copywriting-cta
Design end-of-article CTAs (calls-to-action placed at the bottom of blog posts, newsletters, essays, articles, or any long-form content). Use this skill whenever the user asks to write, design, review, or improve a CTA at the bottom of an article, blog post, or essay; mentions "end-of-post CTA", "bottom of the article", "call-to-action", "signup box", "newsletter CTA", "subscribe block", "what should I put at the bottom", "how do I get readers to subscribe / share / book a call / buy / follow / join / download"; or asks how to convert article readers into subscribers, leads, customers, community members, or supporters. Also trigger when the user wants A/B testing guidance or accessibility review for a CTA block. Covers independent / personal writing, newsletter publications, and brand / content-marketing blogs across any topic — tech, finance, food, climate, design, lifestyle, B2B, B2C. Produces both the copy (content) and the structural / visual design (form), matched to the user's objective and audience.
git clone --depth 1 https://github.com/samber/cc-skills /tmp/copywriting-cta && cp -r /tmp/copywriting-cta/skills/copywriting-cta ~/.claude/skills/copywriting-ctaSKILL.md
# End-of-Article CTA Designer
Designing an end-of-article CTA is a function of three inputs: the **objective** (what action), the **audience** (who reads it, in what relationship to the author), and the **context** (independent writing, newsletter, brand publication). Get those three right and the copy + form follow almost mechanically. Skip them and you get the universal failure mode: a generic "Subscribe for more" or "Learn More" that converts at the noise floor.
This skill runs a tight interview to capture those three inputs, then prescribes a CTA: copy (what it says), form (how it looks and sits on the page), mechanism (whether to use urgency, scarcity, curiosity, reciprocity, social proof, or none), an A/B test plan, and an accessibility check.
---
## Workflow
Run the four steps below in order. Do not skip the interview. The user may have given partial context already; pull what's available from the conversation, then ask only for the missing pieces.
### Step 1 — Interview
Use the `ask_user_input_v0` tool. Ask one question at a time. Do not stack questions in prose. Each question must have 2-4 tappable options. Fall back to free text only if the answer genuinely cannot be enumerated.
Ask these in order, skipping any already answered:
**Q1. Article context.** Options: `Personal / independent blog or essay` · `Newsletter / paid publication (Substack, beehiiv, Ghost, etc.)` · `Brand / company / content-marketing blog` · `Other (free text)`
**Q2. Primary objective.** (Pick the one outcome you most want from a reader who finishes the article. If they say "all of them," push back: multiple objectives is the #1 cause of CTA failure.)
Options:
- `Newsletter / email subscription`
- `Social follow / personal branding`
- `Lead generation (download / gated asset)`
- `Product or service signup / free trial`
- `Demo or sales call booking`
- `Direct purchase`
- `Community join (Discord / Slack / forum)`
- `Engagement (reply / comment / share / restack)`
- `Reader support (paid subscription / tip / sponsorship)`
- `Try-it / direct action (use the code, run the tool, fork the template, open the calculator)`
- `Other (free text)`
If the user lists more than one, ask which is primary. You can offer 1-2 secondaries later, but the primary must be singular.
**Q3. Audience and relationship.** Options: `First-time visitor (organic search / social)` · `Returning reader, not subscribed` · `Existing subscriber / customer` · `Mixed / unknown`
**Q4. Funnel stage.** (Where is the reader mentally?) Options: `TOFU: discovery, learning, no buying intent yet` · `MOFU: evaluating options, comparing` · `BOFU: ready to act, just needs a nudge` · `Not applicable (no buying funnel — e.g., personal blog, journalism, hobby content)`
**Q5. Mechanism preference.** (Only ask if a mechanism could legitimately help. See `references/mechanisms.md`. For sophisticated, skeptical, or repeat-reader audiences, default to "None / value-only" without asking.) Options: `None: value statement only` · `Curiosity gap ("Want to know more?")` · `Reciprocity (free asset first)` · `Discount / offer` · `Urgency (real deadline)` · `Scarcity / FOMO (limited spots)` · `Social proof (count / testimonial)`
Capture any free-text constraints the user volunteers (length limit, brand voice, no popups, multi-language, etc.). Note them.
