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

# Conversion Copywriter — The Complete Persuasion System Write copy that converts. Every headline, landing page, email, ad, and sales page — engineered for action using proven frameworks, psychology, and systematic testing. --- ## Phase 1: Copy Brief (Before You Write a Single Word) Every copy project starts with a brief. Skip this and you're guessing. ```yaml copy_brief: project: "[Landing page / Email sequence / Ad campaign / Sales page]" objective: "[Signups / Purchases / Demos / Downloads]" target_audience: who: "[Job title, demographic, situation]" awareness_level: "[Unaware / Problem-Aware / Solution-Aware / Product-Aware / Most-Aware]" primary_pain: "[Their #1 frustration in their own words]" desired_outcome: "[What they actually want — the transformation]" current_alternative: "[What they do now instead of your solution]" objections: - "[Top objection 1]" - "[Top objection 2]" - "[Top objection 3]" offer: product: "[What you're selling]" unique_mechanism: "[HOW it works differently — the thing that makes you believe]" primary_benefit: "[Single biggest outcome]" proof_points: - "[Stat, testimonial, case study, demo]" guarantee: "[Risk reversal — money-back, free trial, etc.]" cta: "[Exact action you want them to take]" voice: brand_personality: "[Authoritative / Friendly / Provocative / Empathetic]" tone_for_this_piece: "[Urgent / Educational / Conversational / Bold]" reading_level: "[Grade 5-8 for mass market, 8-12 for B2B]" constraints: word_count: "[Target length]" platform: "[Web / Email / Social / Print]" compliance: "[Any legal/regulatory requirements]" ``` ### Audience Awareness Levels (Eugene Schwartz) This determines EVERYTHING about your copy structure: | Level | They Know | Your Copy Must | Open With | |-------|-----------|----------------|-----------| | **Unaware** | Nothing about the problem | Educate → Agitate → Solve | A story or pattern interrupt | | **Problem-Aware** | They have a problem | Agitate → Present solution | Their pain in their words | | **Solution-Aware** | Solutions exist | Differentiate your approach | Your unique mechanism | | **Product-Aware** | Your product exists | Overcome objections + prove | Proof and social proof | | **Most-Aware** | They're almost ready | Make the offer irresistible | The deal — price, bonus, urgency | **Rule:** Never sell to Unaware audiences the way you'd sell to Most-Aware. Match the message to the mind. --- ## Phase 2: Research (The 80/20 of Great Copy) Great copy is assembled, not written. 80% research, 20% writing. ### Voice-of-Customer (VoC) Mining Search these sources for the exact language your audience uses: 1. **Amazon reviews** (of competing books/products) — 3-star reviews = balanced, honest language 2. **Reddit/forums** — search `[problem] site:reddit.com` for raw frustration 3. **G2/Capterra/Trustpilot** — competitor reviews, especially 2-3 star 4. **Support tickets / sales call transcripts** — goldmine for objection language 5. **Social comments** — competitor posts, industry influencers 6. **Survey responses** — if you have them ### What to Extract For each source, capture: ```yaml voc_nugget: source: "[Where you found it]" quote: "[Exact words they used]" category: "[pain / desire / objection / language]" power_level: "[1-5 — how emotionally charged]" usable_as: "[headline / bullet / testimonial / objection handler]" ``` **Goal:** Collect 30-50 nuggets before writing. The best headlines are stolen from customer mouths. ### Competitor Copy Audit For each competitor: - Screenshot their landing page / key emails - Note: headline, subhead, CTA, proof elements, guarantee, pricing frame - Rate: clarity (1-5), desire (1-5), urgency (1-5), differentiation (1-5) - Identify gaps: what are they NOT saying that you could? --- ## Phase 3: Core Copywriting Frameworks ### Framework 1: AIDA (Attention → Interest → Desire → Action) The classic. Works for landing pages, emails, ads, sales pages. ``` ATTENTION: Stop the scroll. Bold claim, provocative question, or pattern