{"skill":{"slug":"afrexai-conversion-copywriter","displayName":"Conversion Copywriter","summary":"Write persuasive, high-converting copy for headlines, landing pages, emails, ads, and sales pages using proven psychology and structured frameworks.","description":"# Conversion Copywriter — The Complete Persuasion System\n\nWrite copy that converts. Every headline, landing page, email, ad, and sales page — engineered for action using proven frameworks, psychology, and systematic testing.\n\n---\n\n## Phase 1: Copy Brief (Before You Write a Single Word)\n\nEvery copy project starts with a brief. Skip this and you're guessing.\n\n```yaml\ncopy_brief:\n  project: \"[Landing page / Email sequence / Ad campaign / Sales page]\"\n  objective: \"[Signups / Purchases / Demos / Downloads]\"\n  target_audience:\n    who: \"[Job title, demographic, situation]\"\n    awareness_level: \"[Unaware / Problem-Aware / Solution-Aware / Product-Aware / Most-Aware]\"\n    primary_pain: \"[Their #1 frustration in their own words]\"\n    desired_outcome: \"[What they actually want — the transformation]\"\n    current_alternative: \"[What they do now instead of your solution]\"\n    objections:\n      - \"[Top objection 1]\"\n      - \"[Top objection 2]\"\n      - \"[Top objection 3]\"\n  offer:\n    product: \"[What you're selling]\"\n    unique_mechanism: \"[HOW it works differently — the thing that makes you believe]\"\n    primary_benefit: \"[Single biggest outcome]\"\n    proof_points:\n      - \"[Stat, testimonial, case study, demo]\"\n    guarantee: \"[Risk reversal — money-back, free trial, etc.]\"\n    cta: \"[Exact action you want them to take]\"\n  voice:\n    brand_personality: \"[Authoritative / Friendly / Provocative / Empathetic]\"\n    tone_for_this_piece: \"[Urgent / Educational / Conversational / Bold]\"\n    reading_level: \"[Grade 5-8 for mass market, 8-12 for B2B]\"\n  constraints:\n    word_count: \"[Target length]\"\n    platform: \"[Web / Email / Social / Print]\"\n    compliance: \"[Any legal/regulatory requirements]\"\n```\n\n### Audience Awareness Levels (Eugene Schwartz)\n\nThis determines EVERYTHING about your copy structure:\n\n| Level | They Know | Your Copy Must | Open With |\n|-------|-----------|----------------|-----------|\n| **Unaware** | Nothing about the problem | Educate → Agitate → Solve | A story or pattern interrupt |\n| **Problem-Aware** | They have a problem | Agitate → Present solution | Their pain in their words |\n| **Solution-Aware** | Solutions exist | Differentiate your approach | Your unique mechanism |\n| **Product-Aware** | Your product exists | Overcome objections + prove | Proof and social proof |\n| **Most-Aware** | They're almost ready | Make the offer irresistible | The deal — price, bonus, urgency |\n\n**Rule:** Never sell to Unaware audiences the way you'd sell to Most-Aware. Match the message to the mind.\n\n---\n\n## Phase 2: Research (The 80/20 of Great Copy)\n\nGreat copy is assembled, not written. 80% research, 20% writing.\n\n### Voice-of-Customer (VoC) Mining\n\nSearch these sources for the exact language your audience uses:\n\n1. **Amazon reviews** (of competing books/products) — 3-star reviews = balanced, honest language\n2. **Reddit/forums** — search `[problem] site:reddit.com` for raw frustration\n3. **G2/Capterra/Trustpilot** — competitor reviews, especially 2-3 star\n4. **Support tickets / sales call transcripts** — goldmine for objection language\n5. **Social comments** — competitor posts, industry influencers\n6. **Survey responses** — if you have them\n\n### What to Extract\n\nFor each source, capture:\n\n```yaml\nvoc_nugget:\n  source: \"[Where you found it]\"\n  quote: \"[Exact words they used]\"\n  category: \"[pain / desire / objection / language]\"\n  power_level: \"[1-5 — how emotionally charged]\"\n  usable_as: \"[headline / bullet / testimonial / objection handler]\"\n```\n\n**Goal:** Collect 30-50 nuggets before writing. The best headlines are stolen from customer mouths.