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At a glance
What it is
Expert copywriting using AIDA formula, PAS framework, headline formulas, landing page copy structure, email copy, product descriptions, CTA optimization, voice and tone consistency, A/B testing, and storytelling in marketing.
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SKILL.md
535 lines · 2,552 words
Gather requirements. Ask the user clarifying questions about their specific context, goals, constraints, and experience level.
Analyze the situation. Review the information provided and identify key factors, challenges, and opportunities relevant to copywriter.
Expert copywriting using AIDA formula, PAS framework, headline formulas, landing page copy structure, email copy, product descriptions, CTA optimization, voice and tone consistency, A/B testing, and storytelling in marketing.
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Step 1
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“Create a bot that uses the Copywriter skill, and show me the plan first.”
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Step 3
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Step 4
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What it teaches a bot, what it covers, and the whole file to read.
What it covers
When to Use
Process
Questions to Ask the User First
Core Copywriting Frameworks
Step 1: Headlines That Convert
Step 2: Landing Page Copy Structure
Step 3: Email Copywriting
Step 4: Product Descriptions
Step 5: Calls-to-Action (CTAs)
Step 6: Voice & Tone Guide
Step 7: A/B Testing Copy
Step 8: Storytelling in Marketing
Output Checklist
Output Format
Example
Edge Cases
Develop the framework. Create a structured approach tailored to the user's needs, incorporating best practices and domain-specific considerations.
Deliver actionable output. Present specific, implementable recommendations with clear rationale, timelines, and success criteria.
Address edge cases. Proactively identify potential issues, alternative approaches, and contingency plans.
Use this skill when:
User needs guidance on copywriter
User asks about copywriter best practices or techniques
User wants a structured approach to copywriter
Do NOT use this skill when:
A more specialized skill exists for the specific subtopic
The request is outside the scope of copywriter
What are you writing? (Landing page, email, ad, product description, sales page, website)
Who is your target audience? (Demographics, pain points, desires)
What action do you want the reader to take? (Buy, sign up, download, book a call)
What is the primary benefit of your product/service?
What is your brand voice? (Professional, casual, playful, authoritative, empathetic)
What are the top 3 objections your audience has?
Do you have customer testimonials or proof points?
What is your unique selling proposition (USP)?
What is the competitive alternative? (What they do instead of buying from you)
What is the emotional transformation? (How does the customer feel before vs. after?)
AIDA: ATTENTION - INTEREST - DESIRE - ACTION
ATTENTION (Stop the scroll / open the email / read the headline):
Techniques:
- Ask a provocative question
- State a bold claim
- Use a surprising statistic
- Call out the audience directly
- Create curiosity
Template: "{{Number}}% of {{audience}} {{surprising_fact}} -- here is why."
Template: "What if you could {{desirable_outcome}} without {{common_pain}}?"
INTEREST (Hold their attention with relevance):
Techniques:
- Describe the problem they are experiencing
- Show empathy and understanding
- Present new information or a unique perspective
- Tell a relatable story
Template: "If you have ever {{relatable_experience}}, you know how
frustrating it can be to {{pain_point}}. You are not alone -- {{statistic}}."
DESIRE (Make them want what you have):
Techniques:
- Paint a picture of the transformed life / outcome
- Provide social proof (testimonials, case studies, numbers)
- Highlight benefits (not features)
- Use sensory language and specifics
- Address objections proactively
Template: "Imagine {{desired_state}}. That is exactly what {{product}}
delivers. {{Customer_name}} saw {{specific_result}} within {{timeframe}}."
ACTION (Tell them exactly what to do):
Techniques:
- Clear, specific CTA
- Create urgency or scarcity (if genuine)
- Reduce risk (guarantee, free trial)
- Make the next step easy
Template: "Start your free 14-day trial today. No credit card required.
{{CTA_button_text}}"PAS: PROBLEM - AGITATION - SOLUTION
PROBLEM (Name the pain):
"{{Audience}}, are you struggling with {{problem}}?"
"Every day, {{audience}} waste {{time/money}} on {{problem}}."
AGITATION (Twist the knife -- make the pain vivid):
"And the worst part? {{Consequence_of_inaction}}.
While {{negative_comparison}}, you are stuck {{painful_situation}}.
If you do not fix this, {{future_consequence}}."
SOLUTION (Present your offering as the answer):
"That is why we built {{product}} -- the {{category}} that
{{primary_benefit}}. With {{product}}, you can finally
{{desirable_outcome}} without {{sacrifice}}."
PAS is ideal for:
- Email subject lines and opening paragraphs
- Social media ads
- Sales page introductions
- Short-form copy where you need to hook fastBAB: BEFORE - AFTER - BRIDGE
BEFORE (Current painful state):
"Right now, you {{current_painful_reality}}.
