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    "name": "Copywriting Mastery",
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    "source": "clawhub",
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    "sections": [
      {
        "title": "Copywriting Mastery",
        "body": "Complete copywriting system — from research to revision. Write copy that converts for landing pages, emails, ads, UX, sales pages, video scripts, and any user-facing text."
      },
      {
        "title": "Quick Copy Health Check",
        "body": "Run /copy-check on any draft:\n\n#CheckPass?1Does the headline pass the \"so what?\" test?2Is the reader's #1 objection addressed?3Can a 12-year-old understand it?4Is there ONE clear CTA per section?5Does it lead with benefit, not feature?6Would you stop scrolling for this?7Is every sentence earning its place?8Does it sound like a human wrote it?\n\nScore: X/8. Below 6 = rewrite before publishing."
      },
      {
        "title": "Phase 1: Research Before Writing",
        "body": "Never write cold. Every piece of copy starts with research."
      },
      {
        "title": "Customer Voice Mining",
        "body": "Where to find real language your audience uses:\n\nSourceWhat to extractPriorityAmazon reviews (competing products)Frustrations, desired outcomes, exact phrases🔴 HighReddit/forums in your nicheProblems described in their own words🔴 HighSupport tickets / chat logsCommon questions, confusion points, language🔴 HighSales call transcriptsObjections, decision triggers, deal-breakers🔴 HighCompetitor landing pagesClaims, positioning, gaps they miss🟡 MediumSocial comments on competitor postsComplaints, wishes, unmet needs🟡 MediumSurvey responsesSelf-described goals and frustrations🟡 Medium"
      },
      {
        "title": "Voice-of-Customer Brief",
        "body": "audience:\n  who: \"[specific person, not demographic]\"\n  current_state: \"[what life/work looks like now]\"\n  desired_state: \"[what they want it to look like]\"\n  biggest_frustration: \"[in their exact words]\"\n  trigger_event: \"[what makes them search for a solution NOW]\"\n\nmessaging:\n  primary_desire: \"[the one outcome they'd pay anything for]\"\n  top_3_objections:\n    - \"[objection 1 — in their language]\"\n    - \"[objection 2]\"\n    - \"[objection 3]\"\n  proof_they_need: \"[what evidence would convince them]\"\n  words_they_use: [\"[exact phrases from research]\"]\n  words_to_avoid: [\"[jargon, corporate speak they hate]\"]"
      },
      {
        "title": "Awareness Level Assessment",
        "body": "Every reader sits at one of 5 levels. Your copy must match:\n\nLevelThey know...Your jobLead withUnawareNothing about the problemAgitate the problemStory / pattern interruptProblem-awareThey have a problemShow a solution existsEmpathy + \"there's a better way\"Solution-awareSolutions existWhy YOUR solutionDifferentiation + proofProduct-awareYour productWhy NOWOffer + urgency + risk reversalMost-awareEverythingJust the dealPrice + CTA + deadline\n\nRule: Most copy fails because it's written for the wrong awareness level."
      },
      {
        "title": "Phase 2: Headline Engineering",
        "body": "The headline does 80% of the work. If nobody reads past it, nothing else matters."
      },
      {
        "title": "8 Headline Formulas That Work",
        "body": "#FormulaExample1How to [desired outcome] without [pain]\"How to double your revenue without hiring another sales rep\"2[Number] [things] that [benefit]\"7 email subject lines that get 40%+ open rates\"3The [adjective] way to [outcome]\"The laziest way to build a 6-figure newsletter\"4Why [common belief] is wrong\"Why 'more content' is killing your conversion rate\"5[Do thing] like [aspirational identity]\"Write proposals like a top-1% closer\"6[Specific result] in [timeframe]\"First paying customer in 14 days\"7Stop [mistake]. Start [better thing].\"Stop guessing your pricing. Start using data.\"8What [authoritative group] knows about [topic]\"What top SaaS founders know about churn that you don't\""
      },
      {
        "title": "Headline Quality Test",
        "body": "Score each headline 1-5 on:\n\nDimension1 (Weak)5 (Strong)SpecificityVague promiseExact number/resultCuriosityPredictable\"I need to know more\"RelevanceGenericSpeaks to MY situationClarityConfusingInstantly understoodUrgency\"Whenever\"\"I need this now\"\n\nTotal ≥ 20 = publish. 15-19 = tweak. Below 15 = rewrite."
      },
      {
        "title": "Headline Anti-Patterns",
        "body": "❌ Clever puns nobody gets\n❌ Questions the reader answers \"no\" to\n❌ Longer than 12 words (for ads/emails)\n❌ Leading with your company name\n❌ Using \"we\" instead of \"you\""
      },
      {
        "title": "PAS — Problem, Agitation, Solution",
        "body": "Best for: email, short-form, ads, social posts.\n\n[PROBLEM] — Name the specific pain they feel right now.\n[AGITATION] — Twist the knife. What happens if they don't fix it? What's it costing them?\n[SOLUTION] — Here's how to fix it. Introduce your product/service.\n\nExample:\n\nYour sales team spends 3 hours a day on manual data entry. (Problem)\nThat's 15 hours a week per rep — $78,000/year in lost selling time across a 10-person team. Your competitors automated this last quarter. (Agitation)\nSalesFlow syncs your CRM in real-time. Zero manual entry. Your reps sell; the system handles the rest. (Solution)"
      },
      {
        "title": "AIDA — Attention, Interest, Desire, Action",
        "body": "Best for: landing pages, sales pages, long-form.\n\nStageJobTechniqueAttentionStop the scrollBold claim, surprising stat, pattern interruptInterestKeep them readingStory, empathy, \"me too\" momentDesireMake them want itBenefits, social proof, future pacingActionGet the clickClear CTA, urgency, risk reversal"
      },
      {
        "title": "BAB — Before, After, Bridge",
        "body": "Best for: case studies, testimonials, transformation stories.\n\n[BEFORE] — Paint their current painful reality.\n[AFTER] — Show the transformed state they want.\n[BRIDGE] — Your product/service is the bridge between the two."
      },
      {
        "title": "4U Framework — Urgent, Unique, Ultra-specific, Useful",
        "body": "Best for: headlines, subject lines, CTAs. Score each element 1-4."