\n\n### Competitor Copy Audit\n\nFor each competitor:\n- Screenshot their landing page / key emails\n- Note: headline, subhead, CTA, proof elements, guarantee, pricing frame\n- Rate: clarity (1-5), desire (1-5), urgency (1-5), differentiation (1-5)\n- Identify gaps: what are they NOT saying that you could?\n\n---\n\n## Phase 3: Core Copywriting Frameworks\n\n### Framework 1: AIDA (Attention → Interest → Desire → Action)\n\nThe classic. Works for landing pages, emails, ads, sales pages.\n\n```\nATTENTION:  Stop the scroll. Bold claim, provocative question, or pattern interrupt.\nINTEREST:   Elaborate on the problem. Make them nod: \"that's exactly me.\"\nDESIRE:     Show the transformation. Paint the after-state with specificity.\nACTION:     Clear, single CTA. Remove all friction.\n```\n\n**Template:**\n```\n[HEADLINE — the promise or the pain, 6-12 words]\n\n[SUBHEAD — elaborate on headline, add specificity or curiosity]\n\nYou know the feeling. [Describe their current painful situation in 2-3 sentences.\nUse their language. Make it vivid.]\n\n[2-3 sentences expanding the problem — what it costs them (time, money,\nreputation, stress)]\n\nHere's the thing: [Introduce your unique mechanism — HOW your solution\nworks differently]\n\n[3-5 bullet points of specific benefits, each starting with a verb]\n\n[Social proof block — testimonial, stat, or case study]\n\n[CTA button: Verb + Benefit, e.g., \"Start Saving 10 Hours/Week\"]\n\n[Risk reversal: guarantee, free trial, no-commitment language]\n```\n\n### Framework 2: PAS (Problem → Agitate → Solution)\n\nBest for pain-driven products. Short-form emails, ads, social posts.\n\n```\nPROBLEM:    State it plainly. One sentence.\nAGITATE:    Twist the knife. What happens if they DON'T solve it? Emotional cost.\nSOLUTION:   Your product as the relief. Specific. Credible.\n```\n\n**Template:**\n```\n[PROBLEM — 1 sentence, their exact words]\n\nAnd it's getting worse. [Agitate — 2-3 sentences on cascading consequences.\nFuture-pace the pain. \"If you don't fix this, in 6 months you'll be...\"]\n\n[SOLUTION — Introduce product. 1-2 sentences. HOW it solves it specifically.]\n\n[Proof — one compelling data point or testimonial]\n\n[CTA]\n```\n\n### Framework 3: BAB (Before → After → Bridge)\n\nBest for aspirational products, coaching, lifestyle. Social posts, emails.\n\n```\nBEFORE:  Their current frustrating reality (specific, vivid)\nAFTER:   Their desired future state (specific, vivid, emotional)\nBRIDGE:  Your product/service is the bridge between the two\n```\n\n### Framework 4: 4Ps (Promise → Picture → Proof → Push)\n\nBest for sales pages and long-form.\n\n```\nPROMISE:  Bold, specific claim (your headline)\nPICTURE:  Vivid description of life after using your product\nPROOF:    Evidence — testimonials, data, case studies, demos\nPUSH:     Urgency + CTA — why act now?\n```\n\n### Framework 5: PASTOR (Problem → Amplify → Story → Transformation → Offer → Response)\n\nBest for long-form sales pages, webinar scripts, video sales letters.\n\n```\nP — PROBLEM:        Identify the pain (in their words)\nA — AMPLIFY:        What happens if they ignore it? Emotional + financial cost\nS — STORY:          Tell a story (yours, a client's) of facing the same problem\nT — TRANSFORMATION: Show the before/after. Specific results.\nO — OFFER:          Present your solution. What they get. Stack the value.\nR — RESPONSE:       CTA. Tell them exactly what to do. Remove all risk.\n```\n\n### Framework Selection Guide\n\n| Situation | Best Framework | Why |\n|-----------|---------------|-----|\n| Landing page (SaaS) | AIDA or 4Ps | Structured, covers all bases |\n| Cold email | PAS | Short, punchy, pain-focused |\n| Social media post | BAB | Quick, aspirational |\n| Long sales page | PASTOR | Deep narrative, high-ticket |\n| Ad (Facebook/Google) | PAS or AIDA | Compressed, attention-first |\n| Welcome email | BAB | Sets the vision |\n| Re-engagement email | PAS | Reminds them of unresolved pain |\n\n---\n\n## Phase 4: Headline Mastery\n\nThe headline does 80% of the work. If the headline fails, nothing else matters.