Copywriting

---
skill_id: marketing-copywriting
name: Copy Frameworks
version: 1.0.0
parent: marketing
office: CMO
reads_first: MARKETING-CONTEXT.md
triggers:
  - headline
  - copy
  - tagline
  - CTA
  - messaging
  - AIDA
  - PAS
  - StoryBrand
  - sales copy
  - ad copy
  - direct response
---

# Copy Frameworks

> **Before starting:** Read `MARKETING-CONTEXT.md` in this domain for product, ICP, and positioning context.

## What This Skill Does

Produces high-converting copy using proven direct-response frameworks. Every piece of copy is grounded in the ICP's pain points, desired outcomes, and the product's positioning -- never generic filler. Applies persuasion psychology (Cialdini, Fogg, Kahneman) to word choice, structure, and CTA placement.

## Key Questions to Ask

1. What is this copy for? (landing page, ad, email, social, sales page)
2. Who is reading it and where are they in the funnel? (cold, warm, hot)
3. What is the single desired action after reading?
4. What is the biggest objection the reader has right now?
5. What proof do we have? (metrics, testimonials, case studies)

## Framework / Approach

### AIDA (Attention - Interest - Desire - Action)
Best for: landing pages, long-form sales pages, product descriptions
1. **Attention** -- Pattern-interrupt headline that calls out the ICP
2. **Interest** -- Expand the problem; show you understand their world
3. **Desire** -- Paint the after-state; stack benefits; provide proof
4. **Action** -- Single, clear CTA with urgency or risk reversal

### PAS (Problem - Agitate - Solve)
Best for: short-form ads, email subject lines, social posts
1. **Problem** -- Name the specific pain (use their words)
2. **Agitate** -- Amplify the cost of inaction
3. **Solve** -- Present your product as the inevitable solution

### Before-After-Bridge (BAB)
Best for: case studies, testimonials, transformation narratives
1. **Before** -- Describe life without the solution
2. **After** -- Describe life with it (specific, measurable)
3. **Bridge** -- Show how to get from Before to After

### StoryBrand (Donald Miller)
Best for: brand messaging, website copy, elevator pitches
1. **Character** -- The customer is the hero (not your product)
2. **Problem** -- External, internal, and philosophical problem
3. **Guide** -- Your brand as the guide (empathy + authority)
4. **Plan** -- Give them a simple 3-step plan
5. **Call to Action** -- Direct CTA + transitional CTA
6. **Failure** -- What happens if they don't act
7. **Success** -- What happens when they do

### Copy Principles (apply to all frameworks)
- Lead with the outcome, not the feature
- Use concrete numbers over vague claims
- Write at a 6th-grade reading level (Flesch-Kincaid)
- One idea per sentence, one CTA per section
- Use the ICP's own language (from reviews, interviews, support tickets)

## Output Format

```markdown
## Copy Brief: [Asset Name]

### Context
- Asset type: [landing page / ad / email / social]
- Funnel stage: [awareness / consideration / conversion]
- Framework used: [AIDA / PAS / BAB / StoryBrand]

### Copy

[The actual copy, formatted for the target medium]

### Rationale
- Headline approach: [why this angle]
- Proof elements used: [what evidence supports claims]
- CTA logic: [why this action, why now]

### Variants (if applicable)
- Variant A: [different headline angle]
- Variant B: [different proof element]
```

## Related Skills
- `cro` -- testing and optimizing copy in context
- `email-sequences` -- copy for email campaigns
- `positioning` -- messaging foundation that copy builds on
- `content-strategy` -- editorial voice consistency

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