Writing a brief that gets good copy

The AI can only be as specific as your brief. Vague inputs produce safe, generic copy; specific inputs produce pages that sound like they were written for one audience and one offer. Here is what each field does and how to fill it in.

Facts first

The AI writes only from the facts you provide. It won’t invent prices, discounts, statistics, study results, testimonials, ratings or endorsements — when the copy needs one of those and you haven’t supplied it, you get a visible [ADD: …] placeholder instead. So the single best way to improve your copy is better offer details:

• Write benefits as outcomes the buyer cares about, not adjectives. “Charges two devices at once” beats “versatile”.
• Include the real price, offer terms and guarantee if you want them on the page.
• Add proof only if you can substantiate it, and paste testimonials only if they’re real and you have permission.
• Use Restrictions for anything the network or merchant forbids (for example, “no before/after claims”).

Audience and country

Describe one specific reader: who they are, what they’ve tried, what they’re worried about. “Homeowners over 55 worried about rising energy bills who have never installed solar” gives the AI far more to work with than “adults”. The country shapes spelling, references and units.

Angle

The angle is the idea the page is built around — the reason this reader should care now. Good angles are concrete: a discovery story, a common mistake, a comparison with the usual alternative, a seasonal trigger. Try a few angles on separate variations and split test them.

Tone and length

Pick one of five tones: direct-response, editorial, conversational, comparison or premium. Match it to the format and the traffic: editorial suits advertorials, direct-response suits sales and bridge pages. Length is short, medium or long; cold traffic usually needs more explanation than warm traffic.

Intended action and the ad

Say exactly what visitors should do (“click through to check availability”, “enter their email for the guide”). If you know the ad they’ll click, paste it: the AI keeps the headline and promise consistent with it, which matters for both conversion and ad review.

Your own instructions

Use instructions for house style you want every time: words to avoid, reading level, how to refer to the product, how to phrase the call to action. You can save instructions and reuse them. For one section only, add an instruction to that section in the editor.

When the draft isn’t right

Don’t start over. Rewrite, shorten, expand or change the tone of one section, or ask for alternative headlines, and keep the sections you like locked. Each section action uses one AI section edit from your allowance. If the whole page missed the point, adjust the brief and regenerate — that uses one AI page build, and locked sections stay exactly as they are.

Hooklander tells the AI to follow your brief, but always read the result: you are responsible for the claims on your page.