Skill: Copywriting
When to activate
When the user asks to write, edit, or improve any marketing copy, landing pages, ads, headlines, taglines, or promotional content.
Core Frameworks
PAS (Problem-Agitate-Solve)
- •Problem: Name the specific pain point
- •Agitate: Make the reader feel the cost of not solving it
- •Solve: Present your solution as the clear fix
AIDA (Attention-Interest-Desire-Action)
- •Attention: Hook with a bold claim or surprising fact
- •Interest: Explain why this matters to them specifically
- •Desire: Show what life looks like after the solution
- •Action: Clear, single CTA
Before-After-Bridge
- •Before: The world with the problem
- •After: The world without it
- •Bridge: How to get there (your product/solution)
Writing Rules
- •Lead with the benefit, not the feature
- •One idea per sentence
- •Use "you" more than "we"
- •Specifics beat generalities ("Save 4 hours/week" > "Save time")
- •Cut every word that doesn't earn its place
- •Read it out loud — if you stumble, rewrite it
- •Every piece of copy needs exactly one CTA
Headlines
- •Use numbers when possible ("5 ways to..." outperforms "How to...")
- •Address the reader directly
- •Create curiosity without being clickbait
- •Keep under 10 words for headlines, under 50 characters for subject lines
CTAs
- •Start with a verb
- •Make the value clear ("Get the free template" > "Submit")
- •Create urgency only when genuine
- •One CTA per page/email/post — never compete with yourself