Copywriting Mastery

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name: afrexai-copywriting-mastery description: "Write high-converting copy for any medium — landing pages, emails, ads, UX, sales pages, video scripts, and brand voice. Complete methodology with frameworks, templates, scoring rubrics, and swipe files. Use when writing or reviewing any user-facing text." metadata: author: AfrexAI version: "1.0.0" tags: ["copywriting", "marketing", "sales copy", "UX writing", "conversion", "landing page", "email copy", "ads"]

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Copywriting Mastery

Complete copywriting system — from research to revision. Write copy that converts for landing pages, emails, ads, UX, sales pages, video scripts, and any user-facing text.

Quick Copy Health Check

Run /copy-check on any draft:

| # | Check | Pass? | |---|-------|-------| | 1 | Does the headline pass the "so what?" test? | | | 2 | Is the reader's #1 objection addressed? | | | 3 | Can a 12-year-old understand it? | | | 4 | Is there ONE clear CTA per section? | | | 5 | Does it lead with benefit, not feature? | | | 6 | Would you stop scrolling for this? | | | 7 | Is every sentence earning its place? | | | 8 | Does it sound like a human wrote it? | |

Score: X/8. Below 6 = rewrite before publishing.

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Phase 1: Research Before Writing

Never write cold. Every piece of copy starts with research.

Customer Voice Mining

Where to find real language your audience uses:

| Source | What to extract | Priority | |--------|----------------|----------| | Amazon reviews (competing products) | Frustrations, desired outcomes, exact phrases | 🔴 High | | Reddit/forums in your niche | Problems described in their own words | 🔴 High | | Support tickets / chat logs | Common questions, confusion points, language | 🔴 High | | Sales call transcripts | Objections, decision triggers, deal-breakers | 🔴 High | | Competitor landing pages | Claims, positioning, gaps they miss | 🟡 Medium | | Social comments on competitor posts | Complaints, wishes, unmet needs | 🟡 Medium | | Survey responses | Self-described goals and frustrations | 🟡 Medium |

Voice-of-Customer Brief

audience:
  who: "[specific person, not demographic]"
  current_state: "[what life/work looks like now]"
  desired_state: "[what they want it to look like]"
  biggest_frustration: "[in their exact words]"
  trigger_event: "[what makes them search for a solution NOW]"
messaging:
  primary_desire: "[the one outcome they'd pay anything for]"
  top_3_objections:
    - "[objection 1 — in their language]"
    - "[objection 2]"
    - "[objection 3]"
  proof_they_need: "[what evidence would convince them]"
  words_they_use: ["[exact phrases from research]"]
  words_to_avoid: ["[jargon, corporate speak they hate]"]

Awareness Level Assessment

Every reader sits at one of 5 levels. Your copy must match:

| Level | They know... | Your job | Lead with | |-------|-------------|----------|-----------| | Unaware | Nothing about the problem | Agitate the problem | Story / pattern interrupt | | Problem-aware | They have a problem | Show a solution exists | Empathy + "there's a better way" | | Solution-aware | Solutions exist | Why YOUR solution | Differentiation + proof | | Product-aware | Your product | Why NOW | Offer + urgency + risk reversal | | Most-aware | Everything | Just the deal | Price + CTA + deadline |

Rule: Most copy fails because it's written for the wrong awareness level.

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Phase 2: Headline Engineering

The headline does 80% of the work. If nobody reads past it, nothing else matters.

8 Headline Formulas That Work

| # | Formula | Example | |---|---------|---------| | 1 | How to [desired outcome] without [pain] | "How to double your revenue without hiring another sales rep" | | 2 | [Number] [things] that [benefit] | "7 email subject lines that get 40%+ open rates" | | 3 | The [adjective] way to [outcome] | "The laziest way to build a 6-figure newsletter" | | 4 | Why [common belief] is wrong | "Why 'more content' is killing your conversion rate" | | 5 | [Do thing] like [aspirational identity] | "Write proposals like a top-1% closer" | | 6 | [Specific result] in [timeframe] | "First paying customer in 14 days" | | 7 | Stop [mistake]. Start [better thing]. | "Stop guessing your pricing. Start using data." | | 8 | What [authoritative group] knows about [topic] | "What top SaaS founders know about churn that you don't" |

Headline Quality Test

Score each headline 1-5 on:

| Dimension | 1 (Weak) | 5 (Strong) | |-----------|----------|------------| | Specificity | Vague promise | Exact number/result | | Curiosity | Predictable | "I need to know more" | | Relevance | Generic | Speaks to MY situation | | Clarity | Confusing | Instantly understood | | Urgency | "Whenever" | "I need this now" |

Total ≥ 20 = publish. 15-19 = tweak. Below 15 = rewrite.

