| name | copywriting |
| description | Write marketing copy that converts — landing pages, ads, emails, social, headlines, and brand voice. Use when writing any marketing or sales copy beyond cold email. Triggers on: "copywriting", "write copy", "headline", "landing page copy", "ad copy", "marketing copy", "brand voice", "tagline", or any request to write persuasive marketing text. |
| license | MIT |
| compatibility | Claude Code, Jesse, Codex, Hermes, Windsurf, OpenCode, Gemini CLI, Copilot, Zed, VS Code, Goose |
| metadata | {"version":"1.0.0","author":"LeadMagic","category":"creative","tags":["copywriting","marketing","conversion","brand-voice"],"frameworks":["Joanna Wiebe Copyhackers","Cialdini Persuasion","Eugene Schwartz Awareness Levels","Neville Medhora Kopywriting Kourse"]} |
Copywriting
Overview
Copywriting is salesmanship in print. Every word either moves the reader
toward action or gives them a reason to leave. This skill covers conversion
copywriting: headlines that stop the scroll, body copy that builds desire,
and CTAs that convert. Draws from the best practitioners in the field.
When to Use
- "Write landing page copy"
- "Create ad headlines"
- "Write email marketing copy"
- "Craft a tagline"
- "Improve our messaging"
- "Write social media captions"
- "Rewrite this to convert better"
Authoritative Foundations
- Joanna Wiebe (Copyhackers) — conversion copywriting. Start with the
prospect's problem, not your product. "What's in it for me?" answered
in the first 3 seconds.
- Eugene Schwartz — 5 awareness levels: Unaware, Problem-Aware,
Solution-Aware, Product-Aware, Most Aware. Match copy to awareness.
- Robert Cialdini — 7 persuasion principles: reciprocity, commitment,
social proof, authority, liking, scarcity, unity.
- Neville Medhora (Kopywriting Kourse) — practical frameworks. AIDA,
PAS, features-to-benefits transformation.
Step-by-Step Process
Phase 1: Intake
Who is the audience? What awareness level? What's the desired action?
What's the primary objection? What's the proof?
Phase 2: Framework Selection
- AIDA: Attention → Interest → Desire → Action (universal)
- PAS: Problem → Agitation → Solution (pain-first)
- BAB: Before → After → Bridge (transformation story)
- 4Ps: Promise → Picture → Proof → Push (direct response)
- Features-to-Benefits: "This does X" → "So you can Y"
Phase 3: Headline Writing
Headlines do 80% of the work. Rules: specific > clever, benefit > feature,
under 15 words, no jargon. Test multiple variants. The best headline makes
the reader think "tell me more."
Phase 4: Body Copy
Lead with the problem. Show you understand. Prove you can solve it. End
with a single clear action. Write like you talk — read it aloud. If it
sounds like marketing, rewrite it.
Output Format
Copy deliverable with headline variants, body copy, CTA options, and
framework annotation explaining why each choice was made.
Quality Check
Before delivering, verify:
Common Pitfalls
- Writing for everyone — copy that appeals to "business leaders"
appeals to no one. Write for one specific person.
- Feature lists without benefits — "10GB storage" meaningless.
"Store 50,000 photos without worrying about space" meaningful.
- Multiple CTAs — each additional CTA reduces conversion. One
action per piece of copy.
- Jargon — "leverage synergistic solutions" convinces no one.
Simple, clear, specific wins.
Execution Artifacts
references/framework-notes.md — named frameworks, citation anchors, and operating assumptionstemplates/output-template.md — copy-paste deliverable structure for the userscripts/check-output.py — local checklist validator for required sections
This skill includes lightweight artifacts the agent can load on demand:
Use the artifacts when the user asks for an implementation-ready deliverable, a repeatable workflow, or a quality check rather than generic advice.
Implementation Depth
Use this section when the user asks for a finished asset, not a high-level explanation.
Diagnostic Questions
- What is the primary motion: founder-led, sales-led, product-led, partner-led, or lifecycle-led?
- Which ICP tier is the output for: small business, mid-market, enterprise, or mixed?
- What proof is available today: customer stories, usage data, third-party validation, screenshots, or none?
- What system will execute the work: CRM, sequencer, warehouse, support desk, product analytics, or manual workflow?
- What decision will the user make from this output: launch, prioritize, route, rewrite, score, coach, or measure?
Framework Application
Map the recommendation explicitly to the named frameworks in this skill:
- Joanna Wiebe Copyhackers: apply only the part that directly improves the requested deliverable.
- Cialdini Persuasion: apply only the part that directly improves the requested deliverable.
- Eugene Schwartz Awareness Levels: apply only the part that directly improves the requested deliverable.
- Neville Medhora Kopywriting Kourse: apply only the part that directly improves the requested deliverable.
Deliverable Standard
A strong output from this skill includes:
- A crisp diagnosis of the current situation
- A recommended path with tradeoffs, not a generic list
- A concrete artifact the user can use immediately: table, script, checklist, scorecard, sequence, dashboard spec, or implementation plan
- A measurement plan with leading and lagging indicators
- Risks and edge cases called out before execution
Adaptation Rules
- For small business: reduce complexity, shorten time-to-value, and prioritize owner/operator clarity.
- For mid-market: include workflow ownership, handoffs, integrations, and enablement assets.
- For enterprise: include governance, risk, procurement, stakeholder mapping, and proof requirements.
Related Skills
- cold-email-copywriting: Cold email-specific frameworks
- landing-pages: Landing page copy with CRO
- social-media-strategy: Social media copy formats
