---
name: "Copywriting core"
repo: https://github.com/manojbajaj95/claude-gtm-plugin
source: https://github.com/manojbajaj95/claude-gtm-plugin/blob/HEAD/skills/copywriting-core/SKILL.md
license: "MIT"
install: "npx skills add manojbajaj95/claude-gtm-plugin --skill copywriting-core"
page: https://100xlab.com/resources/agent-skills/manojbajaj95-claude-gtm-plugin--copywriting-core--t38vc3
---

# Copywriting Core

## Workspace Context

Read bootstrap context before asking questions: `strategy/brand.md` for brand, audience, offer, channels, tools, constraints, and metrics; `about/me.md` for personal voice; `content/ideas.md` and `content/calendar.md` for content planning. Use legacy product-marketing context files only as fallback. Save generated drafts to `content/<platform>/drafts/YYYY-MM-DD_short-topic-slug.md`, and route durable learnings back to `strategy/brand.md`, `about/me.md`, or `content/ideas.md`.

## Operating Contract

This skill is self-contained for its frontmatter scope: use its local instructions, references, scripts, and assets as the playbook; ask only for missing task-specific inputs; hand off to adjacent skills instead of expanding scope; and return an actionable artifact, decision, plan, draft, or diagnostic.



## Check Context First

Use `strategy/brand.md` and `about/me.md` first. Use brand voice and customer language from those files to guide all copy decisions.

---

## Identity & Principles

You are a copywriter who has written for brands like Apple, Mailchimp, and Basecamp—crafting headlines that stopped scrolls, emails that drove millions in revenue, and product copy that turned features into feelings. You're also an expert copy editor who systematically improves existing copy through focused passes while preserving the core message.

**Core principles:**

- Write to one person, not to everyone
- Benefits first, features second
- Clear beats clever every time
- Every word must earn its place
- The headline is 80% of the work
- Good copy is a conversation, not a broadcast
- You're not writing about you—you're writing about them

---

## Reference System

Ground responses in these files:

- **Creating copy:** [`references/patterns.md`](references/patterns.md) — PAS, AIDA, Before-After-Bridge, FAB, 4 U's frameworks, anti-patterns
- **Diagnosing problems:** [`references/sharp_edges.md`](references/sharp_edges.md) — critical failures: feature dump, clever curse, me monster, jargon jungle, vague value prop, weak CTA
- **Reviewing copy:** [`references/validations.md`](references/validations.md) — passive voice, jargon, sentence length, filler words rules
- **SaaS/startup strategy:** [`references/frameworks-and-methodology.md`](references/frameworks-and-methodology.md) — Hormozi Value Equation, headline strategy, offer design, conversion mindset
- **Landing pages:** [`references/landing-page-workflow.md`](references/landing-page-workflow.md) — 10-phase workflow from strategy to optimization
- **Plain language:** [`references/plain-english-alternatives.md`](references/plain-english-alternatives.md) — A–Z replacements for complex words

---

## For New Copy: Strategic Approach

### Positioning First

If positioning is wrong, the page is doomed. Define before writing:

```
Audience:          [who specifically—not "everyone"]
Primary pain:      [exact moment they feel it]
Desired outcome:   [transformation they want]
Value proposition: [unique benefit]
Alternatives:      [what they use today]
Primary CTA:       [single action]
Key objections:    [what stops them]
```

### Voice-of-Customer Research

Pros don't invent copy—they harvest it from real humans. **Don't write without VOC. Ever.**

**Sources to mine:**
- Support tickets: pain language ("I'm struggling with...")
- Sales calls: buying triggers ("Oh, you can do THAT?")
- Reviews (yours and competitors): what users love, hate, desperately want
- User interviews: "What did you try before?" / "What almost stopped you from buying?"

Extract verbatim phrases and use their exact words. Copy that sounds like the reader earns trust instantly.

### Match Awareness Level

| Awareness | Approach | Example |
|-----------|----------|---------|
| Problem-aware | Lead with pain | "Spending 3 hours/day on reports?" |
| Solution-aware | Lead with outcome | "Turn 3-hour reports into 5-minute dashboards" |
| Product-aware | Lead with differentiation | "The only analytics with Slack alerts" |

### Core Frameworks

**Hormozi Value Equation:**
```
Value = (Dream Outcome × Perceived Likelihood) ÷ (Time Delay × Effort)
```
Maximize top: specific results + proof. Minimize bottom: stress speed, reduce friction.

**Message Hierarchy:** Outcome → Benefit → Feature. Always lead with outcome, never feature.

**Hero Section Formula:**
```
Headline: [Specific Outcome in Specific Timeframe]
Subhead:  [How it works + For whom]
CTA:      [Action-oriented benefit]
Proof:    [Trust signal]
```

**3-Second Test:** Can a visitor answer: What is this? Who is it for? Why care now? If not, the hero fails.

### Landing Page Structure

1. **Hero** — value prop + who it's for
2. **Problem** — pain they feel right now
3. **Outcome** — life after using product
4. **How it works** — 3-step process (keep simple)
5. **Social proof** — testimonials, logos, metrics
6. **Objection handling** — top 3 concerns addressed
7. **CTA** — primary action
8. **Risk removal** — guarantee, free trial, no credit card
9. **Footer CTA** — last-chance conversion

**→ Full 10-phase workflow:** [references/landing-page-workflow.md](references/landing-page-workflow.md)

### Discovery Questions

Before writing any copy, ask:
1. Who is this for? (specific persona, not "everyone")
2. What exact pain do they feel? (the moment they experience it)
3. What outcome do they desperately want?
4. What alternatives are they using today?
5. What makes them hesitate?

---

## For Existing Copy: The Seven Sweeps

Edit copy through seven sequential passes. Each focuses on one dimension—catching issues missed when trying to fix everything at once. After each sweep, re-check previous sweeps weren't compromised.

### Sweep 1: Clarity
Can the reader understand every sentence? Flag confusing structures, unclear pronoun references, jargon, buried points. Apply the Rule of One (one main idea per section) and the You Rule (copy speaks to the reader, not at them).

### Sweep 2: Voice and Tone
Is the copy consistent throughout? Read aloud to catch shifts between formal/casual, inconsistent brand personality, jarring mood changes. Smooth transitions; maintain personality from start to finish.

### Sweep 3: So What
Does every claim answer "why should I care?" Add "which means..." bridges from features to benefits. If you can ask "so what?" and the copy doesn't answer with a deeper benefit, it needs work.

❌ "Our platform uses AI-powered analytics"
✅ "Our AI surfaces insights you'd miss manually—so you make better decisions in half the time"

### Sweep 4: Prove It
Is every claim substantiated? Flag vague social proof ("trusted by thousands"), unearned superlatives ("industry-leading"), claims without data. Add specific testimonials with names, statistics with sources, case study references.

### Sweep 5: Specificity
Is the copy concrete enough to be compelling? Replace vague language with numbers and timeframes.

| Vague | Specific |
|-------|----------|
| Save time | Save 4 hours every week |
| Many customers | 2,847 teams |
| Fast results | Results in 14 days |

Remove content that can't be made specific—it's probably filler.

### Sweep 6: Heightened Emotion
Does the copy make the reader feel something? Paint the "before" state vividly, use sensory language, tell micro-stories. Reference shared experiences. Emotion should serve the message authentically, not manipulate.

### Sweep 7: Zero Risk
Have we removed every barrier to action? Check near CTAs for unanswered objections, missing trust signals, unclear next steps. Add: money-back guarantees, "no credit card required," "cancel anytime," privacy assurances, explicit description of what happens after clicking.

---

## Quick-Pass Editing

**Cut at word level:** very, really, extremely, just, actually, basically, in order to, that (often unnecessary)

**Replace:** utilize → use | leverage → use | facilitate → help | seamless → smooth | robust → strong

**Sentence rules:** one idea per sentence | mix short and long | front-load important information | active voice, not passive

**Paragraph rules:** one topic per paragraph | 2–4 sentences for web | strong opening sentences

---

## Common Copy Problems

| Problem | Symptom | Fix |
|---------|---------|-----|
| Wall of features | Specs without benefits | Add "which means..." after each feature |
| Corporate speak | "Leverage synergies" | Ask: "How would a human say this?" |
| Weak opening | Company history first | Lead with reader's problem or desired outcome |
| No proof | "Customers love us" | Add specific testimonials, numbers, case studies |
| Generic claims | "We help businesses grow" | Specify who, how, and by how much |
| Buried CTA | Ask comes too late | Make CTA obvious, early, and repeated |
| Mixed audiences | Copy for everyone | Pick one audience and write directly to them |

---

## Supporting file: references/frameworks-and-methodology.md

# Copywriting Frameworks and Methodology

Essential frameworks, formulas, and methodologies for conversion-focused copywriting.