interrupt. INTEREST: Elaborate on the problem. Make them nod: "that's exactly me." DESIRE: Show the transformation. Paint the after-state with specificity. ACTION: Clear, single CTA. Remove all friction. ``` **Template:** ``` [HEADLINE — the promise or the pain, 6-12 words] [SUBHEAD — elaborate on headline, add specificity or curiosity] You know the feeling. [Describe their current painful situation in 2-3 sentences. Use their language. Make it vivid.] [2-3 sentences expanding the problem — what it costs them (time, money, reputation, stress)] Here's the thing: [Introduce your unique mechanism — HOW your solution works differently] [3-5 bullet points of specific benefits, each starting with a verb] [Social proof block — testimonial, stat, or case study] [CTA button: Verb + Benefit, e.g., "Start Saving 10 Hours/Week"] [Risk reversal: guarantee, free trial, no-commitment language] ``` ### Framework 2: PAS (Problem → Agitate → Solution) Best for pain-driven products. Short-form emails, ads, social posts. ``` PROBLEM: State it plainly. One sentence. AGITATE: Twist the knife. What happens if they DON'T solve it? Emotional cost. SOLUTION: Your product as the relief. Specific. Credible. ``` **Template:** ``` [PROBLEM — 1 sentence, their exact words] And it's getting worse. [Agitate — 2-3 sentences on cascading consequences. Future-pace the pain. "If you don't fix this, in 6 months you'll be..."] [SOLUTION — Introduce product. 1-2 sentences. HOW it solves it specifically.] [Proof — one compelling data point or testimonial] [CTA] ``` ### Framework 3: BAB (Before → After → Bridge) Best for aspirational products, coaching, lifestyle. Social posts, emails. ``` BEFORE: Their current frustrating reality (specific, vivid) AFTER: Their desired future state (specific, vivid, emotional) BRIDGE: Your product/service is the bridge between the two ``` ### Framework 4: 4Ps (Promise → Picture → Proof → Push) Best for sales pages and long-form. ``` PROMISE: Bold, specific claim (your headline) PICTURE: Vivid description of life after using your product PROOF: Evidence — testimonials, data, case studies, demos PUSH: Urgency + CTA — why act now? ``` ### Framework 5: PASTOR (Problem → Amplify → Story → Transformation → Offer → Response) Best for long-form sales pages, webinar scripts, video sales letters. ``` P — PROBLEM: Identify the pain (in their words) A — AMPLIFY: What happens if they ignore it? Emotional + financial cost S — STORY: Tell a story (yours, a client's) of facing the same problem T — TRANSFORMATION: Show the before/after. Specific results. O — OFFER: Present your solution. What they get. Stack the value. R — RESPONSE: CTA. Tell them exactly what to do. Remove all risk. ``` ### Framework Selection Guide | Situation | Best Framework | Why | |-----------|---------------|-----| | Landing page (SaaS) | AIDA or 4Ps | Structured, covers all bases | | Cold email | PAS | Short, punchy, pain-focused | | Social media post | BAB | Quick, aspirational | | Long sales page | PASTOR | Deep narrative, high-ticket | | Ad (Facebook/Google) | PAS or AIDA | Compressed, attention-first | | Welcome email | BAB | Sets the vision | | Re-engagement email | PAS | Reminds them of unresolved pain | --- ## Phase 4: Headline Mastery The headline does 80% of the work. If the headline fails, nothing else matters. ### The 7 Headline Types (With Templates) **1. Benefit-Driven** ``` Get [Desired Outcome] Without [Pain Point] [Number] [People Like Them] Already [Achieved Result] The Fastest Way to [Outcome] — Even If [Objection] ``` **2. Curiosity-Gap** ``` Why [Common Approach] Is Killing Your [Goal] (And What to Do Instead) The [Adjective] [Thing] That [Surprising Result] What [Authority] Knows About [Topic] That You Don't ``` **3. How-To** ``` How to [Achieve Goal] in [Timeframe] (Step-by-Step) How [Specific Person] Went From [Before] to [After] in [Time] How to [Goal] Without [Sacrifice] ``` **4. Listicle** ``` [Number] Ways to [Benefit] (That Actually Work) [Number] Mistakes That Are Costing You [Loss] [Number] [Things] Every [Audience] Should Know ``` **5. Question** ``` Are You Making These [Number] [Topic] Mistakes? What If You Could [Dream Outcome] in Just [Timeframe]? Is [Common Practice] Actually Hurting Your [Goal]? ``` **6. Command** ``` Stop [Bad Behavior] and Start [Good Behavior] Forget Everything You Know About [Topic] Stop Losing [Value] — [Solution] in [Time] ``` **7. Proof-Led** ``` How We Generated [Specific Number] in [Time] With [Method] [Real Name] Went From [Before] to [After] — Here's How [Number]% of [Audience] Saw [Result] Within [Time] ``` ### Headline Quality Checklist (Score 0-10) | Criteria | 0-1 | 5 | 9-10 | |----------|-----|---|------| | **Specificity** | Vague promise | Some detail | Exact numbers/outcomes | | **Relevance** | Generic | Somewhat targeted | Speaks to their exact situation | | **Curiosity** | No reason to read on | Mild interest | Can't NOT click | | **Clarity** | Confusing | Understandable | Instantly clear what you get | | **Emotional Pull** | Flat | Some feeling | Hits a nerve (pain or desire) | **Rule:** Write 25+ headlines. Pick the top 3. Test them. The first headline you write is almost never the best. --- ## Phase 5: Persuasion Psychology (The Science Behind Conversion) ### 12 Cognitive Triggers Use these ethically. Manipulation destroys trust. Persuasion serves both parties. | Trigger | How It Works | Copy Example | |---------|-------------|--------------| | **Social Proof** | We follow the crowd | "Join 14,000+ teams using..." | | **Scarcity** | Limited = valuable | "Only 12 spots left this quarter" | | **Urgency** | Time pressure | "Price increases Friday at midnight" | | **Authority** | Experts = credible | "Recommended by [known name/brand]" | | **Reciprocity** | Give first, ask second | Free tool/guide before the ask | | **Commitment** | Small yes → big yes | "Start with our free plan" | | **Loss Aversion** | Losing > gaining | "You're leaving $X/month on the table" | | **Anchoring** | First number frames all | "Normally $5,000 — yours for $497" | | **Contrast** | Side-by-side comparison | "Hiring costs $80K/yr. This costs $49/mo" | | **Curiosity Gap** | Open loop = must close | "The strategy most agencies won't tell you" | | **Identity** | We buy who we want to be | "Built for founders who ship" | | **Specificity** | Specific = believable | "37% increase" beats "significant increase" | ### The Objection Destruction Framework For every copy piece, address the top 3-5 objections. Use this structure: ``` OBJECTION: "[What they're thinking]" ACKNOWLEDGE: "You might be wondering..." or "Fair question." REFRAME: "[Why this objection doesn't apply / is actually a benefit]" PROVE: "[Testimonial, stat, or guarantee that neutralizes it]" ``` **Common objection patterns:** | Objection Type | Example | Best Response | |---------------|---------|---------------| | Price | "Too expensive" | Anchor against alternative cost (hiring, time, lost revenue) | | Time | "I'm too busy" | Show time savings with specific numbers | | Trust | "How do I know it works?" | Case study + guarantee + specific results | | Relevance | "Not for my situation" | Use their industry/role in examples | | Complexity | "Seems complicated" | "3 steps" / "works in 10 minutes" | | Risk | "What if it doesn't work?" | Guarantee: "30-day money-back, no questions" | --- ## Phase 6: Copy Types — Complete Templates ### Landing Page (Above the Fold) ``` [NAVIGATION — minimal. Logo + 1 CTA button in nav] [HEADLINE — 6-12 words. Primary benefit or pain resolution] [SUBHEADLINE — 15-25 words. Elaborate on headline. Add specificity, curiosity, or credibility] [HERO IMAGE/VIDEO — show the product in use or the outcome] [PRIMARY CTA BUTTON — Verb + Benefit. High contrast color] [Friction reducer underneath: "Free trial" / "No credit card" / "2-minute setup"] [SOCIAL PROOF BAR — logos, "Trusted by X companies", star ratings] ``` ### Landing Page (Full Structure) ``` 1. Hero (above fold) — headline, subhead, CTA, social proof bar 2. Problem Section — "You're dealing with..." (3 pain points) 3. Solution Section — "Here's how [Product] fixes this" (3 