Copywriting Master

StoryBrand Framework

Position the customer as the hero:

1. Hero (customer) has a problem
2. Meets a Guide (you)
3. Who gives them a Plan
4. Calls them to Action
5. That results in Success or avoids Failure

BAB (Before-After-Bridge)

Simple transformation framework:

1. Before: Current painful state
2. After: Desired future state
3. Bridge: Your product/service as the path

AMA (Audience-Message-Action)

Priority order for every marketing asset:

1. Audience: Identify exactly who you are talking to
2. Message: What one key message do they need to hear?
3. Action: What specific action do you want them to take?

Landing Page Architecture

The 11 Essential Elements

Every high-converting landing page must include:

1. URL with Keywords - SEO-optimized, descriptive URL structure
2. Company Logo - Brand identity placed prominently (top-left)
3. SEO-Optimized Title and Subtitle - Clear value proposition with keywords
4. Primary CTA - Main call-to-action button in hero section
5. Social Proof - Reviews, ratings, user statistics
6. Images or Videos - Visual demonstration of product/service
7. Core Benefits/Features - 3-6 key advantages with icons
8. Customer Testimonials - 4-6 authentic reviews with photos
9. FAQ Section - 5-10 common questions with accordion UI
10. Final CTA - Bottom call-to-action for second chance conversion
11. Contact Information/Legal Pages - Footer with complete information

Page Structure Template

Hero Section

• Headline (value proposition in 10 words or less)
• Subheadline (expand on the value)
• Primary CTA button
• Trust indicators (used by X companies, Y reviews)

Problem Section

• Identify pain points using emotional language
• 2-3 specific scenarios
• Show consequences of not solving

Solution Section

• How your product solves the problem
• 3-5 key features with benefit-focused descriptions
• Why it is better than alternatives

How It Works

• 3-4 simple steps
• Each step: icon + description
• End with CTA

Features and Benefits

• Structure: Feature then Benefit then Proof
• Example: Feature is 24/7 live chat support. Benefit is Never wait more than 2 minutes for help. Proof is Our average response time is 47 seconds.

Social Proof

• Customer testimonials (specific results)
• Case studies with numbers
• Logos of companies/publications
• User counts (Join 50,000+ marketers)
• Expert endorsements

Objection Handling (FAQ)

• Address every reason they might say no
• Is this right for me?
• What if it does not work?
• Why should I trust you?
• Is now the right time?
• Is it worth the price?

Risk Reversal

• Money-back guarantee (specific terms)
• Free trial period
• Keep everything even if you refund
• Cancel anytime policies

Final CTA Section

• Restate the transformation
• Summarize key benefits
• Add urgency (real scarcity, not fake)
• Clear CTA button
• Final reassurance

Headlines and Hooks

Headline Formulas

Result Headlines:

• How to [achieve result] in [timeframe]
• The [number]-step system for [desired outcome]
• Get [specific result] without [painful thing]

Question Headlines:

• What if you could [desirable outcome]?
• Are you making these [number] [topic] mistakes?
• Want to know the secret to [desired result]?

Curiosity Headlines:

• The [unexpected thing] that [achieves result]
• Why [counterintuitive claim]
• The hidden [thing] behind [desired outcome]

Direct Headlines:

• [Achieve result]. Guaranteed.
• Finally, [solution to frustrating problem]
• [Number] people cannot be wrong

Transformation Headlines:

• [Desired Outcome] Without [Pain Point]
• How [Audience] [Achieved Result] in [Timeframe]

Hook Types for Video and Short-form

• Correction: Stop doing [X]. Do this instead.
• Insider Secret: No one talks about this in [industry]...
• Quick Fix: Here is how to fix [problem] in 60 seconds
• Curiosity Loop: Watch what happens when I...
• Transformation: I cannot believe this [product] actually...
• Call-Out: If you are a [person], this is for you
• Personal Mistake: This mistake cost me [result]

CTA Best Practices

CTA Formula

• Start with action verb
• Highlight the benefit
• Remove friction (Free, No credit card, etc.)

