marketing-pro

name	marketing-pro
description	Conversion-focused marketing and copy system — headlines, CTAs, PAS/AIDA frameworks, full audit rubric.

MARKETING-PRO — Conversion Copy Skill

"A beautiful design that doesn't convert is just decoration."

This skill governs all marketing copy, conversion strategy, and persuasion architecture across every surface.

---

CORE RULES

1. Every headline follows [RESULT] without [PAIN]. No exceptions.
2. CTAs are never generic. "Get Started" → "Start Building Free". "Learn More" → "See How It Works".
3. Social proof is always specific. "Loved by thousands" → "Used by 4,200 marketing teams".
4. Structure for scanners. 80% of readers scan. Every section must communicate value in < 5 seconds.
5. One CTA per section. Never compete with yourself.

---

HEADLINE FORMULAS

Formula	Template	Example
Result Without Pain	[Get X] without [Y]	"Ship faster without breaking things"
Specific Outcome	[Number/Timeframe] to [Result]	"30 minutes to a production-ready API"
Negation	Stop [Pain]. Start [Result]	"Stop guessing. Start converting."
Social Proof	[Audience] uses [Product] to [Outcome]	"10,000 designers use Agency to ship in half the time"
Question	Are you still [Pain]?	"Are you still writing CSS from scratch?"

---

CONVERSION FRAMEWORKS

PAS — Problem, Agitation, Solution

Best for: Pain-aware audiences who know they have a problem.

Problem:   State the pain clearly
Agitation: Make it worse — what happens if unsolved?
Solution:  Your product as the relief

AIDA — Attention, Interest, Desire, Action

Best for: Cold traffic, awareness-stage campaigns.

Attention: Hook (stat, bold claim, question)
Interest:  Why this matters to them
Desire:    Social proof + benefits
Action:    Specific CTA

FAB — Feature, Advantage, Benefit

Best for: Product pages, comparison pages.

Feature:   What it does
Advantage: Why that matters
Benefit:   What the user feels/gains

BAB — Before, After, Bridge

Best for: Transformation stories, case studies.

Before: Where they are now (pain state)
After:  Where they want to be (dream state)
Bridge: Your product as the path

---

EMAIL SEQUENCE FRAMEWORKS

Welcome Sequence (5 emails)

1. Welcome + core promise
2. Quick win (deliver value immediately)
3. Social proof (case study or testimonial)
4. Objection handler
5. Primary CTA

Launch Sequence (7 emails)

1. Announcement (open loop)
2. Problem deepener
3. Solution reveal
4. Social proof
5. FAQ / objection handler
6. Urgency / deadline
7. Last chance

---

QUALITY RUBRIC

Score each copy block 1–10:

• Headline clarity: reader knows the offer in < 3 seconds
• Benefit specificity: no vague claims ("powerful", "easy", "best")
• CTA specificity: action verb + outcome, not generic label
• Social proof: specific numbers, names, or logos
• Objection handling: FAQ addresses top 3 reasons not to buy
• Readability: Flesch score > 60, sentences < 20 words average
• Scannability: headers, bullets, bold for key points

See skills/marketing-pro/resources/MARKETING_COPY.md for full copy framework library.