You spend {{time}} on {{task}} and still {{unsatisfying_result}}."
AFTER (Desired future state):
"Imagine if instead, you could {{desired_outcome}}.
{{Specific_benefit_1}}. {{Specific_benefit_2}}.
All without {{sacrifice_or_hassle}}."
BRIDGE (How to get there -- your product):
"{{Product}} is the bridge. Here is how it works:
Step 1: {{simple_step}}
Step 2: {{simple_step}}
Step 3: {{enjoy_result}}
{{CTA}}"4Ps: PROMISE - PICTURE - PROOF - PUSH
PROMISE: Start with a bold, specific promise.
"{{Product}} will help you {{specific_outcome}} in {{timeframe}}."
PICTURE: Paint a vivid picture of life after the promise is fulfilled.
"Imagine waking up to {{desirable_scenario}}..."
PROOF: Back up the promise with evidence.
"Don't just take our word for it: {{testimonial/statistic/case_study}}"
PUSH: Drive action with urgency and a clear CTA.
"Get started today for {{offer}}. {{Scarcity_element}}. {{CTA_button}}"PROVEN HEADLINE FORMULAS
NUMBER + ADJECTIVE + NOUN + PROMISE:
"7 Simple Strategies to Double Your Email Open Rates"
"5 Proven Ways to {{desirable_outcome}} Without {{sacrifice}}"
HOW TO:
"How to {{achieve_goal}} (Even If {{common_objection}})"
"How to {{achieve_goal}} in {{timeframe}} Without {{pain}}"
QUESTION:
"Are You Making These {{number}} {{topic}} Mistakes?"
"What Would You Do With {{desirable_outcome}}?"
CURIOSITY GAP:
"The {{topic}} Secret That {{impressive_claim}}"
"Why {{counterintuitive_statement}} (And What to Do Instead)"
DIRECT BENEFIT:
"Get {{benefit}} in {{timeframe}} -- Guaranteed"
"The Fastest Way to {{achieve_goal}}"
NEGATIVE / FEAR:
"Stop {{common_mistake}} Before It {{consequence}}"
"{{Number}} {{topic}} Mistakes That Are Costing You {{loss}}"
SOCIAL PROOF:
"Why {{number}} {{audience}} Switched to {{product}}"
"Join {{number}} {{audience}} Who Already {{achieved_outcome}}"
HEADLINE TESTING CHECKLIST:
- [ ] Is it specific? (Numbers, timeframes, results)
- [ ] Does it promise a benefit?
- [ ] Does it create curiosity?
- [ ] Is it believable?
- [ ] Does it speak to the target audience?
- [ ] Is it under 10 words? (Shorter = stronger, usually)
- [ ] Would YOU click on it?LANDING PAGE COPY TEMPLATE
SECTION 1: ABOVE THE FOLD
Headline: {{primary_benefit_headline}}
Subheadline: {{supporting_detail_or_objection_handler}}
Hero image/video: {{product_in_context_or_result}}
Primary CTA: {{action_button_text}}
Social proof: "Trusted by {{number}}+ {{audience}}" or logos
SECTION 2: PROBLEM STATEMENT
"If you {{identify_with_audience}}, you know that {{problem}}."
{{Expand_on_the_pain_with_specifics}}
"There has to be a better way."
SECTION 3: SOLUTION INTRODUCTION
"Introducing {{product}} -- {{one_line_description}}."
{{2-3_sentences_on_how_it_works}}
{{Product_screenshot_or_demo_GIF}}
SECTION 4: BENEFITS (NOT features)
Benefit 1: {{Outcome-focused statement}}
{{Supporting detail or mini-testimonial}}
Benefit 2: {{Outcome-focused statement}}
{{Supporting detail}}
Benefit 3: {{Outcome-focused statement}}
{{Supporting detail}}
RULE: Every feature gets translated to a benefit.
Feature: "AI-powered analytics"
Benefit: "See exactly where your money is going -- in seconds, not hours."
SECTION 5: SOCIAL PROOF
Option A: Customer testimonials (with name, photo, company)
Option B: Case study snippet (specific result + customer quote)
Option C: Logos of notable customers
Option D: Aggregate proof ("50,000+ teams trust us")
Option E: Review scores (G2, Trustpilot, etc.)
SECTION 6: HOW IT WORKS
Step 1: {{Simple_action}} -- {{What_happens}}
Step 2: {{Simple_action}} -- {{What_happens}}
Step 3: {{Simple_action}} -- {{Enjoy_result}}
SECTION 7: OBJECTION HANDLING
FAQ format:
Q: "What if {{common_objection_1}}?"
A: "{{Direct, reassuring answer}}"
Q: "Is this right for {{my_situation}}?"
A: "{{Qualifying answer}}"
Q: "What about {{competitor}}?"
