copywriting

Files (4)

• SKILL.md
• cta_optimizer.py · scripts/
• headline_scorer.py · scripts/
• page_copy_auditor.py · scripts/

SKILL.md (first lines)

# Copywriting

Conversion-focused marketing copy that is clear, compelling, and drives action across every page type.

---

## Table of Contents

- [Keywords](#keywords)
- [Quick Start](#quick-start)
- [Core Principles](#core-principles)
- [Copywriting Frameworks](#copywriting-frameworks)
- [Page Structure by Type](#page-structure-by-type)
- [Headline Formula Library](#headline-formula-library)
- [CTA Framework](#cta-framework)
- [Objection Handling in Copy](#objection-handling-in-copy)
- [Voice and Tone Calibration](#voice-and-tone-calibration)
- [Best Practices](#best-practices)
- [Integration Points](#integration-points)

---

## Keywords

copywriting, marketing copy, conversion copy, headline writing, CTA copy, landing page copy, homepage copy, pricing page copy, feature page copy, persuasive writing, value proposition, benefit-driven copy, sales copy, page copy, web copy, product copy, SaaS copy, PAS framework, AIDA framework, BAB framework, objection handling

---

## Clarify First

Before writing the copy, settle the inputs below. When one is missing or vague and would change the result, ask about it; when it wouldn't, use a sensible default and say which one you used.

- **Page type:** homepage, landing, pricing, feature, or product page (selects the page structure template).
- **Desired action / CTA goal:** the single action the page drives (write the CTA first; everything leads to it).
- **Target audience & awareness level:** who they are and what they know (selects the framework PAS/AIDA/BAB and CTA friction).
- **Core value prop / differentiator:** the one benefit to lead with (drives the headline and hero).

Ask about the two or three inputs that matter most for this request, not the whole list. If the user wants a result straight away, produce it and state your assumptions at the top.

## Quick Start

### Write Page Copy

1. Define the page purpose, target audience, and desired action
2. Select the appropriate page structure template
3. Write the headline using a formula from the library (generate 5 options)
4. Write each section following the structure framework
5. Add social proof, objection handling, and CTA
6. Review against the quality checklist

### Improve Existing Copy

1. Identify the page goal and target audience
2. Audit headline for specificity and benefit clarity
3. Check every feature for a corresponding benefit ("which means...")
4. Verify social proof is specific and attributed
5. Evaluate CTA for action orientation and friction level
6. Test: Would a first-time visitor understand the value in 5 seconds?

---

## Core Principles

### 1. Clarity Over Cleverness

If you have to choose between clear and creative, choose clear. A confused reader does not convert.

### 2. Benefits Over Features

Features describe what it does. Benefits describe what it means for the customer.

| Feature | Benefit |
|---------|---------|
| "Real-time analytics dashboard" | "See exactly what's working right now — no waiting for reports" |
| "AI-powered recommendations" | "Get suggestions that actually match your data, not generic advice" |
| "99.99% uptime SLA" | "Your customers never see a down page" |
| "SOC 2 Type II certified" | "Pass your enterprise security review without the 6-month scramble" |

### 3. Specificity Over Vagueness

- Vague: "Save time on your workflow"
- Specific: "Cut your weekly reporting from 4 hours to 15 minutes"
- Vague: "Trusted by thousands"
- Specific: "Used by 2,847 teams including Stripe, Notion, and Linear"

### 4. Customer Language Over Company Language

Mirror the words your customers use. Pull language from reviews, support tickets, sales calls, and interviews.

### 5. One Idea Per Section

Each section advances one argument. Build a logical flow down the page: problem > solution > proof > action.

### 6. Honest Over Sensational

Never fabricate statistics, testimonials, or claims. Exaggeration erodes trust. Specificity and honesty convert better than hype.

---

## Copywriting Frameworks

### PAS: Problem > Agitate > Solution

Best for: landing pages, email subject lines, ad copy, product pages

```
[Problem]: Name the pain in the reader's language
[Agitate]: Show what happens if they don't fix it
[Solution]: Introduce your product as the answer
```

Example:
> Your team spends 4 hours every week manually compiling reports. That is 200 hours a year — the equivalent of losing a full-time employee to spreadsheets. [Product] automates your reporting in 10 minutes. Set it once, get reports delivered every Monday morning.

### AIDA: Attention > Interest > Desire > Action

Best for: homepage, awareness campaigns, long-form sales pages

```
[Attention]: Bold statement or surprising claim

From borghei/Claude-Skills, MIT.

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