CTA Examples by Strength

Soft CTAs (for cold audiences):

• Link in bio if you want to check it out
• I will drop the link if you are curious
• Learn More

Medium CTAs:

• Use my code [X] for [discount]
• Link in description to grab yours
• See How It Works

Strong CTAs (for warm audiences):

• Start My Free Trial
• Get Instant Access
• Send Me The Guide
• Reserve My Spot
• Yes, I Want [Specific Benefit]
• Tap the link now - this deal ends [date]

CTA Button Copy

Bad (Generic):

• Submit
• Click Here
• Sign Up
• Buy Now
• Learn More

Good (Specific + Benefit):

• Start Building My Landing Page
• Show Me How to 3X My Revenue
• Get Your Free Quote
• Deploy Your First Project
• Try it Free for 14 Days

UX Writing Patterns

Button Labels

Bad: Vague, passive like Submit, OK, Click Here

Good: Specific, action-oriented like Create Account, Save Changes, Start Free Trial

Guidelines:

• Use verb + noun (Save Changes not Save)
• Be specific (Delete Post not Delete)
• Show outcome (Start Free Trial not Submit)

Error Messages

Bad: Technical, blaming user like Invalid input or Error 422

Good: Helpful, actionable like Please enter a valid email address or Password must be at least 8 characters

Error Message Formula:

1. What happened
2. Why it happened (optional)
3. How to fix it

Empty States

Empty State Formula:

• Headline (what is empty)
• Explanation (why it is empty)
• Action (what to do next)

Loading States

Bad: Loading...

Good: Creating your account... or Processing payment... or Uploading image (2/5)...

Success Messages

Bad: Saved

Good: Post published! [View Post button] or Payment successful. Receipt sent to your email.

Conversion Psychology

Cialdini's 6 Persuasion Principles

1. Reciprocity Give value first - free guides, tools, insights. Example: Here is a free training on X before you decide...

2. Commitment and Consistency Get small yeses that lead to big yeses. Example: If you have read this far, you are serious about...

3. Social Proof People follow people like themselves. Example: 10,000+ marketers use this daily...

4. Authority Expertise and credentials build trust. Example: Featured in Forbes, used by Fortune 500...

5. Liking People buy from people they like and relate to. Show personality, share struggles, be human.

6. Scarcity Limited availability increases value. Example: Only 50 spots available (if true)

Hormozi's Value Equation

Value = (Dream Outcome x Perceived Likelihood) / (Time Delay x Effort Required)

To maximize value in your copy:

• Emphasize the dream outcome
• Build confidence it will work (social proof)
• Minimize perceived time to results
• Minimize perceived effort required

Specificity Rules

Specific copy beats generic copy. Always choose:

• Save time becomes Save 3 hours every week
• Increase revenue becomes Add $10K/month in revenue
• Many customers becomes 12,847 customers
• Fast results becomes See results in 14 days
• Expert team becomes 23 years combined experience
• Affordable becomes $49/month (less than $2/day)

Power Words

Urgency: Now, Today, Limited, Ending, Hurry, Fast Value: Free, Save, Bonus, Extra, Plus Trust: Guaranteed, Proven, Certified, Official, Secure Ease: Easy, Simple, Quick, Effortless, Instant

Voice and Style

Voice DNA Template

When analyzing or creating brand voice, consider:

• Tone: confident but not arrogant
• Formality: casual professional
• Sentence length: varied, avg 15 words
• Paragraph style: short, punchy, lots of white space
• Signature phrases: here is the thing, let me be direct
• Data usage: leads with stats, cites sources
• Storytelling: personal anecdotes to illustrate points
• CTA style: soft ask, value-first
• Controversial takes: true or false
• Emoji usage: minimal, strategic

Tone Variations by Context

• Excited (product launch): We are thrilled to announce auto-scaling!
• Reassuring (error message): Something went wrong, but your data is safe. Please try again.
• Urgent (security alert): Action required: Suspicious login detected on your account
• Casual (success message): All set! Your changes are live.
• Professional (legal): By using this service, you agree to our Terms of Service.

Quality Loop for Writing

• Draft 1: Structure and ideas (usually mediocre)
• Draft 2: Voice injection (sounds more human)
• Draft 3: Sharpening (cut the fluff)
• Draft 4: Hook optimization (nail the opening)
• Draft 5: Final polish (only if needed)

Anti-Patterns to Avoid

BANNED Phrases (Never Use)

leverage, synergy, optimize, utilize, cutting-edge, state-of-the-art, best-in-class, world-class, game-changer, disruptive, innovative, paradigm shift, holistic, seamless, robust, scalable, empower, thought leader, bleeding edge, next-generation, unlock your potential, revolutionize, next level

Jargon Replacements

• leverage becomes use
• utilize becomes use
• optimize becomes improve
• facilitate becomes help
• implement becomes use
• comprehensive becomes complete
• innovative becomes new
• seamless becomes smooth
• robust becomes strong
• scalable becomes grows with you

Design Anti-Patterns

Avoid these AI-typical designs:

• Gradient backgrounds everywhere
• Everything centered symmetrically
• Rainbow colors for variety
• Cramped spacing between sections
• Generic stock photos
• Heavy drop shadows on all cards
• Rounded-full pill-shaped buttons
• 12+ features dumped in a grid

Use instead:

