Build direct response copy in puzzle pieces, not templates. By Mark Pescetti / CopyPrompting.
I'm Mark Pescetti, a direct response copywriter with 20+ years of experience and tens of millions in tracked revenue across health, finance, ecommerce, and personal development.
I built this because templates kill conversions. When every marketer uses the same AIDA or PAS structure, Meta's algorithm flags the pattern as marketing, CPMs climb, and your prospect's brain pattern-matches the whole thing as advertising and scrolls past before the hook even lands.
The Untemplate System works in heuristic puzzle pieces instead. You pick which pieces fire and in what order. The structure becomes invisible to the algorithm and to your prospect both.
This form captures my full brief structure. Fill out what applies, skip what doesn't, hit Generate. You get a properly formatted brief ready to paste into Claude. The form is the brain. Claude is the hands.
This form gets you a brief. A hot seat gets you me. Bring your actual offer, your real audience, whatever's stuck. We work through it together using the Untemplate System on your specific copy. You leave with positioning locked in, hooks that hit, a structure that converts, and the next move clear.
Limited slots each month because I do these live with you.
Book your hot seat →This is where you define the offer and the target archetype. Pick the funnel stage carefully because each stage demands a different positioning angle and a different awareness level.
The symbol is the one image, phrase, or pattern that makes your archetype say "that's me" before they even know what you're selling. The hook angle plus value prop is the one sentence the first line of every variant has to echo.
Voice decides who's holding the mic. The same positioning in two different voices reads as two completely different ads. A founder telling a personal story hits the audience differently than an authority figure delivering proof.
Pick the voice first, because everything downstream gets shaped by it. The voice notes field is where you write the specific tone, quirks, and phrases to avoid.
The story is how the mechanism gets through their defenses. Pick your main character, your format, your narrative arc, and your discovery source before you write a single word.
Different arcs hit harder at different funnel stages, so match your structure to where the prospect already sits in their belief journey. The where I was / where I am fields capture the transformation contrast that the whole story arc points toward.
The 80% is the research that turns into copy. Most marketers skip it and wonder why their AI output sounds like AI output. Don't make that mistake.
This is where you spell out the real mechanism, the surface complaint your prospect actually voices, the deeper wound underneath that complaint, and the new explanation that finally makes their past failures make sense. Do this section right and the writing channels itself.
Each hook is a different doorway in. The visual hook stops the thumb in 0.3 seconds before any words even land. The verbal hook is whatever your character says out loud the moment the video starts. The text hook lives inside the first 4 to 7 words of your primary copy, the part visible before the "see more" link cuts the rest off.
Fill out whichever hooks your format actually uses. The first line of every video has to nail positioning and value prop, no matter which doorway you walk through.
You can easily create your own templates with these Heuristic Puzzle Pieces. This is literally how you assemble your copy and create winning DIY templates that easily outperform the old direct response relics.
Pick the puzzle piece for each beat, write what's said in that beat, and skip the slots you don't need. The order of the pieces IS the structure of your copy. Reorder the same pieces and you get a completely different ad.
This is the wrapper that lives above your video on Meta. Your primary copy gets capped at 125 characters, with the first 4 to 7 words doing the heavy lifting (those words show before the "see more" link cuts the rest off).
The display headline overlays the image or first frame. The CTA tells them where to go next.
Same positioning, five different cuts. The variants use different UX approaches so the algorithm can read which intersection actually wins. Mirror neuron tests recognition, smoking gun tests proof, conspiracy reveal tests outrage, personal admission tests vulnerability, and CTI tests identity.
Build all five and let Meta find the winner. Kill the bottom 60% by thumb-stop and CTR after 48 hours. Scale the top intersections.