Headline Anti-Patterns

❌ Clever puns nobody gets

❌ Questions the reader answers "no" to

❌ Longer than 12 words (for ads/emails)

❌ Leading with your company name

❌ Using "we" instead of "you"

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Phase 3: Core Copy Frameworks

PAS — Problem, Agitation, Solution

Best for: email, short-form, ads, social posts.

[PROBLEM] — Name the specific pain they feel right now.
[AGITATION] — Twist the knife. What happens if they don't fix it? What's it costing them?
[SOLUTION] — Here's how to fix it. Introduce your product/service.

Example: > Your sales team spends 3 hours a day on manual data entry. (Problem) > > That's 15 hours a week per rep — $78,000/year in lost selling time across a 10-person team. Your competitors automated this last quarter. (Agitation) > > SalesFlow syncs your CRM in real-time. Zero manual entry. Your reps sell; the system handles the rest. (Solution)

AIDA — Attention, Interest, Desire, Action

Best for: landing pages, sales pages, long-form.

| Stage | Job | Technique | |-------|-----|-----------| | Attention | Stop the scroll | Bold claim, surprising stat, pattern interrupt | | Interest | Keep them reading | Story, empathy, "me too" moment | | Desire | Make them want it | Benefits, social proof, future pacing | | Action | Get the click | Clear CTA, urgency, risk reversal |

BAB — Before, After, Bridge

Best for: case studies, testimonials, transformation stories.

[BEFORE] — Paint their current painful reality.
[AFTER] — Show the transformed state they want.
[BRIDGE] — Your product/service is the bridge between the two.

4U Framework — Urgent, Unique, Ultra-specific, Useful

Best for: headlines, subject lines, CTAs. Score each element 1-4.

PASTOR — Problem, Amplify, Story, Testimony, Offer, Response

Best for: long-form sales pages, webinar scripts, VSLs.

Problem: Name it in their words
Amplify: What happens if they ignore it (emotional + financial cost)
Story: Your/client's journey through the same problem
Testimony: Social proof from people like them
Offer: Present the solution with clear value stack
Response: Tell them exactly what to do next

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Phase 4: Copy by Medium

Landing Pages

Structure (top to bottom):

1. Hero section: Headline + subhead + CTA + hero image 2. Problem section: 3 pain points with empathy 3. Solution section: How it works (3 steps max) 4. Benefits section: Feature → Benefit → Proof for top 3-5 features 5. Social proof: Testimonials, logos, numbers 6. Objection handling: FAQ addressing top 3 concerns 7. Final CTA: Restate value prop + urgency + risk reversal

Landing page rules:

One page = one goal = one CTA (repeated 3+ times)

Above the fold: headline, subhead, CTA, visual. Nothing else.

Feature → Benefit translation: "We have X" → "You get Y, which means Z"

Remove navigation (reduce exit points)

Social proof near every CTA

Page load < 3 seconds

Conversion benchmarks: | Traffic source | Good | Great | |---------------|------|-------| | Cold ads | 3-5% | 8%+ | | Email list | 10-15% | 25%+ | | Organic/SEO | 5-8% | 12%+ | | Referral | 8-12% | 20%+ |

Email Copy

Subject line formulas: | Type | Formula | Example | |------|---------|---------| | Curiosity gap | "[partial reveal]..." | "The pricing mistake that cost us $47K..." | | Direct benefit | "How to [get result]" | "How to close 3x more deals this month" | | Social proof | "[Name/company] did [result]" | "How Stripe grew 10x with one email change" | | Urgency | "[Deadline] for [thing]" | "Last day for early-bird pricing" | | Personal | "Quick question, [name]" | "Quick question, Sarah" |

Email body rules:

First line = hook (never "I hope this email finds you well")

One idea per email

Write at 5th-grade reading level

CTA button + text link (both)

