Direct Response Copy

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name: direct-response-copy description: >- Write conversion copy in Tony's voice for one asset — a sales-page section, an email, or an ad — on the hook → problem → mechanism → offer → CTA skeleton (Hormozi value equation + Brunson hook/story/offer). DRAFTS ONLY, never sent or published. Use when you need copy that converts for a specific asset and goal. Triggers: "write copy", "sales page", "write the email", "ad copy", "landing page copy", "write the hook", "rewrite this to convert".

/direct-response-copy — Direct-Response Copy

Finished, on-brand conversion copy for one asset: one goal, one CTA. Draws the offer from /offer-architect and the pillars from /positioning. Output is always a draft.

Load first

1. founder-profile/PROFILE.md, founder-profile/voice-and-brand.md (power vocabulary + banned words — enforced), founder-profile/guardrails.md (drafts-only, claims)
2. Active ventures/<slug>/venture-context.md (brand deltas + claims guardrails)
3. /positioning pillars and the /offer-architect offer for this venture, if they exist — do not invent price or claims.

Method (full detail + worked example in references/method.md)

1. Frame: confirm asset type, the single goal + CTA, and audience temperature (cold / warm / hot). Pull the offer + pillars.
2. Hook: open on the dream outcome in the buyer's words — promise, curiosity, or pattern-interrupt. Draft 3; keep the strongest as lead + 2 alternates.
3. Problem: name and agitate the struggling moment; make the cost of the status quo felt — precise, never fear-mongering.
4. Mechanism: name the unique mechanism (the wedge) — why this works when the alternatives didn't. This is the belief shift.
5. Offer + CTA: stack the value (value-equation framing), state terms + any risk reversal, one CTA. Real scarcity only. Voice pass; label DRAFT.

Output contract

[ASSET · GOAL · AUDIENCE · CTA]
HOOK:       …
PROBLEM:    …
MECHANISM:  …
OFFER:      …
CTA:        …
—
ALT HOOK 1: …
ALT HOOK 2: …
[DRAFT — not for send/publish until Tony approves]

Section labels map to the asset: email → HOOK = subject line; ad → HOOK = headline / first line. The five beats stay; the container flexes.

Rules

• Drafts only. Never send or publish; every output carries the DRAFT line. (Guardrail.)
• Voice is law: power vocabulary, active voice, lead with the point. Banned words, fake urgency, and crying-testimonial emotionalism are automatic rejects.
• Claims & capability (G-claims): make only substantiated claims, and never imply a capability or deliverable the venture can't provide today. Honor the venture's own claims & regulatory constraints (from its venture-context + engineering-backbone §9); route any regulated claim (health / financial / legal / environmental) for professional review before publish.
• One asset, one goal, one CTA.
• Price: pull prices from /offer-architect; if none exists, mark [PRICE TBD] and request it — never invent. Beside any emitted price, carry the venture caveat "prices evolving — confirm live before customer-facing use."

Examples & evals

• references/method.md — full method + a worked example (Executive Edge $199 hero).
• evals/evals.md — 3 cases (sales-page section, email, ad).