A blueprint to write copy that converts, even if you're an awful writer

OP here. I submitted this to HN a few hours ago and didn't realise the linked doc was in 'comment mode', so the content became unreadable and people asked me to submit the 'correct version' to HN again. Hence, the resubmit.

Hope that's ok. I know the mods make exceptions in some circumstances... and the original version did make the front page before being rendered useless by spam comments, so it seems useful.