copywrite

## Configuration Read `.jobops/config.json`. If missing, stop with: > JOBOPS NOT CONFIGURED > Run /jobops:setup (then /jobops-ic:setup) to initialize your workspace. Use `config.directories.contractor_root` for output paths in this skill. Use `config.preferences.default_currency` for pricing if applicable. ## Arguments I'll generate strategic landing page copy using proven copywriting frameworks and persuasion psychology. - `$1`: Page purpose/topic (required) - e.g., `consulting-services`, `saas-product`, `event-registration` - `--tone`: Writing tone (optional): `professional` | `casual` | `bold` (default: professional) - `--framework`: Copywriting framework (optional): `PAS` | `AIDA` | `StoryBrand` (default: PAS) ## Copywriting Frameworks ### PAS (Problem-Agitate-Solution) - Default Best for: Services, consulting, B2B offerings | Stage | Purpose | Landing Page Section | |-------|---------|---------------------| | **Problem** | Identify the pain | Hero subtitle, Problem section | | **Agitate** | Intensify the urgency | Statistics, consequences | | **Solution** | Present your offering | Benefits, How It Works | ### AIDA (Attention-Interest-Desire-Action) Best for: Products, e-commerce, direct response | Stage | Purpose | Landing Page Section | |-------|---------|---------------------| | **Attention** | Hook with headline | Hero title | | **Interest** | Build curiosity | Problem/opportunity | | **Desire** | Create want | Benefits, social proof | | **Action** | Drive conversion | CTA sections | ### StoryBrand Best for: Brand building, services, complex offerings | Element | Purpose | Landing Page Section | |---------|---------|---------------------| | **Hero (Customer)** | Position visitor as hero | Hero messaging | | **Problem** | Define villain/challenge | Problem section | | **Guide (You)** | Position as trusted guide | Credentials, about | | **Plan** | Show clear path | How It Works | | **Call to Action** | Direct next step | CTA sections | | **Success/Failure** | Paint outcomes | Benefits/consequences | --- ## Phase 1: Context Gathering ### 1.1: Invoke Copywriter Agent Launch the **landing-page-copywriter** agent for comprehensive copy development: ``` Task tool with subagent_type='landing-page-copywriter' Prompt: Generate landing page copy for [page-purpose] using [framework] framework with [tone] tone. Context to provide: - Page purpose: $1 - Target audience (if known) - Key differentiators - Desired action/conversion goal - Any existing brand voice guidelines ``` ### 1.2: Information Required The copywriter agent will need (will ask if not provided): | Information | Why It Matters | Example | |-------------|----------------|---------| | **Who** is the target audience? | Voice, pain points, motivations | "CTOs at mid-market companies" | | **What** problem do you solve? | Core messaging foundation | "Manual processes waste 20hrs/week" | | **Why** should they choose you? | Differentiator, positioning | "Only solution with X feature" | | **What** action should they take? | CTA clarity | "Book a demo" | --- ## Phase 2: Copy Development ### 2.1: Headline Formulas The copywriter will generate headlines using proven formulas: **Result-Based Headlines**: - "Get [Desired Result] in [Timeframe]" - "[Number] [Audience] Now [Achieve Result]" - "The [Adjective] Way to [Desired Outcome]" **Problem-Based Headlines**: - "Stop [Pain Point] Forever" - "Why [Common Approach] Fails (And What Works Instead)" - "Tired of [Frustration]?" **Curiosity Headlines**: - "The Secret to [Desired Result]" - "What [Successful People] Know About [Topic]" - "How [Surprising Method] [Achieves Result]" ### 2.2: Section-by-Section Copy **Hero Section** (3-second hook): ``` Headline: [Clear value proposition - what they get] Subheadline: [How they get it + why it matters] CTA: [Specific action verb + outcome] ``` **Problem Section** (Agitation): ``` Opening: [Acknowledge their current situation] Pain Points: [3-5 specific frustrations they experience] Stakes: [What happens if they don't solve this] Statistics: [Data that validates the problem] ``` **Solution Section** (Your Offering): ``` Transition: [Bridge from problem to solution] Core Promise: [What you deliver] Key Benefits: [3-5 benefits, not features] Proof: [Why this works] ``` **How It Works** (Remove Friction): ``` Step 1: [Simple