benefits with icons) 4. How It Works — 3 numbered steps (simple, visual) 5. Social Proof — 2-3 testimonials with photo, name, result 6. Features → Benefits — don't list features, translate to outcomes 7. Objection Handling — FAQ or "But what if..." section 8. Case Study — one detailed before/after story 9. Pricing — anchored, with most popular plan highlighted 10. Final CTA — repeat the primary CTA with urgency 11. Risk Reversal — guarantee badge/text ``` ### Email Sequence (Welcome — 5 emails) ```yaml email_1_welcome: timing: "Immediately after signup" subject: "Welcome to [Product] — here's your first win" goal: "Deliver quick value, set expectations" structure: - "Welcome + what they just got access to" - "ONE thing to do right now (their first quick win)" - "What to expect (email frequency, what's coming)" - "P.S. — Reply to this email with your biggest challenge with [topic]" email_2_value: timing: "Day 2" subject: "[Specific useful tip or resource]" goal: "Prove expertise, build trust" structure: - "Teach one actionable thing (not product-related)" - "Show you understand their world" - "Soft CTA: 'Check out [feature] for more of this'" email_3_story: timing: "Day 4" subject: "How [Name] went from [Before] to [After]" goal: "Social proof through narrative" structure: - "Tell a customer success story (BAB framework)" - "Specific numbers and timeline" - "CTA: 'Want results like this? Here's how to get started'" email_4_objection: timing: "Day 6" subject: "The #1 question we get about [Product]" goal: "Handle the biggest objection" structure: - "Acknowledge the concern honestly" - "Reframe with data or logic" - "Prove with testimonial or guarantee" - "CTA: 'See for yourself — [start trial / book demo]'" email_5_urgency: timing: "Day 8" subject: "Last chance: [Specific offer with deadline]" goal: "Convert fence-sitters" structure: - "Remind of the transformation (BAB)" - "Stack the value: everything they get" - "Add urgency: deadline, limited spots, price increase" - "Risk reversal: guarantee" - "Clear CTA" ``` ### Cold Outreach Email ``` SUBJECT: [Specific result] for [their company/role] (Never generic. Never "Quick question." Never salesy.) [First line — specific observation about THEM. Not about you.] [One sentence: the problem you solve, stated as an outcome.] [One proof point: "[Similar company] saw [specific result] in [timeframe]."] [CTA — low commitment: "Worth a 15-min call to see if this fits?"] [Sign-off — name, title. No "Sent from my iPhone." No multi-paragraph signature.] ``` **Cold email rules:** - Under 100 words total - No attachments - No "I hope this finds you well" - No "I'd love to pick your brain" - One CTA only - Personalization in first line is mandatory ### Ad Copy (Facebook/Instagram) ``` PRIMARY TEXT (125 chars visible before "See More"): [Hook — pattern interrupt or bold claim. Stop the scroll.] [EXPANDED TEXT]: [Problem — 1 sentence, their language] [Agitate — what it costs them] [Solution — what you offer, one sentence] [Proof — one stat or testimonial, one line] [CTA — "Click below to [specific outcome]"] HEADLINE (40 chars): [Benefit, not feature] DESCRIPTION (30 chars): [Supporting detail or urgency] CTA BUTTON: [Learn More / Sign Up / Get Offer — match funnel stage] ``` ### Google Ads ``` HEADLINE 1 (30 chars): [Primary keyword + benefit] HEADLINE 2 (30 chars): [Differentiator or proof] HEADLINE 3 (30 chars): [CTA or urgency] DESCRIPTION 1 (90 chars): [Expand on benefit. Include keyword naturally. CTA.] DESCRIPTION 2 (90 chars): [Proof point or second benefit. Risk reversal.] ``` ### Product Description (Ecommerce) ``` [HEADLINE: Outcome-focused, not feature-focused] [Opening paragraph: Who this is for + the #1 benefit they'll experience] WHAT MAKES IT DIFFERENT: • [Benefit 1 — tied to a specific feature] • [Benefit 2 — tied to a specific feature] • [Benefit 3 — tied to a specific feature] [Technical specs / dimensions / materials — for the detail-seekers] [Social proof: star rating, review quote, "X,000 sold"] [CTA: "Add to Cart" / "Buy Now" with urgency