Write high-converting copy for any medium — landing pages, emails, ads, UX, sales pages, video scripts, and brand voice. Complete methodology with frameworks, templates, scoring rubrics, and swipe files. Use when writing or reviewing any user-facing text.
Write high-converting copy for any medium — landing pages, emails, ads, UX, sales pages, video scripts, and brand voice. Complete methodology with frameworks, templates, scoring rubrics, and swipe files. Use when writing or reviewing any user-facing text.
Copywriting Mastery
Complete copywriting system — from research to revision. Write copy that converts for landing pages, emails, ads, UX, sales pages, video scripts, and any user-facing text.
Quick Copy Health Check
Run /copy-check on any draft:
#
Check
Pass?
1
Does the headline pass the "so what?" test?
2
Is the reader's #1 objection addressed?
3
Can a 12-year-old understand it?
4
Is there ONE clear CTA per section?
5
Does it lead with benefit, not feature?
6
Would you stop scrolling for this?
7
Is every sentence earning its place?
8
Does it sound like a human wrote it?
Score: X/8. Below 6 = rewrite before publishing.
Phase 1: Research Before Writing
Never write cold. Every piece of copy starts with research.
Customer Voice Mining
Where to find real language your audience uses:
Source
What to extract
Priority
Amazon reviews (competing products)
Frustrations, desired outcomes, exact phrases
🔴 High
Reddit/forums in your niche
Problems described in their own words
🔴 High
Support tickets / chat logs
Common questions, confusion points, language
🔴 High
Sales call transcripts
Objections, decision triggers, deal-breakers
🔴 High
Competitor landing pages
Claims, positioning, gaps they miss
🟡 Medium
Social comments on competitor posts
Complaints, wishes, unmet needs
🟡 Medium
Survey responses
Self-described goals and frustrations
🟡 Medium
Voice-of-Customer Brief
audience:who:"[specific person, not demographic]"current_state:"[what life/work looks like now]"desired_state:"[what they want it to look like]"biggest_frustration:"[in their exact words]"trigger_event:"[what makes them search for a solution NOW]"messaging:primary_desire:"[the one outcome they'd pay anything for]"top_3_objections:-"[objection 1 — in their language]"-"[objection 2]"-"[objection 3]"proof_they_need:"[what evidence would convince them]"words_they_use: ["[exact phrases from research]"]
words_to_avoid: ["[jargon, corporate speak they hate]"]
Awareness Level Assessment
Every reader sits at one of 5 levels. Your copy must match:
Level
They know...
Your job
Lead with
Unaware
Nothing about the problem
Agitate the problem
Story / pattern interrupt
Problem-aware
They have a problem
Show a solution exists
Empathy + "there's a better way"
Solution-aware
Solutions exist
Why YOUR solution
Differentiation + proof
Product-aware
Your product
Why NOW
Offer + urgency + risk reversal
Most-aware
Everything
Just the deal
Price + CTA + deadline
Rule: Most copy fails because it's written for the wrong awareness level.
Phase 2: Headline Engineering
The headline does 80% of the work. If nobody reads past it, nothing else matters.
8 Headline Formulas That Work
#
Formula
Example
1
How to [desired outcome] without [pain]
"How to double your revenue without hiring another sales rep"
2
[Number] [things] that [benefit]
"7 email subject lines that get 40%+ open rates"
3
The [adjective] way to [outcome]
"The laziest way to build a 6-figure newsletter"
4
Why [common belief] is wrong
"Why 'more content' is killing your conversion rate"
5
[Do thing] like [aspirational identity]
"Write proposals like a top-1% closer"
6
[Specific result] in [timeframe]
"First paying customer in 14 days"
7
Stop [mistake]. Start [better thing].
"Stop guessing your pricing. Start using data."
8
What [authoritative group] knows about [topic]
"What top SaaS founders know about churn that you don't"
[PROBLEM] — Name the specific pain they feel right now.
[AGITATION] — Twist the knife. What happens if they don't fix it? What's it costing them?
[SOLUTION] — Here's how to fix it. Introduce your product/service.
Example:
Your sales team spends 3 hours a day on manual data entry. (Problem)
That's 15 hours a week per rep — $78,000/year in lost selling time across a 10-person team. Your competitors automated this last quarter. (Agitation)
SalesFlow syncs your CRM in real-time. Zero manual entry. Your reps sell; the system handles the rest. (Solution)
AIDA — Attention, Interest, Desire, Action
Best for: landing pages, sales pages, long-form.
Stage
Job
Technique
Attention
Stop the scroll
Bold claim, surprising stat, pattern interrupt
Interest
Keep them reading
Story, empathy, "me too" moment
Desire
Make them want it
Benefits, social proof, future pacing
Action
Get the click
Clear CTA, urgency, risk reversal
BAB — Before, After, Bridge
Best for: case studies, testimonials, transformation stories.
[BEFORE] — Paint their current painful reality.
