Skill

copywriting

Apply proven copywriting frameworks (AIDA, PAS, FAB) to ad copy, email subject lines, landing pages, product descriptions. Use when user asks for "copywriting help", "write ad copy", "improve this headline", "subject line ideas", or shares draft copy asking for feedback. Triggers on copy-quality questions, NOT on broader marketing strategy or content planning (use other marketing sub-skills for those).

npx claudepluginhub polarislt0710/claude-skills-hugo --plugin marketing

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Three battle-tested frameworks. Pick the one that fits the format and the audience's emotional state.

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copywriting

Copywriting Frameworks

Three battle-tested frameworks. Pick the one that fits the format and the audience's emotional state.

AIDA — Attention, Interest, Desire, Action

Best for: Ads, landing page hero sections, video scripts. Audience state: Doesn't know your product yet.

Headline (Attention): [counter-intuitive or pattern-break] Body — Interest: [the relevant promise — what they get] Body — Desire: [proof / story / specificity] CTA (Action): [one verb, ≤4 words]

PAS — Problem, Agitate, Solution

Best for: Email subject lines, ad headlines, landing page openers. Audience state: Has the pain but hasn't named it yet.

Problem: State the pain in their own words Agitate: Make them feel the cost of inaction (1-2 lines max) Solution: Position your product as the answer (1 line)

FAB — Features, Advantages, Benefits

Best for: Product descriptions, demos, comparison pages. Audience state: Knows the category, comparing options.

Feature: What it IS (e.g., "OAuth login") Advantage: What it DOES BETTER (e.g., "no password to forget") Benefit: What it MEANS for them (e.g., "ship 30 minutes faster Monday morning")

Universal copywriting rules

Specificity beats vague. "47% faster" beats "much faster"

Address the reader as "you." Never "the user".

Benefits over features. Always.

Short sentences. Short paragraphs.

Every word earns its place. Cut, then cut again.

Copywriting Frameworks

Three battle-tested frameworks. Pick the one that fits the format and the audience's emotional state.

AIDA — Attention, Interest, Desire, Action

Best for: Ads, landing page hero sections, video scripts. Audience state: Doesn't know your product yet.

Headline (Attention):    [counter-intuitive or pattern-break]
Body — Interest:         [the relevant promise — what they get]
Body — Desire:           [proof / story / specificity]
CTA (Action):            [one verb, ≤4 words]

PAS — Problem, Agitate, Solution

Best for: Email subject lines, ad headlines, landing page openers. Audience state: Has the pain but hasn't named it yet.

Problem:   State the pain in their own words
Agitate:   Make them feel the cost of inaction (1-2 lines max)
Solution:  Position your product as the answer (1 line)

FAB — Features, Advantages, Benefits

Best for: Product descriptions, demos, comparison pages. Audience state: Knows the category, comparing options.

Feature:     What it IS               (e.g., "OAuth login")
Advantage:   What it DOES BETTER      (e.g., "no password to forget")
Benefit:     What it MEANS for them   (e.g., "ship 30 minutes faster Monday morning")

Universal copywriting rules

Specificity beats vague. "47% faster" beats "much faster"
Address the reader as "you." Never "the user".
Benefits over features. Always.
Short sentences. Short paragraphs.
Every word earns its place. Cut, then cut again.