5 Cold Email Mistakes?" | | 10 | **[Big Number/Stat] + Implication** | "83% of Proposals Lose on Price. Here's How to Win on Value." | | 11 | **The [Framework/Secret/Method] Behind [Impressive Result]** | "The 3-Step Method Behind $50M in Closed Deals" | | 12 | **[Direct Command] + [Specific Benefit]** | "Cut Your Client Reporting Time by 80% This Week" | ### 2.2 Headline Quality Test Score each headline candidate 0-2 per criterion: | Criterion | 0 | 1 | 2 | |-----------|---|---|---| | **Specific** | Vague/generic | Somewhat specific | Has numbers, timeframes, or concrete nouns | | **Benefit-driven** | Feature-focused | Implied benefit | Explicit outcome the reader wants | | **Curiosity gap** | No reason to read on | Mild interest | "I NEED to know more" | | **Believable** | Sounds like hype | Plausible | Backed by specificity or proof | | **Emotional** | Flat/corporate | Slightly engaging | Hits fear, desire, curiosity, or frustration | **Score: /10** — Ship at 7+. Below 5 = rewrite. ### 2.3 Subheadline Rules The subheadline expands on the headline promise. It should: - Add specificity the headline couldn't fit - Address the reader directly ("you") - Lower the perceived effort/risk - Create a "nodding" effect (reader thinks "yes, that's me") **Pattern:** `[Expand on headline promise] + [For whom] + [Without the main objection]` Example: Headline: "Double Your Pipeline in 30 Days" Subheadline: "The AI-powered outreach system that books qualified calls for B2B founders — without cold calling or hiring SDRs." --- ## Phase 3: Copy Frameworks (The Arsenal) ### 3.1 Core Frameworks **AIDA — Attention, Interest, Desire, Action** Best for: Landing pages, sales pages, long-form emails ``` ATTENTION: Hook with the biggest pain or boldest promise INTEREST: "Here's why this matters to YOU specifically..." DESIRE: Paint the after-state. Make them feel the transformation. ACTION: Single, clear, low-risk next step. ``` **PAS — Problem, Agitate, Solution** Best for: Short emails, ads, social posts, pain-driven products ``` PROBLEM: State the problem in their words (from VoC research) AGITATE: What happens if they don't solve it? Cost of inaction. SOLUTION: Your product/offer as the bridge from pain to relief. ``` **BAB — Before, After, Bridge** Best for: Case studies, testimonials, transformation stories ``` BEFORE: Paint their current painful reality (specific details) AFTER: Paint the future they want (specific results) BRIDGE: Your product is the bridge between the two. ``` **PASTOR — Problem, Amplify, Story, Transformation, Offer, Response** Best for: Long-form sales pages, webinar scripts ``` PROBLEM: Identify the core pain AMPLIFY: Consequences of not solving (emotional + financial) STORY: Tell a relevant story (yours, a customer's, or a parable) TRANSFORMATION: Show before → after with proof OFFER: Present the solution with everything included RESPONSE: Clear CTA with urgency ``` **4Ps — Promise, Picture, Proof, Push** Best for: Ads, product pages, short landing pages ``` PROMISE: What will the reader get? (Specific outcome) PICTURE: Help them visualize having it (sensory language) PROOF: Evidence it works (testimonials, data, case studies) PUSH: CTA with urgency or scarcity ``` **Star-Story-Solution** Best for: Email sequences, personality-driven brands ``` STAR: Introduce the character (your customer or you) STORY: The struggle and the journey SOLUTION: How the product solved the problem ``` ### 3.2 Framework Selection Guide | Situation | Best Framework | Why | |-----------|---------------|-----| | Cold audience, long page | PASTOR | Needs full education arc | | Warm audience, quick action | PAS | They know the pain, move fast | | Case study / testimonial | BAB | Transformation is the proof | | Product launch | AIDA | Classic structure, works everywhere | | Ad copy (< 100 words) | 4Ps | Compact but complete | | Email nurture sequence | Star-Story-Solution | Builds relationship through narrative | | Retargeting / remarketing | PAS (short) | They already know you, agitate to return | --- ## Phase 4: Surface-Specific Templates ### 4.1 Landing Page Structure ``` [HERO SECTION] ├── Headline (formula from Phase 2) ├── Subheadline (expand + specify + de-risk) ├── Hero image or demo GIF ├── Primary CTA button └── Social proof bar (logos, "Trusted by X companies", star rating) [PROBLEM SECTION] ├── "Sound familiar?" or "You're here because..." ├── 3-4 pain bullets (from VoC, in their words) └── Cost of inaction statement [SOLUTION SECTION] ├── "Here's how [Product] fixes this" ├── 3 key benefits (NOT features) with icons ├── Each benefit: [Benefit headline] + [1-2 sentence expansion] + [Proof point] └── Screenshot or visual [SOCIAL PROOF SECTION] ├── 2-3 testimonials (name, company, result, photo) ├── OR case study snippet (Before → After with numbers) └── Trust badges (security, integrations, awards) [OBJECTION HANDLING SECTION] ├── FAQ or "Common questions" (address top 3-5 objections) └── Each answer is a mini-sale (reframe objection → benefit) [FINAL CTA SECTION] ├── Restate the core promise ├── Risk reversal (guarantee, free trial, no CC required) ├── CTA button (same as hero) └── Urgency element if genuine (limited spots, price going up, deadline) ``` ### 4.2 Email Copy Templates **Cold Email (first touch):** ``` Subject: [Specific observation about their business] [First name], [Observation about their company — proves you did research, 1 sentence] [Problem you solve — framed as "companies like yours" + specific pain, 1-2 sentences] [Result you've delivered — specific number/outcome, 1 sentence] [Soft CTA — question or offer, not "let me know if you want to chat"] [Name] P.S. [Proof point or curiosity hook] ``` **Welcome Email (post-signup):** ``` Subject: You're in — here's your [thing] + what to do first [First name], Welcome to [Product]. You just made a smart move. Here's your [thing they signed up for]: → [Link or attachment] **Your next step (takes 2 minutes):** [Single specific action that gets them to first value] If you hit any snags, reply to this email — I read every one. [Name] [Title] at [Company] ``` **Abandoned Cart / Trial Expiring:** ``` Subject: Still thinking it over? [First name], You [started a trial / added X to cart] [timeframe] ago but didn't [complete / continue]. Totally fine — here's what you might be wondering: **"Is it worth the price?"** [1-2 sentences with proof point / ROI calculation] **"What if it doesn't work for me?"** [Risk reversal — guarantee, refund policy, support] **"I don't have time right now"** [Time-to-value statement — "takes 10 minutes to set up"] [CTA — "Pick up where you left off →"] [Name] ``` ### 4.3 Ad Copy Templates **Facebook/Instagram Ad:** ``` [Hook — first line must stop the scroll, max 125 chars] ↓ [Problem — 1-2 lines, relatable pain] ↓ [Solution — what your product does differently, 1-2 lines] ↓ [Proof — number, testimonial snippet, or social proof] ↓ [CTA — "Click [Link] to [specific outcome]"] ``` **Google Search Ad:** ``` Headline 1: [Primary keyword + benefit] (30 chars) Headline 2: [Proof/number + differentiator] (30 chars) Headline 3: [CTA or offer] (30 chars) Description: [Expand on benefit] + [Address objection] + [CTA] (90 chars) ``` **LinkedIn Ad:** ``` [Pattern interrupt — stat, question, or contrarian take] [2-3 lines expanding on the problem — professional tone, specific to role] [What we built / discovered / proved — 1-2 lines] [CTA with specific value exchange — "Download the playbook" not "Learn more"] ``` ### 4.4 Sales Page (Long-Form) ``` 1. HEADLINE — Biggest promise or transformation 2. SUBHEADLINE — For whom + timeframe + de-risk 3. OPENING STORY — Paint the painful "before" state (2-3 paragraphs) 4. AGITATION — Cost of staying stuck (emotional + financial) 5. INTRODUCTION — "There's a better way" (introduce your solution concept) 6. WHAT'S INCLUDED — Bullet list of everything, each bullet = mini benefit 7. BONUSES — Additional value stacked on top 8. SOCIAL PROOF — 3-5 testimonials with results 9. PRICE REVEAL — Anchor high first, then show actual price 10. GUARANTEE — Risk reversal (money-back, satisfaction, results-based) 11. FAQ — Overcome remaining objections 12. FINAL CTA — Urgency + restate the transformation 13. P.S. — Restate the best benefit + guarantee (many people skip to P.S.) ``` ### 4.5 Product Description ``` [One-line benefit headline — what it DOES for the buyer] [2-3 sentences: who it's for, what problem it solves, key differentiator] Key features: • [Feature] — [Why it matters to the buyer] • [Feature] — [Why it matters to the buyer] • [Feature] — [Why