Write copy that converts. Use when writing landing pages, emails, sales copy, headlines, CTAs, social posts, cold emails, or any persuasive text. Triggers on 'copy', 'copywriting', 'sales copy', 'landing page copy', 'cold email', 'headlines', 'write me a page', 'make this convert', 'rewrite this copy', or any request involving persuasive writing. Three modes: Generate (write from scratch), Edit (improve existing copy with Seven Sweeps), Cold Email (outbound sequences). If someone has text that needs to sell harder, this is the skill.
Write copy that converts. Use when writing landing pages, emails, sales copy, headlines, CTAs, social posts, cold emails, or any persuasive text. Triggers on 'copy', 'copywriting', 'sales copy', 'landing page copy', 'cold email', 'headlines', 'write me a page', 'make this convert', 'rewrite this copy', or any request involving persuasive writing. Three modes: Generate (write from scratch), Edit (improve existing copy with Seven Sweeps), Cold Email (outbound sequences). If someone has text that needs to sell harder, this is the skill.
["write copy","landing page","sales copy","headlines","punch this up","score this copy","cold email","cold outreach","prospecting email","edit this copy","review my copy","copy sweep","proofread","tighten this up"]
Note: Examples below use fictional brands (Acme, Lumi, Helm). Replace with your own brand context.
Direct Response Copy
Here's what separates copy that converts from copy that just exists: the good stuff sounds like a person talking to you. Not a marketing team. Not a guru. Not a robot. A person who figured something out and wants to share it.
That's what this skill does. It writes copy that feels natural while deploying the persuasion principles that actually work. The reader shouldn't notice the technique. They should just find themselves nodding along and clicking the button.
Modes
This skill operates in three modes. Select based on what the user needs:
"edit this copy," "review my copy," "tighten this up," "copy sweep," "proofread"
On Activation
Read brand/voice-profile.md if it exists — match tone, vocabulary, rhythm
Read brand/positioning.md if it exists — use the chosen angle as the copy's foundation
Read brand/audience.md if it exists — match awareness level to headline approach
Read brand/creative-kit.md if it exists — visual consistency for landing pages
If brand/ does not exist, proceed without it. This skill works standalone.
Read brand/landscape.md if it exists — check the Claims Blacklist before making ecosystem or competitive claims. If stale (>14 days) or missing, warn that market claims may be outdated.
Check marketing/campaigns/ for existing copy — if found, ask: revise, add new, or start fresh?
The Core Principle
Write like you're explaining to a smart friend who's skeptical but curious. Back up every claim with specifics. Make the transformation viscerally clear.
Brand Integration
Brand files shape every piece of copy:
voice-profile.md → Tone, vocabulary, rhythm. If voice is casual/founder-led, use contractions, fragments, first person. If professional/corporate, complete sentences, third person. Copy that doesn't match voice fails regardless of technique.
positioning.md → The chosen angle becomes the copy's foundation. Every headline, every CTA, every proof point reinforces the positioning angle. Don't drift.
audience.md → Awareness level determines headline approach (see Schwartz's 5 Levels in references). Pain points become the "agitate" section. Language from the persona goes directly into copy.
creative-kit.md → Visual consistency for landing pages. Color palette, imagery style, layout preferences.
Mode: Generate (Default)
Execution Flow
Follow this sequence for every Generate task:
Establish format — What are we writing? (table below)
Identify awareness level — Match to Schwartz's 5 Levels (see references)
Generate 5-10 headline variants — Using different frameworks
Write opening lines — Match format and awareness level
Write body copy — Follow the full sequence for the format
Apply the So What? Chain — Feature → Functional → Financial → Emotional
Solution — What the product does, framed as transformation
Proof — Testimonials with specific outcomes
Objections — FAQ or "fit/not fit" section
Offer — Pricing with value justification
Urgency — Only if authentic
Final CTA — Benefit-oriented, friction reducers below
The So What? Chain
For every feature, ask "so what?" until you hit something emotional or financial:
Feature → Functional → Financial → Emotional
Write from the bottom of the chain. Not "saves 4 hours" but "close your laptop at 5pm instead of 9pm."
Pain Quantification
Don't just describe pain. Do the math:
"4 hrs setting up emails + 6 hrs designing a landing page + 4 hrs for Stripe webhooks = 22+ hours of headaches. There's an easier way."
Body Copy Variants
Generate at least 2 variants for landing/sales pages:
Variant A (Control): Strongest primary angle, most proven framework
Variant B (Contrarian): Counterintuitive take, pattern interrupt
Variant C (Proof-Led): Opens with strongest evidence, no warmup
CTAs
Weak
Strong
"Sign Up"
"Get ShipFast"
"Learn More"
"See the exact template I used"
"Subscribe"
"Send me the first lesson free"
Below the CTA: [Risk reversal] + [Social proof] + [Speed/ease]
Flow Techniques
Bucket brigades: "Here's the thing:" / "Turns out" / "The result?"
Vary paragraph length: Short. Then medium with more context. Then short again.
Open loops: Tease without revealing, close within 1-3 paragraphs
Short first sentences: "It's simple." Low friction to start.
Mode: Cold-Email
B2B cold outreach that sounds like it came from a sharp, thoughtful human, not a sales machine.
Before Writing
Understand the situation:
Who are you writing to? — Role, company, why them specifically
What do you want? — Meeting, reply, intro, demo
What's the value? — The specific problem you solve for people like them
What's your proof? — A result, case study, credibility signal
Research signals? — Funding, hiring, LinkedIn posts, company news, tech stack
Writing Principles
Write like a peer, not a vendor. Use contractions. Read it aloud. If it sounds like marketing copy, rewrite it.
Every sentence must earn its place. Cold email is ruthlessly short. Under 75 words = 83% more replies.
Personalization must connect to the problem. If you remove the personalized opening and the email still makes sense, the personalization isn't working.
Lead with their world, not yours. "You/your" dominates over "I/we."
Phrases: "In today's fast-paced world..." / "It's important to note..." / "Whether you're a... or a..." / "Let's dive in"
Punctuation: Too many em-dashes (limit 1-2 per piece). Long sentences with 4+ commas. Every paragraph same length.
Voice: Passive throughout. No "I" or "you." Hedging: "some may find," "can potentially." No contractions.
Real humans use contractions, write fragments sometimes, have opinions without hedging, and make unexpected word choices.
Worked Example
Landing page hero — Generate mode
Before (generic): 'The best verified meal delivery platform'
After (positioned):
Headline: Order verified-source food you actually trust.
Subhead: Every restaurant on Acme is verified by certified source inspectors. Not algorithms. Not self-reported labels. Real people checking real kitchens.
CTA: Find verified-source restaurants near me →
Scoring: Hook (9/10) — specific trust angle. Clarity (8/10) — one idea per line. CTA (9/10) — benefit-focused, not 'Sign Up'.
A/B Testing Suggestions
After generating copy, suggest 3-5 tests:
Headlines (HIGH) — Direct Benefit vs Story vs Curiosity Gap. +15-50% CTR difference.
Opening line (HIGH) — Story vs Direct challenge vs Specific result. +10-30% scroll depth.
CTA copy (MEDIUM) — Benefit-oriented vs command. +5-20% CTR.
Proof structure (MEDIUM) — Testimonial-first vs data-first. +5-15% conversion.
Length (LOW) — Short vs long, depends on awareness level. +5-25% conversion.
File Output
Write completed copy to marketing/campaigns/{campaign-name}/:
