copywriter

Copywriter

Complete workflow for writing compelling copy across video scripts, captions, and marketing messages that connect emotionally and drive action.

When to Use

• Writing video scripts for TikTok/Reels/Shorts
• Crafting social media captions (short, medium, long)
• Adapting messaging for different audience segments
• Creating CTAs that convert
• Developing storytelling frameworks for content
• Writing ad copy for paid campaigns

Core Principles

STORY > FEATURES
├── People remember stories, not specs
├── Emotion drives action, logic justifies
├── One clear message per piece
└── Specificity beats generality

The Copywriting Hierarchy:

1. Hook (stops the scroll)
2. Story (creates connection)
3. Value (shows benefit)
4. CTA (drives action)

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Workflow

Step 1: Choose Your Storytelling Framework

Framework 1: Problem-Agitate-Solve (PAS)

PROBLEM: Name the pain your audience feels
├── "Tired of [specific frustration]?"
└── Make it relatable and specific

AGITATE: Make them feel it deeper
├── Show consequences of inaction
├── "Every day you [problem], you're [losing/missing/suffering]"
└── Use vivid, emotional language

SOLVE: Present your solution
├── "Here's how [your solution] changes everything"
└── Connect solution directly to their pain

Framework 2: Before-After-Bridge (BAB)

BEFORE: Their current painful reality
├── Paint the picture of their struggle
└── "You're stuck doing [painful task]"

AFTER: The dream state they want
├── Show the transformation
└── "Imagine if you could [desired outcome]"

BRIDGE: How your product gets them there
├── "Here's how [solution] makes it possible"
└── Simple, clear path from before to after

Framework 3: Story Spine

ONCE UPON A TIME... [Setup - the before state]
EVERY DAY... [The routine/problem]
BUT ONE DAY... [The catalyst/discovery]
BECAUSE OF THAT... [The change begins]
BECAUSE OF THAT... [The journey continues]
UNTIL FINALLY... [The transformation]
AND EVER SINCE THEN... [The new normal]

When to Use Each:

• PAS: Product launches, problem-focused content
• BAB: Transformation stories, testimonials
• Story Spine: Long-form content, case studies, founder stories

Step 2: Write Video Scripts

15-Second Script Template (TikTok/Reels):

## Script: [Working Title]

**Audience**: [Who this is for]
**Goal**: [Awareness/Education/Conversion]

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**[0-3s] HOOK**
Words: [Exact opening line - pattern interrupt]
Visual: [What's on screen]

Example: "Stop wasting money on [X]"
Visual: Text overlay + frustrated expression

**[3-12s] CORE MESSAGE**
Words: [Single point, max 2 sentences]
Visual: [Supporting imagery]

Example: "Here's what actually works: [simple solution]"
Visual: Demonstration or B-roll

**[12-15s] CTA**
Words: [One clear action]
Visual: [Text overlay with CTA]

Example: "Save this so you don't make my mistake"
Visual: CTA text + hand gesture to save button

30-Second Script Template:

## Script: [Working Title]

**[0-3s] HOOK**
"[Pattern interrupt - question, unexpected statement, action in progress]"
Visual: [Attention-grabbing opening]

**[3-10s] PROBLEM**
"[Relatable pain point your audience feels daily]"
Visual: [Show the struggle]

**[10-22s] SOLUTION**
"[How it works / key benefit in simple terms]"
Visual: [Demonstration or explanation]

**[22-27s] PROOF**
"[Quick credibility - result, testimonial, stat]"
Visual: [Social proof, before/after, data]

**[27-30s] CTA**
"[What to do next - single, clear action]"
Visual: [CTA overlay]

60-Second Script Template:

## Script: [Working Title]

**[0-3s] HOOK**
Words: [Attention grabber]
Visual: [Stop the scroll moment]

**[3-15s] SETUP**
Words: [The problem/context - make it relatable]
Visual: [Paint the picture of the struggle]

**[15-35s] STORY/DEMO**
Words: [The journey or explanation - show don't tell]
Visual: [Walk through the process or story]

**[35-50s] PAYOFF**
Words: [The transformation/result - the "aha" moment]
Visual: [Show the outcome]

**[50-57s] CTA**
Words: [Clear next step]
Visual: [How to take action]

**[57-60s] TAG**
Words: [Brand moment or reinforcement]
Visual: [Logo or closing statement]

Step 3: Write Captions

Short Captions (Under 125 characters) - For Quick Engagement

Formula: [Hook] + [Key Point] + [CTA]

Examples:

- "This changed everything. Here's the one thing I did differently. Link in bio."
- "Stop doing [mistake] if you want [result]. Seriously."
- "POV: You finally [solved problem]. It's possible."
- "The $X mistake everyone makes with [topic]. Avoid this."
- "I wish someone told me this about [topic] sooner. Save this."

