Write or optimize short-form marketing copy—headlines, CTAs
Content: Copywriting
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…
--- 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:
Overview
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.
What you get
- Framework(PAS, AIDA, BAB) recommendation
- Headlineoptions (2–3 variants)
- Bodycopy structure
- CTAcopy options
- A/B testsuggestions (if applicable)
Manual install (npx, ZIP)
Claude Code
npx skills add kostja94/marketing-skills --skill copywriting -g -a claude-codeClaude Code (degit)
npx degit kostja94/marketing-skills/skills/content/copywriting#main ~/.claude/skills/copywriting-7Claude.ai / desktop
Codex, Cursor, other agents
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Files included
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SKILL.md
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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
| 1 | |
| 2 | name copywriting |
| 3 | 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. |
| 4 | metadata |
| 5 | version 1.2.0 |
| 6 | |
| 7 | |
| 8 | # Content: Copywriting |
| 9 | |
| 10 | 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**. |
| 11 | |
| 12 | **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. |
| 13 | |
| 14 | ## Initial Assessment |
| 15 | |
| 16 | **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. |
| 17 | |
| 18 | Identify: |
| 19 | **Context**: Ad, landing page, email, CTA, or general |
| 20 | **Goal**: Awareness, consideration, conversion, retention |
| 21 | **Audience**: ICP, stage, pain points |
| 22 | |
| 23 | ## Copywriting Frameworks |
| 24 | |
| 25 | | Framework | Structure | Best For | |
| 26 | |-----------|-----------|----------| |
| 27 | | **PAS** | Problem → Agitation → Solution | Direct-response; sales pages; landing pages | |
| 28 | | **AIDA** | Attention → Interest → Desire → Action | Story-driven; ads; emails; editorials | |
| 29 | | **BAB** | Before (problem) → After (outcome) → Bridge (how) | Transformation; testimonials; case studies | |
| 30 | | **FAB** | Features → Advantages → Benefits | Product pages; feature lists | |
| 31 | | **4 U's** | Useful, Urgent, Unique, Ultra-specific | Headlines; subject lines | |
| 32 | |
| 33 | ### PAS (Problem, Agitation, Solution) |
| 34 | |
| 35 | **Problem**: Identify the reader's pain point clearly |
| 36 | **Agitation**: Intensify the emotional impact; make the problem feel urgent |
| 37 | **Solution**: Present your product/service as the answer |
| 38 | |
| 39 | ### AIDA (Attention, Interest, Desire, Action) |
| 40 | |
| 41 | **Attention**: Grab with a powerful headline or opening |
| 42 | **Interest**: Build engagement through facts, storytelling, or emotional appeals |
| 43 | **Desire**: Highlight benefits and how the product solves problems |
| 44 | **Action**: Include a clear call-to-action |
| 45 | |
| 46 | ### BAB (Before, After, Bridge) |
| 47 | |
| 48 | **Before**: Current problem state |
| 49 | **After**: Desired outcome |
| 50 | **Bridge**: How your solution bridges the gap |
| 51 | |
| 52 | ## Headline Formulas |
| 53 | |
| 54 | | Formula | Example | |
| 55 | |---------|---------| |
| 56 | | **How to [outcome]** | "How to Double Your Conversions in 30 Days" | |
| 57 | | **[Number] Ways to [benefit]** | "7 Ways to Reduce Churn Without Hiring" | |
| 58 | | **[Who] + [benefit]** | "For Marketers Who Want to Ship Faster" | |
| 59 | | **[Problem]? Here's [solution]** | "Struggling with SEO? Here's the Fix" | |
| 60 | | **[Before] → [After]** | "From 0 to 10K Users in 90 Days" | |
| 61 | | **The [adjective] [noun] for [audience]** | "The Ultimate Guide for SaaS Founders" | |
| 62 | |
| 63 | **Rules**: Front-load keywords; keep under 60 chars for SERP; avoid clickbait; match ad-to-page alignment. |
| 64 | |
| 65 | **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. |
| 66 | |
| 67 | ## Copy by Context |
| 68 | |
| 69 | | Context | Focus | Skills | |
| 70 | |---------|-------|--------| |
| 71 | | **Ad copy** | Hook, benefit, CTA; platform limits | paid-ads-strategy, google-ads, meta-ads | |
| 72 | | **Landing page** | Headline, value prop, CTA; above fold | landing-page-generator, hero-generator | |
| 73 | | **Email** | Subject line, preview, body, CTA | email-marketing | |
| 74 | | **CTA** | Value-focused; action verb; avoid "Submit" | cta-generator | |
| 75 | | **Article / blog** | Headline formulas, CTA copy; body → **article-content** | article-content, article-page-generator | |
| 76 | |
| 77 | ## Ad copy vs Landing page copy |
| 78 | |
| 79 | | Element | Ad | Landing Page | |
| 80 | |---------|-----|--------------| |
| 81 | | **Promise** | Must match page headline | Same promise; expand on it | |
| 82 | | **Length** | Concise; platform limits | Enough to explain value | |
| 83 | | **CTA** | Click-through; "Learn More" | Conversion; "Start Free Trial" | |
| 84 | |
| 85 | **Avoid**: Ad promise not visible on page; mismatch increases bounce. |
| 86 | |
| 87 | ## CTA Copy Best Practices |
| 88 | |
| 89 | **Value-focused**: "Start Free Trial" not "Submit" |
| 90 | **Action verb**: "Get," "Try," "Download," "Join" |
| 91 | **Specific**: "Get Your Free Audit" not "Click Here" |
| 92 | **A/B test**: Color, copy, placement, size |
| 93 | |
| 94 | ## Output Format |
| 95 | |
| 96 | **Framework** (PAS, AIDA, BAB) recommendation |
| 97 | **Headline** options (2–3 variants) |
| 98 | **Body** copy structure |
| 99 | **CTA** copy options |
| 100 | **A/B test** suggestions (if applicable) |
| 101 | |
| 102 | ## Related Skills |
| 103 | |
| 104 | **article-content**: Article body creation; applies PAS, AIDA, BAB to long-form; headline formulas for article titles |
| 105 | **landing-page-generator**: Landing page copy and structure |
| 106 | **hero-generator**: Hero headline, subheadline, CTA |
| 107 | **cta-generator**: CTA design and copy |
| 108 | **paid-ads-strategy**: Ad copy frameworks (PAS, BAB, Social Proof) |
| 109 | **email-marketing**: Email subject lines, body copy |
| 110 | **branding**: Brand voice, tone consistency |
| 111 |
Details
- License
- MIT
- Stars on the repo
- ★ 992
- Checked
- Source
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