Copywriting

---
name: copywriting
description: >-
  Write marketing copy that converts — landing pages, ads, emails, social,
  headlines, and brand voice. Use when writing any marketing or sales copy
  beyond cold email. Triggers on: "copywriting", "write copy", "headline",
  "landing page copy", "ad copy", "marketing copy", "brand voice", "tagline",
  or any request to write persuasive marketing text.
license: MIT
compatibility: Claude Code, Codex, GitHub Copilot, Cursor, Gemini CLI, OpenCode, Goose, Hermes, Windsurf, Zed
metadata:
  version: "1.0.0"
  author: LeadMagic
  category: creative
  tags: [copywriting, marketing, conversion, brand-voice]
  frameworks: [Joanna Wiebe Copyhackers, Cialdini Persuasion, Eugene Schwartz Awareness Levels, Neville Medhora Kopywriting Kourse]
---

# 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