copywriting

name	copywriting
description	Write high-converting marketing copy for web pages — headlines, CTAs, benefit-focused copy, page structures, tone guidelines, and A/B testing strategies.
metadata	{"openclaw":{"emoji":"✍️","source":"https://github.com/coreyhaines31/marketingskills"}}

Copywriting Skill

When to use

• Writing landing page copy, headlines, CTAs
• Creating email sequences, ad copy, social posts
• Reviewing and improving existing marketing copy
• Structuring pages for conversion

Headline formulas

1. [Benefit] without [pain]: "Scale your team without the hiring headaches"
2. [Number] [audience] use [product] to [outcome]: "10,000+ teams ship faster with X"
3. How [audience] [achieves goal]: "How top SaaS teams cut churn by 40%"
4. [Question that triggers curiosity]: "What if onboarding took 5 minutes?"
5. [Bold claim + proof]: "The fastest way to build landing pages. 200+ templates."

CTA rules

• Action verb + benefit: "Start saving time", "Get your free report"
• First person: "Start my free trial" > "Start your free trial"
• Urgency when real: "Join 500 teams this week" (not fake scarcity)
• Reduce friction: "No credit card required", "Free forever plan"

Copy structure (AIDA)

1. Attention: Headline that hooks
2. Interest: Subheadline with context
3. Desire: Benefits, social proof, outcomes
4. Action: Clear CTA with reduced risk

Benefit writing

• ❌ Feature: "Real-time collaboration engine"
• ✅ Benefit: "Edit together, ship faster — no more version conflicts"
• Formula: "[What it does] so you can [outcome]"

Tone guidelines

• Conversational: Write like you talk, not like a manual
• Specific: Numbers > adjectives ("40% faster" > "much faster")
• Short sentences: Average 12-15 words
• Active voice: "We built X" > "X was built by us"

Common pitfalls

• Feature-dumping without benefits
• Multiple CTAs competing for attention
• Vague claims without proof
• Writing for everyone (talk to one persona)

Tips for AI Agents

• Always ask about the target audience and single desired action.
• Write 3-5 headline variations for A/B testing.
• Default to benefit-first, not feature-first copy.