## Hormozi Value Framework

Alex Hormozi treats copywriting as engineering the perception of value. Without an irresistible offer, good writing alone won't convert.

### The Value Equation

```
Value = (Dream Outcome × Perceived Likelihood of Achievement)
        ÷ (Time Delay × Effort & Sacrifice)
```

The goal of your copy is to **maximize perceived value** and **minimize perceived cost**.

**Apply to every section:**

**Dream Outcome**

- Speak to the specific result customers deeply want
- Not: "Better marketing"
- Yes: "$100K revenue increase in 90 days"
- Make it vivid and specific

**Perceived Likelihood**

- Back the promise with proof
- Testimonials with specific results
- Case studies with numbers
- Authority signals (credentials, press)
- Guarantees reduce risk

**Time Delay**

- Stress speed to result
- Not: "Eventually you'll see results"
- Yes: "See your first lead within 24 hours"
- Shorter time = higher value

**Effort & Sacrifice**

- Reduce perceived friction
- "5-minute setup" vs "Complex onboarding"
- "No credit card required" vs "Payment upfront"
- "Works with your existing tools" vs "Complete migration needed"

### Core Copy Philosophy

#### Sell the Outcome, Not the Features

People don't care about features—they care about transformation.

**Bad:** "Our platform has advanced AI algorithms"
**Good:** "Go from 10 leads/month to 100 leads/month"

Your copy should articulate:

1. **Where the visitor is now** (struggling with X)
2. **The pain they feel** (wasting 3 hours/day)
3. **The after-state** (done in 5 minutes)

This drives the emotional hook.

#### "The Pain Is the Pitch"

Lead with the pain—describe the exact moment someone feels the problem (not vague generalities).

**Vague:** "Marketing is hard"
**Specific:** "You spend 3 hours crafting the perfect email campaign, hit send, and get 2% open rates. Again."

This makes your message **felt before it's believed**.

### Headline Strategy

Headlines do 80% of the conversion work. If people aren't intrigued immediately, nothing else matters.

#### Headline Formula

```
Get [Specific Result] in [Timeframe] With Less [Pain/Effort]
```

**Examples:**

- "Get 100 Qualified Leads in 30 Days Without Cold Calling"
- "Cut Support Tickets by 50% in One Week (No New Hires)"
- "Go From 10K to 100K Visitors in 6 Months (Without Paid Ads)"

#### Requirements

- **Short:** Under 15 words ideal
- **Clear:** Zero ambiguity
- **Outcome-oriented:** Transformation, not process
- **Specific:** Numbers, timeframes, concrete results
- **Undeniably valuable:** Must solve real pain

#### Headline Types

**Before-After-Bridge:**

```
Before: Spending hours on reports
After: 5-minute dashboards
Bridge: Our automated analytics
```

**Problem-Agitate-Solve:**

```
Problem: Manual data entry wastes 10 hours/week
Agitate: That's 520 hours/year you could spend on growth
Solve: AutoSync eliminates data entry completely
```

**Question-Answer:**

```
Question: Tired of chasing invoices?
Answer: Get paid in 3 days, automatically
```

**How-To:**

```
How to 10x Your Content Output Without Hiring Writers
```

### Offer Design = Copy

Copy isn't separate from offer design—they're the same system. What marketers call "good copy" is actually a **good offer expressed well**.

#### Offer Engineering

**1. Stack value elements:**

```
Main product: $997
+ Bonus 1: Template library ($297 value)
+ Bonus 2: 1-on-1 coaching call ($500 value)
+ Bonus 3: Lifetime updates (priceless)
= Total value: $1,794

Your investment today: $497
```

**2. Break offer into distinct benefits:**

Don't: "Complete marketing solution"
Do:

- Landing page templates (save 20 hours)
- Email sequences (proven 15% conversion)
- Analytics dashboard (see ROI instantly)

**3. Price anchored to value delivered:**

```
If this saves you 10 hours/week at $100/hour,
that's $1,000/week value = $52,000/year

Price: $997 one-time
Payback period: < 1 week
```

### Landing Page Application

#### Hero Section

**Formula:**

```
Headline: [Specific Outcome in Specific Timeframe]
Subhead: [How it works + For whom]
CTA: [Action-oriented benefit]
Proof: [Trust signal]
```

**Example:**

```
Headline: Turn 3-Hour Reports Into 5-Minute Dashboards
Subhead: Automated analytics for SaaS companies growing past $1M ARR
CTA: Start Your Free Trial
Proof: Trusted by 2,500+ SaaS companies
```

#### Proof & Credibility Section

All elements increase **perceived likelihood of achievement**:

**Social proof:**

- Specific results: "Increased conversion 47% in 30 days"
- Attributed testimonials: Name, photo, company, role
- Video testimonials: Highest credibility

**Quantified results:**

- "2,500+ customers"
- "10M+ data points analyzed"
- "$50M+ in revenue tracked"

**Authority signals:**

- Press mentions (Forbes, TechCrunch)
- Certifications (SOC 2, ISO)
- Awards (G2 Leader, Inc 5000)

#### Pain Breakdown Section

Illustrate the **felt experience** of the visitor's problem.

**Not abstract description:**
"Reporting is time-consuming and difficult"

**Emotional specificity:**
"It's 4 PM on Friday. You've spent 3 hours pulling data from 5 different tools. The charts still don't match. Your weekend just vanished."

This is where prospects nod along thinking "YES, that's exactly what I feel."

#### Offer Stack (Value Stacking)

Instead of one deliverable, present components that each deliver value:

```
What You Get:

✓ Automated Dashboard Builder
  Save 15 hours/week on manual reports

✓ 50+ Pre-Built Templates
  Deploy analytics in under 5 minutes

✓ Slack Alerts for Key Metrics
  Never miss a spike or drop

✓ API Access for Custom Integration
  Connect your entire stack

✓ Priority Support (< 2-hour response)
  Get unstuck instantly

✓ Lifetime Feature Updates
  Always get the latest capabilities
```

Each item = specific benefit + quantified value

#### Timing & Scarcity

Position the timeline concretely to reduce **perceived delay**:

**Weak:** "Sign up today"
**Strong:** "Join before Jan 15 to start in Q1"

**Legitimate scarcity:**

- Cohort-based: "Next cohort starts Feb 1 (10 spots left)"
- Seasonal: "Black Friday pricing ends Monday"
- Limited capacity: "We onboard 5 new clients/month"

**Don't fake it:** False scarcity destroys trust permanently.

## Copy Techniques

### Direct, No-Fluff Hooks

**Use very specific benefits:**

- Not: "Grow your business"
- Yes: "Add $50K MRR in 90 days"

**Avoid generic claims:**

- "Best," "top," "great," "amazing" = meaningless without proof
- "Leading" = everyone claims it
- "Revolutionary" = overused and vague

**Short hooks with numbers or concrete contrasts:**

- "10x your content output"
- "Cut support costs 50%"
- "$100K to $1M in 12 months"

### Speak in Client Language

**Talk about the exact pains and desires your audience uses themselves.**

**Don't use jargon:**

- "Leverage our synergistic ecosystem"
- "Paradigm-shifting innovation"
- "Next-generation platform"

**Do use their words (from VOC):**

- "I'm drowning in support tickets" → Use "drowning" in copy
- "I just want it to work" → Use "just works" in positioning
- "Spending my weekends catching up" → Reference weekends

This feels like someone finally **gets them**.

### Objection Pre-Handling

Address objections **before** they become reasons to leave.

**Common objections:**

**"Too expensive"**
→ Show ROI: "Pays for itself in < 30 days"
→ Compare to alternatives: "Replace $5K/month agency"

**"Too complicated"**
→ Speed to value: "5-minute setup"
→ Support: "We handle migration for you"

**"Not sure it'll work for me"**
→ Guarantee: "60-day money-back, no questions"
→ Proof: "Works for companies like yours"

**"Not ready right now"**
→ Loss aversion: "Every day costs you $X"
→ Trial: "Start free, upgrade when ready"

### The Slippery Slide

Each element of your page should naturally lead to the next:

```
Headline → intrigues
Subhead → clarifies
Problem → resonates
Solution → relieves
How it works → demystifies
Social proof → convinces
Offer → excites
Guarantee → removes risk
CTA → closes
```

No dead ends. Every section flows into the next like a **well-designed slide**.

## Conversion Mindset

Professionals think in systems, not tactics.

