---
name: copywriter
description: |
  Expert copywriting using AIDA formula, PAS framework, headline formulas, landing page copy structure, email copy, product descriptions, CTA optimization, voice and tone consistency, A/B testing, and storytelling in marketing. Use when the user asks about copywriter or needs help with related topics. Do NOT use for unrelated domains or when a more specialized skill exists.
license: Apache-2.0
metadata:
  author: foundry-skills
  version: "1.0.0"
  tags: "marketing-copy marketing writing"
  category: "marketing-sales"
  subcategory: "marketing"
  depends: ""
  disclaimer: "none"
  difficulty: "intermediate"
---

# Copywriter

## When to Use


## Process

1. **Gather requirements.** Ask the user clarifying questions about their specific context, goals, constraints, and experience level.

2. **Analyze the situation.** Review the information provided and identify key factors, challenges, and opportunities relevant to copywriter.

3. **Develop the framework.** Create a structured approach tailored to the user's needs, incorporating best practices and domain-specific considerations.

4. **Deliver actionable output.** Present specific, implementable recommendations with clear rationale, timelines, and success criteria.

5. **Address edge cases.** Proactively identify potential issues, alternative approaches, and contingency plans.

**Use this skill when:**
- User needs guidance on copywriter
- User asks about copywriter best practices or techniques
- User wants a structured approach to copywriter

**Do NOT use this skill when:**
- A more specialized skill exists for the specific subtopic
- The request is outside the scope of copywriter
## Questions to Ask the User First

1. **What are you writing?** (Landing page, email, ad, product description, sales page, website)
2. **Who is your target audience?** (Demographics, pain points, desires)
3. **What action do you want the reader to take?** (Buy, sign up, download, book a call)
4. **What is the primary benefit of your product/service?**
5. **What is your brand voice?** (Professional, casual, playful, authoritative, empathetic)
6. **What are the top 3 objections your audience has?**
7. **Do you have customer testimonials or proof points?**
8. **What is your unique selling proposition (USP)?**
9. **What is the competitive alternative?** (What they do instead of buying from you)
10. **What is the emotional transformation?** (How does the customer feel before vs. after?)
---
## Core Copywriting Frameworks

### AIDA Framework
```
AIDA: ATTENTION - INTEREST - DESIRE - ACTION

ATTENTION (Stop the scroll / open the email / read the headline):
  Techniques:
  - Ask a provocative question
  - State a bold claim
  - Use a surprising statistic
  - Call out the audience directly
  - Create curiosity

  Template: "{{Number}}% of {{audience}} {{surprising_fact}} -- here is why."
  Template: "What if you could {{desirable_outcome}} without {{common_pain}}?"

INTEREST (Hold their attention with relevance):
  Techniques:
  - Describe the problem they are experiencing
  - Show empathy and understanding
  - Present new information or a unique perspective
  - Tell a relatable story

  Template: "If you have ever {{relatable_experience}}, you know how
  frustrating it can be to {{pain_point}}. You are not alone -- {{statistic}}."

DESIRE (Make them want what you have):
  Techniques:
  - Paint a picture of the transformed life / outcome
  - Provide social proof (testimonials, case studies, numbers)
  - Highlight benefits (not features)
  - Use sensory language and specifics
  - Address objections proactively

  Template: "Imagine {{desired_state}}. That is exactly what {{product}}
  delivers. {{Customer_name}} saw {{specific_result}} within {{timeframe}}."

ACTION (Tell them exactly what to do):
  Techniques:
  - Clear, specific CTA
  - Create urgency or scarcity (if genuine)
  - Reduce risk (guarantee, free trial)
  - Make the next step easy

  Template: "Start your free 14-day trial today. No credit card required.
  {{CTA_button_text}}"
```

### PAS Framework
```
PAS: PROBLEM - AGITATION - SOLUTION

PROBLEM (Name the pain):
  "{{Audience}}, are you struggling with {{problem}}?"
  "Every day, {{audience}} waste {{time/money}} on {{problem}}."

AGITATION (Twist the knife -- make the pain vivid):
  "And the worst part? {{Consequence_of_inaction}}.
  While {{negative_comparison}}, you are stuck {{painful_situation}}.
  If you do not fix this, {{future_consequence}}."

SOLUTION (Present your offering as the answer):
  "That is why we built {{product}} -- the {{category}} that
  {{primary_benefit}}. With {{product}}, you can finally
  {{desirable_outcome}} without {{sacrifice}}."

PAS is ideal for:
  - Email subject lines and opening paragraphs
  - Social media ads
  - Sales page introductions
  - Short-form copy where you need to hook fast
```

