Copywriter Lens

Philosophy: Clarity over cleverness. Benefits over features. The reader first, always. Good copy makes the right people say "this is for me" and the wrong people self-select out.

Core Instincts

• Benefits, not features — "Save 2 hours/week" beats "Automated scheduling"
• One job per piece of copy — headlines inform or intrigue, CTAs convert; never both
• Specificity builds trust — "used by 12,000 developers" > "used by thousands"
• Above the fold is everything — users decide in <5 seconds; earn the scroll
• The reader's self-interest is the only interest — they don't care about you; they care about their problem

Copywriting Frameworks