Conversion Copywriter

Write persuasive, high-converting copy for headlines, landing pages, emails, ads, and sales pages using proven psychology and structured frameworks.

1kalin@1kalin

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Conversion Copywriter — The Complete Persuasion System

Write copy that converts. Every headline, landing page, email, ad, and sales page — engineered for action using proven frameworks, psychology, and systematic testing.

Phase 1: Copy Brief (Before You Write a Single Word)

Every copy project starts with a brief. Skip this and you're guessing.

yaml

copy_brief:
  project: "[Landing page / Email sequence / Ad campaign / Sales page]"
  objective: "[Signups / Purchases / Demos / Downloads]"
  target_audience:
    who: "[Job title, demographic, situation]"
    awareness_level: "[Unaware / Problem-Aware / Solution-Aware / Product-Aware / Most-Aware]"
    primary_pain: "[Their #1 frustration in their own words]"
    desired_outcome: "[What they actually want — the transformation]"
    current_alternative: "[What they do now instead of your solution]"
    objections:
      - "[Top objection 1]"
      - "[Top objection 2]"
      - "[Top objection 3]"
  offer:
    product: "[What you're selling]"
    unique_mechanism: "[HOW it works differently — the thing that makes you believe]"
    primary_benefit: "[Single biggest outcome]"
    proof_points:
      - "[Stat, testimonial, case study, demo]"
    guarantee: "[Risk reversal — money-back, free trial, etc.]"
    cta: "[Exact action you want them to take]"
  voice:
    brand_personality: "[Authoritative / Friendly / Provocative / Empathetic]"
    tone_for_this_piece: "[Urgent / Educational / Conversational / Bold]"
    reading_level: "[Grade 5-8 for mass market, 8-12 for B2B]"
  constraints:
    word_count: "[Target length]"
    platform: "[Web / Email / Social / Print]"
    compliance: "[Any legal/regulatory requirements]"

Audience Awareness Levels (Eugene Schwartz)

This determines EVERYTHING about your copy structure:

Level	They Know	Your Copy Must	Open With
Unaware	Nothing about the problem	Educate → Agitate → Solve	A story or pattern interrupt
Problem-Aware	They have a problem	Agitate → Present solution	Their pain in their words
Solution-Aware	Solutions exist	Differentiate your approach	Your unique mechanism
Product-Aware	Your product exists	Overcome objections + prove	Proof and social proof
Most-Aware	They're almost ready	Make the offer irresistible	The deal — price, bonus, urgency

Rule: Never sell to Unaware audiences the way you'd sell to Most-Aware. Match the message to the mind.

Phase 2: Research (The 80/20 of Great Copy)

Great copy is assembled, not written. 80% research, 20% writing.

Voice-of-Customer (VoC) Mining

Search these sources for the exact language your audience uses:

Amazon reviews (of competing books/products) — 3-star reviews = balanced, honest language
Reddit/forums — search [problem] site:reddit.com for raw frustration
G2/Capterra/Trustpilot — competitor reviews, especially 2-3 star
Support tickets / sales call transcripts — goldmine for objection language
Social comments — competitor posts, industry influencers
Survey responses — if you have them

What to Extract

For each source, capture:

yaml

voc_nugget:
  source: "[Where you found it]"
  quote: "[Exact words they used]"
  category: "[pain / desire / objection / language]"
  power_level: "[1-5 — how emotionally charged]"
  usable_as: "[headline / bullet / testimonial / objection handler]"

Goal: Collect 30-50 nuggets before writing. The best headlines are stolen from customer mouths.

Competitor Copy Audit

For each competitor:

Screenshot their landing page / key emails
Note: headline, subhead, CTA, proof elements, guarantee, pricing frame
Rate: clarity (1-5), desire (1-5), urgency (1-5), differentiation (1-5)
Identify gaps: what are they NOT saying that you could?

