# Copywriting Frameworks

> Proven copywriting frameworks for headlines, CTAs, landing pages, emails, and social posts.

- Skill: `nickgallick/copywriting-frameworks` (Agent Skill)
- Install (CLI): `npx skillmds add nickgallick/copywriting-frameworks`
- Raw SKILL.md: https://api.skillmd.com/api/skills/nickgallick/copywriting-frameworks/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Coding & Dev Tools
- Author: nickgallick (https://skillmd.com/u/nickgallick)
- Updated: 2026-09-08
- Page: https://skillmd.com/skills/nickgallick/copywriting-frameworks

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# Copywriting Frameworks

## Headlines

### AIDA (Attention → Interest → Desire → Action)
- **Attention**: Hook that stops the scroll
- **Interest**: Why should they care?
- **Desire**: What's in it for them?
- **Action**: What to do next

Example:
- A: "Your barber is losing 30% of bookings"
- I: "No-shows and phone tag are killing their revenue"
- D: "SlotSync fills their calendar automatically"
- A: "Try free for 14 days"

### PAS (Problem → Agitate → Solve)
- **Problem**: State the pain
- **Agitate**: Make it worse (show consequences)
- **Solve**: Present your solution

Example:
- P: "Managing appointments by phone is chaos"
- A: "Every missed call is a missed booking. Every no-show is lost revenue. Your competitors already have online booking."
- S: "SlotSync — online booking in 5 minutes. No phone needed."

### BAB (Before → After → Bridge)
- **Before**: Life without your product (pain)
- **After**: Life with your product (pleasure)
- **Bridge**: How to get there (your product)

### 4U Headlines
- **Useful**: What's the benefit?
- **Urgent**: Why now?
- **Unique**: What's different?
- **Ultra-specific**: Concrete numbers/details

### 4 Ps (Ray Edwards)
- **Problem**: State the problem
- **Promise**: What your solution promises
- **Proof**: Evidence it works
- **Proposal**: The offer/CTA

### QUEST
- **Qualify**: Who is this for?
- **Understand**: Show you get their situation
- **Educate**: Better way exists
- **Stimulate**: Make them want it
- **Transition**: Move them to action

## Landing Page Copy Structure
1. Hero headline (PAS or BAB — 6-12 words max)
2. Subheadline (expand on the value — 15-25 words)
3. Primary CTA (action-oriented — "Start free trial" not "Submit")
4. Social proof (logos, testimonials, stats — as close to hero as possible)
5. Features (3-4 key features, benefit-first language)
6. How it works (3 steps, simple)
7. More social proof (case study or detailed testimonial)
8. Pricing (if applicable — be transparent)
9. FAQ (overcome objections)
10. Final CTA (repeat the primary CTA)

## Hero Header Rules (Julian Shapiro)
- Must be fully descriptive of what you're selling
- Litmus test: If visitor reads ONLY the header, will they know what you sell?
- Bad: "Improve your workflow!" (slogan, not description)
- Good: "Groceries delivered in 1 hour. Say goodbye to traffic, parking, and long lines."
- Key insight: SPECIFICITY is step one to strong headers
- Purchase Rate = Desire - (Labor + Confusion)

## Header Writing Process
1. Identify value: What bad alternative exists without your product? How are you better?
2. Add a hook: Bold specific claim OR address key objection
3. Subheader: How it works + what makes claim believable (1-2 sentences max)

## CTA Writing Rules
- Start with a verb: "Start", "Get", "Try", "Build", "Create"
- Include the benefit: "Start saving time" not just "Start"
- Reduce friction: "No credit card required", "Free for 14 days"
- Create urgency (when genuine): "Limited spots", "Price increases Monday"
- Be specific: "Get your first booking in 5 minutes" beats "Get started"
- Should feel like natural continuation of hero narrative

## Email Copy
- Subject line: 6-10 words, curiosity or benefit-driven, no all-caps
- Preview text: extends the subject line hook
- Body: One idea per email. Short paragraphs. Personal tone.
- CTA: Single clear action. Button or link (not both).

## Social Post Formulas

### Twitter/X
- Hook (first line = headline): surprising stat, bold claim, or question
- Body: 2-3 short sentences expanding
- CTA: link or ask

### Reddit
- Provide value first (80%), pitch second (20%)
- Title: descriptive, not clickbait (Reddit hates clickbait)
- Body: story format — "I built X because Y. Here's what I learned."
- End with: "happy to answer questions" (invites engagement)

### ProductHunt
- Tagline: what it does in 6-8 words
- Description: problem → solution → key features → social proof
- First comment: founder story (why you built it, what's next)
- Maker comment on every response (shows engagement)

### Hacker News
- Title: factual, no marketing language (HN hates hype)
- Format: "Show HN: [Product] – [what it does in plain English]"
- Comment: technical details, architecture decisions, honest challenges
- Engage genuinely with feedback (especially criticism)

## Reference Docs
- repos/launch-docs/julian-shapiro-landing-pages.md
- repos/launch-docs/copyhackers-formulas.md

## Changelog
- 2026-03-20: Initial copywriting frameworks with Julian Shapiro + CopyHackers source material