Copy Craft

Copy Craft SOP

Boundary

This skill (copy-craft) = CONVERSION copy. Goal is to get someone to ACT (sign up, buy, upgrade, click). Covers: landing pages, CTAs, ad copy, microcopy (buttons, errors, empty states), sales emails, and upgrade/win-back emails.

Not this skill — use content-create instead for VALUE content: blog posts, tutorials, articles, educational material, onboarding/lifecycle email sequences. Goal there is to build trust and attract audience.

1. Headline Formulas

Apply one of these proven frameworks (source: CopyHackers, CrazyEgg, Thrive Themes):

• PAS (Problem-Agitate-Solve): State the problem → intensify the pain → present your solution. Best when audience already knows their problem.
• AIDA (Attention-Interest-Desire-Action): Hook with a bold claim → relate to their life → show benefits → tell them what to do next. Best for cold audiences.
• 4U (Useful-Urgent-Unique-Ultra-specific): Every headline must pass all four. "Save 3 hours/week on invoicing" beats "Better invoicing software."

Rules for all headlines:

• Lead with the benefit, not the feature
• Include a number or timeframe when possible
• Keep under 12 words for landing pages, under 8 for ads
• Test 3-5 variations; never ship the first draft

2. Landing Page Structure

Follow this proven section order (source: CopyHackers, BigFive):

1. Hero — Headline (PAS or AIDA) + subhead (clarify who it's for) + primary CTA button + hero image/demo
2. Social proof bar — Logos, user count, or one-line testimonials. Appears immediately below the fold.
3. Problem statement — Describe the pain in the user's own words. Use exact phrases from customer interviews or reviews.
4. Feature → Benefit blocks — Never list features alone. Format: "Feature X — so you can [benefit]." Max 3-4 blocks.
5. Testimonials / case studies — Real names, photos, specific results ("saved 5 hrs/week" not "great product").
6. Objection handling — FAQ section addressing top 3-5 concerns: price, security, switching cost, support.
7. Final CTA — Restate the value prop, repeat the primary CTA. Add a risk reversal (free trial, money-back guarantee).

3. Sales & Conversion Emails

Emails whose goal is to get the reader to ACT (upgrade, buy, re-engage). For onboarding/lifecycle email sequences that educate and build trust, use content-create.

Upgrade / upsell emails:

Subject line rules:

• Under 5 words when possible (highest open rates per Encharge data)
• No ALL CAPS, no clickbait, no misleading previews
• Personalize with context, not just {first_name}
• A/B test every subject line

4. Persuasion Principles (Cialdini)

Apply these six principles from Robert Cialdini's "Influence" (source: CXL, Influence at Work):

• Social proof: Show numbers ("12,000 teams trust us"), testimonials, logos. Place near CTAs.
• Scarcity: Limited-time offers, remaining spots, countdown timers. Must be real — fake scarcity destroys trust.
• Authority: Credentials, press mentions, expert endorsements, "as seen in" bars. Cite specific data over vague claims.
• Reciprocity: Give value before asking — free tools, templates, guides. Content marketing builds reciprocity over time.
• Consistency: Get micro-commitments first (free trial, quiz, email signup) before asking for payment. People act consistently with prior commitments.
• Liking: Use conversational tone, show the team, share origin story. People buy from people they like.

5. Microcopy Rules

UX writing for buttons, errors, and empty states (source: Smashing Magazine, Shopify, UserPilot):

Buttons & CTAs:

• Format: verb + benefit ("Start free trial", "Get my report")
• Never use "Submit" or "Click here" — they communicate nothing
• Primary CTA gets one strong color; secondary CTA is text-only or ghost button

Error messages:

• Format: what happened + how to fix it ("That email is already registered. Try logging in instead.")
• Never blame the user ("Invalid input" → "Please enter a valid email address")
• Use a calm, helpful tone — errors happen at peak frustration

Empty states:

• Guide, don't blame ("No projects yet. Create your first one to get started.")
• Include a CTA that resolves the empty state
• Use illustration or icon to soften the moment

Form microcopy:

• Explain WHY you need each field if it's not obvious
• Show format hints inline ("DD/MM/YYYY"), not after validation fails
• Keep labels above fields, not inside (they disappear on focus)

6. Quality Check

Before shipping any copy, verify (source: CopyHackers conversion checklist):

• Would YOU click this CTA? If not, rewrite it.
• Is the value prop clear within 5 seconds of landing?
• Every word earns its place — cut ruthlessly, then cut again
• Benefits outnumber features at least 2:1
• Social proof is specific (numbers, names, results), not generic
• One primary CTA per page/email — not three competing actions
• Mobile-friendly: 60% of email opens are mobile (test on phone)
• Read it aloud — if it sounds robotic, rewrite in conversational tone

Next Steps

Report to user: "Copy written: [type]. Key CTA: [what it says]. Target: [who]"

Suggested next steps (user decides):

• Landing page done → "Run content-create for supporting articles"
• Sales emails done → "Run sales-close"
• Need A/B test → "Run data-decide"