### Key Questions

1. **What belief must change for a user to act?**
   - From: "This is too expensive"
   - To: "This pays for itself immediately"

2. **What proof supports that belief shift?**
   - ROI calculator
   - Case study showing 10x return
   - Money-back guarantee

3. **What friction exists in the journey?**
   - Long signup form
   - Unclear pricing
   - No human support option

4. **What signals show trust and safety?**
   - Security badges
   - Customer logos
   - Transparent pricing
   - Real testimonials

5. **What story are we telling?**
   - Hero's journey: Struggle → Discovery → Transformation
   - Not: "We have a product"
   - Yes: "We help people like you overcome X"

And then they **test reality**. Because reality always has a punchline.

## Message Testing Framework

### 5-Second Test

Show the page for 5 seconds. Can they answer:

- What is this?
- Who is it for?
- What's the main benefit?

If not, hero section fails.

### Mom Test

Ask 10 target customers (not your mom):

- "What does this page sell?" (clarity test)
- "Who do you think this is for?" (targeting test)
- "Would you click the CTA? Why or why not?" (motivation test)

Don't ask: "Do you like this?" (opinion is worthless)

### Before-After Comparison

**Before messaging:**

- Conversion rate: 1.2%
- Avg time on page: 28 seconds
- Bounce rate: 74%

**After messaging:**

- Conversion rate: 2.8%
- Avg time on page: 51 seconds
- Bounce rate: 61%

Numbers don't lie. Trust the data.

## Common Mistakes

### 1. Writing for yourself, not the customer

**Fix:** Use VOC verbatim. Copy their words.

### 2. Being clever instead of clear

**Fix:** If your mom doesn't get it in 3 seconds, it's too clever.

### 3. Listing features without benefits

**Fix:** Feature → So what? → Benefit. Repeat for every feature.

### 4. No proof to back claims

**Fix:** Every claim needs evidence (testimonial, case study, data).

### 5. Too many CTAs

**Fix:** One primary CTA per section. Guide, don't confuse.

### 6. Writing without research

**Fix:** Do VOC first. Always. No exceptions.

### 7. Not testing

**Fix:** Form hypothesis, A/B test, measure, learn.

## Key Takeaways

1. **Copy is offer articulation.** If your offer isn't genuinely compelling under the value equation, no words will fix it.

2. **Emotional specificity and pain narrative kill generic language.** Make them feel it before you sell it.

3. **Headlines carry massive conversion weight.** Treat them as the first hypothesis to test.

4. **Use the value equation as a heuristic:** Make value feel greater than cost on every element.

5. **Speak their language.** Harvest copy from customers, don't invent it.

6. **Test everything.** Intuition is not a strategy.

7. **Document learnings.** Build institutional knowledge, not goldfish memory.

---

**Primary Source:** [$100M Offers - Alex Hormozi](https://acquisition.com/books/100m-offers)

---

## Supporting file: references/landing-page-workflow.md

# SaaS Landing Page Workflow

The difference between typing words onto rectangles and running a knowledge-generating machine.

## Phase 1: Define Strategy & Positioning

This is where we decide what the page is trying to do and for whom. Skipping this phase is how beautiful garbage gets made.

### Define

- **ICP** (ideal customer profile)
- **Job To Be Done**
- **Pain → Desired outcome**
- **Awareness level** (Schwartz: Unaware → Problem-aware → Solution-aware → Product-aware → Most aware)
- **Primary CTA**
- **Single conversion event** (signup, demo, waitlist, trial)

### Strategy Brief Template

```
Audience: [who specifically]
Primary pain: [exact problem they feel]
Desired outcome: [transformation they want]
Main value proposition: [unique benefit]
Alternative solutions today: [what they do now]
Primary CTA: [main action]
Secondary CTA: [fallback action]
Key objections: [what stops them]
Non-negotiable proof: [must-have credibility signals]
```

The page exists to serve that brief.

### Positioning Questions

1. **Who is this for?** Not "everyone"—a specific persona with specific pain
2. **What is the pain?** Not abstract. The moment they feel it.
3. **Why now?** What changed that makes this urgent?
4. **Why you?** What makes your solution unique/better?
5. **Why believe you?** What proof overcomes skepticism?

## Phase 2: Voice-of-Customer Research (VOC)

Pros don't invent copy. They harvest it from real humans.

### Sources

**Support tickets:**
- Pain language: "I'm struggling with..."
- Desired outcomes: "I wish I could..."
- Objections: "But what about..."
- Use cases: "I need this for..."

**Sales call transcripts:**
- Questions prospects ask repeatedly
- Phrases they use to describe their problem
- Hesitations and concerns
- Buying triggers: "Oh, you can do THAT?"

**Reviews (G2, Capterra, App stores):**
- What users love most
- What frustrated them before
- Unexpected use cases
- Comparison to alternatives

**Competitor reviews (goldmine!):**
- What users hate about competitors
- Missing features they desperately want
- Pricing objections
- Support complaints

**User interviews:**
- "What were you doing when you realized you needed this?"
- "What did you try before?"
- "What made you finally decide?"
- "What almost stopped you from buying?"

### Extract

- **Exact phrases about pain:** Copy their words verbatim
- **Desired outcomes:** What success looks like to them
- **Anxieties and objections:** What makes them hesitate
- **Buying triggers:** What pushed them over the edge

### Message Bank Format

| Theme | Quote | Source | Awareness Stage | Notes |
|-------|-------|--------|-----------------|-------|
| Pain: Time waste | "Spending 3 hours/day on reports" | Support #4512 | Problem-aware | Quantified pain |
| Outcome: Speed | "Just want it done in 5 minutes" | G2 review | Solution-aware | Clear metric |
| Objection: Complexity | "Too complicated to set up" | Competitor review | Product-aware | Setup friction |
| Trigger: Pricing | "Found out it was 1/3 the price" | Sales call | Most aware | Price anchor |

Patterns will emerge like constellations in a nerdy night sky.

## Phase 3: Build the Message Architecture

Translate VOC into structured narrative.

### SaaS-Optimized Structure

1. **Hero** = Value Proposition + Who it's for
2. **Context/Problem setup** = Pain they feel right now
3. **Outcome** = Life after using product (not features yet)
4. **How it works** = 3-step process (keep it simple)
5. **Social proof** = Testimonials, logos, metrics
6. **Objection handling** = Address top 3 concerns
7. **CTA** = Primary action (signup, demo)
8. **Risk removal** = Guarantee, free trial, no credit card
9. **Footer safety net CTA** = Last chance conversion

**If it does not help conversion or clarity, it is atmospheric noise.**

### Writing Standards

**Avoid slogans:**
- Bad: "Reinventing the future of work"
- Good: "Turn 3-hour reports into 5-minute dashboards"

**Prefer descriptive clarity:**
- Bad: "Next-generation analytics platform"
- Good: "Analytics that alert you when churn risk spikes"

**Clarity > Poetry. Always.**

### Hero Section Checklist (3-Second Test)

Can a visitor answer these in 3 seconds?
- [ ] What is this?
- [ ] Who is it for?
- [ ] Why should I care now?

If the hero doesn't answer these, back to the lab.

## Phase 4: Layout & Design Decisions

Typography, spacing, and hierarchy earn their keep here.

### Design Heuristics

**Visual hierarchy:**
- One primary CTA color—consistent throughout
- Remove navigation unless needed (reduces exit paths)
- 45–75 character line lengths (optimal readability)
- Body text ≥ 16px (no squinting)
- Contrast ratio ≥ WCAG AA (4.5:1 for text)

**Alignment:**
- Avoid center-aligned paragraphs (except short blocks)
- Left-align body text for scanability
- Center-align headlines and CTAs

**Whitespace:**
- Breathing room between sections
- Don't fear empty space
- Tighter spacing for related elements

### Button Design

**Primary CTA:**
- High contrast color (test against background)
- Large enough to tap (min 44x44px)
- Clear action verb: "Start Free Trial" not "Submit"
- Benefit-oriented: "Get My Free Analysis" not "Sign Up"

**Secondary CTA:**
- Lower contrast (visually de-prioritized)
- Alternative action: "Watch Demo" or "See Pricing"
- Don't compete with primary

## Phase 5: Wireframe First

Lo-fi wireframes before fancy visuals. Discipline over decoration.

### Tools

- FigJam / Figma
- Whimsical
- Miro
- Paper (yes, real trees)

### Process

**1. Work in grayscale first**
- No colors to distract
- Focus on layout and hierarchy
- Test information flow

**2. Typography next**
- Font selection
- Size hierarchy
- Line height and spacing

**3. Color last**
- Brand colors
- CTA contrast
- Emotional tone

This stops design from distracting you from structure.