it matters to the buyer] [Social proof snippet — "Used by X", review quote, or stat] [CTA] ``` ### 4.6 Video Script (VSL / Demo) ``` [0:00-0:10] HOOK — Bold claim or question that creates curiosity gap [0:10-0:45] PROBLEM — Paint the pain (specific, relatable scenario) [0:45-1:30] AGITATE — What happens if they don't solve it (costs, risks) [1:30-3:00] SOLUTION — Introduce your product, show it working [3:00-4:00] PROOF — Results, testimonials, before/after [4:00-4:30] OFFER — What they get, what it costs, guarantee [4:30-5:00] CTA — Tell them exactly what to do next ``` --- ## Phase 5: Persuasion Techniques ### 5.1 Power Words by Emotion | Emotion | Words That Trigger It | |---------|----------------------| | **Urgency** | Now, today, deadline, before, expires, limited, last chance, final | | **Curiosity** | Secret, hidden, little-known, discover, revealed, behind-the-scenes | | **Fear** | Mistake, avoid, warning, risk, lose, miss, fail, never | | **Desire** | Imagine, transform, unlock, achieve, breakthrough, freedom | | **Trust** | Proven, guaranteed, tested, backed, certified, research-backed | | **Exclusivity** | Exclusive, invitation-only, limited, handpicked, insider | | **Simplicity** | Easy, simple, quick, effortless, done-for-you, turnkey, one-click | ### 5.2 Objection Handling in Copy Every piece of copy must preemptively address objections. The top 5 universal objections: | Objection | How to Handle It in Copy | |-----------|-------------------------| | **"Too expensive"** | Anchor to higher price first, show ROI, cost of NOT buying, payment plans | | **"I don't have time"** | State time-to-value ("set up in 10 minutes"), show automation | | **"I don't trust you"** | Social proof, guarantee, "cancel anytime", transparent pricing | | **"I don't need it now"** | Cost of delay, urgency (genuine), "every day you wait = $X lost" | | **"It won't work for me"** | Case studies from THEIR industry/role, guarantee, personalization | ### 5.3 Social Proof Hierarchy Not all proof is equal. Use the highest-tier proof available: | Tier | Type | Example | Power | |------|------|---------|-------| | 1 | Named result + photo | "Sarah at Acme grew revenue 40% in 90 days" [photo] | ★★★★★ | | 2 | Specific metric | "Clients average 3.2x ROI in the first quarter" | ★★★★ | | 3 | Volume proof | "Used by 2,400+ companies" | ★★★ | | 4 | Logo bar | [Company logos] | ★★★ | | 5 | Star ratings | "4.8/5 on G2 (200+ reviews)" | ★★ | | 6 | Generic testimonial | "Great product, highly recommend!" | ★ | **Rule:** Always aim for Tier 1-2. If you only have Tier 5-6, go get better proof before writing more copy. ### 5.4 CTA Writing Rules | Rule | Bad | Good | |------|-----|------| | Be specific about what happens | "Submit" | "Get My Free Report" | | Use first person | "Start your trial" | "Start my free trial" | | Reduce perceived risk | "Buy now" | "Try it free for 14 days" | | Show value, not action | "Sign up" | "Start saving 10 hours/week" | | Add urgency if genuine | "Learn more" | "Claim your spot (12 left)" | | One CTA per section | 3 different buttons | Same CTA repeated | ### 5.5 Price Anchoring Always anchor before revealing price: ``` Pattern 1 — Value Stack: "You'd normally pay $500/hr for a consultant to do this. You could hire a full-time person for $80K/year. Or you can get [Product] for $47/month." Pattern 2 — Cost of Problem: "The average company loses $23K/year to [problem]. [Product] costs $97/month. That's a 19x return." Pattern 3 — Competitor Anchor: "[Competitor] charges $299/month for half the features. [Product] gives you everything for $97/month." ``` --- ## Phase 6: Editing & Scoring ### 6.1 The Editing Checklist (run on every piece) **Clarity Pass:** - [ ] Remove every word that doesn't earn its place - [ ] Replace jargon with plain language - [ ] One idea per sentence. One point per paragraph. - [ ] Read it aloud. If you stumble, rewrite. **Specificity Pass:** - [ ] Replace "many" with actual numbers - [ ] Replace "quickly" with actual timeframes - [ ] Replace "improve" with actual outcomes - [ ] Replace "leading" with actual rankings or proof **Engagement Pass:** - [ ] First sentence hooks (would YOU keep reading?) - [ ] Vary sentence length. Short. Then a longer one that builds. Then short again. - [ ] Use "you" more