Copywriting Guide

Copywriting Guide Skill

Write compelling, conversion-focused copy using proven frameworks, headline formulas, and benefit-driven language that resonates with your audience.

When to Use

Use /copywriting-guide when you need to:

• Write headlines for landing pages
• Create body copy for features/benefits
• Write CTA button copy
• Craft microcopy (form labels, errors, tooltips, empty states)
• Write email subject lines
• Transform feature lists into benefit-driven copy

Instructions

Phase 1: Voice, Tone & Audience

Goal: Define the writing style and understand who you're writing for

I will determine:

1. Brand Voice (choose one dominant trait):

   • Professional: Authoritative, credible, polished
   • Friendly: Warm, approachable, conversational
   • Bold: Confident, direct, provocative
   • Playful: Fun, witty, irreverent
   • Empathetic: Understanding, supportive, helpful

2. Tone (situation-specific):

   • Marketing pages: Excited, optimistic
   • Documentation: Clear, helpful
   • Errors: Apologetic, solution-focused
   • Success: Celebratory, encouraging

3. Audience Language:

   • What terms do they use (not company jargon)?
   • What problems keep them up at night?
   • What outcomes do they want?
   • What objections do they have?

Phase 2: Headlines Using Proven Frameworks

Goal: Write headlines that grab attention and communicate value

Framework 1: PAS (Problem-Agitate-Solve)

Structure:

1. Problem: State the painful problem
2. Agitate: Make it worse (emotional impact)
3. Solve: Present your solution

Examples:

❌ "Advanced Project Management Software"

✅ "Drowning in scattered tasks and missed deadlines? (Problem)
    Watching projects spiral while your team stays confused? (Agitate)
    Get everyone aligned with one simple dashboard." (Solve)

Template:

• "[Problem question?] [Consequence of problem]. [Your solution]."
• "Stop [problem]. Start [benefit]."
• "[Problem], meet [solution name]"

Framework 2: AIDA (Attention-Interest-Desire-Action)

Structure:

1. Attention: Hook with surprising statement or question
2. Interest: Build curiosity with specific detail
3. Desire: Create want with outcome/benefit
4. Action: Tell them what to do

Examples:

Headline (Attention): "10,000 leads per month. On autopilot."
Subhead (Interest): "AI finds your ideal customers while you sleep"
Body (Desire): "Wake up to qualified leads who actually want to buy"
CTA (Action): "Start generating leads today"

Template:

• Attention: "[Shocking stat or bold claim]"
• Interest: "[How it works in 5 words]"
• Desire: "[Specific outcome they want]"
• Action: "[Simple, clear CTA]"

Framework 3: BAB (Before-After-Bridge)

Structure:

1. Before: Paint picture of current pain
2. After: Show the transformation
3. Bridge: Explain how you get them there

Examples:

Before: "Spending 10 hours a week on manual data entry?"
After:  "Imagine having those 10 hours back for strategic work."
Bridge: "Our AI handles the busywork so you don't have to."

Template:

• Before: "Tired of [pain]?"
• After: "What if you could [dream outcome]?"
• Bridge: "[Product] makes it happen by [unique approach]"

Headline Formula Library

10 High-Converting Formulas:

1. Number + Adjective + Keyword + Promise

   • "3 Simple Ways to Double Your Sales"
   • "5 Proven Strategies for Better Sleep"

2. How to [Achieve Desire] Without [Pain/Cost]

   • "How to Build an Audience Without Spending on Ads"
   • "How to Lose Weight Without Giving Up Carbs"

3. [Do Something Hard] in [Short Time]

   • "Master Spanish in 30 Days"
   • "Build a SaaS Business in One Weekend"

4. The Secret to [Desire]

   • "The Secret to Effortless Productivity"
   • "The Secret Every Top Salesperson Knows"

5. [Number] [Type of People] Who [Achievement]

   • "10 Founders Who Reached $1M ARR in 6 Months"
   • "5 Marketers Who 10x'd Their Conversion Rate"

6. Get [Desired Result] Without [Pain/Effort]

   • "Get Customers Without Cold Calling"
   • "Get Fit Without Going to the Gym"