### Step 2 — Diagnose
Map the inputs to a CTA archetype. The decision logic:
```
context = INDEPENDENT / PERSONAL
├── objective = newsletter / email → Archetype A: Author-signature subscribe
├── objective = try-it / direct action → Archetype B: Inline action + source link
├── objective = reader support / tip → Archetype C: Reader-supported funding link
├── objective = community → Archetype D: Proof-counted community invite
├── objective = social follow → Archetype A (variant: lead with social links)
├── objective = engagement → Archetype E: Specific reply prompt
└── objective = product / demo → ⚠️ FLAG. Only valid on personal/professional
blog where the author IS the product
(consultants, coaches, solo founders, indie devs).
Frame as "if you hit this, here's how I help"
— never "Book a Demo" verbatim.
context = NEWSLETTER PUBLICATION
├── objective = growth / subs → Archetype F: Share/restack + native widget
├── objective = engagement → Archetype E: Specific reply prompt
├── objective = paid conversion → Archetype G: Value-gap tease
├── objective = monetization / sponsor → Archetype H: Inline sponsor block (not bottom)
├── objective = community → Archetype D
└── objective = direct purchase → Archetype K (rare on newsletters; use BOFU only)
context = BRAND / CONTENT MARKETING
├── stage = TOFU → Archetype I: Transitional asset (lead magnet)
├── stage = MOFU → Archetype J: Direct + Transitional pair
├── stage = BOFU → Archetype K: Direct CTA + risk reversal
├── objective = community → Archetype D
└── objective = engagement → Archetype E (rarely the right call here)
```
Read `references/taxonomy.md` for the full archetype catalog with copy templates, form specs, when each works, and verbatim examples from named publications.
### Step 3 — Compose the recommendation
Output the recommendation in this exact structure. Do not deviate. Do not add filler.
```markdown
## Recommended CTA
**Archetype:** [letter + name from decision tree] **Why this fits:** [1-2 sentences naming the input combination]
### Content (copy)
**Headline / value line:**
> [exact text]
**Body / proof line (1-2 lines):**
> [exact text]
**Button copy:**
> [exact text]
**Risk reversal / subtext (if applicable):**
> [exact text, or "Omit: would feel forced for thisComprehensive guide for building Chrome extensions with Manifest V3. Use this skill whenever the user mentions Chrome extension, browser extension, manifest.json, content script, service worker (in extension context), popup, side panel, chrome.runtime, chrome.tabs, chrome.storage, chrome.scripting, background script, MV3, Manifest V3, or any Chrome extension API. Also trigger when the user wants to inject scripts into web pages, communicate between page and background, bypass CSP from a content script, build an RPC layer over chrome messaging, or publish to the Chrome Web Store. Covers both new extension projects and adding features to existing ones. Do NOT use for framework-specific questions.
Conventional Commits v1.0.0 branch naming, worktree naming, and commit message standards for GitHub and GitLab projects. Use when creating branches, naming worktrees, writing commits, generating commit messages, reviewing branch conventions, or setting up changelog automation. Apply when your project needs consistent git history, SemVer-driven releases, parseable changelog generation, or automatic issue closing. Trigger when the user asks how to name a worktree, create a git worktree, or organize worktrees alongside branches.
>
Codifies how someone or a brand writes — prose mechanics (lexicon, syntax, rhythm, structure, signature moves) independent of emotional tone. Output: PROSE.md. Three modes: BUILD a fresh guide from SOUL.md + TONE.md + discovery interview; ADAPT an existing guide to a new channel; AUDIT a corpus for prose patterns before codification. Use when: writing rules for a content factory, codifying ghostwriting voice for multi-writer consistency, defining banned words and sentence-length targets, building a house style guide, reverse-engineering prose from a corpus, porting style across channels. Trigger on: PROSE.md, writing style guide, prose guide, house style, ghostwriter style, writing playbook, brand writing mechanics, signature moves. NOT for: writing actual content (→ linkedin-ghostwriting, technical-article-writer, press-release-writer), removing AI patterns (→ humanizer), tone decisions (→ copywriting-tone-of-voice), hooks (→ copywriting-hooks), CTAs (→ copywriting-cta).