Phase 3: Core Copywriting Frameworks

Framework 1: AIDA (Attention → Interest → Desire → Action)

The classic. Works for landing pages, emails, ads, sales pages.

text

ATTENTION:  Stop the scroll. Bold claim, provocative question, or pattern interrupt.
INTEREST:   Elaborate on the problem. Make them nod: "that's exactly me."
DESIRE:     Show the transformation. Paint the after-state with specificity.
ACTION:     Clear, single CTA. Remove all friction.

Template:

text

[HEADLINE — the promise or the pain, 6-12 words]

[SUBHEAD — elaborate on headline, add specificity or curiosity]

You know the feeling. [Describe their current painful situation in 2-3 sentences.
Use their language. Make it vivid.]

[2-3 sentences expanding the problem — what it costs them (time, money,
reputation, stress)]

Here's the thing: [Introduce your unique mechanism — HOW your solution
works differently]

[3-5 bullet points of specific benefits, each starting with a verb]

[Social proof block — testimonial, stat, or case study]

[CTA button: Verb + Benefit, e.g., "Start Saving 10 Hours/Week"]

[Risk reversal: guarantee, free trial, no-commitment language]

Framework 2: PAS (Problem → Agitate → Solution)

Best for pain-driven products. Short-form emails, ads, social posts.

text

PROBLEM:    State it plainly. One sentence.
AGITATE:    Twist the knife. What happens if they DON'T solve it? Emotional cost.
SOLUTION:   Your product as the relief. Specific. Credible.

Template:

text

[PROBLEM — 1 sentence, their exact words]

And it's getting worse. [Agitate — 2-3 sentences on cascading consequences.
Future-pace the pain. "If you don't fix this, in 6 months you'll be..."]

[SOLUTION — Introduce product. 1-2 sentences. HOW it solves it specifically.]

[Proof — one compelling data point or testimonial]

[CTA]

Framework 3: BAB (Before → After → Bridge)

Best for aspirational products, coaching, lifestyle. Social posts, emails.

text

BEFORE:  Their current frustrating reality (specific, vivid)
AFTER:   Their desired future state (specific, vivid, emotional)
BRIDGE:  Your product/service is the bridge between the two

Framework 4: 4Ps (Promise → Picture → Proof → Push)

Best for sales pages and long-form.

text

PROMISE:  Bold, specific claim (your headline)
PICTURE:  Vivid description of life after using your product
PROOF:    Evidence — testimonials, data, case studies, demos
PUSH:     Urgency + CTA — why act now?

Framework 5: PASTOR (Problem → Amplify → Story → Transformation → Offer → Response)

Best for long-form sales pages, webinar scripts, video sales letters.

text

P — PROBLEM:        Identify the pain (in their words)
A — AMPLIFY:        What happens if they ignore it? Emotional + financial cost
S — STORY:          Tell a story (yours, a client's) of facing the same problem
T — TRANSFORMATION: Show the before/after. Specific results.
O — OFFER:          Present your solution. What they get. Stack the value.
R — RESPONSE:       CTA. Tell them exactly what to do. Remove all risk.

Framework Selection Guide

Situation	Best Framework	Why
Landing page (SaaS)	AIDA or 4Ps	Structured, covers all bases
Cold email	PAS	Short, punchy, pain-focused
Social media post	BAB	Quick, aspirational
Long sales page	PASTOR	Deep narrative, high-ticket
Ad (Facebook/Google)	PAS or AIDA	Compressed, attention-first
Welcome email	BAB	Sets the vision
Re-engagement email	PAS	Reminds them of unresolved pain

Phase 4: Headline Mastery

The headline does 80% of the work. If the headline fails, nothing else matters.

