Write copy that converts

What you'll get

Finished, shippable copy: sales letters, landing pages, video script structures, emails, ad copy for Facebook, Google, and TikTok, subject lines, and offers. What sets it apart from asking any chatbot to "write me an email" is the order of operations. The workflow researches before it writes, and that sequence is the whole reason the output lands.

Why research comes first

The quality of a piece of copy is decided before the first word, by how well the writer understands the product, the audience, and the market. So this workflow refuses to draft from nothing. It establishes five things first: who the reader actually is (defined by motivation and belief, not demographics), what they deeply want, what is blocking them, the tension between those two, and the unique mechanism that makes your claims believable to a market that has heard every claim already. Hand it those five and the copy comes back specific. Withhold them and it asks, rather than papering over the gap with generic lines.

The steps

1. Bring the assignment and the context together.

/marg:copywrite landing page for our new analytics tier. Audience: heads of product at 50-200 person SaaS companies who already pay for three dashboards they distrust.

The richer that brief, the fewer questions come back at you. If a Growth Blueprint already exists (chapter 19), say so, because its positioning hypothesis and customer segments feed straight into the research layer and save you the retelling.

2. Answer what it asks. Anything missing comes back as a direct question, one at a time, rather than a form to fill, so the back-and-forth stays conversational.

3. Take the draft and its refiner options. Copy arrives ready to ship, with a short list of named improvement passes under it: sharpen the hook, add specificity, tighten by a third, soften for a skeptical audience. Naming the weakness beats "make it better," so each option points at a real change rather than a vague hope.

4. Spin variants from the same base. One research pass funds many assets, which is where the real return is. Ask for the email cut, the ad version under 150 words, ten subject lines, and they all hold the same angle and mechanism while changing only length and intensity to fit each channel.

What comes back

Every asset clears a mandatory humanizer scrub before it reaches you. The scrub strips the patterns that mark text as machine-written, the telltale verbs, the inflated adjectives, the formulaic contrasts, then confirms a real voice is present in their place: a point of view, varied rhythm, concrete detail. Nothing ships without that pass, which is why the output does not read like a machine produced it.

Variations

• House voice: if your brand has writing rules, state them once and they override the defaults for everything that follows.
• Strategy without drafting: the research layer stands on its own. Ask for an avatar profile, a value-proposition set, or a read on where your market sits on the sophistication ladder, before you commit to any asset.
• Reddit and forums: posting where polish is a liability is a different job, so the skill has a dedicated Reddit-authenticity mode. It gates on your real specifics, keeps you as the author, and writes in a rougher register that survives a skeptical community, rather than the persuasive polish that wins a landing page.

If something goes wrong

• The copy feels generic: the inputs were thin. Name a real customer and tell their story in three sentences, then rerun, because specificity in is what produces specificity out.
• The claims feel too big or too small for your market: say which way, and the sophistication calibration adjusts. A mature market needs a new mechanism, not a louder version of the same promise.
• Legal or compliance limits apply: state them up front ("no income claims") and the drafts respect them from the first pass rather than after a rewrite.