afrexai-conversion-copywriting

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SKILL.md

Conversion Copywriting Engine

Copy is salesmanship in print. This isn't about writing — it's about selling. Every word earns its place or gets cut.

Quick Health Check

Rate the copy 1-5 on each dimension. Score < 24 = rewrite needed:

#	Dimension	Question
1	Clarity	Can a 12-year-old understand the offer in 5 seconds?
2	Specificity	Are there numbers, timeframes, and concrete outcomes?
3	Desire	Does the reader WANT the outcome described?
4	Proof	Is there evidence (testimonials, data, logos, case studies)?
5	Urgency	Is there a reason to act NOW vs later?
6	Friction	Are objections addressed before they arise?
7	Voice	Does it sound like a human, not a corporation?
8	CTA	Is the next step crystal clear and low-risk?

Score: /40 — Below 32 = significant opportunity. Below 24 = copy is actively losing money.

Phase 1: Research Before Writing

Never write a single word until you complete this. Bad research = bad copy, no matter how clever.

1.1 Voice of Customer (VoC) Mining

The goal: steal your customer's EXACT words and mirror them back.

Sources (ranked by value):

Source	What to Extract	Where to Find
Support tickets	Pain language, frustration words

voC_research:
  product: "[Product name]"
  date: "YYYY-MM-DD"
  
  pain_statements:  # Exact quotes about the problem
    - quote: "I spend 3 hours every morning just reconciling invoices"
      source: "G2 review - AccountingSoft competitor"
      frequency: "high"  # How often this sentiment appears
    - quote: ""
      source: ""
      frequency: ""
  
  desire_statements:  # What they WANT (outcome language)
    - quote: "I just want to click one button and have it done"
      source: "Reddit r/smallbusiness"
      frequency: "medium"
    - quote: ""
      source: ""
      frequency: ""
  
  objection_statements:  # Why they hesitate
    - quote: "Every tool like this requires a PhD to set up"
      source: "Support ticket"
      frequency: "high"
    - quote: ""
      source: ""
      frequency: ""
  
  trigger_events:  # What made them start looking
    - "Hired 5th employee and spreadsheets broke"
    - "Missed a tax deadline"
    - ""
  
  words_they_use:  # Industry/audience vocabulary
    - "reconciliation" not "financial harmonization"
    - "setup" not "onboarding flow"
    - ""
  
  competitors_they_mention: []
  
  buying_criteria:  # What matters most (ranked)
    - "Easy to set up (< 1 hour)"
    - "Integrates with QuickBooks"
    - ""

Level	They Know...	Your Job	Lead With
Unaware	Nothing about the problem	Educate about the pain	Story, shocking stat, question
Problem-Aware	They have a problem	Agitate the pain, introduce solution category	"Tired of X? Here's why..."
Solution-Aware	Solutions exist	Differentiate YOUR solution	"Unlike other tools, we..."
Product-Aware	Your product exists	Overcome objections, prove value	Social proof, comparison, demo
Most Aware	Your product, ready to buy	Remove final friction	Deal, guarantee, urgency

copy_brief:
  surface: ""  # Landing page, email, ad, sales page, etc.
  one_reader: ""  # Specific person (not "small businesses" — "Sarah, ops manager at 50-person agency")
  awareness_level: ""  # Unaware / Problem / Solution / Product / Most Aware
  one_offer: ""  # What exactly are you offering?
  one_action: ""  # What exactly should they DO?
  primary_emotion: ""  # Fear, desire, curiosity, frustration, hope
  proof_available: []  # Testimonials, case studies, data points you can use
  objections_to_address: []  # Top 3 reasons they'd say no
  word_count_target: ""  # Constraint forces clarity

