# Copy Craft

> Writes CONVERSION copy: landing pages, CTAs, sales/upgrade emails, ad copy, microcopy. Goal = get someone to ACT. Triggers ONLY when: user asks to write landing page copy, sales emails, ad copy, or optimize conversion text. Do NOT trigger when: writing documentation, README, blog posts, or educational content.

- Skill: `docat0209/copy-craft` (Agent Skill)
- Install (CLI): `npx skillmds@latest add docat0209/copy-craft`
- Raw SKILL.md: https://api.skillmd.com/api/skills/docat0209/copy-craft/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Docs & Writing
- Author: Docat0209 (https://skillmd.com/u/docat0209)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/docat0209/copy-craft

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# Copy Craft SOP

## Boundary

**This skill (copy-craft)** = CONVERSION copy. Goal is to get someone to ACT (sign up, buy, upgrade, click). Covers: landing pages, CTAs, ad copy, microcopy (buttons, errors, empty states), sales emails, and upgrade/win-back emails.

**Not this skill — use `content-create` instead** for VALUE content: blog posts, tutorials, articles, educational material, onboarding/lifecycle email sequences. Goal there is to build trust and attract audience.

## 1. Headline Formulas

Apply one of these proven frameworks (source: CopyHackers, CrazyEgg, Thrive Themes):

- **PAS (Problem-Agitate-Solve)**: State the problem → intensify the pain → present your solution. Best when audience already knows their problem.
- **AIDA (Attention-Interest-Desire-Action)**: Hook with a bold claim → relate to their life → show benefits → tell them what to do next. Best for cold audiences.
- **4U (Useful-Urgent-Unique-Ultra-specific)**: Every headline must pass all four. "Save 3 hours/week on invoicing" beats "Better invoicing software."

Rules for all headlines:
- Lead with the benefit, not the feature
- Include a number or timeframe when possible
- Keep under 12 words for landing pages, under 8 for ads
- Test 3-5 variations; never ship the first draft

## 2. Landing Page Structure

Follow this proven section order (source: CopyHackers, BigFive):

1. **Hero** — Headline (PAS or AIDA) + subhead (clarify who it's for) + primary CTA button + hero image/demo
2. **Social proof bar** — Logos, user count, or one-line testimonials. Appears immediately below the fold.
3. **Problem statement** — Describe the pain in the user's own words. Use exact phrases from customer interviews or reviews.
4. **Feature → Benefit blocks** — Never list features alone. Format: "Feature X — so you can [benefit]." Max 3-4 blocks.
5. **Testimonials / case studies** — Real names, photos, specific results ("saved 5 hrs/week" not "great product").
6. **Objection handling** — FAQ section addressing top 3-5 concerns: price, security, switching cost, support.
7. **Final CTA** — Restate the value prop, repeat the primary CTA. Add a risk reversal (free trial, money-back guarantee).

## 3. Sales & Conversion Emails

Emails whose goal is to get the reader to ACT (upgrade, buy, re-engage). For onboarding/lifecycle email sequences that educate and build trust, use `content-create`.

**Upgrade / upsell emails:**
| Email | Timing | Purpose | Subject line rule |
|-------|--------|---------|-------------------|
| Upgrade nudge | Trial day 10-14 | Soft pitch, remind what they'd lose without upgrading | Scarcity or loss aversion framing |
| Feature gate | On limit hit | Show what they're missing on the free plan | Specific feature + outcome |
| Win-back | 30 days inactive | Re-engage churned users with new value | "We added X since you left" or question format |

Subject line rules:
- Under 5 words when possible (highest open rates per Encharge data)
- No ALL CAPS, no clickbait, no misleading previews
- Personalize with context, not just {first_name}
- A/B test every subject line

## 4. Persuasion Principles (Cialdini)

Apply these six principles from Robert Cialdini's "Influence" (source: CXL, Influence at Work):

- **Social proof**: Show numbers ("12,000 teams trust us"), testimonials, logos. Place near CTAs.
- **Scarcity**: Limited-time offers, remaining spots, countdown timers. Must be real — fake scarcity destroys trust.
- **Authority**: Credentials, press mentions, expert endorsements, "as seen in" bars. Cite specific data over vague claims.
- **Reciprocity**: Give value before asking — free tools, templates, guides. Content marketing builds reciprocity over time.
- **Consistency**: Get micro-commitments first (free trial, quiz, email signup) before asking for payment. People act consistently with prior commitments.
- **Liking**: Use conversational tone, show the team, share origin story. People buy from people they like.

## 5. Microcopy Rules

UX writing for buttons, errors, and empty states (source: Smashing Magazine, Shopify, UserPilot):

**Buttons & CTAs:**
- Format: verb + benefit ("Start free trial", "Get my report")
- Never use "Submit" or "Click here" — they communicate nothing
- Primary CTA gets one strong color; secondary CTA is text-only or ghost button

**Error messages:**
- Format: what happened + how to fix it ("That email is already registered. Try logging in instead.")
- Never blame the user ("Invalid input" → "Please enter a valid email address")
- Use a calm, helpful tone — errors happen at peak frustration

**Empty states:**
- Guide, don't blame ("No projects yet. Create your first one to get started.")
- Include a CTA that resolves the empty state
- Use illustration or icon to soften the moment

**Form microcopy:**
- Explain WHY you need each field if it's not obvious
- Show format hints inline ("DD/MM/YYYY"), not after validation fails
- Keep labels above fields, not inside (they disappear on focus)

## 6. Quality Check

Before shipping any copy, verify (source: CopyHackers conversion checklist):

- [ ] Would YOU click this CTA? If not, rewrite it.
- [ ] Is the value prop clear within 5 seconds of landing?
- [ ] Every word earns its place — cut ruthlessly, then cut again
- [ ] Benefits outnumber features at least 2:1
- [ ] Social proof is specific (numbers, names, results), not generic
- [ ] One primary CTA per page/email — not three competing actions
- [ ] Mobile-friendly: 60% of email opens are mobile (test on phone)
- [ ] Read it aloud — if it sounds robotic, rewrite in conversational tone

## Next Steps
Report to user: "Copy written: [type]. Key CTA: [what it says]. Target: [who]"

Suggested next steps (user decides):
- Landing page done → "Run content-create for supporting articles"
- Sales emails done → "Run sales-close"
- Need A/B test → "Run data-decide"