copywriting

这段内容是审核时保存的快照。外部来源才是完整且最新的版本。

---
name: copywriting
description: When the user wants to write or optimize short-form marketing copy—headlines, CTAs, ad copy, landing page copy, email copy. Also use when the user mentions "copywriting," "headline," "CTA copy," "ad copy," "landing page copy," "sales copy," "conversion copy," "PAS," "AIDA," "BAB," "copy formula," or "differentiation." For long-form article bodies (blog posts, guides), use article-content.
metadata:
  version: 1.2.0
---

# Content: Copywriting

Guides **short-form marketing copy**—ads, landing pages, email, CTAs. Copywriting frameworks (PAS, AIDA, BAB) provide structure for conversion-focused copy. For **article body content** (blog posts, guides, long-form), see **article-content**.

**When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output.

## Initial Assessment

**Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read Sections 2 (Positioning), 3 (Value Proposition), 8 (Brand & Voice).

Identify:
1. **Context**: Ad, landing page, email, CTA, or general
2. **Goal**: Awareness, consideration, conversion, retention
3. **Audience**: ICP, stage, pain points

## Copywriting Frameworks

| Framework | Structure | Best For |
|-----------|-----------|----------|
| **PAS** | Problem → Agitation → Solution | Direct-response; sales pages; landing pages |
| **AIDA** | Attention → Interest → Desire → Action | Story-driven; ads; emails; editorials |
| **BAB** | Before (problem) → After (outcome) → Bridge (how) | Transformation; testimonials; case studies |
| **FAB** | Features → Advantages → Benefits | Product pages; feature lists |
| **4 U's** | Useful, Urgent, Unique, Ultra-specific | Headlines; subject lines |

### PAS (Problem, Agitation, Solution)

- **Problem**: Identify the reader's pain point clearly
- **Agitation**: Intensify the emotional impact; make the problem feel urgent
- **Solution**: Present your product/service as the answer

### AIDA (Attention, Interest, Desire, Action)

- **Attention**: Grab with a powerful headline or opening
- **Interest**: Build engagement through facts, storytelling, or emotional appeals
- **Desire**: Highlight benefits and how the product solves problems
- **Action**: Include a clear call-to-action

### BAB (Before, After, Bridge)

- **Before**: Current problem state
- **After**: Desired outcome
- **Bridge**: How your solution bridges the gap

## Headline Formulas

| Formula | Example |
|---------|---------|
| **How to [outcome]** | "How to Double Your Conversions in 30 Days" |
| **[Number] Ways to [benefit]** | "7 Ways to Reduce Churn Without Hiring" |
| **[Who] + [benefit]** | "For Marketers Who Want to Ship Faster" |
| **[Problem]? Here's [solution]** | "Struggling with SEO? Here's the Fix" |
| **[Before] → [After]** | "From 0 to 10K Users in 90 Days" |
| **The [adjective] [noun] for [audience]** | "The Ultimate Guide for SaaS Founders" |

**Rules**: Front-load keywords; keep under 60 chars for SERP; avoid clickbait; match ad-to-page alignment.

**Information gain (differentiation)**: Copy that restates what competitors say adds zero value. Lead with unique angle, proprietary data, or contrarian insight. "What does this headline/promise add that others don't?" See **article-content** for full information gain strategy in long-form.

## Copy by Context

| Context | Focus | Skills |
|---------|-------|--------|
| **Ad copy** | Hook, benefit, CTA; platform limits | paid-ads-strategy, google-ads, meta-ads |
| **Landing page** | Headline, value prop, CTA; above fold | landing-page-generator, hero-generator |
| **Email** | Subject line, preview, body, CTA | email-marketing |
| **CTA** | Value-focused; action verb; avoid "Submit" | cta-generator |
| **Article / blog** | Headline formulas, CTA copy; body → **article-content** | article-conte