conversion-copywriting

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---
name: conversion-copywriting
description: "Write copy that gets a \"yes\" using Joanna Wiebe's research-first, Voice of Customer methodology Use when: **Writing landing pages, emails, or sales pages** that need measurable conversion results; **Starting a new copy project** and need a systematic process to follow; **Struggling with what to write** and staring at a blank page; **Wanting to prove ROI** to clients with data-backed decisions; **Improving existing copy** through validation and testing"
license: MIT
metadata:
  author: ClawFu
  version: 1.0.0
  mcp-server: "@clawfu/mcp-skills"
---

# Conversion Copywriting - Data-Driven Copy That Converts

> Write copy that gets a "yes" using Joanna Wiebe's research-first, Voice of Customer methodology

## When to Use This Skill

- **Writing landing pages, emails, or sales pages** that need measurable conversion results
- **Starting a new copy project** and need a systematic process to follow
- **Struggling with what to write** and staring at a blank page
- **Wanting to prove ROI** to clients with data-backed decisions
- **Improving existing copy** through validation and testing
- **Training yourself or your team** on professional copywriting methodology

## Methodology Foundation

| Aspect | Details |
|--------|---------|
| **Source** | Copyhackers, Copy School |
| **Expert** | Joanna Wiebe - Creator of the term "conversion copywriting," founder of Copyhackers |
| **Core Principle** | "Conversion copywriting is data-driven copy that gets prospects to say yes. It's a science-based process that determines what to write and how to write it." |


## What Claude Does vs What You Decide

| Claude Does | You Decide |
|-------------|------------|
| Structures production workflow | Final creative direction |
| Suggests technical approaches | Equipment and tool choices |
| Creates templates and checklists | Quality standards |
| Identifies best practices | Brand/voice decisions |
| Generates script outlines | Final script approval |

## What This Skill Does

This skill transforms copywriting from a guessing game into a systematic, data-driven process. Instead of staring at a blank page and hoping inspiration strikes, you'll:

1. **Research first** - Find your messages in customer language, not your imagination
2. **Listen more than write** - Let Voice of Customer (VOC) data do the heavy lifting
3. **Validate before launching** - Test copy before committing fully
4. **Measure everything** - Know what's working and why

The result: Copy that converts because it says what customers actually want to hear, in the words they already use.

## How to Use

### Prompt Examples

```
Guide me through the conversion copywriting process for my [landing page/email/sales page].
Start with research questions I should answer before writing.
```

```
Help me extract Voice of Customer data from these customer reviews for my [product].
Identify the strongest messages and organize them into a hierarchy.
```

```
I have this VOC data: [paste data]. Turn it into copy for a [page type]
using the Copyhackers methodology.
```

```
Create a wireframe outline for my [landing page] that organizes these messages:
[list messages]. Include awareness stage transitions and CTA placement.
```

```
Run the 7 Sweeps editing process on this copy: [paste copy].
Start with the Clarity Sweep and work through all seven.
```

## Instructions

### The 3-Part Process Overview

```
┌─────────────────────────────────────────────────────────────┐
│  1. RESEARCH & DISCOVERY  │  2. WRITE, WIREFRAME, EDIT  │  3. VALIDATE & TEST  │
│      (Biggest phase)      │      (Synthesis phase)      │   (Proof phase)      │
└─────────────────────────────────────────────────────────────┘
```

No phase is optional. Even if a client says "just write," you still need research.

---

### Part 1: Research & Discovery

> "If research is not the biggest part of the work, 99% of the time it means you're doing it wrong."

**Goal**: Find your messages in custome