direct-response-copy

name	direct-response-copy
description	Write direct-response copy that converts: ads, landing pages, emails, sales pages. Pipeline: Context → Format Selection → Draft with DR techniques → Humanize → Review. Applies 13 proven techniques (headlines, curiosity gaps, slippery slide, pain quantification, founder stories, testimonials, CTAs). Anti-AI-detection built in.
context_required	["brand/{slug}/brand-voice/brand-voice.current.md","brand/{slug}/go-to-market/positioning/*/*.current.md","brand/{slug}/go-to-market/ecps/ecps.current.md"]
context_writes	["campaigns/","brand/{slug}/operational/learnings.md"]

Direct Response Copy

Copy that makes people act. Not content marketing — direct response.

Read ./brand/ per _system/intelligence/brand-memory.md Follow output formatting from _system/output/output-format.md

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Core Principle

Every sentence exists for one reason: to make you read the next one. That's the "slippery slide" — once someone starts, they can't stop.

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What We Write

Format	Length	Key Elements
Facebook/Instagram ads	50-300 words	Hook → Pain → Solution → CTA
Google Ads	30-90 chars	Keyword → Benefit → CTA
Landing pages	500-2000 words	Hero → Problem → Solution → Proof → CTA
Sales emails	200-500 words	Subject → Open → Story → Pivot → CTA
Sales pages	1000-5000 words	Full sequence (see below)
VSL scripts	1000-3000 words	Pattern interrupt → Story → Offer → Close

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Workflow

Phase 1: Context

• Load brand voice, positioning, ECPs
• If copy exists → Refresh Mode (iterate on what worked)
• Identify: format, audience, offer, desired action

Phase 2: Draft

Apply the 13 DR techniques in sequence. See references/techniques.md for detailed instructions on each:

1. Headlines — 10+ variations, pick top 3
2. Opening lines — Pattern interrupt or curiosity
3. Curiosity gaps — Open loops that demand closure
4. Slippery slide — Each sentence compels the next
5. Pain quantification — Numbers make pain real ($X lost, Y hours wasted)
6. The So What? Chain — Feature → Benefit → So What? → Real Impact
7. Rhythm — Alternate short punchy with long flowing
8. Founder story — If applicable, weave in origin story
9. Testimonials — Integrate social proof naturally
10. Disqualification — "This isn't for everyone" increases desire
11. CTAs — Action-specific, urgent, clear
12. Voice markers — Internet-native, not corporate
13. Anti-AI tells — Remove patterns that scream "AI wrote this"

Phase 3: Humanize

• Read aloud test (would a real person say this?)
• Remove AI patterns (see references/techniques.md — AI tells section)
• Apply brand voice profile
• Vary sentence structure

Phase 4: Review

• The Test: "Would I stop scrolling for this?" If no, rewrite.
• See references/quality.md for review checklist

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The Full Sequence (Long-form)

For sales pages and VSLs, use this structure:

1. Pattern interrupt headline
2. Identify the enemy
3. Agitate the problem (with numbers)
4. Tease the solution
5. Credibility (why listen to us?)
6. Benefits barrage (So What? Chain)
7. Social proof
8. The offer (stack value)
9. Risk reversal (guarantee)
10. Scarcity/urgency
11. Final CTA
12. P.S. (recap offer + urgency)

See references/workflow.md for detailed sequence instructions.

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References

File	Content
references/techniques.md	13 DR techniques with examples and instructions
references/workflow.md	Brand memory integration, iteration detection, full sequence
references/quality.md	Review checklist, example transformations

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Rules

1. Specific > Generic — "$4,847 in 30 days" beats "make more money"
2. One CTA per piece — Multiple asks = no action
3. Proof required — Every claim needs evidence (data, testimonial, case study)
4. Voice match — Sound like the brand, not a copywriting template
5. Mobile-first — Short paragraphs, scannable, front-loaded