element] ``` ### Sales Page (Long-Form — Complete Structure) ``` 1. PRE-HEAD: "[Attention] For [specific audience] who want [outcome]" 2. HEADLINE: The big promise 3. SUBHEAD: Specificity + credibility layer 4. OPENING: Story or problem statement (PAS or PASTOR) 5. PROBLEM EXPANSION: 3-5 specific symptoms they recognize 6. FAILED ALTERNATIVES: What they've tried (and why it didn't work) 7. UNIQUE MECHANISM: Your "aha" — the thing that makes THIS solution different 8. BENEFIT STACK: 7-10 bullets, each Benefit → because Feature → so that Outcome 9. SOCIAL PROOF: 3-5 testimonials (diverse: different roles, industries, results) 10. OFFER STACK: Everything they get, with perceived value next to each 11. PRICE REVEAL: Anchored against alternatives. "Not $X. Not $Y. Just $Z." 12. BONUSES: 2-3 extras that increase perceived value 13. GUARANTEE: Bold, specific, generous. "Full refund within 60 days. Keep the bonuses." 14. URGENCY: Real deadline or real scarcity (never fake) 15. FINAL CTA: Repeat offer summary + button 16. P.S.: Restate the key benefit + the guarantee (many readers skip to P.S.) ``` --- ## Phase 7: Bullet Point Mastery Bullets do heavy lifting. Most copy lives or dies on bullet quality. ### The Bullet Formula ``` [POWER WORD] + [SPECIFIC BENEFIT] + [CURIOSITY/PROOF] ``` ### 6 Bullet Types **1. Benefit Bullet:** ``` ✓ Save 10+ hours every week on reporting (so you can focus on strategy) ``` **2. Curiosity Bullet:** ``` ✓ The counterintuitive pricing trick that increased our revenue 42% overnight ``` **3. Proof Bullet:** ``` ✓ Used by 3,200+ agencies in 40 countries (including 4 Fortune 500 firms) ``` **4. Fear Bullet:** ``` ✓ The hidden compliance gap that's exposing 73% of SaaS companies to lawsuits ``` **5. How-To Bullet:** ``` ✓ How to write proposals that close in 48 hours (not 3 weeks) ``` **6. Specificity Bullet:** ``` ✓ 14 pre-built email templates tested across 200K+ sends (avg. 34% open rate) ``` **Rule:** Mix bullet types. Never use more than 3 of the same type in a row. --- ## Phase 8: CTA Optimization ### CTA Formula ``` [ACTION VERB] + [SPECIFIC BENEFIT] + [TIME/EASE QUALIFIER] ``` **Examples:** ``` ✓ "Start Saving 10 Hours/Week — Free for 14 Days" ✓ "Get Your Custom Growth Plan in 2 Minutes" ✓ "Download the 47-Point Checklist (Free)" ✗ "Submit" / "Click Here" / "Learn More" (weak, vague) ``` ### CTA Placement Rules | Location | Type | Purpose | |----------|------|---------| | Above fold | Primary button | Catch ready buyers | | After problem section | Text link | Catch pain-motivated | | After social proof | Primary button | Catch proof-seekers | | After pricing | Primary button | Catch decision-makers | | Bottom of page | Primary button + guarantee | Catch completionists | | Sticky bar/footer | Persistent CTA | Catch scrollers | ### Friction Reducers (Place Near CTAs) ``` "No credit card required" "Cancel anytime — no questions asked" "Takes less than 2 minutes" "Join 14,000+ [audience] who already [outcome]" "100% money-back guarantee" ``` --- ## Phase 9: Copy Scoring Rubric (0-100) Score every piece before publishing: | Dimension | Weight | 0-2 | 5 | 8-10 | |-----------|--------|-----|---|------| | **Clarity** | 20% | Confusing, jargon-heavy | Mostly clear | Crystal clear, grade-school readable | | **Specificity** | 15% | Vague claims, no numbers | Some specifics | Exact numbers, names, timeframes | | **Emotional Resonance** | 15% | Flat, corporate | Some feeling | Hits pain or desire viscerally | | **Proof** | 15% | No evidence | One proof point | Multiple proof types stacked | | **CTA Strength** | 10% | Weak/missing CTA | Generic CTA | Specific, benefit-driven, low friction | | **Objection Handling** | 10% | Ignores doubts | Addresses 1-2 | Systematically neutralizes top 3+ | | **Voice Consistency** | 10% | Tone shifts randomly | Mostly consistent | Natural, human, on-brand throughout | | **Readability** | 5% | Dense paragraphs | OK formatting | Short paragraphs, bullets, visual hierarchy | **Score interpretation:** - **90-100:** Ship it. Strong conversion likely. - **70-89:** Good. Test