copywriting

Persuasive copywriting using AIDA, PAS, 4U headline formulas, CTA patterns, emotional triggers, anti-slop enforcement, and brand voice awareness

Copywriting Skill

🔒 MANDATORY — Read before generating any copy

Before producing any line of copy, read in this order:

1. reference/voice/GOLDEN-DOC.md — canonical voice for @melgarafael / AutomatikLabs
2. reference/voice/virais/INDEX.md — master viral index
3. reference/voice/virais/PATTERNS/{category}.md for the editorial category matching the request (viralizacao / lead-capture / saves-retencao / venda)
4. brand-voice.yaml sections: voice, anti_slop, viral_intelligence

Viral intelligence rules:

• Apply patterns tagged voice_fit: aligns directly
• NEVER copy patterns tagged voice_fit: conflicts, even if they worked elsewhere
• Prefer high-seen_count aligned patterns over inventing new structure
• Cite the viral source in an inline comment for traceability

Trigger Conditions

Use this skill when the user asks to:

• Write marketing copy, headlines, or taglines
• Create social media posts or captions
• Draft email subject lines or email body copy
• Write landing page copy or product descriptions
• Craft CTAs (calls-to-action)
• Improve or rewrite existing copy
• Generate ad copy (paid social, search ads)
• Write newsletter content

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Brand Voice Integration

MANDATORY: Before writing ANY copy, load the brand voice configuration.

from brand_voice.config import load_brand_voice
brand = load_brand_voice()

Every piece of copy must:

1. Match brand.tone descriptors
2. Avoid all terms in brand.avoid and anti_slop.banned_phrases
3. Follow anti_slop.style_rules
4. Respect platform-specific tone_override when targeting a specific channel
5. Stay within platform max_length limits

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Anti-Slop Enforcement Rules

Anti-slop is the single most important quality gate for AI-generated copy. Without it, all output converges to the same generic AI voice.

Tier 1: Hard Banned (auto-reject)

These phrases are NEVER acceptable in any context. If they appear in output, the copy fails validation:

• "game-changer", "revolutionary", "cutting-edge", "best-in-class"
• "synergy", "leverage" (as verb for non-physical things), "disrupt"
• "innovative solution", "transform your", "unlock the power"
• "dive deep", "it's worth noting", "in today's fast-paced"
• "at the end of the day", "think outside the box"
• "move the needle", "low-hanging fruit", "paradigm shift"
• "holistic approach", "seamlessly integrate"

Plus any terms in brand-voice.yaml → anti_slop.banned_phrases and brand.avoid.

Tier 2: Conditional Ban (require evidence)

These patterns are allowed ONLY when backed by specific data:

| Pattern | Banned Form | Acceptable Form | |---------|------------|-----------------| | Superlatives | "The best tool for..." | "Rated #1 by G2 in Q3 2025" | | Speed claims | "Lightning fast" | "Deploys in under 90 seconds" | | Scale claims | "Used by millions" | "Used by 14,000+ teams in 42 countries" | | Ease claims | "Effortless setup" | "3-step setup, average 4 minutes" | | ROI claims | "Massive ROI" | "Teams report 3.2x return within 90 days" |

Tier 3: Style Rules (always enforce)

1. Active voice — "We built X" not "X was built by us"
2. Specific over vague — Numbers, names, timeframes beat adjectives
3. No clickbait — Headlines must deliver on their promise
4. No hedging — Remove "just", "simply", "actually", "basically", "essentially"
5. No filler — Remove "in order to" (use "to"), "due to the fact that" (use "because")
6. Concrete verbs — "Ship", "build", "cut", "grow" over "utilize", "facilitate", "enable"
7. Reader-first — "You" before "We". Address the reader's situation, not your product.

Slop Detection Prompt

Before finalizing any copy, run this mental checklist:

• Could a competitor say the exact same sentence about their product? → Too generic, rewrite.
• Does this sentence contain information or just vibes? → If vibes only, add specifics or cut.
• Would a real human say this in conversation? → If not, simplify.
• Is any word here only because it "sounds professional"? → Cut it.

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Copywriting Frameworks

AIDA — Attention, Interest, Desire, Action

The foundational framework for persuasive copy. Works for: landing pages, emails, ads, long-form sales pages.

| Stage | Goal | Techniques | |-------|------|-----------| | Attention | Stop the scroll. Break the pattern. | Bold claim, surprising stat, provocative question, pattern interrupt | | Interest | Keep them reading. Build relevance. | Specific details, "imagine if" scenarios, relatable problems | | Desire | Make them want it. Show transformation. | Social proof, benefits (not features), before/after, exclusivity | | Action | Tell them exactly what to do. | Clear CTA, urgency (real, not fake), risk reversal |

AIDA Template — Landing Page Hero:

[ATTENTION] — Headline: Bold claim or question that addresses their biggest pain
[INTEREST] — Subheadline: How you solve it, with one specific detail
[DESIRE] — Social proof: "Join [X] teams who [specific result]"
[ACTION] — CTA button: Action verb + outcome ("Start shipping faster")

