melgarafael/growthos/copywriting

Copywriting Skill

🔒 MANDATORY — Read before generating any copy

Before producing any line of copy, read in this order:

1. growthOS/voice/GOLDEN-DOC.md — canonical voice for @melgarafael / AutomatikLabs
2. growthOS/voice/virais/INDEX.md — master viral index
3. growthOS/voice/virais/PATTERNS/{category}.md for the editorial category matching the request (viralizacao / lead-capture / saves-retencao / venda)
4. brand-voice.yaml sections: voice, anti_slop, viral_intelligence

Viral intelligence rules:

• Apply patterns tagged voice_fit: aligns directly
• NEVER copy patterns tagged voice_fit: conflicts, even if they worked elsewhere
• Prefer high-seen_count aligned patterns over inventing new structure
• Cite the viral source in an inline comment for traceability

Trigger Conditions

Use this skill when the user asks to:

• Write marketing copy, headlines, or taglines
• Create social media posts or captions
• Draft email subject lines or email body copy
• Write landing page copy or product descriptions
• Craft CTAs (calls-to-action)
• Improve or rewrite existing copy
• Generate ad copy (paid social, search ads)
• Write newsletter content

Brand Voice Integration

MANDATORY: Before writing ANY copy, load the brand voice configuration.

from growthOS_shared.config import load_brand_voice
brand = load_brand_voice()

Every piece of copy must:

1. Match brand.tone descriptors
2. Avoid all terms in brand.avoid and anti_slop.banned_phrases
3. Follow anti_slop.style_rules
4. Respect platform-specific tone_override when targeting a specific channel
5. Stay within platform max_length limits

Anti-Slop Enforcement Rules

Anti-slop is the single most important quality gate for AI-generated copy. Without it, all output converges to the same generic AI voice.

Tier 1: Hard Banned (auto-reject)

These phrases are NEVER acceptable in any context. If they appear in output, the copy fails validation:

• "game-changer", "revolutionary", "cutting-edge", "best-in-class"
• "synergy", "leverage" (as verb for non-physical things), "disrupt"
• "innovative solution", "transform your", "unlock the power"
• "dive deep", "it's worth noting", "in today's fast-paced"
• "at the end of the day", "think outside the box"
• "move the needle", "low-hanging fruit", "paradigm shift"
• "holistic approach", "seamlessly integrate"

Plus any terms in brand-voice.yaml → anti_slop.banned_phrases and brand.avoid.

Tier 2: Conditional Ban (require evidence)

These patterns are allowed ONLY when backed by specific data:

Tier 3: Style Rules (always enforce)

1. Active voice — "We built X" not "X was built by us"
2. Specific over vague — Numbers, names, timeframes beat adjectives
3. No clickbait — Headlines must deliver on their promise
4. No hedging — Remove "just", "simply", "actually", "basically", "essentially"
5. No filler — Remove "in order to" (use "to"), "due to the fact that" (use "because")
6. Concrete verbs — "Ship", "build", "cut", "grow" over "utilize", "facilitate", "enable"
7. Reader-first — "You" before "We". Address the reader's situation, not your product.

Slop Detection Prompt

Before finalizing any copy, run this mental checklist:

• Could a competitor say the exact same sentence about their product? → Too generic, rewrite.
• Does this sentence contain information or just vibes? → If vibes only, add specifics or cut.
• Would a real human say this in conversation? → If not, simplify.
• Is any word here only because it "sounds professional"? → Cut it.

Copywriting Frameworks

AIDA — Attention, Interest, Desire, Action

The foundational framework for persuasive copy. Works for: landing pages, emails, ads, long-form sales pages.

AIDA Template — Landing Page Hero:

[ATTENTION] — Headline: Bold claim or question that addresses their biggest pain
[INTEREST] — Subheadline: How you solve it, with one specific detail
[DESIRE] — Social proof: "Join [X] teams who [specific result]"
[ACTION] — CTA button: Action verb + outcome ("Start shipping faster")

AIDA Template — Email:

Subject: [ATTENTION — curiosity or benefit hook]
Line 1: [INTEREST — relatable problem or scenario]
Body: [DESIRE — how your solution changes their situation]
CTA: [ACTION — single clear next step]
PS: [Reinforce urgency or add secondary benefit]

PAS — Problem, Agitate, Solution

The most effective framework for copy that converts through empathy. Works for: emails, ads, social posts, product descriptions.

PAS Example:

[PROBLEM] You're spending 15+ hours a week on content that gets 200 views.
[AGITATE] Meanwhile, your competitors are posting daily and dominating
your keywords. Every week you delay, they build more authority that's
harder to overcome.
[SOLUTION] GrowthOS generates a full content calendar in 10 minutes,
optimized for your actual audience — not generic AI slop.

PAS Calibration:

• Agitation should be truthful, not manipulative. Describe real consequences, not fear-mongering.
• The transition from Agitate → Solution should feel like relief, not a hard sell.
• The problem should be recognizable to the reader in the first 3 seconds.

4U Headline Formula

Every headline should score high on at least 3 of the 4U criteria:

Scoring: Total ≥ 12 = strong headline. 8-11 = needs work. <8 = rewrite.

Examples:

❌ "Improve Your Marketing" (Useful: 2, Urgent: 1, Specific: 1, Unique: 1 = 5)
✅ "How 3 B2B Teams Cut Content Costs 40% in 30 Days" (U:4, Ur:3, S:4, Un:3 = 14)

Additional Headline Formulas

How-to: "How to [achieve desired outcome] without [common objection]"

How to Build a Content Engine Without Hiring a Content Team

Number list: "[Number] [unexpected adjective] ways to [benefit]"

7 Counterintuitive Ways to Double Your LinkedIn Engagement

Question: Direct question that the reader answers "yes" to mentally

Still writing social posts one at a time?

Negative: "Stop [common mistake that costs them]"

Stop Writing Content Nobody Searches For

Proof: "[Specific result] in [specific timeframe]"

From 0 to 50K Organic Visits in 6 Months: Our Playbook

CTA Patterns

CTA Formula

Structure: [Action Verb] + [Outcome/Benefit]

CTA Context Rules

CTA Placement Rules

1. Above the fold — Primary CTA visible without scrolling
2. After value demonstration — Place CTA after showing a benefit or proof point
3. End of content — Always close with a CTA
4. One primary CTA per section — Don't compete with yourself
5. Sticky CTA on mobile — For landing pages, keep CTA accessible during scroll

Micro-copy Around CTAs

The words around the button matter as much as the button text:

[Trust signal] "Join 2,400+ marketing teams"
[Button] Start Free — No Credit Card
[Objection handler] "Cancel anytime. Setup takes 3 minutes."

Emotional Triggers

The 7 Core Emotional Triggers for Marketing Copy

Use these deliberately and ethically — manipulative copy backfires long-term.

Applying Emotional Triggers by Platform

Platform-Specific Copy Guidelines

LinkedIn

• Lead with insight, not promotion
• First line is the headline — make it stop the scroll
• Use line breaks liberally (mobile readability)
• End with a question to drive comments
• Hashtags: 3-5 max, specific to topic
• Carousel posts: 1 key point per slide, 8-12 slides max
• Character limit: 3,000 (but aim for 800-1,500 for engagement)

Twitter/X