      },
      {
        "title": "PASTOR — Problem, Amplify, Story, Testimony, Offer, Response",
        "body": "Best for: long-form sales pages, webinar scripts, VSLs.\n\nProblem: Name it in their words\nAmplify: What happens if they ignore it (emotional + financial cost)\nStory: Your/client's journey through the same problem\nTestimony: Social proof from people like them\nOffer: Present the solution with clear value stack\nResponse: Tell them exactly what to do next"
      },
      {
        "title": "Landing Pages",
        "body": "Structure (top to bottom):\n\nHero section: Headline + subhead + CTA + hero image\nProblem section: 3 pain points with empathy\nSolution section: How it works (3 steps max)\nBenefits section: Feature → Benefit → Proof for top 3-5 features\nSocial proof: Testimonials, logos, numbers\nObjection handling: FAQ addressing top 3 concerns\nFinal CTA: Restate value prop + urgency + risk reversal\n\nLanding page rules:\n\nOne page = one goal = one CTA (repeated 3+ times)\nAbove the fold: headline, subhead, CTA, visual. Nothing else.\nFeature → Benefit translation: \"We have X\" → \"You get Y, which means Z\"\nRemove navigation (reduce exit points)\nSocial proof near every CTA\nPage load < 3 seconds\n\nConversion benchmarks:\n\nTraffic sourceGoodGreatCold ads3-5%8%+Email list10-15%25%+Organic/SEO5-8%12%+Referral8-12%20%+"
      },
      {
        "title": "Email Copy",
        "body": "Subject line formulas:\n\nTypeFormulaExampleCuriosity gap\"[partial reveal]...\"\"The pricing mistake that cost us $47K...\"Direct benefit\"How to [get result]\"\"How to close 3x more deals this month\"Social proof\"[Name/company] did [result]\"\"How Stripe grew 10x with one email change\"Urgency\"[Deadline] for [thing]\"\"Last day for early-bird pricing\"Personal\"Quick question, [name]\"\"Quick question, Sarah\"\n\nEmail body rules:\n\nFirst line = hook (never \"I hope this email finds you well\")\nOne idea per email\nWrite at 5th-grade reading level\nCTA button + text link (both)\nP.S. line gets read — put your best hook or proof there\nMobile-first: short paragraphs, 1-3 sentences each"
      },
      {
        "title": "Ad Copy (Facebook / Google / LinkedIn)",
        "body": "Facebook/Instagram ad structure:\n\n[Hook — 1 line that stops the scroll]\n[Problem — 1-2 lines of empathy]\n[Solution — what you offer, 1-2 lines]\n[Proof — one specific result or testimonial]\n[CTA — clear next step with low friction]\n\nGoogle Search ads:\n\nHeadline 1: Include exact search keyword\nHeadline 2: Benefit or differentiator\nHeadline 3: CTA or trust signal\nDescription: Address the intent behind the search, not just the keyword\n\nLinkedIn ad rules:\n\nProfessional tone but not corporate\nLead with industry-specific insight\nUse \"you\" more than \"we\"\nStats outperform stories on LinkedIn"
      },
      {
        "title": "UX Copy",
        "body": "Microcopy decision table:\n\nElementPatternExampleButtonsVerb + Object\"Save Changes\", \"Start Trial\"ErrorsWhat happened + How to fix\"Email already registered. Try logging in?\"Empty statesWhat goes here + How to start\"No projects yet. Create your first one.\"LoadingWhat's happening + Expectation\"Generating your report... about 10 seconds.\"SuccessWhat happened + Next step\"Payment confirmed! Check your email for receipt.\"ConfirmationConsequence + Escape hatch\"Delete this project? This can't be undone. [Cancel] [Delete]\"TooltipsOne sentence max\"Your display name visible to other members.\"Placeholder textExample format, not label\"jane@company.com\" not \"Enter your email\"404 pageEmpathy + Direction\"Page not found. Try searching or go home.\"OnboardingBenefit of completing step\"Add your logo so clients see your brand.\"\n\nUX writing rules:\n\nLead with the verb\nNo double negatives\nFront-load the important word\nSame word = same meaning everywhere (consistency)\nError messages: never blame the user"
      },
      {
        "title": "Sales Pages (Long-Form)",
        "body": "Sales page blueprint (PASTOR extended):\n\nPattern interrupt headline (curiosity + specificity)\nOpening story (relatable struggle → discovery → transformation)\nProblem amplification (emotional + financial cost of inaction)\nThe \"aha\" moment (insight that makes your solution inevitable)\nSolution introduction (what it is, how it works, why it's different)\nValue stack (everything they get — list each component with value)\nSocial proof block (3-5 testimonials with specific results)\nObjection crusher (FAQ with embedded selling)\nRisk reversal (guarantee with specific terms)\nUrgency/scarcity (real deadline or limited availability)\nFinal CTA (restate transformation + exact next step)\nP.S. (restate biggest benefit + guarantee + deadline)"
      },
      {
        "title": "Video Scripts (VSL / YouTube)",
        "body": "Hook formula (first 5 seconds):\n\n[Surprising claim or result] + [Why you should keep watching]\n\"We went from 0 to $1M ARR in 9 months using a system most founders ignore. Here's the framework.\"\n\nVSL structure:\n\nHook (0-15 sec): Bold claim + qualify viewer\nProblem (15-60 sec): Their situation, what they've tried, why it failed\nStory (1-3 min): Your journey through same problem\nSolution (3-5 min): The framework/system (teach, don't pitch)\nProof (5-6 min): Case studies, screenshots, testimonials\nOffer (6-7 min): What they get, what it's worth, what they pay\nCTA (7-8 min): Exactly what to do next + urgency"
      },
      {
        "title": "Feature → Benefit → \"So What\" Chain",
        "body": "Never stop at the feature. Go 3 levels deep:\n\nLevelQuestionExampleFeatureWhat is it?\"AI-powered email sorting\"BenefitWhat does it do for me?\"Saves you 45 minutes every morning\"So WhatWhy does that matter?\"That's 15 extra hours a month to close deals instead of managing inbox\"\n\nRule: Always write at the \"So What\" level."
      },
      {
        "title": "Social Proof Hierarchy",
        "body": "Most persuasive → least persuasive:\n\nSpecific results — \"$47K in 30 days\" beats \"great results\"\nNamed testimonials with photo — Real people > anonymous quotes\nLogos of recognizable companies — \"Trusted by Stripe, Notion, Linear\"\nNumbers at scale — \"12,847 teams use this\" (odd numbers feel more real)\nMedia mentions — \"Featured in TechCrunch\"\nCertifications / awards — SOC2, G2 badges\nGeneric quotes — \"This is amazing!\" (weakest — avoid if possible)"
      },
      {
        "title": "Objection Handling in Copy",
        "body": "Objection TypeCopy TechniqueExample\"Too expensive\"Reframe as cost of inaction\"A single missed deal costs more than a year of this tool\"\"Don't have time\"Show time savings\"Setup takes 7 minutes. Most users save 2 hours/week by day 3\"\"We already have something\"Differentiate + switching cost is low\"Import your existing data in one click\"\"Not sure it works\"Risk reversal + proof\"60-day guarantee. Plus, here's what [similar company] achieved\"\"Need to ask my boss\"Give them ammo\"Here's a one-page business case to share with your team\"\"I'll do it later\"Urgency + future cost\"Every week you wait costs ~$2,400 in manual work\""
      },
      {
        "title": "Power Words by Emotion",
        "body": "EmotionWordsUrgencyNow, today, limited, deadline, before, expires, last chanceTrustGuaranteed, proven, secure, certified, verified, backedCuriositySecret, hidden, little-known, surprising, discover, revealExclusivityMembers-only, invitation, insider, private, handpickedValueFree, save, bonus, extra, included, no-cost, complimentaryAchievementMaster, unlock, dominate, breakthrough, elite, accelerate"
      },
      {
        "title": "Words to Cut",
        "body": "RemoveReplace withWhy\"Very\"Stronger adjective\"Very good\" → \"excellent\"\"Really\"NothingDead weight\"In order to\"\"To\"3 words → 1\"I think\" / \"I believe\"State directlyWeakens authority\"Leverage\"\"Use\"Corporate jargon\"Utilize\"\"Use\"Same\"Streamline\"Be specificWhat does it actually do?\"Best-in-class\"Prove itClaims without proof = noise\"Cutting-edge\"Describe the innovationShow, don't label"
      },
      {
        "title": "Voice Definition Template",
        "body": "brand_voice:\n  personality: \"[3 adjectives — e.g., bold, clear, warm]\"\n  \n  we_are:\n    - \"[trait 1 with example]\"\n    - \"[trait 2 with example]\"\n    - \"[trait 3 with example]\"\n  \n  we_are_not:\n    - \"[anti-trait 1 with example]\"\n    - \"[anti-trait 2 with example]\"\n    - \"[anti-trait 3 with example]\"\n  \n  tone_spectrum:\n    formal_casual: 7  # 1=corporate, 10=slang\n    serious_playful: 6  # 1=grave, 10=goofy\n    technical_simple: 4  # 1=jargon-heavy, 10=ELI5\n    reserved_enthusiastic: 7  # 1=muted, 10=exclamation marks\n  \n  vocabulary:\n    always_use: [\"build\", \"ship\", \"grow\", \"earn\"]\n    never_use: [\"synergy\", \"leverage\", \"holistic\", \"paradigm\"]\n    our_terms:\n      - internal: \"user\" → our_word: \"builder\"\n      - internal: \"subscription\" → our_word: \"membership\"\n  \n  punctuation:\n    contractions: true  # \"we're\" not \"we are\"\n    exclamation_marks: \"sparingly — max 1 per page\"\n    em_dashes: \"yes — for emphasis and asides\"\n    oxford_comma: true"
      },
      {
        "title": "Voice Consistency Checker",
        "body": "Run on any draft:\n\n#CheckPass?1Uses approved vocabulary?2Matches tone spectrum (±1 point)?3No banned words?4Consistent with \"we are / we are not\"?5Punctuation follows guide?6Could be read aloud naturally?7Sounds like the same person across all sections?"
      },
      {
        "title": "The 3-Pass Edit",
        "body": "PassFocusMethod1. MeaningIs the message right?Read as if you know nothing about the product2. FlowDoes it read smoothly?Read aloud — where do you stumble?3. TrimIs every word earning its place?Cut 20-30% of word count"
      },
      {
        "title": "Copy Tightening Techniques",
        "body": "BeforeAfterTechnique\"We are in the process of building\"\"We're building\"Kill gerunds\"There are many reasons why\"\"Here's why\"Cut throat-clearing\"It is important to note that\"[delete]Remove qualifiers\"Our product helps you to be able to\"\"Our product lets you\"Direct verb\"A total of 47 customers\"\"47 customers\"Drop filler\"At this point in time\"\"Now\"Plain English\"Due to the fact that\"\"Because\"Simplify"
      },
      {
        "title": "Readability Targets",
        "body": "MediumGrade levelSentence lengthSocial media5th grade8-12 wordsEmail6th-8th grade10-15 wordsLanding page7th-8th grade12-18 wordsBlog post8th-9th grade15-20 wordsTechnical docs10th-12th grade18-25 words"
      },
      {
        "title": "AI Copy Detection & Humanization",
        "body": "Signs your copy sounds AI-generated:\n\nStarts with \"In today's fast-paced world\"\nUses \"leverage\", \"streamline\", \"revolutionize\"\nLists exactly 3 things every time (rule of three)\nEm-dash overuse\n\"It's important to note that...\"\nVague attributions (\"experts say\", \"many believe\")\nPerfect parallel structure in every list\nNo contractions\n\nFix: Read it aloud. Would a smart friend say this at a bar? If not, rewrite."
      },
      {
        "title": "CTA Writing Rules",
        "body": "RuleBadGoodVerb + benefit\"Submit\"\"Get My Free Report\"First person\"Start your trial\"\"Start my free trial\"Reduce friction\"Buy now\"\"Try free for 14 days\"Create continuity\"Sign up\"\"Continue to checkout\"Match awareness\"Learn more\" (aware)\"See pricing\" (ready)"
      },
      {
        "title": "CTA Placement Strategy",
        "body": "After every major section (not just at the bottom)\nImmediately after social proof\nAfter addressing an objection\nIn hero section (above the fold)\nFloating/sticky on long pages\nRule: Minimum 3 CTAs on any page longer than 2 screens"
      },
      {
        "title": "Pricing Page Copy",
        "body": "ElementCopy rulePlan namesDescribe the customer, not the plan (\"Starter\" → \"Solo Creator\")Feature listsBenefits, not features (\"500GB storage\" → \"Never worry about running out of space\")Recommended planVisual highlight + \"Most Popular\" badgeAnnual vs monthlyShow savings as $ amount, not %GuaranteeBelow pricing, not buried in FAQSocial proofRight next to the buy button"
      },
      {
        "title": "A/B Testing Copy Elements",
        "body": "Priority order (highest impact first):\n\nHeadlines (test first, always)\nCTA button text\nSocial proof placement/format\nHero section subhead\nPricing page plan names\nEmail subject lines\nBody copy structure\n\nMinimum sample: 1,000 visitors or 100 conversions per variant before calling a winner."
