copywriting

name copywriting description When the user wants to write or optimize short-form 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," "copy formula," or "differentiation." For long-form article bodies (blog posts, guides), use article-content. metadata {"version":"1.2.0"} 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: Context : Ad, landing page, email, CTA, or general Goal : Awareness, consideration, conversion, retention 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