copywriting

Copywriting

When This Skill Applies

• Writing headlines, taglines, and value propositions
• Creating CTAs for emails, ads, and landing pages
• Crafting ad copy within platform character limits
• Writing email subject lines and preheaders
• Developing brand messaging and key narratives

Core Guidance

1. Copywriting Frameworks

AIDA (Attention-Interest-Desire-Action)

• Attention: Hook with bold statement, question, or statistic
• Interest: Elaborate on the problem or opportunity
• Desire: Show the solution and benefits
• Action: Clear CTA with urgency

PAS (Problem-Agitate-Solution)

• Problem: State the audience's pain point directly
• Agitate: Amplify the consequences of not solving it
• Solution: Present your offering as the answer

BAB (Before-After-Bridge)

• Before: Current painful state
• After: Desired future state
• Bridge: How your product gets them there

4Ps (Promise-Picture-Proof-Push)

• Promise: Bold benefit claim
• Picture: Vivid scenario of success
• Proof: Evidence (testimonials, data, case studies)
• Push: Urgency-driven CTA

2. Headline Formulas

Formula	Pattern	Example
How-to	"How to [achieve goal] without [pain]"	"How to double leads without increasing ad spend"
Number	"[N] ways to [benefit]"	"7 ways to reduce churn by 30%"
Question	"[Pain point question]?"	"Still losing customers to slow onboarding?"
Proof	"[Result] in [timeframe]"	"3x pipeline growth in 90 days"
Curiosity	"[Unexpected claim]"	"Why top marketers are abandoning email blasts"

3. CTA Best Practices

Structure: Action verb + benefit + urgency (optional)

Weak CTA	Strong CTA	Why Better
Submit	Start My Free Trial	Benefit-oriented
Click Here	Get the Report Now	Specific action + urgency
Learn More	See How It Works	Clearer expectation
Sign Up	Join 10,000+ Marketers	Social proof
Buy Now	Claim Your 50% Discount	Value-oriented

4. Platform Copy Constraints

Platform	Element	Limit	Best Practice
Google Ads	Headline	30 chars x 15	Keyword-rich, benefit-led
Google Ads	Description	90 chars x 4	CTA, differentiator, proof
Meta/FB	Primary text	125 chars	Hook in first line
Meta/FB	Headline	40 chars	Benefit or offer
LinkedIn	Intro text	150 chars	Professional tone, value-first
Twitter/X	Post	280 chars	Hook + insight + CTA
Email	Subject line	30-50 chars	Personalization, curiosity
Email	Preheader	40-100 chars	Extends subject value

5. Tone Modifiers

Tone	Characteristics	Best For
Professional	Formal, authoritative, data-driven	B2B, enterprise, finance
Casual	Conversational, friendly, relatable	B2C, SaaS, lifestyle
Urgent	Time-sensitive, FOMO, scarcity	Sales, limited offers
Educational	Informative, helpful, mentoring	Content marketing, onboarding
Witty	Clever, unexpected, memorable	Brand building, social media
Provocative	Challenging, contrarian, bold	Thought leadership

6. Power Words by Category

Category	Words
Urgency	Now, today, limited, expires, last chance, don't miss
Exclusivity	Secret, insider, VIP, invitation-only, exclusive
Trust	Proven, guaranteed, certified, trusted, verified
Value	Free, bonus, save, discount, complimentary
Emotion	Transform, breakthrough, revolutionary, effortless

7. Copy Quality Checklist

• Clear single message (one idea per piece)
• Benefit-focused (not feature-focused)
• Specific (numbers, timeframes, results)
• Active voice throughout
• No jargon unless audience-appropriate
• CTA is clear, visible, and action-oriented
• Meets platform character/format limits
• Tone matches brand voice and audience

Output Format

COPY PACKAGE
============
Framework:  [AIDA|PAS|BAB|4Ps]
Tone:       [professional|casual|urgent|educational|witty|provocative]
Platform:   [target platform]

HEADLINE OPTIONS
----------------
1. [headline] ([char count])
2. [headline] ([char count])
3. [headline] ([char count])

BODY COPY
---------
[Copy following selected framework]

CTA OPTIONS
-----------
1. [CTA text] - [rationale]
2. [CTA text] - [rationale]

Quick Reference

Frameworks: AIDA, PAS, BAB, 4Ps Key Elements: Headlines, CTAs, subject lines, body copy, taglines Tone Options: professional, casual, urgent, educational, witty, provocative

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Rules

• Always lead with benefit, not feature.
• Always select a persuasion framework (AIDA, PAS, BAB, 4Ps) before writing.
• Always verify copy fits platform character limits before delivering.
• Always include at least one specific proof point (number, timeframe, or result).
• Always write the CTA as an action verb plus benefit statement.
• Never open with a question cliche ("Did you know...?", "Have you ever...?").
• Never use passive voice in headlines or CTAs.
• Never deliver copy without a tone declaration matching the target audience.
• Never exceed the platform's character constraint without flagging the overage.
• Never list features without translating each to a reader benefit.

Iteration

After delivering the first draft:

1. Ask if changes are needed
2. Apply feedback and regenerate
3. Maximum 3 revision rounds
4. On round 3, deliver final with "this is the final version" note

References

• See ${CLAUDE_SKILL_DIR}/references/persuasion-frameworks.md for persuasion frameworks
• See ${CLAUDE_SKILL_DIR}/references/cta-best-practices.md for CTA best practices