      },
      {
        "title": "Welcome Email Template",
        "body": "Subject: You're in — here's your first win\n\n[First name],\n\nWelcome to [product].\n\nThe fastest way to see results:\n\n1. [First action — takes 2 minutes]\n2. [Second action — shows immediate value]\n3. [Third action — \"aha\" moment]\n\nMost [product] users see [specific result] within [timeframe].\n\nIf you get stuck, reply to this email. A human reads every one.\n\n[Signature]\n\nP.S. [One bonus tip or resource link]"
      },
      {
        "title": "Cold Outreach Template (B2B)",
        "body": "Subject: [Specific observation about their company]\n\nHey [name],\n\nNoticed [specific thing — recent hire, product launch, job posting].\n\nThat usually means [educated guess about their challenge].\n\nWe helped [similar company] [specific result] by [method in one sentence].\n\nWorth a 15-minute call to see if it fits?\n\n[Signature]"
      },
      {
        "title": "Testimonial Request Template",
        "body": "Subject: Quick favor? (takes 2 min)\n\nHey [name],\n\nLoved hearing that [specific result they mentioned].\n\nWould you mind sharing that as a quick testimonial? Here's a format that makes it easy:\n\n- What were you struggling with before?\n- What result did you get?\n- What would you say to someone considering [product]?\n\nEven 2-3 sentences would be incredible.\n\n[Signature]"
      },
      {
        "title": "Feature Announcement Template",
        "body": "Subject: [New feature] is live — here's why it matters\n\n[First name],\n\nYou asked for [thing]. We built it.\n\n[Feature name] lets you [benefit in one sentence].\n\nHere's what changes:\n- [Before]: [old painful way]\n- [After]: [new easy way]\n\n[Screenshot or GIF]\n\n[CTA: Try it now]\n\n[Signature]"
      },
      {
        "title": "Phase 10: Copy Scoring Rubric",
        "body": "Rate any piece of copy 0-100:\n\nDimensionWeight0-2 (Weak)3-4 (Solid)5 (Exceptional)Clarity20%Confusing, jargon-heavyClear to target audienceCrystal clear to anyoneSpecificity15%Vague claimsSome numbers/detailsPrecise, verifiable claimsPersuasion15%Lists featuresConnects to benefits\"So What\" chain on every pointVoice15%Generic / AI-soundingConsistent, on-brandDistinctive, memorableStructure10%Wall of textGood flow with headersPerfect progressive disclosureCTA Strength10%\"Submit\"Clear next stepIrresistible with friction removedSocial Proof10%None or genericPresent and relevantSpecific results from similar buyersObjection Handling5%Ignores concernsAddresses top objectionPre-empts all major objections\n\nScoring: 85+ = publish. 70-84 = one more edit pass. Below 70 = significant rewrite needed."
      },
      {
        "title": "SaaS Copy",
        "body": "Lead with the metric they care about (MRR, churn rate, time saved)\nUse \"your team\" not \"users\" — B2B buyers picture their team\nCompetitor comparison tables work (be honest, highlight your strengths)\nFree trial > demo request for products under $500/mo\nSecurity/compliance badges matter — put them near CTAs"
      },
      {
        "title": "Ecommerce Copy",
        "body": "Product descriptions: benefits first, specs second\nUse sensory language (\"buttery-soft leather\" not \"high-quality material\")\nUrgency: stock levels, shipping deadlines, limited runs\nSize/fit guides reduce returns — invest in clear copy here\nReviews with photos > star ratings alone"
      },
      {
        "title": "Professional Services Copy",
        "body": "Credibility first: years of experience, case results, credentials\nAddress the \"do I need this?\" question before \"why you?\"\nProcess transparency: show exactly what happens after they hire you\nUse \"when\" not \"if\" — assume the engagement: \"when we start your project\""
      },
      {
        "title": "Healthcare / Regulated Copy",
        "body": "Compliance first — no unsubstantiated claims\nEmpathy + authority: \"We understand [condition] because [credential]\"\nClear disclaimers without burying them\nAccessibility: plain language, alt text, screen-reader friendly"
      },
      {
        "title": "Storytelling in Copy",
        "body": "Micro-story formula (50-100 words):\n\n[Character with relatable problem] → [Tried common solution, failed] → [Discovered different approach] → [Specific result]\n\nWhen to use stories: Opening hooks, case studies, \"about us\" sections, testimonial framing, email openers."
      },
      {
        "title": "Anchoring",
        "body": "Set a high reference point before revealing your price:\n\n\"Companies spend $50,000/year on this manually. Our tool costs $299/month.\"\n\"A single missed deal costs $15,000. This training is $497.\""
      },
      {
        "title": "Future Pacing",
        "body": "Help the reader imagine life after buying:\n\n\"Imagine opening your laptop Monday morning and seeing...\"\n\"Six months from now, your team will...\"\n\"Picture this: you wake up to 3 new leads already qualified...\""
      },
      {
        "title": "Pattern Interrupts",
        "body": "Break expected copy patterns to re-engage attention:\n\nOne-word paragraphs: \"Stop.\"\nDirect questions mid-flow: \"Still with me?\"\nUnexpected honesty: \"This product isn't for everyone.\"\nFormat breaks: bold a single word in a long paragraph"
      },
      {
        "title": "Scarcity & Urgency (Ethical)",
        "body": "Ethical ✅Unethical ❌Real deadline (cohort closes Friday)Fake countdown timersLimited capacity (we take 5 clients/month)\"Only 2 left!\" (lie)Early-bird pricing with end datePerpetual \"sale\" pricingBeta pricing grandfathered inHidden price increases"
      },
      {
        "title": "Common Copy Mistakes",
        "body": "#MistakeFix1Writing about yourself instead of the readerCtrl+F \"we/our\" — flip to \"you/your\"2Features without benefitsAdd \"which means...\" after every feature3No clear CTAOne CTA per section, specific verb + benefit4Burying the leadMove your best point to the first line5Too many ideas per page/emailOne message. One CTA. One goal.6Weak headlineWrite 25 variations, pick the best7No social proofAdd before publishing — even one testimonial helps8Corporate jargonRead aloud test: would a friend say this?9Ignoring mobile readersShort paragraphs, big buttons, scannable headers10Never testingA/B test headlines first, then CTAs"
      },
      {
        "title": "Natural Language Commands",
        "body": "CommandWhat it does/copy-checkRun the 8-point health check on a draft/headline [topic]Generate 10 headline options with scoring/rewrite [text]Tighten and improve existing copy/email [type] [topic]Draft email using appropriate framework/landing-page [product]Generate full landing page copy structure/ad [platform] [product]Write platform-specific ad copy/ux [element] [context]Write microcopy for specific UI element/voice-check [text]Check copy against brand voice definition/objection [concern]Write objection-handling copy/testimonial-requestGenerate testimonial collection email/score [text]Score copy on 0-100 rubric/swipe [type]Get a ready-to-adapt template\n\nBuilt by AfrexAI — AI agent skills that actually work."
