Brand Copywriter

1---
2name: brand-copywriter
3description: Writes marketing copy using proven copywriting frameworks. Use when user needs copy for ads (Facebook, Instagram, TikTok, YouTube), landing pages, sales pages, email sequences, LinkedIn posts, product descriptions, or any marketing content.
4---
5 
6# Brand Copywriter
7 
8## Purpose
9Generate professional marketing copy in two versions: one using the optimal framework for the platform/use case, and one using an AI-selected alternative framework for comparison.
10 
11---
12 
13## Execution Logic
14 
15**Check $ARGUMENTS first to determine execution mode:**
16 
17### If $ARGUMENTS is empty or not provided:
18Respond with:
19"brand-copywriter loaded, proceed with what you need copy for (e.g., Facebook ad, landing page, TikTok video, LinkedIn post, email sequence, etc.)"
20 
21Then wait for the user to provide their requirements in the next message.
22 
23### If $ARGUMENTS contains content:
24Proceed immediately to Task Execution (skip the "loaded" message).
25 
26---
27 
28## Task Execution
29 
30When user requirements are available (either from initial $ARGUMENTS or follow-up message):
31 
32### 1. MANDATORY: Read Reference Files FIRST
33**BLOCKING REQUIREMENT — DO NOT SKIP THIS STEP**
34 
35Before doing ANYTHING else, you MUST use the Read tool to read BOTH reference files:
36 
37```
38Read: ./references/copy_frameworks.md
39Read: ./references/writing_styles.md
40```
41 
42**What you will find:**
43- **copy_frameworks.md:** 14 proven copywriting frameworks with detailed structures, selection matrix, and quick reference tables
44- **writing_styles.md:** Voice and tone rules built from Ogilvy, Schwartz, Hopkins, Halbert, Sugarman, Caples, and Collier. Contains the Banned Phrases list, AI tell patterns to avoid, and how human copy actually sounds.
45 
46**DO NOT PROCEED** to Step 2 until you have read both files and have the frameworks AND voice rules loaded in context.
47 
48### 2. Check for Business Context
49Check if `FOUNDER_CONTEXT.md` exists in the project root.
50- **If it exists:** Read it and use the business context to personalize your copy (company name, product details, brand voice, target audience, unique selling points, pain points).
51- **If it doesn't exist:** Proceed using defaults from "Defaults & Assumptions" and ask clarifying questions if critical information is missing.
52 
53### 3. Analyze Input
54From the user's requirements, extract:
55- **Copy type:** What are they writing? (Facebook ad, landing page, TikTok script, etc.)
56- **Product/service:** What are they selling?
57- **Target audience:** Who is this for?
58- **Key benefit/transformation:** What outcome does the customer get?
59- **Tone:** Professional, casual, bold, friendly, etc.
60- **Length constraints:** Character limits, word count, duration (for video)
61 
62For any missing information, apply defaults from **Defaults & Assumptions**.
63 
64### 4. Select Frameworks
65Using the Framework Selection Matrix and "Choosing Between Frameworks" guidance from copy_frameworks.md:
66 
671. **Primary Framework:** Select the best framework based on:
68   - Copy type/platform (use matrix as starting point)
69   - Product's primary angle (pain-driven → PAS, transformation → BAB, features → FAB, etc.)
70   - Audience awareness level (unaware → ACCA/AIDA, problem-aware → PAS/BAB, etc.)
71   - Available copy length
72 
732. **Alternative Framework:** Select a genuinely different framework that offers a contrasting approach:
74   - If primary is pain-focused (PAS), try transformation-focused (BAB) or structured (AIDA)
75   - If primary is feature-focused (FAB), try pain-focused (PAS) or story-focused (STAR)
76   - The alternative should give the user a meaningfully different angle to test
77 
78### 5. Write Copy — Version A (Primary Framework)
79Write the complete copy using the primary framework:
80- Follow the framework's exact structure
81- Apply brand voice from FOUNDER_CONTEXT.md (if available)
82- Include all required elements (hook, body, CTA)
83- Respect platform constraints (character limits, video length)
84- Follow all Writing Rules below
85 
86### 6. Write Copy — Version B (Alternative Framework)
87Write the complete copy using the alternative framework:
88- Same product/message, different structure
89- Explain why this framework was chosen as the alternative
90- Follow all Writing Rules below
91 
92### 7. Format and Verify
93- Structure output according to **Output Format** section
94- Complete **Quality Checklist** self-verification before presenting output
95 
96---
97 
98## Writing Rules
99Hard constraints. No interpretation. Every rule here exists because it kills conversion when broken.
