# Copy AI Tells

<!-- BEGIN GENERATED: guide-map -->
## Guide map

Read only the section needed for the next decision. Line ranges are exact
for this generated runtime target.

| Section | What it covers | Lines |
| --- | --- | --- |
| [Purpose](#purpose) | Scope, ownership, and the central operating question. | 20-26 |
| [Use This When](#use-this-when) | Tasks and conditions that belong in this guide. | 27-31 |
| [Do Not Use This For](#do-not-use-this-for) | Boundaries and the correct routes for excluded work. | 32-39 |
| [Structures To Kill](#structures-to-kill) | Operating guidance and contracts for this section. | 40-56 |
| [Phrases To Cut](#phrases-to-cut) | Prefer plain verbs. | 57-67 |
| [Rewrite Principles](#rewrite-principles) | State the claim; drop announcement wrappers. | 68-75 |
| [Related References](#related-references) | Adjacent boundaries and when to cross them. | 76-81 |
<!-- END GENERATED: guide-map -->

## Purpose

Progressive-load catalog of predictable AI writing patterns. Load when draft
still smells AI after banned phrases are gone, or when `copy_critic.md` flags
structure. Not the drafting skill — style filter after offer, hook, and ask
exist.

## Use This When

- Draft is clean but still synthetic.
- Critic flagged AI structure.

## Do Not Use This For

| Need | Use Instead |
| --- | --- |
| Hook, economic value, channel shape, CTA | `copy.md` |
| Ship/rewrite gate | `copy_critic.md` |
| Em-dash, begging, cliché openers (regex) | `vf.copy.lint(...)` |

## Structures To Kill

| Pattern | Instead |
| --- | --- |
| **Binary contrasts** ("Not X, it's Y", "isn't the problem. Y is.") | State Y only |
| **Negative listing** ("Not A. Not B. C.") | State C |
| **Dramatic fragmentation** ("Speed. Quality. Cost.") | Complete sentences |
| **Throat-clearing** ("Here's the thing", "The truth is", "It turns out") | State the claim |
| **Rhetorical setups** ("What if I told you", "Think about it") | Make the point |
| **False agency** ("the market rewards", "the data tells us") | Name the person or "you" |
| **Narrator distance** ("People tend to…") | Put the reader in the room |
| **Vague declaratives** ("The stakes are high") | Name the specific fact |
| **Three-item list cadence** by default | Prefer one or two items |
| **Lazy extremes** (every/always/never as authority) | Use counts or named cases |
| **Recipient-bio echo** (open by describing their role/mission to them) | Lead with why *now* or the offer |
| **Emphasis theater** (ALL CAPS or markdown bold/italics for stress) | Plain prose; no stress markup in outbound bodies |

## Phrases To Cut

- Emphasis crutches: "Let that sink in", "This matters because", "Full stop."
- Jargon: landscape, lean into, deep dive, game-changer, navigate (as metaphor), unpack, circle back.
- Empty intensifier stacks: really/just/genuinely/actually/fundamentally piled on.
- Meta/chatbot: "I hope this helps", "Of course!", "Great question!", "Let me walk you through", "How can I help you", "Let me know if you need anything else", "No problem at all", "I'll carry that out right away".
- Forced first-touch wit/jokes: state the claim; do not perform personality.

Prefer plain verbs. Prefer "is"/"has" over "serves as"/"stands as". Cut
superficial `-ing` tails ("highlighting…", "ensuring…") added for fake depth.

## Rewrite Principles

1. State the claim; drop announcement wrappers.
2. Name the specific fact, not importance theater.
3. Active voice; human or "you" as subject.
4. Density: if it can be cut, cut it. Pull-quote sound = rewrite.
5. Mix sentence length.

## Related References

| Reference | Use When |
| --- | --- |
| `copy.md` | Full outbound craft + personalization execution |
| `copy_critic.md` | Ship/rewrite gate |
