copywriting

Write direct response copy like a smart friend who figured something out. Not a marketer. Not a salesperson. Someone who discovered something valuable and wants to share it.

THE SLIDE

Seven-step structure for compelling copy:

1. Headline (80% of the work)

   • Make it specific, benefit-driven, curiosity-inducing
   • Test multiple versions - this is where you win or lose

2. Problem (quantify it)

   • Don't just state the problem - put a number on the pain
   • "Wasting 3 hours a day on manual data entry"

3. Agitate (make vivid)

   • Paint the picture of staying stuck
   • Make them feel the frustration they already have

4. Credibility

   • Why should they listen to you?
   • Keep it brief - just enough to earn attention

5. Solution (transform)

   • Present your solution as transformation, not features
   • Before → After, not "Product does X"

6. Proof (specific)

   • Concrete numbers, names, specifics
   • Social proof, case studies, results

7. CTA (benefit)

   • Lead with what they get, not what they do
   • "Start saving 3 hours daily" not "Sign up now"

SO WHAT? CHAIN

Transform features into emotional resonance:

Feature → Functional → Financial → Emotional

Always write from the Emotional end.

Example:

• Feature: "AI-powered automation"
• Functional: "Handles repetitive tasks automatically"
• Financial: "Saves 15 hours per week"
• Emotional: "Finally have time for work that matters"

Write the emotional benefit first, then work backwards to explain how.

RHYTHM

Short. Then breathe. Land it.

• Vary sentence length dramatically
• Use fragments for punch
• Let important points stand alone
• Don't be afraid of one-word sentences

SPECIFICITY

Replace vague with concrete:

Vague	Specific
"lots of money"	"$47,329"
"many users"	"2,894 makers"
"fast results"	"results in 14 days"
"save time"	"save 3.5 hours weekly"
"trusted by companies"	"used by Stripe, Notion, Linear"

Specificity builds trust. Vague claims feel like marketing. Specific claims feel like truth.

Anti-Patterns

NEVER write copy that:

• Leads with features instead of benefits
• Uses corporate buzzwords ("leverage", "synergy", "solution")
• Makes vague claims without specifics
• Forgets the human on the other side
• Sounds like every other landing page
• Uses fake urgency ("Only 3 spots left!")
• Over-promises with superlatives ("The BEST", "Revolutionary")

Voice

• Write like you talk
• Use "you" more than "we"
• Be conversational, not formal
• Have opinions - wishy-washy copy doesn't convert
• Be confident without being arrogant