[AFTER] — Show the transformed state they want.
[BRIDGE] — Your product/service is the bridge between the two.
Best for: headlines, subject lines, CTAs. Score each element 1-4.
PASTOR — Problem, Amplify, Story, Testimony, Offer, Response
Best for: long-form sales pages, webinar scripts, VSLs.
Problem: Name it in their words
Amplify: What happens if they ignore it (emotional + financial cost)
Story: Your/client's journey through the same problem
Testimony: Social proof from people like them
Offer: Present the solution with clear value stack
Response: Tell them exactly what to do next
Benefits section: Feature → Benefit → Proof for top 3-5 features
Social proof: Testimonials, logos, numbers
Objection handling: FAQ addressing top 3 concerns
Final CTA: Restate value prop + urgency + risk reversal
Landing page rules:
One page = one goal = one CTA (repeated 3+ times)
Above the fold: headline, subhead, CTA, visual. Nothing else.
Feature → Benefit translation: "We have X" → "You get Y, which means Z"
Remove navigation (reduce exit points)
Social proof near every CTA
Page load < 3 seconds
Conversion benchmarks:
Traffic source
Good
Great
Cold ads
3-5%
8%+
Email list
10-15%
25%+
Organic/SEO
5-8%
12%+
Referral
8-12%
20%+
Email Copy
Subject line formulas:
Type
Formula
Example
Curiosity gap
"[partial reveal]..."
"The pricing mistake that cost us $47K..."
Direct benefit
"How to [get result]"
"How to close 3x more deals this month"
Social proof
"[Name/company] did [result]"
"How Stripe grew 10x with one email change"
Urgency
"[Deadline] for [thing]"
"Last day for early-bird pricing"
Personal
"Quick question, [name]"
"Quick question, Sarah"
Email body rules:
First line = hook (never "I hope this email finds you well")
One idea per email
Write at 5th-grade reading level
CTA button + text link (both)
P.S. line gets read — put your best hook or proof there
Mobile-first: short paragraphs, 1-3 sentences each
Ad Copy (Facebook / Google / LinkedIn)
Facebook/Instagram ad structure:
[Hook — 1 line that stops the scroll]
[Problem — 1-2 lines of empathy]
[Solution — what you offer, 1-2 lines]
[Proof — one specific result or testimonial]
[CTA — clear next step with low friction]
Google Search ads:
Headline 1: Include exact search keyword
Headline 2: Benefit or differentiator
Headline 3: CTA or trust signal
Description: Address the intent behind the search, not just the keyword
LinkedIn ad rules:
Professional tone but not corporate
Lead with industry-specific insight
Use "you" more than "we"
Stats outperform stories on LinkedIn
UX Copy
Microcopy decision table:
Element
Pattern
Example
Buttons
Verb + Object
"Save Changes", "Start Trial"
Errors
What happened + How to fix
"Email already registered. Try logging in?"
Empty states
What goes here + How to start
"No projects yet. Create your first one."
Loading
What's happening + Expectation
"Generating your report... about 10 seconds."
Success
What happened + Next step
"Payment confirmed! Check your email for receipt."
Confirmation
Consequence + Escape hatch
"Delete this project? This can't be undone. [Cancel] [Delete]"
[Surprising claim or result] + [Why you should keep watching]
"We went from 0 to $1M ARR in 9 months using a system most founders ignore. Here's the framework."
VSL structure:
Hook (0-15 sec): Bold claim + qualify viewer
Problem (15-60 sec): Their situation, what they've tried, why it failed
Story (1-3 min): Your journey through same problem
Solution (3-5 min): The framework/system (teach, don't pitch)
Proof (5-6 min): Case studies, screenshots, testimonials
Offer (6-7 min): What they get, what it's worth, what they pay
CTA (7-8 min): Exactly what to do next + urgency
Phase 5: Persuasion Techniques
Feature → Benefit → "So What" Chain
Never stop at the feature. Go 3 levels deep:
Level
Question
Example
Feature
What is it?
"AI-powered email sorting"
Benefit
What does it do for me?
"Saves you 45 minutes every morning"
So What
Why does that matter?
"That's 15 extra hours a month to close deals instead of managing inbox"
Rule: Always write at the "So What" level.
Social Proof Hierarchy
Most persuasive → least persuasive:
Specific results — "$47K in 30 days" beats "great results"
Named testimonials with photo — Real people > anonymous quotes
Logos of recognizable companies — "Trusted by Stripe, Notion, Linear"
Numbers at scale — "12,847 teams use this" (odd numbers feel more real)
Media mentions — "Featured in TechCrunch"
Certifications / awards — SOC2, G2 badges
Generic quotes — "This is amazing!" (weakest — avoid if possible)
Objection Handling in Copy
Objection Type
Copy Technique
Example
"Too expensive"
Reframe as cost of inaction
"A single missed deal costs more than a year of this tool"
"Don't have time"
Show time savings
"Setup takes 7 minutes. Most users save 2 hours/week by day 3"
"We already have something"
Differentiate + switching cost is low
"Import your existing data in one click"
"Not sure it works"
Risk reversal + proof
"60-day guarantee. Plus, here's what [similar company] achieved"
"Need to ask my boss"
Give them ammo
"Here's a one-page business case to share with your team"
"I'll do it later"
Urgency + future cost
"Every week you wait costs ~$2,400 in manual work"
Power Words by Emotion
Emotion
Words
Urgency
Now, today, limited, deadline, before, expires, last chance
Fix: Read it aloud. Would a smart friend say this at a bar? If not, rewrite.
