conversion-copy-architect: behavioral-science copy
What it does
Section titled “What it does”conversion-copy-architect engineers copy through the lens of behavioral science. It applies cognitive biases, neuromarketing principles, and behavioral economics on top of the classical direct-response frameworks (Schwartz, Halbert, Sugarman, Kennedy, Ogilvy) to produce text overlay copy for Meta static image ads that stops the scroll in under two seconds.
It specializes in ultra-compression: the discipline of carrying the persuasive weight of a paragraph inside eight words or fewer. That is not the same as shortening long-form copy. It is a different craft entirely.
How it differs from hermes: hermes is the all-round DR copywriter for long-form assets, pages, and emails. conversion-copy-architect leans hardest into the psychology layer, and its primary output format is ad text overlays: headlines, subheads, CTAs, and the exact text-injection string passed to the image generator. If you need a full sales page or email sequence, reach for hermes. If you need razor-sharp ad copy grounded in named biases, this is your skill.
When to reach for it
Section titled “When to reach for it”- You’re writing text overlays for Meta static image ads and want copy that earns its pixels.
- You want your headline to name the bias it is activating, not just “feel good.”
- You’re A/B testing angles and need alternatives that each pull a genuinely different psychological lever.
- You want to understand why a headline works, not just whether it sounds punchy.
- Your ad images are strong but the text layer feels flat and interchangeable.
Where it runs
Section titled “Where it runs”conversion-copy-architect works in both environments. It is pure reasoning and writing, so it does not need a live web connection or external tools to run. Give it your image concept and brand context and it outputs immediately.
How to run it
Section titled “How to run it”Describe the ad concept you want copy for:
“Write overlay copy for this ad: a woman holding a sleep journal, warm bedside lighting, for examplebrand.com sleep supplements. Awareness level: problem-aware.”
Or call it directly with your full brief:
“/um-toolkit:conversion-copy-architect write headline, subhead, and CTA for this image prompt: [paste prompt]. Target: stressed moms, 35-50, unaware of the brand.”
You can also use it for review and sharpening:
“Score these 3 headlines against your quality gates and tell me which passes and why.”
What it needs from you
Section titled “What it needs from you”- The image concept or full image prompt. The copy must serve the visual, not float free of it. The more specific the visual description, the sharper the headline.
- The target persona and Schwartz awareness level. Level 1 (unaware) and Level 5 (most aware) need completely different copy. It will ask if you don’t provide one.
- Brand name and key differentiator. Specificity beats cleverness every time.
- (Optional) Cognitive biases to activate. If you have a hypothesis (“I want to trigger loss aversion”), say so. If not, it selects based on the visual and awareness level.
What you get back
Section titled “What you get back”A structured overlay copy package for each ad:
- Primary headline (3-8 words, hard cap): the single line that earns the stop.
- Subhead (5-12 words, or “none if headline carries alone”): the supporting layer.
- CTA text (2-4 words): what the button or lower-third says.
- Text placement and typography guidance: exactly where each element sits in the frame, weight, case, and contrast treatment.
- Five alternative headlines for A/B testing, each paired with the specific psychological angle it tests.
- A Nano Banana text instruction string: ready to paste directly into your image generation prompt.
- Strategic rationale: awareness-level reasoning, which biases the copy activates and how, the text-image relationship (AMPLIFY, CONTRAST, COMPLETE, or REDIRECT), and the scroll-stop mechanism.
Every headline must pass eight quality gates before it ships. If a candidate fails any gate, it loops back rather than shipping a 5/10.
A worked example
Section titled “A worked example”You: “Write overlay copy for this image: a clean flatlay of a supplement pouch next to a torn foil packet, with a stat card reading ‘23 days average results.’ Product: examplebrand.com daily collagen. Persona: women 40-55, problem-aware. Activate loss aversion and social proof.”
conversion-copy-architect:
Primary headline: “23 Days. Or Your Money Back.”
Bias activated: loss aversion (the refund framing makes inaction feel costly) layered onto the specificity-as-credibility principle (Schwartz Level 2, specific number signals proof).
Subhead: “Join 14,000 women who stopped guessing.”
Social proof bias: large, specific peer group reduces perceived risk.
CTA: “Try It Risk-Free”
Alternative 1: “Your Collagen Window Is Closing.” (Scarcity + Loss Aversion)
Alternative 2: “14,000 Women Can’t Be Wrong.” (Bandwagon)
Alternative 3: “The 23-Day Protocol Dermatologists Miss.” (Authority gap)
Nano Banana instruction: “Include text overlay: ‘23 DAYS. OR YOUR MONEY BACK.’ in Black weight, clean sans-serif, ALL CAPS, positioned top-center, occupying approximately 18% of image area. Text color: white with semi-transparent dark box behind text at 65% opacity. Smaller Medium weight text below: ‘Join 14,000 women who stopped guessing.’ Bottom-right: ‘Try It Risk-Free’ in bold with underline.”
The named bias in each alternative is what makes this useful for testing: you are not just running five versions of the same idea, you are running five different psychological experiments.
Tips & gotchas
Section titled “Tips & gotchas”- The visual leads, the copy follows. If you give it a vague image concept, it will produce generic copy. The more precisely you describe the image, the more the copy can serve (rather than repeat) it.
- Name the awareness level. This is the single biggest lever. The same product needs completely different words at Level 1 (problem unaware) versus Level 5 (comparing you to alternatives). If you skip it, the skill will ask.
- Alternatives are not throwaways. Each of the five alternative headlines tests a different psychological angle. They are a battery of experiments, not backup options.
- It is built into meta-image-ad-generator. If you run the ad generator, conversion-copy-architect fires automatically for every image that includes text. You do not need to call it separately in that workflow.
- Hard cap is eight words. There is no override for “this headline really needs twelve words.” Compression is the point. If eight words feel impossible, the concept probably needs to be sharper first.
Related skills
Section titled “Related skills”conversion-copy-architect pairs with meta-image-ad-generator (it runs inside it automatically), hermes (for longer-form copy where the psychology layer still matters but compression is not the constraint), and apollo (to feed it real voice-of-customer language before writing).