pen

What it does

Asks five things in one batched turn: the subject, who reads it, the surface it ships on, the one action it has to collect, and whose register it is written in. Renders that as a plan and stops there until it is approved, then hands the writing to a copywriter agent that comes back with ten or more hooks, each scored out of 16, plus the spine, the caption and the call to action. It carries no copywriting doctrine of its own, it points at the files that hold it, so the two can never drift apart. Six modes sit under the default, from the scored hook set on its own, to a reel spine written as timed blocks, to a rewrite of copy that already exists.

When to reach for it

Reach for it at the top of a piece, before a style, a layout or a single asset is chosen. If someone hands you a finished visual and asks for words to fit it, it tells you the pipeline is backwards, then writes them anyway and flags it.

What it needs

Claude Code. The copywriting doctrine it points at lives in my own vault, so those paths will not resolve on your machine.