P.S. line gets read — put your best hook or proof there

Mobile-first: short paragraphs, 1-3 sentences each

Ad Copy (Facebook / Google / LinkedIn)

Facebook/Instagram ad structure:

[Hook — 1 line that stops the scroll]
[Problem — 1-2 lines of empathy]
[Solution — what you offer, 1-2 lines]
[Proof — one specific result or testimonial]
[CTA — clear next step with low friction]

Google Search ads:

Headline 1: Include exact search keyword

Headline 2: Benefit or differentiator

Headline 3: CTA or trust signal

Description: Address the intent behind the search, not just the keyword

LinkedIn ad rules:

Professional tone but not corporate

Lead with industry-specific insight

Use "you" more than "we"

Stats outperform stories on LinkedIn

UX Copy

Microcopy decision table:

| Element | Pattern | Example | |---------|---------|---------| | Buttons | Verb + Object | "Save Changes", "Start Trial" | | Errors | What happened + How to fix | "Email already registered. Try logging in?" | | Empty states | What goes here + How to start | "No projects yet. Create your first one." | | Loading | What's happening + Expectation | "Generating your report... about 10 seconds." | | Success | What happened + Next step | "Payment confirmed! Check your email for receipt." | | Confirmation | Consequence + Escape hatch | "Delete this project? This can't be undone. [Cancel] [Delete]" | | Tooltips | One sentence max | "Your display name visible to other members." | | Placeholder text | Example format, not label | "jane@company.com" not "Enter your email" | | 404 page | Empathy + Direction | "Page not found. Try searching or go home." | | Onboarding | Benefit of completing step | "Add your logo so clients see your brand." |

UX writing rules:

Lead with the verb

No double negatives

Front-load the important word

Same word = same meaning everywhere (consistency)

Error messages: never blame the user

Sales Pages (Long-Form)

Sales page blueprint (PASTOR extended):

1. Pattern interrupt headline (curiosity + specificity) 2. Opening story (relatable struggle → discovery → transformation) 3. Problem amplification (emotional + financial cost of inaction) 4. The "aha" moment (insight that makes your solution inevitable) 5. Solution introduction (what it is, how it works, why it's different) 6. Value stack (everything they get — list each component with value) 7. Social proof block (3-5 testimonials with specific results) 8. Objection crusher (FAQ with embedded selling) 9. Risk reversal (guarantee with specific terms) 10. Urgency/scarcity (real deadline or limited availability) 11. Final CTA (restate transformation + exact next step) 12. P.S. (restate biggest benefit + guarantee + deadline)

Video Scripts (VSL / YouTube)

Hook formula (first 5 seconds):

[Surprising claim or result] + [Why you should keep watching]
"We went from 0 to $1M ARR in 9 months using a system most founders ignore. Here's the framework."

VSL structure: 1. Hook (0-15 sec): Bold claim + qualify viewer 2. Problem (15-60 sec): Their situation, what they've tried, why it failed 3. Story (1-3 min): Your journey through same problem 4. Solution (3-5 min): The framework/system (teach, don't pitch) 5. Proof (5-6 min): Case studies, screenshots, testimonials 6. Offer (6-7 min): What they get, what it's worth, what they pay 7. CTA (7-8 min): Exactly what to do next + urgency

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Phase 5: Persuasion Techniques

Feature → Benefit → "So What" Chain

Never stop at the feature. Go 3 levels deep:

| Level | Question | Example | |-------|----------|---------| | Feature | What is it? | "AI-powered email sorting" | | Benefit | What does it do for me? | "Saves you 45 minutes every morning" | | So What | Why does that matter? | "That's 15 extra hours a month to close deals instead of managing inbox" |

Rule: Always write at the "So What" level.

