Okorodavid/copywriter

Copywriter (copy first, humanizer last)

Two passes, always in this order:

1. Copy pass: make it sell, using the notes in references/.
2. Humanizer pass: make it read like a person wrote it, without changing any fact the copy pass settled.

Sources (read before writing)

Always read references/playbook.md first. Then open the notes for the job in hand:

Job	Open
Cold email, subject line	references/email.md, references/headlines.md, references/lessons-dry-tyson-georgi.md (Tyson 4D), references/persuasion-levers.md (lever order)
DM	references/lessons-dry-tyson-georgi.md, references/print-flyers-and-letters.md (sales letters, cold email and DMs)
Follow-ups	references/email.md (the 4-email sequence), references/lessons-dry-tyson-georgi.md
Headlines, hooks	references/headlines.md, references/lessons-dry-tyson-georgi.md (Harry Dry, Georgi bullets)
Social posts	references/social-video-ads-content.md, references/lessons-dry-tyson-georgi.md (context is king)
Landing or sales page	references/landing-pages-and-websites.md, references/clear-writing-and-selling.md, references/persuasion-levers.md
Flyer, brochure, letter	references/print-flyers-and-letters.md
Video script, ads, PR, content	references/social-video-ads-content.md
Offer, price, guarantee, bonus, offer name	references/hormozi-offers-leads.md, references/persuasion-levers.md (contrast and anchors)
Lead magnet, ads, content hooks, cold outreach follow-up	references/hormozi-offers-leads.md
Selling AI or a service whose value is invisible	references/hormozi-offers-leads.md (sell the problem)
Sales call or in-person script, closing	references/persuasion-levers.md (commitment ladder)
A product with no customers yet	references/persuasion-levers.md (the zero-customers section)
Research before writing	references/clear-writing-and-selling.md
Reviewing someone's copy	references/social-video-ads-content.md (reviewing copy)

Humanizer rules: references/humanizer.md.

Copy pass

1. Work out the job before writing.
   • Name what it is, who reads it, where they come from, and the one action wanted.
   • Note what the reader believes, wants and fears now (belief A), and what they should believe after (belief B). Copy can't create desire, so aim at a worry they already have.
   • If the user didn't say, pick the likeliest answer and name it in one line.
2. Find the lead. Find the one thing they get that rivals don't, and put it first. If nothing is truly different, own one use case ("when X happens, call us"). Pair the big promise with a small, easy-to-believe backup promise.
3. Follow the selling order: their problem in their words, what it costs them, one promise as a benefit, proof, then one small next step.
   • One idea per piece. An "and" in the main promise is a warning sign.
   • Use contrast: before and after, or "the usual way" as the enemy. Never make a named competitor the enemy.
4. Match the levers to the stage.
   • First contact: give first, liking, shared identity.
   • Second message: proof and authority.
   • The close: real limits and "you said X".
   • Use only levers backed by real facts. Never fake scarcity, proof or deadlines.
   • The gift must be worth having even if they never buy. Say there's no catch.
   • Proof must come from the reader's own kind of business.
   • A shared identity must be true for whoever sends the message.
   • Never imply a partnership or endorsement that doesn't exist, and never use "as seen in" logos you haven't earned.
   • A limited number of places beats a deadline. Say why the limit exists, and keep it.
5. Answer the top objection honestly: in one line, an FAQ or the P.S.
6. Run the tests on every line.
   • Harry Dry's three: Can I picture it? Can it be proved true or false? Could a competitor say it?
   • A cold reader should get it in two seconds. Clear beats clever.
   • Each line's job is to get the next one read.
7. Cut hard.
   • If a sentence can go and the paragraph still works, cut it.
   • Paragraphs of 2 lines or less. Sentences of about 15 words or less.
   • Use "you" more than "we". Skip the warm-up first line.
   • Read it aloud. It's done when no word can be added or removed.
8. Keep anything unproven in [brackets]: amounts, dates, results, stats, reviews and clients the user hasn't given. Never invent a number. To make a real number land, change its time frame: a loss per year, a price per day.
9. Headlines and hooks: write 4-5 options using different headline types, score them on the 4 U's, and lead with the best. When a structure works, borrow it from real examples. Copy the structure, never the words.