than "we" (3:1 ratio minimum) - [ ] Break up walls of text (no paragraph > 3 lines on mobile) **Conversion Pass:** - [ ] CTA is above the fold AND repeated - [ ] Every section ends with a reason to keep reading or a CTA - [ ] Objections are addressed BEFORE the CTA - [ ] Guarantee or risk reversal is prominent **Trust Pass:** - [ ] No hype words without proof backing them up - [ ] Testimonials have names, companies, and specific results - [ ] Claims are believable (extraordinary claims need extraordinary proof) - [ ] No AI-speak: cut "leverage", "streamline", "seamlessly", "I'd be happy to" ### 6.2 Copy Scoring Rubric (0-100) | Dimension | Weight | 0-2 (Weak) | 3-4 (Average) | 5 (Strong) | |-----------|--------|------------|----------------|------------| | **Headline** | x4 | Generic, no hook | Has a benefit, somewhat specific | Specific, emotional, curiosity gap | | **Clarity** | x3 | Confusing, jargon-heavy | Generally clear, some filler | Crystal clear, concise, scannable | | **Persuasion** | x3 | Lists features only | Some benefits mentioned | Full desire arc with proof | | **Proof** | x3 | No social proof | Generic testimonials | Named results, specific metrics | | **CTA** | x3 | Missing or weak | Present but generic | Specific, low-risk, urgent | | **Voice** | x2 | Corporate/robotic | Acceptable | Sounds like a human who cares | | **Objection Handling** | x2 | None | FAQ section exists | Woven throughout the copy | **Score = Sum of (rating × weight).** Max = 100. | Score | Grade | Action | |-------|-------|--------| | 85-100 | A | Ship it | | 70-84 | B | Minor tweaks, then ship | | 55-69 | C | Significant rewrite needed | | 40-54 | D | Fundamental structure problems | | 0-39 | F | Start over with research | --- ## Phase 7: A/B Testing Protocol ### 7.1 What to Test (Impact Order) Test the highest-impact element first: | Priority | Element | Typical Lift | |----------|---------|-------------| | 1 | Headline | 20-100%+ | | 2 | CTA text + placement | 10-40% | | 3 | Social proof type/placement | 10-30% | | 4 | Price anchoring | 10-50% | | 5 | Page length (long vs short) | 5-30% | | 6 | Image/video | 5-20% | | 7 | Color/design | 2-10% | ### 7.2 Test Design ```yaml ab_test: element: "Headline" hypothesis: "Pain-focused headline will convert better than benefit-focused" control: "Automate Your Client Reporting in Minutes" variant: "Tired of Spending 10 Hours on Reports Nobody Reads?" metric: "click-through rate to pricing page" traffic_split: "50/50" minimum_sample: 500 # per variant for statistical significance duration: "2 weeks or until significance reached" confidence_threshold: "95%" ``` ### 7.3 Statistical Significance Rules - **Minimum 100 conversions** per variant before reading results - **95% confidence** minimum to declare a winner - **Don't peek** — set the duration and wait. Early stopping = false positives - **Test one variable** at a time (headline A vs B, not headline A + CTA A vs headline B + CTA B) - **Document everything** — what you tested, what won, by how much, what you learned --- ## Phase 8: Industry-Specific Copy Angles ### 8.1 B2B SaaS - Lead with time saved or revenue gained (quantified) - Speak to the buyer's BOSS (they need to justify the purchase) - Integration and security are objections, not features (address them, don't lead with them) - Free trial or freemium = expected. If no free tier, need stronger proof. ### 8.2 Professional Services (Consulting, Agencies) - Lead with results from similar clients (specificity wins) - Authority positioning > feature lists - Case studies are your #1 asset - Price = value-based, never hourly (frame accordingly) ### 8.3 E-commerce / DTC - Lead with the transformation, not the product - Social proof = user photos, reviews, influencer endorsements - Urgency must be genuine (fake scarcity = brand damage) - Mobile-first — above-the-fold must convert on a phone ### 8.4 Healthcare / Legal - Compliance language is mandatory but doesn't have to be boring - Trust and credentials > bold claims - Education-first approach (content marketing → conversion) - Risk reversal = critical (consequences of bad choice are high) ### 8.5 Financial Services - Regulatory disclaimers are non-negotiable - Lead with pain of current situation + cost of inaction - Social proof from peers