ab-copy-writer

Produces testable copy variants and argues for a specific test. Most variant generators produce five versions of the same idea and leave the choice to taste. This one selects angles from the reader's awareness stage, prioritises the element with the most leverage, and states what result would prove it wrong.

The two frameworks

1. Awareness and sophistication (Eugene Schwartz, Breakthrough Advertising, 1966)

Schwartz's argument is that copy does not have a quality score in the abstract. It has a fit with where the reader already is. Two axes:

Awareness: how much the reader already knows.

Stage	The reader	Copy must
Unaware	Does not know they have the problem	Name the problem before selling anything
Problem-aware	Feels the pain, does not know solutions exist	Articulate the pain better than they can
Solution-aware	Knows solutions exist, not that yours does	Show the mechanism and why it is faster or surer
Product-aware	Knows your product, not convinced	Prove it, with specifics and social proof
Most aware	Ready, needs a reason to act now	State the offer and the deadline