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Copywriting Patterns

Turn customer language into copy that sells.

Methods for writing words that get read and acted on, for marketers, founders and anyone who writes to sell. You start by collecting the language customers already use, then decide the message, write headlines, structure and edit copy, and persuade with proof rather than pressure. Further suits cover landing pages, emails, ads, product descriptions, interface text and naming.

56 cards · 8 suits · 5 recipes · 2 missions

What's inside

• Listen7Have you collected your customers' own words?
• Frame7Is it clear what this piece must say?
• Hook7Will the headline earn the next line?
• Build7Can a skimmer follow the copy's shape?
• Convince7Does every claim have proof behind it?
• Edit7Is the second draft shorter and truer?
• Formats7Does the copy fit where it will be read?
• Name7Have you found a name that fits and sticks?

A few cards

Listen

Voice Of Customer

Borrow your customers' words before you invent your own.

Hook

Write Twenty Headlines

The good headline is rarely the first, so write twenty and then choose.

Convince

Proof Stack

Every claim gets the strongest evidence you can show, sitting right beside it.

One card in full

Formats

One-Goal Page

A landing page has one reader, one promise and one action, and every section earns its place by serving that action.

Landing pages swell. Every team wants its feature, its link, its newsletter box. Each addition is another exit, and a page that asks for five things gets fewer of the one that matters. A one-goal page is a deliberate choice to say no to everything else.

How to use it

1. Write the page's goal as one sentence: who it is for, what it promises, what they do.
2. List every section and link you plan to include.
3. For each, ask: does this help that reader take that action? Cut or move anything that doesn't.
4. Order the rest: promise, proof, how it works, objections answered, action, repeated near the end.
5. Remove the main navigation, or reduce it, if the page is a destination for paid or emailed traffic.

Example

A hypothetical charity builds a page for a sponsored walk. It drops the links to its shop, blog and annual report, keeps the route, what the money funds, what walkers get and a single "Sign me up" button, repeated after the FAQ.

Watch out

• Hiding things people genuinely need, such as contact details or terms. One goal doesn't mean trapping the reader.

Start from One Ask and Message Hierarchy; keep the headline in line with Message Match.

Recipes

• Headline Sprint: Start from customer phrases and one promise, write twenty headlines in several classic forms, score the shortlist on four questions and pair the winner with a plain subhead.
• Name It: Agree what the name has to do, choose the kind of name, generate a hundred options, then filter the shortlist for sound, spelling, legal risk, real-world fit and what strangers make of it.
• Second Draft: Come back to the draft as a stranger, hold it to one promise, strip the padding and the jargon, turn it to face the reader, listen to it aloud and make sure every claim can be backed up.
• Sell Without Tricks: Back each claim with the best evidence next to it, add named customer voices, answer doubts where they arise, use deadlines only when they are real, state the guarantee simply and sweep the whole flow for manipulation.
• Write An Email Sequence: Picture one reader, place them on the awareness scale, map every email's job and exit, then write subject and preview as a pair, open each email with an easy line and close it with a single ask.

Missions

• Audit copy for honest persuasion: from a finished page, email or ad to a marked-up review of every claim, proof gap, pressure tactic and dark pattern, with a fair rewrite for each.
• Write a landing page: from a product and the words customers already use to a one-goal page draft with headline options, proof, objections answered, a call to action and the first version to test.

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