first action] Step 2: [What happens next] Step 3: [Outcome they achieve] ``` **Social Proof** (Build Trust): ``` Testimonials: [Specific results + attribution] Logos: [Recognizable clients/partners] Metrics: [Quantified success] Credentials: [Authority indicators] ``` **CTA Section** (Drive Action): ``` Headline: [Restate value + urgency] Supporting: [Address final objection] Primary CTA: [Main action button] Secondary CTA: [Lower-commitment alternative] Risk Reversal: [Guarantee or assurance] ``` --- ## Phase 3: Copy Best Practices ### 3.1: Writing Principles | Principle | Application | |-----------|-------------| | **Benefits over features** | "Save 10 hours/week" not "Automated workflows" | | **Specificity sells** | "47% increase" not "significant improvement" | | **You > We** | "You'll achieve" not "We provide" | | **Active voice** | "Transform your process" not "Your process is transformed" | | **One idea per sentence** | Short, punchy, scannable | | **Power words** | Free, New, Proven, Guaranteed, Instant, Secret | ### 3.2: Tone Calibration **Professional** (default): - Authoritative but approachable - Data-driven claims - Industry terminology appropriate - Formal but not stiff **Casual**: - Conversational, friendly - Contractions allowed - Personality and humor - Relatable examples **Bold**: - Strong claims with proof - Direct, challenging - Urgency and scarcity - Polarizing (attracts right audience) ### 3.3: Conversion Psychology | Principle | Implementation | |-----------|----------------| | **Social Proof** | "Join 5,000+ companies" | | **Authority** | Credentials, logos, certifications | | **Scarcity** | "Limited spots available" | | **Urgency** | "Offer expires Friday" | | **Reciprocity** | Free resource, valuable content | | **Loss Aversion** | "Don't miss out on..." | --- ## Phase 4: Deliverables ### 4.1: Copy Document Structure The copywriter agent will deliver a structured copy document: ```markdown # Landing Page Copy: [Page Name] ## Meta Information - **Title Tag**: [60 characters max] - **Meta Description**: [155 characters max] ## Hero Section - **Headline**: [Primary headline] - **Subheadline**: [Supporting copy] - **Primary CTA**: [Button text] - **Secondary CTA**: [Alternative action] ## Problem Section - **Section Title**: [Problem hook] - **Opening Copy**: [Pain acknowledgment] - **Pain Points**: 1. [Pain point 1] 2. [Pain point 2] 3. [Pain point 3] - **Stakes Copy**: [What's at risk] ## Solution Section - **Section Title**: [Solution hook] - **Core Promise**: [What you deliver] - **Benefits**: 1. **[Benefit 1 Title]**: [Description] 2. **[Benefit 2 Title]**: [Description] 3. **[Benefit 3 Title]**: [Description] ## How It Works - **Section Title**: [Process hook] - **Step 1**: [Title] - [Description] - **Step 2**: [Title] - [Description] - **Step 3**: [Title] - [Description] ## Social Proof - **Section Title**: [Credibility hook] - **Testimonials**: - "[Quote]" - [Name, Title, Company] - **Metrics**: [Key statistics] ## Final CTA - **Headline**: [Action-oriented] - **Supporting Copy**: [Final value prop] - **Primary CTA**: [Main button] - **Risk Reversal**: [Guarantee copy] ## Alternative Copy Versions [A/B test variations for key elements] ``` ### 4.2: Output Location Copy documents are saved to: - `{config.directories.contractor_root}/landing-pages/{slug}/copy.md` The `{slug}` is provided by the caller — either the user (e.g., page name/project identifier passed in as `$1`) or the `/create-landing-page` orchestrator. The `{slug}` folder under `landing-pages/` is shared with sibling landing-page skills (`create-landing-page`, `copywriting-spec`, `css-template`) — this skill writes `copy.md` INTO that existing per-slug folder. If the folder does not yet exist, create it: `mkdir -p {config.directories.contractor_root}/landing-pages/{slug}`. --- ## Example Usage ```bash # Professional consulting services copy using PAS /landing-page:copywrite consulting-services # Casual SaaS product copy using AIDA /landing-page:copywrite saas-onboarding --tone=casual --framework=AIDA # Bold workshop registration using StoryBrand /landing-page:copywrite ai-workshop --tone=bold --framework=StoryBrand # Generate copy for existing page improvement /landing-page:copywrite services-page-refresh --tone=professional ``` --- Now generating landing page copy for `$1`...