Copywriting
Draft and tighten short-form conversion copy—headlines, CTAs, ads, landing snippets, and emails—using PAS, AIDA, and BAB instead of guessing tone.
Overview
Copywriting is an agent skill most often used in Launch (also Validate and Grow) that structures short-form marketing copy with PAS, AIDA, and BAB for conversion-focused headlines, CTAs, ads, landing snippets, and email.
Install
npx skills add https://github.com/kostja94/marketing-skills --skill copywritingWhat is this skill?
- Maps PAS, AIDA, and BAB frameworks with a when-to-use table for direct-response vs funnel stages
- Initial assessment flow for context (ad, landing, email, CTA), goal, and ICP before writing
- Reads project-context.md Positioning, Value Proposition, and Brand & Voice when present
- Explicit handoff: long-form blog and guide bodies belong in article-content, not this skill
- Conversion-focused differentiation and formula language (PAS, AIDA, BAB) baked into triggers
- Three primary copy frameworks documented: PAS, AIDA, and BAB with a best-for matrix
Adoption & trust: 1.6k installs on skills.sh; 586 GitHub stars; 3/3 security scanners passed (skills.sh audits).
What problem does it solve?
You know what you sell but every headline, CTA, and ad line sounds generic and does not move people from scroll to click.
Who is it for?
Solo founders polishing landing hero copy, Meta/Google ad variants, or lifecycle emails before a launch or paid test.
Skip if: Full blog posts, technical docs, or deep SEO pillar articles—those should use article-content instead.
When should I use this skill?
User wants short-form marketing copy or mentions copywriting, headline, CTA, ad copy, landing page copy, PAS, AIDA, BAB, or differentiation.
What do I get? / Deliverables
You leave with framework-aligned short-form copy matched to channel, goal, and ICP—ready to paste into ads, landing sections, or emails, with long-form drafts deferred to article-content.
- Channel-specific short-form copy drafts (headlines, CTAs, ads, email snippets)
- Framework-labeled variants tied to stated goal and ICP
Recommended Skills
Journey fit
Spans multiple journey phases - primary shelf plus alternate fits below.
Launch is the canonical shelf because the skill optimizes outbound and on-site copy meant to drive awareness and conversion, which is the core job during distribution and first-touch campaigns. Distribution covers paid ads, email pushes, and campaign assets where PAS/AIDA/BAB structure matters most for solo builders with no dedicated copy team.
Where it fits
Rewrite hero, subhead, and primary CTA on a waitlist page using PAS before you turn on paid traffic.
Generate three ad headline variants and body hooks aligned to awareness vs conversion goals.
Draft a win-back email sequence with BAB framing for churned trial users.
How it compares
Use for formula-driven short copy instead of asking the agent for one-off clever lines without funnel structure.
Common Questions / FAQ
Who is copywriting for?
Indie builders and small teams who ship their own landing pages, ads, and emails and want PAS, AIDA, or BAB structure without hiring a conversion copywriter.
When should I use copywriting?
During Validate when tightening landing page hero and CTA copy; at Launch for ad and campaign creative; and in Grow for retention and promo emails—whenever the deliverable is short-form conversion text, not a long article.
Is copywriting safe to install?
It is procedural marketing guidance with no required broker or payment APIs; review the Security Audits panel on this Prism page before installing from any third-party skill repo.
SKILL.md
READMESKILL.md - Copywriting
# 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