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copy-validator skill

/bundles/content/skills/copy-validator

This skill helps you validate sales copy using Hook-Story-Offer scoring to improve conversion and clarity.

npx playbooks add skill shipshitdev/library --skill copy-validator

Review the files below or copy the command above to add this skill to your agents.

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SKILL.md
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---
name: copy-validator
description: Use this skill when users need to validate sales copy, landing page text, email sequences, or marketing messaging. Activates for "validate my copy," "is my copy good," "rate my headline," or when checking copy quality before publishing.
version: 1.0.0
tags:
  - business
  - brunson
  - validation
  - copywriting
  - hook-story-offer
  - sales-copy
  - messaging
auto_activate: true
---

# Copy Validator - Hook-Story-Offer Scorecard

## Overview

Ruthlessly assess sales copy against Russell Brunson's Hook-Story-Offer framework combined with classic direct response principles. Score objectively, expose weak points, provide rewrites.

**Brunson's Core Principle:** "The hook grabs them, the story connects them, the offer converts them."

## When This Activates

- "validate my copy"
- "rate my copy" / "rate my headline"
- "is my copy good"
- "why isn't my copy converting"
- Checking copy before publishing
- Landing page, email, or ad copy feedback

## The Framework: Hook-Story-Offer Scorecard

```
HOOK (Stop + Engage) → STORY (Connect + Believe) → OFFER (Desire + Act)
```

**Scoring Dimensions (6 total):**

| Dimension | Weight | What It Measures |
|-----------|--------|------------------|
| Hook Power | 2x | Does the headline stop and engage? |
| Story Resonance | 1.5x | Does the story create emotional connection? |
| Proof Stacking | 1.5x | Is there enough evidence to believe? |
| Offer Presentation | 2x | Is the offer clear and desirable? |
| Urgency/Scarcity | 1x | Is there a reason to act NOW? |
| CTA Strength | 1x | Is the call-to-action compelling and clear? |

**Max Score:** 100 points

## Quick Workflow

1. **Gather copy** - Type, goal, audience, full text
2. **Score Hook** (0-10) - Stops scroll? Specific promise? Tension?
3. **Score Story** (0-10) - Origin story? Relatability? Transformation?
4. **Score Proof** (0-10) - Testimonials? Social proof? Believable?
5. **Score Offer** (0-10) - Clear? Value stack? Benefits over features?
6. **Score Urgency** (0-10) - Legitimate scarcity? Clear deadline?
7. **Score CTA** (0-10) - One clear CTA? Outcome-focused? Risk reversal?
8. **Calculate total** - Apply weights, generate rating

## Rating Scale

| Score | Rating | Verdict |
|-------|--------|---------|
| 85-100 | Conversion Copy | Ready to run. Minor polish only. |
| 70-84 | Strong Copy | Good foundation. Fix weak points. |
| 55-69 | Leaky Copy | Significant gaps. Improve before running. |
| 40-54 | Weak Copy | Major issues. Rewrite key sections. |
| 0-39 | Broken Copy | Start over. Fundamental problems. |

## For Dimensions Below 7, Provide

1. **What's wrong** (specific diagnosis)
2. **Why it hurts** (impact on conversion)
3. **Rewrite** (show exactly what to change)

## Integration

| Skill | When to Use |
|-------|-------------|
| `funnel-validator` | Validate the full funnel, not just copy |
| `offer-validator` | Validate the core offer structure |
| `expert-validator` | Validate positioning and messaging strategy |
| `offer-architect` | If offer itself needs rebuilding |

---

**For complete scoring criteria, hook formulas, story elements checklist, proof types, offer presentation formulas, CTA formulas, output format template, and example validations, see:** `references/full-guide.md`

Overview

This skill validates sales copy, landing pages, email sequences, and marketing messaging against a Hook-Story-Offer scorecard derived from direct-response principles. It produces an objective numeric score, highlights weak dimensions, and delivers precise rewrites for any element scoring below threshold. Use it to check copy quality before publishing and to prioritize edits that improve conversion.

How this skill works

Provide the copy, its type (headline, email, landing page), the campaign goal, and target audience. The skill scores six dimensions—Hook Power, Story Resonance, Proof Stacking, Offer Presentation, Urgency/Scarcity, and CTA Strength—then applies weights to compute a 0–100 rating. For any dimension below the pass threshold it gives a diagnosis, explains the conversion impact, and supplies an exact rewrite or improvement suggestions. It also categorizes the overall copy into actionable bands (Conversion Copy, Strong, Leaky, Weak, Broken).

When to use it

  • You want a quick objective rating before publishing ads, emails, or landing pages.
  • You need a prioritized list of fixes for low-converting copy.
  • You want rewritten alternatives for weak headlines or CTAs.
  • You’re testing variants and need consistent scoring for A/B decisions.
  • You need to validate proof and urgency mechanisms before launch.

Best practices

  • Provide context: campaign goal, target audience, and funnel stage for precise scoring.
  • Paste the full live text including headlines, subheads, body, and CTA for accurate assessment.
  • Flag any hard constraints (brand tone, legal claims) so rewrites stay compliant.
  • Use the provided rewrites directly as test variants in A/B experiments.
  • Treat scores as diagnostic: focus first on Hook and Offer if total score is low.

Example use cases

  • Rate a hero section and get a revised headline plus subhead and CTA you can swap in immediately.
  • Validate an email sequence and receive prioritized fixes for subject lines, body storytelling, and CTAs.
  • Audit a landing page to identify missing proof elements and a clearer value stack for the offer.
  • Assess ad copy to ensure the hook stops scroll and the CTA aligns with the landing page.
  • Evaluate webinar registration pages to strengthen urgency and presenter credibility.

FAQ

How long does a typical validation take?

Submit the copy and context; a full scorecard with rewrites is produced in one pass—typically within a few seconds of analysis.

Can it generate tests I can run?

Yes. Rewrites are written as copy-ready variants you can use directly in A/B tests, with notes on which metric each change aims to improve.