Phase 8: Conversion Optimization
CTA Writing Rules
Rule
Bad
Good
Verb + benefit
"Submit"
"Get My Free Report"
First person
"Start your trial"
"Start my free trial"
Reduce friction
"Buy now"
"Try free for 14 days"
Create continuity
"Sign up"
"Continue to checkout"
Match awareness
"Learn more" (aware)
"See pricing" (ready)
CTA Placement Strategy
After every major section (not just at the bottom)
Immediately after social proof
After addressing an objection
In hero section (above the fold)
Floating/sticky on long pages
Rule: Minimum 3 CTAs on any page longer than 2 screens
Pricing Page Copy
Element
Copy rule
Plan names
Describe the customer, not the plan ("Starter" → "Solo Creator")
Feature lists
Benefits, not features ("500GB storage" → "Never worry about running out of space")
Recommended plan
Visual highlight + "Most Popular" badge
Annual vs monthly
Show savings as $ amount, not %
Guarantee
Below pricing, not buried in FAQ
Social proof
Right next to the buy button
A/B Testing Copy Elements
Priority order (highest impact first):
Headlines (test first, always)
CTA button text
Social proof placement/format
Hero section subhead
Pricing page plan names
Email subject lines
Body copy structure
Minimum sample: 1,000 visitors or 100 conversions per variant before calling a winner.
Phase 9: Swipe File — Ready-to-Adapt Templates
Welcome Email Template
Subject: You're in — here's your first win
[First name],
Welcome to [product].
The fastest way to see results:
1. [First action — takes 2 minutes]
2. [Second action — shows immediate value]
3. [Third action — "aha" moment]
Most [product] users see [specific result] within [timeframe].
If you get stuck, reply to this email. A human reads every one.
[Signature]
P.S. [One bonus tip or resource link]
Cold Outreach Template (B2B)
Subject: [Specific observation about their company]
Hey [name],
Noticed [specific thing — recent hire, product launch, job posting].
That usually means [educated guess about their challenge].
We helped [similar company] [specific result] by [method in one sentence].
Worth a 15-minute call to see if it fits?
[Signature]
Testimonial Request Template
Subject: Quick favor? (takes 2 min)
Hey [name],
Loved hearing that [specific result they mentioned].
Would you mind sharing that as a quick testimonial? Here's a format that makes it easy:
- What were you struggling with before?
- What result did you get?
- What would you say to someone considering [product]?
Even 2-3 sentences would be incredible.
[Signature]
Feature Announcement Template
Subject: [New feature] is live — here's why it matters
[First name],
You asked for [thing]. We built it.
[Feature name] lets you [benefit in one sentence].
Here's what changes:
- [Before]: [old painful way]
- [After]: [new easy way]
[Screenshot or GIF]
[CTA: Try it now]
[Signature]
Phase 10: Copy Scoring Rubric
Rate any piece of copy 0-100:
Dimension
Weight
0-2 (Weak)
3-4 (Solid)
5 (Exceptional)
Clarity
20%
Confusing, jargon-heavy
Clear to target audience
Crystal clear to anyone
Specificity
15%
Vague claims
Some numbers/details
Precise, verifiable claims
Persuasion
15%
Lists features
Connects to benefits
"So What" chain on every point
Voice
15%
Generic / AI-sounding
Consistent, on-brand
Distinctive, memorable
Structure
10%
Wall of text
Good flow with headers
Perfect progressive disclosure
CTA Strength
10%
"Submit"
Clear next step
Irresistible with friction removed
Social Proof
10%
None or generic
Present and relevant
Specific results from similar buyers
Objection Handling
5%
Ignores concerns
Addresses top objection
Pre-empts all major objections
Scoring: 85+ = publish. 70-84 = one more edit pass. Below 70 = significant rewrite needed.
Phase 11: Industry-Specific Copywriting
SaaS Copy
Lead with the metric they care about (MRR, churn rate, time saved)
Use "your team" not "users" — B2B buyers picture their team
Competitor comparison tables work (be honest, highlight your strengths)
Free trial > demo request for products under $500/mo
Security/compliance badges matter — put them near CTAs
Ecommerce Copy
Product descriptions: benefits first, specs second
Use sensory language ("buttery-soft leather" not "high-quality material")