it, iterate on weak dimensions. - **50-69:** Mediocre. Rewrite weakest 2-3 dimensions. - **Below 50:** Start over with a fresh brief. --- ## Phase 10: A/B Testing Protocol Never trust your instincts. Test everything. ### What to Test (Priority Order) 1. **Headlines** — highest leverage, test first always 2. **CTA text and color** — second highest impact 3. **Social proof placement** — where and what type 4. **Price framing** — anchoring, struck-through, monthly vs annual 5. **Page length** — short vs long (depends on awareness level) 6. **Images** — product screenshot vs lifestyle vs video thumbnail ### Testing Rules - **One variable at a time** — never test headline AND CTA simultaneously - **Minimum sample:** 100 conversions per variant before calling a winner - **Statistical significance:** 95% confidence minimum - **Run for full weeks** — don't stop mid-week (day-of-week effects) - **Document everything:** ```yaml ab_test: test_id: "[descriptive name]" hypothesis: "[Changing X will improve Y because Z]" variable: "[headline / CTA / image / etc.]" control: "[current version]" variant: "[new version]" metric: "[conversion rate / CTR / revenue per visitor]" start_date: "[YYYY-MM-DD]" end_date: "[YYYY-MM-DD]" sample_size: "[per variant]" result: control_rate: "[X%]" variant_rate: "[Y%]" confidence: "[Z%]" winner: "[control / variant]" lift: "[+/-X%]" learning: "[What this teaches us about our audience]" ``` --- ## Phase 11: Platform-Specific Rules ### Web Copy - Above-fold load time < 3s — heavy copy on slow pages never converts - F-pattern reading: front-load important info on the left - Mobile-first: 60%+ traffic is mobile — test on phone before desktop - Max 3-4 lines per paragraph on desktop, 2-3 on mobile ### Email Copy - Subject line < 50 chars (mobile truncation) - Preview text is your second headline — write it intentionally - One CTA per email (multiple links to same destination is fine) - Plain text outperforms heavy HTML for B2B - P.S. line gets read more than any paragraph — use it ### Social Copy - First line must hook — everything after is "See More" - Use line breaks aggressively (each line = new thought) - Emojis: 1-2 max in professional contexts, more in consumer - End with a question to boost comments (algorithm signal) ### Ad Copy - Match ad copy to landing page headline (message match = higher Quality Score) - Negative keywords save budget — review search terms weekly - Dynamic keyword insertion: `{KeyWord:Default}` in headlines - Retargeting ads: objection-handling copy, not awareness copy --- ## Phase 12: Copy Editing Checklist Run every piece through this before publishing: ### Cut - [ ] Remove every "very," "really," "actually," "just," "that" (unless needed for rhythm) - [ ] Kill adverbs — if the verb needs an adverb, use a stronger verb - [ ] Delete any sentence that doesn't earn its place (does it inform, persuade, or move forward?) - [ ] Remove weasel words: "might," "could," "possibly," "somewhat" ### Strengthen - [ ] Replace passive voice with active ("was improved by" → "improved") - [ ] Convert features to benefits ("AI-powered" → "saves you 3 hours daily") - [ ] Add numbers wherever possible ("fast results" → "results in 48 hours") - [ ] Replace "we" with "you" (reader-centric, not company-centric) ### Format - [ ] No paragraph longer than 4 lines on desktop - [ ] Subheadings every 3-5 paragraphs (scannable) - [ ] Bullets for any list of 3+ items - [ ] Bold key phrases (not whole sentences) - [ ] One idea per paragraph ### Proof - [ ] Read it aloud — if you stumble, rewrite - [ ] Hemingway App or equivalent: target grade 6-8 - [ ] Check: would a stranger understand this in 5 seconds? - [ ] Show to someone outside your industry — do they get it? --- ## Phase 13: Swipe File Management Build your own library of proven copy. ```yaml swipe: source: "[URL or screenshot location]" brand: "[Company name]" type: "[landing page / email / ad / sales page]" what_works: "[Specific technique: headline formula, proof stacking, etc.]" steal_this: "[Exact pattern you can