Build a brand tone of voice guide (TONE.md) via discovery, voice definition, and channel modulation. Outputs voice attributes with do's/don'ts, NN/g positioning, tone modulation matrix, lexicon, mechanics, and channel rules — consumed by downstream content skills writing on-brand copy. Covers B2B SaaS, B2C/D2C, NGO, public sector, consulting, industrial, product-led, personal, and volunteering brands; researches uncovered contexts (politics, regulated niches, religious orgs, gaming) on demand. Also adapts an existing TONE.md to a new channel (blog → LinkedIn, web → Twitter/X, in-product UI). Optionally consumes SOUL.md to pre-fill brand identity. Apply when the user wants to create a TONE.md, define brand voice, port voice to a new channel, refresh an outdated voice, or set up a content factory writing across many supports. Not for writing individual posts, articles, emails, or UI strings (→ dedicated writing skills), nor SOUL.md, PROSE.md, DESIGN.md.
CRXJS Chrome extension development — true HMR for popup, options, content scripts, side panels, manifest-driven builds, dynamic content script imports (`?script`, `?script&module`), and `defineManifest` for type-safe manifests. Uses Vite as its build tool. Use when the user mentions CRXJS, crxjs, @crxjs/vite-plugin, 'extension with hot reload', 'HMR for chrome extension', or wants to set up a CRXJS-based Chrome extension project with any framework (React, Vue, Svelte, Solid, Vanilla). Also trigger when the user has an existing CRXJS project and wants to add features, fix HMR issues, or configure content scripts with CRXJS. For general Chrome extension architecture (messaging, CSP, storage, permissions) -> See `samber/cc-skills@chrome-extension` skill.
Deep research skill — broad parallel web searches, multi-source validation, confidence tracking, cited Markdown report. Supports 11 research types: market (TAM/SAM, segments, pricing, trends), domain (industry structure, ecosystem, regulatory landscape), technical (architecture, tools, benchmarks), competitive (competitor teardown, positioning, win/loss), product (feature analysis, reviews, roadmap signals), academic (literature survey, citation networks, key authors), person/org (due diligence on a company or public figure), financial (funding rounds, valuation multiples, revenue signals), legal (IP, patents, litigation, compliance), trend (emerging signals, foresight, scenario mapping), community (ecosystem health, key voices, governance, fragmentation). Use when asked to: 'research <topic>', 'deep dive on X', 'analyze the landscape', 'competitive analysis', 'compare these options', 'who are the players in Z', 'literature review', 'background on Y', 'what papers exist on X', 'product teardown', 'technology evaluation', 'regulatory overview', 'funding landscape', 'what trends are emerging in X', 'patent landscape', 'community health', or any request requiring scanning many sources and producing a cited written analysis. Apply whenever the deliverable is a thorough, sourced report rather than a quick answer. Trigger even when phrased casually: 'look into X', 'what's the deal with Y', 'dig into Z', 'I need to understand the space', 'catch me up on X'.
Produce distinctive, non-generic UI and design applications well, working strategy-first. Identify the project (landing page, SaaS app, dashboard, ecommerce, presentation, docs, portfolio...) and its positioning and personality, commit to brand adjectives, translate into a typography and color system, then apply the craft layer (layout, components and states, motion, iconography, imagery, dark mode and theming, accessibility), avoiding the AI-slop / Claude-esque default. This is both a de-slop and an expert app-design skill. Use this whenever building or styling any web frontend, app, dashboard, landing page, deck, or artifact, or when the user says "make it not look like AI", "de-slopify", "deslop", "less generic", "give it character", "design a UI for X", "design an app", "update DESIGN.md", or complains the output looks like every other AI site. Trigger even when the user just says "build a UI for X" without naming an aesthetic, because the default without this skill is slop.