copywriting

What this skill does

# Copywriting

Conversion-focused marketing copy that is clear, compelling, and drives action across every page type.

---

## Table of Contents

- [Keywords](#keywords)
- [Quick Start](#quick-start)
- [Core Principles](#core-principles)
- [Copywriting Frameworks](#copywriting-frameworks)
- [Page Structure by Type](#page-structure-by-type)
- [Headline Formula Library](#headline-formula-library)
- [CTA Framework](#cta-framework)
- [Objection Handling in Copy](#objection-handling-in-copy)
- [Voice and Tone Calibration](#voice-and-tone-calibration)
- [Best Practices](#best-practices)
- [Integration Points](#integration-points)

---

## Keywords

copywriting, marketing copy, conversion copy, headline writing, CTA copy, landing page copy, homepage copy, pricing page copy, feature page copy, persuasive writing, value proposition, benefit-driven copy, sales copy, page copy, web copy, product copy, SaaS copy, PAS framework, AIDA framework, BAB framework, objection handling

---

## Quick Start

### Write Page Copy

1. Define the page purpose, target audience, and desired action
2. Select the appropriate page structure template
3. Write the headline using a formula from the library (generate 5 options)
4. Write each section following the structure framework
5. Add social proof, objection handling, and CTA
6. Review against the quality checklist

### Improve Existing Copy

1. Identify the page goal and target audience
2. Audit headline for specificity and benefit clarity
3. Check every feature for a corresponding benefit ("which means...")
4. Verify social proof is specific and attributed
5. Evaluate CTA for action orientation and friction level
6. Test: Would a first-time visitor understand the value in 5 seconds?

---

## Core Principles

### 1. Clarity Over Cleverness

If you have to choose between clear and creative, choose clear. A confused reader does not convert.

### 2. Benefits Over Features

Features describe what it does. Benefits describe what it means for the customer.

| Feature | Benefit |
|---------|---------|
| "Real-time analytics dashboard" | "See exactly what's working right now — no waiting for reports" |
| "AI-powered recommendations" | "Get suggestions that actually match your data, not generic advice" |
| "99.99% uptime SLA" | "Your customers never see a down page" |
| "SOC 2 Type II certified" | "Pass your enterprise security review without the 6-month scramble" |

### 3. Specificity Over Vagueness

- Vague: "Save time on your workflow"
- Specific: "Cut your weekly reporting from 4 hours to 15 minutes"
- Vague: "Trusted by thousands"
- Specific: "Used by 2,847 teams including Stripe, Notion, and Linear"

### 4. Customer Language Over Company Language

Mirror the words your customers use. Pull language from reviews, support tickets, sales calls, and interviews.

### 5. One Idea Per Section

Each section advances one argument. Build a logical flow down the page: problem > solution > proof > action.

### 6. Honest Over Sensational

Never fabricate statistics, testimonials, or claims. Exaggeration erodes trust. Specificity and honesty convert better than hype.

---

## Copywriting Frameworks

### PAS: Problem > Agitate > Solution

Best for: landing pages, email subject lines, ad copy, product pages

```
[Problem]: Name the pain in the reader's language
[Agitate]: Show what happens if they don't fix it
[Solution]: Introduce your product as the answer
```

Example:
> Your team spends 4 hours every week manually compiling reports. That is 200 hours a year — the equivalent of losing a full-time employee to spreadsheets. [Product] automates your reporting in 10 minutes. Set it once, get reports delivered every Monday morning.

### AIDA: Attention > Interest > Desire > Action

Best for: homepage, awareness campaigns, long-form sales pages

```
[Attention]: Bold statement or surprising claim
[Interest]: Expand with relevant details
[Desire]: Show proof and paint the transformation
[Action]: Clear CTA
```

### BAB: Before > After > Bridge

Best for: case studies, testimonial framing, email sequences

```
[Before]: Current painful state
[After]: Desired future state
[Bridge]: How your product gets them there
```

### 4 Ps: Promise > Picture > Proof > Push

Best for: sales pages, feature pages, product launches

```
[Promise]: State the key benefit
[Picture]: Help them visualize the outcome
[Proof]: Show evidence it works
[Push]: Call to action with urgency
```

### QUEST: Qualify > Understand > Educate > Stimulate > Transition

Best for: long-form content, webinar scripts, nurture sequences

```
[Qualify]: Identify the right audience
[Understand]: Show you get their problem
[Educate]: Teach them something valuable
[Stimulate]: Create excitement about the solution
[Transition]: Move to the ask
```

---

## Page Structure by Type

### Homepage Structure

The homepage serves multiple audiences. Lead with the broadest value proposition.

| Section | Purpose | Guidelines |
|---------|---------|------------|
| Hero | Communicate core value in 5 seconds | Headline + subheadline + primary CTA + visual |
| Social proof bar | Build instant credibility | Customer logos, review scores, or customer count |
| Problem statement | Show you understand their pain | 2-3 pain points in their language |
| Solution overview | Present your answer (3-5 key benefits) | Benefit-first, not feature-first |
| How it works | Reduce perceived complexity | 3-4 steps maximum |
| Use cases | Help different audiences see themselves | 2-3 use case tabs or sections |
| Testimonials | Proof from real customers | Named, specific, with measurable outcomes |
| Objection handling | Remove barriers | FAQ or guarantee section |
| Final CTA | Repeat the ask | Recap value + CTA + risk reversal |

### Landing Page Structure

Single message, single CTA. Everything on the page serves one conversion goal.

| Section | Purpose | Guidelines |
|---------|---------|------------|
| Hero | Match headline to traffic source | Exact message match with ad or email |
| Value proposition | One clear benefit | Subheadline expands on headline |
| Problem / Pain | Why they need this now | 2-3 bullet points of pain |
| Solution | What they get | Feature > Benefit mapping |
| Social proof | Relevant proof | Testimonial from similar customer |
| CTA | The one ask | Action verb + what they get |
| Risk reversal | Remove hesitation | Guarantee, no CC, cancel anytime |

### Pricing Page Structure

Help visitors choose the right plan. Reduce comparison anxiety.

| Section | Purpose | Guidelines |
|---------|---------|------------|
| Value summary | Remind them why before asking for money | One line connecting price to value |
| Plan comparison | Help them choose | 2-4 tiers, recommended plan highlighted |
| Feature matrix | Detailed comparison | Checkmarks with tooltips for complex features |
| FAQ | Address pricing objections | "Can I switch plans?", "What happens after trial?" |
| Social proof | Proof near the buy button | Testimonial or customer count |
| Enterprise CTA | Catch high-value prospects | "Need custom pricing? Talk to us" |

### Feature Page Structure

Connect every feature to a business outcome.

| Section | Purpose | Guidelines |
|---------|---------|------------|
| Feature hero | What it does + why it matters | Headline = outcome, subheadline = mechanism |
| Visual demo | Show it in action | Screenshot, GIF, or video |
| Benefits | Why this feature matters | 3-4 benefits with "which means..." bridges |
| Use case | Concrete scenario | "When [situation], you can [action] to [outcome]" |
| Technical details | For evaluators | Expandable section for technical specs |
| Related features | Cross-sell | Links to complementary features |
| CTA | Drive trial or demo | "Try [feature] free" or "See it in action" |

---

## Headline Formula Library

### Outcome-First Formulas

```
[Achieve outcome] without [pain point]
```
- "Build landing pages in minutes without writing code"
- "Hire senior engineers without