• Solid backgrounds (off-white, slate-50)
• Asymmetric layouts (60/40 splits)
• Monochromatic + 1 accent color
• Generous white space (80-128px padding)
• Real product shots
• Subtle shadows or none
• Subtle border-radius (rounded-lg)
• 3-6 strategic features

Copy Anti-Patterns

Bad Headlines:

• Unlock Your Potential
• Cloud Deployment Platform
• We provide deployment services

Good Headlines:

• Deploy with confidence
• Ship faster with zero-config deploys
• From code to production in 30 seconds

Bad CTAs:

• Submit
• Learn More
• Click Here

Good CTAs:

• Start My Free Trial
• Get Instant Access
• Show Me How It Works

Quality Checklists

Before Publishing Checklist

Clarity:

• Can a 12-year-old understand it?
• Remove unnecessary words?
• Use numbers and examples?
• Clear next action for reader?
• Matches brand voice?
• Screen reader friendly?
• Scannable (headings, bullets, short paragraphs)?

Landing Page Checklist

11 Essential Elements:

• URL with keywords
• Company logo (top-left)
• SEO-optimized title and subtitle
• Primary CTA in hero
• Social proof (reviews, stats)
• Images or videos
• Benefits/features section (3-6 items)
• Customer testimonials (4-6 items)
• FAQ section (5-10 questions)
• Final CTA at bottom
• Footer with contact and legal links

Conversion Elements:

• Specific, transformation-focused headline
• Clear value proposition above fold
• 1 primary + 1 secondary CTA maximum above fold
• Social proof with specific numbers
• Testimonials with real names and results
• FAQ addressing main objections
• Risk reversal on final CTA

Copy Quality:

• No AI cliches
• Specific numbers and timeframes throughout
• Action-focused CTA copy
• You language (talking to reader directly)
• Benefits over features
• Addresses 2-3 main objections

Script Quality Checklist (Video)

• Hook lands in first 3 seconds
• Problem section creates emotional connection
• Solution feels natural, not salesy
• Value prop differentiates from alternatives
• Social proof is specific and credible
• CTA is clear and actionable
• Sounds like the creator would actually say it
• Can be read aloud naturally
• Fits the target length
• No corporate marketing language

Intake Questions

Before writing conversion copy, gather context:

1. The Offer: What exactly are you selling? Features, pricing, terms?
2. Target Audience: Who is this for? Current situation and desired future?
3. Main Objections: Top 3-5 reasons people do not buy?
4. Proof Elements: Results, testimonials, credentials, or data?
5. Competitive Alternatives: What else could they do instead? Why is this better?
6. Desired Action: What specifically should they do? (Buy, sign up, book call, etc.)
7. Traffic Source: Where are visitors coming from? What do they already know?
8. Price Point and Risk: What does it cost? What guarantees exist?

Output Format Template

When generating landing page copy:

LANDING PAGE COPY Product/Service: [Name] Framework: [PAS/AIDA/StoryBrand]

HERO SECTION Headline: [Powerful 10-word value proposition] Subheadline: [2-sentence expansion] CTA Button: [Action-oriented text] Trust Bar: [Social proof element]

PROBLEM SECTION [Problem description with emotional resonance]

SOLUTION SECTION [How your product solves it] Feature 1: [Benefit-focused description] Feature 2: [Benefit-focused description] Feature 3: [Benefit-focused description]

HOW IT WORKS Step 1: [Simple action] Step 2: [Simple action] Step 3: [Simple action]

SOCIAL PROOF [Testimonial quotes with attribution]

FAQ Q: [Common objection] A: [Clear, confident answer]

FINAL CTA [Urgency/scarcity element] [Risk reversal] Button: [Action text]

OPTIMIZATION NOTES A/B Test Ideas:

• [Headline variation]
• [CTA variation]

Conversion Tips:

• [Specific recommendation]

Reference Files

This skill includes detailed reference documentation in the references folder:

• frameworks.md - Deep dive on PAS, AIDA, StoryBrand, BAB frameworks
• headline-formulas.md - 50+ headline templates with examples
• cta-library.md - CTA copy for every context
• objection-handling.md - How to address common objections
• testimonial-templates.md - How to structure and request testimonials
• voice-analysis.md - Process for analyzing and matching brand voice

Credits

This skill combines best practices from top copywriting skills including daffy0208/copywriter, OneWave-AI/landing-page-copywriter, kuse-ai/landing-page-creator, bear2u/landing-page-guide, majiayu000/conversion-copywriting, Salesably/direct-response-copy, mike-coulbourn/scriptwriting-methodology, muratcankoylan/ralph-copywriter, majiayu000/lead-gen-copy, and icemusike/premium-landing-designer.