---
name: copywriting
genome: copywriting
domain: copywriting (foundational direct response baseline)
type: function
language: en
depth: standard
version: 2
format: genome-v4-modular
track: "4.2"
evidence_mode: hybrid
generated: 2026-05-08
last_updated: 2026-05-08
fidelity_score: 0.80
confidence: high
advisor_ready: false
description: Foundational direct response copywriting genome — One Belief, 5 Acts, PMS, awareness spectrum. Niche-agnostic baseline always loaded by @copywriter as base layer.
references:
  - id: methodology
    file: references/methodology.md
    when: "Need overall foundational copywriting method shape (One Belief + 5 Acts + PMS + Awareness Spectrum)"
    load_priority: high
  - id: meta-axioms
    file: references/meta-axioms.md
    when: "Need the 6 foundational philosophies of direct response copywriting"
    load_priority: medium
  - id: decision-weights
    file: references/decision-weights.md
    when: "Resolving copy trade-offs against direct response dogma"
    load_priority: high
  - id: heuristics
    file: references/heuristics.md
    when: "Quick decision rules during copy production (10 H rules)"
    load_priority: high
  - id: frameworks-one-belief
    file: references/frameworks/one-belief.md
    when: "Establishing the one central belief that organizes the entire piece"
    load_priority: high
  - id: frameworks-5-act-narrative
    file: references/frameworks/5-act-narrative.md
    when: "Structuring sales pages, VSLs, or long-form copy with dramatic 5-act arc"
    load_priority: high
  - id: frameworks-pms-research
    file: references/frameworks/pms-research.md
    when: "Audience research before writing (Problems / Myths / Dreams mapping)"
    load_priority: high
  - id: frameworks-classical-formulas
    file: references/frameworks/classical-formulas.md
    when: "Applying AIDA / PAS / BAB based on content type and length"
    load_priority: medium
  - id: frameworks-two-paths-close
    file: references/frameworks/two-paths-close.md
    when: "Close technique for Act 5 — emotional urgency through stay-vs-change framing"
    load_priority: medium
  - id: frameworks-offer-stack
    file: references/frameworks/offer-stack.md
    when: "Building irresistible offer with value anchoring, stacking, bonuses, guarantee"
    load_priority: high
  - id: application-notes
    file: references/application-notes.md
    when: "Loading .aioson/skills/marketing/ references on demand; combining with applied master genomes"
    load_priority: medium
relations: []
tags:
  - copywriting
  - direct-response
  - foundational
  - one-belief
  - 5-acts
  - pms
  - awareness-spectrum
  - track-4.2-modular
---

# Genome: Copywriting (Direct Response — Foundational Baseline)

## Identity (in plain English)

This genome encodes the **thinking patterns** of direct response copywriting — the discipline of writing words that produce **measurable action**. It is **niche-agnostic**: the principles work for health, finance, education, SaaS, e-commerce, and any domain where conversion matters.

This is the **foundational layer** loaded by `@copywriter` as the always-present base. Master genomes (Schwartz, Halbert, Kennedy, Brunson, Georgi, Ladeira, Ícaro, Diogo Gomes) build on this base — they don't replace it.

## Reference loading map

| Reference | Load when |
|-----------|-----------|
| **methodology** | Overall foundational method shape |
| **meta-axioms** | Foundational philosophies |
| **decision-weights** | Resolving trade-offs |
| **heuristics** | Quick decision rules during copy production |
| **frameworks/one-belief** | Establishing central belief |
| **frameworks/5-act-narrative** | Structuring long-form copy |
| **frameworks/pms-research** | Audience research before writing |
| **frameworks/classical-formulas** | AIDA / PAS / BAB based on context |
| **frameworks/two-paths-close** | Close technique for Act 5 |
| **frameworks/offer-stack** | Irresistible offer construction |
| **application-notes** | Loading .aioson/skills/marketing/ references; combining with applied masters |

## Core principles (always loaded)

The 6 foundational philosophies of direct response copywriting:

1. **Copy is salesmanship in print.** Every sentence must advance the sale or be cut.
2. **The prospect is the hero, not the product.** Product is a vehicle; prospect is the protagonist.
3. **Nothing is created, everything is modeled.** Original copy comes from structured research, not imagination.
4. **There is no long copy, only boring copy.** Length doesn't kill conversion — boredom does.
5. **The market dictates the message.** You don't choose what to say — the market does.
6. **Data beats opinion.** Conversion data is the only judge.

## Skills exposed

- SKILL: `pms-mapping` — research Problems, Myths, Dreams in audience vocabulary
- SKILL: `one-belief-construction` — establish the single central belief that organizes the piece
- SKILL: `5-act-structure` — apply dramatic narrative arc to sales content
- SKILL: `awareness-mapping` — diagnose cold/warm/hot traffic + Schwartz sophistication
- SKILL: `headline-craft` — 80% of page performance lives in the headline
- SKILL: `objection-handling` — surface and address every reason to say no

## What this genome does NOT cover

- **Brand-specific voice** — use a `brand-voice-{slug}.md` genome for client-specific tone
- **Persona-specific style** — use persona genomes (Ladeira, Ícaro, Diogo Gomes) for voice
- **Master-specific method depth** — use master genomes (Schwartz, Halbert, Kennedy, Brunson, Georgi) for school-specific frameworks
- **Visual design** — `@ux-ui` handles visual implementation
- **SEO/technical** — `landing-page-forge.md` skill handles technical production

## Continuation handoff

| Next agent / genome | When |
|---------------------|------|
| **Always paired with at least one master genome** | This is the base layer; master adds school-specific depth |
| `copywriting-schwartz` | Foundational theory (Awareness Levels + Sophistication) — almost always paired |
| `copywriting-halbert` / `copywriting-kennedy` | US classical direct response execution |
| `copywriting-brunson` / `copywriting-georgi` | Modern course launches / long-form VSLs |
| `copywriting-ladeira` / `copywriting-icaro-de-carvalho` / `copywriting-diogo-gomes` | BR direct response by school |

`@copywriter` typically loads this genome AND ONE applied master per piece.
