# Copywriting Guide

> Write conversion-focused copy using proven frameworks (PAS, AIDA, BAB). Includes headline formulas, power words, microcopy patterns, and benefit-driven messaging.

- Skill: `majiayu000/copywriting-guide` (Agent Skill, multi-file: 2 files)
- Install (CLI): `npx skillmds add majiayu000/copywriting-guide`
- Raw SKILL.md: https://api.skillmd.com/api/skills/majiayu000/copywriting-guide/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: majiayu000 (https://skillmd.com/u/majiayu000)
- Updated: 2026-09-09
- Page: https://skillmd.com/skills/majiayu000/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**:
```markdown
❌ "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**:
```markdown
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**:
```markdown
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:**

| ❌ Feature-First | ✅ Benefit-First |
|------------------|------------------|
| "Real-time collaboration" | "See changes instantly - no more version conflicts" |
| "256-bit encryption" | "Your data stays private, even from us" |
| "Automated workflows" | "Stop doing repetitive tasks - focus on what matters" |
| "Mobile app" | "Check critical updates from anywhere, anytime" |
| "AI-powered" | "Get instant answers - no more digging through docs" |

**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

```markdown
❌ 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

```markdown
❌ 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

```markdown
❌ 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

```markdown
❌ 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

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

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

### Success Messages

```markdown
❌ 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

```markdown
❌ 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

```markdown
## 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)