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

Gather copy - Type, goal, audience, full text
Score Hook (0-10) - Stops scroll? Specific promise? Tension?
Score Story (0-10) - Origin story? Relatability? Transformation?
Score Proof (0-10) - Testimonials? Social proof? Believable?
Score Offer (0-10) - Clear? Value stack? Benefits over features?
Score Urgency (0-10) - Legitimate scarcity? Clear deadline?
Score CTA (0-10) - One clear CTA? Outcome-focused? Risk reversal?
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

What's wrong (specific diagnosis)
Why it hurts (impact on conversion)
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

copy-validator

SKILL.md