Social Proof Hierarchy

Most persuasive → least persuasive:

1. Specific results — "$47K in 30 days" beats "great results" 2. Named testimonials with photo — Real people > anonymous quotes 3. Logos of recognizable companies — "Trusted by Stripe, Notion, Linear" 4. Numbers at scale — "12,847 teams use this" (odd numbers feel more real) 5. Media mentions — "Featured in TechCrunch" 6. Certifications / awards — SOC2, G2 badges 7. Generic quotes — "This is amazing!" (weakest — avoid if possible)

Objection Handling in Copy

| Objection Type | Copy Technique | Example | |---------------|---------------|---------| | "Too expensive" | Reframe as cost of inaction | "A single missed deal costs more than a year of this tool" | | "Don't have time" | Show time savings | "Setup takes 7 minutes. Most users save 2 hours/week by day 3" | | "We already have something" | Differentiate + switching cost is low | "Import your existing data in one click" | | "Not sure it works" | Risk reversal + proof | "60-day guarantee. Plus, here's what [similar company] achieved" | | "Need to ask my boss" | Give them ammo | "Here's a one-page business case to share with your team" | | "I'll do it later" | Urgency + future cost | "Every week you wait costs ~$2,400 in manual work" |

Power Words by Emotion

| Emotion | Words | |---------|-------| | Urgency | Now, today, limited, deadline, before, expires, last chance | | Trust | Guaranteed, proven, secure, certified, verified, backed | | Curiosity | Secret, hidden, little-known, surprising, discover, reveal | | Exclusivity | Members-only, invitation, insider, private, handpicked | | Value | Free, save, bonus, extra, included, no-cost, complimentary | | Achievement | Master, unlock, dominate, breakthrough, elite, accelerate |

Words to Cut

| Remove | Replace with | Why | |--------|-------------|-----| | "Very" | Stronger adjective | "Very good" → "excellent" | | "Really" | Nothing | Dead weight | | "In order to" | "To" | 3 words → 1 | | "I think" / "I believe" | State directly | Weakens authority | | "Leverage" | "Use" | Corporate jargon | | "Utilize" | "Use" | Same | | "Streamline" | Be specific | What does it actually do? | | "Best-in-class" | Prove it | Claims without proof = noise | | "Cutting-edge" | Describe the innovation | Show, don't label |

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Phase 6: Brand Voice System

Voice Definition Template

brand_voice:
  personality: "[3 adjectives — e.g., bold, clear, warm]"
  
  we_are:
    - "[trait 1 with example]"
    - "[trait 2 with example]"
    - "[trait 3 with example]"
  
  we_are_not:
    - "[anti-trait 1 with example]"
    - "[anti-trait 2 with example]"
    - "[anti-trait 3 with example]"
  
  tone_spectrum:
    formal_casual: 7  # 1=corporate, 10=slang
    serious_playful: 6  # 1=grave, 10=goofy
    technical_simple: 4  # 1=jargon-heavy, 10=ELI5
    reserved_enthusiastic: 7  # 1=muted, 10=exclamation marks
  
  vocabulary:
    always_use: ["build", "ship", "grow", "earn"]
    never_use: ["synergy", "leverage", "holistic", "paradigm"]
    our_terms:
      - internal: "user" → our_word: "builder"
      - internal: "subscription" → our_word: "membership"
  
  punctuation:
    contractions: true  # "we're" not "we are"
    exclamation_marks: "sparingly — max 1 per page"
    em_dashes: "yes — for emphasis and asides"
    oxford_comma: true

Voice Consistency Checker

Run on any draft:

| # | Check | Pass? | |---|-------|-------| | 1 | Uses approved vocabulary? | | | 2 | Matches tone spectrum (±1 point)? | | | 3 | No banned words? | | | 4 | Consistent with "we are / we are not"? | | | 5 | Punctuation follows guide? | | | 6 | Could be read aloud naturally? | | | 7 | Sounds like the same person across all sections? | |

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Phase 7: Editing & Revision

The 3-Pass Edit

| Pass | Focus | Method | |------|-------|--------| | 1. Meaning | Is the message right? | Read as if you know nothing about the product | | 2. Flow | Does it read smoothly? | Read aloud — where do you stumble? | | 3. Trim | Is every word earning its place? | Cut 20-30% of word count |

Copy Tightening Techniques

| Before | After | Technique | |--------|-------|-----------| | "We are in the process of building" | "We're building" | Kill gerunds | | "There are many reasons why" | "Here's why" | Cut throat-clearing | | "It is important to note that" | [delete] | Remove qualifiers | | "Our product helps you to be able to" | "Our product lets you" | Direct verb | | "A total of 47 customers" | "47 customers" | Drop filler | | "At this point in time" | "Now" | Plain English | | "Due to the fact that" | "Because" | Simplify |

Readability Targets

| Medium | Grade level | Sentence length | |--------|------------|----------------| | Social media | 5th grade | 8-12 words | | Email | 6th-8th grade | 10-15 words | | Landing page | 7th-8th grade | 12-18 words | | Blog post | 8th-9th grade | 15-20 words | | Technical docs | 10th-12th grade | 18-25 words |

AI Copy Detection & Humanization

Signs your copy sounds AI-generated:

Starts with "In today's fast-paced world"

Uses "leverage", "streamline", "revolutionize"

Lists exactly 3 things every time (rule of three)

Em-dash overuse

"It's important to note that..."