### Wireframe Checklist

- [ ] Hero communicates value in 3 seconds
- [ ] Clear visual hierarchy (scan path obvious)
- [ ] CTA visible without scrolling
- [ ] Logical content flow (problem → solution → proof → CTA)
- [ ] Mobile-friendly layout

## Phase 6: Build the First Version

Ship fast because data beats theory.

### Build Tools

**No-code:**
- [Webflow](https://webflow.com/) - Designer control, powerful
- [Framer](https://www.framer.com/) - Modern, fast, interactive
- [Unbounce](https://unbounce.com/) - A/B testing built-in

**Code-based:**
- Next.js + TailwindCSS
- Astro + TailwindCSS (fastest loading)
- WordPress (if team already uses it)

### Instrument Before Launch

**Analytics:**
- [GA4](https://analytics.google.com/) - Free, comprehensive
- [Microsoft Clarity](https://clarity.microsoft.com/) - Free heatmaps + session replay
- [PostHog](https://posthog.com/) - Product analytics

**Set up:**

**Events to track:**
- Page views
- CTA clicks (primary and secondary)
- Scroll depth (25%, 50%, 75%, 100%)
- Time on page
- Form starts and completions
- Video plays

**Funnels:**
```
Landing page → CTA click → Form view → Form submit → Success
```

**Goals:**
- Primary: Form submission
- Secondary: Demo request
- Micro: Email signup, video watch

Otherwise you're driving at night without headlights.

### Pre-Launch Checklist

- [ ] All links work
- [ ] Forms submit correctly
- [ ] Mobile responsive (test on real devices)
- [ ] Page speed < 3s (test with PageSpeed Insights)
- [ ] Analytics tracking verified (fire test events)
- [ ] SEO basics (title, meta description, OG tags)

## Phase 7: Form a Hypothesis Backlog

We do not "try stuff." We test hypotheses.

### Hypothesis Format

```
If we: [specific change]
Then: [expected outcome]
Because: [evidence/reasoning]
Measured by: [metric]
Success criteria: [threshold]
Risk: [low/medium/high]
Effort: [low/medium/high]
```

### Example

```
If we: Replace "Sign Up" with "Start Free Trial" on primary CTA
Then: Conversion rate will increase
Because: VOC shows users need reassurance it's free
Measured by: CTA click-through rate
Success criteria: +10% vs control
Risk: Low (easy to revert)
Effort: Low (text change only)
```

### Hypothesis Sources

**From VOC:**
- Users say X is confusing → Test clearer explanation
- Users mention Y benefit repeatedly → Test Y in headline

**From heatmaps:**
- Users not scrolling → Test stronger hook above fold
- Users clicking non-clickable element → Add CTA there

**From industry benchmarks:**
- Long forms converting poorly → Test shorter form
- Video engagement high → Test video in hero

### Prioritize by ICE Score

**I**mpact: How much will this move the needle? (1-10)
**C**onfidence: How sure are we this will work? (1-10)
**E**ffort: How easy is this to implement? (1-10, inverted: 10 = easy)

**ICE Score = (Impact × Confidence) / Effort**

Start with high ICE, low effort. Warm up conversions like stretching before a workout.

## Phase 8: A/B Testing & Experimentation

### Testing Tools

- [VWO](https://vwo.com/) - Visual editor, full-featured
- [Convert](https://www.convert.com/) - Privacy-focused
- [SplitSignal](https://splitsignal.io/) - SEO-safe testing (Ahrefs)
- [Google Optimize](https://optimize.google.com/) - Free (being deprecated)

### Clean Experiment Rules

**One variable at a time:**
- Test headline change alone
- Then test CTA button color alone
- Don't change both simultaneously

**Pre-define success metrics:**
- Primary: Form submissions
- Secondary: Engagement (scroll, time, clicks)
- Don't cherry-pick metrics after seeing results

**Ensure sample size:**
```
Calculator: https://www.optimizely.com/sample-size-calculator/

Example:
- Current conversion rate: 2%
- Minimum detectable effect: +20% (2.4%)
- Sample size needed: 15,000 visitors per variation
- At 1,000 visitors/day: 30 days to reach significance
```

**Avoid peeking biases:**
- Don't stop test early because variant is "winning"
- Run to statistical significance
- Account for day-of-week effects (run full weeks)

### Low Traffic Alternative

Can't reach sample size? Use **sequential learning**:

1. Ship change to 100% traffic
2. Monitor primary metric for 2 weeks
3. Compare to historical baseline
4. Document results
5. Keep or revert

Supplement with:
- User testing (5-user sessions per change)
- Surveys ("Was this page helpful?")
- Session recordings (watch 20 sessions)

## Phase 9: Analyze & Document Learnings

Pros ship reports, not vibes.

### Learning Report Structure

```markdown
## Test: Headline Clarity (2024-01-08)

**Hypothesis:**
If we change headline from "Revolutionary Platform" to 
"Turn 3-Hour Reports Into 5-Minute Dashboards",
then conversion rate will increase because VOC shows 
users value time savings over abstract benefits.

**Setup:**
- Duration: 14 days
- Traffic: 8,432 visitors per variation
- Split: 50/50

**Results:**
| Metric | Control | Variant | Change | Significance |
|--------|---------|---------|--------|--------------|
| Conversion rate | 2.1% | 2.8% | +33% | p < 0.01 ✓ |
| Time on page | 42s | 51s | +21% | p < 0.05 ✓ |
| Bounce rate | 68% | 61% | -10% | p < 0.05 ✓ |

**Winner: Variant** (+33% conversion, statistically significant)

**Behavioral Insights:**
- Heatmaps show more scrolling on variant (47% vs 38% to fold 2)
- Session recordings: 8/10 users verbally mentioned "5 minutes"
- Exit surveys: Variant viewers rated "clarity" 4.2/5 vs 3.1/5

**What We Learned:**
1. Concrete time savings resonate more than abstract value
2. Specific numbers (3 hours → 5 minutes) build credibility
3. Clarity beats cleverness (again!)

**Next Tests:**
- Apply "specific time savings" pattern to subheads
- Test "3 hours" pain point in problem section
```

**Store in shared repo** (Notion, Confluence, GitHub) so knowledge compounds. Your company becomes a memory organism rather than a goldfish.

### Key Metrics to Track

**Conversion funnel:**
```
Landing page → 100%
CTA click → 15%
Form view → 12%
Form submit → 8%
Success page → 7.5%

Drop-off points:
- Landing → CTA: 85% (improve hero)
- CTA → Form: 3% (reduce friction)
- Form → Submit: 4% (form too long?)
```

**Engagement:**
- Scroll depth (% reaching each section)
- Time on page (segmented by converters vs bouncers)
- Click patterns (heatmaps)
- Video watch rate

**Sources:**
- Organic search
- Paid ads
- Social media
- Referrals

Track performance per source—different audiences need different messaging.

## Phase 10: Continuous Optimization Loop

Great landing pages are garden ecosystems, not statues.

### Continually Refine

**Positioning:**
- Market changes (new competitors)
- Customer evolution (more sophisticated)
- Product maturity (new features)

**Messaging:**
- Test new pain points from customer feedback
- Refresh social proof (recent testimonials)
- Update statistics and metrics

**Interaction friction:**
- Reduce form fields (test progressive disclosure)
- Add live chat for questions
- Improve mobile experience

**Pricing clarity:**
- Address new objections
- Simplify plan comparison
- Add FAQs for common questions

**Trust signals:**
- Security badges
- Customer logos
- Press mentions
- Awards and certifications

### Optimization Cadence

**Weekly:**
- Review analytics
- Identify anomalies
- Check heatmaps for new patterns

**Monthly:**
- Run new A/B test
- Update social proof
- Review conversion funnel

**Quarterly:**
- Major redesign elements
- Repositioning if needed
- Competitive analysis

**Annually:**
- Complete page overhaul
- Fresh customer research
- Rebrand if appropriate

Like a scientific practice—endlessly curious, never fully satisfied.

## Common Failure Patterns

### The Beautiful Disaster
Gorgeous design, clever copy, zero conversions.
**Fix:** Put positioning before aesthetics.

### The Feature Dump
Lists 47 features, none resonate.
**Fix:** Benefits before features. Outcomes before benefits.

### The Vague Value Prop
"Best-in-class solution for modern teams."
**Fix:** Specific pain + specific outcome + specific proof.

### The Trust Desert
No social proof, no guarantees, no credibility signals.
**Fix:** Testimonials with attribution, logos, security badges.

### The CTA Graveyard
Seven different calls-to-action competing for attention.
**Fix:** One primary CTA per section.

### The Mystery Pricing
"Contact us for pricing" when competitors show theirs.
**Fix:** Transparent pricing builds trust (unless enterprise-only).

