Copywriting Skill#

Produces high-converting copy using proven professional SOPs. Follow this skill in order — research before writing, framework before words, checklist before publishing.

Core Principle#

Great copy is never written. It's discovered. Your job is to find the words your buyer already uses — then play them back.

Workflow#

Step 1 — Research & Avatar (before writing anything)#

Ask or determine:

• Who is the ONE specific person this is written for? (Not a demographic range — one person with a name)
• What is their awareness stage? (See references/awareness-and-frameworks.md)
• What exact words do they use to describe their problem?

If VoC data is available (reviews, testimonials, interviews, support tickets): mine it for exact phrases. Use their words, not yours.

Avatar must-knows:

• What keeps them up at 3am?
• What have they already tried that failed?
• What's their dream outcome?
• What objection will they raise before buying?

Step 2 — Pick the Right Framework#

Writing...UseCold ad / social postPAS or Awareness Stage 1–2 hookLanding page / sales pageAIDA (full)Email subject lineCuriosity gap or number headline formulaProduct bulletsFAB (Features → Advantages → Benefits)Testimonial / case studyBAB (Before → After → Bridge)Offer descriptionTIMER lever mappingAny copy quality review4 C's checklist

Full framework details + examples: references/awareness-and-frameworks.md

Step 3 — Write the Headline First#

Spend 50% of your effort here. 80% of readers read only the headline.

Every strong headline has ≥2 of the 4 U's: Useful, Urgent, Unique, Ultra-specific.

Top formulas:

• How to [Outcome] Without [Fear/Objection]
• [Number] [Things] [ICP] Should Know About [Topic]
• [Common Belief] — But Here's What They Don't Tell You
• [Outcome] in [Timeframe] — Or [Guarantee]
• If You [Problem], Then [Solution]
• Are You [Experiencing Painful Problem]?

Step 4 — Write the Body#

Apply framework structure. Layer in psychological triggers throughout:

TriggerHowSocial proofExact numbers: "487 five-star reviews"ScarcityReal limits: "3 spots left in April"UrgencyReal deadline: "Offer ends Friday"Loss aversionFrame as loss avoided: "Stop losing $X/month"Risk reversalGuarantee: removes fear of being wrongReciprocityGive value first — people feel compelled to return itAuthorityCredentials, awards, years, certificationsSpecificityExact numbers = credibility; round numbers = skepticism

Step 5 — Language Rules (Non-Negotiable)#

• Grade 6 reading level — Flesch-Kincaid 5–7. Use Hemingway Editor.
• ≤14 words per sentence — comprehension drops sharply above this
• Small words win — "use" not "utilize," "show" not "demonstrate," "buy" not "purchase"
• Specificity wins — "cut your bill by $80/month" not "save money"
• Empathy first — enter their world before talking about you
• Their language — use the exact phrases from VoC research, not industry jargon
• Read it out loud — if it sounds like a brochure, rewrite it

Full language rules + small-word swap table: references/language-and-readability.md

Step 6 — Write the CTA#

One ask. Always one.

Formula: [Action Verb] + [Specific Outcome] + [Time/Ease Qualifier]

Examples:

• "Book Your Free Lawn Audit — Takes 2 Minutes"
• "Get My Custom Plan Today — No Obligation"
• "Claim Your Spot Before Friday"

Step 7 — Run the Pre-Flight Checklist#

Before any copy goes live, verify:

Strategy: One avatar? Awareness stage matched? Enters their conversation? Structure: Framework applied? Offer maps to TIMER? Headline has 2+ U's? Language: Grade 6? Short sentences? Small words? Sounds human? Uses their language? Persuasion: Specifics? Social proof? Risk reversal? Real urgency? CTA: One ask? Verb-led? Names the outcome?

Full checklist with all items: references/preflight-checklist.md