Afrexai Copywriting Mastery

Copywriting Mastery

Complete copywriting system — from research to revision. Write copy that converts for landing pages, emails, ads, UX, sales pages, video scripts, and any user-facing text.

Quick Copy Health Check

Run /copy-check on any draft:

Score: X/8. Below 6 = rewrite before publishing.

Phase 1: Research Before Writing

Never write cold. Every piece of copy starts with research.

Customer Voice Mining

Where to find real language your audience uses:

Voice-of-Customer Brief

audience:
  who: "[specific person, not demographic]"
  current_state: "[what life/work looks like now]"
  desired_state: "[what they want it to look like]"
  biggest_frustration: "[in their exact words]"
  trigger_event: "[what makes them search for a solution NOW]"

messaging:
  primary_desire: "[the one outcome they'd pay anything for]"
  top_3_objections:
    - "[objection 1 — in their language]"
    - "[objection 2]"
    - "[objection 3]"
  proof_they_need: "[what evidence would convince them]"
  words_they_use: ["[exact phrases from research]"]
  words_to_avoid: ["[jargon, corporate speak they hate]"]

Awareness Level Assessment

Every reader sits at one of 5 levels. Your copy must match:

Rule: Most copy fails because it's written for the wrong awareness level.

Phase 2: Headline Engineering

The headline does 80% of the work. If nobody reads past it, nothing else matters.

8 Headline Formulas That Work

Headline Quality Test

Score each headline 1-5 on:

Total ≥ 20 = publish. 15-19 = tweak. Below 15 = rewrite.

Headline Anti-Patterns

• ❌ Clever puns nobody gets
• ❌ Questions the reader answers "no" to
• ❌ Longer than 12 words (for ads/emails)
• ❌ Leading with your company name
• ❌ Using "we" instead of "you"

Phase 3: Core Copy Frameworks

PAS — Problem, Agitation, Solution

Best for: email, short-form, ads, social posts.

[PROBLEM] — Name the specific pain they feel right now.
[AGITATION] — Twist the knife. What happens if they don't fix it? What's it costing them?
[SOLUTION] — Here's how to fix it. Introduce your product/service.

Example:

Your sales team spends 3 hours a day on manual data entry. (Problem)

That's 15 hours a week per rep — $78,000/year in lost selling time across a 10-person team. Your competitors automated this last quarter. (Agitation)

SalesFlow syncs your CRM in real-time. Zero manual entry. Your reps sell; the system handles the rest. (Solution)

AIDA — Attention, Interest, Desire, Action

Best for: landing pages, sales pages, long-form.

BAB — Before, After, Bridge

Best for: case studies, testimonials, transformation stories.

[BEFORE] — Paint their current painful reality.
[AFTER] — Show the transformed state they want.
[BRIDGE] — Your product/service is the bridge between the two.

4U Framework — Urgent, Unique, Ultra-specific, Useful

Best for: headlines, subject lines, CTAs. Score each element 1-4.

PASTOR — Problem, Amplify, Story, Testimony, Offer, Response

Best for: long-form sales pages, webinar scripts, VSLs.

Problem: Name it in their words
Amplify: What happens if they ignore it (emotional + financial cost)
Story: Your/client's journey through the same problem
Testimony: Social proof from people like them
Offer: Present the solution with clear value stack
Response: Tell them exactly what to do next

Phase 4: Copy by Medium

Landing Pages

Structure (top to bottom):

1. Hero section: Headline + subhead + CTA + hero image
2. Problem section: 3 pain points with empathy
3. Solution section: How it works (3 steps max)
4. Benefits section: Feature → Benefit → Proof for top 3-5 features
5. Social proof: Testimonials, logos, numbers
6. Objection handling: FAQ addressing top 3 concerns
7. Final CTA: Restate value prop + urgency + risk reversal

Landing page rules:

• One page = one goal = one CTA (repeated 3+ times)
• Above the fold: headline, subhead, CTA, visual. Nothing else.
• Feature → Benefit translation: "We have X" → "You get Y, which means Z"
• Remove navigation (reduce exit points)
• Social proof near every CTA
• Page load < 3 seconds

Conversion benchmarks:

Email Copy

Subject line formulas:

Email body rules:

• First line = hook (never "I hope this email finds you well")
• One idea per email
• Write at 5th-grade reading level
• CTA button + text link (both)
• P.S. line gets read — put your best hook or proof there
• Mobile-first: short paragraphs, 1-3 sentences each