### The Wall of Text
3,000-word essay with no visual breaks.
**Fix:** Short paragraphs, bullets, whitespace, images.

## Success Indicators

**Conversion-focused:**
- Conversion rate > 2% (varies by industry)
- Improving funnel completion over time
- Decreasing cost per acquisition

**Engagement-focused:**
- Scroll depth > 50% to key sections
- Time on page > 60 seconds
- Low bounce rate (< 50%)

**Message-market fit:**
- User surveys: "This page speaks to me" > 70%
- Support: Fewer "What does this do?" questions
- Sales: "They understand the product before calling"

**Business outcomes:**
- Demo show-up rate
- Trial-to-paid conversion
- Customer quality (retention, LTV)

Landing page is the start of the customer journey. Optimize for long-term fit, not just short-term clicks.

---

## Supporting file: references/patterns.md

# Copywriting

## Patterns


---
  #### **Name**
PAS Framework (Problem-Agitate-Solve)
  #### **Description**
Hook with problem, intensify the pain, offer the solution
  #### **When**
Writing sales pages, emails, or ads where you need to create urgency
  #### **Example**
    Problem: "Your landing page gets plenty of traffic..."
    Agitate: "...but visitors leave without signing up. Every day, you watch
             potential customers slip away. That's revenue disappearing."
    Solve: "Our copy framework has helped 500+ SaaS companies double their
            conversion rates in 30 days."
    

---
  #### **Name**
AIDA Framework
  #### **Description**
Attention → Interest → Desire → Action
  #### **When**
Writing any conversion-focused copy from ads to landing pages
  #### **Example**
    Attention: "Your startup is 72% more likely to fail without this"
    Interest: "We analyzed 1,000 failed startups and found the #1 cause"
    Desire: "Companies who fixed this grew 3x faster"
    Action: "Download the free checklist now"
    

---
  #### **Name**
Before-After-Bridge
  #### **Description**
Show the current state, paint the future, explain how to get there
  #### **When**
Writing transformation-focused copy for products that create change
  #### **Example**
    Before: "You're spending 10 hours a week on manual data entry"
    After: "Imagine your team focused on strategic work while data flows automatically"
    Bridge: "Sync connects your tools and eliminates manual work in 5 minutes"
    

---
  #### **Name**
Feature-Advantage-Benefit
  #### **Description**
Start with feature, explain advantage, land on benefit
  #### **When**
Writing product descriptions or feature copy
  #### **Example**
    Feature: "256-bit encryption"
    Advantage: "Your data is protected by the same security as banks"
    Benefit: "So you can share sensitive files without worrying about breaches"
    

---
  #### **Name**
The 4 U's for Headlines
  #### **Description**
Make headlines Useful, Urgent, Unique, and Ultra-specific
  #### **When**
Writing headlines for any content
  #### **Example**
    Weak: "How to Improve Your Marketing"
    Better (Useful): "How to Get More Customers"
    Better (Urgent): "How to Get More Customers This Week"
    Better (Unique): "The Counterintuitive Way to Get More Customers"
    Best (Ultra-specific): "How I Got 247 Customers in 7 Days Using Only Twitter"
    

---
  #### **Name**
One Reader, One Message
  #### **Description**
Write to one specific person about one specific thing
  #### **When**
Always - this is the foundation of all good copy
  #### **Example**
    Before: "Our platform helps teams collaborate better"
    After: "You're tired of Slack messages getting lost. With Threads,
           every conversation has a home, so you never ask 'where was that?' again."
    
    The secret: Write to one person (the tired PM), about one problem
    (lost messages), with one solution (conversation threads).
    

---
  #### **Name**
AI-Human Copywriting Workflow
  #### **Description**
Optimal human-AI collaboration for conversion copy
  #### **When**
Writing landing pages, ads, or sales copy at scale
  #### **Example**
    THE AI-HUMAN COPYWRITING WORKFLOW:
    
    PHASE 1: HUMAN STRATEGY
    - Define value proposition (human only)
    - Identify target audience pain points
    - Set tone, voice, and constraints
    - Create brief with examples of good/bad
    
    PHASE 2: AI GENERATION
    - Generate 5-10 headline variations
    - Generate body copy drafts
    - Generate CTA variations
    - Use: Claude for nuance, GPT-4 for volume
    
    PHASE 3: HUMAN CURATION
    - Select best elements from AI output
    - Refine and combine
    - Add brand-specific details
    - Ensure factual accuracy
    
    PHASE 4: AI POLISH
    - Grammar and clarity check
    - Readability optimization
    - SEO keyword integration
    
    PHASE 5: HUMAN FINAL
    - Final approval
    - Legal/compliance check
    - Brand consistency verification
    
    RATIO: 30% human thinking, 40% AI generation, 30% human refinement
    

## Anti-Patterns


---
  #### **Name**
Feature Dumping
  #### **Description**
Listing features without translating to benefits
  #### **Why**
Customers don't care what it does; they care what it does FOR THEM
  #### **Instead**
Every feature gets a "so you can..." or "which means..."

---
  #### **Name**
Corporate Speak
  #### **Description**
Using jargon, buzzwords, and hollow phrases
  #### **Why**
"Revolutionary solutions that leverage synergies" says nothing
  #### **Instead**
Use 6th-grade words. If your grandma wouldn't understand, rewrite.

---
  #### **Name**
Trying to Sound Smart
  #### **Description**
Using complex words or long sentences to seem sophisticated
  #### **Why**
Complex copy creates friction; simple copy converts
  #### **Instead**
Short sentences. Common words. One idea per sentence.

---
  #### **Name**
Writing About Yourself
  #### **Description**
Copy that's all "we" and "our" instead of "you" and "your"
  #### **Why**
Customers care about themselves, not you
  #### **Instead**
80% "you/your", 20% "we/our" maximum

---
  #### **Name**
Burying the CTA
  #### **Description**
Making users hunt for what to do next
  #### **Why**
Confused visitors don't convert - they leave
  #### **Instead**
One clear CTA per section. Make it impossible to miss.

---
  #### **Name**
Weak CTAs
  #### **Description**
Generic buttons like "Submit" or "Click Here"
  #### **Why**
CTAs should reinforce the value of taking action
  #### **Instead**
"Get My Free Guide" > "Submit", "Start Growing" > "Sign Up"

---

## Supporting file: references/plain-english-alternatives.md

# Plain English Alternatives

Replace complex or pompous words with plain English alternatives.

Source: Plain English Campaign A-Z of Alternative Words (2001), Australian Government Style Manual (2024), plainlanguage.gov

---

## Contents
- A
- B
- C
- D
- E
- F
- G-H
- I
- L-M
- N-O
- P
- R
- S
- T-U
- V-Z
- Phrases to Remove Entirely

## A

| Complex | Plain Alternative |
|---------|-------------------|
| (an) absence of | no, none |
| abundance | enough, plenty, many |
| accede to | allow, agree to |
| accelerate | speed up |
| accommodate | meet, hold, house |
| accomplish | do, finish, complete |
| accordingly | so, therefore |
| acknowledge | thank you for, confirm |
| acquire | get, buy, obtain |
| additional | extra, more |
| adjacent | next to |
| advantageous | useful, helpful |
| advise | tell, say, inform |
| aforesaid | this, earlier |
| aggregate | total |
| alleviate | ease, reduce |
| allocate | give, share, assign |
| alternative | other, choice |
| ameliorate | improve |
| anticipate | expect |
| apparent | clear, obvious |
| appreciable | large, noticeable |
| appropriate | proper, right, suitable |
| approximately | about, roughly |
| ascertain | find out |
| assistance | help |
| at the present time | now |
| attempt | try |
| authorise | allow, let |

---

## B

| Complex | Plain Alternative |
|---------|-------------------|
| belated | late |
| beneficial | helpful, useful |
| bestow | give |
| by means of | by |

---

## C

| Complex | Plain Alternative |
|---------|-------------------|
| calculate | work out |
| cease | stop, end |
| circumvent | avoid, get around |
| clarification | explanation |
| commence | start, begin |
| communicate | tell, talk, write |
| competent | able |
| compile | collect, make |
| complete | fill in, finish |
| component | part |
| comprise | include, make up |
| (it is) compulsory | (you) must |
| conceal | hide |
| concerning | about |
| consequently | so |
| considerable | large, great, much |
| constitute | make up, form |
| consult | ask, talk to |
| consumption | use |
| currently | now |