#	Formula	Example
1	[Number] Ways to [Desired Outcome] Without [Pain]	"7 Ways to Cut Hiring Time Without Lowering Standards"
2	How [Specific Person] [Achieved Result] in [Timeframe]	"How a 3-Person Agency Landed $240K in Clients in 90 Days"
3	Stop [Bad Thing]. Start [Good Thing].	"Stop Guessing at Pricing. Start Charging What You're Worth."
4	The [Adjective] Way to [Outcome]	"The Lazy Way to Write Emails That Get Replies"
5	[Outcome] in [Timeframe] — or [Bold Guarantee]	"Double Your Pipeline in 30 Days — or We Work Free Until You Do"
6	Why [Counterintuitive Claim]	"Why Your Best Salesperson Is Costing You Revenue"
7	[Pain Statement] → [Outcome Statement]	"From 60-Hour Weeks → Automated Operations in 14 Days"
8	What [Respected Group] Knows About [Topic] That You Don't	"What Top 1% of SaaS Founders Know About Pricing"
9	Are You Making These [Number] [Mistake Type] Mistakes?	"Are You Making These 5 Cold Email Mistakes?"
10	[Big Number/Stat] + Implication	"83% of Proposals Lose on Price. Here's How to Win on Value."
11	The [Framework/Secret/Method] Behind [Impressive Result]	"The 3-Step Method Behind $50M in Closed Deals"
12	[Direct Command] + [Specific Benefit]	"Cut Your Client Reporting Time by 80% This Week"

Criterion	0	1	2
Specific	Vague/generic	Somewhat specific	Has numbers, timeframes, or concrete nouns
Benefit-driven	Feature-focused	Implied benefit	Explicit outcome the reader wants
Curiosity gap	No reason to read on	Mild interest	"I NEED to know more"
Believable	Sounds like hype	Plausible	Backed by specificity or proof
Emotional	Flat/corporate	Slightly engaging	Hits fear, desire, curiosity, or frustration

ATTENTION: Hook with the biggest pain or boldest promise
INTEREST: "Here's why this matters to YOU specifically..."
DESIRE: Paint the after-state. Make them feel the transformation.
ACTION: Single, clear, low-risk next step.

PROBLEM: State the problem in their words (from VoC research)
AGITATE: What happens if they don't solve it? Cost of inaction.
SOLUTION: Your product/offer as the bridge from pain to relief.

BEFORE: Paint their current painful reality (specific details)
AFTER: Paint the future they want (specific results)
BRIDGE: Your product is the bridge between the two.

PROBLEM: Identify the core pain
AMPLIFY: Consequences of not solving (emotional + financial)
STORY: Tell a relevant story (yours, a customer's, or a parable)
TRANSFORMATION: Show before → after with proof
OFFER: Present the solution with everything included
RESPONSE: Clear CTA with urgency

PROMISE: What will the reader get? (Specific outcome)
PICTURE: Help them visualize having it (sensory language)
PROOF: Evidence it works (testimonials, data, case studies)
PUSH: CTA with urgency or scarcity

STAR: Introduce the character (your customer or you)
STORY: The struggle and the journey
SOLUTION: How the product solved the problem

Situation	Best Framework	Why
Cold audience, long page	PASTOR	Needs full education arc
Warm audience, quick action	PAS	They know the pain, move fast
Case study / testimonial	BAB	Transformation is the proof
Product launch	AIDA	Classic structure, works everywhere
Ad copy (< 100 words)	4Ps	Compact but complete
Email nurture sequence	Star-Story-Solution	Builds relationship through narrative
Retargeting / remarketing	PAS (short)	They already know you, agitate to return

[HERO SECTION]
├── Headline (formula from Phase 2)
├── Subheadline (expand + specify + de-risk)
├── Hero image or demo GIF
├── Primary CTA button
└── Social proof bar (logos, "Trusted by X companies", star rating)

[PROBLEM SECTION]
├── "Sound familiar?" or "You're here because..."
├── 3-4 pain bullets (from VoC, in their words)
└── Cost of inaction statement

[SOLUTION SECTION]
├── "Here's how [Product] fixes this"
├── 3 key benefits (NOT features) with icons
├── Each benefit: [Benefit headline] + [1-2 sentence expansion] + [Proof point]
└── Screenshot or visual

[SOCIAL PROOF SECTION]
├── 2-3 testimonials (name, company, result, photo)
├── OR case study snippet (Before → After with numbers)
└── Trust badges (security, integrations, awards)

[OBJECTION HANDLING SECTION]
├── FAQ or "Common questions" (address top 3-5 objections)
└── Each answer is a mini-sale (reframe objection → benefit)

[FINAL CTA SECTION]
├── Restate the core promise
├── Risk reversal (guarantee, free trial, no CC required)
├── CTA button (same as hero)
└── Urgency element if genuine (limited spots, price going up, deadline)

Subject: [Specific observation about their business]

[First name],

[Observation about their company — proves you did research, 1 sentence]

[Problem you solve — framed as "companies like yours" + specific pain, 1-2 sentences]

[Result you've delivered — specific number/outcome, 1 sentence]

[Soft CTA — question or offer, not "let me know if you want to chat"]

[Name]

P.S. [Proof point or curiosity hook]

Subject: You're in — here's your [thing] + what to do first

[First name],

Welcome to [Product]. You just made a smart move.

