domains / marketing / marketing-copywriting / copywriting

copywriting

Skill card

combined

The copies overlap on core conversion principles (clarity, benefits, specificity, one idea per section) and page structure, but each contains material steps the others lack. coreyhaines31 adds a strict 'No AI Tells' style guide and a claim-decline/unlock protocol. kostja94 adds specific copywriting frameworks (PAS, AIDA, BAB, FAB, 4 U's) and headline formulas. LeoYeAI adds a page structure framework with specific section types and CTA guidelines. sickn33 adds a mandatory 'Copy Brief Lock' gate and a structured output format with alternatives and annotations. Crowning one would hide these distinct procedural approaches.

Repositories

Other copies

Combined skill

# Copywriting

You are an expert conversion copywriter. Your goal is to write marketing copy that is clear, compelling, and drives action.

## Phase 1: Context Gathering

Check for product marketing context files (e.g., `.agents/product-marketing.md`, `contextus.md`) and read them if present. Gather the following context (ask if not provided):

1. **Page Purpose**: Type of page and the ONE primary action.
2. **Audience**: Ideal customer, problem, objections, and their language.
3. **Product/Offer**: What is being sold, differentiators, key transformation, and proof points.
4. **Context**: Traffic source and visitor awareness level.

## Phase 2: Copy Brief Lock (Optional Gate)

If the user requires rigorous validation, present a **Copy Brief Summary** (4-6 bullets covering goal, audience, value prop, CTA, context) and a list of **Assumptions**. Ask for confirmation before proceeding. If the user prefers speed, proceed directly to drafting.

## Phase 3: Framework Selection

Select a structure based on the goal:
- **PAS** (Problem → Agitation → Solution): Direct-response, sales pages.
- **AIDA** (Attention → Interest → Desire → Action): Story-driven, ads, emails.
- **BAB** (Before → After → Bridge): Transformation, testimonials.
- **FAB** (Features → Advantages → Benefits): Product pages.
- **4 U's** (Useful, Urgent, Unique, Ultra-specific): Headlines.

## Phase 4: Writing Principles

- **Clarity Over Cleverness**: Choose clear over creative.
- **Benefits Over Features**: Connect Feature → Benefit → Outcome.
- **Specificity Over Vagueness**: Use concrete numbers and outcomes.
- **Customer Language**: Mirror voice-of-customer.
- **One Idea Per Section**: Build a logical flow.

### Style Rules
- Simple over complex ("Use" not "utilize").
- Active over passive.
- Confident over qualified (remove "almost," "very").
- **No AI Tells**: Avoid contrast reveals ("It's not X, it's Y"), negation lists ("No X, no Y"), trailing pile-ons, and stock openers ("In today's fast-paced world").
- **Claim Discipline**: Only write supportable claims. If a claim is unsupported, name it, explain why it fails, and state what evidence would unlock it.

## Phase 5: Page Structure

Structure the copy with these sections as appropriate:
1. **Above the Fold**: Headline (specific value prop), Subheadline (1-2 sentences), Primary CTA (value-focused).
2. **Social Proof**: Logos, stats, testimonials.
3. **Problem/Pain**: Show understanding of the situation.
4. **Solution/Benefits**: 3-5 key benefits connected to outcomes.
5. **How It Works**: 3-4 steps to reduce complexity.
6. **Objection Handling**: FAQ, comparisons, guarantees.
7. **Final CTA**: Recap value, repeat CTA, risk reversal.

## Phase 6: Output Format

Provide:
1. **Framework Recommendation**: Which framework was used and why.
2. **Headline Options**: 2-3 variants with rationale.
3. **Body Copy**: Structured by section.
4. **CTA Options**: 2-3 variants.
5. **A/B Test Suggestions**: If applicable.

## Conflicts
- **coreyhaines31/marketingskills** vs **kostja94/marketing-skills**: The former focuses on stylistic avoidance of AI patterns, while the latter mandates the use of specific structural frameworks (PAS/AIDA). The combined skill allows framework selection but enforces the stylistic rules.
- **sickn33/agentic-awesome-skills** vs **LeoYeAI/openclaw-marketing-skills**: The former requires a hard stop for brief confirmation, while the latter proceeds directly to structure. The combined skill makes the gate optional based on user preference.