\n\n### The 7 Headline Types (With Templates)\n\n**1. Benefit-Driven**\n```\nGet [Desired Outcome] Without [Pain Point]\n[Number] [People Like Them] Already [Achieved Result]\nThe Fastest Way to [Outcome] — Even If [Objection]\n```\n\n**2. Curiosity-Gap**\n```\nWhy [Common Approach] Is Killing Your [Goal] (And What to Do Instead)\nThe [Adjective] [Thing] That [Surprising Result]\nWhat [Authority] Knows About [Topic] That You Don't\n```\n\n**3. How-To**\n```\nHow to [Achieve Goal] in [Timeframe] (Step-by-Step)\nHow [Specific Person] Went From [Before] to [After] in [Time]\nHow to [Goal] Without [Sacrifice]\n```\n\n**4. Listicle**\n```\n[Number] Ways to [Benefit] (That Actually Work)\n[Number] Mistakes That Are Costing You [Loss]\n[Number] [Things] Every [Audience] Should Know\n```\n\n**5. Question**\n```\nAre You Making These [Number] [Topic] Mistakes?\nWhat If You Could [Dream Outcome] in Just [Timeframe]?\nIs [Common Practice] Actually Hurting Your [Goal]?\n```\n\n**6. Command**\n```\nStop [Bad Behavior] and Start [Good Behavior]\nForget Everything You Know About [Topic]\nStop Losing [Value] — [Solution] in [Time]\n```\n\n**7. Proof-Led**\n```\nHow We Generated [Specific Number] in [Time] With [Method]\n[Real Name] Went From [Before] to [After] — Here's How\n[Number]% of [Audience] Saw [Result] Within [Time]\n```\n\n### Headline Quality Checklist (Score 0-10)\n\n| Criteria | 0-1 | 5 | 9-10 |\n|----------|-----|---|------|\n| **Specificity** | Vague promise | Some detail | Exact numbers/outcomes |\n| **Relevance** | Generic | Somewhat targeted | Speaks to their exact situation |\n| **Curiosity** | No reason to read on | Mild interest | Can't NOT click |\n| **Clarity** | Confusing | Understandable | Instantly clear what you get |\n| **Emotional Pull** | Flat | Some feeling | Hits a nerve (pain or desire) |\n\n**Rule:** Write 25+ headlines. Pick the top 3. Test them. The first headline you write is almost never the best.\n\n---\n\n## Phase 5: Persuasion Psychology (The Science Behind Conversion)\n\n### 12 Cognitive Triggers\n\nUse these ethically. Manipulation destroys trust. Persuasion serves both parties.\n\n| Trigger | How It Works | Copy Example |\n|---------|-------------|--------------|\n| **Social Proof** | We follow the crowd | \"Join 14,000+ teams using...\" |\n| **Scarcity** | Limited = valuable | \"Only 12 spots left this quarter\" |\n| **Urgency** | Time pressure | \"Price increases Friday at midnight\" |\n| **Authority** | Experts = credible | \"Recommended by [known name/brand]\" |\n| **Reciprocity** | Give first, ask second | Free tool/guide before the ask |\n| **Commitment** | Small yes → big yes | \"Start with our free plan\" |\n| **Loss Aversion** | Losing > gaining | \"You're leaving $X/month on the table\" |\n| **Anchoring** | First number frames all | \"Normally $5,000 — yours for $497\" |\n| **Contrast** | Side-by-side comparison | \"Hiring costs $80K/yr. This costs $49/mo\" |\n| **Curiosity Gap** | Open loop = must close | \"The strategy most agencies won't tell you\" |\n| **Identity** | We buy who we want to be | \"Built for founders who ship\" |\n| **Specificity** | Specific = believable | \"37% increase\" beats \"significant increase\" |\n\n### The Objection Destruction Framework\n\nFor every copy piece, address the top 3-5 objections. Use this structure:\n\n```\nOBJECTION:    \"[What they're thinking]\"\nACKNOWLEDGE:  \"You might be wondering...\" or \"Fair question.\"\nREFRAME:      \"[Why this objection doesn't apply / is actually a benefit]\"\nPROVE:        \"[Testimonial, stat, or guarantee that neutralizes it]\"\n```\n\n**Common objection patterns:**\n\n| Objection Type | Example | Best Response |\n|---------------|---------|---------------|\n| Price | \"Too expensive\" | Anchor against alternative cost (hiring, time, lost revenue) |\n| Time | \"I'm too busy\" | Show time savings with specific numbers |\n| Trust | \"How do I know it works?