Here's your [thing they signed up for]:
→ [Link or attachment]

**Your next step (takes 2 minutes):**
[Single specific action that gets them to first value]

If you hit any snags, reply to this email — I read every one.

[Name]
[Title] at [Company]

Subject: Still thinking it over?

[First name],

You [started a trial / added X to cart] [timeframe] ago but didn't [complete / continue].

Totally fine — here's what you might be wondering:

**"Is it worth the price?"**
[1-2 sentences with proof point / ROI calculation]

**"What if it doesn't work for me?"**
[Risk reversal — guarantee, refund policy, support]

**"I don't have time right now"**
[Time-to-value statement — "takes 10 minutes to set up"]

[CTA — "Pick up where you left off →"]

[Name]

[Hook — first line must stop the scroll, max 125 chars]
↓
[Problem — 1-2 lines, relatable pain]
↓
[Solution — what your product does differently, 1-2 lines]
↓
[Proof — number, testimonial snippet, or social proof]
↓
[CTA — "Click [Link] to [specific outcome]"]

Headline 1: [Primary keyword + benefit] (30 chars)
Headline 2: [Proof/number + differentiator] (30 chars)
Headline 3: [CTA or offer] (30 chars)
Description: [Expand on benefit] + [Address objection] + [CTA] (90 chars)

[Pattern interrupt — stat, question, or contrarian take]

[2-3 lines expanding on the problem — professional tone, specific to role]

[What we built / discovered / proved — 1-2 lines]

[CTA with specific value exchange — "Download the playbook" not "Learn more"]

1. HEADLINE — Biggest promise or transformation
2. SUBHEADLINE — For whom + timeframe + de-risk
3. OPENING STORY — Paint the painful "before" state (2-3 paragraphs)
4. AGITATION — Cost of staying stuck (emotional + financial)
5. INTRODUCTION — "There's a better way" (introduce your solution concept)
6. WHAT'S INCLUDED — Bullet list of everything, each bullet = mini benefit
7. BONUSES — Additional value stacked on top
8. SOCIAL PROOF — 3-5 testimonials with results
9. PRICE REVEAL — Anchor high first, then show actual price
10. GUARANTEE — Risk reversal (money-back, satisfaction, results-based)
11. FAQ — Overcome remaining objections
12. FINAL CTA — Urgency + restate the transformation
13. P.S. — Restate the best benefit + guarantee (many people skip to P.S.)

[One-line benefit headline — what it DOES for the buyer]

[2-3 sentences: who it's for, what problem it solves, key differentiator]

Key features:
• [Feature] — [Why it matters to the buyer]
• [Feature] — [Why it matters to the buyer]
• [Feature] — [Why it matters to the buyer]

[Social proof snippet — "Used by X", review quote, or stat]

[CTA]

[0:00-0:10] HOOK — Bold claim or question that creates curiosity gap
[0:10-0:45] PROBLEM — Paint the pain (specific, relatable scenario)
[0:45-1:30] AGITATE — What happens if they don't solve it (costs, risks)
[1:30-3:00] SOLUTION — Introduce your product, show it working
[3:00-4:00] PROOF — Results, testimonials, before/after
[4:00-4:30] OFFER — What they get, what it costs, guarantee
[4:30-5:00] CTA — Tell them exactly what to do next

Emotion	Words That Trigger It
Urgency	Now, today, deadline, before, expires, limited, last chance, final
Curiosity	Secret, hidden, little-known, discover, revealed, behind-the-scenes
Fear	Mistake, avoid, warning, risk, lose, miss, fail, never
Desire	Imagine, transform, unlock, achieve, breakthrough, freedom
Trust	Proven, guaranteed, tested, backed, certified, research-backed
Exclusivity	Exclusive, invitation-only, limited, handpicked, insider
Simplicity	Easy, simple, quick, effortless, done-for-you, turnkey, one-click

Objection	How to Handle It in Copy
"Too expensive"	Anchor to higher price first, show ROI, cost of NOT buying, payment plans
"I don't have time"	State time-to-value ("set up in 10 minutes"), show automation
"I don't trust you"	Social proof, guarantee, "cancel anytime", transparent pricing
"I don't need it now"	Cost of delay, urgency (genuine), "every day you wait = $X lost"
"It won't work for me"	Case studies from THEIR industry/role, guarantee, personalization