      }
    ],
    "body": "Copywriting Mastery\n\nComplete copywriting system — from research to revision. Write copy that converts for landing pages, emails, ads, UX, sales pages, video scripts, and any user-facing text.\n\nQuick Copy Health Check\n\nRun /copy-check on any draft:\n\n#\tCheck\tPass?\n1\tDoes the headline pass the \"so what?\" test?\t\n2\tIs the reader's #1 objection addressed?\t\n3\tCan a 12-year-old understand it?\t\n4\tIs there ONE clear CTA per section?\t\n5\tDoes it lead with benefit, not feature?\t\n6\tWould you stop scrolling for this?\t\n7\tIs every sentence earning its place?\t\n8\tDoes it sound like a human wrote it?\t\n\nScore: X/8. Below 6 = rewrite before publishing.\n\nPhase 1: Research Before Writing\n\nNever write cold. Every piece of copy starts with research.\n\nCustomer Voice Mining\n\nWhere to find real language your audience uses:\n\nSource\tWhat to extract\tPriority\nAmazon reviews (competing products)\tFrustrations, desired outcomes, exact phrases\t🔴 High\nReddit/forums in your niche\tProblems described in their own words\t🔴 High\nSupport tickets / chat logs\tCommon questions, confusion points, language\t🔴 High\nSales call transcripts\tObjections, decision triggers, deal-breakers\t🔴 High\nCompetitor landing pages\tClaims, positioning, gaps they miss\t🟡 Medium\nSocial comments on competitor posts\tComplaints, wishes, unmet needs\t🟡 Medium\nSurvey responses\tSelf-described goals and frustrations\t🟡 Medium\nVoice-of-Customer Brief\naudience:\n  who: \"[specific person, not demographic]\"\n  current_state: \"[what life/work looks like now]\"\n  desired_state: \"[what they want it to look like]\"\n  biggest_frustration: \"[in their exact words]\"\n  trigger_event: \"[what makes them search for a solution NOW]\"\n\nmessaging:\n  primary_desire: \"[the one outcome they'd pay anything for]\"\n  top_3_objections:\n    - \"[objection 1 — in their language]\"\n    - \"[objection 2]\"\n    - \"[objection 3]\"\n  proof_they_need: \"[what evidence would convince them]\"\n  words_they_use: [\"[exact phrases from research]\"]\n  words_to_avoid: [\"[jargon, corporate speak they hate]\"]\n\nAwareness Level Assessment\n\nEvery reader sits at one of 5 levels. Your copy must match:\n\nLevel\tThey know...\tYour job\tLead with\nUnaware\tNothing about the problem\tAgitate the problem\tStory / pattern interrupt\nProblem-aware\tThey have a problem\tShow a solution exists\tEmpathy + \"there's a better way\"\nSolution-aware\tSolutions exist\tWhy YOUR solution\tDifferentiation + proof\nProduct-aware\tYour product\tWhy NOW\tOffer + urgency + risk reversal\nMost-aware\tEverything\tJust the deal\tPrice + CTA + deadline\n\nRule: Most copy fails because it's written for the wrong awareness level.\n\nPhase 2: Headline Engineering\n\nThe headline does 80% of the work. If nobody reads past it, nothing else matters.\n\n8 Headline Formulas That Work\n#\tFormula\tExample\n1\tHow to [desired outcome] without [pain]\t\"How to double your revenue without hiring another sales rep\"\n2\t[Number] [things] that [benefit]\t\"7 email subject lines that get 40%+ open rates\"\n3\tThe [adjective] way to [outcome]\t\"The laziest way to build a 6-figure newsletter\"\n4\tWhy [common belief] is wrong\t\"Why 'more content' is killing your conversion rate\"\n5\t[Do thing] like [aspirational identity]\t\"Write proposals like a top-1% closer\"\n6\t[Specific result] in [timeframe]\t\"First paying customer in 14 days\"\n7\tStop [mistake]. Start [better thing].\t\"Stop guessing your pricing. Start using data.\"\n8\tWhat [authoritative group] knows about [topic]\t\"What top SaaS founders know about churn that you don't\"\nHeadline Quality Test\n\nScore each headline 1-5 on:\n\nDimension\t1 (Weak)\t5 (Strong)\nSpecificity\tVague promise\tExact number/result\nCuriosity\tPredictable\t\"I need to know more\"\nRelevance\tGeneric\tSpeaks to MY situation\nClarity\tConfusing\tInstantly understood\nUrgency\t\"Whenever\"\t\"I need this now\"\n\nTotal ≥ 20 = publish. 15-19 = tweak. Below 15 = rewrite.\n\nHeadline Anti-Patterns\n❌ Clever puns nobody gets\n❌ Questions the reader answers \"no\" to\n❌ Longer than 12 words (for ads/emails)\n❌ Leading with your company name\n❌ Using \"we\" instead of \"you\"\nPhase 3: Core Copy Frameworks\nPAS — Problem, Agitation, Solution\n\nBest for: email, short-form, ads, social posts.\n\n[PROBLEM] — Name the specific pain they feel right now.\n[AGITATION] — Twist the knife. What happens if they don't fix it? What's it costing them?\n[SOLUTION] — Here's how to fix it. Introduce your product/service.\n\n\nExample:\n\nYour sales team spends 3 hours a day on manual data entry. (Problem)\n\nThat's 15 hours a week per rep — $78,000/year in lost selling time across a 10-person team. Your competitors automated this last quarter. (Agitation)\n\nSalesFlow syncs your CRM in real-time. Zero manual entry. Your reps sell; the system handles the rest. (Solution)\n\nAIDA — Attention, Interest, Desire, Action\n\nBest for: landing pages, sales pages, long-form.\n\nStage\tJob\tTechnique\nAttention\tStop the scroll\tBold claim, surprising stat, pattern interrupt\nInterest\tKeep them reading\tStory, empathy, \"me too\" moment\nDesire\tMake them want it\tBenefits, social proof, future pacing\nAction\tGet the click\tClear CTA, urgency, risk reversal\nBAB — Before, After, Bridge\n\nBest for: case studies, testimonials, transformation stories.\n\n[BEFORE] — Paint their current painful reality.\n[AFTER] — Show the transformed state they want.\n[BRIDGE] — Your product/service is the bridge between the two.\n\n4U Framework — Urgent, Unique, Ultra-specific, Useful\n\nBest for: headlines, subject lines, CTAs. Score each element 1-4.\n\nPASTOR — Problem, Amplify, Story, Testimony, Offer, Response\n\nBest for: long-form sales pages, webinar scripts, VSLs.