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.

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