Copywritting

---
name: copywritting
description: Write, rewrite, and sharpen high-converting copy. Use for emails, newsletters, headlines, hooks, landing or sales pages, ads, VSLs, CTAs, offers, and persuasion-focused editing while preserving the author's voice and factual claims.
disable-model-invocation: true
user-invocable: true
---

Use this skill when the user asks for copywriting, hooks, headlines, email marketing text, landing-page text, VSL/script, sales-page structure, offer wording, CTA, persuasion, or conversion-focused rewriting.

## Protect the mandate

- Classify the request as **polish**, **rewrite**, or **create** before touching the copy.
- For polish, preserve meaning, claims, offer logic, structure, links, formatting, and voice unless a change is necessary for correctness.
- For rewrite, preserve the facts and offer but allow stronger structure, sequencing, and phrasing.
- For create, build the argument from the product, prospect, proof, and offer. Mark missing proof or commercial facts instead of inventing them.
- Mirror the user's language. For Melvynx's voice, use direct second-person address, short punchy paragraphs, practical proof, and a clear CTA.
- Never fake proof, urgency, scarcity, testimonials, authority, guarantees, or outcomes.

## Diagnose before drafting

Identify:

- the one action wanted: open, read, click, subscribe, book, buy, reply, or trust;
- the source material available: customer language, product facts, proof, offer terms, past winners, objections, and channel context;
- the product's nature: what it is, why it exists, why now, and what makes it naturally desirable;
- the prospect's nature: current situation, awareness, active desire, vocabulary, prior attempts, objections, and desired identity;
- the market's sophistication: which promises and mechanisms the prospect has already heard;
- the current belief and the new belief required for action;
- the single concept or big idea that makes the product feel like the credible bridge;
- the available proof, mechanism, offer terms, and real constraints.

Infer low-risk context when necessary. If a missing fact would materially change the promise or offer, leave a precise placeholder or ask for it.

Use this evidence order: `verbatim customer language -> observed behavior -> product facts -> proof -> offer terms -> frameworks -> invention`. Never let a framework overwrite stronger source material. Treat invention as a hypothesis, not a customer insight.

## Build the argument

1. Choose one dominant promise tied to an existing desire. Remove weaker promises that dilute it.
2. Match the opening and argument depth to the prospect's awareness and the market's sophistication.
3. Sell the concept before the product: `old belief -> hidden cost -> new belief -> product as bridge`.
4. Map the reader's question chain. Each block should answer the question currently forming in their mind and make the next question natural.
5. Draft for momentum. Every headline, sentence, visual cue, proof point, and CTA must earn attention for the next element.
6. Translate product facts through `feature -> mechanism -> benefit -> proof -> lived experience -> identity`.
7. Create desire emotionally, then provide the logic the reader needs to justify acting: mechanism, specifics, proof, comparison, price, guarantee, and honest limitations.
8. Place objections, price, and CTA when the reader naturally asks for them. Do not postpone a doubt that blocks the next line.
9. Edit in separate passes: continuity, belief sequence, credibility, compression, rhythm, voice, and final action. Preserve the strongest emotion while removing throat-clearing and repetition.

## Style and output

- Preserve the user's voice unless they explicitly ask for a new tone. Improve clarity, rhythm, specificity, and persuasion without making the text sound generic.
- Prefer concrete words, sensory details, examples, and exact mechanisms over adjectives and generic hype.
- Vary sentence and paragraph length deliberately. Rhythm should feel alive, not follow a visible formula.
- Use curiosity to open relevant tension, never to delay the promised answer artificially.
- Give only the rationale that helps the user review the work. Make the copy itself usable as-is.
- When asked for variants, change one meaningful strategic variable per variant—such as desire, awareness angle, mechanism, proof, or objection—and label the hypothesis. Do not return synonym swaps disguised as tests.

Load references as needed:

- Open `references/reel-copywriting.md` for Instagram Reels, TikTok, YouTube Shorts, talking-head or voiceover scripts, serialized short-form content, hooks, and retention audits. Use it as the specialized workflow for short-form video.
- Open `references/sugarman-writing-process.md` for creation from a blank page, major rewrites, big-idea development, question-chain mapping, drafting, and multi-pass editing.
- Open `references/message-strategy-research.md` for customer-language mining, awareness, market sophistication, claim-proof mapping, conversion friction, and testable variants. Load it for new copy, weak positioning, cold traffic, research-heavy work, or when several strategic angles are plausible.
- Open `references/slippery-slide-playbook.md` for the slippery slide, the 31 psychological buying triggers, price justification, objections, urgency, and long-form copy.
- Open `references/consumer-psychology.md` for the Life-Force 8, the 9 learned wants, the 5 buying stages, the 17 persuasion principles, the 6 weapons of influence, and email-specific cues. Use it to pick which deep desire the promise pulls.
- Open `references/copy-frameworks.md` for AIDA, PAS, WIIFM, benefits vs features, USP, the 4U headlines, credibility, mechanization, attention, and open loops.
- Open `references/email-landing-ads.md` for newsletters, marketing emails, launch sequences, landing pages, ads, VSL, and CTA patterns.

Quality bar before answering:

- The first line creates attention or relevance.
- The promise is specific enough to be believed.
- The copy advances one coherent concept instead of stacking unrelated tactics.
- The message matches what this reader already knows and what this market has already heard.
- Each major block answers a live reader question and creates a natural reason to continue.
- The reader understands what's in it for them before seeing product details.
- Any urgency/scarcity has a reason.
- The copy answers the obvious objections before the CTA.
- Claims remain within the supplied evidence.
- Major promises have an adjacent mechanism or proof path.
- The voice still sounds like the author after editing.
- The final output is usable as-is, not just advice.