---
name: copywriting
version: 1.0.0
category: Marketing & Growth
domain: copywriting
author: Matt Warren
license: MIT
status: production
updated: 2026-02-07
activation_triggers:
  - "write copy"
  - "landing page copy"
  - "sales page"
  - "ad copy"
  - "headline"
  - "value proposition"
  - "write a tagline"
  - "marketing copy"
  - "product description"
  - "call to action"
tools: []
---

# Copywriting

Direct response copywriting for landing pages, ads, emails, and product descriptions using proven conversion frameworks.

## Purpose

Generate persuasive marketing copy that converts. This skill applies direct response frameworks (PAS, AIDA, BAB, 4Ps) rather than generic writing. It focuses on clarity, specificity, and reader action.

## Workflow

### Step 1: Gather Context

Before writing, collect:
- **Product/service:** What are you selling?
- **Target audience:** Who is the buyer? What do they care about?
- **Desired action:** What should the reader do? (buy, sign up, click, reply)
- **Key benefit:** What's the #1 outcome the buyer gets?
- **Proof points:** Testimonials, stats, case studies, credentials
- **Tone:** Casual, professional, urgent, aspirational
- **Format:** Landing page, ad, email, product description, headline set

If the user doesn't provide all of these, ask for the missing pieces before writing.

### Step 2: Select Framework

Choose based on the format and goal:

**PAS (Problem-Agitate-Solve)** — Best for: landing pages, long-form sales pages
- Problem: Name the pain the reader feels
- Agitate: Make the pain vivid and urgent
- Solve: Present your product as the resolution

**AIDA (Attention-Interest-Desire-Action)** — Best for: ads, emails, short copy
- Attention: Hook with a bold claim or question
- Interest: Explain why this matters to them
- Desire: Paint the outcome they want
- Action: Clear CTA

**BAB (Before-After-Bridge)** — Best for: email sequences, case study copy
- Before: Current painful state
- After: Desired future state
- Bridge: Your product/service connects the two

**4Ps (Promise-Picture-Proof-Push)** — Best for: product descriptions, feature pages
- Promise: Lead with the outcome
- Picture: Help them visualize having it
- Proof: Back it up with evidence
- Push: Urgency or scarcity to act now

### Step 3: Write the Copy

Apply these principles:
- **Lead with benefits, not features.** "Save 10 hours/week" beats "AI-powered automation"
- **Be specific.** Numbers, timeframes, and named outcomes outperform vague claims
- **One idea per sentence.** Short sentences. Short paragraphs. White space.
- **Write at a 6th-grade reading level.** Use the Hemingway standard.
- **End every section with forward momentum.** The reader should want to keep going.
- **CTA should be action-specific.** "Start your free trial" beats "Submit" or "Learn more"

### Step 4: Generate Variants

Produce 3 variants:
1. **Direct** — Straightforward, benefit-led
2. **Story-driven** — Opens with a scenario or anecdote
3. **Contrarian** — Challenges a common belief in the market

### Step 5: Refine

Ask the user which variant resonates, then:
- Tighten the language (cut 20% of words)
- Strengthen the CTA
- Add specificity where claims are vague
- Ensure every paragraph earns its place

## Output Format

```markdown
## Headline Options
1. [Headline variant 1]
2. [Headline variant 2]
3. [Headline variant 3]

## Copy — [Framework Used]

[Full copy in the selected format]

## CTA Options
1. [CTA variant 1]
2. [CTA variant 2]
```

## Constraints

- Never use filler phrases ("In today's world...", "Are you tired of...")
- Never make unsubstantiated claims without noting they need proof
- Don't write walls of text — use formatting, bullets, and white space
- Don't use AI-sounding language (leverage, utilize, landscape, harness, game-changer)
- Always include a specific CTA — never end copy without a next step