\" | Case study + guarantee + specific results |\n| Relevance | \"Not for my situation\" | Use their industry/role in examples |\n| Complexity | \"Seems complicated\" | \"3 steps\" / \"works in 10 minutes\" |\n| Risk | \"What if it doesn't work?\" | Guarantee: \"30-day money-back, no questions\" |\n\n---\n\n## Phase 6: Copy Types — Complete Templates\n\n### Landing Page (Above the Fold)\n\n```\n[NAVIGATION — minimal. Logo + 1 CTA button in nav]\n\n[HEADLINE — 6-12 words. Primary benefit or pain resolution]\n\n[SUBHEADLINE — 15-25 words. Elaborate on headline.\n Add specificity, curiosity, or credibility]\n\n[HERO IMAGE/VIDEO — show the product in use or the outcome]\n\n[PRIMARY CTA BUTTON — Verb + Benefit. High contrast color]\n[Friction reducer underneath: \"Free trial\" / \"No credit card\" / \"2-minute setup\"]\n\n[SOCIAL PROOF BAR — logos, \"Trusted by X companies\", star ratings]\n```\n\n### Landing Page (Full Structure)\n\n```\n1. Hero (above fold) — headline, subhead, CTA, social proof bar\n2. Problem Section — \"You're dealing with...\" (3 pain points)\n3. Solution Section — \"Here's how [Product] fixes this\" (3 benefits with icons)\n4. How It Works — 3 numbered steps (simple, visual)\n5. Social Proof — 2-3 testimonials with photo, name, result\n6. Features → Benefits — don't list features, translate to outcomes\n7. Objection Handling — FAQ or \"But what if...\" section\n8. Case Study — one detailed before/after story\n9. Pricing — anchored, with most popular plan highlighted\n10. Final CTA — repeat the primary CTA with urgency\n11. Risk Reversal — guarantee badge/text\n```\n\n### Email Sequence (Welcome — 5 emails)\n\n```yaml\nemail_1_welcome:\n  timing: \"Immediately after signup\"\n  subject: \"Welcome to [Product] — here's your first win\"\n  goal: \"Deliver quick value, set expectations\"\n  structure:\n    - \"Welcome + what they just got access to\"\n    - \"ONE thing to do right now (their first quick win)\"\n    - \"What to expect (email frequency, what's coming)\"\n    - \"P.S. — Reply to this email with your biggest challenge with [topic]\"\n\nemail_2_value:\n  timing: \"Day 2\"\n  subject: \"[Specific useful tip or resource]\"\n  goal: \"Prove expertise, build trust\"\n  structure:\n    - \"Teach one actionable thing (not product-related)\"\n    - \"Show you understand their world\"\n    - \"Soft CTA: 'Check out [feature] for more of this'\"\n\nemail_3_story:\n  timing: \"Day 4\"\n  subject: \"How [Name] went from [Before] to [After]\"\n  goal: \"Social proof through narrative\"\n  structure:\n    - \"Tell a customer success story (BAB framework)\"\n    - \"Specific numbers and timeline\"\n    - \"CTA: 'Want results like this? Here's how to get started'\"\n\nemail_4_objection:\n  timing: \"Day 6\"\n  subject: \"The #1 question we get about [Product]\"\n  goal: \"Handle the biggest objection\"\n  structure:\n    - \"Acknowledge the concern honestly\"\n    - \"Reframe with data or logic\"\n    - \"Prove with testimonial or guarantee\"\n    - \"CTA: 'See for yourself — [start trial / book demo]'\"\n\nemail_5_urgency:\n  timing: \"Day 8\"\n  subject: \"Last chance: [Specific offer with deadline]\"\n  goal: \"Convert fence-sitters\"\n  structure:\n    - \"Remind of the transformation (BAB)\"\n    - \"Stack the value: everything they get\"\n    - \"Add urgency: deadline, limited spots, price increase\"\n    - \"Risk reversal: guarantee\"\n    - \"Clear CTA\"\n```\n\n### Cold Outreach Email\n\n```\nSUBJECT: [Specific result] for [their company/role]\n(Never generic. Never \"Quick question.\" Never salesy.)\n\n[First line — specific observation about THEM. Not about you.]\n\n[One sentence: the problem you solve, stated as an outcome.]\n\n[One proof point: \"[Similar company] saw [specific result] in [timeframe].\"]\n\n[CTA — low commitment: \"Worth a 15-min call to see if this fits?