\n\nProblem: Name it in their words\nAmplify: What happens if they ignore it (emotional + financial cost)\nStory: Your/client's journey through the same problem\nTestimony: Social proof from people like them\nOffer: Present the solution with clear value stack\nResponse: Tell them exactly what to do next\n\nPhase 4: Copy by Medium\nLanding Pages\n\nStructure (top to bottom):\n\nHero section: Headline + subhead + CTA + hero image\nProblem section: 3 pain points with empathy\nSolution section: How it works (3 steps max)\nBenefits section: Feature → Benefit → Proof for top 3-5 features\nSocial proof: Testimonials, logos, numbers\nObjection handling: FAQ addressing top 3 concerns\nFinal CTA: Restate value prop + urgency + risk reversal\n\nLanding page rules:\n\nOne page = one goal = one CTA (repeated 3+ times)\nAbove the fold: headline, subhead, CTA, visual. Nothing else.\nFeature → Benefit translation: \"We have X\" → \"You get Y, which means Z\"\nRemove navigation (reduce exit points)\nSocial proof near every CTA\nPage load < 3 seconds\n\nConversion benchmarks:\n\nTraffic source\tGood\tGreat\nCold ads\t3-5%\t8%+\nEmail list\t10-15%\t25%+\nOrganic/SEO\t5-8%\t12%+\nReferral\t8-12%\t20%+\nEmail Copy\n\nSubject line formulas:\n\nType\tFormula\tExample\nCuriosity gap\t\"[partial reveal]...\"\t\"The pricing mistake that cost us $47K...\"\nDirect benefit\t\"How to [get result]\"\t\"How to close 3x more deals this month\"\nSocial proof\t\"[Name/company] did [result]\"\t\"How Stripe grew 10x with one email change\"\nUrgency\t\"[Deadline] for [thing]\"\t\"Last day for early-bird pricing\"\nPersonal\t\"Quick question, [name]\"\t\"Quick question, Sarah\"\n\nEmail body rules:\n\nFirst line = hook (never \"I hope this email finds you well\")\nOne idea per email\nWrite at 5th-grade reading level\nCTA button + text link (both)\nP.S. line gets read — put your best hook or proof there\nMobile-first: short paragraphs, 1-3 sentences each\nAd Copy (Facebook / Google / LinkedIn)\n\nFacebook/Instagram ad structure:\n\n[Hook — 1 line that stops the scroll]\n[Problem — 1-2 lines of empathy]\n[Solution — what you offer, 1-2 lines]\n[Proof — one specific result or testimonial]\n[CTA — clear next step with low friction]\n\n\nGoogle Search ads:\n\nHeadline 1: Include exact search keyword\nHeadline 2: Benefit or differentiator\nHeadline 3: CTA or trust signal\nDescription: Address the intent behind the search, not just the keyword\n\nLinkedIn ad rules:\n\nProfessional tone but not corporate\nLead with industry-specific insight\nUse \"you\" more than \"we\"\nStats outperform stories on LinkedIn\nUX Copy\n\nMicrocopy decision table:\n\nElement\tPattern\tExample\nButtons\tVerb + Object\t\"Save Changes\", \"Start Trial\"\nErrors\tWhat happened + How to fix\t\"Email already registered. Try logging in?\"\nEmpty states\tWhat goes here + How to start\t\"No projects yet. Create your first one.\"\nLoading\tWhat's happening + Expectation\t\"Generating your report... about 10 seconds.\"\nSuccess\tWhat happened + Next step\t\"Payment confirmed! Check your email for receipt.\"\nConfirmation\tConsequence + Escape hatch\t\"Delete this project? This can't be undone. [Cancel] [Delete]\"\nTooltips\tOne sentence max\t\"Your display name visible to other members.\"\nPlaceholder text\tExample format, not label\t\"jane@company.com\" not \"Enter your email\"\n404 page\tEmpathy + Direction\t\"Page not found. Try searching or go home.\"\nOnboarding\tBenefit of completing step\t\"Add your logo so clients see your brand.\"\n\nUX writing rules:\n\nLead with the verb\nNo double negatives\nFront-load the important word\nSame word = same meaning everywhere (consistency)\nError messages: never blame the user\nSales Pages (Long-Form)\n\nSales page blueprint (PASTOR extended):\n\nPattern interrupt headline (curiosity + specificity)\nOpening story (relatable struggle → discovery → transformation)\nProblem amplification (emotional + financial cost of inaction)\nThe \"aha\" moment (insight that makes your solution inevitable)\nSolution introduction (what it is, how it works, why it's different)\nValue stack (everything they get — list each component with value)\nSocial proof block (3-5 testimonials with specific results)\nObjection crusher (FAQ with embedded selling)\nRisk reversal (guarantee with specific terms)\nUrgency/scarcity (real deadline or limited availability)\nFinal CTA (restate transformation + exact next step)\nP.S. (restate biggest benefit + guarantee + deadline)\nVideo Scripts (VSL / YouTube)\n\nHook formula (first 5 seconds):\n\n[Surprising claim or result] + [Why you should keep watching]\n\"We went from 0 to $1M ARR in 9 months using a system most founders ignore. Here's the framework.\"\n\n\nVSL structure:\n\nHook (0-15 sec): Bold claim + qualify viewer\nProblem (15-60 sec): Their situation, what they've tried, why it failed\nStory (1-3 min): Your journey through same problem\nSolution (3-5 min): The framework/system (teach, don't pitch)\nProof (5-6 min): Case studies, screenshots, testimonials\nOffer (6-7 min): What they get, what it's worth, what they pay\nCTA (7-8 min): Exactly what to do next + urgency\nPhase 5: Persuasion Techniques\nFeature → Benefit → \"So What\" Chain\n\nNever stop at the feature. Go 3 levels deep:\n\nLevel\tQuestion\tExample\nFeature\tWhat is it?\t\"AI-powered email sorting\"\nBenefit\tWhat does it do for me?\t\"Saves you 45 minutes every morning\"\nSo What\tWhy does that matter?\t\"That's 15 extra hours a month to close deals instead of managing inbox\"\n\nRule: Always write at the \"So What\" level.\n\nSocial Proof Hierarchy\n\nMost persuasive → least persuasive:\n\nSpecific results — \"$47K in 30 days\" beats \"great results\"\nNamed testimonials with photo — Real people > anonymous quotes\nLogos of recognizable companies — \"Trusted by Stripe, Notion, Linear\"\nNumbers at scale — \"12,847 teams use this\" (odd numbers feel more real)\nMedia mentions — \"Featured in TechCrunch\"\nCertifications / awards — SOC2, G2 badges\nGeneric quotes — \"This is amazing!