in similar situations - Simplify complexity — if they need a glossary, you've lost them --- ## Phase 9: Swipe File — Ready-to-Use Copy Blocks ### 9.1 Guarantee Templates ``` 30-Day Money-Back: "Try [Product] for 30 days. If it doesn't [specific outcome], email us and we'll refund every penny. No questions, no hassle." Results-Based: "If you don't see [specific measurable result] within [timeframe], we'll work with you for free until you do — or refund in full." Risk Reversal: "You risk nothing. We risk everything. That's how confident we are that [Product] will [outcome]." ``` ### 9.2 Urgency Templates (Genuine Only) ``` Scarcity (real): "We onboard 5 new clients per month to maintain quality. [X] spots left for [Month]." Deadline (real): "This pricing expires [Date] when we launch v2.0. Lock in the current rate now." Cost of Delay: "Every week without [solution], you're losing roughly [$ amount]. That's [$X * weeks until decision] by the time you decide." ``` ### 9.3 Transition Phrases Use these to maintain momentum between sections: ``` Problem → Solution: "Here's the thing..." | "But it doesn't have to be this way." Proof → CTA: "Ready to see the same results?" | "Your turn." Feature → Benefit: "Which means..." | "In plain English:" | "Translation:" Section → Section: "But that's not all." | "It gets better." | "Here's where it gets interesting." ``` ### 9.4 Opening Lines That Hook ``` Stat hook: "83% of proposals lose on price. Yours doesn't have to." Question hook: "What if your biggest competitor's weakness was your biggest opportunity?" Story hook: "Last Tuesday, a 3-person agency closed a $240K deal. Here's exactly how." Contrarian: "Most advice about [topic] is wrong. Here's what actually works." Pain hook: "You know that sinking feeling when [specific pain moment]?" ``` --- ## Phase 10: Anti-Patterns (Copy Killers) | Anti-Pattern | Why It Kills | Fix | |-------------|-------------|-----| | Starting with "We are..." | Nobody cares about you. They care about themselves. | Start with the reader's problem or desired outcome | | Feature dumping | Features don't sell. Benefits sell. | Every feature → "which means [benefit for reader]" | | Weak CTA ("Learn more") | Doesn't tell them what they GET | "[Verb] + [Specific value]" — "Get My Free Playbook" | | Wall of text | Nobody reads dense paragraphs on screens | Max 3 lines per paragraph. Use bullets, bold, whitespace | | Fake urgency | Erodes trust when they see the "deadline" pass | Only use genuine scarcity/deadlines. Preferably cost-of-delay instead | | No social proof | Claims without evidence = marketing fluff | Add proof or lower the claim to what you can prove | | Multiple CTAs | Confused readers don't convert | One CTA per page (can repeat, but always the SAME action) | | AI-speak | "Leverage", "streamline", "empower", "I'd be happy to" | Sound like a human. Read it aloud. Would a person say this? | | Being clever over clear | Puns and wordplay sacrifice clarity | If they have to think about your headline, you lost | | Ignoring mobile | 60%+ of readers are on phones | Short sentences, ample whitespace, thumb-friendly CTA buttons | --- ## Natural Language Commands | Command | What It Does | |---------|-------------| | "Write a landing page for [product]" | Full landing page copy using Phase 4.1 structure | | "Write a cold email to [person/company]" | Cold email using Phase 4.2 template | | "Score this copy" | Run Phases 1 health check + Phase 6.2 rubric | | "Write headlines for [offer]" | Generate 10+ headlines using Phase 2.1 formulas | | "Write a sales page for [product]" | Long-form sales page using Phase 4.4 | | "Write ad copy for [platform]" | Platform-specific ad using Phase 4.3 templates | | "Write a product description for [product]" | Phase 4.5 template | | "Write an email sequence for [goal]" | Multi-email sequence with Phase 4.2 templates | | "Rewrite this copy to convert better" | Edit using Phase 6.1 checklist + fix anti-patterns | | "Run VoC research for [product/market]" | Phase 1.1 research using web search | | "Write a video script for [product]" | Phase 4.6 VSL template | | "A/B test plan for [page/email]" | Phase 7 test design |


Security scan verdicts — ClawScan: clean | static analysis: clean | VirusTotal: clean | SkillSpector: clean (LOW)