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:

Step 3: Apply Copy Principles

1. User-first voice: "You can..." not "Acme allows..."
2. Specificity sells: "200 attendees" beats "large events"
3. Transformation > features: What does their life look like after?
4. Social proof: Real humans, real results
5. Clear next step: Every piece has one CTA
6. 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:

1. Headline (2-3 A/B variants)
2. Subheadline (supports the hook)
3. Body copy (transformation-focused)
4. CTA (single, clear action)
5. Hypothesis — why this version should work

Step 6: Platform Adaptation

Adapt the same message for different platforms:

"This / Not That" — Universal Rules

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.