The 7 Headline Types (With Templates)

1. Benefit-Driven

text

Get [Desired Outcome] Without [Pain Point]
[Number] [People Like Them] Already [Achieved Result]
The Fastest Way to [Outcome] — Even If [Objection]

2. Curiosity-Gap

text

Why [Common Approach] Is Killing Your [Goal] (And What to Do Instead)
The [Adjective] [Thing] That [Surprising Result]
What [Authority] Knows About [Topic] That You Don't

3. How-To

text

How to [Achieve Goal] in [Timeframe] (Step-by-Step)
How [Specific Person] Went From [Before] to [After] in [Time]
How to [Goal] Without [Sacrifice]

4. Listicle

text

[Number] Ways to [Benefit] (That Actually Work)
[Number] Mistakes That Are Costing You [Loss]
[Number] [Things] Every [Audience] Should Know

5. Question

text

Are You Making These [Number] [Topic] Mistakes?
What If You Could [Dream Outcome] in Just [Timeframe]?
Is [Common Practice] Actually Hurting Your [Goal]?

6. Command

text

Stop [Bad Behavior] and Start [Good Behavior]
Forget Everything You Know About [Topic]
Stop Losing [Value] — [Solution] in [Time]

7. Proof-Led

text

How We Generated [Specific Number] in [Time] With [Method]
[Real Name] Went From [Before] to [After] — Here's How
[Number]% of [Audience] Saw [Result] Within [Time]

Headline Quality Checklist (Score 0-10)

Criteria	0-1	5	9-10
Specificity	Vague promise	Some detail	Exact numbers/outcomes
Relevance	Generic	Somewhat targeted	Speaks to their exact situation
Curiosity	No reason to read on	Mild interest	Can't NOT click
Clarity	Confusing	Understandable	Instantly clear what you get
Emotional Pull	Flat	Some feeling	Hits a nerve (pain or desire)

Rule: Write 25+ headlines. Pick the top 3. Test them. The first headline you write is almost never the best.

Phase 5: Persuasion Psychology (The Science Behind Conversion)

12 Cognitive Triggers

Use these ethically. Manipulation destroys trust. Persuasion serves both parties.

Trigger	How It Works	Copy Example
Social Proof	We follow the crowd	"Join 14,000+ teams using..."
Scarcity	Limited = valuable	"Only 12 spots left this quarter"
Urgency	Time pressure	"Price increases Friday at midnight"
Authority	Experts = credible	"Recommended by [known name/brand]"
Reciprocity	Give first, ask second	Free tool/guide before the ask
Commitment	Small yes → big yes	"Start with our free plan"
Loss Aversion	Losing > gaining	"You're leaving $X/month on the table"
Anchoring	First number frames all	"Normally $5,000 — yours for $497"
Contrast	Side-by-side comparison	"Hiring costs $80K/yr. This costs $49/mo"
Curiosity Gap	Open loop = must close	"The strategy most agencies won't tell you"
Identity	We buy who we want to be	"Built for founders who ship"
Specificity	Specific = believable	"37% increase" beats "significant increase"

The Objection Destruction Framework

For every copy piece, address the top 3-5 objections. Use this structure:

text

OBJECTION:    "[What they're thinking]"
ACKNOWLEDGE:  "You might be wondering..." or "Fair question."
REFRAME:      "[Why this objection doesn't apply / is actually a benefit]"
PROVE:        "[Testimonial, stat, or guarantee that neutralizes it]"

Common objection patterns:

Objection Type	Example	Best Response
Price	"Too expensive"	Anchor against alternative cost (hiring, time, lost revenue)
Time	"I'm too busy"	Show time savings with specific numbers
Trust	"How do I know it works?"	Case study + guarantee + specific results
Relevance	"Not for my situation"	Use their industry/role in examples
Complexity	"Seems complicated"	"3 steps" / "works in 10 minutes"
Risk	"What if it doesn't work?"	Guarantee: "30-day money-back, no questions"

Phase 6: Copy Types — Complete Templates

Landing Page (Above the Fold)

text

[NAVIGATION — minimal. Logo + 1 CTA button in nav]

[HEADLINE — 6-12 words. Primary benefit or pain resolution]

[SUBHEADLINE — 15-25 words. Elaborate on headline.
 Add specificity, curiosity, or credibility]