Medium Captions (125-300 characters) - For Context + Value

Formula: [Hook] + [Story snippet] + [Insight] + [CTA]

Example:

"I used to spend 5 hours on [task]. Then I learned [key insight].
Now I do it in 30 minutes and [better result].
The shift? [One specific change].
Save this for later when you need it."

Long Captions (Storytelling) - For Deep Connection

Structure:

Line 1: Hook that stops the scroll (question, bold statement, vulnerability)

Lines 2-4: Story setup (paint the picture)

Lines 5-8: The journey/struggle (make it relatable)

Lines 9-11: The turning point (what changed)

Lines 12-14: The lesson/insight (what they can learn)

Line 15: CTA (what to do with this information)

Use line breaks for readability (every 1-2 sentences)

Long Caption Template:

[HOOK - Vulnerable or provocative opening]

[STORY SETUP]
I remember when [specific moment].
Every day I [struggled with problem].
It felt like [emotion].

[THE STRUGGLE]
I tried [thing 1], [thing 2], [thing 3].
Nothing worked.
[Specific failure or low point].

[TURNING POINT]
Then one day, [catalyst].
I realized [key insight].
Everything changed.

[THE TRANSFORMATION]
Now I [new behavior/result].
Instead of [old way], I [new way].
The difference? [Specific outcome].

[THE LESSON]
Here's what I learned: [Universal truth].
You don't need to [misconception].
You just need to [simple truth].

[CTA]
Save this if you needed to hear it today.

Step 4: Adapt for Audience Segments

Segment Analysis Template:

## Audience: [Segment Name]

**Demographics:**
- Age: [Range]
- Life stage: [Career, family status, etc.]
- Income: [Range if relevant]

**Psychographics:**
- Values: [What they care about deeply]
- Fears: [What keeps them up at night]
- Desires: [What they're striving for]
- Language: [How they talk, references they get]

**Messaging Adjustments:**
- **Tone**: [Casual/Professional/Funny/Serious]
- **Humor**: [Type that lands - sarcastic, self-deprecating, punny]
- **References**: [Cultural touchpoints they relate to]
- **Taboos**: [What to avoid - topics, phrases, styles]

**Message Focus:**
- **Lead with**: [Their primary pain point or desire]
- **Proof type**: [What they trust - data, testimonials, authority]
- **CTA style**: [How to ask - direct, soft, urgent]

Segment Examples:

Millennials (28-43)

REFERENCES: 90s/2000s nostalgia, "adulting" struggles, student loans
TONE: Self-aware, slightly sarcastic, authentic
VALUES: Experiences > things, work-life balance, authenticity
AVOID: Corporate jargon, "fellow kids" energy, try-hard slang

EXAMPLE:
"Remember when we thought being an adult meant having it all figured out?
Yeah, that was a lie. Here's what actually helps..."

Gen Z (18-27)

REFERENCES: Current memes, TikTok trends, climate/social issues
TONE: Direct, unfiltered, irreverent, meme-native
VALUES: Mental health, social impact, authenticity, individuality
AVOID: Trying too hard, outdated references, corporate speak

EXAMPLE:
"No one asked for my opinion but here it is anyway... [hot take]"

Gen X (44-59)

REFERENCES: Independence, practicality, "latchkey kid" resilience
TONE: Straightforward, no BS, skeptical of hype
VALUES: Quality, reliability, value, competence
AVOID: Excessive hype, youth-pandering, trend-chasing

EXAMPLE:
"Straight talk: This works because [clear reason]. No gimmicks."

Parents (Young Kids)

REFERENCES: Chaos, guilt, exhaustion, tiny wins, "survival mode"
TONE: Empathetic, validating, light humor about the struggle
VALUES: Family time, simplicity, peace, not screwing up kids
AVOID: Judgment, "perfect parent" imagery, unrealistic standards

EXAMPLE:
"If you're raising kids and barely keeping it together, this is for you.
No judgment, just [solution that actually helps]."

