Copywriting

Write high-converting copy using proven marketing frameworks.

Quick Start

Content Type	Formula	Structure
Short ad, cold audience	PAS	Problem → Agitate → Solution
Long sales page	AIDA	Attention → Interest → Desire → Action
Social media post	BAB	Before → After → Bridge
Product description	FAB	Features → Advantages → Benefits
B2B/LinkedIn	SCQA	Situation → Complication → Question → Answer
Brand positioning	StoryBrand	Hero → Problem → Guide → Plan → CTA → Stakes → Success

Workflow

What are you creating?

Goal	Go to
Headlines or short-form copy	Headline Workflow
Sales pages, emails, long-form	Long-Form Workflow
Brand messaging or positioning	Positioning Workflow
Check existing copy quality	Validation Workflow

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Headline Workflow

Step 1: Assess Audience Awareness

Determine where the audience is on Schwartz's 5 Stages:

Stage	They know...	Headline approach
Unaware	Nothing about the problem	Lead with emotion/identity
Problem-Aware	The pain, not solutions	Agitate the problem
Solution-Aware	Solutions exist, not yours	Differentiate your approach
Product-Aware	Your product, need convincing	Features, benefits, comparisons
Most Aware	Ready to buy	Price, offer, urgency

For detailed strategies, read references/awareness.md.

Step 2: Select Formula

Awareness Level	Best Formula
Unaware	Story-led, soft PAS
Problem-Aware	PAS, BAB
Solution-Aware	FAB, 4Ps
Product-Aware	AIDA, FAB with comparisons
Most Aware	Direct CTA, offer-focused

Step 3: Apply Three Rules Validation

Before finalizing, every headline must pass:

Rule	Test	Fail → Pass
Visualize	Can you see it?	"Transform workflow" → "From couch to 5K"
Falsify	Is it provable?	"High quality" → "Handstitched in Vermont since 1923"
Unique	Could a competitor say it?	"The better solution" → "1000 songs in your pocket"

Step 4: Score with 4U's

Rate 1-4 for each. Target: 3.5+ average.

U	Question
Useful	Does it show clear benefit?
Urgent	Is there time pressure?
Unique	Does it stand out?
Ultra-specific	Are there concrete details?

Step 5: Validate

npx tsx scripts/validate-copy.ts "Your headline here"

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Long-Form Workflow

Step 1: Assess Audience Awareness

Same as Headline Workflow Step 1. Key insight: Copy length increases as awareness decreases.

• Most Aware → Short, direct offer
• Unaware → Long-form education required

Step 2: Select Framework

Scenario	Framework
Standard sales page	AIDA
Webinar/infomercial style	4Ps (Promise → Picture → Proof → Push)
Email sequence	AIDA spread across emails
Problem-heavy audience	PAS expanded

Step 3: Apply AIDA Structure

Stage	Goal	Techniques
Attention	Stop the scroll	Bold headlines, questions, shocking stats
Interest	Build curiosity	Benefits, stories, "what's in it for me"
Desire	Create want	Social proof, transformation, FOMO
Action	Drive conversion	Clear CTA, urgency, risk reversal

For full formula details, read references/formulas.md.

Step 4: Layer in Persuasion

Apply Cialdini's principles where appropriate:

Principle	Copy Element
Reciprocity	Lead magnets, free value
Social Proof	"Join 50,000+ users", testimonials
Authority	"Featured in Forbes", credentials
Scarcity	"Only 3 left", countdown timers
Unity	"For developers, by developers"

For full list, read references/persuasion.md.

Step 5: Validate

Run copy review checklist:

• One Mississippi test (understood in <2 seconds?)
• Every line visualizable?
• Every claim falsifiable?
• Competitor couldn't sign it?
• No paragraph >2 lines?
• No red flag words?

npx tsx scripts/validate-copy.ts "Your copy here"

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Positioning Workflow

Step 1: Fill Positioning Canvas

FOR: [Target customer]
WHO: [Has this problem/need]
WE ARE: [Category/frame]
THAT: [Key benefit/difference]
UNLIKE: [Competitor/old way]
WE: [Proof point/unique capability]

Step 2: Apply StoryBrand SB7

Position customer as hero, brand as guide:

Element	Role	Question
1. Character	Hero (customer)	What do they want?
2. Problem	External, Internal, Philosophical	What's blocking them?
3. Guide	Your brand	Why can you help?
4. Plan	3-step process	How do they succeed?
5. Call to Action	Direct + Transitional	What should they do?
6. Failure	Stakes	What if they don't act?
7. Success	Transformation	What does winning look like?

Core principle: "If you confuse, you lose."

Step 3: Generate One-Liner

Formula: [Problem] + [Solution] + [Result]

Example:

"Most businesses struggle to explain what they do. We help you clarify your message. So customers actually listen."

Step 4: Apply Three Rules

Same as Headline Workflow Step 3. Every positioning statement must:

• Visualize (concrete, not abstract)
• Falsify (provable, not adjective soup)
• Be Unique (competitor couldn't say it)

Step 5: Run Tests

• T-shirt test: Would you print this on a shirt?
• One Mississippi: Understood in under 2 seconds?
• Competitor test: Could they sign this ad?

For detailed frameworks, read references/positioning.md.

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Validation Workflow

Quick Validation

npx tsx scripts/validate-copy.ts "Your copy here"

Red Flag Words (Automatic rewrite)

Red Flag	Problem
"Innovative solution"	Abstract, unfalsifiable
"Best in class"	Generic, competitor could say it
"Seamless experience"	Can't visualize
"Transform your..."	Abstract verb
"Cutting-edge"	Meaningless buzzword
Multiple adjectives	Hiding weak nouns
"And" 3+ times	Scope creep

Full Checklist

For comprehensive validation, read references/validation.md.

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Core Formulas Reference

PAS (Problem → Agitate → Solution)

The go-to for short-form copy.

Stage	Goal	Example
Problem	Name the pain	"Spending hours on copy that doesn't convert?"
Agitate	Amplify emotion	"Every failed campaign costs leads and credibility."
Solution	Present cure	"Our AI writes high-converting copy in seconds."

AIDA (Attention → Interest → Desire → Action)

The foundation for long-form sales.

Stage	Goal
Attention	Stop the scroll with bold hook
Interest	Build curiosity with benefits
Desire	Create want with proof and emotion
Action	Clear CTA with urgency

BAB (Before → After → Bridge)

Best for transformation stories.

Stage	Goal
Before	Paint the problem world
After	Show transformed outcome
Bridge	Your solution connects them

For all 7 formulas with full examples, read references/formulas.md.

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Output Format

Always return copy with explanation:

**Copy:**
[The generated copy]

**Framework:** [Name]
[1-2 sentences: why this framework fits the use case]

**Validation:**
- Score: [X/4]
- [Any red flags or recommendations]

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References

File	When to read
references/formulas.md	Need full formula details or examples
references/awareness.md	Assessing audience awareness level
references/persuasion.md	Layering in psychological triggers
references/positioning.md	Brand messaging, StoryBrand, Three Rules
references/validation.md	Full quality checklist, 4U's scoring