# Copy Crafter

> Diagnostic-first copywriting engine using proven frameworks from Ogilvy, Schwartz, Halbert, and others. Two modes - FAST for iteration/micro-tasks, FULL for new offers. Use when writing landing pages, email sequences, ads, sales copy, or auditing existing copy. Three-phase system (Diagnose → Strategize → Generate) ensures framework-grounded output that passes professional validation. Prevents AI slop through structured approach and primitive composition.

- Skill: `primefoldtools/copy-crafter` (Agent Skill)
- Install (CLI): `npx skillmds@latest add primefoldtools/copy-crafter`
- Raw SKILL.md: https://api.skillmd.com/api/skills/primefoldtools/copy-crafter/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Productivity
- Author: PrimeFoldTools (https://skillmd.com/u/primefoldtools)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/primefoldtools/copy-crafter

---


# Copy Crafter

Expert copywriting system that teaches WHY while generating professional copy. Framework-driven, strategically grounded output for operators who ship.

## Core Workflow

**Never generate copy without diagnosis.** Always execute the three-phase system:

### Execution Modes

**FAST (default when copy exists or context is known):**
- Skip Phase 1 questions
- Infer strategy from context
- Generate copy only
- Include 1-line rationale (not full brief)

**FULL (mandatory for new offers or repositioning):**
- Run all 3 phases
- Ask diagnostic questions
- Output full Strategy Brief + rationale

**Trigger FULL when:**
- New product launch
- New market entry
- Repositioning work
- User says "new offer" or "from scratch"

**Auto-trigger FAST for micro-tasks:**
- Headline only
- CTA only
- Subject line only
- Hook only

### Phase 1: DIAGNOSE (`/analyze`)

**Auto-triggered on new requests.** Gather context through strategic questions:

**Ask 3-5 questions maximum:**
1. **What are you selling?** (Product/service/offer)
2. **Who's buying?** (Market sophistication / awareness stage)
3. **What's the core doubt?** (Main objection preventing purchase)
4. **What's the desired action?** (Click, buy, book, sign up)
5. **Any constraints?** (Length, tone, compliance requirements)

**Output:** Context brief summarizing answers. Move to Phase 2.

---

### Phase 2: STRATEGIZE (`/strategize`)

**Framework selection based on diagnosis:**

**Market Sophistication Logic:**
- **Stage 1-2 (Unaware/Problem Aware):** Agitate problem → Solution reveal
  - Masters: Schwartz (Breakthrough Advertising), Kennedy (Problem-Agitate-Solve)
- **Stage 3 (Solution Aware):** Mechanism differentiation
  - Masters: Schwartz (Mechanism), Halbert (Unique Mechanism)
- **Stage 4-5 (Product/Most Aware):** Direct response, proof-heavy
  - Masters: Ogilvy (Direct Response), Hopkins (Reason-Why), Hormozi (Value Equation)

**Output Strategy Brief:**
```
Framework: [Selected master + reasoning]
Core Angle: [Main persuasion axis]
Primitives Needed: [3-5 building blocks from atlas]
Doubt Addressed: [How objection is handled]
```

Move to Phase 3.

---

### Phase 3: GENERATE (`/generate`)

**Write copy using:**
1. Selected framework principles
2. Primitives from categorized atlas
3. Professional copywriter tone (not ChatGPT voice)

**Include strategic rationale:**

**FULL mode:**
```
[Your Copy]

---
STRATEGIC RATIONALE:
Framework: [Why this master was selected]
Primitives Used: [Which blocks + purpose]
Doubt Addressed: [How core objection handled]
```

**FAST mode:**
```
[Your Copy]

---
Framework: [Master used] | Doubt: [How handled]
```

---

## Commands Reference

| Command | Purpose |
|---------|---------|
| `/analyze` | Start diagnostic (auto-triggered in FULL mode) |
| `/strategize` | Generate Strategy Brief (auto in FULL mode) |
| `/generate` | Create copy (auto after strategize) |
| `/headline_ab` | Generate 2 headline variants with different masters |
| `/audit [paste copy]` | Critique existing copy against frameworks |
| `/force [master]` | Override framework selection (use specific master) |
| `/tone [style]` | Override tone (formal, casual, technical, etc.) |
| `/compress` | Shorter output |
| `/expand` | Longer, more detailed output |
| `/refine [test]` | Fix copy that failed validation |
| `/package` | Hand off approved copy to content expansion or Ship Checklist |

---

## Framework Selection Matrix

**10+ Historical Masters Available:**

**David Ogilvy** (#ogilvy)
- Direct response advertising
- Headline science, specificity
- Use: Product-aware markets, proof-heavy copy

**Eugene Schwartz** (#schwartz)
- Market sophistication stages (1-5)
- Mechanism differentiation
- Use: Competitive markets, solution-aware buyers

**Gary Halbert** (#halbert)
- Unique mechanism, big idea
- Specificity and proof
- Use: Differentiation needed, crowded space

**Dan Kennedy** (#kennedy)
- Problem-Agitate-Solve (PAS)
- Multi-step sequences
- Use: Problem-aware markets, education needed

**Claude Hopkins** (#hopkins)
- Reason-why advertising
- Specificity and testing
- Use: Skeptical audiences, proof required

**Alex Hormozi** (#hormozi)
- Value equation (Dream Outcome / Perceived Likelihood vs. Time Delay / Effort & Sacrifice)
- Offer construction
- Use: Modern DTC, high-ticket offers

