copywriting
This skill guides creation and optimization of short-form marketing copy including headlines, CTAs, ad copy, landing page copy, and email subject lines. Use it when writing conversion-focused content or when the user mentions copywriting frameworks like PAS, AIDA, BAB, or FAB. The skill provides structured frameworks and formulas to craft compelling copy that moves audiences from awareness to action, while directing long-form article bodies to a separate content skill.
git clone --depth 1 https://github.com/kostja94/marketing-skills /tmp/copywriting && cp -r /tmp/copywriting/skills/content/copywriting ~/.claude/skills/copywritingSKILL.md
# Content: Copywriting Guides **short-form marketing copy**—ads, landing pages, email, CTAs. Copywriting frameworks (PAS, AIDA, BAB) provide structure for conversion-focused copy. For **article body content** (blog posts, guides, long-form), see **article-content**. **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 project context first:** If `.claude/project-context.md` or `.cursor/project-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. **Information gain (differentiation)**: Copy that restates what competitors say adds zero value. Lead with unique angle, proprietary data, or contrarian insight. "What does this headline/promise add that others don't?" See **article-content** for full information gain strategy in long-form. ## 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 | | **Article / blog** | Headline formulas, CTA copy; body → **article-content** | article-content, article-page-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 - **article-content**: Article body creation; applies PAS, AIDA, BAB to long-form; headline formulas for article titles - **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
When the user wants to analyze Google Search Console data, use the GSC API, or interpret search performance. Also use when the user mentions "GSC," "Search Console," "indexing report," "Core Web Vitals," "Enhancements," "Insights report," "search performance," "search queries," "search performance report," "URL inspection," "impressions," "CTR," "average position," "index coverage," "GSC data analysis," "Search Console API," or "searchanalytics.query." When the user wants to rewrite title tags (not only report on them), use title-tag. For meta description rewrites, use meta-description.
When the user wants to build an SEO data analysis system, monitor indexing/traffic/keywords/backlinks, or set up benchmarks. Also use when the user mentions "SEO data analysis," "SEO monitoring," "article database," "traffic benchmark," "penalty recovery," "SEO work document," "SEO dashboard," "keyword tracking," "ranking monitoring," "indexing report," or "backlink monitoring." For GSC API, use google-search-console.
When the user wants to track AI search traffic in GA4 or GSC. Also use when the user mentions "AI traffic," "ChatGPT referral," "Perplexity traffic," "AI Overviews," "GA4 AI sources," "AI search analytics," "track AI referrals," "AI search traffic," "Claude traffic," or "how to track AI traffic." For AI SEO strategy, use generative-engine-optimization.
When the user wants to analyze website traffic sources, attribution, or dark traffic. Also use when the user mentions "traffic sources," "dark traffic," "direct traffic," "UTM parameters," "traffic attribution," "channel attribution," "attribution optimization," "channel analysis," "traffic analysis," "traffic diversification," "natural traffic benchmark," or "organic vs paid traffic." For GA4 setup, use analytics-tracking.
When the user wants to set up, audit, or optimize analytics tracking (GA4, events, conversions). Also use when the user mentions "Google Analytics," "GA4," "event tracking," "conversions," "attribution model," "gtag," "data layer," "GA4 setup," "conversion tracking," "event setup," "User ID tracking," or "CTA attribution." For traffic insights, use traffic-analysis.
When the user wants to promote via forums, communities, or invite users to join a community. Also use when the user mentions "forum promotion," "Indie Hacker," "Hacker News," "community growth," "Discord promotion," "vertical community," "brand encyclopedia," "Wikipedia," "Quora," "Reddit community," "community building," "forum marketing," or "community invite." For Reddit copy, use reddit-posts. For strategy, use integrated-marketing.
When the user wants to submit a product or app to directories, curated lists, launch platforms, or app stores—and needs ready-to-paste copy per platform. Reads project-context.md when present. Also use when the user mentions "directory submission," "get listed," "app store listing," "submit to directories," "curated list," "best tools list," "Taaft," "Product Hunt," "directory ads," "newsletter feature," "directory campaign," "tailor description per platform," "Shopify App Store," "Chrome Web Store," "navigation site," or "product directory." For Product Hunt launch day tactics (hunter, first comment, timing), use product-hunt-launch. For full 0→1 channel planning, use cold-start-strategy.
When the user wants to launch on Product Hunt, prepare a PH submission, or plan launch day (hunter, first comment, timing, upvotes). Also use when the user mentions "Product Hunt," "launch on Product Hunt," "PH launch," "Product Hunt submission," "hunter," "Product of the Day," "upvotes," or "Product Hunt first comment." For multi-platform directory listings and paste-ready copy beyond PH, use directory-submission.