karvifi/foundation/copywriting

SKILL: Copywriting

Purpose

Write words that make people take action. Not just clear — persuasive and converting.

Core Formulas

PAS (Problem → Agitate → Solve)

Best for: emails, short ads, intro paragraphs

Problem: State the exact pain the reader has
Agitate: Make them feel the cost of NOT solving it
Solve: Present your solution as the answer

AIDA (Attention → Interest → Desire → Action)

Best for: long-form pages, email sequences

Attention: Hook that stops the scroll
Interest: Relevant information that builds curiosity
Desire: Create want through benefits and proof
Action: Clear, low-friction CTA

BAB (Before → After → Bridge)

Best for: testimonials, case studies, social ads

Before: What life looks like now (the pain)
After: What life looks like with your solution
Bridge: Your product is how they get from Before to After

Headline Formulas (test 3-5 variants)

How to [achieve outcome] without [common pain]
[Number] [adjective] ways to [achieve outcome]
The [adjective] guide to [topic]
[Outcome] in [time period] — [mechanism]
Why [common belief] is wrong (and what to do instead)
If you can [simple action], you can [desired outcome]
[Name/type of person]: [specific benefit you might not know about]

The 5 Objections to Handle

Every piece of copy must address:

1. I don't have time
2. I can't afford it
3. It won't work for me specifically
4. I don't believe you
5. I don't need it right now

CTA Formulas

Bad CTA: "Submit" / "Click here" / "Learn more"
Good CTA: [Action verb] + [specific outcome]
 
Examples:
- "Get my free [resource]"
- "Start building in 5 minutes"
- "See how [customer] got [result]"
- "Claim your [discount/bonus] before [deadline]"

Voice & Tone Guide

• Write at grade 8 reading level (Hemingway App test)
• Short sentences (average < 20 words)
• Active voice, not passive
• "You" not "our users" or "customers"
• Specific > vague ("increase conversions by 34%" not "improve results")
• Show, don't tell ("Trusted by 12,000 marketers" not "trusted by many")

Quality checks

• [ ] Headline is benefit-focused (not clever, not vague)
• [ ] Every paragraph has a job (delete if it doesn't)
• [ ] Top 5 objections addressed
• [ ] CTA is specific (action verb + outcome)
• [ ] Hemingway score ≤ grade 10
• [ ] At least 3 social proof elements