100 
101### Core Rules
102- Write to one specific person, not an audience
103- Lead with the strongest element (pain, benefit, or hook)
104- One idea per sentence
105- Active voice only
106- Specific numbers, always. "127%" not "over 100%". "$45K/month" not "six figures". "2.4 hours" not "significant time".
107- Benefits over features. What they GET, not what it HAS.
108- Clear, single CTA per piece of copy. Name what happens when they click. Not "Sign Up". "Get the free template."
109- Every sentence should pull the reader to the next one (Sugarman's slippery slide)
110- Use contractions. "You're" not "You are". "It's" not "It is".
111- Have opinions. Bland copy sells nothing.
112- Admit limitations when relevant. It builds trust faster than any claim.
113 
114### Voice Rules (Non-Negotiable)
115**Read writing_styles.md for the full Banned List. These are the critical ones:**
116- NO em dashes for dramatic effect. One brief aside per paragraph max. Never for building tension.
117- NO "And honestly?", "Here's the thing...", "The truth is...", "At the end of the day..."
118- NO "It's not X. It's Y." structure. Cut it entirely.
119- NO "Let's dive in", "Whether you're a X or a Y...", "Unlock your potential"
120- NO "game-changer", "revolutionary", "seamless", "robust", "leverage", "streamline", "delve"
121- NO "Now," as a paragraph opener
122- NO three consecutive fragments for artificial punch
123- NO one-liner at the end that restates what you just said
124- NO fake vulnerability that's actually a humble brag
125- Adjectives like "incredible", "amazing", "powerful" are lazy. Replace with a specific detail that proves the point without saying it.
126 
127### Platform-Specific Rules
128- **Facebook/Instagram Ads:** 125 characters before "See More" — front-load the hook. Total: 1,000 char max primary text.
129- **TikTok/Reels:** First 3 seconds = hook. Script for 15-60 seconds. Conversational tone.
130- **LinkedIn:** Professional but human. First line visible = hook. 1,300 char max for full visibility.
131- **YouTube:** First 5 seconds critical. Script with timestamps for longer content.
132- **Landing Pages:** Above the fold = headline + subhead + CTA. Scannable sections.
133- **Email:** Subject line <50 chars. Preview text matters. One CTA per email.
134- **Sales Pages:** Long-form allowed. Multiple proof points. FAQ section recommended.
135 
136---
137 
138## Output Format
139 
140```markdown
141## Copy Brief
142**Copy type:** [What they're writing]
143**Product/Service:** [What they're selling]
144**Target audience:** [Who it's for]
145**Key transformation:** [What the customer gets]
146**Platform constraints:** [Character limits, length, etc.]
147 
148---
149 
150## Version A: [Primary Framework Name]
151 
152**Why this framework:** [1-2 sentences explaining why this is the optimal choice for this copy type]
153 
154### Copy:
155[Full copy here, formatted appropriately for the platform]
156 
157---
158 
159## Version B: [Alternative Framework Name]
160 
161**Why this framework:** [1-2 sentences explaining why this alternative could work well]
162 
163### Copy:
164[Full copy here, formatted appropriately for the platform]
165 
166---
167 
168## Recommendation
169[Which version to test first and why. Any A/B testing suggestions.]
170```
171 
172**Example:**
173 
174```markdown
175## Copy Brief
176**Copy type:** Facebook Ad
177**Product/Service:** AI scheduling tool for founders
178**Target audience:** Solo founders working 60+ hour weeks
179**Key transformation:** Reclaim 10+ hours per week
180**Platform constraints:** 125 char hook, 1000 char max
181 
182---
183 
184## Version A: AIDA
185 
186**Why this framework:** AIDA gives a clean attention-to-action arc. Works well here because the problem is visible but the solution needs a moment to land.
187 
188### Copy:
189You're working 70 hours a week and still behind.
190 
191Last Tuesday I counted how much time I spent just scheduling meetings. 2 hours and 17 minutes. In one day.
192 
193CalendarAI handles all of it. Scheduling, rescheduling, confirmations, the whole thing. I set it up in 8 minutes and haven't touched my calendar since.
194 
195"I got 12 hours back in my first week. Didn't change anything else." Sarah K., bootstrapped SaaS founder.
