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