\" (weakest — avoid if possible)\nObjection Handling in Copy\nObjection Type\tCopy Technique\tExample\n\"Too expensive\"\tReframe as cost of inaction\t\"A single missed deal costs more than a year of this tool\"\n\"Don't have time\"\tShow time savings\t\"Setup takes 7 minutes. Most users save 2 hours/week by day 3\"\n\"We already have something\"\tDifferentiate + switching cost is low\t\"Import your existing data in one click\"\n\"Not sure it works\"\tRisk reversal + proof\t\"60-day guarantee. Plus, here's what [similar company] achieved\"\n\"Need to ask my boss\"\tGive them ammo\t\"Here's a one-page business case to share with your team\"\n\"I'll do it later\"\tUrgency + future cost\t\"Every week you wait costs ~$2,400 in manual work\"\nPower Words by Emotion\nEmotion\tWords\nUrgency\tNow, today, limited, deadline, before, expires, last chance\nTrust\tGuaranteed, proven, secure, certified, verified, backed\nCuriosity\tSecret, hidden, little-known, surprising, discover, reveal\nExclusivity\tMembers-only, invitation, insider, private, handpicked\nValue\tFree, save, bonus, extra, included, no-cost, complimentary\nAchievement\tMaster, unlock, dominate, breakthrough, elite, accelerate\nWords to Cut\nRemove\tReplace with\tWhy\n\"Very\"\tStronger adjective\t\"Very good\" → \"excellent\"\n\"Really\"\tNothing\tDead weight\n\"In order to\"\t\"To\"\t3 words → 1\n\"I think\" / \"I believe\"\tState directly\tWeakens authority\n\"Leverage\"\t\"Use\"\tCorporate jargon\n\"Utilize\"\t\"Use\"\tSame\n\"Streamline\"\tBe specific\tWhat does it actually do?\n\"Best-in-class\"\tProve it\tClaims without proof = noise\n\"Cutting-edge\"\tDescribe the innovation\tShow, don't label\nPhase 6: Brand Voice System\nVoice Definition Template\nbrand_voice:\n  personality: \"[3 adjectives — e.g., bold, clear, warm]\"\n  \n  we_are:\n    - \"[trait 1 with example]\"\n    - \"[trait 2 with example]\"\n    - \"[trait 3 with example]\"\n  \n  we_are_not:\n    - \"[anti-trait 1 with example]\"\n    - \"[anti-trait 2 with example]\"\n    - \"[anti-trait 3 with example]\"\n  \n  tone_spectrum:\n    formal_casual: 7  # 1=corporate, 10=slang\n    serious_playful: 6  # 1=grave, 10=goofy\n    technical_simple: 4  # 1=jargon-heavy, 10=ELI5\n    reserved_enthusiastic: 7  # 1=muted, 10=exclamation marks\n  \n  vocabulary:\n    always_use: [\"build\", \"ship\", \"grow\", \"earn\"]\n    never_use: [\"synergy\", \"leverage\", \"holistic\", \"paradigm\"]\n    our_terms:\n      - internal: \"user\" → our_word: \"builder\"\n      - internal: \"subscription\" → our_word: \"membership\"\n  \n  punctuation:\n    contractions: true  # \"we're\" not \"we are\"\n    exclamation_marks: \"sparingly — max 1 per page\"\n    em_dashes: \"yes — for emphasis and asides\"\n    oxford_comma: true\n\nVoice Consistency Checker\n\nRun on any draft:\n\n#\tCheck\tPass?\n1\tUses approved vocabulary?\t\n2\tMatches tone spectrum (±1 point)?\t\n3\tNo banned words?\t\n4\tConsistent with \"we are / we are not\"?\t\n5\tPunctuation follows guide?\t\n6\tCould be read aloud naturally?\t\n7\tSounds like the same person across all sections?\t\nPhase 7: Editing & Revision\nThe 3-Pass Edit\nPass\tFocus\tMethod\n1. Meaning\tIs the message right?\tRead as if you know nothing about the product\n2. Flow\tDoes it read smoothly?\tRead aloud — where do you stumble?\n3. Trim\tIs every word earning its place?\tCut 20-30% of word count\nCopy Tightening Techniques\nBefore\tAfter\tTechnique\n\"We are in the process of building\"\t\"We're building\"\tKill gerunds\n\"There are many reasons why\"\t\"Here's why\"\tCut throat-clearing\n\"It is important to note that\"\t[delete]\tRemove qualifiers\n\"Our product helps you to be able to\"\t\"Our product lets you\"\tDirect verb\n\"A total of 47 customers\"\t\"47 customers\"\tDrop filler\n\"At this point in time\"\t\"Now\"\tPlain English\n\"Due to the fact that\"\t\"Because\"\tSimplify\nReadability Targets\nMedium\tGrade level\tSentence length\nSocial media\t5th grade\t8-12 words\nEmail\t6th-8th grade\t10-15 words\nLanding page\t7th-8th grade\t12-18 words\nBlog post\t8th-9th grade\t15-20 words\nTechnical docs\t10th-12th grade\t18-25 words\nAI Copy Detection & Humanization\n\nSigns your copy sounds AI-generated:\n\nStarts with \"In today's fast-paced world\"\nUses \"leverage\", \"streamline\", \"revolutionize\"\nLists exactly 3 things every time (rule of three)\nEm-dash overuse\n\"It's important to note that...\"\nVague attributions (\"experts say\", \"many believe\")\nPerfect parallel structure in every list\nNo contractions\n\nFix: Read it aloud. Would a smart friend say this at a bar? If not, rewrite.\n\nPhase 8: Conversion Optimization\nCTA Writing Rules\nRule\tBad\tGood\nVerb + benefit\t\"Submit\"\t\"Get My Free Report\"\nFirst person\t\"Start your trial\"\t\"Start my free trial\"\nReduce friction\t\"Buy now\"\t\"Try free for 14 days\"\nCreate continuity\t\"Sign up\"\t\"Continue to checkout\"\nMatch awareness\t\"Learn more\" (aware)\t\"See pricing\" (ready)\nCTA Placement Strategy\nAfter every major section (not just at the bottom)\nImmediately after social proof\nAfter addressing an objection\nIn hero section (above the fold)\nFloating/sticky on long pages\nRule: Minimum 3 CTAs on any page longer than 2 screens\nPricing Page Copy\nElement\tCopy rule\nPlan names\tDescribe the customer, not the plan (\"Starter\" → \"Solo Creator\")\nFeature lists\tBenefits, not features (\"500GB storage\" → \"Never worry about running out of space\")\nRecommended plan\tVisual highlight + \"Most Popular\" badge\nAnnual vs monthly\tShow savings as $ amount, not %\nGuarantee\tBelow pricing, not buried in FAQ\nSocial proof\tRight next to the buy button\nA/B Testing Copy Elements\n\nPriority order (highest impact first):\n\nHeadlines (test first, always)\nCTA button text\nSocial proof placement/format\nHero section subhead\nPricing page plan names\nEmail subject lines\nBody copy structure\n\nMinimum sample: 1,000 visitors or 100 conversions per variant before calling a winner.\n\nPhase 9: Swipe File — Ready-to-Adapt Templates\nWelcome Email Template\nSubject: You're in — here's your first win\n\n[First name],\n\nWelcome to [product].\n\nThe fastest way to see results:\n\n1. [First action — takes 2 minutes]\n2. [Second action — shows immediate value]\n3. [Third action — \"aha\" moment]\n\nMost [product] users see [specific result] within [timeframe].\n\nIf you get stuck, reply to this email. A human reads every one.\n\n[Signature]\n\nP.S. [One bonus tip or resource link]\n\nCold Outreach Template (B2B)\nSubject: [Specific observation about their company]\n\nHey [name],\n\nNoticed [specific thing — recent hire, product launch, job posting].