v1.0.0 to v1.0.0

---

name: copywriting

description: >-

Write marketing copy that converts — landing pages, ads, emails, social,

headlines, and brand voice. Use when writing any marketing or sales copy

beyond cold email. Triggers on: "copywriting", "write copy", "headline",

"landing page copy", "ad copy", "marketing copy", "brand voice", "tagline",

or any request to write persuasive marketing text.

license: MIT

compatibility: Claude Code, Jesse, Codex, Hermes, Windsurf, OpenCode, Gemini CLI, Copilot, Zed, VS Code, Goose

metadata:

version: "1.0.0"

author: LeadMagic

category: creative

tags: [copywriting, marketing, conversion, brand-voice]

frameworks: [Joanna Wiebe Copyhackers, Cialdini Persuasion, Eugene Schwartz Awareness Levels, Neville Medhora Kopywriting Kourse]

---

# Copywriting

## Overview

Copywriting is salesmanship in print. Every word either moves the reader

toward action or gives them a reason to leave. This skill covers conversion

copywriting: headlines that stop the scroll, body copy that builds desire,

and CTAs that convert. Draws from the best practitioners in the field.

## When to Use

- "Write landing page copy"

- "Create ad headlines"

- "Write email marketing copy"

- "Craft a tagline"

- "Improve our messaging"

- "Write social media captions"

- "Rewrite this to convert better"

## Authoritative Foundations

- **Joanna Wiebe (Copyhackers)** — conversion copywriting. Start with the

prospect's problem, not your product. "What's in it for me?" answered

in the first 3 seconds.

- **Eugene Schwartz** — 5 awareness levels: Unaware, Problem-Aware,

Solution-Aware, Product-Aware, Most Aware. Match copy to awareness.

- **Robert Cialdini** — 7 persuasion principles: reciprocity, commitment,

social proof, authority, liking, scarcity, unity.

- **Neville Medhora (Kopywriting Kourse)** — practical frameworks. AIDA,

PAS, features-to-benefits transformation.

## Step-by-Step Process

### Phase 1: Intake

Who is the audience? What awareness level? What's the desired action?

What's the primary objection? What's the proof?

### Phase 2: Framework Selection

- **AIDA**: Attention → Interest → Desire → Action (universal)

- **PAS**: Problem → Agitation → Solution (pain-first)

- **BAB**: Before → After → Bridge (transformation story)

- **4Ps**: Promise → Picture → Proof → Push (direct response)

- **Features-to-Benefits**: "This does X" → "So you can Y"

### Phase 3: Headline Writing

Headlines do 80% of the work. Rules: specific > clever, benefit > feature,

under 15 words, no jargon. Test multiple variants. The best headline makes

the reader think "tell me more."

### Phase 4: Body Copy

Lead with the problem. Show you understand. Prove you can solve it. End

with a single clear action. Write like you talk — read it aloud. If it

sounds like marketing, rewrite it.

## Output Format

Copy deliverable with headline variants, body copy, CTA options, and

framework annotation explaining why each choice was made.

## Quality Check

Before delivering, verify:

- [ ] All required sections are complete

- [ ] Output matches the user's stated need

- [ ] Named frameworks are cited for key recommendations

- [ ] No vague claims — every recommendation has a specific action

- [ ] Deliverable is ready for operational use, not just conceptual

## Common Pitfalls

1. **Writing for everyone** — copy that appeals to "business leaders"

appeals to no one. Write for one specific person.

2. **Feature lists without benefits** — "10GB storage" meaningless.

"Store 50,000 photos without worrying about space" meaningful.

3. **Multiple CTAs** — each additional CTA reduces conversion. One

action per piece of copy.

4. **Jargon** — "leverage synergistic solutions" convinces no one.

Simple, clear, specific wins.

## Execution Artifacts

- `references/framework-notes.md` — named frameworks, citation anchors, and operating assumptions

- `templates/output-template.md` — copy-paste deliverable structure for the user

- `scripts/check-output.py` — local checklist validator for required sections

Use the artifacts when the user asks for an implementation-ready deliverable, a repeatable workflow, or a quality check rather than generic advice.

## Implementation Depth

Use this section when the user asks for a finished asset, not a high-level explanation.

### Diagnostic Questions

1. What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led?

2. Which ICP tier is the output for: small business, mid-market, enterprise, or mixed?

3. What proof is available today: customer stories, usage data, third-party validation, screenshots, or none?

4. What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow?

5. What decision will the user make from this output: launch, prioritize, route, rewrite, score, coach, or measure?

### Framework Application

Map the recommendation explicitly to the named frameworks in this skill:

- Joanna Wiebe Copyhackers: apply only the part that directly improves the requested deliverable.

- Cialdini Persuasion: apply only the part that directly improves the requested deliverable.

- Eugene Schwartz Awareness Levels: apply only the part that directly improves the requested deliverable.

- Neville Medhora Kopywriting Kourse: apply only the part that directly improves the requested deliverable.

### Deliverable Standard

A strong output from this skill includes:

- A crisp diagnosis of the current situation

- A recommended path with tradeoffs, not a generic list

- A concrete artifact the user can use immediately: table, script, checklist, scorecard, sequence, dashboard spec, or implementation plan

- A measurement plan with leading and lagging indicators

- Risks and edge cases called out before execution

### Adaptation Rules

- For small business: reduce complexity, shorten time-to-value, and prioritize owner/operator clarity.

- For mid-market: include workflow ownership, handoffs, integrations, and enablement assets.

- For enterprise: include governance, risk, procurement, stakeholder mapping, and proof requirements.

## Related Skills

- **cold-email-copywriting**: Cold email-specific frameworks

- **landing-pages**: Landing page copy with CRO

- **social-media-strategy**: Social media copy formats