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
1---2name: copywriting3description: 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.4---56# Content: Copywriting78Guides **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**.910**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.1112## Initial Assessment1314**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).1516Identify:171. **Context**: Ad, landing page, email, CTA, or general182. **Goal**: Awareness, consideration, conversion, retention193. **Audience**: ICP, stage, pain points2021## Copywriting Frameworks2223| Framework | Structure | Best For |24|-----------|-----------|----------|25| **PAS** | Problem → Agitation → Solution | Direct-response; sales pages; landing pages |26| **AIDA** | Attention → Interest → Desire → Action | Story-driven; ads; emails; editorials |27| **BAB** | Before (problem) → After (outcome) → Bridge (how) | Transformation; testimonials; case studies |28| **FAB** | Features → Advantages → Benefits | Product pages; feature lists |29| **4 U's** | Useful, Urgent, Unique, Ultra-specific | Headlines; subject lines |3031### PAS (Problem, Agitation, Solution)3233- **Problem**: Identify the reader's pain point clearly34- **Agitation**: Intensify the emotional impact; make the problem feel urgent35- **Solution**: Present your product/service as the answer3637### AIDA (Attention, Interest, Desire, Action)3839- **Attention**: Grab with a powerful headline or opening40- **Interest**: Build engagement through facts, storytelling, or emotional appeals41- **Desire**: Highlight benefits and how the product solves problems42- **Action**: Include a clear call-to-action4344### BAB (Before, After, Bridge)4546- **Before**: Current problem state47- **After**: Desired outcome48- **Bridge**: How your solution bridges the gap4950## Headline Formulas5152| Formula | Example |53|---------|---------|54| **How to [outcome]** | "How to Double Your Conversions in 30 Days" |55| **[Number] Ways to [benefit]** | "7 Ways to Reduce Churn Without Hiring" |56| **[Who] + [benefit]** | "For Marketers Who Want to Ship Faster" |57| **[Problem]? Here's [solution]** | "Struggling with SEO? Here's the Fix" |58| **[Before] → [After]** | "From 0 to 10K Users in 90 Days" |59| **The [adjective] [noun] for [audience]** | "The Ultimate Guide for SaaS Founders" |6061**Rules**: Front-load keywords; keep under 60 chars for SERP; avoid clickbait; match ad-to-page alignment.6263**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.6465## Copy by Context6667| Context | Focus | Skills |68|---------|-------|--------|69| **Ad copy** | Hook, benefit, CTA; platform limits | paid-ads-strategy, google-ads, meta-ads |70| **Landing page** | Headline, value prop, CTA; above fold | landing-page-generator, hero-generator |71| **Email** | Subject line, preview, body, CTA | email-marketing |72| **CTA** | Value-focused; action verb; avoid "Submit" | cta-generator |73| **Article / blog** | Headline formulas, CTA copy; body → **article-content** | article-content, article-page-generator |7475## Ad copy vs Landing page copy7677| Element | Ad | Landing Page |78|---------|-----|--------------|79| **Promise** | Must match page headline | Same promise; expand on it |80| **Length** | Concise; platform limits | Enough to explain value |81| **CTA** | Click-through; "Learn More" | Conversion; "Start Free Trial" |8283**Avoid**: Ad promise not visible on page; mismatch increases bounce.8485## CTA Copy Best Practices8687- **Value-focused**: "Start Free Trial" not "Submit"88- **Action verb**: "Get," "Try," "Download," "Join"89- **Specific**: "Get Your Free Audit" not "Click Here"90- **A/B test**: Color, copy, placement, size9192## Output Format9394- **Framework** (PAS, AIDA, BAB) recommendation95- **Headline** options (2–3 variants)96- **Body** copy structure97- **CTA** copy options98- **A/B test** suggestions (if applicable)99100## Related Skills101102- **article-content**: Article body creation; applies PAS, AIDA, BAB to long-form; headline formulas for article titles103- **landing-page-generator**: Landing page copy and structure104- **hero-generator**: Hero headline, subheadline, CTA105- **cta-generator**: CTA design and copy106- **paid-ads-strategy**: Ad copy frameworks (PAS, BAB, Social Proof)107- **email-marketing**: Email subject lines, body copy108- **branding**: Brand voice, tone consistency
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