[HERO IMAGE/VIDEO — show the product in use or the outcome]

[PRIMARY CTA BUTTON — Verb + Benefit. High contrast color]
[Friction reducer underneath: "Free trial" / "No credit card" / "2-minute setup"]

[SOCIAL PROOF BAR — logos, "Trusted by X companies", star ratings]

Landing Page (Full Structure)

text

1. Hero (above fold) — headline, subhead, CTA, social proof bar
2. Problem Section — "You're dealing with..." (3 pain points)
3. Solution Section — "Here's how [Product] fixes this" (3 benefits with icons)
4. How It Works — 3 numbered steps (simple, visual)
5. Social Proof — 2-3 testimonials with photo, name, result
6. Features → Benefits — don't list features, translate to outcomes
7. Objection Handling — FAQ or "But what if..." section
8. Case Study — one detailed before/after story
9. Pricing — anchored, with most popular plan highlighted
10. Final CTA — repeat the primary CTA with urgency
11. Risk Reversal — guarantee badge/text

Email Sequence (Welcome — 5 emails)

yaml

email_1_welcome:
  timing: "Immediately after signup"
  subject: "Welcome to [Product] — here's your first win"
  goal: "Deliver quick value, set expectations"
  structure:
    - "Welcome + what they just got access to"
    - "ONE thing to do right now (their first quick win)"
    - "What to expect (email frequency, what's coming)"
    - "P.S. — Reply to this email with your biggest challenge with [topic]"

email_2_value:
  timing: "Day 2"
  subject: "[Specific useful tip or resource]"
  goal: "Prove expertise, build trust"
  structure:
    - "Teach one actionable thing (not product-related)"
    - "Show you understand their world"
    - "Soft CTA: 'Check out [feature] for more of this'"

email_3_story:
  timing: "Day 4"
  subject: "How [Name] went from [Before] to [After]"
  goal: "Social proof through narrative"
  structure:
    - "Tell a customer success story (BAB framework)"
    - "Specific numbers and timeline"
    - "CTA: 'Want results like this? Here's how to get started'"

email_4_objection:
  timing: "Day 6"
  subject: "The #1 question we get about [Product]"
  goal: "Handle the biggest objection"
  structure:
    - "Acknowledge the concern honestly"
    - "Reframe with data or logic"
    - "Prove with testimonial or guarantee"
    - "CTA: 'See for yourself — [start trial / book demo]'"

email_5_urgency:
  timing: "Day 8"
  subject: "Last chance: [Specific offer with deadline]"
  goal: "Convert fence-sitters"
  structure:
    - "Remind of the transformation (BAB)"
    - "Stack the value: everything they get"
    - "Add urgency: deadline, limited spots, price increase"
    - "Risk reversal: guarantee"
    - "Clear CTA"

Cold Outreach Email

text

SUBJECT: [Specific result] for [their company/role]
(Never generic. Never "Quick question." Never salesy.)

[First line — specific observation about THEM. Not about you.]

[One sentence: the problem you solve, stated as an outcome.]

[One proof point: "[Similar company] saw [specific result] in [timeframe]."]

[CTA — low commitment: "Worth a 15-min call to see if this fits?"]

[Sign-off — name, title. No "Sent from my iPhone." No multi-paragraph signature.]

Cold email rules:

Under 100 words total
No attachments
No "I hope this finds you well"
No "I'd love to pick your brain"
One CTA only
Personalization in first line is mandatory

Ad Copy (Facebook/Instagram)

text

PRIMARY TEXT (125 chars visible before "See More"):
[Hook — pattern interrupt or bold claim. Stop the scroll.]