\n\nThat usually means [educated guess about their challenge].\n\nWe helped [similar company] [specific result] by [method in one sentence].\n\nWorth a 15-minute call to see if it fits?\n\n[Signature]\n\nTestimonial Request Template\nSubject: Quick favor? (takes 2 min)\n\nHey [name],\n\nLoved hearing that [specific result they mentioned].\n\nWould you mind sharing that as a quick testimonial? Here's a format that makes it easy:\n\n- What were you struggling with before?\n- What result did you get?\n- What would you say to someone considering [product]?\n\nEven 2-3 sentences would be incredible.\n\n[Signature]\n\nFeature Announcement Template\nSubject: [New feature] is live — here's why it matters\n\n[First name],\n\nYou asked for [thing]. We built it.\n\n[Feature name] lets you [benefit in one sentence].\n\nHere's what changes:\n- [Before]: [old painful way]\n- [After]: [new easy way]\n\n[Screenshot or GIF]\n\n[CTA: Try it now]\n\n[Signature]\n\nPhase 10: Copy Scoring Rubric\n\nRate any piece of copy 0-100:\n\nDimension\tWeight\t0-2 (Weak)\t3-4 (Solid)\t5 (Exceptional)\nClarity\t20%\tConfusing, jargon-heavy\tClear to target audience\tCrystal clear to anyone\nSpecificity\t15%\tVague claims\tSome numbers/details\tPrecise, verifiable claims\nPersuasion\t15%\tLists features\tConnects to benefits\t\"So What\" chain on every point\nVoice\t15%\tGeneric / AI-sounding\tConsistent, on-brand\tDistinctive, memorable\nStructure\t10%\tWall of text\tGood flow with headers\tPerfect progressive disclosure\nCTA Strength\t10%\t\"Submit\"\tClear next step\tIrresistible with friction removed\nSocial Proof\t10%\tNone or generic\tPresent and relevant\tSpecific results from similar buyers\nObjection Handling\t5%\tIgnores concerns\tAddresses top objection\tPre-empts all major objections\n\nScoring: 85+ = publish. 70-84 = one more edit pass. Below 70 = significant rewrite needed.\n\nPhase 11: Industry-Specific Copywriting\nSaaS Copy\nLead with the metric they care about (MRR, churn rate, time saved)\nUse \"your team\" not \"users\" — B2B buyers picture their team\nCompetitor comparison tables work (be honest, highlight your strengths)\nFree trial > demo request for products under $500/mo\nSecurity/compliance badges matter — put them near CTAs\nEcommerce Copy\nProduct descriptions: benefits first, specs second\nUse sensory language (\"buttery-soft leather\" not \"high-quality material\")\nUrgency: stock levels, shipping deadlines, limited runs\nSize/fit guides reduce returns — invest in clear copy here\nReviews with photos > star ratings alone\nProfessional Services Copy\nCredibility first: years of experience, case results, credentials\nAddress the \"do I need this?\" question before \"why you?\"\nProcess transparency: show exactly what happens after they hire you\nUse \"when\" not \"if\" — assume the engagement: \"when we start your project\"\nHealthcare / Regulated Copy\nCompliance first — no unsubstantiated claims\nEmpathy + authority: \"We understand [condition] because [credential]\"\nClear disclaimers without burying them\nAccessibility: plain language, alt text, screen-reader friendly\nPhase 12: Advanced Techniques\nStorytelling in Copy\n\nMicro-story formula (50-100 words):\n\n[Character with relatable problem] → [Tried common solution, failed] → [Discovered different approach] → [Specific result]\n\n\nWhen to use stories: Opening hooks, case studies, \"about us\" sections, testimonial framing, email openers.\n\nAnchoring\n\nSet a high reference point before revealing your price:\n\n\"Companies spend $50,000/year on this manually. Our tool costs $299/month.\"\n\"A single missed deal costs $15,000. This training is $497.\"\nFuture Pacing\n\nHelp the reader imagine life after buying:\n\n\"Imagine opening your laptop Monday morning and seeing...\"\n\"Six months from now, your team will...\"\n\"Picture this: you wake up to 3 new leads already qualified...\"\nPattern Interrupts\n\nBreak expected copy patterns to re-engage attention:\n\nOne-word paragraphs: \"Stop.\"\nDirect questions mid-flow: \"Still with me?\"\nUnexpected honesty: \"This product isn't for everyone.\"\nFormat breaks: bold a single word in a long paragraph\nScarcity & Urgency (Ethical)\nEthical ✅\tUnethical ❌\nReal deadline (cohort closes Friday)\tFake countdown timers\nLimited capacity (we take 5 clients/month)\t\"Only 2 left!\" (lie)\nEarly-bird pricing with end date\tPerpetual \"sale\" pricing\nBeta pricing grandfathered in\tHidden price increases\nCommon Copy Mistakes\n#\tMistake\tFix\n1\tWriting about yourself instead of the reader\tCtrl+F \"we/our\" — flip to \"you/your\"\n2\tFeatures without benefits\tAdd \"which means...\" after every feature\n3\tNo clear CTA\tOne CTA per section, specific verb + benefit\n4\tBurying the lead\tMove your best point to the first line\n5\tToo many ideas per page/email\tOne message. One CTA. One goal.\n6\tWeak headline\tWrite 25 variations, pick the best\n7\tNo social proof\tAdd before publishing — even one testimonial helps\n8\tCorporate jargon\tRead aloud test: would a friend say this?\n9\tIgnoring mobile readers\tShort paragraphs, big buttons, scannable headers\n10\tNever testing\tA/B test headlines first, then CTAs\nNatural Language Commands\nCommand\tWhat it does\n/copy-check\tRun the 8-point health check on a draft\n/headline [topic]\tGenerate 10 headline options with scoring\n/rewrite [text]\tTighten and improve existing copy\n/email [type] [topic]\tDraft email using appropriate framework\n/landing-page [product]\tGenerate full landing page copy structure\n/ad [platform] [product]\tWrite platform-specific ad copy\n/ux [element] [context]\tWrite microcopy for specific UI element\n/voice-check [text]\tCheck copy against brand voice definition\n/objection [concern]\tWrite objection-handling copy\n/testimonial-request\tGenerate testimonial collection email\n/score [text]\tScore copy on 0-100 rubric\n/swipe [type]\tGet a ready-to-adapt template\n\nBuilt by AfrexAI — AI agent skills that actually work."
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    "version": "1.0.0",
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