Brand Voice
Marketing copy generation with framework-driven consistency. User-first, transformation-focused, always with a clear CTA.
Instructions
Step 1: Identify the Brand
Determine which brand this is for, then load its reference file from references/.
Each brand file should contain: identity, tagline, ICP (ideal customer profile), customer psychology, tone, key messages, and anti-patterns.
See references/cyberdyne-systems.md for an example brand file.
Step 2: Pick the Right Framework
Match the copy framework to what you're writing:
| Content Type | Framework | When to Use |
|---|---|---|
| Landing page hero | PAS (Problem → Agitate → Solve) | When the audience feels the pain already |
| Email sequence | AIDA (Attention → Interest → Desire → Action) | Nurturing cold leads to conversion |
| Social posts | Hook → Value → CTA | Short-form engagement |
| Feature announcement | FABE (Feature → Advantage → Benefit → Evidence) | When you have proof/numbers |
| Comparison/competitive | BAB (Before → After → Bridge) | Showing transformation |
| Testimonial page | Social proof cascade | When you have customer stories |
Step 3: Apply Copy Principles
- User-first voice: "You can..." not "Acme allows..."
- Specificity sells: "200 attendees" beats "large events"
- Transformation > features: What does their life look like after?
- Social proof: Real humans, real results
- Clear next step: Every piece has one CTA
- Hook first: Reason to care in the first second
Step 4: Customer Psychology
Always ask before writing:
- "Who is this actually for?" — no "generic user"
- "What's the transformation?" — features → life after
- "What's the hook?" — find it before writing
Step 5: Deliver with Variants
Every deliverable includes:
- Headline (2-3 A/B variants)
- Subheadline (supports the hook)
- Body copy (transformation-focused)
- CTA (single, clear action)
- Hypothesis — why this version should work
Step 6: Platform Adaptation
Adapt the same message for different platforms:
| Platform | Constraints | Style |
|---|---|---|
| Landing page | No length limit | Full narrative, multiple sections |
| Subject line < 50 chars | Personal, conversational, one CTA | |
| X/Twitter | 280 chars | Punchy, hook-first, link in bio |
| 3000 chars | Professional, story-led, insight-driven | |
| Discord | No markdown tables | Bold + bullets, casual tone |
"This / Not That" — Universal Rules
| ✅ This | ❌ Not That |
|---|---|
| "You'll have a site live in 10 minutes" | "Our platform enables rapid deployment" |
| "200 parents signed up in one weekend" | "Our solution drives high adoption rates" |
| Specific numbers and names | Vague superlatives ("best", "powerful", "revolutionary") |
| Customer language | Product language |
| One CTA per piece | Multiple competing CTAs |
| Earned confidence | Hype or desperation |
Adding New Brands
Create a new file in references/ following this structure:
# [Brand Name] Brand Guide
## Identity
- **Domain:** example.com
- **Tagline:** "Your tagline here"
- **ICP:** Who is the ideal customer?
- **Market:** Geographic or demographic focus
## Customer Psychology
- **Primary driver:** What motivates the purchase?
- **Fear:** What are they afraid of?
- **Aspiration:** What do they want to become?
## Voice & Tone
- **Personality:** [e.g., confident but approachable]
- **Register:** [e.g., casual professional]
- **Unique phrases:** [brand-specific language]
## Key Messages
1. [Primary value prop]
2. [Secondary value prop]
3. [Social proof angle]
## Anti-Patterns (Never Do This)
- [Brand-specific mistakes to avoid]
Gotchas
- Generic copy is worse than no copy — If you can swap in any competitor's name and it still works, the copy is too generic. Rewrite with product-specific details.
- Framework mismatch kills conversion — PAS on a feature announcement feels manipulative. FABE on a cold email feels robotic. Match the framework to the content type.
- Don't mix brand voices — Each brand has its own personality. Writing Brand A copy in Brand B's voice confuses both audiences.
- CTA competition — Two CTAs on one page split attention and reduce conversion. Pick the one that matters most.
- Load the brand reference every time — Don't rely on memory. Brand details drift. Read the file.