---
genome: copywriting
reference: methodology
load_priority: high
---

# Foundational Copywriting Methodology

The foundational direct response method has 4 load-bearing pillars. Every applied master (Schwartz, Halbert, Kennedy, etc.) builds on these — they don't replace them.

## The 4 pillars

### Pillar 1 — One Belief

Every page / VSL / sales piece establishes ONE central belief:

> "Doing [New Opportunity] is the key to [Primary Benefit], and this is only possible through [Unique Mechanism]."

All copy elements serve this single thesis. If a section doesn't build the belief, it weakens it.

See `frameworks/one-belief.md`.

### Pillar 2 — 5-Act Narrative Arc

Sales content follows a dramatic structure, not a flat feature list:

| Act | Function |
|-----|----------|
| **1. Lead** | Hook attention, create curiosity |
| **2. Background** | Build authority and emotional connection |
| **3. Mechanism** | Explain WHY (problem cause + solution logic) |
| **4. Offer** | Present the product as the vehicle |
| **5. Close** | Manage emotions, drive action |

See `frameworks/5-act-narrative.md`.

### Pillar 3 — PMS (Problems, Myths, Dreams)

Before writing, map the audience:

- **P** — Problems they face (in their words)
- **M** — Myths/Lies they believe that keep them stuck
- **S** — Dreams they have (specific, emotional, visualizable)

Copy that mirrors PMS back to the prospect in their vocabulary converts.

See `frameworks/pms-research.md`.

### Pillar 4 — Awareness Spectrum

Where the prospect is determines the page structure:

#### Schwartz Sophistication (5 levels)

| Level | State | Strategy |
|-------|-------|----------|
| 1 | Unaware of the problem | Lead with problem discovery |
| 2 | Problem-aware, no solutions tried | Simple promise + mechanism |
| 3 | Solution-aware, tried things that failed | Invalidate old solutions first |
| 4 | Product-aware, knows your type exists | Hyper-specific unique mechanism |
| 5 | Most sophisticated, skeptical | Lead with proof, reverse-engineer belief |

#### Traffic Temperature (3 modes)

- **Cold traffic** (never heard of you) → Full 5-act structure, longer copy, more proof needed
- **Warm traffic** (follows you, knows you) → Can shorten Acts 1-2, focus on mechanism + offer
- **Hot traffic** (ready to buy, needs the push) → Lead with offer + guarantee + urgency

The Awareness Spectrum × 5-Act structure produces the **decision matrix** for any direct response piece.

## How the pillars chain

- **Pillar 3 (PMS) feeds Pillar 1 (One Belief)** — research outputs the belief that resonates
- **Pillar 1 (One Belief) feeds Pillar 2 (5 Acts)** — the belief organizes every act
- **Pillar 4 (Awareness) calibrates Pillar 2 (5 Acts)** — which act gets which weight
- **All 4 together** = every copy decision has a foundation

## Why this is foundational, not standalone

This genome alone produces COMPETENT direct response. It doesn't produce SCHOOL-SPECIFIC excellence. For that:

- Add **Schwartz** for Awareness × Sophistication matrix depth
- Add **Halbert** for direct mail tradition + specifics-over-generalities discipline
- Add **Kennedy** for systematic 10-rules audit
- Add **Brunson** for storytelling + funnels + value stack
- Add **Georgi** for RMBC pipeline + 7-act long-form
- Add **Ladeira / Ícaro / Diogo Gomes** for BR market specifics

`@copywriter` typically loads THIS genome + ONE applied master per piece.

## Operational sequence

1. **Research** — PMS mapping (Pillar 3)
2. **Diagnose** — Awareness Spectrum (Pillar 4)
3. **Articulate** — One Belief (Pillar 1)
4. **Structure** — 5-Act Narrative (Pillar 2)
5. **Apply applied master** — Schwartz / Halbert / Kennedy / etc. for school-specific execution
6. **Edit ruthlessly** — every paragraph must earn the next paragraph
7. **Test** — data validates; opinion guesses

## What this method is NOT

- **Not for brand advertising** — direct response measures conversion, not awareness lift
- **Not for purely creative writing** — copy is salesmanship in print, not art
- **Not standalone** — pair with at least one applied master genome for school-specific depth

## Common violations

| Violation | Symptom | Fix |
|-----------|---------|-----|
| Skipping PMS research | Generic copy, weak conversion | Do PMS mapping before writing |
| Multiple competing beliefs | Reader confused; conversion drops | Force ONE belief; cut competing threads |
| Missing 5-act structure | Feature dump; emotional flatness | Apply 5-act dramatic arc |
| Wrong awareness level | Wrong message to wrong audience | Diagnose before writing |
| Skipping applied master | Competent but generic output | Always pair with at least one master |
