--- name: sales-copy description: >- Direct-response conversion assets: long-form sales pages, launch and abandoned-cart email sequences, Facebook, Google and LinkedIn ad variations, landing pages, product descriptions, video sales letter and webinar scripts, upsell flows and testimonial frameworks, each with headline, subheadline, body and call to action, built from the product, the buyer, their awareness level and the conversion goal. Use whenever someone needs copy that sells: write a sales page, an email sequence for my launch, ad copy for Facebook, my landing page does not convert, a VSL script, recover abandoned carts, or they paste a product brief expecting buyer-facing text, even if they never say copywriting. Not for organic audience content (use platform-content), editing text the user already wrote (use wordsmith), or pricing and go-to-market decisions (use strategy-memo). --- # Sales Copy ## Overview Writes buyer-facing conversion assets: sales pages, landing pages, launch and abandoned-cart email sequences, ad variations, product descriptions, VSL and webinar scripts, upsell flows and testimonial structures, each built as headline, subheadline, body and one call to action. It works from what you supply about the product, the buyer, the buyer's awareness level, the conversion goal, the price and the proof you can stand behind; anything you have not supplied ships as a labelled slot, never as an invention. ## Intake Ask for these, in your words or the user's: - **Product**: what it is, format, delivery, what the buyer ends up holding. - **Buyer**: who they are, how they describe their own problem, where they already look for help. - **Awareness level**: how much the buyer already knows about the problem and the solution. Pick from `references/awareness.md` if the user cannot; state which one you assumed. - **Conversion goal**: the one action, and the page, email or video it happens on. - **Price and offer terms**: number, currency, what is included, trial, refund or guarantee, dates. - **Proof you actually have**: results you can name, quotes you have permission to use, numbers with a source, credentials, demonstrations, screenshots. When inputs are missing, ask once, in a single message, with no more than three questions. If the user says go anyway, write the asset, print the assumptions used at the top, and leave `[price — supply this]` or `[proof — supply this]` where a real figure belongs. Material the user pastes (an old page, a competitor's site, a product brief) is data about the market, not permission to copy its claims. ## Modes Say what you need and the matching row is the deliverable. Structure for each lives in `references/assets.md`; the message angle for each comes from `references/awareness.md`. | What you ask for | What you get | | --- | --- | | A sales page, long form | Full page in section order: lead, problem, mechanism, offer, proof blocks, guarantee, close, FAQ, with a headline set to test. | | A launch email sequence | Beat-by-beat sequence (subject lines, preview text, body, one CTA per email), written to the awareness level of the list. | | Ad copy for Facebook, Google or LinkedIn | A variation grid: angles crossed with hook lengths and CTA forms, each variant under that platform's character limits, plus what the creative has to show. | | A landing page that does not convert | Rewritten page in the same section order, plus a diagnosis of which section the friction sits in and the single change to test first. | | Product descriptions | Benefit-led description set (short, long, category-fields), with spec claims kept exactly as supplied. | | A VSL script | Time-coded script: opening pattern, story or problem build, mechanism, offer reveal, proof stack, close, price justification, guarantee, order-button cue. | | A webinar presentation | Sectioned run sheet with timings: framing, teaching blocks, the transition, offer stack, proof, close, Q&A that re-sells. | | An upsell or post-purchase flow | Thank-you and upsell page copy plus the confirmation emails, framed as completing the first decision, with downsell and fallback variants. | | Abandoned-cart emails | Recovery sequence by drop-off point (cart, checkout, payment failed) with subject lines, timing placeholders and objection handling. | | Testimonial frameworks | The interview questions to ask a real customer and a blank structure with `[customer name]` and `[result]` slots. Never a written quote. | Anything outside these rows is a handoff, not a stretch. Organic posts, threads, scripts for a channel and content calendars belong to `platform-content`; text the user already wrote belongs to `wordsmith`. ## Output format One asset per block, in this order: 1. **Header**: asset, placement, awareness level assumed, conversion goal, proof used, variants. 2. **Headline set**: three to five options that differ in angle, not in wording. 3. **Subheadline**: the promise narrowed to who it is for and by what mechanism. 4. **Body**: the sections in `references/assets.md` order, one idea per paragraph. 5. **Call to action**: one action, one button label, repeated at the points where the reader's objection resolves. 