-----|-----------|----------|
| 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---5-----|-----------|----------|6| **PAS** | Problem → Agitation → Solution | Direct-response; sales pages; landing pages |7| **AIDA** | Attention → Interest → Desire → Action | Story-driven; ads; emails; editorials |8| **BAB** | Before (problem) → After (outcome) → Bridge (how) | Transformation; testimonials; case studies |9| **FAB** | Features → Advantages → Benefits | Product pages; feature lists |10| **4 U's** | Useful, Urgent, Unique, Ultra-specific | Headlines; subject lines |1112### PAS (Problem, Agitation, Solution)1314- **Problem**: Identify the reader's pain point clearly15- **Agitation**: Intensify the emotional impact; make the problem feel urgent16- **Solution**: Present your product/service as the answer1718### AIDA (Attention, Interest, Desire, Action)1920- **Attention**: Grab with a powerful headline or opening21- **Interest**: Build engagement through facts, storytelling, or emotional appeals22- **Desire**: Highlight benefits and how the product solves problems23- **Action**: Include a clear call-to-action2425### BAB (Before, After, Bridge)2627- **Before**: Current problem state28- **After**: Desired outcome29- **Bridge**: How your solution bridges the gap3031## Headline Formulas3233| Formula | Example |34|---------|---------|35| **How to [outcome]** | "How to Double Your Conversions in 30 Days" |36| **[Number] Ways to [benefit]** | "7 Ways to Reduce Churn Without Hiring" |37| **[Who] + [benefit]** | "For Marketers Who Want to Ship Faster" |38| **[Problem]? Here's [solution]** | "Struggling with SEO? Here's the Fix" |39| **[Before] → [After]** | "From 0 to 10K Users in 90 Days" |40| **The [adjective] [noun] for [audience]** | "The Ultimate Guide for SaaS Founders" |4142**Rules**: Front-load keywords; keep under 60 chars for SERP; avoid clickbait; match ad-to-page alignment.4344**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.4546## Copy by Context4748| Context | Focus | Skills |49|---------|-------|--------|50| **Ad copy** | Hook, benefit, CTA; platform limits | paid-ads-strategy, google-ads, meta-ads |51| **Landing page** | Headline, value prop, CTA; above fold | landing-page-generator, hero-generator |52| **Email** | Subject line, preview, body, CTA | email-marketing |53| **CTA** | Value-focused; action verb; avoid "Submit" | cta-generator |54| **Article / blog** | Headline formulas, CTA copy; body → **article-content** | article-content, article-page-generator |5556## Ad copy vs Landing page copy5758| Element | Ad | Landing Page |59|---------|-----|--------------|60| **Promise** | Must match page headline | Same promise; expand on it |61| **Length** | Concise; platform limits | Enough to explain value |62| **CTA** | Click-through; "Learn More" | Conversion; "Start Free Trial" |6364**Avoid**: Ad promise not visible on page; mismatch increases bounce.6566## CTA Copy Best Practices6768- **Value-focused**: "Start Free Trial" not "Submit"69- **Action verb**: "Get," "Try," "Download," "Join"70- **Specific**: "Get Your Free Audit" not "Click Here"71- **A/B test**: Color, copy, placement, size7273## Output Format7475- **Framework** (PAS, AIDA, BAB) recommendation76- **Headline** options (2–3 variants)77- **Body** copy structure78- **CTA** copy options79- **A/B test** suggestions (if applicable)8081## Related Skills8283- **article-content**: Article body creation; applies PAS, AIDA, BAB to long-form; headline formulas for article titles84- **landing-page-generator**: Landing page copy and structure85- **hero-generator**: Hero headline, subheadline, CTA86- **cta-generator**: CTA design and copy87- **paid-ads-strategy**: Ad copy frameworks (PAS, BAB, Social Proof)88- **email-marketing**: Email subject lines, body copy89- **branding**: Brand voice, tone consistency
mkurman