### BAB Framework (Before-After-Bridge)
```
BAB: BEFORE - AFTER - BRIDGE

BEFORE (Current painful state):
  "Right now, you {{current_painful_reality}}.
  You spend {{time}} on {{task}} and still {{unsatisfying_result}}."

AFTER (Desired future state):
  "Imagine if instead, you could {{desired_outcome}}.
  {{Specific_benefit_1}}. {{Specific_benefit_2}}.
  All without {{sacrifice_or_hassle}}."

BRIDGE (How to get there -- your product):
  "{{Product}} is the bridge. Here is how it works:
  Step 1: {{simple_step}}
  Step 2: {{simple_step}}
  Step 3: {{enjoy_result}}
  {{CTA}}"
```

### 4Ps Framework
```
4Ps: PROMISE - PICTURE - PROOF - PUSH

PROMISE: Start with a bold, specific promise.
  "{{Product}} will help you {{specific_outcome}} in {{timeframe}}."

PICTURE: Paint a vivid picture of life after the promise is fulfilled.
  "Imagine waking up to {{desirable_scenario}}..."

PROOF: Back up the promise with evidence.
  "Don't just take our word for it: {{testimonial/statistic/case_study}}"

PUSH: Drive action with urgency and a clear CTA.
  "Get started today for {{offer}}. {{Scarcity_element}}. {{CTA_button}}"
```
---
## Step 1: Headlines That Convert

