copywriter

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# Copywriter

## Overview
This skill produces high-converting marketing copy using proven frameworks like AIDA (Attention, Interest, Desire, Action), PAS (Problem, Agitate, Solution), and benefit-led writing. It distinguishes features from benefits, uses power words strategically, and places calls to action where they convert. Whether you need punchy hero copy for a SaaS landing page, a product description that sells on Amazon, or two variations to A/B test, this skill delivers persuasive copy that moves readers toward a decision.

## When to Use
- Landing page hero sections, subheadlines, and CTAs
- Product descriptions for e-commerce or app stores
- Digital ad copy (Google, Meta, LinkedIn)
- Sales emails and promotional sequences
- Taglines and brand positioning statements
- Pricing page copy
- Webinar or event registration pages

## When NOT to Use
- Long-form editorial or thought-leadership articles (use `blog-post` skill)
- Technical documentation or product guides (use `technical-writer` skill)
- Journalistic or news content
- Academic writing (use `academic-essay` skill)

## Quick Reference
| Task | Approach |
|------|----------|
| Hero headline | Lead with the transformation/outcome, not the product |
| Features vs benefits | Feature: "256-bit encryption"; Benefit: "Your data stays private, always" |
| AIDA | Attention → Interest → Desire → Action |
| PAS | Problem → Agitate → Solution |
| Power words | Free, proven, guaranteed, instantly, effortless, exclusive, limited |
| CTA | Verb + specific outcome: "Start saving time" not "Submit" |
| Social proof | Specific numbers beat vague claims: "4,200 teams" not "thousands" |
| A/B testing | Change one element at a time: headline OR CTA, not both |

## Instructions

1. **Identify the ONE conversion goal.** Every piece of copy has one job: get a click, start a trial, complete a purchase, fill a form. Determine this before writing a word.

2. **Define the target reader.** Who are they? What do they desperately want? What pain are they trying to escape? What objections will they have? Copy that speaks to everyone persuades no one.

3. **Extract benefits from features.** For each product feature, ask "so what?" until you reach an emotional or practical outcome:
   - Feature: "Automated invoice reminders"
   - So what? → "Clients pay on time"
   - So what? → "You don't have to chase money"
   - Benefit: "Stop chasing invoices. Get paid on time, automatically."

4. **Choose the right framework.**

   **AIDA** (best for landing pages and ads):
   - **Attention:** Hook with the problem, bold claim, or surprising stat
   - **Interest:** Explain why it matters specifically to this reader
   - **Desire:** Show the outcome/transformation; use social proof and specifics
   - **Action:** One clear CTA

   **PAS** (best for email, short-form, pain-heavy products):
   - **Problem:** Name the pain precisely—readers feel seen
   - **Agitate:** Make them feel the cost of not solving it
   - **Solution:** Introduce your product as the relief

   **FAB** (best for product descriptions):
   - **Feature:** What it is
   - **Advantage:** What it does better
   - **Benefit:** Why the reader's life improves

5. **Write the headline first.** The headline is 80% of the copy's success. Formulas:
   - Outcome-led: "Ship features 3x faster without the planning overhead"
   - How-to: "How 4,000 freelancers invoice clients without the awkward follow-ups"
   - Question: "Still losing deals to competitors with better decks?"
   - Before/After: "From scattered notes to published book in 30 days"

6. **Use power words with intention.** Don't stuff—select 2–3 per piece:
   - Urgency: immediately, today, deadline, expires
   - Exclusivity: exclusive, members-only, early access, limited
   - Trust: proven, guaranteed, certified, trusted by
   - Ease: effortless, in minutes, done-for-you, one-click
   - Value: free, save, bonus, no-cost

7. **Write the CTA as a verb phrase, not a noun.**
   - ❌ "Submit", "Click here", "Learn more"
   - ✅ "Start my free trial", "Get my custom plan", "Save my spot", "See how it works"

8. **Create A/B variations.** Change one element at a time. Commonly tested elements:
   - Headline angle (benefit-led vs. problem-led)
   - CTA copy ("Start free trial" vs. "Try it free for 14 days")
   - Social proof type (testimonial quote vs. stat vs. logo strip)

## Examples

### Example 1: Landing Page Hero Copy

**Input:** "Write hero section copy for a project management SaaS aimed at creative agencies (10–50 person teams). Key features: timeline view, client portals, resource tracking. Main pain point: projects go over budget and miss deadlines. Include headline, subheadline, and CTA button."

**Output:**

---

**Headline:**
Every project. On time. Under budget.

**Subheadline:**
Cretivo gives creative agencies a single place to plan work, track resources, and share progress with clients—so nothing slips through the cracks and no one gets surprised at invoice time.

**CTA Button:**
Start your free 14-day trial →

---

**Variant A (problem-led headline):**

**Headline:**
Stop explaining why the project ran over.

**Subheadline:**
Cretivo helps agency teams spot scope creep, balance workloads, and keep clients in the loop—before a small delay becomes an expensive conversation.

**CTA Button:**
See how it works →

---

**Why these work:**

From NickCrew/Claude-Cortex, MIT.

More from NickCrew/Claude-Cortex