---
name: copy-patterns-reference
description: Proven copy patterns — headline formulas, CTA patterns, social proof formats, section copy structures. Loaded by @copywriter when writing any marketing/sales page.
---

# Copy Patterns — What Works and Why

## 1. Headline patterns

### Pattern 1: Result + Timeframe + Objection Killer
> "[Achieve specific result] in [timeframe] — even if [main objection]"

**Examples:**
- "Get 20 new clients in 30 days — even if you have zero followers and hate selling"
- "Speak conversational Spanish in 90 days — even if you failed every language class in school"
- "Build a 6-figure freelance business in 6 months — even if you've never had a single client"

**Why it works:** Promises a specific outcome, sets a deadline (urgency + believability), and preemptively kills the #1 reason they'd scroll past.

### Pattern 2: The Curious Discovery
> "The [adjective] [thing] that [produces unexpected result]"

**Examples:**
- "The 30-second morning ritual that shrinks waist measurements in 14 days"
- "The forgotten 1947 sales technique that outperforms modern AI copy 4:1"
- "The single LinkedIn setting that 94% of professionals leave turned off — and it's costing them job offers"

**Why it works:** Creates a curiosity gap. The reader must consume the content to satisfy the itch.

### Pattern 3: Bold Claim + Proof Anchor
> "[Bold promise]. [Specific proof point that makes it credible]."

**Examples:**
- "We helped 14,000 patients reverse metabolic syndrome. Without a single prescription."
- "Our students have generated R$47M in combined revenue. Here's the system they all used."
- "93% of our graduates get hired within 60 days. Here's why."

**Why it works:** Bold claim alone = skepticism. Bold claim + specific number = curiosity + "maybe this is real."

### Pattern 4: "How to" + Eliminate the Pain
> "How to [desired result] without [painful thing they hate doing]"

**Examples:**
- "How to fill your calendar with qualified leads without cold calling, networking events, or posting daily content"
- "How to lose 10 kg without giving up carbs, counting calories, or spending hours at the gym"
- "How to launch a SaaS product without writing code, hiring developers, or spending 6 months building"

### Pattern 5: The Question That Hits Home
> "[Question that describes their exact situation]?"

**Examples:**
- "Still paying R$3,000/month for a marketing agency that can't explain where your leads come from?"
- "Working 12-hour days and still can't afford to take a real vacation?"
- "How many more diets will you start on Monday and quit by Wednesday?"

**Why it works:** If the question describes their reality, they feel seen. Feeling seen = trust = continued reading.

### Pattern 6: The New Category
> "Introducing [New Category Name]: the [alternative] to [old way]"

**Examples:**
- "Introducing Metabolic Signaling: the alternative to calorie counting that actually lasts"
- "Introducing Silent Funnels: client acquisition without content, cold outreach, or ads"
- "Introducing Micro-SaaS Stacking: building income streams without raising capital or hiring teams"

---

## 2. Subheadline patterns

The subheadline qualifies the headline — who it's for, how it works at surface level.

**Pattern: For [audience] who [situation]**
- "For coaches, consultants, and service providers who are tired of trading time for money"
- "For women over 40 who've tried every diet and feel like their body has given up"

**Pattern: The [method] that [differentiator]**
- "The 21-day protocol used by 14,000 patients — now available for home use"
- "The exact funnel template responsible for R$2.3M in revenue — no tech skills required"

**Pattern: Without [pain] / No [requirement]**
- "No gym membership. No meal prep. No willpower required."
- "Without posting daily. Without cold DMs. Without hiring an agency."

---

## 3. Social proof patterns

### The Specific Number Strip
> "[Number] [people/companies] already [achieved result]"

**Good:**
- "14,237 professionals trained since 2019"
- "R$47M in combined student revenue"
- "4.9/5 average rating across 2,300 reviews"

**Bad:**
- "Thousands of satisfied customers" (vague)
- "Trusted by many companies" (unmeasurable)

### The Named Testimonial
> "[Specific result] — [Name], [Role/Location]"

**Good:**
- "I went from 3 clients to 42 in 8 months — Fernanda Oliveira, Digital Strategist, São Paulo"
- "Lost 12 kg in the first 21 days without changing what I eat — only when I eat — Carlos Mendes, 47, Engineer"

**Bad:**
- "Great product, loved it!" — J.S. (no specificity, initials only)
- "Changed my life" — Anonymous (no detail, not credible)

### The Logo Bar
Show 5-8 client/media logos. If you don't have logos, use "As seen in" with publication names. If you don't have either, use specific numbers instead.