Step 5: Craft Effective CTAs

CTA Ladder (Match to Funnel Stage):

Soft CTAs (Awareness - Low Commitment)

- "Save this for later"
- "Share with someone who needs this"
- "Drop a 🔥 if you relate"
- "Follow for more [topic]"
- "Tag someone who [does thing]"
- "Comment [word] if you agree"

Medium CTAs (Consideration - Medium Commitment)

- "Link in bio to learn more"
- "DM me [keyword] for details"
- "Check the comments for the resource"
- "Tap the link in my bio to see how"
- "Want the full guide? Link in bio"
- "Send this to someone who asked about [topic]"

Hard CTAs (Conversion - High Commitment)

- "Sign up free at [link]"
- "Use code [X] for [discount]"
- "Join [X] others who [achieved result]"
- "Limited spots - grab yours now"
- "Start your free trial today"
- "Get instant access: [link]"

CTA Best Practices:

✅ One CTA per piece (don't ask for follow, like, save, comment all at once)
✅ Make it specific ("Comment RED" better than "Comment below")
✅ Give a reason ("Save this so you don't forget")
✅ Create urgency when appropriate ("Only 5 spots left")
✅ Make it easy (link in bio, not long URL)

❌ Multiple CTAs (confuses the audience)
❌ Weak language ("Maybe check out...")
❌ No CTA at all (lost opportunity)

Step 6: Writing Quality Checklist

Before Publishing Any Copy:

- [ ] Hook stops the scroll (would YOU stop for this?)
- [ ] One clear message (can you summarize in one sentence?)
- [ ] Speaks to specific person (not "people" or "everyone")
- [ ] Benefits > Features ("You'll save 3 hours/week" not "Has automation")
- [ ] Emotion present (what will they FEEL? Relief? Excitement? Hope?)
- [ ] Specific > Vague (numbers, details, examples)
- [ ] CTA is clear and single (only one ask)
- [ ] Read aloud (does it sound natural, not "corporate"?)
- [ ] No jargon (would your grandma understand it?)
- [ ] Passes the "So what?" test (why should they care?)

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Copy Formulas Library

The "Stop Doing X" Formula:

"Stop [common mistake].
Instead, [better approach].
Here's why: [reason].
[CTA]"

Example:
"Stop buying followers.
Instead, engage with 10 accounts daily.
Organic reach beats fake numbers every time.
Follow for more growth tips."

The "I Tried X for Y" Formula:

"I tried [thing] for [timeframe].
Here's what happened: [result].
The biggest surprise? [insight].
[CTA]"

Example:
"I posted daily on TikTok for 30 days.
Went from 100 to 10K followers.
The biggest surprise? Consistency > perfection.
Save this if you're just starting."

The "Nobody Talks About" Formula:

"Nobody talks about [hidden truth].
Everyone focuses on [common topic].
But the real game-changer is [your insight].
[CTA]"

Example:
"Nobody talks about engagement rate.
Everyone obsesses over follower count.
But 1K engaged followers > 10K ghost followers.
Follow if you want real growth strategies."

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Common Mistakes

Don't	Do
Generic hooks ("Check this out!")	Specific hooks ("Stop doing X if...")
Feature dump ("It has X, Y, Z")	Benefit focus ("Save 3 hours/week")
Corporate jargon ("leverage synergies")	Plain language ("work together better")
Bury the value	Lead with the benefit
Multiple CTAs	One clear action
Write for everyone	Write for one specific person
Long sentences/paragraphs	Short punchy lines, use line breaks
Passive voice	Active voice

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Tools & Resources

Copy Frameworks:

• PAS (Problem-Agitate-Solve)
• BAB (Before-After-Bridge)
• AIDA (Attention-Interest-Desire-Action)
• StoryBrand 7-Step Framework

Writing Tools:

• Hemingway Editor (readability)
• Grammarly (grammar, tone)
• Power Thesaurus (word choice)

Inspiration:

• Swipe file (save great copy you see)
• Competitor analysis (what's working in your niche)
• Comments section (listen to how your audience talks)

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Related Skills

• /ugc-content-creator - Creating video content to pair with scripts
• /performance-marketing - Writing ad copy that converts
• /social-media-ops - Managing captions and engagement

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Last Updated: 2026-01-22