copywriting

Copywriting

Overview

Copywriting is salesmanship in print. Every word either moves the reader toward action or gives them a reason to leave. This skill covers conversion copywriting: headlines that stop the scroll, body copy that builds desire, and CTAs that convert. Draws from the best practitioners in the field.

When to Use

• "Write landing page copy"
• "Create ad headlines"
• "Write email marketing copy"
• "Craft a tagline"
• "Improve our messaging"
• "Write social media captions"
• "Rewrite this to convert better"

Authoritative Foundations

• Joanna Wiebe (Copyhackers) — conversion copywriting. Start with the prospect's problem, not your product. "What's in it for me?" answered in the first 3 seconds.
• Eugene Schwartz — 5 awareness levels: Unaware, Problem-Aware, Solution-Aware, Product-Aware, Most Aware. Match copy to awareness.
• Robert Cialdini — 7 persuasion principles: reciprocity, commitment, social proof, authority, liking, scarcity, unity.
• Neville Medhora (Kopywriting Kourse) — practical frameworks. AIDA, PAS, features-to-benefits transformation.

Step-by-Step Process

Phase 1: Intake

Who is the audience? What awareness level? What's the desired action? What's the primary objection? What's the proof?

Phase 2: Framework Selection

• AIDA: Attention → Interest → Desire → Action (universal)
• PAS: Problem → Agitation → Solution (pain-first)
• BAB: Before → After → Bridge (transformation story)
• 4Ps: Promise → Picture → Proof → Push (direct response)
• Features-to-Benefits: "This does X" → "So you can Y"

Phase 3: Headline Writing

Headlines do 80% of the work. Rules: specific > clever, benefit > feature, under 15 words, no jargon. Test multiple variants. The best headline makes the reader think "tell me more."

Phase 4: Body Copy

Lead with the problem. Show you understand. Prove you can solve it. End with a single clear action. Write like you talk — read it aloud. If it sounds like marketing, rewrite it.

Output Format

Copy deliverable with headline variants, body copy, CTA options, and framework annotation explaining why each choice was made.

Quality Check

Before delivering, verify:

• All required sections are complete
• Output matches the user's stated need
• Named frameworks are cited for key recommendations
• No vague claims — every recommendation has a specific action
• Deliverable is ready for operational use, not just conceptual

Common Pitfalls

1. Writing for everyone — copy that appeals to "business leaders" appeals to no one. Write for one specific person.
2. Feature lists without benefits — "10GB storage" meaningless. "Store 50,000 photos without worrying about space" meaningful.
3. Multiple CTAs — each additional CTA reduces conversion. One action per piece of copy.
4. Jargon — "leverage synergistic solutions" convinces no one. Simple, clear, specific wins.

Execution Artifacts

• references/framework-notes.md — named frameworks, citation anchors, and operating assumptions
• templates/output-template.md — copy-paste deliverable structure for the user
• scripts/check-output.py — local checklist validator for required sections This skill includes lightweight artifacts the agent can load on demand: Use the artifacts when the user asks for an implementation-ready deliverable, a repeatable workflow, or a quality check rather than generic advice.

Implementation Depth

Use this section when the user asks for a finished asset, not a high-level explanation.

Diagnostic Questions

1. What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led?
2. Which ICP tier is the output for: small business, mid-market, enterprise, or mixed?
3. What proof is available today: customer stories, usage data, third-party validation, screenshots, or none?
4. What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow?
5. What decision will the user make from this output: launch, prioritize, route, rewrite, score, coach, or measure?

Framework Application

Map the recommendation explicitly to the named frameworks in this skill:

• Joanna Wiebe Copyhackers: apply only the part that directly improves the requested deliverable.
• Cialdini Persuasion: apply only the part that directly improves the requested deliverable.
• Eugene Schwartz Awareness Levels: apply only the part that directly improves the requested deliverable.
• Neville Medhora Kopywriting Kourse: apply only the part that directly improves the requested deliverable.

Deliverable Standard

A strong output from this skill includes:

• A crisp diagnosis of the current situation
• A recommended path with tradeoffs, not a generic list
• A concrete artifact the user can use immediately: table, script, checklist, scorecard, sequence, dashboard spec, or implementation plan
• A measurement plan with leading and lagging indicators
• Risks and edge cases called out before execution

Adaptation Rules

• For small business: reduce complexity, shorten time-to-value, and prioritize owner/operator clarity.
• For mid-market: include workflow ownership, handoffs, integrations, and enablement assets.
• For enterprise: include governance, risk, procurement, stakeholder mapping, and proof requirements.

Related Skills

• cold-email-copywriting: Cold email-specific frameworks
• landing-pages: Landing page copy with CRO
• social-media-strategy: Social media copy formats