copywriting

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# Content: Copywriting

Guides **short-form marketing copy**—ads, landing pages, email, CTAs. Copywriting frameworks (PAS, AIDA, BAB) provide structure for conversion-focused copy. For **article body content** (blog posts, guides, long-form), see **article-content**.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Project context:** Read root `contextus.md` when present and load only the modules relevant to this task. Without Contextus, use available project material or user-provided facts and ask for missing information; do not create a parallel context system.

Identify:
1. **Context**: Ad, landing page, email, CTA, or general
2. **Goal**: Awareness, consideration, conversion, retention
3. **Audience**: ICP, stage, pain points

## Copywriting Frameworks

| Framework | Structure | Best For |
|-----------|-----------|----------|
| **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

From kostja94/marketing-skills, MIT.

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