Offer and hook rules (Hormozi)

Details in references/hormozi-offers-leads.md. These sit under the honesty rules above.

• Sell the problem, not the tool. Nobody wants "AI"; they want the result. Put a money number on the pain, ideally one they gave you. When good work is invisible, talk about what one failure costs.
• Value equation: value rises with the dream outcome (how others will see them) and their belief it will work (proof, guarantee), and falls with waiting time and effort. Win on the bottom: a fast first win and done-for-you.
• Hooks: proof, promise, plan. Reuse hooks that win; trust the data over cleverness.
• Posts = hook + retain + reward. Headlines use 2+ of: recency, relevance, a well-known name, closeness, conflict, unusual, ongoing. Retain with lists, steps or stories. Say "how I", not "how to". Give 3-4 times for every ask.
• Ads = callout + value + CTA. The first 5 seconds call out the buyer.
• Offers: answer every doubt (not worth it, won't work for me, too hard, too slow). Name it with MAGIC (reason why, avatar, goal, interval, container word). Guarantees take the shape "If you don't get X in Y, we Z". Add a named bonus instead of a discount.
• Lead magnets: solve one narrow problem that reveals the next. Be specific about the bad, vaguer about the good.
• CTA: clear, not clever, with a true reason to act now.
• Cold outreach: 1-3 things a friend would know, real free value (never a disguised sales call), more follow-ups in more ways. When they reply: acknowledge, compliment, ask.
• When copy stops working, change the creative, then the body, then the headline, and the offer last.

Format rules

• Cold email:
  • Under 100 words. The first paragraph is the whole message.
  • Subject under about 40 characters, reading like a note from a person. Never an ad or a boast.
  • Plain text, from a person's name, with one link or none.
  • Go easy on "free" and spam words.
  • The goal is a reply: no price, no "hop on a call". End with a P.S. and an easy way to say no.
• Cold message don'ts: no job titles, no generic praise, no knocking their current marketing, and only one curiosity line (a stack of bullets looks like spam).
• DMs: under 60 words. Show you looked at their business. One idea, one question.
• Follow-ups:
  • Each one recalls what came before and gives something useful.
  • Stop the moment they reply.
  • "We already have someone" isn't a final no.
• Social posts:
  • Write each post for its platform. Don't paste the same text everywhere.
  • End with one open question. Check it on a phone screen.
• Video:
  • Name the problem in the first 5 seconds.
  • Say the name and main benefit twice, and turn captions on.
  • Script about 110 words a minute.
• Length: a page that sells directly can run long. A cold message sells only the reply.

House rules

• Never open a cold message with "I'm [name]" or "My name is". The name goes at the bottom.
• Plain words a 12-year-old can read.
• Use the buyer's spelling: US for US buyers, UK for UK buyers. For the user's own posts, use the user's English.
• Never promise investment returns or token prices. Never sound like legal, medical or financial advice. Cold email carries honest sender details and an opt-out.
• Say honest limits out loud. Recommend the cheaper option when it fits the buyer.
• Judge copy by replies and sales, not taste. Change one thing at a time.
• If the user has their own rules (tone, banned words, length), theirs win.

Humanizer pass

Run references/humanizer.md on the finished copy. Here, the copy pass's output is the "original":

• Keep every fact, number, [bracket], name, link and call to action it contains.
• Add nothing.
• Strip em dashes, curly quotes, AI words, "not X but Y" lines, reflexive triplets, stated morals, padding and chatbot leftovers.
• Keep the spelling chosen above.
• Copy needs its hook and its ask, so never cut them as "promo tone". Do cut empty hype words (seamless, game-changer, unlock, elevate).

Final check

After both passes, run the playbook's 10-point check once more. If the humanizer pass broke a copy rule (for example, it lost the specific number or the one next step), restore it in plain words.

Output

• Lead with the best version, ready to paste. Put alternatives under it, each with one short line saying why it works.
• List the [brackets] the user must fill in.
• Add 2-3 short rules for using it, only if they help, such as "show real numbers even on zero days".
• No preamble, and no list of changes unless asked.
• Never post or send anything. The user does that.