direct-response-copy

# Direct Response Copy

This skill creates copy that converts visitors into customers by combining strategic page architecture with time-tested persuasion principles - not templates or hacks.

## The Core Conversion Framework: AMA

With every single marketing asset, the priority is: **Audience > Message > Action**.

1. **Audience**: Identify exactly who you are talking to. Bring a real person to mind (a persona) and imagine you are speaking directly to them.
2. **Message**: What is the one key message they need to hear to move forward?
3. **Action**: What specific action do you want them to take right now?

## Objective

Write landing pages and sales copy that motivate immediate action by addressing objections, building desire, and making the next step irresistible.

## Intake Questions

Before writing conversion copy, gather context:

1. **The Offer**: What exactly are you selling? Features, pricing, terms?
2. **Target Audience**: Who is this for? What's their current situation and desired future?
3. **Main Objections**: What are the top 3-5 reasons people don't buy?
4. **Proof Elements**: What results, testimonials, credentials, or data do you have?
5. **Competitive Alternatives**: What else could they do instead? Why is this better?
6. **Desired Action**: What specifically should they do? (Buy, sign up, book call, etc.)
7. **Traffic Source**: Where are visitors coming from? What do they already know?
8. **Price Point & Risk**: What does it cost? What guarantees exist?

## Page Architecture

Structure landing pages in this proven sequence:

### 1. Hero Section
The first screen - make or break moment.

**Elements**:
- **Headline**: The big promise or transformation (see headline formulas below)
- **Subheadline**: Clarify who it's for and the main mechanism
- **Primary CTA**: The main action button
- **Hero Image/Video**: Show the product, result, or transformation
- **Trust Signals**: Logos, ratings, or quick proof

### 2. Problem Agitation
Make them feel the pain