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copywriting skill

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This skill helps you craft high-converting copy using proven formulas, templates, and writing styles for headlines, emails, landing pages, and CTAs.

npx playbooks add skill jjuidev/jss --skill copywriting

Review the files below or copy the command above to add this skill to your agents.

Files (15)

SKILL.md

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---
name: copywriting
description: Conversion copywriting formulas, headline templates, email copy patterns, landing page structures, CTA optimization, and writing style extraction. Activate for writing high-converting copy, crafting headlines, email campaigns, landing pages, or applying custom writing styles from assets/writing-styles/ directory.
license: MIT
---

# Copywriting

Formulas, templates, patterns, and writing styles for high-converting copy.

## When to Use

- Writing headlines/subject lines, landing page copy, email campaigns
- Social posts, product descriptions, CTA optimization, A/B variations
- Applying custom writing styles from user documents

## Writing Styles

Load: `references/writing-styles.md` | Full catalog: `assets/writing-styles/default.md` (50 styles)

**Extract styles from multi-format files:**
```bash
python .claude/skills/copywriting/scripts/extract-writing-styles.py --list        # List files
python .claude/skills/copywriting/scripts/extract-writing-styles.py --style <name> # Extract style
```

**Formats:** `.md` `.txt` `.pdf` `.docx` `.xlsx` `.pptx` `.jpg` `.png` `.mp4` (docs/media need `GEMINI_API_KEY`)

## Copy Formulas

Load: `references/copy-formulas.md`

| Formula | Structure | Best For |
|---------|-----------|----------|
| AIDA | Attention → Interest → Desire → Action | Landing pages, ads |
| PAS | Problem → Agitate → Solution | Email, sales pages |
| BAB | Before → After → Bridge | Testimonials, case studies |
| 4Ps | Promise → Picture → Proof → Push | Long-form sales |
| 4Us | Urgent + Unique + Useful + Ultra-specific | Headlines |
| FAB | Feature → Advantage → Benefit | Product descriptions |

## Headlines

Load: `references/headline-templates.md`

Patterns: "How to [X] without [Y]" • "[Number] ways to [benefit]" • "The secret to [outcome]" • "Why [belief] is wrong"

## Email Copy

Load: `references/email-copy.md`

Subject lines: Curiosity gap • Benefit-driven • Question • Urgency

## Landing Pages & CTAs

Load: `references/landing-page-copy.md` | `references/cta-patterns.md`

Hero: Headline (promise) → Subheadline (how) → CTA (action) → Social proof
CTAs: "Start [verb]ing" • "Get [benefit]" • "Yes, I want [benefit]"

## Workflows

| Workflow | Purpose | Use When |
|----------|---------|----------|
| `references/workflow-cro.md` | CRO optimization (25 principles) | Conversion optimization requests |
| `references/workflow-enhance.md` | Copy enhancement | Improving existing copy |
| `references/workflow-fast.md` | Quick copy generation | Simple, time-sensitive requests |
| `references/workflow-good.md` | Quality copy with research | High-stakes content |

## References

| File | Purpose |
|------|---------|
| `references/writing-styles.md` | 30 writing styles quick reference |
| `references/copy-formulas.md` | AIDA, PAS, BAB, 4Ps, FAB formulas |
| `references/headline-templates.md` | Headline patterns & templates |
| `references/email-copy.md` | Email copy patterns |
| `references/landing-page-copy.md` | Landing page structure |
| `references/cta-patterns.md` | CTA optimization |
| `references/power-words.md` | Power words by emotion |
| `references/social-media-copy.md` | Platform-specific copy |
| `scripts/extract-writing-styles.py` | Extract styles from multi-format files |
| `templates/copy-brief.md` | Creative brief template |

## Agent Integration

**Primary:** copywriter | **Related:** brand-guidelines, content-marketing, email-marketing

## Best Practices

1. Lead with benefit, not feature | 2. One CTA per piece
3. Specificity > vague claims | 4. Read aloud—if awkward, rewrite
5. Test headlines first | 6. Match copy to awareness level

Overview

This skill provides conversion-focused copywriting formulas, headline templates, email patterns, landing page structures, CTA optimization, and writing-style extraction. Use it to generate high-converting headlines, emails, landing pages, and to apply a custom brand voice from supplied style assets. It combines proven frameworks with practical patterns to speed up testing and iteration.

How this skill works

Select a conversion goal and the desired formula (AIDA, PAS, BAB, 4Ps, 4Us, FAB) to create structured copy tailored to that goal. Choose or extract a writing style to match brand voice, then generate headline options, subject lines, body copy, CTAs, and A/B variations. Use workflows for quick drafts, quality-first copy, or CRO-focused optimization depending on the stakes.

When to use it

Writing headlines, subject lines, or email campaigns that must convert
Building hero sections and full landing pages with clear CTAs
Optimizing CTAs and creating A/B test variations
Drafting product descriptions, social posts, and short-form ads
Applying a custom writing style from brand materials

Best practices

Lead with benefit, not features—start with the outcome the reader cares about
Use one clear CTA per asset and make the action explicit and benefit-driven
Be specific and measurable—replace vague claims with concrete proof
Test headlines and subject lines first; small lifts compound over many sends
Match tone and complexity to audience awareness and the funnel stage

Example use cases

Generate 10 headline variants using the 4Us formula for a paid ad
Draft a 3-email onboarding sequence using PAS and BAB templates
Create a landing page hero: promise, subheadline, CTA, and social proof
Produce subject-line tests: curiosity, benefit-driven, question, urgency
Extract brand voice from uploaded documents and apply it across emails

FAQ

Which formula should I pick for a product launch?

Use AIDA or 4Ps for longer launch pages and PAS for email sequences that address objections.

How many headline variants should I test?

Start with 5–10 strong variants and prioritize those that differ in angle (benefit, urgency, curiosity).