A: "{{Differentiation without negativity}}"
SECTION 8: FINAL CTA
Headline: "Ready to {{outcome}}?"
{{Restate the primary benefit}}
{{Risk reducer: money-back guarantee, free trial, no commitment}}
CTA Button: {{Action-oriented text}}
Subtext: "No credit card required. Cancel anytime."EMAIL COPY FRAMEWORK
SUBJECT LINE FORMULAS:
Curiosity: "The one thing about {{topic}} nobody talks about"
Benefit: "Get {{benefit}} in {{timeframe}}"
Urgency: "Last chance: {{offer}} expires tonight"
Personal: "{{Name}}, I noticed you {{action}}"
Question: "Are you still {{pain_point}}?"
Social proof: "How {{person}} {{achieved_result}}"
List: "{{Number}} ways to {{achieve_outcome}} this week"
SUBJECT LINE RULES:
- [ ] Under 50 characters (mobile-optimized)
- [ ] No spam trigger words (FREE!!!, URGENT, Act now)
- [ ] Preview text complements (not repeats) subject line
- [ ] Personalized when possible
- [ ] Creates reason to open NOW
EMAIL BODY STRUCTURE:
Line 1: Personal hook (connect to the reader)
Para 1: Problem or context (2-3 sentences max)
Para 2: Your insight / story / value (the meat)
Para 3: How this helps them (bridge to CTA)
CTA: One clear action, prominent link or button
PS: Restate the CTA or add urgency (most-read line after subject)
EMAIL TYPES:
Welcome email: Introduce brand, set expectations, deliver promised value
Newsletter: Curated value, not just company updates
Promotional: Clear offer, strong CTA, time-limited
Nurture: Build trust, educate, provide value without asking
Re-engagement: "We miss you" + incentive to return
Transactional: Clear information, on-brand, cross-sell opportunityPRODUCT DESCRIPTION TEMPLATE
HEADLINE: {{Product Name}} - {{Primary Benefit in 5-7 words}}
OPENING HOOK (1-2 sentences):
Address the desire or problem, NOT the product.
"Finally, {{desirable_outcome}} without {{sacrifice}}."
"Say goodbye to {{pain_point}} and hello to {{benefit}}."
BULLET BENEFITS (3-5):
Format: {{Benefit}} -- {{Feature that enables it}}
STORY/CONTEXT (2-3 sentences):
Why this product exists. What makes it different.
"We designed {{product}} after hearing from hundreds of {{audience}}
who were frustrated with {{existing_alternatives}}. After {{process}},
we created something that {{unique_value}}."
SPECIFICATIONS (if physical product):
Material: {{}}
Dimensions: {{}}
Weight: {{}}
Includes: {{}}
Compatibility: {{}}
SOCIAL PROOF:
"Rated {{rating}}/5 by {{count}} customers"
"{{Customer_quote_about_specific_benefit}}" -- {{Name}}, {{Location}}
CTA:
"Add to Cart" / "Buy Now" / "Choose Your Size"
{{Urgency if applicable: "Only {{count}} left in stock"}}
{{Risk reducer: "Free returns within 30 days"}}CTA OPTIMIZATION GUIDE
CTA FORMULA: Action Verb + Value + Urgency (optional)
STRONG CTAs:
"Start my free trial" (first person = higher conversion)
"Get instant access"
"Download the guide"
"Book my demo"
"Claim your discount"
"Join 50,000+ marketers"
WEAK CTAs (avoid):
"Submit"
"Click here"
"Learn more" (acceptable for awareness, poor for conversion)
"Buy now" (can work, but often too aggressive for cold traffic)
CTA PLACEMENT RULES:
- [ ] Above the fold on landing pages
- [ ] After each major benefit section
- [ ] At the bottom of the page
- [ ] In navigation/sticky header (for key conversion pages)
- [ ] One primary CTA per page (avoid competing CTAs)
CTA DESIGN RULES:
- [ ] Button (not just a text link) for primary actions
- [ ] Contrasting color from page background
- [ ] Large enough to tap on mobile (44px minimum height)
- [ ] White space around the button
- [ ] Subtext under button reduces risk ("No credit card required")
CTA A/B TEST IDEAS:
1. First person vs. second person ("Start my trial" vs "Start your trial")
2. Button color (test 2-3 options)
3. Button text (benefit-focused vs action-focused)
4. With vs without subtext/risk reducer
5. Single CTA vs repeated CTABRAND VOICE DEFINITION
VOICE (consistent, always):
Our voice is: {{adjective_1}}, {{adjective_2}}, {{adjective_3}}
Our voice is NOT: {{anti_adjective_1}}, {{anti_adjective_2}}
TONE (varies by context):
Blog posts: {{conversational / educational / inspiring}}
Email: {{personal / direct / warm}}
Social media: {{casual / playful / engaging}}
Sales pages: {{persuasive / confident / empathetic}}
Support: {{helpful / patient / clear}}
Error messages: {{apologetic / clear / solution-oriented}}
WRITING RULES:
Sentence length: {{short/medium/mixed}} (recommended: vary, average 15-20 words)
Paragraph length: {{2-4 sentences max for web}}
Reading level: {{grade_level}} (target: 6th-8th grade for mass market)
Jargon: {{avoid / use sparingly / industry-appropriate}}
Contractions: {{yes/no}} (use for casual, avoid for formal)
First person: {{we / I / avoid}}
Addressing reader: {{you / your / the reader}}
VOCABULARY:
Words we use: {{list_of_preferred_terms}}
Words we avoid: {{list_of_banned_terms}}COPY A/B TESTING FRAMEWORK
WHAT TO TEST (in priority order):
1. Headlines (biggest impact on conversion)
2. CTAs (button text and placement)
3. Subject lines (for email)
4. Value proposition statements
5. Social proof placement and format
6. Body copy length (long vs short)
7. Tone (formal vs casual)
8. Feature emphasis (which benefit to lead with)
TEST SETUP:
Element being tested: {{element}}
Control (A): "{{current_copy}}"
Variant (B): "{{new_copy}}"
Hypothesis: Variant B will {{increase/decrease}} {{metric}} because
{{rationale}}.
