Rewriting Brand Copy for Clarity
INPUT: "Our AI-powered analytics platform uses machine learning algorithms to process your data."
OUTPUT:
# Stop Losing Customers to Bad Decisions
• Spot trends before your competition does
• Make confident decisions with clear recommendations
• Scale without hiring expensive analysts
→ [See Your Data Differently - Start Free Trial]
Progress:
- Headline Audit: Convert feature-led to benefit-led headlines
- "So What?" Test: Add impact/outcome to every claim
- Structure Scan: Apply H1→H2→bullet→CTA hierarchy
- UVP Check: Validate uniqueness against top 3 competitors
- JTBD Lens: Frame messaging around customer jobs/outcomes
- Conversion Review: Ensure clear path to action
CLARITY Framework Application:
C - Compelling Headlines (Benefit-Led)
- Before: "Advanced Features for Modern Teams"
- After: "Ship Products 40% Faster Without Overtime"
L - "So What?" Test
- Every feature needs outcome: "Real-time sync → Never lose work again"
A - Architecture (Scannable)
- H1: Main benefit promise
- H2: Supporting benefit
- Bullets: Proof points
- CTA: Clear next step
R - Relevant UVP
- Compare against top 3 competitors, highlight unique angle
I - Intent-Based (Jobs-to-be-Done)
- Frame around what customer is hiring your solution to do
T - Testable CTAs
- Specific, action-oriented, fear/benefit-driven
Example 1: Input: "Our project management software has advanced features including Gantt charts, time tracking, and team collaboration tools."
Output:
# Deliver Projects On Time Without the Stress
• See exactly what's blocking progress (before it derails your timeline) • Keep your team focused on what matters most • Prove ROI with automatic time and budget tracking → [Start Your 14-Day Success Trial]
JTBD: Customer is hiring this to "deliver predictable project outcomes" UVP: Focus on stress reduction vs. feature comparison
**Example 2:**
Input: "We provide comprehensive digital marketing services."
Output:
Turn Your Website Into Your Best Salesperson
• Get 3x more inquiries without spending more on ads • Convert visitors with proven conversion strategies • Scale growth without hiring expensive agencies → [Get Your Free Growth Audit]
JTBD: Customer is hiring this to "generate predictable revenue" UVP: "Best salesperson" metaphor vs. generic "marketing services"
- Lead with outcomes, not inputs: "Save 10 hours/week" not "Automated workflows"
- Use power words: Stop, Never, Without, Proven, Guaranteed
- Create urgency: Limited spots, Rising costs, Competition advantage
- Social proof integration: Weave testimonials into benefit statements
- Competitor differentiation: Research top 3, find white space angle
- Mobile-first scanning: Ensure hierarchy works on phone screens
- Don't bury the benefit: Headlines should immediately communicate value
- Avoid feature laundry lists: Group features under benefit themes
- Skip weak CTAs: "Learn More" is lazy; be specific about next step
- Don't ignore load time: Heavy copy blocks kill conversion
- Avoid industry jargon: Write for customers, not colleagues
- Missing proof: Every claim needs evidence (stats, testimonials, guarantees)
After rewriting, I'll explain:
- Structural changes made (hierarchy, flow)
- Key messaging shifts (feature→benefit transformations)
- Competitive differentiation decisions
- JTBD insights applied
- Conversion optimization elements added