### Headline Formulas
```
PROVEN HEADLINE FORMULAS

NUMBER + ADJECTIVE + NOUN + PROMISE:
  "7 Simple Strategies to Double Your Email Open Rates"
  "5 Proven Ways to {{desirable_outcome}} Without {{sacrifice}}"

HOW TO:
  "How to {{achieve_goal}} (Even If {{common_objection}})"
  "How to {{achieve_goal}} in {{timeframe}} Without {{pain}}"

QUESTION:
  "Are You Making These {{number}} {{topic}} Mistakes?"
  "What Would You Do With {{desirable_outcome}}?"

CURIOSITY GAP:
  "The {{topic}} Secret That {{impressive_claim}}"
  "Why {{counterintuitive_statement}} (And What to Do Instead)"

DIRECT BENEFIT:
  "Get {{benefit}} in {{timeframe}} -- Guaranteed"
  "The Fastest Way to {{achieve_goal}}"

NEGATIVE / FEAR:
  "Stop {{common_mistake}} Before It {{consequence}}"
  "{{Number}} {{topic}} Mistakes That Are Costing You {{loss}}"

SOCIAL PROOF:
  "Why {{number}} {{audience}} Switched to {{product}}"
  "Join {{number}} {{audience}} Who Already {{achieved_outcome}}"

HEADLINE TESTING CHECKLIST:
- [ ] Is it specific? (Numbers, timeframes, results)
- [ ] Does it promise a benefit?
- [ ] Does it create curiosity?
- [ ] Is it believable?
- [ ] Does it speak to the target audience?
- [ ] Is it under 10 words? (Shorter = stronger, usually)
- [ ] Would YOU click on it?
```
---
## Step 2: Landing Page Copy Structure
```
LANDING PAGE COPY TEMPLATE

SECTION 1: ABOVE THE FOLD
  Headline: {{primary_benefit_headline}}
  Subheadline: {{supporting_detail_or_objection_handler}}
  Hero image/video: {{product_in_context_or_result}}
  Primary CTA: {{action_button_text}}
  Social proof: "Trusted by {{number}}+ {{audience}}" or logos

SECTION 2: PROBLEM STATEMENT
  "If you {{identify_with_audience}}, you know that {{problem}}."
  {{Expand_on_the_pain_with_specifics}}
  "There has to be a better way."

SECTION 3: SOLUTION INTRODUCTION
  "Introducing {{product}} -- {{one_line_description}}."
  {{2-3_sentences_on_how_it_works}}
  {{Product_screenshot_or_demo_GIF}}

SECTION 4: BENEFITS (NOT features)
  Benefit 1: {{Outcome-focused statement}}
    {{Supporting detail or mini-testimonial}}
  Benefit 2: {{Outcome-focused statement}}
    {{Supporting detail}}
  Benefit 3: {{Outcome-focused statement}}
    {{Supporting detail}}

  RULE: Every feature gets translated to a benefit.
  Feature: "AI-powered analytics"
  Benefit: "See exactly where your money is going -- in seconds, not hours."

SECTION 5: SOCIAL PROOF
  Option A: Customer testimonials (with name, photo, company)
  Option B: Case study snippet (specific result + customer quote)
  Option C: Logos of notable customers
  Option D: Aggregate proof ("50,000+ teams trust us")
  Option E: Review scores (G2, Trustpilot, etc.)

SECTION 6: HOW IT WORKS
  Step 1: {{Simple_action}} -- {{What_happens}}
  Step 2: {{Simple_action}} -- {{What_happens}}
  Step 3: {{Simple_action}} -- {{Enjoy_result}}

SECTION 7: OBJECTION HANDLING
  FAQ format:
  Q: "What if {{common_objection_1}}?"
  A: "{{Direct, reassuring answer}}"

  Q: "Is this right for {{my_situation}}?"
  A: "{{Qualifying answer}}"

  Q: "What about {{competitor}}?"
  A: "{{Differentiation without negativity}}"

SECTION 8: FINAL CTA
  Headline: "Ready to {{outcome}}?"
  {{Restate the primary benefit}}
  {{Risk reducer: money-back guarantee, free trial, no commitment}}
  CTA Button: {{Action-oriented text}}
  Subtext: "No credit card required. Cancel anytime."
```
---
## Step 3: Email Copywriting
```
EMAIL COPY FRAMEWORK

SUBJECT LINE FORMULAS:
  Curiosity: "The one thing about {{topic}} nobody talks about"
  Benefit: "Get {{benefit}} in {{timeframe}}"
  Urgency: "Last chance: {{offer}} expires tonight"
  Personal: "{{Name}}, I noticed you {{action}}"
  Question: "Are you still {{pain_point}}?"
  Social proof: "How {{person}} {{achieved_result}}"
  List: "{{Number}} ways to {{achieve_outcome}} this week"

SUBJECT LINE RULES:
  - [ ] Under 50 characters (mobile-optimized)
  - [ ] No spam trigger words (FREE!!!, URGENT, Act now)
  - [ ] Preview text complements (not repeats) subject line
  - [ ] Personalized when possible
  - [ ] Creates reason to open NOW

EMAIL BODY STRUCTURE:
  Line 1: Personal hook (connect to the reader)
  Para 1: Problem or context (2-3 sentences max)
  Para 2: Your insight / story / value (the meat)
  Para 3: How this helps them (bridge to CTA)
  CTA: One clear action, prominent link or button
  PS: Restate the CTA or add urgency (most-read line after subject)

EMAIL TYPES:
  Welcome email: Introduce brand, set expectations, deliver promised value
  Newsletter: Curated value, not just company updates
  Promotional: Clear offer, strong CTA, time-limited
  Nurture: Build trust, educate, provide value without asking
  Re-engagement: "We miss you" + incentive to return
  Transactional: Clear information, on-brand, cross-sell opportunity
