copywriting

# 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... | Use | |---|---| | Cold ad / social post | PAS or Awareness Stage 1–2 hook | | Landing page / sales page | AIDA (full) | | Email subject line | Curiosity gap or number headline formula | | Product bullets | FAB (Features → Advantages → Benefits) | | Testimonial / case study | BAB (Before → After → Bridge) | | Offer description | TIMER lever mapping | | Any copy quality review | 4 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: | Trigger | How | |---|---| | Social proof | Exact numbers: "487 five-star reviews" | | Scarcity | Real limits: "3 spots left in April" | | Urgency | Real deadline: "Offer ends Friday" | | Loss aversion | Frame as loss avoided: "Stop losing $X/month" | | Risk reversal | Guarantee: removes fear of being wrong | | Reciprocity | Give value first — people feel compelled to return it | | Authority | Credentials, awards, years, certifications | | Specificity | Exact 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`