\"]\n\n[Sign-off — name, title. No \"Sent from my iPhone.\" No multi-paragraph signature.]\n```\n\n**Cold email rules:**\n- Under 100 words total\n- No attachments\n- No \"I hope this finds you well\"\n- No \"I'd love to pick your brain\"\n- One CTA only\n- Personalization in first line is mandatory\n\n### Ad Copy (Facebook/Instagram)\n\n```\nPRIMARY TEXT (125 chars visible before \"See More\"):\n[Hook — pattern interrupt or bold claim. Stop the scroll.]\n\n[EXPANDED TEXT]:\n[Problem — 1 sentence, their language]\n[Agitate — what it costs them]\n[Solution — what you offer, one sentence]\n[Proof — one stat or testimonial, one line]\n[CTA — \"Click below to [specific outcome]\"]\n\nHEADLINE (40 chars): [Benefit, not feature]\nDESCRIPTION (30 chars): [Supporting detail or urgency]\nCTA BUTTON: [Learn More / Sign Up / Get Offer — match funnel stage]\n```\n\n### Google Ads\n\n```\nHEADLINE 1 (30 chars): [Primary keyword + benefit]\nHEADLINE 2 (30 chars): [Differentiator or proof]\nHEADLINE 3 (30 chars): [CTA or urgency]\nDESCRIPTION 1 (90 chars): [Expand on benefit. Include keyword naturally. CTA.]\nDESCRIPTION 2 (90 chars): [Proof point or second benefit. Risk reversal.]\n```\n\n### Product Description (Ecommerce)\n\n```\n[HEADLINE: Outcome-focused, not feature-focused]\n\n[Opening paragraph: Who this is for + the #1 benefit they'll experience]\n\nWHAT MAKES IT DIFFERENT:\n• [Benefit 1 — tied to a specific feature]\n• [Benefit 2 — tied to a specific feature]\n• [Benefit 3 — tied to a specific feature]\n\n[Technical specs / dimensions / materials — for the detail-seekers]\n\n[Social proof: star rating, review quote, \"X,000 sold\"]\n\n[CTA: \"Add to Cart\" / \"Buy Now\" with urgency element]\n```\n\n### Sales Page (Long-Form — Complete Structure)\n\n```\n1. PRE-HEAD: \"[Attention] For [specific audience] who want [outcome]\"\n2. HEADLINE: The big promise\n3. SUBHEAD: Specificity + credibility layer\n4. OPENING: Story or problem statement (PAS or PASTOR)\n5. PROBLEM EXPANSION: 3-5 specific symptoms they recognize\n6. FAILED ALTERNATIVES: What they've tried (and why it didn't work)\n7. UNIQUE MECHANISM: Your \"aha\" — the thing that makes THIS solution different\n8. BENEFIT STACK: 7-10 bullets, each Benefit → because Feature → so that Outcome\n9. SOCIAL PROOF: 3-5 testimonials (diverse: different roles, industries, results)\n10. OFFER STACK: Everything they get, with perceived value next to each\n11. PRICE REVEAL: Anchored against alternatives. \"Not $X. Not $Y. Just $Z.\"\n12. BONUSES: 2-3 extras that increase perceived value\n13. GUARANTEE: Bold, specific, generous. \"Full refund within 60 days. Keep the bonuses.\"\n14. URGENCY: Real deadline or real scarcity (never fake)\n15. FINAL CTA: Repeat offer summary + button\n16. P.S.: Restate the key benefit + the guarantee (many readers skip to P.S.)\n```\n\n---\n\n## Phase 7: Bullet Point Mastery\n\nBullets do heavy lifting. Most copy lives or dies on bullet quality.\n\n### The Bullet Formula\n\n```\n[POWER WORD] + [SPECIFIC BENEFIT] + [CURIOSITY/PROOF]\n```\n\n### 6 Bullet Types\n\n**1. Benefit Bullet:**\n```\n✓ Save 10+ hours every week on reporting (so you can focus on strategy)\n```\n\n**2. Curiosity Bullet:**\n```\n✓ The counterintuitive pricing trick that increased our revenue 42% overnight\n```\n\n**3. Proof Bullet:**\n```\n✓ Used by 3,200+ agencies in 40 countries (including 4 Fortune 500 firms)\n```\n\n**4. Fear Bullet:**\n```\n✓ The hidden compliance gap that's exposing 73% of SaaS companies to lawsuits\n```\n\n**5. How-To Bullet:**\n```\n✓ How to write proposals that close in 48 hours (not 3 weeks)\n```\n\n**6. Specificity Bullet:**\n```\n✓ 14 pre-built email templates tested across 200K+ sends (avg. 34% open rate)\n```\n\n**Rule:** Mix bullet types. Never use more than 3 of the same type in a row.