copywriting

name	copywriting
description	Copywriting expertise — framework selection (PAS, AIDA, BAB, FAB, 4Ps), format specs, brand voice adaptation, conversion quality signals for hero copy, ad copy, email, and landing pages
allowed-tools	Read

Copywriting Skill

Expertise in writing copy that converts — not copy that sounds good. The difference: converting copy is written for a specific reader at a specific awareness level with a single desired action. Generic copy is written for everyone and converts no one.

How to Use This Skill

1. Read config.yaml for framework specs and format limits — these are hard constraints
2. Read workflows/framework-selection.dot to choose the right framework for the context
3. Apply the framework to the brief, constrained by format_specs
4. Adapt tone using tone_axes values from .marketing/brand.md if available

Framework Selection

The DOT graph in workflows/framework-selection.dot is the decision tree. The short version:

• Cold audience, pain-driven: PAS — lead with the problem they already feel
• Solution-aware, any format: AIDA — hook them, build desire, one CTA
• Transformation / testimonial: BAB — before is where they are, after is where they want to be
• Feature announcement: FAB — features are facts, benefits are why they care
• Long-form / high-ticket: 4Ps — picture the scenario, promise the outcome, prove it works, push to act

Brand Voice Adaptation

Before writing, read .marketing/brand.md for tone axis scores. Map to copy style:

• formal_casual <= 2: full sentences, no contractions, no slang
• formal_casual >= 4: contractions OK, conversational asides, shorter sentences
• rational_emotional <= 2: lead with data, outcomes quantified, no adjectives
• rational_emotional >= 4: sensory language, identity-based framing ("people like you"), metaphors
• conservative_bold <= 2: expected benefit claims, safe CTAs ("Learn more")
• conservative_bold >= 4: pattern-interrupt headlines, contrarian claims (back with proof)

If .marketing/brand.md absent: ask the user for the three tone axis scores before writing.

Conversion Quality Signals

Copy likely to convert:

• Headline answers "what's in it for me" in <= 7 words
• Reader can identify themselves in the first sentence
• One CTA, not three
• Benefit stated before feature

Copy that won't convert:

• "We are [company], we do [thing]" openers — reader doesn't care yet
• Adjectives without proof ("world-class", "best-in-class", "revolutionary")
• CTA that says "Submit" or "Click here"
• Social proof missing or buried below fold

Output Structure

Per config.yaml format_specs:

• Hero copy -> .marketing/copy/hero.md
• Ad copy -> .marketing/copy/ads.md (3 variants per format_specs)
• Email -> .marketing/copy/email.md (subject + body, references email-sequence skill)
• Landing page -> .marketing/copy/landing.md

Common Rationalizations

Rationalization	Reality
"We'll write copy after the product is done"	Copy IS the product for the first 90 days. It determines whether anyone clicks to see the product.
"Our audience is sophisticated — they want detail, not short copy"	Short copy fails when it's vague. Long copy fails when it's padded. Length follows complexity of the ask.
"PAS feels too salesy"	PAS is just empathy structured: "I see your problem, here's why it matters, here's what fixes it."
"We can't A/B test copy yet"	Write 3 headline variants by default. Pick one to run now, keep the others for later. Cost is minutes.