### The Mini Case Study (3 lines)
> **Before:** [situation before]
> **After:** [situation after]
> **Time:** [how long it took]

**Example:**
> **Before:** R$8,000/month, working 14-hour days, 3 clients
> **After:** R$42,000/month, working 6 hours/day, 28 clients on autopilot
> **Time:** 5 months with the Silent Funnel Blueprint

---

## 4. CTA (Call to Action) patterns

### Benefit-framed (always preferred)
- "Start My 21-Day Reset"
- "Get My Free Analysis"
- "Download the Blueprint"
- "See My Personalized Plan"
- "Start Getting Clients Today"

### Anti-pattern CTAs (never use)
- "Submit" — sounds like surrendering
- "Buy Now" — focuses on the cost, not the benefit
- "Click Here" — meaningless
- "Learn More" — weak commitment, delays action
- "Sign Up" — bureaucratic

### CTA supporting copy (below the button)
- "Join 14,237 professionals who already use this system"
- "30-day money-back guarantee — zero risk"
- "Takes 2 minutes. No credit card required."
- "You can cancel anytime. No questions asked."

---

## 5. Section copy patterns

### The "Why This Exists" section
> "I created [Product] because [personal experience or observed problem].
> After [working with X people / spending Y years], I saw the same pattern:
> [The common mistake or gap].
> [Product] fixes that — in [timeframe], not [longer alternative]."

### The "How It Works" section (3 steps max)
```
Step 1: [Simple action] → [Immediate micro-result]
Step 2: [Next action] → [Progress marker]
Step 3: [Final action] → [The desired outcome]
```

**Example:**
```
Step 1: Take the 5-minute assessment → Get your personalized protocol
Step 2: Follow the morning sequence for 21 days → Watch your markers change
Step 3: Lock in maintenance mode → Keep your results permanently
```

**Anti-pattern:** More than 3 steps. If it looks complex, they won't start.

### The "Who This Is For / Not For" section

**Pattern:**
```
This is for you if:
✓ [Qualifying statement that makes the ideal buyer feel seen]
✓ [Another qualifier]
✓ [Another qualifier]

This is NOT for you if:
✗ [Disqualifier that makes non-buyers self-select out]
✗ [Disqualifier]
```

**Why it works:** Qualifying IN makes the right person feel like this was made for them. Qualifying OUT creates scarcity (not everyone can access this) and removes future complaints.

### The FAQ section (objection handling)

Every FAQ answer should follow: **Validate → Answer → Proof**

**Example:**
> **Q: "How is this different from other diet programs?"**
> A: Fair question — you've probably tried programs that worked for 2 weeks and then stopped. The Morning Reset Protocol is different because it addresses the root cause (metabolic thermostat) instead of the symptom (calorie intake). That's why 78% of our participants maintain results after 12 months — not just the first 21 days.

**Anti-pattern FAQ:**
> **Q: "Is this good?"**
> A: "Yes, it's great!" — Not a real objection, not a real answer.

---

## 6. Congruence rule

**The landing page must be a direct continuation of the ad that brought the visitor.**

| Element | Ad | Landing Page |
|---|---|---|
| Promise | Same primary promise | Same words, expanded |
| Tone | Conversational, urgent, etc. | Must match exactly |
| Visual | Color palette, imagery style | Same or very similar |
| Hook | The curiosity element | Resolved (or deepened) on the page |
| CTA | Implied action | Explicit button |

**Why:** If the ad says "discover the morning ritual that burns fat" and the landing page says "Welcome to our health platform," the prospect feels bait-and-switched. Their guard goes UP, not down.

**Implementation note for @copywriter:** If the user provides ad copy or context, extract the promise, tone, and hook — and ensure the landing page mirrors them. If no ad context is provided, note it in the copy document as `[Congruence note: no ad context provided — landing page copy is standalone. When ads are created, align them to this page's hero headline and tone.]`
