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:

1. Context: Ad, landing page, email, CTA, or general
2. Goal: Awareness, consideration, conversion, retention
3. 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
Email	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