Traffic split: 50/50
Sample size needed: {{calculate_with_stat_sig_calculator}}
Test duration: {{days}} (minimum 7 days, full business cycle)
Primary metric: {{conversion_rate / CTR / open_rate}}
Guardrail metric: {{bounce_rate / unsubscribe_rate}}
RESULTS:
Control: {{metric_value}}
Variant: {{metric_value}}
Lift: {{pct}}%
Statistically significant: {{yes/no}} (95% confidence)
Decision: {{implement / discard / iterate}}
TESTING RULES:
- Test one element at a time
- Let tests run to statistical significance (no peeking)
- Document every test result for institutional knowledge
- Winners become the new control
- Test continuously (there is always room to improve)STORYTELLING FRAMEWORK
STORY STRUCTURE FOR MARKETING:
THE HERO'S JOURNEY (adapted for marketing):
1. The Hero: Your customer (not your company)
2. The Problem: The challenge they face
3. The Guide: Your brand (you are the mentor, not the hero)
4. The Plan: How your product/service helps
5. The Call to Action: What they need to do
6. The Transformation: Life after using your solution
7. The Stakes: What happens if they do nothing
CUSTOMER STORY TEMPLATE:
"Meet {{customer_name}}, a {{role}} at {{company}}.
Like many {{audience}}, they were struggling with {{problem}}.
They tried {{alternatives}}, but {{why_those_failed}}.
Then they discovered {{your_product}}.
Within {{timeframe}}, they saw {{specific_result}}.
Today, {{customer_name}} {{ongoing_benefit}}.
'{{Direct_quote_from_customer}}'"
STORYTELLING RULES:
1. Make the customer the hero, your brand the guide
2. Be specific (numbers, names, timeframes)
3. Include conflict and resolution
4. Show transformation (before and after)
5. Use dialogue and direct quotes
6. Keep it concise (every sentence earns its place)
7. End with a lesson or CTA that connects to the readerCopy uses an appropriate framework for the format (AIDA, PAS, BAB)
Headlines are specific, benefit-driven, and tested
Landing page follows proven structure with all key sections
Benefits are emphasized over features throughout
CTAs are clear, action-oriented, and strategically placed
Voice and tone are consistent with brand guidelines
Social proof is included and specific
Objections are addressed proactively
Copy is scannable (short paragraphs, bullets, subheadings)
Reading level is appropriate for the target audience
Deliver the response as a structured document with clear headings and actionable content. Use tables for comparisons, numbered lists for sequential steps, and bullet points for options. Include specific examples where applicable.
[Copywriter deliverable]
1. Context and objectives
2. Analysis or framework
3. Specific recommendations with rationale
4. Action items with timelineInput: "Help me with copywriter for a mid-size project."
Output: A complete copywriter framework tailored to the specific context, with actionable steps, relevant considerations, and measurable outcomes.
Incomplete information: Ask clarifying questions before proceeding rather than making assumptions
Conflicting requirements: Identify trade-offs explicitly and present options with pros and cons
Scale mismatch: Adapt recommendations to match the user's context (individual vs. team vs. organization)
Domain crossover: When the request overlaps with other skill domains, address what falls within scope and reference specialized skills for the rest
SKILL.md
535 lines · 2,552 words
The text of SKILL.md is shown as it downloads, under the Apache-2.0 license, by Ferrox Labs. The license is the one in the file's own frontmatter.
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