Ad Copy (Facebook / Google / LinkedIn)

Facebook/Instagram ad structure:

[Hook — 1 line that stops the scroll]
[Problem — 1-2 lines of empathy]
[Solution — what you offer, 1-2 lines]
[Proof — one specific result or testimonial]
[CTA — clear next step with low friction]

Google Search ads:

• Headline 1: Include exact search keyword
• Headline 2: Benefit or differentiator
• Headline 3: CTA or trust signal
• Description: Address the intent behind the search, not just the keyword

LinkedIn ad rules:

• Professional tone but not corporate
• Lead with industry-specific insight
• Use "you" more than "we"
• Stats outperform stories on LinkedIn

UX Copy

Microcopy decision table:

UX writing rules:

• Lead with the verb
• No double negatives
• Front-load the important word
• Same word = same meaning everywhere (consistency)
• Error messages: never blame the user

Sales Pages (Long-Form)

Sales page blueprint (PASTOR extended):

1. Pattern interrupt headline (curiosity + specificity)
2. Opening story (relatable struggle → discovery → transformation)
3. Problem amplification (emotional + financial cost of inaction)
4. The "aha" moment (insight that makes your solution inevitable)
5. Solution introduction (what it is, how it works, why it's different)
6. Value stack (everything they get — list each component with value)
7. Social proof block (3-5 testimonials with specific results)
8. Objection crusher (FAQ with embedded selling)
9. Risk reversal (guarantee with specific terms)
10. Urgency/scarcity (real deadline or limited availability)
11. Final CTA (restate transformation + exact next step)
12. P.S. (restate biggest benefit + guarantee + deadline)

Video Scripts (VSL / YouTube)

Hook formula (first 5 seconds):

[Surprising claim or result] + [Why you should keep watching]
"We went from 0 to $1M ARR in 9 months using a system most founders ignore. Here's the framework."

VSL structure:

1. Hook (0-15 sec): Bold claim + qualify viewer
2. Problem (15-60 sec): Their situation, what they've tried, why it failed
3. Story (1-3 min): Your journey through same problem
4. Solution (3-5 min): The framework/system (teach, don't pitch)
5. Proof (5-6 min): Case studies, screenshots, testimonials
6. Offer (6-7 min): What they get, what it's worth, what they pay
7. CTA (7-8 min): Exactly what to do next + urgency

Phase 5: Persuasion Techniques

Feature → Benefit → "So What" Chain

Never stop at the feature. Go 3 levels deep:

Rule: Always write at the "So What" level.

Social Proof Hierarchy

Most persuasive → least persuasive:

1. Specific results — "$47K in 30 days" beats "great results"
2. Named testimonials with photo — Real people > anonymous quotes
3. Logos of recognizable companies — "Trusted by Stripe, Notion, Linear"
4. Numbers at scale — "12,847 teams use this" (odd numbers feel more real)
5. Media mentions — "Featured in TechCrunch"
6. Certifications / awards — SOC2, G2 badges
7. Generic quotes — "This is amazing!" (weakest — avoid if possible)

Objection Handling in Copy

Power Words by Emotion

Words to Cut

Phase 6: Brand Voice System

Voice Definition Template

brand_voice:
  personality: "[3 adjectives — e.g., bold, clear, warm]"
  
  we_are:
    - "[trait 1 with example]"
    - "[trait 2 with example]"
    - "[trait 3 with example]"
  
  we_are_not:
    - "[anti-trait 1 with example]"
    - "[anti-trait 2 with example]"
    - "[anti-trait 3 with example]"
  
  tone_spectrum:
    formal_casual: 7  # 1=corporate, 10=slang
    serious_playful: 6  # 1=grave, 10=goofy
    technical_simple: 4  # 1=jargon-heavy, 10=ELI5
    reserved_enthusiastic: 7  # 1=muted, 10=exclamation marks
  
  vocabulary:
    always_use: ["build", "ship", "grow", "earn"]
    never_use: ["synergy", "leverage", "holistic", "paradigm"]
    our_terms:
      - internal: "user" → our_word: "builder"
      - internal: "subscription" → our_word: "membership"
  
  punctuation:
    contractions: true  # "we're" not "we are"
    exclamation_marks: "sparingly — max 1 per page"
    em_dashes: "yes — for emphasis and asides"
    oxford_comma: true