Vague attributions ("experts say", "many believe")

Perfect parallel structure in every list

No contractions

Fix: Read it aloud. Would a smart friend say this at a bar? If not, rewrite.

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Phase 8: Conversion Optimization

CTA Writing Rules

| Rule | Bad | Good | |------|-----|------| | Verb + benefit | "Submit" | "Get My Free Report" | | First person | "Start your trial" | "Start my free trial" | | Reduce friction | "Buy now" | "Try free for 14 days" | | Create continuity | "Sign up" | "Continue to checkout" | | Match awareness | "Learn more" (aware) | "See pricing" (ready) |

CTA Placement Strategy

After every major section (not just at the bottom)

Immediately after social proof

After addressing an objection

In hero section (above the fold)

Floating/sticky on long pages

Rule: Minimum 3 CTAs on any page longer than 2 screens

Pricing Page Copy

| Element | Copy rule | |---------|-----------| | Plan names | Describe the customer, not the plan ("Starter" → "Solo Creator") | | Feature lists | Benefits, not features ("500GB storage" → "Never worry about running out of space") | | Recommended plan | Visual highlight + "Most Popular" badge | | Annual vs monthly | Show savings as $ amount, not % | | Guarantee | Below pricing, not buried in FAQ | | Social proof | Right next to the buy button |

A/B Testing Copy Elements

Priority order (highest impact first): 1. Headlines (test first, always) 2. CTA button text 3. Social proof placement/format 4. Hero section subhead 5. Pricing page plan names 6. Email subject lines 7. Body copy structure

Minimum sample: 1,000 visitors or 100 conversions per variant before calling a winner.

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Phase 9: Swipe File — Ready-to-Adapt Templates

Welcome Email Template

Subject: You're in — here's your first win
[First name],
Welcome to [product].
The fastest way to see results:
1. [First action — takes 2 minutes]
2. [Second action — shows immediate value]
3. [Third action — "aha" moment]
Most [product] users see [specific result] within [timeframe].
If you get stuck, reply to this email. A human reads every one.
[Signature]
P.S. [One bonus tip or resource link]

Cold Outreach Template (B2B)

Subject: [Specific observation about their company]
Hey [name],
Noticed [specific thing — recent hire, product launch, job posting].
That usually means [educated guess about their challenge].
We helped [similar company] [specific result] by [method in one sentence].
Worth a 15-minute call to see if it fits?
[Signature]

Testimonial Request Template

Subject: Quick favor? (takes 2 min)
Hey [name],
Loved hearing that [specific result they mentioned].
Would you mind sharing that as a quick testimonial? Here's a format that makes it easy:
What were you struggling with before?
What result did you get?
What would you say to someone considering [product]?
Even 2-3 sentences would be incredible.
[Signature]

Feature Announcement Template

Subject: [New feature] is live — here's why it matters
[First name],
You asked for [thing]. We built it.
[Feature name] lets you [benefit in one sentence].
Here's what changes:
[Before]: [old painful way]
[After]: [new easy way]
[Screenshot or GIF]
[CTA: Try it now]
[Signature]

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Phase 10: Copy Scoring Rubric

Rate any piece of copy 0-100:

| Dimension | Weight | 0-2 (Weak) | 3-4 (Solid) | 5 (Exceptional) | |-----------|--------|------------|-------------|-----------------| | Clarity | 20% | Confusing, jargon-heavy | Clear to target audience | Crystal clear to anyone | | Specificity | 15% | Vague claims | Some numbers/details | Precise, verifiable claims | | Persuasion | 15% | Lists features | Connects to benefits | "So What" chain on every point | | Voice | 15% | Generic / AI-sounding | Consistent, on-brand | Distinctive, memorable | | Structure | 10% | Wall of text | Good flow with headers | Perfect progressive disclosure | | CTA Strength | 10% | "Submit" | Clear next step | Irresistible with friction removed | | Social Proof | 10% | None or generic | Present and relevant | Specific results from similar buyers | | Objection Handling | 5% | Ignores concerns | Addresses top objection | Pre-empts all major objections |

Scoring: 85+ = publish. 70-84 = one more edit pass. Below 70 = significant rewrite needed.