[EXPANDED TEXT]:
[Problem — 1 sentence, their language]
[Agitate — what it costs them]
[Solution — what you offer, one sentence]
[Proof — one stat or testimonial, one line]
[CTA — "Click below to [specific outcome]"]

HEADLINE (40 chars): [Benefit, not feature]
DESCRIPTION (30 chars): [Supporting detail or urgency]
CTA BUTTON: [Learn More / Sign Up / Get Offer — match funnel stage]

Google Ads

text

HEADLINE 1 (30 chars): [Primary keyword + benefit]
HEADLINE 2 (30 chars): [Differentiator or proof]
HEADLINE 3 (30 chars): [CTA or urgency]
DESCRIPTION 1 (90 chars): [Expand on benefit. Include keyword naturally. CTA.]
DESCRIPTION 2 (90 chars): [Proof point or second benefit. Risk reversal.]

Product Description (Ecommerce)

text

[HEADLINE: Outcome-focused, not feature-focused]

[Opening paragraph: Who this is for + the #1 benefit they'll experience]

WHAT MAKES IT DIFFERENT:
• [Benefit 1 — tied to a specific feature]
• [Benefit 2 — tied to a specific feature]
• [Benefit 3 — tied to a specific feature]

[Technical specs / dimensions / materials — for the detail-seekers]

[Social proof: star rating, review quote, "X,000 sold"]

[CTA: "Add to Cart" / "Buy Now" with urgency element]

Sales Page (Long-Form — Complete Structure)

text

1. PRE-HEAD: "[Attention] For [specific audience] who want [outcome]"
2. HEADLINE: The big promise
3. SUBHEAD: Specificity + credibility layer
4. OPENING: Story or problem statement (PAS or PASTOR)
5. PROBLEM EXPANSION: 3-5 specific symptoms they recognize
6. FAILED ALTERNATIVES: What they've tried (and why it didn't work)
7. UNIQUE MECHANISM: Your "aha" — the thing that makes THIS solution different
8. BENEFIT STACK: 7-10 bullets, each Benefit → because Feature → so that Outcome
9. SOCIAL PROOF: 3-5 testimonials (diverse: different roles, industries, results)
10. OFFER STACK: Everything they get, with perceived value next to each
11. PRICE REVEAL: Anchored against alternatives. "Not $X. Not $Y. Just $Z."
12. BONUSES: 2-3 extras that increase perceived value
13. GUARANTEE: Bold, specific, generous. "Full refund within 60 days. Keep the bonuses."
14. URGENCY: Real deadline or real scarcity (never fake)
15. FINAL CTA: Repeat offer summary + button
16. P.S.: Restate the key benefit + the guarantee (many readers skip to P.S.)

Phase 7: Bullet Point Mastery

Bullets do heavy lifting. Most copy lives or dies on bullet quality.

The Bullet Formula

text

[POWER WORD] + [SPECIFIC BENEFIT] + [CURIOSITY/PROOF]

6 Bullet Types

1. Benefit Bullet:

text

✓ Save 10+ hours every week on reporting (so you can focus on strategy)

2. Curiosity Bullet:

text

✓ The counterintuitive pricing trick that increased our revenue 42% overnight

3. Proof Bullet:

text

✓ Used by 3,200+ agencies in 40 countries (including 4 Fortune 500 firms)

4. Fear Bullet:

text

✓ The hidden compliance gap that's exposing 73% of SaaS companies to lawsuits

5. How-To Bullet:

text

✓ How to write proposals that close in 48 hours (not 3 weeks)

6. Specificity Bullet:

text

✓ 14 pre-built email templates tested across 200K+ sends (avg. 34% open rate)

Rule: Mix bullet types. Never use more than 3 of the same type in a row.

