copywriting

1. Clarity over cleverness - Use simple, everyday language. If a sixth-grader can't understand it, rewrite it.
2. Benefits over features - Features tell, benefits sell. Always translate features into outcomes.
3. Specificity wins - "Save 3 hours per week" beats "Save time." Numbers, names, and details create belief.
4. Customer language - Use the exact words your audience uses to describe their problems. Mine reviews, support tickets, and interviews.
5. Active voice - "We built this" not "This was built." Passive voice kills momentum.
6. Honest claims - If you can't prove it, don't say it. Exaggeration destroys trust faster than it builds excitement.

Never write copy without this context. Bad context = bad copy.

1. Page Purpose

• What is the ONE action we want visitors to take?
• What's the conversion goal? (signup, purchase, demo request)
• What stage of awareness is the reader at?

- Unaware: Don't know they have a problem

- Problem-aware: Know the problem, not the solutions

- Solution-aware: Know solutions exist, comparing options

- Product-aware: Know your product, need convincing

- Most aware: Ready to buy, need final push

2. Audience Understanding

• Who exactly is the target reader? (Job title, company size, situation)
• What problem keeps them up at night? (Be specific)
• What objections will they have? (List top 5)
• What language do they use? (Pull exact phrases)
• What have they tried before? (Position against past failures)

3. Product/Offer Details

• What transformation does this enable? (Before → After)
• How is this different from alternatives? (True differentiation only)
• What proof points exist? (Testimonials, data, case studies)
• What's the risk reversal? (Guarantee, trial, refund policy)

4. Traffic Context

• Where is this traffic coming from? (Ad, search, referral)
• What did they see/read before arriving? (Message match matters)
• What's their intent level? (Browsing vs. ready to buy)

Problem-Agitation-Solution (PAS)

Most reliable structure for conversion copy.

Problem: Name their pain specifically

Agitation: Twist the knife - what happens if they don't solve it?

Solution: Your product as the relief

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[PROBLEM]

Every time you ask AI to write copy, you get the same generic content everyone else gets.

[AGITATION]

You spend more time rewriting AI output than you would have spent writing from scratch. The "time saved" is a lie. Worse, your copy sounds like everyone else's copy because it came from the same place.

[SOLUTION]

What if AI had the same frameworks top copywriters use? Not prompt templates—complete mental models that ask the right questions before writing a single word.

```

Before-After-Bridge (BAB)

Powerful for transformation-focused products.

Before: Paint their current painful reality

After: Show the desired future state

Bridge: Your product connects the two

AIDA

Classic attention-to-action sequence.

Attention: Pattern interrupt, bold claim, or question

Interest: Expand on the promise, build curiosity

Desire: Benefits, proof, emotional triggers

Action: Clear CTA with friction reduction

Outcome-Focused

1. Outcome + Timeframe: "Get [outcome] in [timeframe]"
2. Eliminate Pain: "Stop [pain point] forever"
3. Direct Benefit: "[Verb] your [metric] by [amount]"

Curiosity-Driven

1. Curiosity Gap: "The [adjective] way to [outcome] that [unexpected element]"
2. Question: "What if you could [dream outcome]?"
3. How-To: "How to [achieve outcome] without [common objection]"

Social Proof

1. Numbers: "Join [number] [audience] who [achieved outcome]"
2. Authority: "The [method] trusted by [impressive group]"

Pattern Interrupt

1. Contradiction: "[Common belief] is wrong. Here's why."
2. Direct Address: "You're [doing X]. It's costing you [Y]."

Use these ethically. They work because they're true to human nature.

Social Proof

People follow people. Use everywhere.

• Customer counts: "Join 10,000+ marketers"
• Testimonials: Specific results, named customers, photos
• Logos: "Trusted by teams at [Company]"
• Real-time: "Sarah from Austin just signed up"

Scarcity (Authentic Only)

Limited availability increases desire. Never fake it.

• Limited spots: "Only 50 beta spots available"
• Time limits: "Offer ends Friday" (only if true)
• Exclusive access: "Not available publicly"

Authority

Credibility transfers. Borrow it.

• Credentials: "Built by ex-Google engineers"
• Media: "Featured in TechCrunch"
• Expert endorsement: "Recommended by [known expert]"

Loss Aversion

Losses hurt 2x more than gains please. Frame accordingly.

• "Don't miss out on..." (FOMO)
• "You're leaving money on the table"
• "Every day without this costs you..."

Reciprocity

Give value first, then ask.

• Free tools, guides, templates
• Valuable free tier
• Unexpected bonuses

Above the Fold (5-second test)

• Headline: Clear value proposition (use formula above)
• Subheadline: Expand on headline, add specificity or credibility
• Primary CTA: Action-oriented, benefit-included
• Visual: Product shot, demo GIF, or social proof

Supporting Sections (The body)

1. Social Proof Bar: Logos, numbers, one-line testimonials
2. Problem Agitation: Describe the pain vividly (PAS framework)
3. Solution Introduction: Position your product as the answer
4. Benefits (not features): Each feature → outcome it enables
5. How It Works: 3 steps max. Simple beats comprehensive.
6. Testimonials: Specific results, named customers, diverse use cases
7. Objection Handling: Address top 3 concerns directly
8. FAQ: Answer remaining questions, reduce support load
9. Final CTA: Summarize value, urgency if authentic

Formula

[Action Verb] + [Benefit/Object] + [Friction Reducer]

Examples:

• "Start your free trial—no credit card needed"
• "Get the framework—free PDF"
• "Join 5,000 marketers—takes 30 seconds"

Words That Work

Strong: Start, Get, Join, Discover, Unlock, Claim, Build, Create

Weak: Submit, Click here, Learn more, Sign up

Friction Reducers

• "Free"
• "No credit card required"
• "Takes 30 seconds"
• "Cancel anytime"
• "Instant access"

Sound Human

• Use contractions (you're, it's, we've)
• Write like you talk
• Vary sentence length
• Ask questions

Avoid AI Patterns

These phrases scream "written by AI":

• "In today's fast-paced world..."
• "Unlock the power of..."
• "Take your X to the next level"
• "It's not just about X, it's about Y"
• "Dive deep into..."
• Any metaphor involving journeys, landscapes, or unlocking

Specificity Examples

Weak: "Save time on your marketing"

Strong: "Cut your content creation time from 4 hours to 45 minutes"

Weak: "Trusted by many companies"

Strong: "Trusted by marketing teams at Stripe, Notion, and Linear"

When generating copy, provide:

1. Complete page copy organized by section
2. Strategic annotations explaining why each section works
3. 2-3 headline alternatives with rationale
4. 2-3 CTA alternatives with rationale
5. Meta title and description (if applicable)

Before delivery, verify:

Clarity

• [ ] Can someone understand the value in 5 seconds?
• [ ] Is the language at a 6th-grade reading level?
• [ ] Are there any jargon words that need translation?

Credibility

• [ ] Is every claim specific and provable?
• [ ] Is there social proof throughout?
• [ ] Have we borrowed authority where possible?

Humanity

• [ ] Does it sound like a person wrote it?
• [ ] Are there any AI-pattern phrases to remove?
• [ ] Does the voice match the brand?

Conversion

• [ ] Is the CTA clear and compelling?
• [ ] Have top objections been addressed?
• [ ] Is there a clear next step for every reader?

• copy-editing - For refining and polishing existing copy
• page-cro - For structural and UX improvements
• email-sequence - For email campaign copy
• social-content - For social media copy
• marketing-psychology - For deeper psychological frameworks