7. [Action] Like [Aspirational Group]

   • "Write Like a Bestselling Author"
   • "Design Like Apple"

8. The [Adjective] Way to [Achieve Desire]

   • "The Lazy Way to Financial Freedom"
   • "The Simple Way to Build Muscle"

9. Why [Common Approach] Doesn't Work (And What Does)

   • "Why Most Diets Fail (And How to Actually Lose Weight)"
   • "Why Content Marketing Doesn't Work (And What Does)"

10. [Desire] Without [Common Obstacle]

    • "Growth Without Burnout"
    • "Automation Without Complexity"

Phase 3: Benefit-Driven Feature Copy

Goal: Transform features into customer benefits

Feature vs Benefit:

Formula: Feature → Benefit:

1. State the feature
2. Say "which means..."
3. Describe the outcome/feeling

Example Process:

• Feature: "Unlimited projects"
• Which means: You never hit a wall or pay extra
• Benefit: "Create unlimited projects - grow without limits or surprise fees"

Phase 4: Microcopy Patterns

Goal: Write small but critical copy throughout the UI

Button Labels

❌ Generic CTAs:
- Submit
- Click Here
- Continue
- OK

✅ Value-Driven CTAs:
- Start Free Trial - No Credit Card
- Get My Custom Quote
- See Pricing & Plans
- Download the Guide
- Send Me the Playbook
- Yes, Send Me Tips

Formula: [Action Verb] + [What They Get] + [Friction Reducer]

• "Start Free Trial" (action) "- No Credit Card" (friction reducer)
• "Download Guide" (action) "- Takes 2 Minutes" (friction reducer)

Form Labels

❌ Vague labels:
- "Information"
- "Details"
- "Company"

✅ Clear, helpful labels:
- "Email address (we'll never spam you)"
- "Company name (so we can personalize your experience)"
- "Phone number (optional - only for urgent issues)"

Error Messages

❌ Unhelpful errors:
- "Error 422"
- "Invalid input"
- "Something went wrong"

✅ Helpful errors:
- "That email address doesn't look right. Did you mean @gmail.com?"
- "Password must be at least 8 characters and include a number"
- "We couldn't process your payment. Please check your card details."

Formula: [What went wrong] + [Why] + [How to fix]

Empty States

❌ Sad empty states:
- "No data"
- "Nothing here yet"

✅ Motivating empty states:
- "Create your first project to get started"
- "No messages yet - your inbox is zen 🧘"
- "Your tasks list is empty - time to plan your next move"

Formula: [Current state] + [Encouraging CTA or benefit]

Loading States

❌ Generic loading:
- "Loading..."
- "Please wait"

✅ Specific loading:
- "Analyzing your data..."
- "Generating your report..."
- "Finding the perfect match..."

Success Messages

❌ Bland success:
- "Saved"
- "Success"

✅ Celebratory success:
- "Changes saved! You're all set."
- "Welcome aboard! Let's get you set up."
- "Profile updated - looking good!"

Tooltips

❌ Redundant tooltips:
- Button: "Save" / Tooltip: "Click to save"

✅ Helpful tooltips:
- Button: "Share" / Tooltip: "Anyone with the link can view"
- Button: "Archive" / Tooltip: "Hide without deleting - you can restore later"

Phase 5: Power Words by Emotion

Goal: Use words that trigger psychological responses

Urgency Words

Now, Today, Instant, Immediately, Hurry, Limited, Exclusive, Deadline,
Last Chance, Final Hours, Running Out, While Supplies Last, Act Fast

Usage: "Start your free trial now - limited spots available"

Trust Words

Proven, Guaranteed, Certified, Verified, Tested, Official, Authentic,
Secure, Protected, Safe, Backed, Endorsed, Trusted

Usage: "Join 10,000+ verified professionals"

Curiosity Words

Secret, Hidden, Revealed, Discover, Unlock, Insider, Forbidden, Little-Known,
Confidential, Behind the Scenes, Untold, Surprising

Usage: "Discover the hidden strategy top marketers use"

