copywriting v1.0.0A

Immutable. This exact content is served forever at /api/v1/blob/23c24f9fb46635d9.

---
name: copywriting
description: When the user wants to write or optimize marketing copy—headlines, CTAs, ad copy, landing page copy, email copy. Also use when the user mentions "copywriting," "headline," "CTA copy," "ad copy," "landing page copy," "sales copy," "conversion copy," "PAS," "AIDA," "BAB," or "copy formula."
metadata:
  version: 1.0.0
---

# Content: Copywriting

Guides marketing copy creation and optimization across ads, landing pages, email, and CTAs. Copywriting frameworks provide structure that increases efficiency, eliminates writer's block, ensures consistency, and improves conversion rates. Use this skill when drafting or refining copy for any marketing touchpoint.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Check for product marketing context first:** If `.claude/product-marketing-context.md` or `.cursor/product-marketing-context.md` exists, read Sections 2 (Positioning), 3 (Value Proposition), 8 (Brand & Voice).

Identify:
1. **Context**: Ad, landing page, email, CTA, or general
2. **Goal**: Awareness, consideration, conversion, retention
3. **Audience**: ICP, stage, pain points

## Copywriting Frameworks

| Framework | Structure | Best For |
|-----------|-----------|----------|
| **PAS** | Problem → Agitation → Solution | Direct-response; sales pages; landing pages |
| **AIDA** | Attention → Interest → Desire → Action | Story-driven; ads; emails; editorials |
| **BAB** | Before (problem) → After (outcome) → Bridge (how) | Transformation; testimonials; case studies |
| **FAB** | Features → Advantages → Benefits | Product pages; feature lists |
| **4 U's** | Useful, Urgent, Unique, Ultra-specific | Headlines; subject lines |

### PAS (Problem, Agitation, Solution)

- **Problem**: Identify the reader's pain point clearly
- **Agitation**: Intensify the emotional impact; make the problem feel urgent
- **Solution**: Present your product/service as the answer

### AIDA (Attention, Interest, Desire, Action)

- **Attention**: Grab with a powerful headline or opening
- **Interest**: Build engagement through facts, storytelling, or emotional appeals
- **Desire**: Highlight benefits and how the product solves problems
- **Action**: Include a clear call-to-action

### BAB (Before, After, Bridge)

- **Before**: Current problem state
- **After**: Desired outcome
- **Bridge**: How your solution bridges the gap

## Headline Formulas

| Formula | Example |
|---------|---------|
| **How to [outcome]** | "How to Double Your Conversions in 30 Days" |
| **[Number] Ways to [benefit]** | "7 Ways to Reduce Churn Without Hiring" |
| **[Who] + [benefit]** | "For Marketers Who Want to Ship Faster" |
| **[Problem]? Here's [solution]** | "Struggling with SEO? Here's the Fix" |
| **[Before] → [After]** | "From 0 to 10K Users in 90 Days" |
| **The [adjective] [noun] for [audience]** | "The Ultimate Guide for SaaS Founders" |

**Rules**: Front-load keywords; keep under 60 chars for SERP; avoid clickbait; match ad-to-page alignment.

## Copy by Context

| Context | Focus | Skills |
|---------|-------|--------|
| **Ad copy** | Hook, benefit, CTA; platform limits | paid-ads-strategy, google-ads, meta-ads |
| **Landing page** | Headline, value prop, CTA; above fold | landing-page-generator, hero-generator |
| **Email** | Subject line, preview, body, CTA | email-marketing |
| **CTA** | Value-focused; action verb; avoid "Submit" | cta-generator |

## Ad copy vs Landing page copy

| Element | Ad | Landing Page |
|---------|-----|--------------|
| **Promise** | Must match page headline | Same promise; expand on it |
| **Length** | Concise; platform limits | Enough to explain value |
| **CTA** | Click-through; "Learn More" | Conversion; "Start Free Trial" |

**Avoid**: Ad promise not visible on page; mismatch increases bounce.

## CTA Copy Best Practices

- **Value-focused**: "Start Free Trial" not "Submit"
- **Action verb**: "Get," "Try," "Download," "Join"
- **Specific**: "Get Your Free Audit" not "Click Here"
- **A/B test**: Color, copy, placement, size

## Output Format

- **Framework** (PAS, AIDA, BAB) recommendation
- **Headline** options (2–3 variants)
- **Body** copy structure
- **CTA** copy options
- **A/B test** suggestions (if applicable)

## Related Skills

- **landing-page-generator**: Landing page copy and structure
- **hero-generator**: Hero headline, subheadline, CTA
- **cta-generator**: CTA design and copy
- **paid-ads-strategy**: Ad copy frameworks (PAS, BAB, Social Proof)
- **email-marketing**: Email subject lines, body copy
- **branding**: Brand voice, tone consistency