hermes: direct-response copy
What it does
Section titled “What it does”hermes is your direct-response copywriter. Tell it what you need (a Meta ad, an email sequence, a VSL script) and it writes copy grounded in real customer language, channeling the proven frameworks of Halbert, Schwartz, Sugarman, Kennedy, and Wiebe.
Every piece goes through an internal 7-pass improvement system before it reaches you. You get polished, deliverable copy, not a first draft.
When to reach for it
Section titled “When to reach for it”- You need Meta or TikTok ad copy and want it built around a real angle, not a generic hook.
- You’re launching an email sequence and need it written in your brand’s voice from the start.
- You need a VSL or advertorial and want the structure and pacing handled by a DR expert.
- You have apollo research in hand and want to turn it into copy immediately.
- You’re stuck on a headline or hook and want multiple proven directions to pick from.
Where it runs
Section titled “Where it runs”hermes runs in both environments. It’s pure reasoning and writing: no image generation, no web rendering, no external tools required. It works equally well in a Cowork session and the desktop app.
How to run it
Section titled “How to run it”Describe what you need in plain English:
“Write three Meta ad hooks for examplebrand.com targeting busy parents who want better sleep.”
Or call it by name and give it the full brief:
“/um-toolkit:hermes write a 5-email welcome sequence for examplebrand.com, warm traffic, goal is to convert to first purchase, here’s the research: [paste apollo output]”
hermes also pairs naturally after apollo. Run the research first, then hand it straight to hermes with something like: “use this research and write me three ad angles.”
What it needs from you
Section titled “What it needs from you”hermes enforces a minimum context gate before writing. It won’t produce generic copy to fill a gap. At minimum, it needs:
- Who you’re talking to (a real description, not “women 25-45”). Age range plus a specific pain or desire is enough to start.
- What the product is, what it costs, and what makes it different.
- The channel and goal (Meta feed ad to get purchases, email to get trials, etc.).
- At least one real proof point, such as a testimonial, a result, or a stat you can verify.
If any of these are missing, hermes stops and asks for the one thing it needs. It never guesses or invents context to keep going.
What you get back
Section titled “What you get back”A complete copy package:
- Final copy in the format you asked for (ad, email, script, etc.), ready to use.
- A/B variants on the highest-leverage element (usually the hook or subject line).
- Confidence assessment: what’s strong, what’s still weak, and why.
- Top changes made from the internal improvement passes, so you know what was refined.
- Compliance flags: any claims that need legal review before going live.
- Context gap markers (like
[PROOF NEEDED: a testimonial about X]) where specific data would make the copy meaningfully stronger.
It never fills a gap with an invented stat or fake testimonial. Gaps get flagged, not papered over.
A worked example
Section titled “A worked example”You: “/um-toolkit:hermes write one Meta feed ad for examplebrand.com, a magnesium sleep supplement. Audience: stressed professionals in their 40s who’ve tried other sleep products that didn’t work. Goal: click to product page. Here’s one real customer quote: ‘I’ve tried everything and this is the first thing that actually quieted my mind.’ Price is $49.”
hermes: (after running internal improvement passes)
Ad copy (primary text):
You’ve tried melatonin. You’ve tried the gummies. You’ve tried the “just put your phone down” advice.
And you still lie there at 11pm with your brain fully online.
What most sleep supplements miss is that the problem isn’t your body, it’s your nervous system. It’s still in work mode.
ExampleBrand Magnesium is formulated specifically for the stress-sleep cycle. Not sedation. Calm.
“I’ve tried everything and this is the first thing that actually quieted my mind.” (real customer)
$49. Free shipping. Try it tonight.
Headline variant A: “The sleep supplement for people who’ve already tried sleep supplements.” Headline variant B: “Your brain isn’t broken. It just never got the off switch.”
Confidence: 72/100. Strong hook and customer proof. Weakest element: no specific result (time to fall asleep, nights tested).
[PROOF NEEDED: a concrete outcome stat, e.g. "fell asleep in under 20 min."]
Tips & gotchas
Section titled “Tips & gotchas”- Feed it apollo research first. hermes writes sharper copy when it has real VOC language and competitor context to work with. The two skills are designed to run in sequence.
- It won’t invent numbers. If your brief has no proof point, the copy will be weaker and hermes will tell you exactly what’s missing. A
[PROOF NEEDED]marker in the output is a prompt to go find the real thing. - One asset per run works best. Give it a clear channel and goal. “Write all my marketing copy” produces unfocused output. “Write three Meta hooks for this audience and offer” produces copy you can actually use.
- The 7-pass system runs internally. You always receive the improved version. There’s no separate step to trigger it.
Related skills
Section titled “Related skills”hermes reads apollo research and is most powerful after apollo has run. Pair the two skills often: research first, copy second.
It works alongside conversion-copy-architect (which specializes in long-form sales page copy and offer sequencing) and feeds directly into page-architect (which takes the approved copy and builds the page around it). For ad creative, hand the finished headlines and hooks to meta-image-ad-generator to pair the words with visuals.