Exclusivity Words

VIP, Members-Only, Private, Exclusive, Select, Elite, Premium, Invite-Only,
Limited Access, Insider, Special

Usage: "Get exclusive access to our private community"

Value Words

Free, Bonus, Extra, Save, Discount, Deal, Bargain, Gift, Complimentary,
Included, No Cost, On Us

Usage: "Get 3 bonus templates - included free"

Copywriting Checklist

Headlines

• States clear benefit or outcome?
• Specific vs vague (numbers, timeframes)?
• Uses customer language, not jargon?
• Creates curiosity or urgency?
• 6-12 words (readable at glance)?

Body Copy

• Benefits before features?
• Uses "you" more than "we"?
• Tells a story or paints picture?
• Scannable (bullets, short paragraphs)?
• Addresses objections?
• Ends with clear next step?

CTAs

• Action verb (Get, Start, Download)?
• States what user receives?
• Reduces friction if needed?
• Creates urgency without manipulation?
• Consistent throughout page?

Microcopy

• Form labels clear and helpful?
• Error messages explain how to fix?
• Empty states motivate action?
• Loading states set expectations?
• Success messages celebrate?

Overall

• Consistent voice and tone?
• No spelling/grammar errors?
• No jargon or acronyms (unless audience knows)?
• Passes "drunk test" (can understand when impaired)?
• Passes "F-pattern test" (scannable)?

Anti-Patterns to Avoid

❌ Feature Dumping

"Our platform features real-time collaboration,
advanced analytics, automated workflows, AI-powered
insights, and unlimited integrations."

✅ Benefit-Driven

"See what your team is working on in real-time.
Spot bottlenecks before they become problems.
Automate the busywork so you can focus on strategy."

❌ Passive Voice

"Projects can be created by users to organize work."

✅ Active Voice

"Create projects to organize your work."

❌ Jargon & Buzzwords

"Synergize your enterprise workflow ecosystem
with our best-in-class, next-generation solution."

✅ Plain Language

"Connect your tools so work flows seamlessly."

❌ Vague Claims

"The best project management tool."
"Increase productivity."

✅ Specific Claims

"Save 10 hours per week on project updates."
"Ship features 2x faster."

Output Format

## Copywriting Review

### Headlines
**Original**: [current headline]
**Revised**: [new headline using PAS/AIDA/BAB framework]
**Framework Used**: PAS (Problem-Agitate-Solve)
**Rationale**: [why this works better]

### Body Copy
**Changes Made**:
- Converted features to benefits (3 instances)
- Added customer language ("bogged down" instead of "inefficient")
- Made scannable with bullets and short paragraphs
- Added specific outcome ("save 10 hours/week")

**Before/After Examples**:
[Feature-first copy] → [Benefit-driven copy]

### CTAs
- Primary CTA: "Start Free Trial - No Credit Card Required"
- Secondary CTA: "See How It Works"
- Form CTA: "Get My Custom Quote"

### Microcopy Added
- Form labels now explain why we ask
- Error messages guide users to solutions
- Empty states motivate first action
- Success messages celebrate wins

### Power Words Used
- Urgency: "Now", "Today", "Limited"
- Trust: "Proven", "Guaranteed", "Secure"
- Value: "Free", "Bonus", "Included"

### Files Modified
- `[filepath]` - Landing page headlines
- `[filepath]` - Feature section copy
- `[filepath]` - CTA button copy
- `[filepath]` - Form microcopy

Integration with Other Skills

• /conversion-audit - Use this to fix copy issues identified
• /cta-optimizer - Combine with CTA design improvements
• /social-proof - Write compelling testimonial copy
• /enhance-project - Add to existing projects for better messaging

Notes

• Read copy out loud - if it sounds awkward, rewrite it
• Use Hemingway app to check readability (aim for grade 8 or lower)
• Test headlines with real users when possible
• Benefits answer "what's in it for me?" - features don't
• One idea per sentence, one topic per paragraph
• Microcopy is often overlooked but hugely impacts UX
• Avoid superlatives without proof ("best", "fastest" need data)