Phase 8: CTA Optimization

CTA Formula

text

[ACTION VERB] + [SPECIFIC BENEFIT] + [TIME/EASE QUALIFIER]

Examples:

text

✓ "Start Saving 10 Hours/Week — Free for 14 Days"
✓ "Get Your Custom Growth Plan in 2 Minutes"
✓ "Download the 47-Point Checklist (Free)"
✗ "Submit" / "Click Here" / "Learn More" (weak, vague)

CTA Placement Rules

Location	Type	Purpose
Above fold	Primary button	Catch ready buyers
After problem section	Text link	Catch pain-motivated
After social proof	Primary button	Catch proof-seekers
After pricing	Primary button	Catch decision-makers
Bottom of page	Primary button + guarantee	Catch completionists
Sticky bar/footer	Persistent CTA	Catch scrollers

Friction Reducers (Place Near CTAs)

text

"No credit card required"
"Cancel anytime — no questions asked"
"Takes less than 2 minutes"
"Join 14,000+ [audience] who already [outcome]"
"100% money-back guarantee"

Phase 9: Copy Scoring Rubric (0-100)

Score every piece before publishing:

Dimension	Weight	0-2	5	8-10
Clarity	20%	Confusing, jargon-heavy	Mostly clear	Crystal clear, grade-school readable
Specificity	15%	Vague claims, no numbers	Some specifics	Exact numbers, names, timeframes
Emotional Resonance	15%	Flat, corporate	Some feeling	Hits pain or desire viscerally
Proof	15%	No evidence	One proof point	Multiple proof types stacked
CTA Strength	10%	Weak/missing CTA	Generic CTA	Specific, benefit-driven, low friction
Objection Handling	10%	Ignores doubts	Addresses 1-2	Systematically neutralizes top 3+
Voice Consistency	10%	Tone shifts randomly	Mostly consistent	Natural, human, on-brand throughout
Readability	5%	Dense paragraphs	OK formatting	Short paragraphs, bullets, visual hierarchy

Score interpretation:

90-100: Ship it. Strong conversion likely.
70-89: Good. Test it, iterate on weak dimensions.
50-69: Mediocre. Rewrite weakest 2-3 dimensions.
Below 50: Start over with a fresh brief.

Phase 10: A/B Testing Protocol

Never trust your instincts. Test everything.

What to Test (Priority Order)

Headlines — highest leverage, test first always
CTA text and color — second highest impact
Social proof placement — where and what type
Price framing — anchoring, struck-through, monthly vs annual
Page length — short vs long (depends on awareness level)
Images — product screenshot vs lifestyle vs video thumbnail

Testing Rules

One variable at a time — never test headline AND CTA simultaneously
Minimum sample: 100 conversions per variant before calling a winner
Statistical significance: 95% confidence minimum
Run for full weeks — don't stop mid-week (day-of-week effects)
Document everything:

yaml

ab_test:
  test_id: "[descriptive name]"
  hypothesis: "[Changing X will improve Y because Z]"
  variable: "[headline / CTA / image / etc.]"
  control: "[current version]"
  variant: "[new version]"
  metric: "[conversion rate / CTR / revenue per visitor]"
  start_date: "[YYYY-MM-DD]"
  end_date: "[YYYY-MM-DD]"
  sample_size: "[per variant]"
  result:
    control_rate: "[X%]"
    variant_rate: "[Y%]"
    confidence: "[Z%]"
    winner: "[control / variant]"
    lift: "[+/-X%]"
  learning: "[What this teaches us about our audience]"

Phase 11: Platform-Specific Rules

Web Copy

Above-fold load time < 3s — heavy copy on slow pages never converts
F-pattern reading: front-load important info on the left
Mobile-first: 60%+ traffic is mobile — test on phone before desktop
Max 3-4 lines per paragraph on desktop, 2-3 on mobile

Email Copy

Subject line < 50 chars (mobile truncation)
Preview text is your second headline — write it intentionally
One CTA per email (multiple links to same destination is fine)
Plain text outperforms heavy HTML for B2B
P.S. line gets read more than any paragraph — use it

Social Copy

First line must hook — everything after is "See More"
Use line breaks aggressively (each line = new thought)
Emojis: 1-2 max in professional contexts, more in consumer
End with a question to boost comments (algorithm signal)

