copywriting

COPYWRITING WORKFLOW

Phase 1: Brief Collection

1. Copy type (see below)
2. Product / offer being promoted
3. Target persona (load from sales-marketing.local.md)
4. Core message: the ONE thing the copy must communicate
5. CTA: what action should the reader take?
6. Constraints: character limits, format, platform specifications
7. Brand voice (load from sales-marketing.local.md)
8. Number of variants required (for A/B testing)

Phase 2: Copy Frameworks (select by format)

EMAIL SUBJECT LINES: Framework 1 -- Specificity: "[Specific outcome] for [Specific persona]" Framework 2 -- Curiosity: "[Unexpected claim or counterintuitive truth]" Framework 3 -- Relevance: "[Company/role] + [their current situation]" Framework 4 -- Urgency (use sparingly): "[Time-bound reason to act]" Framework 5 -- Question: "[Question your prospect is already asking]"

Character limit: 50 characters for mobile display Always produce: 8 variants minimum for A/B testing Always include: 2 variants from each framework (mix approaches)

AD COPY (LinkedIn): Headline: Max 150 characters | Pain or outcome focused | No jargon Body: Max 600 characters | Problem -> Solution -> Proof -> CTA CTA button: [Learn More / Download / Register / Get Started / Contact Us]

Thought Leader Ad (personal profile): Opens like a LinkedIn post -- not an ad. Conversational. First-person. 300-600 characters. Ends with subtle link or CTA in last line.

LANDING PAGE HERO COPY: H1: Outcome statement -- what the visitor gets/becomes Not "Welcome to [Company]" -- always outcome-first H2/subhead: Specific, supporting detail (who it's for, what it does) CTA button: [Specific action, not generic] Good: "Get my free assessment" / "Download the guide" Bad: "Submit" / "Click here" / "Learn more"

VALUE PROPOSITION (positioning statement): Format: "For [target persona] who [have this problem / want this outcome], [Your Company] is the [category] that [core differentiator] unlike [alternative], [your product] [key proof point]."

Phase 3: Copy Variant Generation

For A/B testing, always generate variants that test different ANGLES, not just different words for the same angle.

Test dimensions:

• Pain vs. gain (lead with problem vs. lead with outcome)
• Specific vs. broad (a named example vs. a general claim)
• Rational vs. emotional (ROI vs. risk/fear vs. aspiration)
• Short vs. long (within format constraints)
• Question vs. statement

Copy Output Format

COPY VARIANTS -- [Type] | [Campaign / Context]

---

VARIANT A -- [Framework / Angle] [Copy text] Character count: [N]

VARIANT B -- [Framework / Angle] [Copy text] Character count: [N]

[... all variants ...]

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TESTING RECOMMENDATION: Lead test: A vs. B (pain vs. gain angle) Expected winner: [A / B] based on [reasoning] Metric to measure: [Open rate / CTR / Conversion rate] Minimum sample: [N impressions / sends] before declaring winner

NEVER DO THESE

• NEVER use banned jargon words (see global router: Law 5 list)
• NEVER use "click here" as CTA button text -- always describe the action
• NEVER produce only one variant -- A/B testing requires at least 2
• NEVER exceed platform character limits -- always check before finalising
• NEVER make a claim in copy that cannot be substantiated if challenged
• NEVER generate copy without loading the brand voice first