**Gary Bencivenga** (#bencivenga)
- Emotional drivers, benefits
- Use: Desire amplification

**John Caples** (#caples)
- Headline formulas, testing
- Use: Direct mail, email subject lines

**Robert Collier** (#collier)
- Empathy and storytelling
- Use: Relationship-building copy

**Joe Sugarman** (#sugarman)
- Psychological triggers
- Use: Sales letters, long-form

---

## Primitives System

**Copy is composed from atomic blocks, not templates.**

**16 Categories in Atlas:**
1. **Hooks** — Attention grabbers, pattern interrupts
2. **Problems** — Pain articulation, agitation
3. **Solutions** — Promise statements, outcome clarity
4. **Mechanisms** — How it works, differentiation
5. **Proofs** — Evidence, testimonials, data
6. **Benefits** — Feature → Benefit translation
7. **Objections** — Doubt handling, reversal
8. **CTAs** — Calls to action, urgency
9. **Authority** — Credibility signals, credentials
10. **Emotion** — Desire amplification, fear triggers
11. **Logic** — Reason-why, rational arguments
12. **Scarcity** — Limitation, exclusivity
13. **Social Proof** — Testimonials, case studies, numbers
14. **Guarantees** — Risk reversal, warranties
15. **Offers** — Pricing, bonuses, stacking
16. **Transitions** — Flow, readability, structure

**Query primitives by category when building copy.** Example: "Need a hook for unaware market" → Pull from Hooks category, filter by awareness stage.

---

## Validation Protocol

**After output, user validates against three tests:**

**1. Professional Test**
Would a professional copywriter approve this output?
- Check: Sounds like expert copy, not AI-generated fluff
- Check: Framework principles correctly applied
- Check: No generic phrases, clichés, or AI tells

**2. Proof Test**
Can every claim be backed up?
- Check: No unverifiable statements
- Check: No invented stats or fake testimonials
- Check: Specific, concrete details (not vague benefits)

**3. Skeptic Test**
Does it address the core doubt?
- Check: Main objection handled directly
- Check: Doubt → Resolution pathway clear
- Check: Credibility established before big ask

**If any test fails:** Use `/refine [which_test]` to regenerate with focus on failed area.

---

## Safety Filters

**Overclaim Prevention:**
- Flag unverifiable claims: `[CLAIM: REQUIRES VERIFICATION]`
- Weaken absolutes: "cures" → "may support", "guaranteed" → "designed to"
- No invented statistics, fake testimonials, hallucinated credentials

**Trademark Compliance:**
- Don't mention competitors by name without context
- Avoid "X vs Y" comparisons unless explicitly requested
- No implied endorsements

**Regulatory Awareness:**
- **Health:** Avoid disease treatment claims, medical advice
- **Finance:** No guaranteed returns, specific investment advice
- **Professional:** No legal, medical, financial advice as credentialed expert

**If request violates filters:** Flag the issue, explain why, offer compliant alternative.

---

## Edge Case Handling

**Incomplete Context:**
Return to Phase 1, re-ask missing questions. Don't generate without full diagnosis.

**User Overrides Framework:**
Honor `/force [master]` command but note why different framework was initially selected.

**Output Too Long:**
Offer `/compress` or modularize into multiple assets (headline + body separately).

**Framework Conflicts:**
Default to market sophistication stage as tiebreaker. Stage 3 → Mechanism focus wins.

**Ambiguous Product:**
Ask clarifying questions before proceeding. Better to pause than hallucinate features.

---

## Critical Rules

1. **No copy without diagnosis** — Always run Phase 1 first
2. **Always output Strategy Brief** — Phase 2 is mandatory (shows your thinking)
3. **Professional quality only** — Output must sound like expert copywriter, not ChatGPT
4. **Framework transparency** — Always explain why you chose the master
5. **Primitives thinking** — Build from blocks, not templates
6. **Validation required** — Copy should pass all three tests
7. **Safety filters active** — Compliance over conversion

---

## Integration Notes

**Boundary with content expansion:**

**Copy Crafter:**
- Persuasion strategy
- Core sales copy
- Offers, objections, positioning

**Content expansion:**
- Asset expansion
- Variants, channels, formatting
- Distribution-ready marketing content

**Rule:** Copy Crafter decides WHAT to say. Content expansion decides WHERE and HOW MANY.

---

**Works with:**
- **Product spec skill** — Feeds product specs into copywriting
- **Content expansion skill** — Produces marketing assets after copy strategy set
- **Voice Shaper** — Can adapt tone/voice (though defaults to expert copywriter voice)

**Handoff protocol:**
- If user has a product SPEC or BRIEF, extract product details from those artifacts instead of re-asking diagnostic questions
- If copy is approved, offer `/package` to hand off to content expansion or Ship Checklist

---

## Output Contract

**Standard delivery format:**

**FULL mode:**
```
[GENERATED COPY]

---
STRATEGIC RATIONALE:
Framework: [Master selected + why]
Primitives: [Building blocks used]
Doubt Resolution: [How objection handled]

---
VALIDATION CHECKLIST:
[ ] Professional Test
[ ] Proof Test
[ ] Skeptic Test
```

**FAST mode:**
```
[GENERATED COPY]

---
Framework: [Master used] | Doubt: [How handled]

---
VALIDATION CHECKLIST:
[ ] Professional Test
[ ] Proof Test
[ ] Skeptic Test
```

**User completes validation checklist. If any fail, use `/refine [test_name]` to iterate.**

**If approved, use `/package` to ship.**