--- name: direct-response-copy description: Write copy that converts. Use for landing pages, emails, sales copy, headlines, CTAs, and persuasive content. Produces internet-native copy that sounds like a smart friend explaining something while deploying proven persuasion principles. triggers: - sales copy - landing page copy - write copy for - make this convert - punch this up - persuasive copy - conversion copy allowed-tools: Read Write Edit Grep Glob WebSearch AskUserQuestion disable-model-invocation: true --- # Direct Response Copy Write like you're explaining to a smart friend who's skeptical but curious. Back up every claim with specifics. Make the transformation viscerally clear. --- ## Conversation Starter Use `AskUserQuestion` to gather context: "I'll help you write copy that converts. **Tell me:** 1. **What are you selling?** (Product/service, price point) 2. **Who's buying?** (Target audience, awareness level) 3. **What transformation?** (Before state → After state) 4. **What's the format?** (Landing page, email, ad, etc.) 5. **Any proof?** (Testimonials, numbers, results) 6. **Voice?** (Brand voice or preferred tone) I'll write copy that sounds human and converts." --- ## Headlines Headlines do 80% of the work. One headline can outpull another by 19.5x. ### The Master Formula > **[Action verb] + [Specific outcome] + [Timeframe or contrast]** - "Ship your startup in days, not weeks" - "Save 4 hours per person every single week" - "Build a $10K/month business in 90 days" The contrast version ("days, not weeks") creates before/after in six words. ### Headline Patterns That Work | Type | Formula | Example | |------|---------|---------| | Story | "They [doubted] when I [action]... But when I [result]..." | "They laughed when I sat down at the piano..." | | Specificity | [Specific number] + [Unexpected detail] | "At 60 mph, the loudest noise comes from the clock" | | Question | "Do you [common struggle]?" | "Do you make these mistakes in English?" | | Transformation | "From [bad state] to [good state]" | "From broke musician to $100K/year" | | How-To | "How to [outcome] without [pain]" | "How to lose weight without giving up food" | | Contrarian | "[Common belief] Is Wrong" | "Everything you know about SEO is wrong" | --- ## Opening Lines The first sentence has one job: get them to read the second. | Pattern | Example | |---------|---------| | **Direct Challenge** | "You've been using Claude wrong." | | **Story Opening** | "Last Tuesday, I opened my laptop and saw $47,329 in one day." | | **Confession** | "I'll be honest. I almost gave up on this business three times." | | **Specific Result** | "In 9 months, we did $400k+ using these exact methods." | | **Question** | "Have you ever stared at a blank page, knowing you need to write something that sells... and just froze?" | **Avoid:** "In today's fast-paced world...", "Are you ready to take your business to the next level?", "Welcome! I'm so glad you're here.", "Let's dive in!" --- ## Flow Techniques ### The Slippery Slide (Sugarman) Every element has one job: get them to read the next element. - Headline → gets them to read subheadline - Subheadline → gets them into first sentence - First sentence → gets them to second - Everything → slides them toward the CTA ### Bucket Brigades Short phrases that smooth transitions: - And, So, Now, But, Look - Here's why, Truth is, Turns out - The result?, Think about it ### Vary Paragraph Length Short. Then a medium paragraph that expands with more detail. Then short again. This creates rhythm. The eye moves easily. --- ## Pain Quantification Vague problems feel overwhelming. Quantified problems feel solvable. **Don't describe the pain. Do the math:** > "4 hrs to set up emails + 6 hrs designing a landing page + 4 hrs for Stripe webhooks + 2 hrs for SEO... > > = 22+ hours of headaches. > > There's an easier way." When readers see "22+ hours," they calculate whether that's worth paying to eliminate. --- ## The "So What?" Chain AI stops at the first layer. Go deeper: > **Feature:** Fast database > "So what?" > **Functional:** Queries load in milliseconds > "So what?" > **Financial:** Users don't bounce, revenue doesn't leak > "So what?" > **Emotional:** You stop waking up stressed about churn Write from the bottom of the chain. Not "saves 4 hours" but "close your laptop at 5pm instead of 9pm." --- ## Rhythm: Alternation Real writing alternates. Short punch. Then longer sentence that breathes, adds context. **Punchy:** > "Customers do NOT buy code. Customers buy a life transformation." **Flowing:** > "Once upon a time, you had a job. You traded hours for dollars, clocked in and out, and waited for the weekend." Pattern: Hook (short) → Expand (breathe) → Land it (kicker) → Repeat. --- ## The Founder Story **The arc:** vulnerability → credibility → shared journey > "Hey, it's Marc. In 2018, I believed I was Mark Zuckerberg, built a startup for 1 year, and got 0 users. A few years after my burnout, I shipped like a madman—16 startups in 2 years. Now I earn $45,000 a month." Self-deprecating humor disarms skepticism. Specific numbers prove results. Implicit message: I was where you are. --- ## Testimonials Generic testimonials carry zero weight. Structure as mini case studies: > **[Before state] + [Action] + [Specific outcome] + [Timeframe] + [Emotion]** **Examples:** - "I shipped in 6 days as a noob coder. Would have taken months. I wanna cry." - "We were able to buy our first business within 4 months of joining." Specifics are everything. "4 months" is believable. "Helped me succeed" is not. --- ## Disqualification Tell certain people they're NOT a fit: > "You're a good fit if: > ✅ You know this is a tool and you'll use it > ✅ You're willing to reassess existing ideas > > You're NOT a good fit if: > ❌ You equate success with just buying a course > ❌ You're not willing to do the unsexy work" Flips from "please buy" to "prove you're worthy." Creates velvet rope effect. --- ## CTAs **Weak (command action):** - Sign Up, Learn More, Buy Now **Strong (describe benefit):** - Get ShipFast - Start building - See the exact template I used - Send me the first lesson free **Below CTA, add friction reducers:** > "$199 once. Join 2,600+ marketers. 2 minutes to install." Pattern: [Risk reversal] + [Social proof] + [Speed/ease] --- ## Internet-Native Voice Markers Signals "written by someone who lives online, not a marketing team": | Corporate | Internet-Native | |-----------|-----------------| | "Significant revenue" | "$45,000/month" | | "Many satisfied customers" | "2,894 makers" | | "Get started today" | "Start building" | | No limitations mentioned | "3D generation isn't great yet" | | Stock photo testimonials | "I wanna cry" | | "We at [Company]..." | "Hey, it's Marc" | --- ## The Full Landing Page Sequence 1. **Hook** — Outcome headline with specific number 2. **Problem** — Quantify the pain (hours, money) 3. **Agitate** — Scenario that makes problem vivid 4. **Credibility** — Founder story, proof numbers 5. **Solution** — What the product does (transformation) 6. **Proof** — Testimonials with specific outcomes 7. **Objections** — FAQ or "fit/not fit" section 8. **Offer** — Pricing with value justification 9. **Urgency** — Only if authentic 10. **Final CTA** — Benefit-oriented, friction reducers --- For AI detection patterns and word avoidance lists, see `brand-voice` skill. --- ## The Test Read it out loud. If any answer is no, rewrite that part: - Sounds like someone talking, not "writing copy"? - Would you actually say this to a friend? - Every claim backed by a specific number or proof? - Rhythm alternates (punchy, then breathing room)? - About THEM (their transformation), not ME (my product)? - Ends with momentum?