adapt]" date_saved: "[YYYY-MM-DD]" tags: ["headline", "social-proof", "urgency", "B2B"] ``` **Swipe file rules:** - Save 2-3 pieces per week minimum - Tag by technique, not by industry - Review monthly — spot patterns in what attracts you - Adapt structures, never copy verbatim --- ## Phase 14: Advanced Techniques ### The "So What?" Test After every claim, ask "So what?" If you can't answer with a specific benefit to the reader, delete the claim. ``` "Our platform uses machine learning." → So what? "It predicts which leads will close so you stop wasting time on dead-ends." ✓ ``` ### The "One Reader" Rule Write to ONE specific person. Not "businesses." Not "marketers." One human with a name, a frustration, and a deadline. If you can't picture them reading your copy, it's too generic. ### The Contrast Principle Always anchor your price/effort against something bigger: ``` "A single bad hire costs $50K. This costs $499/year." "You'll spend 400 hours doing this manually. Or 4 hours with [Product]." ``` ### Future Pacing Describe their life AFTER using your product. Be specific. Engage senses. ``` "Imagine opening your laptop Monday morning to a dashboard showing every deal moving forward automatically. No missed follow-ups. No spreadsheet chaos." ``` ### The Bucket Brigade Transition words that keep readers scrolling: ``` "Here's the thing:" "But it gets better." "Now here's where it gets interesting." "Think about it:" "The bottom line?" "And the best part?" ``` ### Power Words (Use in Headlines and Bullets) | Category | Words | |----------|-------| | **Urgency** | Now, Today, Instant, Fast, Deadline, Limited, Final | | **Exclusivity** | Secret, Insider, Private, Members-only, Invitation | | **Proof** | Proven, Tested, Guaranteed, Verified, Data-backed | | **Ease** | Simple, Easy, Effortless, Quick, Painless, Done-for-you | | **Value** | Free, Bonus, Premium, Unlock, Access, Exclusive | | **Emotion** | Crushing, Devastating, Skyrocket, Transform, Breakthrough | --- ## Phase 15: Natural Language Commands ``` "Write a landing page for [product]" → Brief + AIDA landing page "Write cold email for [audience]" → Research + PAS cold email "Score this copy" → Run 0-100 rubric with feedback "Write 25 headlines for [topic]" → Headline variations across all 7 types "Write email sequence for [product]" → 5-email welcome sequence "Write ad copy for [platform]" → Platform-specific ad copy "Write sales page for [offer]" → Long-form PASTOR sales page "Handle objections for [product]" → Objection destruction framework "Audit this copy: [paste]" → Editing checklist + scoring + rewrite "Write bullets for [feature list]" → 6-type bullet variations "Write CTA options for [page]" → 10+ CTA variations with scoring "Compare frameworks for [situation]" → Framework selection with rationale ``` --- ## Edge Cases ### Regulated Industries (Finance, Health, Legal) - No income claims without disclaimers - "Results may vary" mandatory with testimonials - Avoid superlatives ("best," "guaranteed results") — use "designed to" language - Have compliance review BEFORE publishing, not after ### B2B vs B2C - **B2B:** Longer consideration. More proof needed. ROI language. Multiple stakeholders. - **B2C:** Shorter. More emotional. Aspirational. Single decision-maker. - **B2B2C:** Write for the buyer (B2B) AND their customer (B2C) simultaneously. ### High-Ticket ($5K+) - Longer copy works better (more objections to handle) - Case studies mandatory — abstract claims won't close - Personal touch: video, hand-signed, "from [Founder Name]" - Risk reversal must be generous and specific ### Low-Ticket (<$50) - Short copy often wins (less deliberation needed) - Social proof: volume numbers ("10K+ customers") - Impulse triggers: urgency, simplicity, instant access ### International / Non-English - Research local idioms — direct translation kills conversion - Cultural sensitivity: humor, urgency, authority vary by culture - Currency, date format, measurement units — match the market - Test separately — what works in US rarely works in Japan unchanged

