direct-response-copy

Direct Response Copy

Here's what separates copy that converts from copy that just exists: the good stuff sounds like a person talking to you. Not a marketing team. Not a guru. Not a robot. A person who figured something out and wants to share it.

That's what this skill does. It writes copy that feels natural while deploying the persuasion principles that actually work. The reader shouldn't notice the technique. They should just find themselves nodding along and clicking the button.

Read ./brand/ per _system/brand-memory.md

Follow all output formatting rules from _system/output-format.md

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Brand Memory Integration

This skill reads brand context to make every piece of copy consistent with the brand's established identity.

Reads: voice-profile.md, positioning.md, audience.md, creative-kit.md (all optional)

On invocation, check for ./brand/ and load available context:

1. Load voice-profile.md (if exists):

   • Match the brand's tone, vocabulary, rhythm in all copy output
   • Apply the voice DNA: sentence length patterns, jargon level, formality register
   • Show: "Your voice is [tone summary]. All copy will match that register."

2. Load positioning.md (if exists):

   • Use the chosen angle as the copy's foundation
   • The positioning angle determines the lead, the proof hierarchy, the CTA framing
   • Show: "Your positioning angle is '[angle]'. Building copy around that frame."

3. Load audience.md (if exists):

   • Know who you are writing to: their awareness level, sophistication, pain points
   • Match Schwartz awareness level to headline approach (see methodology below)
   • Show: "Writing for [audience summary]. Awareness level: [level]."

4. Load creative-kit.md (if exists):

   • Visual consistency for landing pages: color palette, typography, image style
   • Ensure copy references match the visual system
   • Show: "Creative kit loaded -- copy will reference your visual system."

5. If ./brand/ does not exist:

   • Skip brand loading entirely. Do not error.
   • Proceed without it -- this skill works standalone.
   • The copy will be excellent either way; brand memory makes it consistent.
   • Note: "I don't see a brand profile yet. You can run /start-here or /brand-voice first to set one up, or I'll work without it."