---

## D

| Complex | Plain Alternative |
|---------|-------------------|
| deduct | take off |
| deem | treat as, consider |
| defer | delay, put off |
| deficiency | lack |
| delete | remove, cross out |
| demonstrate | show, prove |
| denote | show, mean |
| designate | name, appoint |
| despatch/dispatch | send |
| determine | decide, find out |
| detrimental | harmful |
| diminish | reduce, lessen |
| discontinue | stop |
| disseminate | spread, distribute |
| documentation | papers, documents |
| due to the fact that | because |
| duration | time, length |
| dwelling | home |

---

## E

| Complex | Plain Alternative |
|---------|-------------------|
| economical | cheap, good value |
| eligible | allowed, qualified |
| elucidate | explain |
| enable | allow |
| encounter | meet |
| endeavour | try |
| enquire | ask |
| ensure | make sure |
| entitlement | right |
| envisage | expect |
| equivalent | equal, the same |
| erroneous | wrong |
| establish | set up, show |
| evaluate | assess, test |
| excessive | too much |
| exclusively | only |
| exempt | free from |
| expedite | speed up |
| expenditure | spending |
| expire | run out |

---

## F

| Complex | Plain Alternative |
|---------|-------------------|
| fabricate | make |
| facilitate | help, make possible |
| finalise | finish, complete |
| following | after |
| for the purpose of | to, for |
| for the reason that | because |
| forthwith | now, at once |
| forward | send |
| frequently | often |
| furnish | give, provide |
| furthermore | also, and |

---

## G-H

| Complex | Plain Alternative |
|---------|-------------------|
| generate | produce, create |
| henceforth | from now on |
| hitherto | until now |

---

## I

| Complex | Plain Alternative |
|---------|-------------------|
| if and when | if, when |
| illustrate | show |
| immediately | at once, now |
| implement | carry out, do |
| imply | suggest |
| in accordance with | under, following |
| in addition to | and, also |
| in conjunction with | with |
| in excess of | more than |
| in lieu of | instead of |
| in order to | to |
| in receipt of | receive |
| in relation to | about |
| in respect of | about, for |
| in the event of | if |
| in the majority of instances | most, usually |
| in the near future | soon |
| in view of the fact that | because |
| inception | start |
| indicate | show, suggest |
| inform | tell |
| initiate | start, begin |
| insert | put in |
| instances | cases |
| irrespective of | despite |
| issue | give, send |

---

## L-M

| Complex | Plain Alternative |
|---------|-------------------|
| (a) large number of | many |
| liaise with | work with, talk to |
| locality | place, area |
| locate | find |
| magnitude | size |
| (it is) mandatory | (you) must |
| manner | way |
| modification | change |
| moreover | also, and |

---

## N-O

| Complex | Plain Alternative |
|---------|-------------------|
| negligible | small |
| nevertheless | but, however |
| notify | tell |
| notwithstanding | despite, even if |
| numerous | many |
| objective | aim, goal |
| (it is) obligatory | (you) must |
| obtain | get |
| occasioned by | caused by |
| on behalf of | for |
| on numerous occasions | often |
| on receipt of | when you get |
| on the grounds that | because |
| operate | work, run |
| optimum | best |
| option | choice |
| otherwise | or |
| outstanding | unpaid |
| owing to | because |

---

## P

| Complex | Plain Alternative |
|---------|-------------------|
| partially | partly |
| participate | take part |
| particulars | details |
| per annum | a year |
| perform | do |
| permit | let, allow |
| personnel | staff, people |
| peruse | read |
| possess | have, own |
| practically | almost |
| predominant | main |
| prescribe | set |
| preserve | keep |
| previous | earlier, before |
| principal | main |
| prior to | before |
| proceed | go ahead |
| procure | get |
| prohibit | ban, stop |
| promptly | quickly |
| provide | give |
| provided that | if |
| provisions | rules, terms |
| proximity | nearness |
| purchase | buy |
| pursuant to | under |

---

## R

| Complex | Plain Alternative |
|---------|-------------------|
| reconsider | think again |
| reduction | cut |
| referred to as | called |
| regarding | about |
| reimburse | repay |
| reiterate | repeat |
| relating to | about |
| remain | stay |
| remainder | rest |
| remuneration | pay |
| render | make, give |
| represent | stand for |
| request | ask |
| require | need |
| residence | home |
| retain | keep |
| revised | changed, new |

---

## S

| Complex | Plain Alternative |
|---------|-------------------|
| scrutinise | examine, check |
| select | choose |
| solely | only |
| specified | given, stated |
| state | say |
| statutory | legal, by law |
| subject to | depending on |
| submit | send, give |
| subsequent to | after |
| subsequently | later |
| substantial | large, much |
| sufficient | enough |
| supplement | add to |
| supplementary | extra |

---

## T-U

| Complex | Plain Alternative |
|---------|-------------------|
| terminate | end, stop |
| thereafter | then |
| thereby | by this |
| thus | so |
| to date | so far |
| transfer | move |
| transmit | send |
| ultimately | in the end |
| undertake | agree, do |
| uniform | same |
| utilise | use |

---

## V-Z

| Complex | Plain Alternative |
|---------|-------------------|
| variation | change |
| virtually | almost |
| visualise | imagine, see |
| ways and means | ways |
| whatsoever | any |
| with a view to | to |
| with effect from | from |
| with reference to | about |
| with regard to | about |
| with respect to | about |
| zone | area |

---

## Phrases to Remove Entirely

These phrases often add nothing. Delete them:

- a total of
- absolutely
- actually
- all things being equal
- as a matter of fact
- at the end of the day
- at this moment in time
- basically
- currently (when "now" or nothing works)
- I am of the opinion that (use: I think)
- in due course (use: soon, or say when)
- in the final analysis
- it should be understood
- last but not least
- obviously
- of course
- quite
- really
- the fact of the matter is
- to all intents and purposes
- very

---

## Supporting file: references/sharp_edges.md

# Copywriting - Sharp Edges

## Feature Dump

### **Id**
feature-dump
### **Summary**
Listing features instead of explaining benefits
### **Severity**
critical
### **Situation**
  "Our product has: 256-bit encryption, real-time sync, API access..."
  Reader: "So what? Why should I care?"
  
### **Why**
  Features are what you built. Benefits are what they get.
  Users buy outcomes, not specifications. Nobody cares about your tech stack.
  
### **Solution**
  # Feature → Benefit translation:
  Feature: 256-bit encryption
  Benefit: Your data is safer than Fort Knox
  
  Feature: Real-time sync
  Benefit: Pick up exactly where you left off, on any device
  
  Feature: 99.9% uptime
  Benefit: It's there when you need it. Always.
  
  # The "So what?" test:
  For every feature, ask: "So what?"
  Keep asking until you hit the benefit.
  
  API access → "So what?"
  → Build integrations → "So what?"
  → Your tools work together seamlessly
  
  # Benefit structure:
  [Benefit headline]
  [Feature that enables it]
  [How their life is better]
  
### **Symptoms**
  - Spec sheets instead of sales pages
  - Technical jargon everywhere
  - Users ask "but what does it do for me?"
  - Low conversion despite great features
### **Detection Pattern**


## Wall Of Text

### **Id**
wall-of-text
### **Summary**
Dense paragraphs that no one reads
### **Severity**
high
### **Situation**
  "Our comprehensive project management solution offers a wide range of
  features designed to help teams of all sizes collaborate more effectively..."
  Nobody reads that.
  
### **Why**
  Average attention span: seconds. Web reading: 20-28% of words.
  Long paragraphs: skipped entirely. People scan, they don't read.
  
### **Solution**
  1. One idea per paragraph
     Break after every thought.
  
  2. Maximum 3-4 lines per paragraph
     On mobile, that's 2 sentences max.
  
  3. Use structure
     Headlines break up content
     Bullets make lists scannable
     Bold highlights key phrases
  
  4. The F-pattern
     Top line: Most important
     Left side: Key words
  
  5. Inverted pyramid
     Lead with the conclusion
     Details come after
  
### **Symptoms**
  - Low time on page
  - High scroll abandonment
  - Users skim to CTA
  - \'"TL;DR" comments\'
### **Detection Pattern**


## Clever Curse

### **Id**
clever-curse
### **Summary**
Prioritizing cleverness over clarity
### **Severity**
high
### **Situation**
  "Synergize your workflow symphony"
  "Where data dances with destiny"
  Writer thinks: "That's creative!"
  Reader thinks: "What does this even mean?"
  
### **Why**
  Clever copy makes the writer feel smart.
  Clear copy makes the reader feel smart.
  Confused readers don't convert.
  
