copywriting
kostja94/marketing-skills
Write and optimize short-form marketing copy using proven frameworks like PAS, AIDA, and BAB.
What is copywriting?
This skill guides creation of high-converting short-form marketing copy—headlines, CTAs, ad copy, landing pages, and emails. Use it when you need to write or refine marketing messages structured around proven copywriting frameworks and audience psychology.
- Apply copywriting frameworks (PAS, Problem-Agitation-Solution; AIDA, Attention-Interest-Desire-Action; BAB, Before-After-Bridge) to structure persuasive copy
- Generate headline variants using proven formulas (How-to, Number-based, Problem-Solution, Before-After) optimized for keywords and differentiation
- Write body copy and CTAs aligned to context (ads, landing pages, emails) with clear value propositions and action verbs
- Assess project context from root contextus.md or user input to identify audience, goal, and pain points
- Provide A/B test suggestions for headlines, CTAs, and copy variants to improve conversion rates
How to install copywriting
npx skills add https://github.com/kostja94/marketing-skills --skill copywritingHow to use copywriting
- 1.Provide context: Is this for an ad, landing page, email, CTA, or general marketing copy?
- 2.Share your goal (awareness, consideration, conversion, retention) and target audience or ICP
- 3.Specify any unique angle, proprietary data, or differentiator you want to emphasize
- 4.Request a framework recommendation (PAS, AIDA, BAB) and the skill will generate headline options, body structure, and CTA copy
- 5.Review variants and A/B test suggestions; iterate based on feedback or performance data
Use cases
- Write a landing page headline and body copy for a SaaS product targeting churn reduction
- Optimize ad copy for a paid campaign, ensuring promise matches destination page
- Create email subject lines and preview text using AIDA framework for higher open rates
- Develop CTA copy that emphasizes value (e.g., 'Get Your Free Audit') instead of generic placeholders
- Refine existing headlines to lead with unique angles or proprietary data rather than competitor-standard claims
- Marketing managers and copywriters optimizing conversion-focused campaigns
- SaaS and product teams writing landing page and ad copy
- Email marketers crafting subject lines and body copy
- Founders and entrepreneurs launching products or features with limited copy resources
- Anyone writing short-form marketing messages who wants structured, psychology-backed frameworks
copywriting FAQ
Use copywriting for short-form marketing (ads, landing pages, emails, CTAs). Use article-content for long-form article bodies, blog posts, and guides where you need deeper storytelling and information structure.
Mismatched promises increase bounce rates. The skill ensures ad copy and landing page copy align—the ad hooks with a promise, and the landing page headline reinforces and expands on that same promise.
PAS works best for direct-response and sales pages; AIDA for story-driven ads and emails; BAB for transformation and testimonials. The skill recommends based on your context and goal.
Lead with what competitors don't say: unique angles, proprietary data, or contrarian insights. Avoid restating generic benefits. The skill asks 'What does this add that others don't?' to identify information gain.
Yes. The skill provides A/B test suggestions for headlines, CTAs, color, placement, and messaging to help you optimize for higher conversion rates.
Full instructions (SKILL.md)
Source of truth, from kostja94/marketing-skills.
name: copywriting description: When the user wants to write or optimize short-form marketing copy—headlines, CTAs, ad copy, landing page copy, email copy. Also use when the user mentions "copywriting," "headline," "CTA copy," "ad copy," "landing page copy," "sales copy," "conversion copy," "PAS," "AIDA," "BAB," "copy formula," or "differentiation." For long-form article bodies (blog posts, guides), use article-content. metadata: version: 1.2.0
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:
- Context: Ad, landing page, email, CTA, or general
- Goal: Awareness, consideration, conversion, retention
- 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 |
| 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
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