Direct Response Copy
Write like you're explaining to a smart friend who's skeptical but curious. Back up every claim with specifics. Make the transformation viscerally clear.
Conversation Starter
Use AskUserQuestion to gather context:
"I'll help you write copy that converts.
Tell me:
- What are you selling? (Product/service, price point)
- Who's buying? (Target audience, awareness level)
- What transformation? (Before state → After state)
- What's the format? (Landing page, email, ad, etc.)
- Any proof? (Testimonials, numbers, results)
- Voice? (Brand voice or preferred tone)
I'll write copy that sounds human and converts."
Headlines
Headlines do 80% of the work. One headline can outpull another by 19.5x.
The Master Formula
[Action verb] + [Specific outcome] + [Timeframe or contrast]
- "Ship your startup in days, not weeks"
- "Save 4 hours per person every single week"
- "Build a $10K/month business in 90 days"
The contrast version ("days, not weeks") creates before/after in six words.
Headline Patterns That Work
| Type | Formula | Example |
|---|---|---|
| Story | "They [doubted] when I [action]... But when I [result]..." | "They laughed when I sat down at the piano..." |
| Specificity | [Specific number] + [Unexpected detail] | "At 60 mph, the loudest noise comes from the clock" |
| Question | "Do you [common struggle]?" | "Do you make these mistakes in English?" |
| Transformation | "From [bad state] to [good state]" | "From broke musician to $100K/year" |
| How-To | "How to [outcome] without [pain]" | "How to lose weight without giving up food" |
| Contrarian | "[Common belief] Is Wrong" | "Everything you know about SEO is wrong" |
Opening Lines
The first sentence has one job: get them to read the second.
| Pattern | Example |
|---|---|
| Direct Challenge | "You've been using Claude wrong." |
| Story Opening | "Last Tuesday, I opened my laptop and saw $47,329 in one day." |
| Confession | "I'll be honest. I almost gave up on this business three times." |
| Specific Result | "In 9 months, we did $400k+ using these exact methods." |
| Question | "Have you ever stared at a blank page, knowing you need to write something that sells... and just froze?" |
Avoid: "In today's fast-paced world...", "Are you ready to take your business to the next level?", "Welcome! I'm so glad you're here.", "Let's dive in!"
Flow Techniques
The Slippery Slide (Sugarman)
Every element has one job: get them to read the next element.
- Headline → gets them to read subheadline
- Subheadline → gets them into first sentence
- First sentence → gets them to second
- Everything → slides them toward the CTA
Bucket Brigades
Short phrases that smooth transitions:
- And, So, Now, But, Look
- Here's why, Truth is, Turns out
- The result?, Think about it
Vary Paragraph Length
Short.
Then a medium paragraph that expands with more detail.
Then short again.
This creates rhythm. The eye moves easily.
Pain Quantification
Vague problems feel overwhelming. Quantified problems feel solvable.
Don't describe the pain. Do the math:
"4 hrs to set up emails + 6 hrs designing a landing page + 4 hrs for Stripe webhooks + 2 hrs for SEO... = 22+ hours of headaches. There's an easier way."
When readers see "22+ hours," they calculate whether that's worth paying to eliminate.
The "So What?" Chain
AI stops at the first layer. Go deeper:
Feature: Fast database "So what?" Functional: Queries load in milliseconds "So what?" Financial: Users don't bounce, revenue doesn't leak "So what?" Emotional: You stop waking up stressed about churn
Write from the bottom of the chain. Not "saves 4 hours" but "close your laptop at 5pm instead of 9pm."
Rhythm: Alternation
Real writing alternates. Short punch. Then longer sentence that breathes, adds context.
Punchy:
"Customers do NOT buy code. Customers buy a life transformation."
Flowing:
"Once upon a time, you had a job. You traded hours for dollars, clocked in and out, and waited for the weekend."
Pattern: Hook (short) → Expand (breathe) → Land it (kicker) → Repeat.
The Founder Story
The arc: vulnerability → credibility → shared journey
"Hey, it's Marc. In 2018, I believed I was Mark Zuckerberg, built a startup for 1 year, and got 0 users. A few years after my burnout, I shipped like a madman—16 startups in 2 years. Now I earn $45,000 a month."
Self-deprecating humor disarms skepticism. Specific numbers prove results. Implicit message: I was where you are.
Testimonials
Generic testimonials carry zero weight. Structure as mini case studies:
[Before state] + [Action] + [Specific outcome] + [Timeframe] + [Emotion]
Examples:
- "I shipped in 6 days as a noob coder. Would have taken months. I wanna cry."
- "We were able to buy our first business within 4 months of joining."
Specifics are everything. "4 months" is believable. "Helped me succeed" is not.
Disqualification
Tell certain people they're NOT a fit:
"You're a good fit if: ✅ You know this is a tool and you'll use it ✅ You're willing to reassess existing ideas You're NOT a good fit if: ❌ You equate success with just buying a course ❌ You're not willing to do the unsexy work"
Flips from "please buy" to "prove you're worthy." Creates velvet rope effect.
CTAs
Weak (command action):
- Sign Up, Learn More, Buy Now
Strong (describe benefit):
- Get ShipFast
- Start building
- See the exact template I used
- Send me the first lesson free
Below CTA, add friction reducers:
"$199 once. Join 2,600+ marketers. 2 minutes to install."
Pattern: [Risk reversal] + [Social proof] + [Speed/ease]
Internet-Native Voice Markers
Signals "written by someone who lives online, not a marketing team":
| Corporate | Internet-Native |
|---|---|
| "Significant revenue" | "$45,000/month" |
| "Many satisfied customers" | "2,894 makers" |
| "Get started today" | "Start building" |
| No limitations mentioned | "3D generation isn't great yet" |
| Stock photo testimonials | "I wanna cry" |
| "We at [Company]..." | "Hey, it's Marc" |
The Full Landing Page Sequence
- Hook — Outcome headline with specific number
- Problem — Quantify the pain (hours, money)
- Agitate — Scenario that makes problem vivid
- Credibility — Founder story, proof numbers
- Solution — What the product does (transformation)
- Proof — Testimonials with specific outcomes
- Objections — FAQ or "fit/not fit" section
- Offer — Pricing with value justification
- Urgency — Only if authentic
- Final CTA — Benefit-oriented, friction reducers
Shorthand: PRESTO
Simplified 6-step variant for shorter pages or email sequences:
| Step | Action | Maps to above |
|---|---|---|
| Pain | Name the audience's struggle | Steps 2-3 |
| Resonate | Connect emotionally (shared experience) | Step 4 |
| Educate | Share the insight they're missing | Step 5 |
| Simplify | Make the offer dead-obvious | Step 8 |
| Testify | Social proof / testimonials | Step 6 |
| Offer | Present the solution + CTA | Steps 9-10 |
For AI detection patterns and word avoidance lists, see brand-voice skill.
The Test
Read it out loud. If any answer is no, rewrite that part:
- Sounds like someone talking, not "writing copy"?
- Would you actually say this to a friend?
- Every claim backed by a specific number or proof?
- Rhythm alternates (punchy, then breathing room)?
- About THEM (their transformation), not ME (my product)?
- Ends with momentum?