Ad Copy

Match ad copy to landing page headline (message match = higher Quality Score)
Negative keywords save budget — review search terms weekly
Dynamic keyword insertion: {KeyWord:Default} in headlines
Retargeting ads: objection-handling copy, not awareness copy

Phase 12: Copy Editing Checklist

Run every piece through this before publishing:

Cut

Remove every "very," "really," "actually," "just," "that" (unless needed for rhythm)
Kill adverbs — if the verb needs an adverb, use a stronger verb
Delete any sentence that doesn't earn its place (does it inform, persuade, or move forward?)
Remove weasel words: "might," "could," "possibly," "somewhat"

Strengthen

Replace passive voice with active ("was improved by" → "improved")
Convert features to benefits ("AI-powered" → "saves you 3 hours daily")
Add numbers wherever possible ("fast results" → "results in 48 hours")
Replace "we" with "you" (reader-centric, not company-centric)

Format

No paragraph longer than 4 lines on desktop
Subheadings every 3-5 paragraphs (scannable)
Bullets for any list of 3+ items
Bold key phrases (not whole sentences)
One idea per paragraph

Proof

Read it aloud — if you stumble, rewrite
Hemingway App or equivalent: target grade 6-8
Check: would a stranger understand this in 5 seconds?
Show to someone outside your industry — do they get it?

Phase 13: Swipe File Management

Build your own library of proven copy.

yaml

swipe:
  source: "[URL or screenshot location]"
  brand: "[Company name]"
  type: "[landing page / email / ad / sales page]"
  what_works: "[Specific technique: headline formula, proof stacking, etc.]"
  steal_this: "[Exact pattern you can adapt]"
  date_saved: "[YYYY-MM-DD]"
  tags: ["headline", "social-proof", "urgency", "B2B"]

Swipe file rules:

Save 2-3 pieces per week minimum
Tag by technique, not by industry
Review monthly — spot patterns in what attracts you
Adapt structures, never copy verbatim

Phase 14: Advanced Techniques

The "So What?" Test

After every claim, ask "So what?" If you can't answer with a specific benefit to the reader, delete the claim.

text

"Our platform uses machine learning." → So what?
"It predicts which leads will close so you stop wasting time on dead-ends." ✓

The "One Reader" Rule

Write to ONE specific person. Not "businesses." Not "marketers." One human with a name, a frustration, and a deadline. If you can't picture them reading your copy, it's too generic.

The Contrast Principle

Always anchor your price/effort against something bigger:

text

"A single bad hire costs $50K. This costs $499/year."
"You'll spend 400 hours doing this manually. Or 4 hours with [Product]."

Future Pacing

Describe their life AFTER using your product. Be specific. Engage senses.

text

"Imagine opening your laptop Monday morning to a dashboard showing every deal
moving forward automatically. No missed follow-ups. No spreadsheet chaos."

The Bucket Brigade

Transition words that keep readers scrolling:

text

"Here's the thing:"
"But it gets better."
"Now here's where it gets interesting."
"Think about it:"
"The bottom line?"
"And the best part?"

Power Words (Use in Headlines and Bullets)

Category	Words
Urgency	Now, Today, Instant, Fast, Deadline, Limited, Final
Exclusivity	Secret, Insider, Private, Members-only, Invitation
Proof	Proven, Tested, Guaranteed, Verified, Data-backed
Ease	Simple, Easy, Effortless, Quick, Painless, Done-for-you
Value	Free, Bonus, Premium, Unlock, Access, Exclusive
Emotion	Crushing, Devastating, Skyrocket, Transform, Breakthrough

Phase 15: Natural Language Commands

text

"Write a landing page for [product]"     → Brief + AIDA landing page
"Write cold email for [audience]"        → Research + PAS cold email
"Score this copy"                        → Run 0-100 rubric with feedback
"Write 25 headlines for [topic]"         → Headline variations across all 7 types
"Write email sequence for [product]"     → 5-email welcome sequence
"Write ad copy for [platform]"           → Platform-specific ad copy
"Write sales page for [offer]"           → Long-form PASTOR sales page
"Handle objections for [product]"        → Objection destruction framework
"Audit this copy: [paste]"              → Editing checklist + scoring + rewrite
"Write bullets for [feature list]"       → 6-type bullet variations
"Write CTA options for [page]"           → 10+ CTA variations with scoring
"Compare frameworks for [situation]"     → Framework selection with rationale