AIDA Template — Email:

Subject: [ATTENTION — curiosity or benefit hook]
Line 1: [INTEREST — relatable problem or scenario]
Body: [DESIRE — how your solution changes their situation]
CTA: [ACTION — single clear next step]
PS: [Reinforce urgency or add secondary benefit]

PAS — Problem, Agitate, Solution

The most effective framework for copy that converts through empathy. Works for: emails, ads, social posts, product descriptions.

| Stage | Goal | How | |-------|------|-----| | Problem | Name the pain they're feeling | Use their exact words (from reviews, interviews, support tickets) | | Agitate | Make the problem feel urgent | Show consequences of inaction. "And it gets worse..." | | Solution | Present your answer | Position as the natural resolution to the agitated problem |

PAS Example:

[PROBLEM] You're spending 15+ hours a week on content that gets 200 views.
[AGITATE] Meanwhile, your competitors are posting daily and dominating
your keywords. Every week you delay, they build more authority that's
harder to overcome.
[SOLUTION]  generates a full content calendar in 10 minutes,
optimized for your actual audience — not generic AI slop.

PAS Calibration:

• Agitation should be truthful, not manipulative. Describe real consequences, not fear-mongering.
• The transition from Agitate → Solution should feel like relief, not a hard sell.
• The problem should be recognizable to the reader in the first 3 seconds.

4U Headline Formula

Every headline should score high on at least 3 of the 4U criteria:

| U | Question | Score 1-4 | |---|----------|-----------| | Useful | Does it promise a benefit the reader cares about? | 1 = no benefit, 4 = solves their #1 problem | | Urgent | Is there a reason to read/act now? | 1 = whenever, 4 = time-sensitive | | Ultra-specific | Does it include numbers, names, or details? | 1 = vague, 4 = precise metrics | | Unique | Is this perspective fresh or differentiated? | 1 = generic, 4 = never seen before |

Scoring: Total ≥ 12 = strong headline. 8-11 = needs work. <8 = rewrite.

Examples:

❌ "Improve Your Marketing" (Useful: 2, Urgent: 1, Specific: 1, Unique: 1 = 5)
✅ "How 3 B2B Teams Cut Content Costs 40% in 30 Days" (U:4, Ur:3, S:4, Un:3 = 14)

Additional Headline Formulas

How-to: "How to [achieve desired outcome] without [common objection]"

How to Build a Content Engine Without Hiring a Content Team

Number list: "[Number] [unexpected adjective] ways to [benefit]"

7 Counterintuitive Ways to Double Your LinkedIn Engagement

Question: Direct question that the reader answers "yes" to mentally

Still writing social posts one at a time?

Negative: "Stop [common mistake that costs them]"

Stop Writing Content Nobody Searches For

Proof: "[Specific result] in [specific timeframe]"

From 0 to 50K Organic Visits in 6 Months: Our Playbook

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CTA Patterns

CTA Formula

Structure: [Action Verb] + [Outcome/Benefit]

| Weak CTA | Strong CTA | Why | |----------|-----------|-----| | Submit | Get Your Free Report | Focuses on what they receive | | Learn More | See How It Works | Sets expectation | | Sign Up | Start Your Free Trial | Implies action + value | | Download | Grab the Playbook | Active, ownership language | | Click Here | Build Your First Campaign | Outcome-oriented |

CTA Context Rules

| Funnel Stage | CTA Tone | Examples | |-------------|----------|---------| | TOFU (awareness) | Low commitment, curiosity | "See examples", "Read the guide", "Watch the demo" | | MOFU (consideration) | Medium commitment, value exchange | "Get the free template", "Try it free", "Compare plans" | | BOFU (decision) | High commitment, confidence | "Start building", "Choose your plan", "Launch your first campaign" |

CTA Placement Rules

1. Above the fold — Primary CTA visible without scrolling
2. After value demonstration — Place CTA after showing a benefit or proof point
3. End of content — Always close with a CTA
4. One primary CTA per section — Don't compete with yourself
5. Sticky CTA on mobile — For landing pages, keep CTA accessible during scroll

Micro-copy Around CTAs

The words around the button matter as much as the button text:

[Trust signal] "Join 2,400+ marketing teams"
[Button] Start Free — No Credit Card
[Objection handler] "Cancel anytime. Setup takes 3 minutes."