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Phase 11: Industry-Specific Copywriting

SaaS Copy

Lead with the metric they care about (MRR, churn rate, time saved)

Use "your team" not "users" — B2B buyers picture their team

Competitor comparison tables work (be honest, highlight your strengths)

Free trial > demo request for products under $500/mo

Security/compliance badges matter — put them near CTAs

Ecommerce Copy

Product descriptions: benefits first, specs second

Use sensory language ("buttery-soft leather" not "high-quality material")

Urgency: stock levels, shipping deadlines, limited runs

Size/fit guides reduce returns — invest in clear copy here

Reviews with photos > star ratings alone

Professional Services Copy

Credibility first: years of experience, case results, credentials

Address the "do I need this?" question before "why you?"

Process transparency: show exactly what happens after they hire you

Use "when" not "if" — assume the engagement: "when we start your project"

Healthcare / Regulated Copy

Compliance first — no unsubstantiated claims

Empathy + authority: "We understand [condition] because [credential]"

Clear disclaimers without burying them

Accessibility: plain language, alt text, screen-reader friendly

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Phase 12: Advanced Techniques

Storytelling in Copy

Micro-story formula (50-100 words):

[Character with relatable problem] → [Tried common solution, failed] → [Discovered different approach] → [Specific result]

When to use stories: Opening hooks, case studies, "about us" sections, testimonial framing, email openers.

Anchoring

Set a high reference point before revealing your price:

"Companies spend $50,000/year on this manually. Our tool costs $299/month."

"A single missed deal costs $15,000. This training is $497."

Future Pacing

Help the reader imagine life after buying:

"Imagine opening your laptop Monday morning and seeing..."

"Six months from now, your team will..."

"Picture this: you wake up to 3 new leads already qualified..."

Pattern Interrupts

Break expected copy patterns to re-engage attention:

One-word paragraphs: "Stop."

Direct questions mid-flow: "Still with me?"

Unexpected honesty: "This product isn't for everyone."

Format breaks: bold a single word in a long paragraph

Scarcity & Urgency (Ethical)

| Ethical ✅ | Unethical ❌ | |-----------|-------------| | Real deadline (cohort closes Friday) | Fake countdown timers | | Limited capacity (we take 5 clients/month) | "Only 2 left!" (lie) | | Early-bird pricing with end date | Perpetual "sale" pricing | | Beta pricing grandfathered in | Hidden price increases |

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Common Copy Mistakes

| # | Mistake | Fix | |---|---------|-----| | 1 | Writing about yourself instead of the reader | Ctrl+F "we/our" — flip to "you/your" | | 2 | Features without benefits | Add "which means..." after every feature | | 3 | No clear CTA | One CTA per section, specific verb + benefit | | 4 | Burying the lead | Move your best point to the first line | | 5 | Too many ideas per page/email | One message. One CTA. One goal. | | 6 | Weak headline | Write 25 variations, pick the best | | 7 | No social proof | Add before publishing — even one testimonial helps | | 8 | Corporate jargon | Read aloud test: would a friend say this? | | 9 | Ignoring mobile readers | Short paragraphs, big buttons, scannable headers | | 10 | Never testing | A/B test headlines first, then CTAs |

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Natural Language Commands

| Command | What it does | |---------|-------------| | /copy-check | Run the 8-point health check on a draft | | /headline [topic] | Generate 10 headline options with scoring | | /rewrite [text] | Tighten and improve existing copy | | /email [type] [topic] | Draft email using appropriate framework | | /landing-page [product] | Generate full landing page copy structure | | /ad [platform] [product] | Write platform-specific ad copy | | /ux [element] [context] | Write microcopy for specific UI element | | /voice-check [text] | Check copy against brand voice definition | | /objection [concern] | Write objection-handling copy | | /testimonial-request | Generate testimonial collection email | | /score [text] | Score copy on 0-100 rubric | | /swipe [type] | Get a ready-to-adapt template |

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