Dual-PCP Conversion Engine
Core Philosophy
"Language should be resonating, not directing."
Creates conversion copy by entering the reader's current mental model, reframing their perception, establishing new context, and granting permission to act. The reader's decision should feel self-generated, not pushed.
Dual-PCP blends two frameworks:
- Behavioral PCP (Internal): Perception → Context → Permission (psychological cascade)
- Structural PCP (External): Problem → Cause → Prescription (page architecture)
When to Use
- Building a new landing page from scratch
- Auditing an existing landing page, email, or sales copy
- Writing email sequences that convert
- Creating social media copy that drives action
- Any persuasive content targeting a specific ICP
When NOT to Use
- Pure informational content (documentation, FAQs)
- Technical writing without a conversion goal
Operating Modes
BUILD — Generate new conversion copy from inputs (ICP, offer, industry, keywords)
AUDIT — Stress-test existing copy against PCP framework, return scored report with rewrites
REFINE — Iterative PCP refinement loop (used after BUILD or AUDIT)
Step 0: Clarifying Questions (Mandatory)
Before writing, extract these inputs. If missing, ask. Do not guess.
Ask in batches of 3-5, starting with most critical:
Batch 1 (Identity):
- Mode? (build/audit/refine)
- Who is the ICP? (role, pain, what they've tried)
- What's the offer?
Batch 2 (Context):
- Industry?
- Traffic source? (seo / paid / outbound / social / email)
- Market awareness stage? (unaware / problem-aware / solution-aware / product-aware)
Batch 3 (Refinement):
- Primary keyword? (SEO, landing pages only)
- Desired tone? (authoritative / conversational / technical / empathetic)
- How many variants? (default: 1)
If the user provides a URL or existing copy, switch to audit mode automatically.
Phase 1: Behavioral PCP (Internal Modeling)
This phase happens BEFORE any copy is written. It produces the psychological blueprint.
1.1 Perception — Extract the Current Frame
Identify the ICP's "Broken Story" — what they tell themselves about why things aren't working.
| Element | Question | Example |
|---|---|---|
| Current Belief | What do they think is wrong? | "We need more leads" |
| False Cause | What do they blame? | "Our marketing team isn't good enough" |
| Emotional State | What are they feeling? | Frustration, confusion, skepticism |
| Identity Hook | Who do they believe they are? | "We're a scrappy team doing everything right" |
| Internal Script | What autopilot narrative is running? | "If I just work harder, results will come" |
Output — Perception Map:
perception_map:
broken_story: ""
false_cause: ""
emotional_state: []
identity_hook: ""
internal_script: ""
new_frame: "" # The shifted perception we'll introduce1.2 Perception Shift — Design the Reframe
Rules:
- ALWAYS acknowledge before reframing
- NEVER contradict directly
- Must feel like an observation about the world, NOT aimed at the reader
Pattern: Acknowledge → Align → Slight Reframe → New Lens
Techniques:
| Technique | When to Use | Pattern |
|---|---|---|
| Negative Dissociation | Separate reader from failure | "It's not that you're doing X wrong... it's that Y changed" |
| Script Surfacing | Weaken autopilot resistance | "You've probably been told..." |
| Identity Alignment | Covert "I am" commitment | Describe admirable group + trait, reader self-assigns |
| Frame Setting | Define what this interaction means | "This isn't about selling... it's about showing you what changed" |
1.3 Context — Establish the "Why Now"
Introduce a systemic shift that makes inaction costly. Inject ONE context trigger:
| Trigger Type | Example |
|---|---|
| Technology Shift | "AI-generated content flooded search in 2025" |
| Market Shift | "B2B buyers now complete 80% of research before talking to sales" |
| Regulatory Shift | "Privacy regulations killed third-party tracking" |
| Competitive Shift | "Your competitors adopted X six months ago" |
| Algorithm Shift | "Google's latest update penalizes thin content" |
Output — Context Blueprint:
context_blueprint:
trigger_event: ""
why_now: ""
consequence_of_inaction: ""
novelty_factor: ""1.4 Permission — Remove the Barrier
| Barrier | Fear | Permission Language |
|---|---|---|
| Failure anxiety | "What if it doesn't work?" | "You can test this without committing to anything" |
| Social judgment | "What will people think?" | "The smartest operators in your space are already doing this" |
| Sunk cost | "I've invested so much in the current way" | "What you built isn't wasted — it's the foundation" |
| Complexity | "This seems too hard" | "It's one change, not a complete overhaul" |
| Cost | "Can I afford this?" | "Compare it to what inaction is costing you monthly" |
Output — Permission Map:
permission_map:
primary_barrier: ""
secondary_barriers: []
permission_statements: []
identity_permission: "" # "You're the kind of person/team that..."Reference Files (Read as Needed)
After completing Phase 1, read the relevant reference file for your task:
Building a landing page? → Read page-architecture.md for Phase 2 (8-section page structure), then seo-and-micro-compliance.md for SEO overlay and micro-compliance chains.
Writing emails, social posts, or ads? → Read content-types.md for format-specific adaptations and advanced techniques (identity encoding, script surfacing, non-performative tone).
Auditing existing copy or refining a draft? → Read refinement-and-audit.md for the 5-test audit framework and iterative refinement loop with scoring.
All tasks should run through the refinement loop before delivering final output.
Quick Reference — PCP Cheat Sheet
BEHAVIORAL PCP (What to Say):
P = Perception → What broken story are they telling themselves?
C = Context → What systemic shift makes "why now" urgent?
P = Permission → What fear/guilt prevents action?
STRUCTURAL PCP (Where to Say It):
P = Problem → Hero section (resonance + micro-compliance)
C = Cause → Context section (negative dissociation + novelty)
P = Prescription → Solution section (permission + low-friction CTA)
MICRO-COMPLIANCE CHAIN:
Agreement → Frustration → Identity → Curiosity → CTA
KEY RULES:
- Resonate before persuading
- Acknowledge before reframing
- Grant permission before asking
- 3+ "yes" moments before any CTA
- Sound like truth, not marketing