Tier	Type	Example	Power
1	Named result + photo	"Sarah at Acme grew revenue 40% in 90 days" [photo]	★★★★★
2	Specific metric	"Clients average 3.2x ROI in the first quarter"	★★★★
3	Volume proof	"Used by 2,400+ companies"	★★★
4	Logo bar	[Company logos]	★★★
5	Star ratings	"4.8/5 on G2 (200+ reviews)"	★★
6	Generic testimonial	"Great product, highly recommend!"	★

Rule	Bad	Good
Be specific about what happens	"Submit"	"Get My Free Report"
Use first person	"Start your trial"	"Start my free trial"
Reduce perceived risk	"Buy now"	"Try it free for 14 days"
Show value, not action	"Sign up"	"Start saving 10 hours/week"
Add urgency if genuine	"Learn more"	"Claim your spot (12 left)"
One CTA per section	3 different buttons	Same CTA repeated

Pattern 1 — Value Stack:
"You'd normally pay $500/hr for a consultant to do this.
 You could hire a full-time person for $80K/year.
 Or you can get [Product] for $47/month."

Pattern 2 — Cost of Problem:
"The average company loses $23K/year to [problem].
 [Product] costs $97/month. That's a 19x return."

Pattern 3 — Competitor Anchor:
"[Competitor] charges $299/month for half the features.
 [Product] gives you everything for $97/month."

Dimension	Weight	0-2 (Weak)	3-4 (Average)	5 (Strong)
Headline	x4	Generic, no hook	Has a benefit, somewhat specific	Specific, emotional, curiosity gap
Clarity	x3	Confusing, jargon-heavy	Generally clear, some filler	Crystal clear, concise, scannable
Persuasion	x3	Lists features only	Some benefits mentioned	Full desire arc with proof
Proof	x3	No social proof	Generic testimonials	Named results, specific metrics
CTA	x3	Missing or weak	Present but generic	Specific, low-risk, urgent
Voice	x2	Corporate/robotic	Acceptable	Sounds like a human who cares
Objection Handling	x2	None	FAQ section exists	Woven throughout the copy

Score	Grade	Action
85-100	A	Ship it
70-84	B	Minor tweaks, then ship
55-69	C	Significant rewrite needed
40-54	D	Fundamental structure problems
0-39	F	Start over with research

Priority	Element	Typical Lift
1	Headline	20-100%+
2	CTA text + placement	10-40%
3	Social proof type/placement	10-30%
4	Price anchoring	10-50%
5	Page length (long vs short)	5-30%
6	Image/video	5-20%
7	Color/design	2-10%

ab_test:
  element: "Headline"
  hypothesis: "Pain-focused headline will convert better than benefit-focused"
  control: "Automate Your Client Reporting in Minutes"
  variant: "Tired of Spending 10 Hours on Reports Nobody Reads?"
  metric: "click-through rate to pricing page"
  traffic_split: "50/50"
  minimum_sample: 500  # per variant for statistical significance
  duration: "2 weeks or until significance reached"
  confidence_threshold: "95%"

30-Day Money-Back:
"Try [Product] for 30 days. If it doesn't [specific outcome], 
email us and we'll refund every penny. No questions, no hassle."

Results-Based:
"If you don't see [specific measurable result] within [timeframe], 
we'll work with you for free until you do — or refund in full."

Risk Reversal:
"You risk nothing. We risk everything. That's how confident we are 
that [Product] will [outcome]."

Scarcity (real):
"We onboard 5 new clients per month to maintain quality. 
[X] spots left for [Month]."

Deadline (real):
"This pricing expires [Date] when we launch v2.0. 
Lock in the current rate now."

Cost of Delay:
"Every week without [solution], you're losing roughly [$ amount]. 
That's [$X * weeks until decision] by the time you decide."

Problem → Solution:  "Here's the thing..."  |  "But it doesn't have to be this way."
Proof → CTA:         "Ready to see the same results?"  |  "Your turn."
Feature → Benefit:   "Which means..."  |  "In plain English:"  |  "Translation:"
Section → Section:   "But that's not all."  |  "It gets better."  |  "Here's where it gets interesting."

