Conversion Copywriting Engine

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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.

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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.

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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:

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:

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

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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."

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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 |

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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

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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."

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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 |

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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

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

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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

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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]?"

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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 |

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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 |