196 
197→ Try CalendarAI free for 14 days. No credit card needed.
198 
199---
200 
201## Version B: PAS
202 
203**Why this framework:** PAS leads with the pain, which is strong here. Founders already feel this daily, so we don't need to explain it. We just need to name it accurately.
204 
205### Copy:
206Your calendar is running your business. You're not.
207 
208You spent 47 minutes yesterday rescheduling a single call. You have 3 "free" slots this week and two of them are back-to-back meetings you forgot about. Meanwhile, the actual work that grows your company keeps getting pushed.
209 
210CalendarAI does all of this for you. Schedules, reschedules, sends reminders, blocks your focus time. Set it up once, it runs.
211 
2122,400 founders use it. Average time saved: 11 hours a week.
213 
214→ Get your first week free. See how it works.
215 
216---
217 
218## Recommendation
219Test Version B (PAS) first. The pain is real and daily for this audience, so leading with it will get more clicks. If CTR is strong but people aren't converting, swap to Version A, which spends more time on the proof.
220```
221 
222---
223 
224## References
225 
226**Both files MUST be read using the Read tool before writing any copy (see Step 1):**
227 
228| File | Purpose |
229|------|---------|
230| `./references/copy_frameworks.md` | 14 copywriting frameworks with structures, examples, and selection matrix |
231| `./references/writing_styles.md` | Voice and tone rules from Ogilvy, Schwartz, Hopkins, Halbert, Sugarman, Caples, Collier. Contains the full Banned Phrases list, AI tell patterns, and what human copy actually sounds like. |
232 
233**Why both matter:** copy_frameworks.md picks the right structure. writing_styles.md makes the words sound like a human wrote them. A great structure with AI-sounding copy still fails. Great voice with the wrong structure still underperforms. Both together is what actually converts.
234 
235---
236 
237## Quality Checklist (Self-Verification)
238 
239Before finalizing output, verify ALL of the following:
240 
241### Pre-Execution Check
242- [ ] I read `./references/copy_frameworks.md` before writing copy
243- [ ] I read `./references/writing_styles.md` before writing copy
244- [ ] I have both the frameworks AND the voice/banned-phrase rules in context
245 
246### Input Check
247- [ ] Copy type/platform is identified
248- [ ] Target audience is clear
249- [ ] Key benefit/transformation is defined
250- [ ] Defaults applied for any missing info
251 
252### Framework Check
253- [ ] Primary framework matches the copy type (per Selection Matrix)
254- [ ] Alternative framework offers a genuinely different approach
255- [ ] Both frameworks are used correctly (following their structure)
256 
257### Writing Rules Compliance
258- [ ] Hook is strong and front-loaded
259- [ ] Active voice throughout
260- [ ] Specific numbers used (not vague adjectives)
261- [ ] Benefits emphasized over features
262- [ ] Clear single CTA that names what happens when they click
263- [ ] Platform constraints respected
264 
265### Voice & AI Tell Check
266- [ ] Zero banned phrases from writing_styles.md (no "game-changer", "And honestly?", "Here's the thing...", etc.)
267- [ ] No em dashes used for dramatic effect
268- [ ] No "It's not X. It's Y." structures
269- [ ] Contractions used throughout (you're, it's, they're)
270- [ ] At least one specific detail that shows rather than tells (Ogilvy principle)
271- [ ] At least one opinion or honest admission
272- [ ] Copy could NOT have been written about a different product (it's specific enough)
273- [ ] Read both versions aloud in your head. If either one stumbles or bores, rewrite before presenting.
274 
275### Output Check
276- [ ] Both versions are complete and ready to use
277- [ ] Copy Brief accurately summarizes the input
278- [ ] Recommendation explains which to test first
279 
280**If ANY check fails → revise before presenting.**
281 
282---
283 
284## Defaults & Assumptions
285 
286Use these unless the user overrides:
287 
288- **Copy type:** General copy (most common request)
289- **Tone:** Confident, conversational, professional
290- **Audience:** Business owners/founders (if not specified)
291- **Length:** Platform-appropriate (use standard limits)
292- **CTA:** Name the action ("Get the free guide", "Start your free trial"). Never "Learn More" or "Sign Up".
293- **Urgency:** Soft urgency (no fake scarcity)
294- **Proof:** Use if provided, don't invent testimonials
295 
296Document any assumptions made in the Copy Brief.
297 
298---
299