\n\n---\n\n## Phase 8: CTA Optimization\n\n### CTA Formula\n\n```\n[ACTION VERB] + [SPECIFIC BENEFIT] + [TIME/EASE QUALIFIER]\n```\n\n**Examples:**\n```\n✓ \"Start Saving 10 Hours/Week — Free for 14 Days\"\n✓ \"Get Your Custom Growth Plan in 2 Minutes\"\n✓ \"Download the 47-Point Checklist (Free)\"\n✗ \"Submit\" / \"Click Here\" / \"Learn More\" (weak, vague)\n```\n\n### CTA Placement Rules\n\n| Location | Type | Purpose |\n|----------|------|---------|\n| Above fold | Primary button | Catch ready buyers |\n| After problem section | Text link | Catch pain-motivated |\n| After social proof | Primary button | Catch proof-seekers |\n| After pricing | Primary button | Catch decision-makers |\n| Bottom of page | Primary button + guarantee | Catch completionists |\n| Sticky bar/footer | Persistent CTA | Catch scrollers |\n\n### Friction Reducers (Place Near CTAs)\n\n```\n\"No credit card required\"\n\"Cancel anytime — no questions asked\"\n\"Takes less than 2 minutes\"\n\"Join 14,000+ [audience] who already [outcome]\"\n\"100% money-back guarantee\"\n```\n\n---\n\n## Phase 9: Copy Scoring Rubric (0-100)\n\nScore every piece before publishing:\n\n| Dimension | Weight | 0-2 | 5 | 8-10 |\n|-----------|--------|-----|---|------|\n| **Clarity** | 20% | Confusing, jargon-heavy | Mostly clear | Crystal clear, grade-school readable |\n| **Specificity** | 15% | Vague claims, no numbers | Some specifics | Exact numbers, names, timeframes |\n| **Emotional Resonance** | 15% | Flat, corporate | Some feeling | Hits pain or desire viscerally |\n| **Proof** | 15% | No evidence | One proof point | Multiple proof types stacked |\n| **CTA Strength** | 10% | Weak/missing CTA | Generic CTA | Specific, benefit-driven, low friction |\n| **Objection Handling** | 10% | Ignores doubts | Addresses 1-2 | Systematically neutralizes top 3+ |\n| **Voice Consistency** | 10% | Tone shifts randomly | Mostly consistent | Natural, human, on-brand throughout |\n| **Readability** | 5% | Dense paragraphs | OK formatting | Short paragraphs, bullets, visual hierarchy |\n\n**Score interpretation:**\n- **90-100:** Ship it. Strong conversion likely.\n- **70-89:** Good. Test it, iterate on weak dimensions.\n- **50-69:** Mediocre. Rewrite weakest 2-3 dimensions.\n- **Below 50:** Start over with a fresh brief.\n\n---\n\n## Phase 10: A/B Testing Protocol\n\nNever trust your instincts. Test everything.\n\n### What to Test (Priority Order)\n\n1. **Headlines** — highest leverage, test first always\n2. **CTA text and color** — second highest impact\n3. **Social proof placement** — where and what type\n4. **Price framing** — anchoring, struck-through, monthly vs annual\n5. **Page length** — short vs long (depends on awareness level)\n6. **Images** — product screenshot vs lifestyle vs video thumbnail\n\n### Testing Rules\n\n- **One variable at a time** — never test headline AND CTA simultaneously\n- **Minimum sample:** 100 conversions per variant before calling a winner\n- **Statistical significance:** 95% confidence minimum\n- **Run for full weeks** — don't stop mid-week (day-of-week effects)\n- **Document everything:**\n\n```yaml\nab_test:\n  test_id: \"[descriptive name]\"\n  hypothesis: \"[Changing X will improve Y because Z]\"\n  variable: \"[headline / CTA / image / etc.]\"\n  control: \"[current version]\"\n  variant: \"[new version]\"\n  metric: \"[conversion rate / CTR / revenue per visitor]\"\n  start_date: \"[YYYY-MM-DD]\"\n  end_date: \"[YYYY-MM-DD]\"\n  sample_size: \"[per variant]\"\n  result:\n    control_rate: \"[X%]\"\n    variant_rate: \"[Y%]\"\n    confidence: \"[Z%]\"\n    winner: \"[control / variant]\"\n    lift: \"[+/-X%]\"\n  learning: \"[What this teaches us about our audience]\"\n```\n\n---\n\n## Phase 11: Platform-Specific Rules\n\n### Web Copy\n- Above-fold load time < 3s — heavy copy on slow pages never converts\n- F-pattern reading: front-load important info on the left\n- Mobile-first: 60%+ traffic is mobile — test on phone before desktop\n- Max 3-4 lines per paragraph on desktop, 2-3 on mobile\n\n### Email Copy\n- Subject line < 50 chars (mobile