Brand Voice#

Marketing copy generation with framework-driven consistency. User-first, transformation-focused, always with a clear CTA.

Instructions#

Step 1: Identify the Brand#

Determine which brand this is for, then load its reference file from references/.

Each brand file should contain: identity, tagline, ICP (ideal customer profile), customer psychology, tone, key messages, and anti-patterns.

See references/cyberdyne-systems.md for an example brand file.

Step 2: Pick the Right Framework#

Match the copy framework to what you're writing:

Content TypeFrameworkWhen to UseLanding page heroPAS (Problem → Agitate → Solve)When the audience feels the pain alreadyEmail sequenceAIDA (Attention → Interest → Desire → Action)Nurturing cold leads to conversionSocial postsHook → Value → CTAShort-form engagementFeature announcementFABE (Feature → Advantage → Benefit → Evidence)When you have proof/numbersComparison/competitiveBAB (Before → After → Bridge)Showing transformationTestimonial pageSocial proof cascadeWhen you have customer stories

Step 3: Apply Copy Principles#

1. User-first voice: "You can..." not "Acme allows..."
2. Specificity sells: "200 attendees" beats "large events"
3. Transformation > features: What does their life look like after?
4. Social proof: Real humans, real results
5. Clear next step: Every piece has one CTA
6. Hook first: Reason to care in the first second

Step 4: Customer Psychology#

Always ask before writing:

• "Who is this actually for?" — no "generic user"
• "What's the transformation?" — features → life after
• "What's the hook?" — find it before writing

Step 5: Deliver with Variants#

Every deliverable includes:

1. Headline (2-3 A/B variants)
2. Subheadline (supports the hook)
3. Body copy (transformation-focused)
4. CTA (single, clear action)
5. Hypothesis — why this version should work

Step 6: Platform Adaptation#

Adapt the same message for different platforms:

PlatformConstraintsStyleLanding pageNo length limitFull narrative, multiple sectionsEmailSubject line < 50 charsPersonal, conversational, one CTAX/Twitter280 charsPunchy, hook-first, link in bioLinkedIn3000 charsProfessional, story-led, insight-drivenDiscordNo markdown tablesBold + bullets, casual tone

"This / Not That" — Universal Rules#

✅ This❌ Not That"You'll have a site live in 10 minutes""Our platform enables rapid deployment""200 parents signed up in one weekend""Our solution drives high adoption rates"Specific numbers and namesVague superlatives ("best", "powerful", "revolutionary")Customer languageProduct languageOne CTA per pieceMultiple competing CTAsEarned confidenceHype or desperation

Adding New Brands#

Create a new file in references/ following this structure:

markdown

# [Brand Name] Brand Guide

## Identity
- **Domain:** example.com
- **Tagline:** "Your tagline here"
- **ICP:** Who is the ideal customer?
- **Market:** Geographic or demographic focus

## Customer Psychology
- **Primary driver:** What motivates the purchase?
- **Fear:** What are they afraid of?
- **Aspiration:** What do they want to become?

## Voice & Tone
- **Personality:** [e.g., confident but approachable]
- **Register:** [e.g., casual professional]
- **Unique phrases:** [brand-specific language]

## Key Messages
1. [Primary value prop]
2. [Secondary value prop]
3. [Social proof angle]

## Anti-Patterns (Never Do This)
- [Brand-specific mistakes to avoid]

Gotchas#

• Generic copy is worse than no copy — If you can swap in any competitor's name and it still works, the copy is too generic. Rewrite with product-specific details.
• Framework mismatch kills conversion — PAS on a feature announcement feels manipulative. FABE on a cold email feels robotic. Match the framework to the content type.
• Don't mix brand voices — Each brand has its own personality. Writing Brand A copy in Brand B's voice confuses both audiences.
• CTA competition — Two CTAs on one page split attention and reduce conversion. Pick the one that matters most.
• Load the brand reference every time — Don't rely on memory. Brand details drift. Read the file.