conversion-copywritinglisted

# Conversion Copywriting Write copy that earns the next scroll, the next click, the sale. Clarity over cleverness; desire first, proof second; every word earns its place. ## Principles 1. **Clarity is the conversion lever.** A reader who has to decode a sentence leaves. Simple words, short sentences, one idea per line. 2. **Lead with desire/benefit, justify with proof.** Open on the outcome the reader wants; bring features, specs, and credentials in as the rational backup. 3. **Specific beats vague.** Numbers, names, concrete detail. "Recovered $340K in 90 days" beats "drives results." 4. **One job per asset.** A page, an email, an ad each has a single primary action. Cut anything that competes with it. 5. **Voice: confident, warm, non-hype.** No corporate-speak, no exclamation-point inflation. (Chykalophia voice rules, including no em dashes, in `references/voice-and-headlines.md`.) ## Pick the framework to the format (`references/copy-frameworks.md`) - PDP / product page: **PAS** or **FAB** for the body, **4 U's** headline, proof + risk-reversal blocks. - Landing page (one offer): **BAB** or **4 Ps**, or **AIDA** for the full-page arc. - Email: **PAS** hook, one job per email, **4 Ps** for offer emails. - Ads: **PAS** or **AIDA**, ruthless brevity. - Homepage / brand: **StoryBrand SB7** (customer is the hero, brand is the guide). - Long-form sales / consulting narrative: **PASTOR**. ## Default headline test: the 4 U's Every headline is checked against **Useful, Urgent,