lander-copy

name	lander-copy
description	Generate RMBC-structured landing page copy — mobile-first, conversion-optimized, with value-stack pricing and full page architecture.
model	sonnet
user-invocable	true

lander-copy

Purpose

Generate complete landing page copy structured around RMBC principles. Landing pages are where traffic converts — every element must earn its place. Mobile-first is non-negotiable: 80-90% of DTC traffic arrives on phones. This skill outputs full page copy with section-by-section structure, ready for a designer or page builder. Enforces value-comparison pricing (anchor high, reveal real price as contrast) and includes all conversion elements: social proof, guarantee, FAQ, and multiple CTAs.

Inputs

Input	Required	Description
product_description	Yes	What the product is, what it does, key features/ingredients/components
target_audience	Yes	Who the prospect is — demographics, pain points, desires, sophistication level
price_point	Yes	Product price, payment plans, and any discounts
traffic_source	Yes	Where traffic comes from: paid_social, native, search, email, organic
key_mechanism	Yes	The product's unique mechanism (output from /mechanism-ideation)
guarantee	No	Money-back guarantee details (default: assume 60-day guarantee)
proof_points	No	Testimonials, reviews, clinical data, media mentions
page_type	No	One of: long_form (full sales page), short_form (squeeze/lead gen), hybrid (default: long_form)

Execution Protocol

Step 1 — Load Framework Context

Read rmbc-context/SKILL.md to load RMBC framework definitions. Landing pages deploy RMBC in a scrollable format — each section maps to a phase: Research informs audience targeting and proof selection, Mechanism drives the core value proposition, Brief structures the page architecture, Copy executes each section.

Step 2 — Define Page Architecture

Map sections based on page_type:

Long Form (Full Sales Page)

Section	Mobile Screens	Purpose
Hero	1	Headline + subhead + CTA + hero image
Problem	1-2	Agitate pain, build urgency
Failed Solutions	1	Disqualify alternatives
Mechanism Reveal	2-3	Introduce unique mechanism with visual
Features → Benefits	2-3	Translate features into outcomes
Social Proof Block 1	1-2	Testimonials or case studies
Value Stack	1-2	List everything they get with anchor pricing
Price Reveal	1	Contrast anchor vs actual price
Guarantee	1	Risk reversal
Social Proof Block 2	1	Additional proof (different type from Block 1)
FAQ	1-2	Handle remaining objections
Final CTA	1	Restate offer, guarantee, urgency

Short Form (Squeeze/Lead Gen)

Hero → Problem (brief) → Solution Promise → CTA → Social Proof → CTA

Step 3 — Write Each Section

Rules for all sections:

• One idea per mobile screen. If a section runs long, break it into sub-sections.
• Headlines for every section. Scanners read headlines only — each must standalone.
• CTAs appear 3+ times on long-form pages (hero, mid-page, final).
• Value stack must anchor high. Total perceived value should be 5-10x the actual price.
• Price reveal uses contrast framing. "Not $297... not $197... just $97 today."

Section-specific guidance:

• Hero: Headline states the outcome. Subhead names the mechanism. CTA is visible without scrolling.
• Problem: Use prospect's own language. Be specific — name the frustration, the cost, the emotional toll.
• Mechanism: Explain WHY this works, not just WHAT it does. Use analogy or metaphor.
• Features → Benefits: 3-column or icon grid. Each feature gets a "which means..." benefit translation.
• Social Proof: Mix types — testimonial quotes, star ratings, logos, numbers ("10,000+ customers").
• FAQ: 5-7 questions. Each answer is a disguised objection handler.

Step 4 — Traffic Source Alignment

Adjust copy tone and structure for traffic source:

• Paid Social: Hook-heavy hero, shorter sections, more visual cues
• Native: Editorial tone in hero, softer sell, more proof
• Search: Intent-matched headline, features prominent, comparison-friendly
• Email: Assumes pre-awareness, can skip problem section, go straight to offer
• Organic: SEO-friendly headlines, longer mechanism section, educational tone

Output Format

## Landing Page: [Product Name]

**Page Type:** [long_form | short_form | hybrid]
**Traffic Source:** [source]
**Price:** [price point]
**Guarantee:** [guarantee summary]

---

### SECTION 1: HERO
**Headline:** [headline]
**Subhead:** [subhead]
**CTA Button:** [button text]
**Supporting text:** [1-2 lines below CTA]

---

### SECTION 2: PROBLEM
**Section Headline:** [headline]
[Copy — 100-200 words]

---

[...continue for each section...]

---

### VALUE STACK

| What You Get | Value |
|-------------|-------|
| [Item 1] | $XX |
| [Item 2] | $XX |
| [Item 3 — Bonus] | $XX |
| **Total Value** | **$XXX** |
| **Today's Price** | **$XX** |

---

## Page Summary

- **Total sections:** X
- **Estimated word count:** X,XXX
- **CTA placements:** 3 (hero, mid-page, final)
- **Mobile screens:** ~XX

Quality Criteria

• Hero headline must communicate the core outcome in under 10 words

• No section should require more than 2 thumb-scrolls on mobile

• Value stack total must be 5-10x the actual price — if not, add bonuses

• Every CTA button must use action language ("Get [Result] Now"), never generic ("Submit", "Click Here")

• FAQ must address price objection, skepticism objection, and "is this for me?" objection

• Social proof must appear before AND after the price reveal

• Specificity gate: Every claim in the copy must include a number, name, or timeframe — no "get results" or "improve your business"

• Mechanism quantification: When referencing the mechanism, include at least one specific data point (number, timeframe, study reference)

• Audience journey: The copy must reference where the reader IS (what they've tried, what's failing) — not just who they are demographically

• Proof diversity: Use at least 2 different proof types (testimonial, statistical, authority, case study) — do not rely on a single proof mode

• Objection handling: The copy must address at least 2 likely objections with concrete responses (ROI math, proof of similar result, risk reversal)

Related Skills

• Run /mechanism-ideation for the core mechanism
• Run /hook-battery for hero headline options
• Run /lead-writer for alternative hero section approaches
• Drive traffic to this page from /advertorial-writer or /email-promo
• Validate with /rmbc-copy-audit

Attribution

Generated using RMBC framework by Stefan Georgi. Learn more: copyaccelerator.com/join