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Emotional Triggers

The 7 Core Emotional Triggers for Marketing Copy

Use these deliberately and ethically — manipulative copy backfires long-term.

| Trigger | How It Works | Ethical Application | |---------|-------------|-------------------| | Fear of Missing Out (FOMO) | People hate losing more than they love gaining | Show what competitors or peers are already doing. Use real data, not fake urgency. | | Belonging | People want to be part of something | Community language: "Join", "fellow", "together". Show the tribe they'll belong to. | | Status | People want to feel successful/competent | Position your product as what smart/successful people use. "Used by teams at [brands]". | | Curiosity | Open loops drive engagement | Start with a surprising fact, leave the resolution after the CTA. Don't bait-and-switch. | | Trust | People buy from those they trust | Social proof, specificity (vague claims erode trust), transparency about limitations. | | Reciprocity | Give value first, ask second | Free tools, templates, insights before asking for anything. | | Autonomy | People want to feel in control | "Choose your plan", "customize your", "on your schedule". Never pressure. |

Applying Emotional Triggers by Platform

| Platform | Primary Trigger | Secondary | Copy Style | |----------|----------------|-----------|-----------| | LinkedIn | Status + Trust | Belonging | Professional, data-backed, thought leadership | | Twitter/X | Curiosity + FOMO | Status | Concise, provocative, thread-worthy | | Reddit | Trust + Reciprocity | Autonomy | Authentic, value-first, no self-promotion | | Email | Curiosity + Reciprocity | FOMO | Personal, conversational, value-driven | | Landing Page | Trust + Status | FOMO | Benefit-focused, proof-heavy, clear CTA |

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Platform-Specific Copy Guidelines

LinkedIn

• Lead with insight, not promotion
• First line is the headline — make it stop the scroll
• Use line breaks liberally (mobile readability)
• End with a question to drive comments
• Hashtags: 3-5 max, specific to topic
• Carousel posts: 1 key point per slide, 8-12 slides max
• Character limit: 3,000 (but aim for 800-1,500 for engagement)

Twitter/X

• One idea per tweet
• Front-load the value — most people won't read past line 1
• Threads: Hook tweet → Value tweets → CTA tweet
• No hashtags in body text (put in reply if needed)
• Character limit: 280

Reddit

• NEVER sound like marketing copy
• Lead with value, context, or genuine question
• Acknowledge limitations — Redditors respect honesty
• Include your methodology or thinking process
• Character limit: 10,000 (but frontload value)

Email

• Subject line: 40-60 characters. Curiosity or benefit.
• Preview text: Complement the subject, don't repeat it.
• One CTA per email. One clear ask.
• P.S. line: Second most-read element after subject line.
• Tone: Conversational, as if writing to one person.

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Copy Testing Framework

A/B Testing Priorities

Test in this order (highest impact first):

1. Headline / Subject Line — Biggest impact on whether anything else gets read
2. CTA text and placement — Directly affects conversion
3. Social proof format — How trust is communicated
4. Opening line — Determines if they keep reading
5. Body structure — Long vs short, bullets vs paragraphs

Copy Scoring Rubric

Rate copy 1-5 on each dimension:

| Dimension | 1 (Weak) | 5 (Strong) | |-----------|---------|-----------| | Clarity | Confusing, jargon-heavy | Crystal clear on first read | | Specificity | Vague claims, no data | Numbers, names, timeframes | | Relevance | Generic, could be any product | Speaks to specific audience's specific pain | | Emotion | Flat, informational only | Creates a feeling (curiosity, desire, relief) | | Action | No clear next step | Obvious, low-friction CTA | | Voice | Generic AI tone | Distinctly matches brand voice | | Anti-slop | Multiple banned phrases | Zero slop, every word earns its place |

Score ≥ 30/35: Ship it. Score 25-29: Polish and ship. Score < 25: Rewrite.

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Copy Generation Workflow

Step-by-Step Process

1. Load brand voice — Read brand-voice.yaml first
2. Identify context — Platform, funnel stage, audience segment
3. Choose framework — AIDA for long-form, PAS for short-form, 4U for headlines
4. Draft — Write the first version following the framework
5. Anti-slop pass — Scan for all banned phrases and patterns, replace with specifics
6. Brand voice check — Verify tone matches, avoid list respected
7. Score — Rate on the 7-dimension rubric
8. Iterate — If score < 30, identify weakest dimensions and rewrite those sections
9. Platform check — Verify length limits and platform-specific rules

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Output Contract

Copy Output Schema

output_contract:
  format: markdown
  required_sections:
    - frontmatter:
        type: string  # "copy"
        subtype: string  # "headline" | "social-post" | "email" | "landing-page" | "ad" | "cta"
        status: string  # "draft" | "review" | "approved"
        date: string  # ISO 8601
        author: string  # "skills/copywriting"
        platform: string  # target platform
        funnel_stage: string  # "tofu" | "mofu" | "bofu"
    - copy_content:
        primary: string  # the main copy piece
        variants: list  # 2-3 alternative versions
        headline_score:  # 4U score if applicable
          useful: integer  # 1-4
          urgent: integer  # 1-4
          ultra_specific: integer  # 1-4
          unique: integer  # 1-4
          total: integer
    - quality_scores:
        clarity: integer  # 1-5
        specificity: integer  # 1-5
        relevance: integer  # 1-5
        emotion: integer  # 1-5
        action: integer  # 1-5
        voice: integer  # 1-5
        anti_slop: integer  # 1-5
        total: integer  # sum of above
    - anti_slop_report:
        passed: boolean
        violations_found: list  # any phrases that were caught and replaced
        replacements_made: list  # what they were replaced with
  validation:
    anti_slop: true
    brand_voice: true
    platform_length: true  # must respect max_length
    min_variants: 2  # always provide alternatives