| 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
- Every headline follows [RESULT] without [PAIN]. No exceptions.
- CTAs are never generic. "Get Started" → "Start Building Free". "Learn More" → "See How It Works".
- Social proof is always specific. "Loved by thousands" → "Used by 4,200 marketing teams".
- Structure for scanners. 80% of readers scan. Every section must communicate value in < 5 seconds.
- 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)
- Welcome + core promise
- Quick win (deliver value immediately)
- Social proof (case study or testimonial)
- Objection handler
- Primary CTA
Launch Sequence (7 emails)
- Announcement (open loop)
- Problem deepener
- Solution reveal
- Social proof
- FAQ / objection handler
- Urgency / deadline
- Last chance
QUALITY RUBRIC
Score each copy block 1–10:
See skills/marketing-pro/resources/MARKETING_COPY.md for full copy framework library.