path: README.md
content: # AfrexAI Conversion Copywriter ✍️⚡

The complete persuasion system for AI agents. Write landing pages, emails, ads, and sales pages that convert — using proven frameworks, psychology, and systematic testing.

## What This Does

Turns your AI agent into a conversion-focused copywriter with:

- **15 phases** covering the entire copy lifecycle — from research to testing
- **6 proven frameworks** (AIDA, PAS, BAB, 4Ps, PASTOR) with decision guide
- **Complete templates** for landing pages, email sequences, cold outreach, ads, sales pages, product descriptions
- **Headline mastery** — 7 headline types with 20+ templates and scoring rubric
- **12 cognitive triggers** with ethical application examples
- **Objection destruction framework** — systematically neutralize every doubt
- **100-point copy scoring rubric** across 8 weighted dimensions
- **A/B testing protocol** with statistical methodology
- **Platform-specific rules** for web, email, social, and ads
- **Editing checklist** — cut, strengthen, format, proof
- **Voice-of-Customer research** methodology — write copy from real customer language

## Install

```bash
clawhub install afrexai-conversion-copywriter
```

## Quick Start

Tell your agent:
- `"Write a landing page for [product]"` — get a complete, structured landing page
- `"Score this copy: [paste your draft]"` — get a 0-100 score with actionable fixes
- `"Write 25 headlines for [topic]"` — headline variations across all 7 types
- `"Write cold email for [audience]"` — research-backed PAS outreach

## ⚡ Level Up Your Copywriting

This free skill gives you the frameworks. Our **AI Agent Context Packs** ($47) give your agent deep industry knowledge to write copy that actually resonates with specific verticals:

- **SaaS Context Pack** — SaaS-specific messaging, pricing page copy, PLG conversion
- **Ecommerce Context Pack** — Product descriptions, abandoned cart sequences, seasonal campaigns
- **Professional Services Pack** — Authority positioning, case study copy, proposal language
- **Healthcare / Fintech / Legal Packs** — Compliant copy that still converts

👉 **Browse all 10 packs:** [AfrexAI Context Packs Store](https://afrexai-cto.github.io/context-packs/)

## 🔗 More Free Skills by AfrexAI

- [afrexai-email-marketing-engine](https://clawhub.com/skills/afrexai-email-marketing-engine) — Complete email marketing & deliverability system
- [afrexai-seo-content-engine](https://clawhub.com/skills/afrexai-seo-content-engine) — SEO article writing with keyword research
- [afrexai-brand-strategy](https://clawhub.com/skills/afrexai-brand-strategy) — Brand identity + go-to-market
- [afrexai-sales-playbook](https://clawhub.com/skills/afrexai-sales-playbook) — Complete B2B sales system
- [afrexai-lead-hunter](https://clawhub.com/skills/afrexai-lead-hunter) — ICP-based lead generation

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