Copywriting v2

Write marketing copy that converts. Every page element has a job — make sure it does it.

Core Frameworks

PAS (Problem-Agitate-Solve)

1. Problem: Name the pain the reader feels
2. Agitate: Make the pain vivid and urgent
3. Solve: Present your product as the answer

AIDA (Attention-Interest-Desire-Action)

1. Attention: Bold headline or surprising stat
2. Interest: Expand with relevant details
3. Desire: Show benefits and social proof
4. Action: Clear, specific CTA

BAB (Before-After-Bridge)

1. Before: Current painful state
2. After: Dream outcome achieved
3. Bridge: Your product is how they get there

4Us (Useful-Urgent-Unique-Ultra-specific)

Score every headline 1-4 on each U. Aim for 12+.

Full frameworks and 50+ swipe patterns: references/frameworks.md

Page-by-Page Playbook

Homepage

• Hero: One clear value proposition (what + for whom + why different)
• Subheadline: Expand on the benefit or address the "how"
• Social proof bar: logos, numbers, or testimonial
• 3 feature blocks: benefit-first headlines, not feature labels
• Final CTA section: restate the value prop with urgency

Landing Page

• One goal per page (no navigation distractions)
• Headline matches the ad/link that brought them
• Benefits > features (what it does FOR them)
• Social proof close to CTA
• Single, repeated CTA button

Pricing Page

• Anchor with the most expensive plan first (or highlight recommended)
• Name plans by persona ("Starter", "Growth", "Scale") not size
• Feature comparison table with checkmarks
• FAQ section addressing objections
• Money-back guarantee near CTA

Feature Page

• Lead with the outcome, not the feature name
• Show don't tell: screenshots, demos, examples
• Compare old way vs new way
• Testimonial from someone who uses THIS feature
• CTA: try this specific feature

CTA Optimization

Rules:

• Use first person: "Start my free trial" > "Start your free trial"
• Be specific: "Get the report" > "Submit"
• Add value: "Create my account (free)" > "Sign up"
• Reduce risk: "Try free for 14 days — no credit card"
• One primary CTA per page section

Voice & Tone

Define for every brand:

• Voice (constant): Professional? Casual? Playful? Authoritative?
• Tone (varies by context): Landing page = confident, Error page = helpful, Email = friendly

Rules:

• Write at 6th-8th grade reading level
• Short sentences (15-20 words average)
• Active voice always
• "You" more than "we"
• Cut every word that doesn't earn its place

References

• references/frameworks.md — PAS, AIDA, BAB, PASTOR, StoryBrand + 50 swipe patterns
• references/swipe-file.md — Proven copy examples by page type