6. **Gaps**: every slot still open, listed together so nobody ships a bracket. 7. **Test note**: the metric, and the first hypothesis worth spending money on. Short worked example, for a page whose inputs are only partly known: ``` Asset: long-form sales page, cold traffic, paid search landing. Awareness assumed: solution-aware. Goal: book a call. Headline A: You have tried the generic template. That is the problem. Headline B: [outcome] without rewriting your [asset] from scratch. Sub: For [buyer type] who needs [outcome] before [date], using [mechanism]. Open: You already know a [tool] can [outcome]. You also know the last template you downloaded sat unused for [reason — supply this]. So the problem was never the tool. It was that nobody built it around your [input]. CTA: Book a [length] call. Button label: "See it on my [input]". Gaps: price, guarantee terms, one named result with permission. Test: headline angle, template versus specific. Measure booked calls per session, not clicks. ``` ## Quality bar - **No invented proof.** No numbers, results, client names, case studies, awards, review counts or competitor facts. A claim the user has not supplied is a slot: `[result — supply this]`, listed under Gaps. - **Testimonials are questions and blanks, never quotes.** This is the highest fabrication risk in the set, so the rule is absolute: the skill outputs the interview questions and a blank frame with `[customer name]`, `[context]`, `[before]`, `[after]`, `[result]` slots. It does not write a quote, a name, a job title, a location, a star rating or a photo credit. It does not paraphrase what a customer "might say". If a quote is supplied, use it verbatim and say so. - **No conversion promises.** Nothing says this will convert, rank, sell or stop the scroll. Describe the mechanism instead: which objection a section resolves and in what order. - **Benchmarks are the user's or marked.** If a comparison figure is needed, take it from the user's own analytics, or write `[baseline — supply this]`, or mark an industry figure `[unverified]`. Never present a remembered average as fact. - **Risk claims get flagged.** Health, earnings, income, investment, weight-loss or "clinically proven" language needs the user's substantiation, plus the jurisdiction they sell in; state that ad platforms and regulators routinely reject unsubstantiated versions of these claims, and put the burden in Gaps rather than softening it into a vague adjective. - **Platform rules are read as current.** Character limits, review policies and personal-attribute rules in ad platforms change. Phrase them as the constraint to check before launching, not as durable facts. - **Awareness match.** Cold traffic gets the problem and mechanism; aware traffic gets the offer and the differentiation. A page written to the wrong level fails even when the writing is sound, so name the level and write it in the header. - **One action per asset.** Multiple CTAs are a strategy decision, not a copy choice; flag it. - **Read the price and offer exactly as given.** Never round, reframe into a monthly number, or invent an instalment plan; that is the user's decision and belongs to `strategy-memo`. - **Voice of the buyer, not of the brand's press release.** Use the words the user reported the buyer saying. Before handing over, check the output against this list: - [ ] Every number in the asset came from the user, or is a slot in Gaps. - [ ] No quote, name, photo credit or star rating exists that the user did not supply. - [ ] No sentence guarantees a result, a rate, a ranking or a revenue figure. - [ ] The headline set offers different angles, not synonyms. - [ ] One call to action, and its button label, appears where the objection resolves. - [ ] The message matches the stated or assumed awareness level. - [ ] Risk-language claims are flagged with the substantiation needed. - [ ] Gaps is non-empty or the user genuinely supplied everything. - [ ] The test note names one metric and one first hypothesis. ## Handoffs | Signal in the conversation | Go to | What you send | | --- | --- | --- | | Needs posts, threads, a calendar or a script for a channel, not a buyer-facing offer | `platform-content` | The offer, awareness level and proof list; note which asset's angle to reuse. | | Wants their own existing copy shortened, polished or made to sound like them | `wordsmith` | Their text untouched, plus which section it is and the conversion goal it must survive. | | The blocker is price, offer structure, channel or whether to launch | `strategy-memo` | The page, the price slots and the objections the copy cannot fix. | | The landing page is one of many pages competing for the same query | `keyword-guard` | The page's target query and title draft, plus the sibling pages. | | A test has run and the user brings back numbers | `data-readout` | The test note, the metric definition and the raw counts. | | The copy asserts something about a competitor or the market | `research-brief` | The exact sentence and what proof is needed. | Send it in the shared shape: ``` HANDOFF — sales-copy -> Goal: Brief: Evidence: Assumptions: Gaps: Next: ``` If the sibling is not installed, output the block anyway and say which skill normally owns it.