Copywriting

Copywriting

Direct response copywriting for landing pages, ads, emails, and product descriptions using proven conversion frameworks.

Purpose

Generate persuasive marketing copy that converts. This skill applies direct response frameworks (PAS, AIDA, BAB, 4Ps) rather than generic writing. It focuses on clarity, specificity, and reader action.

Workflow

Step 1: Gather Context

Before writing, collect:

• Product/service: What are you selling?
• Target audience: Who is the buyer? What do they care about?
• Desired action: What should the reader do? (buy, sign up, click, reply)
• Key benefit: What's the #1 outcome the buyer gets?
• Proof points: Testimonials, stats, case studies, credentials
• Tone: Casual, professional, urgent, aspirational
• Format: Landing page, ad, email, product description, headline set

If the user doesn't provide all of these, ask for the missing pieces before writing.

Step 2: Select Framework

Choose based on the format and goal:

PAS (Problem-Agitate-Solve) — Best for: landing pages, long-form sales pages

• Problem: Name the pain the reader feels
• Agitate: Make the pain vivid and urgent
• Solve: Present your product as the resolution

AIDA (Attention-Interest-Desire-Action) — Best for: ads, emails, short copy

• Attention: Hook with a bold claim or question
• Interest: Explain why this matters to them
• Desire: Paint the outcome they want
• Action: Clear CTA

BAB (Before-After-Bridge) — Best for: email sequences, case study copy

• Before: Current painful state
• After: Desired future state
• Bridge: Your product/service connects the two

4Ps (Promise-Picture-Proof-Push) — Best for: product descriptions, feature pages

• Promise: Lead with the outcome
• Picture: Help them visualize having it
• Proof: Back it up with evidence
• Push: Urgency or scarcity to act now

Step 3: Write the Copy

Apply these principles:

• Lead with benefits, not features. "Save 10 hours/week" beats "AI-powered automation"
• Be specific. Numbers, timeframes, and named outcomes outperform vague claims
• One idea per sentence. Short sentences. Short paragraphs. White space.
• Write at a 6th-grade reading level. Use the Hemingway standard.
• End every section with forward momentum. The reader should want to keep going.
• CTA should be action-specific. "Start your free trial" beats "Submit" or "Learn more"

Step 4: Generate Variants

Produce 3 variants:

1. Direct — Straightforward, benefit-led
2. Story-driven — Opens with a scenario or anecdote
3. Contrarian — Challenges a common belief in the market

Step 5: Refine

Ask the user which variant resonates, then:

• Tighten the language (cut 20% of words)
• Strengthen the CTA
• Add specificity where claims are vague
• Ensure every paragraph earns its place

Output Format

## Headline Options
1. [Headline variant 1]
2. [Headline variant 2]
3. [Headline variant 3]

## Copy — [Framework Used]

[Full copy in the selected format]

## CTA Options
1. [CTA variant 1]
2. [CTA variant 2]

Constraints

• Never use filler phrases ("In today's world...", "Are you tired of...")
• Never make unsubstantiated claims without noting they need proof
• Don't write walls of text — use formatting, bullets, and white space
• Don't use AI-sounding language (leverage, utilize, landscape, harness, game-changer)
• Always include a specific CTA — never end copy without a next step

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: mfwarren
• Source: mfwarren/entrepreneur-claude-skills
• License: MIT
• Homepage: https://mattwarren.co

Install and usage instructions live in the source repository linked above.