| name | copywriting-patterns |
| description | Use when writing marketing copy, landing pages, email subject lines, CTAs, headlines, UX microcopy, or A/B test variants. Covers proven copywriting frameworks (AIDA, PAS, BAB, 4Ps), headline formulas, conversion-focused writing, tone and voice guidelines, and copy testing strategies. |
| user-invocable | true |
| allowed-tools | ["Read","Write","Edit","Grep","Glob"] |
Copywriting Patterns -- Frameworks, Formulas & Conversion Copy
1. Core Frameworks
AIDA -- Attention, Interest, Desire, Action
Best for structured persuasion (landing pages, ads):
A — ATTENTION: Bold headline addressing the pain. Stop the scroll.
I — INTEREST: Relevant facts, stories, or data. Show understanding.
D — DESIRE: Paint the outcome. Benefits + social proof + specificity.
A — ACTION: One clear CTA. Remove friction. Create genuine urgency.
PAS -- Problem, Agitate, Solution
Best for problem-aware but not solution-aware audiences:
P — PROBLEM: State the problem clearly in the reader's language.
A — AGITATE: Make the pain vivid. Show consequences of inaction.
S — SOLUTION: Present your solution as the relief, tied to the pain points.
BAB -- Before, After, Bridge
Best for transformation stories and case studies:
B — BEFORE: Describe the current painful state.
A — AFTER: Describe the ideal future state.
B — BRIDGE: Show how your product bridges the gap.
4Ps -- Promise, Picture, Proof, Push
Best for sales pages and product marketing:
Promise: Specific, compelling big benefit
Picture: Help the reader visualize the outcome
Proof: Evidence (data, testimonials, case studies)
Push: Reason to act now + clear CTA
PASTOR (Long-form sales)
Problem -> Amplify -> Story/Solution -> Transformation -> Offer -> Response
When to Use Which
| Framework | Best For | Audience Awareness |
|---|
| AIDA | Landing pages, ads | Varies |
| PAS | Email, blog intros | Problem-aware |
| BAB | Case studies, testimonials | Problem-aware |
| 4Ps | Feature/product pages | Solution-aware |
| PASTOR | Long-form sales pages | Unaware to problem-aware |
2. Headline Formulas
HOW-TO: "How to [outcome] without [objection]"
NUMBERED LIST: "[N] [noun] that [verb] [outcome]"
QUESTION: "Are you still [painful activity]?"
DIRECT BENEFIT: "The fastest way to [desired outcome]"
SOCIAL PROOF: "How [customer] [achieved result] in [timeframe]"
NEGATIVE: "Stop [mistake] before it [consequence]"
CURIOSITY GAP: "We analyzed [N] [things]. Here is what we found."
SPECIFIC RESULT: "[Exact result] in [exact timeframe] — here is how"
Testing: One variable at a time. Min 100 observations/variant. Run 7+ days. Winner must beat control by 10%+.
3. CTA Optimization
Rules:
- Start with a verb: "Start your free trial" not "Free trial"
- State the benefit: "Get my report" not "Submit"
- Be specific: "See pricing plans" not "Learn more"
- Reduce friction: "See it in action -- no signup needed"
- Match CTA to funnel stage: Awareness ("Read the guide") -> Decision ("Start free trial")
- One primary CTA per email. Max two CTAs per page section.
Placement: Hero section (above fold) + after social proof + bottom of page.
4. Landing Page Structure
1. HERO: Headline (benefit) + subheadline + CTA + visual
2. SOCIAL PROOF: Customer logos or key metric
3. PROBLEM: 2-3 pain points in their language
4. SOLUTION: How you solve each pain point
5. FEATURES: 3-4 feature-benefit pairs (lead with benefit)
6. TESTIMONIAL: Name, role, company + specific metric
7. HOW IT WORKS: 3-step process
8. PRICING/CTA: Pricing table or repeated CTA
9. FAQ: Top 5-7 objections, concise answers
10. FINAL CTA: Restate benefit + CTA button
Feature-Benefit Formula
[Product] has [feature] so you can [benefit], which means [outcome the reader cares about].
Objection Handling Patterns
| Objection | Response Pattern |
|---|
| "Too expensive" | Reframe as investment: "For less than the cost of one error..." |
| "No time to switch" | Address migration: "Most teams are running in 2 weeks" |
| "Too small/big" | Show range with proof: "Teams of 5 and 500 use it" |
| "What if it fails?" | Risk reversal: "Free 30 days, cancel with one click" |
| "Current system works" | Quantify hidden cost: "15 hours/month on manual work" |
5. Email Subject Lines
CURIOSITY: "The one thing your competitors are doing differently"
BENEFIT: "Cut your [process] time in half"
PERSONALIZATION: "[First name], your [month] report is ready"
URGENCY (real): "[Offer] expires [day]"
SOCIAL PROOF: "How [customer] [achieved result]"
QUESTION: "Still managing [task] in spreadsheets?"
Rules: 30-50 characters optimal. Front-load the key word. No ALL CAPS. Preview text complements, not repeats.
6. UX Microcopy
Error Messages
Formula: [What happened] + [Why] + [What to do next]
- Never blame the user. Be specific. Tell them how to fix it.
- Good: "That email is already registered. Try signing in instead."
Empty States
Formula: [What this area will contain] + [How to get started]
- Good: "No invoices yet. Create your first invoice to start tracking payments. [Create invoice]"
Confirmations
- Before: "Delete this invoice? This cannot be undone. [Cancel] [Delete invoice]"
- After: "Invoice INV-2026-00042 created and sent to john@company.com."
Button Labels
- Use verb + noun: "Save draft," "Send invoice," "Run report"
- Mark optional fields, not required ones (when most are required)
7. Tone by Channel
| Channel | Formality | Example |
|---|
| Legal/Terms | High | "The Service Provider shall..." |
| Product docs | Medium | "To create an invoice, navigate to..." |
| Blog post | Medium | "Here is a smarter way to handle..." |
| Landing page | Medium | "Get paid faster with automated..." |
| Email campaign | Low-Med | "Hi Sarah, quick update on..." |
| Social media | Low | "Month-end closing in 2 hours. Yes, really." |
| Error message | Medium | "Something went wrong. Try refreshing." |
By Audience
- Technical: Lead with specifics, use technical terms, show code, skip sales pitch
- Business: Lead with outcomes/ROI, plain language, metrics, address risk
- End Users: Lead with ease-of-use, task-oriented, before/after comparisons
8. Copy Review Checklist
Clarity: Understandable to unfamiliar reader? Every sentence necessary? No ambiguity?
Persuasion: Clear value prop? Benefits not just features? Social proof? Single clear CTA?
Voice: Tone matches channel/audience? Active voice? Varied sentence length?
SEO: Headline includes keyword? Meta description compelling? Headings structured H1>H2>H3?
Accuracy: Claims factual? Statistics sourced? Product details current? Pricing correct?
Accessibility: Inclusive language? Acronyms defined? Scannable (short paragraphs, bullets)?