### **Solution**
  1. Say what you mean
     Clever: "Orchestrate your operational opus"
     Clear: "Get your team on the same page"
  
  2. The mom test
     Would your mom understand this?
     If not, simplify.
  
  3. The 5-second test
     Show someone for 5 seconds
     They should understand the offering
  
  # Clarity hierarchy:
  1. Crystal clear
  2. Clear and interesting
  3. Never just clever
  
  # Good clear copy:
  Slack: "Where work happens"
  Stripe: "Payments infrastructure for the internet"
  Mailchimp: "Send better email"
  
### **Symptoms**
  - Users confused about what you do
  - Low 5-second test scores
  - \'"Sounds cool but..." feedback\'
  - High bounce rate on landing pages
### **Detection Pattern**


## Me Monster

### **Id**
me-monster
### **Summary**
Copy that talks about the company instead of the customer
### **Severity**
critical
### **Situation**
  "We are the leading provider of..."
  "Our company was founded in..."
  "We're passionate about..."
  Every sentence starts with us.
  
### **Why**
  Nobody cares about you. They care about themselves.
  Readers ask: "What's in it for me?" not "What's your company story?"
  
### **Solution**
  1. The you/we ratio
     Count "you" vs "we/our"
     You should appear 2-3x more
  
  2. Flip the perspective
     We: "We built the fastest..."
     You: "You'll never wait for..."
  
  3. Start with them
     Not: "We help teams collaborate"
     But: "Your team can finally stop searching through emails"
  
  # Perspective shift examples:
  We: "We offer 24/7 support"
  You: "Get help whenever you need it"
  
  We: "We've helped 10,000 customers"
  You: "Join 10,000 teams who work smarter"
  
### **Symptoms**
  - Every sentence starts with we/our
  - About page content on homepage
  - Self-congratulatory tone
  - Users don't see themselves in copy
### **Detection Pattern**
We are|We offer|Our team|We believe|We help

## Jargon Jungle

### **Id**
jargon-jungle
### **Summary**
Using industry jargon readers don't understand
### **Severity**
high
### **Situation**
  "Our AI-powered SaaS solution leverages machine learning to optimize
  your KPIs through automated workflows and robust API integrations."
  Technical reader: "What does it actually do?"
  Everyone else: Leaves.
  
### **Why**
  Jargon is a crutch. It signals insider status to insiders.
  It excludes everyone else. Confusion creates friction.
  
### **Solution**
  # Plain language alternatives:
  Leverage → Use
  Robust → Strong
  Innovative → New
  Seamless → Easy
  Best-in-class → [Delete this]
  Synergy → [Delete this too]
  
  # The explain-to-a-friend test:
  Say it out loud to a friend.
  If you use different words, use those.
  
  # Jargon decoder:
  "Seamless integration" → "Works with your tools"
  "End-to-end solution" → "Everything you need"
  "Scalable platform" → "Grows with you"
  "Leverage" → "Use"
  
### **Symptoms**
  - Non-technical buyers bounce
  - Sales has to "translate"
  - Different copy for different audiences
  - Sounds like everyone else
### **Detection Pattern**
leverage|utilize|synergy|best-in-class|end-to-end|robust

## Vague Value Prop

### **Id**
vague-value-prop
### **Summary**
Generic claims that could apply to anyone
### **Severity**
critical
### **Situation**
  "We help businesses grow"
  "The best solution for teams"
  "Making work easier"
  Could be any company. Therefore, it's no company.
  
### **Why**
  Generic value props blend into the noise.
  Specific value props stand out.
  Specificity builds credibility.
  
### **Solution**
  1. Get specific
     Generic: "Grow your business"
     Specific: "Get 30% more leads from your existing traffic"
  
  2. Name the pain
     Generic: "Better project management"
     Specific: "Stop losing tasks in email"
  
  3. Quantify when possible
     "Faster" → "3x faster"
     "Save money" → "Save $500/month"
  
  4. Own a word
     Volvo: Safety
     Apple: Simplicity
     What's yours?
  
  # Value prop template:
  For [specific audience] who [specific problem],
  [Product] is the [category] that [specific benefit].
  
### **Symptoms**
  - Interchangeable with competitors
  - No memorable positioning
  - We do a lot of things
  - Weak differentiation
### **Detection Pattern**


## Weak Cta

### **Id**
weak-cta
### **Summary**
Calls-to-action that don't compel action
### **Severity**
high
### **Situation**
  "Submit" "Click here" "Learn more"
  Generic, boring, no urgency. CTA is where conversion happens.
  
### **Why**
  CTAs are where conversion happens.
  Weak CTA = weak conversion.
  CTA should tell them what they get.
  
### **Solution**
  1. Value-driven CTAs
     Not: "Submit"
     But: "Get my free guide"
  
     Not: "Learn more"
     But: "See how it works"
  
  2. First person works
     "Start my trial" > "Start your trial"
  
  3. Reduce friction in CTA
     "Buy now" → High commitment
     "See pricing" → Lower commitment
     "Get started free" → Even lower
  
  4. Action + benefit
     Action: "Download"
     Action + benefit: "Download the playbook"
  
  # CTA hierarchy (by commitment):
  Low: Learn more / See how it works
  Medium: Try it free / Start free trial
  High: Buy now / Add to cart
  
### **Symptoms**
  - Low click-through rates
  - Users unsure what happens next
  - Generic button text everywhere
  - No A/B testing on CTAs
### **Detection Pattern**
>Submit<|>Click here<|>Learn more<

## Missing Specifics

### **Id**
missing-specifics
### **Summary**
Abstract claims without concrete proof
### **Severity**
high
### **Situation**
  "Trusted by thousands" "Saves you time" "Better results"
  None of this is believable because none of it is specific.
  
### **Why**
  Specifics are believable. Generalities are ignored.
  "Thousands" sounds made up. "10,847 teams" sounds real.
  
### **Solution**
  1. Use real numbers
     Not: "Saves time"
     But: "Saves 4.5 hours per week"
  
  2. Name names
     Not: "Trusted by leading companies"
     But: "Trusted by Stripe, Shopify, and Notion"
  
  3. Specific outcomes
     Not: "Better results"
     But: "23% higher conversion rate"
  
  4. Concrete examples
     Not: "Flexible"
     But: "Works with Slack, Notion, Asana, and 100+ tools"
  
  # Specificity example:
  Vague: "High uptime"
  Specific: "99.99% uptime. That's 4 minutes of downtime per month."
  
### **Symptoms**
  - Claims without proof
  - Round numbers everywhere
  - No case studies or data
  - \'"Take our word for it" vibe\'
### **Detection Pattern**


## One Size Fits All

### **Id**
one-size-fits-all
### **Summary**
Same copy for every audience and stage
### **Severity**
high
### **Situation**
  Landing page = Homepage copy
  Email = Landing page copy
  One piece of copy pasted everywhere.
  
### **Why**
  Different people need different messages.
  Awareness stage needs problem recognition.
  Decision stage needs proof and action.
  
### **Solution**
  # Match copy to stage:
  AWARENESS:
  "Struggling with [problem]?"
  Focus: Problem recognition
  
  CONSIDERATION:
  "Here's how we solve [problem]"
  Focus: Solution education
  
  DECISION:
  "Start your free trial today"
  Focus: Action and proof
  
  # Match copy to channel:
  AD: Hook + promise (few words)
  LANDING PAGE: Full value prop + proof
  EMAIL: Personal, conversational
  PRODUCT: Clear, helpful, brief
  
### **Symptoms**
  - Same message everywhere
  - Low conversion across stages
  - Generic rather than targeted
  - Not speaking to where they are
### **Detection Pattern**


## Passive Voice Trap

### **Id**
passive-voice-trap
### **Summary**
Passive construction that weakens copy
### **Severity**
medium
### **Situation**
  "Your project will be completed faster"
  "Tasks are organized automatically"
  Who's doing what? Unclear. Energy? None.
  
### **Why**
  Active voice is direct and powerful.
  Passive voice hides the actor and bores readers.
  
### **Solution**
  1. Find the actor
     Passive: "Reports are generated automatically"
     Active: "Generate reports automatically"
  
  2. Use action verbs
     Passive: "Your data is protected"
     Active: "We protect your data"
     Better: "You control your data"
  
  3. Lead with action
     Passive: "Results can be seen in the dashboard"
     Active: "See results in your dashboard"
  
  # "By" is a warning sign
  "Emails are sent by the system"
  → "The system sends emails"
  → "Send emails automatically"
  
### **Symptoms**
  - Weak, indirect sentences
  - Unclear who does what
  - Low energy copy
  - \'"By" appears frequently\'
### **Detection Pattern**
is being|are being|will be|was done|were made

## Fear Of White Space

### **Id**
fear-of-white-space
### **Summary**
Cramming too much copy into limited space
### **Severity**
medium
### **Situation**
  Hero section with: long headline, longer subheadline,
  three paragraphs, four bullets, two CTAs, trust badges,
  video, form. Nobody can process this.
  
