Copywriting Concept

Turn a verified proposition into a creative approach worth writing. Use this between the brief and the draft when expression is still an open strategic choice.

Inputs

Read the copy brief, product truth, approved positioning, brand voice, protected language, available proof, and craft/copywriting/references/creative-canon.md. If the brief cannot support one proposition, return to craft/copywriting-interview or the relevant strategy skill before generating routes.

Develop routes

Write the plain proposition first. Then develop a small set of meaningfully different concepts. Three is a useful default for consequential work; use fewer when the brief already narrows the field.

Each route must specify: