copywriting

/copywriting - Conversion-Focused Marketing Copy

Generate marketing copy using proven copywriting frameworks, with A/B variants and compliance checks - bridging the gap between product features and user motivation.

Target: $ARGUMENTS

When to Use

• Writing landing page copy (hero, features, CTA, testimonials)
• Creating email marketing sequences (welcome, onboarding, re-engagement)
• Writing product descriptions for e-commerce or SaaS
• Generating social media content (posts, threads, ads)
• Crafting ad creative copy (Google Ads, Meta Ads)
• When @marketing Copy mode needs a structured output
• NOT for: SEO technical optimization (use /seo-audit)
• NOT for: content strategy or keyword research (use @marketing SEO mode)
• NOT for: copyediting existing content (use a proofreading tool)

Workflow

Step 1: Brief Capture

1. Identify the product/feature from $ARGUMENTS
2. Scan existing copy in the codebase:

# Find existing marketing copy, landing pages, meta descriptions
grep -rl "hero\|landing\|cta\|pricing\|testimonial" $TARGET --include="*.tsx" --include="*.vue" --include="*.astro" --include="*.mdx" 2>/dev/null | head -10

3. Define the brief:

## Brief

**Product/Feature:** [what we're writing about]
**Target Audience:** [who reads this copy]
**Channel:** [landing page | email | social | ad | product description]
**Tone of Voice:** [professional | casual | bold | friendly | authoritative]
**Key Differentiators:** [what makes this unique]
**CTA Goal:** [signup | purchase | download | contact | share]
**Constraints:** [character limits, brand guidelines, compliance needs]

BLOCKED until brief is complete. Ask the user for missing fields.

Step 2: Framework Selection

Select the copywriting framework based on channel:

Channel	Primary Framework	Alternative
Landing page (hero)	PAS (Problem-Agitate-Solution)	AIDA (Attention-Interest-Desire-Action)
Landing page (features)	FAB (Features-Advantages-Benefits)	Before/After/Bridge
Email sequence	BAB (Before-After-Bridge)	4Ps (Promise-Picture-Proof-Push)
Social media	Hook-Story-Offer	PAS (condensed)
Ad creative	Headline formulas	AIDA (condensed)
Product description	FAB	Problem-Solution

Framework Definitions:

• PAS: Identify the Problem → Agitate the pain → Present the Solution
• AIDA: Grab Attention → Build Interest → Create Desire → Call to Action
• BAB: Paint the Before (current pain) → Show the After (desired state) → Bridge (your product)
• FAB: Feature (what it does) → Advantage (why it matters) → Benefit (what user gains)
• 4Ps: Promise (hook) → Picture (visualize success) → Proof (evidence) → Push (CTA)
• Hook-Story-Offer: Hook (stop scrolling) → Story (relatable narrative) → Offer (clear CTA)

Step 3: Copy Generation

1. Apply the selected framework to write primary copy
2. Include all required elements for the channel:

Landing Page Elements:

• Headline (max 10 words, clear value proposition)
• Subheadline (expand on headline, 15-25 words)
• Hero body (2-3 sentences, pain → solution → benefit)
• Feature blocks (3-5 features with FAB format)
• Social proof placement (testimonials, logos, stats)
• CTA button text (action verb + benefit, max 5 words)
• Objection handlers (FAQ or trust signals)

Email Elements:

• Subject line (max 50 chars, curiosity or benefit)
• Preview text (max 90 chars, complement subject)
• Body (framework-structured, single CTA)
• PS line (urgency or bonus)

Social Media Elements:

• Hook (first line that stops scrolling)
• Body (value or story, framework-structured)
• CTA (clear next step)
• Hashtags (3-5 relevant)

Step 4: A/B Variant Generation

For each key element, generate 2-3 variants with rationale:

## A/B Variants

### Headlines
| Variant | Copy | Strategy |
|---------|------|----------|
| A (control) | "[headline]" | Benefit-focused, direct |
| B | "[headline]" | Curiosity-driven, question |
| C | "[headline]" | Social proof, authority |

### CTAs
| Variant | Copy | Strategy |
|---------|------|----------|
| A (control) | "[CTA text]" | Action + benefit |
| B | "[CTA text]" | Urgency + action |

### Subject Lines (if email)
| Variant | Copy | Strategy |
|---------|------|----------|
| A | "[subject]" | Benefit-focused |
| B | "[subject]" | Curiosity gap |
| C | "[subject]" | Personalized |

Step 5: Compliance Check

Check	Description
No unsubstantiated claims	Avoid "best", "#1", "guaranteed" without proof
CAN-SPAM compliance	Email includes unsubscribe, physical address (note to implement)
FTC testimonial guidelines	Testimonials must be genuine, disclose material connections
Accessibility	Alt text for images, readable font sizes, color contrast
Brand consistency	Tone matches existing copy in codebase
Legal disclaimers	Financial, health claims need disclaimers

Step 6: Output Document

Write the final copy document:

## Copy Deck: [Product/Feature]

### Channel: [landing page | email | social | ad]
### Framework: [PAS | AIDA | BAB | FAB | 4Ps | Hook-Story-Offer]

[Structured copy with all elements]

### A/B Variants
[Variant tables]

### Implementation Notes
- [File paths where copy should be placed]
- [Component names to update]
- [i18n keys if applicable]

Verification Protocol

Before claiming the copy is complete:

1. Brief was completed with all required fields
2. Appropriate framework was selected for the channel
3. All required elements for the channel are present
4. At least 2 A/B variants exist for headline and CTA
5. Compliance check was performed
6. Existing copy in codebase was read for tone consistency
7. Copy is implementation-ready with file paths or component references
8. No unsubstantiated superlative claims

Anti-Rationalization

Excuse	Reality
"Good copy writes itself"	Good copy follows frameworks refined over decades. Intuition produces mediocre copy.
"We don't need A/B variants"	You can't predict what converts. Testing headlines alone can improve conversion 20-50%.
"The product sells itself"	No product sells itself. Users need to understand value before they buy. That's copy's job.
"Long copy doesn't convert"	Long copy outsells short copy when the reader is problem-aware. Match length to awareness level.
"We'll optimize copy later"	Launch copy sets the baseline. Bad copy means bad data. Start with framework-driven copy.
"Compliance doesn't apply to us"	FTC and CAN-SPAM apply to everyone. One "guaranteed" claim without proof is a legal risk.
"Just use what competitors write"	Competitor copy might not convert either. Use proven frameworks, test your own message.

Rules

1. Framework first - Never write copy without selecting a framework
2. Brief before writing - No copy without a complete brief
3. Benefits over features - Users care about outcomes, not specifications
4. One CTA per context - Each page section or email has ONE clear call to action
5. Scan existing copy - Read the codebase for tone, terminology, and brand voice before writing
6. Variants are mandatory - At least 2 headline variants and 2 CTA variants
7. Implementation-ready - Include file paths or component references, not just raw text
8. No fluff - Every sentence must earn its place. Cut filler words ruthlessly.

Output

──── /copywriting ────
Product: [product/feature]
Channel: [landing page | email | social | ad]
Framework: [PAS | AIDA | BAB | FAB | 4Ps | Hook-Story-Offer]
Audience: [target audience]

Copy Elements:
  Headlines: [N] variants
  CTAs: [N] variants
  Body sections: [N]
  Subject lines: [N] (if email)

Compliance: ✓ checked
Tone match: ✓ consistent with existing copy

──── Copy deck ready for implementation ────