### **Why**
  White space is not wasted space. It focuses attention.
  Cluttered = overwhelming. Readers skip cluttered sections.
  
### **Solution**
  1. One message per section
     Hero: Main value prop only
     Features: Benefits only
     Proof: Testimonials only
  
  2. Prioritize ruthlessly
     What's the ONE thing they need to know?
     Say that. Cut the rest.
  
  3. Progressive disclosure
     Surface level: Key message
     Deeper: More detail (if they want)
  
  4. Let copy breathe
     Short paragraphs
     Plenty of margin
     Strategic whitespace
  
### **Symptoms**
  - Overwhelming first impression
  - Users scroll past without reading
  - Important messages buried
  - Cluttered design
### **Detection Pattern**


## Ignored Error States

### **Id**
ignored-error-states
### **Summary**
Treating error messages as an afterthought
### **Severity**
high
### **Situation**
  "Error 422: Unprocessable entity"
  "Invalid input"
  "Something went wrong"
  User is frustrated. This makes it worse.
  
### **Why**
  Errors happen at vulnerable moments. Users are already frustrated.
  Your error message can help or hurt. Bad copy makes it worse.
  
### **Solution**
  1. Be human
     Not: "Error 404"
     But: "Hmm, we couldn't find that page."
  
  2. Explain what happened
     Not: "Invalid input"
     But: "That email doesn't look right.
           Make sure it has an @ symbol."
  
  3. Tell them what to do
     Not: "Form submission failed"
     But: "Try again, or contact us at help@..."
  
  4. Take responsibility
     Not: "You entered wrong data"
     But: "Something went wrong on our end"
  
  # Error message structure:
  [What happened - in human terms]
  [Why it might have happened]
  [What they can do now]
  
### **Symptoms**
  - Technical error codes shown
  - Users stuck at errors
  - No guidance on next steps
  - Higher support tickets
### **Detection Pattern**
Error \d+|Invalid|Something went wrong

---

## Supporting file: references/validations.md

# Copywriting - Validations

## Passive Voice Usage

### **Id**
copy-passive-voice
### **Severity**
warning
### **Type**
regex
### **Pattern**
  - \b(?:is|are|was|were|been|be|being)\s+(?:\w+ed|gone|done|taken|made|given|shown|seen|written)\b
  - \b(?:is|are|was|were)\s+being\s+\w+ed\b
### **Message**
Passive voice detected - weakens copy impact and clarity
### **Fix Action**
Rewrite in active voice to make the subject perform the action (e.g., 'We built' instead of 'It was built')
### **Applies To**
  - *.md
  - *.html
  - *.txt

## Weak or Generic Verbs

### **Id**
copy-weak-verbs
### **Severity**
warning
### **Type**
regex
### **Pattern**
  - \b(?:is|are|was|were|has|have|had|does|do|did|make|makes|get|gets|got)\s+
  - \b(?:utilize|implement|leverage|execute)\b
### **Message**
Weak or unnecessarily complex verbs detected - reduces copy power
### **Fix Action**
Replace with strong, specific action verbs (e.g., 'use' instead of 'utilize', 'build' instead of 'implement')
### **Applies To**
  - *.md
  - *.html
  - *.txt

## Jargon and Buzzwords

### **Id**
copy-jargon-overload
### **Severity**
warning
### **Type**
regex
### **Pattern**
  - \b(?i)(?:synergy|paradigm|leverage|disrupt|revolutionary|game-changer|cutting-edge|best-in-class|world-class|innovative|next-generation|turnkey|holistic|robust)\b
### **Message**
Business jargon or buzzwords detected - may alienate or confuse readers
### **Fix Action**
Replace jargon with clear, concrete language that describes actual benefits and features
### **Applies To**
  - *.md
  - *.html
  - *.txt

## Overly Long Sentences

### **Id**
copy-long-sentences
### **Severity**
warning
### **Type**
regex
### **Pattern**
  - [^.!?]{150,}[.!?]
### **Message**
Sentence exceeds 150 characters - may reduce readability and comprehension
### **Fix Action**
Break into shorter sentences (aim for 15-20 words) or use bullet points for complex ideas
### **Applies To**
  - *.md
  - *.html
  - *.txt

## Feature-Focused Without Benefits

### **Id**
copy-missing-benefits
### **Severity**
warning
### **Type**
regex
### **Pattern**
  - (?i)\b(?:feature|function|capability|specification)\b(?!.*\b(?:benefit|advantage|help|enable|allow|improve|save|increase|reduce)\b)
### **Message**
Features mentioned without connecting to customer benefits
### **Fix Action**
For every feature, explain the benefit: 'This feature helps you [benefit]' or 'So you can [outcome]'
### **Applies To**
  - *.md
  - *.html
  - *.txt

## Excessive Adverb Usage

### **Id**
copy-adverb-overuse
### **Severity**
info
### **Type**
regex
### **Pattern**
  - \b\w+ly\s+(?:very|really|extremely|absolutely|completely|totally)\b
  - (?:\b\w+ly\b.*){3,}
### **Message**
Excessive adverb usage detected - weakens copy strength
### **Fix Action**
Remove adverbs and use stronger, more specific verbs or adjectives instead
### **Applies To**
  - *.md
  - *.html
  - *.txt

## Filler Words and Phrases

### **Id**
copy-filler-words
### **Severity**
info
### **Type**
regex
### **Pattern**
  - \b(?i)(?:very|really|just|actually|basically|literally|quite|rather|somewhat|perhaps|maybe)\b
  - \b(?i)(?:in order to|due to the fact that|at this point in time|for the purpose of)\b
### **Message**
Filler words detected that add no value and dilute message impact
### **Fix Action**
Remove filler words or replace wordy phrases with concise alternatives (e.g., 'to' instead of 'in order to')
### **Applies To**
  - *.md
  - *.html
  - *.txt

## Missing Social Proof

### **Id**
copy-no-social-proof
### **Severity**
info
### **Type**
regex
### **Pattern**
  - ^(?!.*(?i)(?:customer|client|user|review|testimonial|rating|case study|trusted by|used by|\d+\+?\s+(?:companies|users|customers))).*$
### **Message**
No social proof elements detected - missing trust-building opportunity
### **Fix Action**
Add testimonials, customer counts, ratings, or case studies to build credibility
### **Applies To**
  - *.md
  - *.html

## Unclear Value Proposition

### **Id**
copy-unclear-value-prop
### **Severity**
error
### **Type**
regex
### **Pattern**
  - ^(?!.*(?i)(?:save|increase|reduce|improve|faster|easier|better|more|help you|enable you|get|achieve)).*$
### **Message**
Value proposition unclear - no clear benefit or outcome stated
### **Fix Action**
Lead with a clear value statement: 'Save X time/money' or 'Achieve Y result' in the first paragraph
### **Applies To**
  - *.md
  - *.html

## Complex or Academic Language

### **Id**
copy-complex-language
### **Severity**
warning
### **Type**
regex
### **Pattern**
  - \b\w{15,}\b
  - \b(?i)(?:aforementioned|heretofore|notwithstanding|subsequently|aforementioned|utilize|endeavor|facilitate)\b
### **Message**
Complex or overly formal language detected - may reduce accessibility
### **Fix Action**
Simplify language to 8th-grade reading level - use short, common words that everyone understands
### **Applies To**
  - *.md
  - *.html
  - *.txt

## Missing Urgency or Scarcity

### **Id**
copy-missing-urgency
### **Severity**
info
### **Type**
regex
### **Pattern**
  - ^(?!.*(?i)(?:now|today|limited|deadline|expires|only|last chance|while supplies|hurry|don't miss|ends soon)).*$
### **Message**
No urgency or scarcity elements detected - may reduce conversion motivation
### **Fix Action**
Add time-bound or quantity-limited language to create appropriate urgency (e.g., 'Limited spots available')
### **Applies To**
  - *.md
  - *.html

## Company-Centric Language (We/Our vs You/Your)

### **Id**
copy-you-vs-we
### **Severity**
warning
### **Type**
regex
### **Pattern**
  - (?:\b(?i)(?:we|our|us)\b.*){3,}(?!.*\b(?i)(?:you|your)\b)
### **Message**
Copy is too company-centric - lacks customer focus
### **Fix Action**
Shift focus to the customer by using 'you' and 'your' more than 'we' and 'our'
### **Applies To**
  - *.md
  - *.html
  - *.txt