Copywriting
- 3.1k installs
- 787 repo stars
- Updated June 9, 2026
- kostja94/marketing-skills
copywriting is an agent skill that writes short-form marketing copy using PAS, AIDA, BAB, and headline formulas for ads, landing pages, emails, and CTAs.
About
copywriting is an agent skill for short-form conversion copy across ads, landing pages, emails, and CTAs, deferring long-form article bodies to article-content. Initial assessment reads project-context positioning and brand voice when present, then identifies context, goal, and audience ICP. Framework tables document PAS problem-agitation-solution for direct response, AIDA for story-driven funnels, BAB before-after-bridge for transformations, FAB for product pages, and four U's for headlines. Headline formulas include how-to outcomes, numbered ways, problem-solution hooks, and before-after promises with rules to front-load keywords, stay under sixty characters for SERP, and add information gain instead of repeating competitors. Context guidance maps ad copy to platform limits, landing pages to above-fold value props, emails to subject and preview lines, and CTAs to value-focused action verbs avoiding Submit. Output format recommends a framework choice, two to three headline variants, body structure, CTA options, and A/B test ideas. Marketers reach for it when optimizing headlines, ad hooks, landing hero copy, or email subject lines with PAS, AIDA, or BAB structure.
- Frameworks include PAS, AIDA, BAB, FAB, and four U's for headlines and body structure.
- Headline formulas cover how-to, numbered ways, problem-solution, and before-after patterns.
- Context table maps ad, landing page, email, and CTA copy to related generator skills.
- Information gain rule demands unique angles instead of restating competitor promises.
- Defers long-form article bodies to article-content while owning short conversion copy.
Copywriting by the numbers
- 3,088 all-time installs (skills.sh)
- +123 installs in the week ending Jul 29, 2026 (Skillselion tracking)
- Ranked #198 of 1,879 Marketing & SEO skills by installs in the Skillselion catalog
- Security screen: LOW risk (skills.sh audit)
- Data as of Jul 31, 2026 (Skillselion catalog sync)
copywriting capabilities & compatibility
- Capabilities
- pas aida bab framework selection · headline formula generation · cta and ad copy best practices · ad to landing promise alignment checks
- Use cases
- copywriting · marketing · seo
What copywriting says it does
Problem → Agitation → Solution
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| Installs | 3.1k |
|---|---|
| repo stars | ★ 787 |
| Security audit | 3 / 3 scanners passed |
| Last updated | June 9, 2026 |
| Repository | kostja94/marketing-skills ↗ |
How do I write conversion-focused headlines, ad copy, and CTAs with a clear framework instead of generic marketing fluff?
Write and optimize short-form marketing copy using PAS, AIDA, BAB, and headline formulas for ads, landing pages, emails, and CTAs.
Who is it for?
Marketers optimizing ads, landing pages, emails, and CTAs who need PAS, AIDA, or BAB structured short copy.
Skip if: Skip for long-form blog article bodies, which should use article-content instead of this skill.
When should I use this skill?
User asks for copywriting, headlines, CTA copy, ad copy, landing page copy, or mentions PAS, AIDA, or BAB formulas.
What you get
Framework-backed headline variants, body structure, CTA options, and optional A/B test suggestions aligned to audience and goal.
- Headlines
- CTA variants
- Ad and email copy drafts
By the numbers
- Skill version 1.2.0
- Includes PAS, AIDA, and BAB copy frameworks
Files
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 |
| 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-content, article-page-generator |
Ad copy vs Landing page copy
| Element | Ad | Landing Page |
|---|---|---|
| Promise | Must match page headline | Same promise; expand on it |
| Length | Concise; platform limits | Enough to explain value |
| CTA | Click-through; "Learn More" | Conversion; "Start Free Trial" |
Avoid: Ad promise not visible on page; mismatch increases bounce.
CTA Copy Best Practices
- Value-focused: "Start Free Trial" not "Submit"
- Action verb: "Get," "Try," "Download," "Join"
- Specific: "Get Your Free Audit" not "Click Here"
- A/B test: Color, copy, placement, size
Output Format
- Framework (PAS, AIDA, BAB) recommendation
- Headline options (2–3 variants)
- Body copy structure
- CTA copy options
- A/B test suggestions (if applicable)
Related Skills
- article-content: Article body creation; applies PAS, AIDA, BAB to long-form; headline formulas for article titles
- landing-page-generator: Landing page copy and structure
- hero-generator: Hero headline, subheadline, CTA
- cta-generator: CTA design and copy
- paid-ads-strategy: Ad copy frameworks (PAS, BAB, Social Proof)
- email-marketing: Email subject lines, body copy
- branding: Brand voice, tone consistency
Related skills
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Viral Short FormQuickly generate high-retention hooks, scripts, and outlines for TikTok, Reels, YouTube Shorts, and carousels.132k67Viral HooksWrite and critique viral hooks for short-form video opening sequences.123k67Viral Captions And CtasOptimize social media captions and CTAs for viral short-form video reach and saves.123k67Viral Youtube ShortsWrite and diagnose YouTube Shorts for Shorts Feed and long-form funnel.123k67How it compares
Use copywriting for launch CTAs and ads; switch to article-content for long-form SEO blog bodies.
FAQ
Which copywriting frameworks does the skill support?
PAS, AIDA, BAB, FAB, and the four U's for headlines, each mapped to best-fit contexts like direct response or story-driven ads.
When should I use article-content instead?
Use article-content for long-form blog posts and guides; copywriting covers short ads, landing pages, emails, and CTAs.
Is Copywriting safe to install?
skills.sh reports 3 of 3 security scanners passed. Review the Security Audits panel on this page before installing in production.