Edge Cases

Regulated Industries (Finance, Health, Legal)

No income claims without disclaimers
"Results may vary" mandatory with testimonials
Avoid superlatives ("best," "guaranteed results") — use "designed to" language
Have compliance review BEFORE publishing, not after

B2B vs B2C

B2B: Longer consideration. More proof needed. ROI language. Multiple stakeholders.
B2C: Shorter. More emotional. Aspirational. Single decision-maker.
B2B2C: Write for the buyer (B2B) AND their customer (B2C) simultaneously.

High-Ticket ($5K+)

Longer copy works better (more objections to handle)
Case studies mandatory — abstract claims won't close
Personal touch: video, hand-signed, "from [Founder Name]"
Risk reversal must be generous and specific

Low-Ticket (<$50)

Short copy often wins (less deliberation needed)
Social proof: volume numbers ("10K+ customers")
Impulse triggers: urgency, simplicity, instant access

International / Non-English

Research local idioms — direct translation kills conversion
Cultural sensitivity: humor, urgency, authority vary by culture
Currency, date format, measurement units — match the market
Test separately — what works in US rarely works in Japan unchanged

Conversion Copywriter

Install

Conversion Copywriter — The Complete Persuasion System

Phase 1: Copy Brief (Before You Write a Single Word)

Audience Awareness Levels (Eugene Schwartz)

Phase 2: Research (The 80/20 of Great Copy)

Voice-of-Customer (VoC) Mining

What to Extract

Competitor Copy Audit

Phase 3: Core Copywriting Frameworks

Framework 1: AIDA (Attention → Interest → Desire → Action)

Framework 2: PAS (Problem → Agitate → Solution)

Framework 3: BAB (Before → After → Bridge)

Framework 4: 4Ps (Promise → Picture → Proof → Push)

Framework 5: PASTOR (Problem → Amplify → Story → Transformation → Offer → Response)

Framework Selection Guide

Phase 4: Headline Mastery

The 7 Headline Types (With Templates)

Headline Quality Checklist (Score 0-10)

Phase 5: Persuasion Psychology (The Science Behind Conversion)

12 Cognitive Triggers

The Objection Destruction Framework

Phase 6: Copy Types — Complete Templates

Landing Page (Above the Fold)

Landing Page (Full Structure)

Email Sequence (Welcome — 5 emails)

Cold Outreach Email

Ad Copy (Facebook/Instagram)

Google Ads

Product Description (Ecommerce)

Sales Page (Long-Form — Complete Structure)

Phase 7: Bullet Point Mastery

The Bullet Formula

6 Bullet Types

Phase 8: CTA Optimization

CTA Formula

CTA Placement Rules

Friction Reducers (Place Near CTAs)

Phase 9: Copy Scoring Rubric (0-100)

Phase 10: A/B Testing Protocol

What to Test (Priority Order)

Testing Rules

Phase 11: Platform-Specific Rules

Web Copy

Email Copy

Social Copy

Ad Copy

Phase 12: Copy Editing Checklist

Cut

Strengthen

Format

Proof

Phase 13: Swipe File Management

Phase 14: Advanced Techniques

The "So What?" Test

The "One Reader" Rule

The Contrast Principle

Future Pacing

The Bucket Brigade

Power Words (Use in Headlines and Bullets)

Phase 15: Natural Language Commands

Edge Cases

Regulated Industries (Finance, Health, Legal)

B2B vs B2C

High-Ticket ($5K+)

Low-Ticket (<$50)

International / Non-English

Related skills