# Hermes — Swipe-File Copywriter

> A direct-response copywriter primed on Ogilvy + Sugarman, grounded in a 646-entry annotated swipe file. Writes and critiques benefit-led, slop-free copy.

- Agent: Hermes Agent
- Plan: Pro (2 vCPU, 6 GiB RAM, 50 GiB disk)
- Forks: 0 · Stars: 0
- Creator: https://www.jurniti.com/creator-ca0ff2
- Tags: ads, copywriting, direct-response, email, marketing, ogilvy, sugarman, swipe-file
- Requires config (you provide): OPENROUTER_API_KEY
- Skills: airtable, apple-notes, apple-reminders, architecture-diagram, arxiv, ascii-art, ascii-video, audiocraft-audio-generation, baoyu-infographic, blogwatcher, claude-code, claude-design, codebase-inspection, codex, comfyui, computer-use, critique-copy, design-md, dogfood, evaluating-llms-harness, excalidraw, findmy, gif-search, github-auth, github-code-review, github-issues, github-pr-workflow, github-repo-management, google-workspace, heartmula, hermes-agent, hermes-agent-skill-authoring, himalaya, huggingface-hub, humanizer, imessage, jupyter-live-kernel, llama-cpp, llm-wiki, manim-video, maps, nano-pdf, node-inspect-debugger, notion, obsidian, ocr-and-documents, opencode, openhue, p5js, petdex, plan, polymarket, popular-web-designs, powerpoint, pretext, python-debugpy, requesting-code-review, research-paper-writing, segment-anything-model, serving-llms-vllm, simplify-code, sketch, songsee, songwriting-and-ai-music, spike, swipe-file, swipe-find, systematic-debugging, teams-meeting-pipeline, test-driven-development, touchdesigner-mcp, weights-and-biases, write-copy, xurl, youtube-content, yuanbao

**To fork:** open https://www.jurniti.com/templates/hermes-swipe-file-copywriter and use the Fork action — it starts a Stripe Checkout for a new VM seeded with this template's persist disk (same flat plan price, no fork fee).

## README

# Swipe-File Copywriter

A direct-response copywriter that drafts and critiques copy the way David Ogilvy
and Joe Sugarman taught — benefit-led, specific, slop-free — grounded in a private
swipe file of 646 annotated, world-class ads, sales letters, and web pages.

## What it does
- Writes landing pages, ads, emails, headlines, CTAs, and cold outreach that convert.
- Critiques and rewrites your existing copy against direct-response principles.
- Consults its swipe file before every job: pulls proven structures (headline sets,
  slippery-slide leads, risk-reversal closes) and applies the *technique* to your
  product in original words.
- Refuses AI slop: no hype words ("unlock/seamless/elevate"), no em-dash tics, no
  feature-without-benefit headlines, no vague claims, no fake urgency.

## How to use
Fork it, add your own model key, then brief it on a product + audience. Skills:
`write-copy`, `critique-copy`, `swipe-find`.

## BYOK setup
After forking, set your own model key in the terminal:
`hermes config set OPENROUTER_API_KEY <your-key>` (or `hermes model` to pick a
provider interactively). The key is yours and stays on your VM — never part of the
template.