truncation)\n- Preview text is your second headline — write it intentionally\n- One CTA per email (multiple links to same destination is fine)\n- Plain text outperforms heavy HTML for B2B\n- P.S. line gets read more than any paragraph — use it\n\n### Social Copy\n- First line must hook — everything after is \"See More\"\n- Use line breaks aggressively (each line = new thought)\n- Emojis: 1-2 max in professional contexts, more in consumer\n- End with a question to boost comments (algorithm signal)\n\n### Ad Copy\n- Match ad copy to landing page headline (message match = higher Quality Score)\n- Negative keywords save budget — review search terms weekly\n- Dynamic keyword insertion: `{KeyWord:Default}` in headlines\n- Retargeting ads: objection-handling copy, not awareness copy\n\n---\n\n## Phase 12: Copy Editing Checklist\n\nRun every piece through this before publishing:\n\n### Cut\n- [ ] Remove every \"very,\" \"really,\" \"actually,\" \"just,\" \"that\" (unless needed for rhythm)\n- [ ] Kill adverbs — if the verb needs an adverb, use a stronger verb\n- [ ] Delete any sentence that doesn't earn its place (does it inform, persuade, or move forward?)\n- [ ] Remove weasel words: \"might,\" \"could,\" \"possibly,\" \"somewhat\"\n\n### Strengthen\n- [ ] Replace passive voice with active (\"was improved by\" → \"improved\")\n- [ ] Convert features to benefits (\"AI-powered\" → \"saves you 3 hours daily\")\n- [ ] Add numbers wherever possible (\"fast results\" → \"results in 48 hours\")\n- [ ] Replace \"we\" with \"you\" (reader-centric, not company-centric)\n\n### Format\n- [ ] No paragraph longer than 4 lines on desktop\n- [ ] Subheadings every 3-5 paragraphs (scannable)\n- [ ] Bullets for any list of 3+ items\n- [ ] Bold key phrases (not whole sentences)\n- [ ] One idea per paragraph\n\n### Proof\n- [ ] Read it aloud — if you stumble, rewrite\n- [ ] Hemingway App or equivalent: target grade 6-8\n- [ ] Check: would a stranger understand this in 5 seconds?\n- [ ] Show to someone outside your industry — do they get it?\n\n---\n\n## Phase 13: Swipe File Management\n\nBuild your own library of proven copy.\n\n```yaml\nswipe:\n  source: \"[URL or screenshot location]\"\n  brand: \"[Company name]\"\n  type: \"[landing page / email / ad / sales page]\"\n  what_works: \"[Specific technique: headline formula, proof stacking, etc.]\"\n  steal_this: \"[Exact pattern you can adapt]\"\n  date_saved: \"[YYYY-MM-DD]\"\n  tags: [\"headline\", \"social-proof\", \"urgency\", \"B2B\"]\n```\n\n**Swipe file rules:**\n- Save 2-3 pieces per week minimum\n- Tag by technique, not by industry\n- Review monthly — spot patterns in what attracts you\n- Adapt structures, never copy verbatim\n\n---\n\n## Phase 14: Advanced Techniques\n\n### The \"So What?\" Test\nAfter every claim, ask \"So what?\" If you can't answer with a specific benefit to the reader, delete the claim.\n\n```\n\"Our platform uses machine learning.\" → So what?\n\"It predicts which leads will close so you stop wasting time on dead-ends.\" ✓\n```\n\n### The \"One Reader\" Rule\nWrite 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.\n\n### The Contrast Principle\nAlways anchor your price/effort against something bigger:\n```\n\"A single bad hire costs $50K. This costs $499/year.\"\n\"You'll spend 400 hours doing this manually. Or 4 hours with [Product].\"\n```\n\n### Future Pacing\nDescribe their life AFTER using your product. Be specific. Engage senses.\n```\n\"Imagine opening your laptop Monday morning to a dashboard showing every deal\nmoving forward automatically. No missed follow-ups. No spreadsheet chaos.\"\n```\n\n### The Bucket Brigade\nTransition words that keep readers scrolling:\n```\n\"Here's the thing:\"\n\"But it gets better.\"\n\"Now here's where it gets interesting.\"\n\"Think about it:\"\n\"The bottom line?\"\n\"And the best part?