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