copywriting

Copywriting

Agent Behavior

When triggered, follow this process:

1. Infer First, Ask Second

From the user's request, infer as much as possible: product, audience, tone, copy type, awareness level. Only ask about what you truly cannot infer. If you have enough to start, start — deliver a first draft and offer to refine.

Always infer:

• Copy type from context (if they say "landing page," don't ask "what type of copy?")
• Tone defaults to confident, clear, conversational unless specified
• Awareness level defaults to Solution-Aware for organic traffic, Problem-Aware for paid/cold traffic

Only ask when critical info is missing:

• What the product does (if not obvious from context)
• The specific desired action (trial, demo, signup)
• The unique mechanism (if you can't find or infer it)

2. Diagnose and Choose

• Match audience awareness level to framework (see Awareness Levels)
• Select copy length based on price point and decision complexity
• Pick positioning angle based on competitive context

3. Deliver

• Write the full copy in the appropriate format
• Include 3–5 headline variants
• Include 2–3 CTA variants
• Label each section clearly (Hero, Problem, Solution, Proof, CTA)
• Run the Pre-Delivery Checklist before presenting

4. Offer Next Steps

After delivering, offer: A/B variants, shorter/longer version, adaptation for a different channel.

---

First Principles

1. Copy Is Salesmanship in Writing

Its only purpose is to drive action — a sign-up, a demo booking, a trial start. Your landing page is the first salesperson a cold visitor meets. Treat it like a high-stakes conversation, not a brochure.

2. Write for "You," Not "We"

• Say "you" and "your" more than "we" and "our"
• Describe their problem, not your product history
• Use their words (from reviews, support tickets, calls) — not your jargon

3. Benefits Over Features

Push every feature through this chain:

Feature           →  "AI-powered analytics dashboard"
Advantage         →  "Insights update in real time, unlike manual reporting"
Benefit           →  "Save 15 hours/week on reporting"
Emotional Outcome →  "Make decisions with confidence instead of second-guessing stale numbers"