\"\n```\n\n### Power Words (Use in Headlines and Bullets)\n\n| Category | Words |\n|----------|-------|\n| **Urgency** | Now, Today, Instant, Fast, Deadline, Limited, Final |\n| **Exclusivity** | Secret, Insider, Private, Members-only, Invitation |\n| **Proof** | Proven, Tested, Guaranteed, Verified, Data-backed |\n| **Ease** | Simple, Easy, Effortless, Quick, Painless, Done-for-you |\n| **Value** | Free, Bonus, Premium, Unlock, Access, Exclusive |\n| **Emotion** | Crushing, Devastating, Skyrocket, Transform, Breakthrough |\n\n---\n\n## Phase 15: Natural Language Commands\n\n```\n\"Write a landing page for [product]\"     → Brief + AIDA landing page\n\"Write cold email for [audience]\"        → Research + PAS cold email\n\"Score this copy\"                        → Run 0-100 rubric with feedback\n\"Write 25 headlines for [topic]\"         → Headline variations across all 7 types\n\"Write email sequence for [product]\"     → 5-email welcome sequence\n\"Write ad copy for [platform]\"           → Platform-specific ad copy\n\"Write sales page for [offer]\"           → Long-form PASTOR sales page\n\"Handle objections for [product]\"        → Objection destruction framework\n\"Audit this copy: [paste]\"              → Editing checklist + scoring + rewrite\n\"Write bullets for [feature list]\"       → 6-type bullet variations\n\"Write CTA options for [page]\"           → 10+ CTA variations with scoring\n\"Compare frameworks for [situation]\"     → Framework selection with rationale\n```\n\n---\n\n## Edge Cases\n\n### Regulated Industries (Finance, Health, Legal)\n- No income claims without disclaimers\n- \"Results may vary\" mandatory with testimonials\n- Avoid superlatives (\"best,\" \"guaranteed results\") — use \"designed to\" language\n- Have compliance review BEFORE publishing, not after\n\n### B2B vs B2C\n- **B2B:** Longer consideration. More proof needed. ROI language. Multiple stakeholders.\n- **B2C:** Shorter. More emotional. Aspirational. Single decision-maker.\n- **B2B2C:** Write for the buyer (B2B) AND their customer (B2C) simultaneously.\n\n### High-Ticket ($5K+)\n- Longer copy works better (more objections to handle)\n- Case studies mandatory — abstract claims won't close\n- Personal touch: video, hand-signed, \"from [Founder Name]\"\n- Risk reversal must be generous and specific\n\n### Low-Ticket (<$50)\n- Short copy often wins (less deliberation needed)\n- Social proof: volume numbers (\"10K+ customers\")\n- Impulse triggers: urgency, simplicity, instant access\n\n### International / Non-English\n- Research local idioms — direct translation kills conversion\n- Cultural sensitivity: humor, urgency, authority vary by culture\n- Currency, date format, measurement units — match the market\n- Test separately — what works in US rarely works in Japan unchanged\n","topics":["Email","Sales"],"tags":{"conversion":"1.0.0","copywriting":"1.0.0","landing-page":"1.0.0","latest":"1.0.0","marketing":"1.0.0","sales":"1.0.0"},"stats":{"comments":0,"downloads":205,"installsAllTime":8,"installsCurrent":0,"stars":0,"versions":1},"createdAt":1771435518922,"updatedAt":1778491574637},"latestVersion":{"version":"1.0.0","createdAt":1771435518922,"changelog":"Initial public release of Conversion Copywriter — The Complete Persuasion System.\n\n- Provides a complete, step-by-step process for creating high-converting copy, from project brief to research and frameworks.\n- Includes detailed templates for briefs, Voice-of-Customer mining, and competitor audits.\n- Outlines and explains five core copywriting frameworks (AIDA, PAS, BAB, 4Ps, PASTOR) with use cases and fill-in-the-blank templates.\n- Features a framework selection guide for different copy situations.\n- Supplies headline formulas and wiring guidance to ensure compelling messaging.\n- Emphasizes research, psychology, and message-audience match for maximum persuasion.","license":null},"metadata":null,"owner":{"handle":"1kalin","userId":"s17e1q0nx23qnh4n429zzqc05x83hvsw","displayName":"1kalin","image":"https://avatars.githubusercontent.com/u/15705344?v=4"},"moderation":null}