---
name: copywriting
description: "Conversion copywriting: landing pages, email subject lines, ad copy, product descriptions, value propositions — frameworks like PAS, AIDA, and Jobs-to-be-Done"
---

# Copywriting Skill

## When to activate
- Writing or rewriting a landing page for higher conversion
- Crafting email subject lines, preview text, and body copy
- Writing ad headlines and descriptions
- Creating a compelling value proposition or tagline
- Writing product descriptions that sell, not just describe
- Reviewing existing copy for weaknesses

## When NOT to use
- Long-form content like blog articles — use the content-strategy skill
- Technical documentation — write for clarity, not conversion
- Brand tone of voice definition — that's brand-guidelines, not copywriting execution

## Instructions

### Value proposition

```
Write a value proposition for [product/service].

Product: [what it does]
Target customer: [who, their role, their situation]
Key pain they have right now: [specific frustration or cost]
The outcome they want: [what success looks like for them]
Why you're different from alternatives: [one true differentiator]
Proof of that difference: [stat, case study, or feature]

Value proposition formats to produce:

1. Tagline (7 words or fewer):
   [verb] + [outcome] + [for whom]
   Example: "Ship faster. Break nothing. Sleep better."

2. Hero headline (landing page):
   Outcome-first, specific, no jargon.
   Formula: [Do X] without [frustration/trade-off]
   or: [Time/effort] to [outcome]

3. Sub-headline (25 words max):
   Expand on WHO it's for and HOW it works.

4. Elevator pitch (2 sentences):
   For [persona] who struggle with [problem],
   [Product] is [category] that [key benefit].
   Unlike [alternatives], we [differentiator].

Write 3 versions of each. Flag which is strongest and why.
```

### Landing page copy

```
Write landing page copy for [product/page goal].

Page goal: [trial signup / demo request / purchase / lead magnet download]
Target visitor: [who arrives here, from what source]
Their awareness level: [problem-aware / solution-aware / product-aware]
Current conversion rate (if known): [X%]
Key objections they have: [price / trust / complexity / timing]

Page structure:

1. Hero section:
   - Headline: [outcome-first, specific]
   - Sub-headline: [who it's for + how it works]
   - CTA button: [action verb + what they get — not just "Submit"]
   - Hero image/video concept: [what would build trust or show the product?]

2. Problem → Agitation:
   - Name the pain clearly (use their words, not marketing speak)
   - Show you understand the cost of the problem (time, money, frustration)

3. Solution (how you fix it):
   - 3 key benefits (not features) with specific outcomes
   - Format: [Feature] → So you can [benefit] → Which means [outcome]

4. Proof:
   - Social proof: [testimonials, logos, stats]
   - Specificity beats generic: "saved 4 hours per week" beats "saves time"

5. Objection handling (FAQ or inline):
   - Top 3 objections → pre-emptive answers

6. CTA section:
   - Repeat the offer
   - Reduce risk (free trial, money-back, no credit card)
   - Final CTA button

Produce full copy for each section. Flag assumptions.
```

### Email subject lines

```
Write email subject lines for [email campaign].

Email goal: [open and click / open and reply / open and buy]
Audience: [list segment — new leads / existing customers / cold prospects]
Email content summary: [what the email contains]
From name: [person name or brand]

Write 10 subject lines using different tactics:

1. Curiosity gap: hint at something without revealing it
2. Direct benefit: state exactly what they get from opening
3. Question: ask something they're already thinking
4. Social proof: name-drop or stat
5. Urgency/scarcity: deadline or limited availability
6. Personalisation: [first name] or situation-specific
7. Short and punchy: 3-5 words maximum
8. Controversial/contrarian: challenge a common belief
9. Story hook: "I made a mistake..."
10. List format: "3 things X doesn't want you to know"

For each: subject line + preview text (50 chars) that complements it.

Rate each 1-10 for likely open rate for this specific audience.
```

### PAS framework copy

```
Write copy using the Problem-Agitation-Solution framework.

Problem: [the specific problem the reader has]
Audience: [who has this problem, in what context]
Solution: [your product/service]

PAS structure:

P — Problem (name it clearly, in their words):
[1-2 sentences that make them nod and say "yes, that's exactly it"]

A — Agitation (make the pain vivid):
[3-5 sentences showing the downstream consequences:
- What it costs them (time, money, relationship, opportunity)
- What happens if nothing changes
- The emotional frustration, not just the functional problem]

S — Solution (introduce your answer):
[2-3 sentences showing how your solution eliminates the problem.
Be specific: not "we help you save time" but "3 hours back every Friday."]

CTA: [clear next step with low friction]

Write this for: [email / landing page / ad / LinkedIn post]
Produce 2 versions: emotional angle and rational/ROI angle.
```

### Ad copy

```
Write ad copy for [channel].

Channel: [Google Search / Meta / LinkedIn / Twitter / YouTube pre-roll]
Product: [describe]
Target: [who sees this ad]
Offer: [what they get when they click — trial / demo / download / purchase]
Key differentiator: [one true thing that makes you different]
Character limits: [Google: 30/90 | Meta: 125/27/27 | LinkedIn: 150 headline]

For Google Ads (Responsive Search Ad):
- 15 headlines (30 chars each): hook, benefit, CTA variations
- 4 descriptions (90 chars each): expand on top 2 benefits + social proof

For Meta Ads (3 variations):
- Primary text (125 chars): hook line
- Headline (27 chars): product/offer
- Description (27 chars): reinforce offer

Mark: [PIN] for headlines that must appear in specific positions.
Write for direct response, not brand — every ad must have a CTA.
```

## Example

**User:** Rewrite our landing page hero for a legal contract review SaaS. Current headline: "AI-Powered Contract Review for Modern Teams." CVR is 1.8%.

**Claude's rewrite:**

Current headline is feature-led ("AI-Powered") and generic ("Modern Teams"). At 1.8% CVR, the hero isn't connecting with what the visitor actually fears.

**The real fear:** Missing a clause that costs us six figures or weeks of litigation.

**3 hero headline options:**

Option 1 (Outcome + risk reduction):
> "Review contracts in 10 minutes. Catch the clauses your lawyer charges $400/hour to find."

Option 2 (Direct problem → solution):
> "Stop reading 40-page contracts line by line.
> Find every risky clause in under 15 minutes."

Option 3 (Contrarian + specific):
> "Your last contract probably had 3 red flags in it.
> You didn't find them. We would have."

**Sub-headline (for Option 1):**
> For startups and growing teams who need legal clarity without legal bills. Upload any contract — NDA, SaaS agreement, employment — and get a risk summary in plain English.

**CTA button:**
Instead of "Get Started" → **"Review my first contract free"**

Estimated CVR improvement: 2.5-3.5% (based on specificity + outcome-first structure).

---

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