| name | copywriting-core |
| description | ARCHIVE REFERENCE ONLY. Superseded by active `campaign-page-copy` skill. Use this as inspiration, not for invocation in the orchestrated flow. |
Copywriting Core (Landing Page & Ads)
This skill acts as a Master Direct Response Copywriter. It creates the definitive "Sales Letter" for the product. It does not just describe features; it dismantles objections, future-paces the user's life, and stacks value to make the purchase inevitable.
Input Variables
- [BRAND_BIBLE]: The strategic core (Voice, Persona, MDS, "False Trade-off").
- [PRODUCT_BIBLE]: The technical core (Specs, Feature-Benefit Chains, Ecosystem).
- [COMPETITOR_DATA]: The intelligence core (Review Gaps, Weaknesses).
The Protocol (The 30-Step Persuasion Architecture)
You must execute this sequence linearly. Do not summarize. Treat each step as a distinct creative block.
Phase 1: The Attention Arrest (Above the Fold)
Goal: Stop the scroll. Earn the next 5 seconds.
- Step 1 (The Qualifier): Write a "Pre-Headline" that calls out the specific
[PERSONA_NAME] (e.g., "For the Board Gamer Who Travels").
- Step 2 (The Hero Headline): Construct the Master Headline using the "Identity + Benefit" formula from the
[BRAND_BIBLE]. It must promise a transformation.
- Step 3 (The Subhead - Logic): Sentence 1: Explain how it works (The Mechanism). Sentence 2: Explain why it matters (The Emotional Outcome).
- Step 4 (The Trust Anchors): Define 3 "Micro-Trust" bullets to sit under the CTA (e.g., "Lifetime Warranty," "Ships Worldwide," "Funded in 2 Hours").
- Step 5 (The Visual Cue): Describe the "Hero Image" needed here. What is the product doing? What emotion is the model showing?
Phase 2: The Agitation (The "Old World")
Goal: Make the current reality painful.
- Step 6 (The "Bleeding Neck" Narrative): Describe the core frustration identified in
[PERSONA_DATA]. Use visceral language.
- Step 7 (The Failed Alternatives): Explicitly call out the "Category Alternatives" from the
[BRAND_BIBLE] (e.g., "Stop struggling with [ALT_1] and [ALT_2]").
- Step 8 (The "Review Gap" Attack): Leverage
[COMPETITOR_DATA]. Mention the specific failures of competitors without naming them (e.g., "Most bags rip at the seams because they use cheap 300D nylon...").
- Step 9 (The Pivot): Introduce the "False Trade-off." "You've been forced to choose between X and Y."
- Step 10 (The Revelation): Introduce
[PRODUCT_NAME] as the "New Mechanism" that breaks the trade-off.
Phase 3: The Demonstration (The "New World")
Goal: Prove the solution logically.
- Step 11 (The "Big Why" Logic): Explain the core philosophy of the product. Why does it exist?
- Step 12 (Feature Stacking - The "Hero"): Take the Top 5 Features from
[PRODUCT_BIBLE]. For EACH, write a "Feature-Benefit-Emotion" triad.
- Step 13 (The Technical Deep Dive): Write a "Nerdy" section for the analytical buyer. List the specific materials (from
[PRODUCT_BIBLE]), dimensions, and specs.
- Step 14 (The Ecosystem Pitch): (If applicable) Pitch the accessories/add-ons defined in the Product Bible. How do they enhance the Hero?
- Step 15 (The "Unboxing" Simulation): Describe exactly what is in the box. Make it feel valuable.
Phase 4: The Social Validation (Authority)
Goal: Remove the risk of being the "first."
- Step 16 (The "As Seen In"): List placeholder media outlets that match the
[BRAND_BIBLE] ethos (e.g., "TechCrunch," "Dice Tower").
- Step 17 (The Voice Match Testimonials): Write 3 hypothetical reviews. Constraint: They must use the slang/lingo defined in the Voice Persona.
- Step 18 (The "Pro" Endorsement): Simulate a quote from an "Authority Figure" (e.g., A Pro Gamer, A Teacher).
- Step 19 (The User Count): (Hypothetical) "Join X,XXX backers."
- Step 20 (The Visual Proof): Describe the "User Generated Content" images needed (e.g., "GIF of water pouring off the fabric").
Phase 5: The "Risk Reversal" (Objection Handling)
Goal: Kill the doubts.
- Step 21 (The FAQ Matrix): Take the top 6 "Doubts" from
[BRAND_BIBLE] (Judgments section). Convert them into specific Q&A items.
- Step 22 (The "Apples to Apples" Table): Create a comparison table: Us vs. Competitor A vs. Competitor B. Mark us as the clear winner.
- Step 23 (The Warranty Protocol): Write the specific guarantee policy (e.g., "Lifetime Repair," "30-Day Money Back"). Make it bold.
- Step 24 (The Shipping Clarity): Explicitly address shipping timelines (from
[PRODUCT_BIBLE] compliance section).
- Step 25 (The Privacy/Safety Promise): (If tech) Reiterate the privacy guardrails.
Phase 6: The Final Offer (The Close)
Goal: Trigger the action.
- Step 26 (The Stack): Summarize everything they get (Hero + Accessories + Warranty + Community).
- Step 27 (The Price Anchor): Show the Retail Value (MRP) vs. the Backer Price. Show the specific dollar savings.
- Step 28 (The Scarcity/Urgency): Define the limit (e.g., "Limited Launch Batch").
- Step 29 (The Final CTA): Write the button text. It must be action-oriented (e.g., "Secure My Deal").
- Step 30 (The P.S.): Write a post-script reminding them of the pain of not buying (The Agitation loop).
Output Instructions
Compile this massive 30-step output into templates/landing-page-copy.md. Ensure the tone is consistent, the formatting is clean, and every variable is correctly populated.