Stat hook:      "83% of proposals lose on price. Yours doesn't have to."
Question hook:  "What if your biggest competitor's weakness was your biggest opportunity?"
Story hook:     "Last Tuesday, a 3-person agency closed a $240K deal. Here's exactly how."
Contrarian:     "Most advice about [topic] is wrong. Here's what actually works."
Pain hook:      "You know that sinking feeling when [specific pain moment]?"

Anti-Pattern	Why It Kills	Fix
Starting with "We are..."	Nobody cares about you. They care about themselves.	Start with the reader's problem or desired outcome
Feature dumping	Features don't sell. Benefits sell.	Every feature → "which means [benefit for reader]"
Weak CTA ("Learn more")	Doesn't tell them what they GET	"[Verb] + [Specific value]" — "Get My Free Playbook"
Wall of text	Nobody reads dense paragraphs on screens	Max 3 lines per paragraph. Use bullets, bold, whitespace
Fake urgency	Erodes trust when they see the "deadline" pass	Only use genuine scarcity/deadlines. Preferably cost-of-delay instead
No social proof	Claims without evidence = marketing fluff	Add proof or lower the claim to what you can prove
Multiple CTAs	Confused readers don't convert	One CTA per page (can repeat, but always the SAME action)
AI-speak	"Leverage", "streamline", "empower", "I'd be happy to"	Sound like a human. Read it aloud. Would a person say this?
Being clever over clear	Puns and wordplay sacrifice clarity	If they have to think about your headline, you lost
Ignoring mobile	60%+ of readers are on phones	Short sentences, ample whitespace, thumb-friendly CTA buttons

Command	What It Does
"Write a landing page for [product]"	Full landing page copy using Phase 4.1 structure
"Write a cold email to [person/company]"	Cold email using Phase 4.2 template
"Score this copy"	Run Phases 1 health check + Phase 6.2 rubric
"Write headlines for [offer]"	Generate 10+ headlines using Phase 2.1 formulas
"Write a sales page for [product]"	Long-form sales page using Phase 4.4
"Write ad copy for [platform]"	Platform-specific ad using Phase 4.3 templates
"Write a product description for [product]"	Phase 4.5 template
"Write an email sequence for [goal]"	Multi-email sequence with Phase 4.2 templates
"Rewrite this copy to convert better"	Edit using Phase 6.1 checklist + fix anti-patterns
"Run VoC research for [product/market]"	Phase 1.1 research using web search
"Write a video script for [product]"	Phase 4.6 VSL template
"A/B test plan for [page/email]"	Phase 7 test design

afrexai-conversion-copywriting

Summary

Conversion Copywriting Engine

Quick Health Check

Phase 1: Research Before Writing

1.1 Voice of Customer (VoC) Mining

1.2 Awareness Levels (Eugene Schwartz)

1.3 One Reader, One Offer, One Action

Phase 2: Headline Writing

2.1 Headline Formulas (12 Proven Patterns)

2.2 Headline Quality Test

2.3 Subheadline Rules

Phase 3: Copy Frameworks (The Arsenal)

3.1 Core Frameworks

3.2 Framework Selection Guide

Phase 4: Surface-Specific Templates

4.1 Landing Page Structure

4.2 Email Copy Templates

4.3 Ad Copy Templates

4.4 Sales Page (Long-Form)

4.5 Product Description

4.6 Video Script (VSL / Demo)

Phase 5: Persuasion Techniques

5.1 Power Words by Emotion

5.2 Objection Handling in Copy

5.3 Social Proof Hierarchy

5.4 CTA Writing Rules

5.5 Price Anchoring

Phase 6: Editing & Scoring

6.1 The Editing Checklist (run on every piece)

6.2 Copy Scoring Rubric (0-100)

Phase 7: A/B Testing Protocol

7.1 What to Test (Impact Order)

7.2 Test Design

7.3 Statistical Significance Rules

Phase 8: Industry-Specific Copy Angles

8.1 B2B SaaS

8.2 Professional Services (Consulting, Agencies)

8.3 E-commerce / DTC

8.4 Healthcare / Legal

8.5 Financial Services

Phase 9: Swipe File — Ready-to-Use Copy Blocks

9.1 Guarantee Templates

9.2 Urgency Templates (Genuine Only)

9.3 Transition Phrases

9.4 Opening Lines That Hook

Phase 10: Anti-Patterns (Copy Killers)

Natural Language Commands

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