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: INLINECODE1

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:

• - INLINECODE2
• INLINECODE3
• INLINECODE4
• INLINECODE5
• INLINECODE6
• INLINECODE7

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: INLINECODE8

Step 6 — Write the CTA

One ask. Always one.

Formula: INLINECODE9

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: INLINECODE10