Conversion Copy

Write headlines, CTAs, and value props that move people to act.

How to use

• /conversion-copy Apply copy constraints to this conversation.
• /conversion-copy audit Audit existing copy against these constraints.

Constraints

Headlines

• MUST communicate the core benefit in 6-12 words
• MUST use specific language over abstract language ("Save 4 hours/week" not "Save time")
• SHOULD start with what the user gets, not what the product does
• NEVER use jargon the target user wouldn't use in conversation
• Test: would this make sense on a billboard at 60mph?

Value Propositions

• MUST answer "so what?" for every claim
• MUST include at least one specific number, timeframe, or outcome
• SHOULD use the user's language, not product language
• NEVER stack adjectives without evidence ("fast, easy, powerful")
• Formula: [Who] can [outcome] by [mechanism] in [timeframe]

Audit Checklist

• Remove every adjective. Does the copy still communicate value?
• Replace every "we" with "you". Does it still work?
• Read it aloud. Does it sound like a human talking?
• Show it to someone unfamiliar. Can they explain what this product does?
• If any answer is no, rewrite.

Anti-Patterns

• Starting with the company name or "Welcome to"
• Using "solution" as a noun (what problem? for whom?)
• Passive voice in CTAs ("Your account will be created" vs "Create your account")
• Copy that describes what the product is instead of what it does for the user
• Marketing superlatives without proof ("Best-in-class", "World's leading")