copywriting
kostja94/marketing-skills
Write and optimize short-form marketing copy—headlines, CTAs, ads, landing pages, emails.
What is copywriting?
This skill guides creation of conversion-focused short-form marketing copy using proven frameworks (PAS, AIDA, BAB, FAB, 4 U's). Use it for headlines, ad copy, landing page copy, email copy, CTAs, and sales copy optimization. For long-form article bodies, use article-content instead.
- Apply copywriting frameworks (PAS, AIDA, BAB, FAB, 4 U's) to structure persuasive copy
- Generate headline variants using proven formulas (How-to, Number-based, Before/After, etc.)
- Write body copy and CTAs aligned to context (ads, landing pages, emails)
- Identify differentiation gaps—ensure copy adds unique value vs. competitor claims
- Check project context from .claude/project-context.md or .cursor/project-context.md for positioning and brand voice
- Provide A/B test suggestions for headlines, CTAs, and copy variants
How to install copywriting
npx skills add https://github.com/kostja94/marketing-skills --skill copywritingHow to use copywriting
- 1.Provide context: ad, landing page, email, CTA, or general copy need
- 2.Share your audience (ICP, stage, pain points) and goal (awareness, conversion, retention)
- 3.Optionally share project context file if available for brand voice and positioning
- 4.Specify which framework you prefer (PAS, AIDA, BAB) or let the skill recommend
- 5.Review headline options, body copy structure, and CTA variants provided
Use cases
- Write a landing page headline and body copy for a SaaS product launch
- Optimize ad copy for Facebook or Google Ads to improve click-through rate
- Create email subject lines and preview text for a campaign
- Develop CTA copy that converts better than generic 'Submit' buttons
- Rewrite headlines to lead with unique angle or proprietary data instead of restating competitor claims
- Marketing managers and copywriters
- SaaS and product marketers
- Growth and conversion specialists
- Content creators writing ads or promotional emails
- Founders optimizing landing pages and CTAs
copywriting FAQ
Use copywriting for short-form marketing copy: headlines, CTAs, ads, landing pages, emails. Use article-content for long-form article bodies (blog posts, guides) where you need deeper structure and information gain strategy.
PAS (Problem → Agitation → Solution) works best for direct-response and sales pages by intensifying urgency. AIDA (Attention → Interest → Desire → Action) is story-driven and works well for ads, emails, and editorials that build emotional engagement.
Front-load keywords, keep specificity high, match the promise to what's actually delivered on the page, and avoid exaggeration. Use the 4 U's (Useful, Urgent, Unique, Ultra-specific) to ensure your headline delivers real value.
Copy that restates competitor claims adds zero value. Lead with a unique angle, proprietary data, contrarian insight, or specific outcome that competitors don't highlight. Ask: 'What does this headline add that others don't?'
Yes. The ad headline and promise must match the landing page headline to avoid bounce. The ad is concise (platform limits); the landing page expands on the same promise with more explanation and a conversion-focused CTA.
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
Check for project context first: If .claude/project-context.md or .cursor/project-context.md exists, read Sections 2 (Positioning), 3 (Value Proposition), 8 (Brand & Voice).
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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