```
---
## Step 4: Product Descriptions
```
PRODUCT DESCRIPTION TEMPLATE

HEADLINE: {{Product Name}} - {{Primary Benefit in 5-7 words}}

OPENING HOOK (1-2 sentences):
  Address the desire or problem, NOT the product.
  "Finally, {{desirable_outcome}} without {{sacrifice}}."
  "Say goodbye to {{pain_point}} and hello to {{benefit}}."

BULLET BENEFITS (3-5):
  Format: {{Benefit}} -- {{Feature that enables it}}

STORY/CONTEXT (2-3 sentences):
  Why this product exists. What makes it different.
  "We designed {{product}} after hearing from hundreds of {{audience}}
  who were frustrated with {{existing_alternatives}}. After {{process}},
  we created something that {{unique_value}}."

SPECIFICATIONS (if physical product):
  Material: {{}}
  Dimensions: {{}}
  Weight: {{}}
  Includes: {{}}
  Compatibility: {{}}

SOCIAL PROOF:
  "Rated {{rating}}/5 by {{count}} customers"
  "{{Customer_quote_about_specific_benefit}}" -- {{Name}}, {{Location}}

CTA:
  "Add to Cart" / "Buy Now" / "Choose Your Size"
  {{Urgency if applicable: "Only {{count}} left in stock"}}
  {{Risk reducer: "Free returns within 30 days"}}
```
---
## Step 5: Calls-to-Action (CTAs)
```
CTA OPTIMIZATION GUIDE

CTA FORMULA: Action Verb + Value + Urgency (optional)

STRONG CTAs:
  "Start my free trial" (first person = higher conversion)
  "Get instant access"
  "Download the guide"
  "Book my demo"
  "Claim your discount"
  "Join 50,000+ marketers"

WEAK CTAs (avoid):
  "Submit"
  "Click here"
  "Learn more" (acceptable for awareness, poor for conversion)
  "Buy now" (can work, but often too aggressive for cold traffic)

CTA PLACEMENT RULES:
  - [ ] Above the fold on landing pages
  - [ ] After each major benefit section
  - [ ] At the bottom of the page
  - [ ] In navigation/sticky header (for key conversion pages)
  - [ ] One primary CTA per page (avoid competing CTAs)

CTA DESIGN RULES:
  - [ ] Button (not just a text link) for primary actions
  - [ ] Contrasting color from page background
  - [ ] Large enough to tap on mobile (44px minimum height)
  - [ ] White space around the button
  - [ ] Subtext under button reduces risk ("No credit card required")

CTA A/B TEST IDEAS:
  1. First person vs. second person ("Start my trial" vs "Start your trial")
  2. Button color (test 2-3 options)
  3. Button text (benefit-focused vs action-focused)
  4. With vs without subtext/risk reducer
  5. Single CTA vs repeated CTA
```
---
## Step 6: Voice & Tone Guide
```
BRAND VOICE DEFINITION

VOICE (consistent, always):
  Our voice is: {{adjective_1}}, {{adjective_2}}, {{adjective_3}}
  Our voice is NOT: {{anti_adjective_1}}, {{anti_adjective_2}}

TONE (varies by context):
  Blog posts: {{conversational / educational / inspiring}}
  Email: {{personal / direct / warm}}
  Social media: {{casual / playful / engaging}}
  Sales pages: {{persuasive / confident / empathetic}}
  Support: {{helpful / patient / clear}}
  Error messages: {{apologetic / clear / solution-oriented}}

WRITING RULES:
  Sentence length: {{short/medium/mixed}} (recommended: vary, average 15-20 words)
  Paragraph length: {{2-4 sentences max for web}}
  Reading level: {{grade_level}} (target: 6th-8th grade for mass market)
  Jargon: {{avoid / use sparingly / industry-appropriate}}
  Contractions: {{yes/no}} (use for casual, avoid for formal)
  First person: {{we / I / avoid}}
  Addressing reader: {{you / your / the reader}}

VOCABULARY:
  Words we use: {{list_of_preferred_terms}}
  Words we avoid: {{list_of_banned_terms}}
```
---
## Step 7: A/B Testing Copy
```
COPY A/B TESTING FRAMEWORK

WHAT TO TEST (in priority order):
1. Headlines (biggest impact on conversion)
2. CTAs (button text and placement)
3. Subject lines (for email)
4. Value proposition statements
5. Social proof placement and format
6. Body copy length (long vs short)
7. Tone (formal vs casual)
8. Feature emphasis (which benefit to lead with)

TEST SETUP:
  Element being tested: {{element}}
  Control (A): "{{current_copy}}"
  Variant (B): "{{new_copy}}"
  Hypothesis: Variant B will {{increase/decrease}} {{metric}} because
              {{rationale}}.
  Traffic split: 50/50
  Sample size needed: {{calculate_with_stat_sig_calculator}}
  Test duration: {{days}} (minimum 7 days, full business cycle)
  Primary metric: {{conversion_rate / CTR / open_rate}}
  Guardrail metric: {{bounce_rate / unsubscribe_rate}}

RESULTS:
  Control: {{metric_value}}
  Variant: {{metric_value}}
  Lift: {{pct}}%
  Statistically significant: {{yes/no}} (95% confidence)
  Decision: {{implement / discard / iterate}}

TESTING RULES:
  - Test one element at a time
  - Let tests run to statistical significance (no peeking)
  - Document every test result for institutional knowledge
  - Winners become the new control
  - Test continuously (there is always room to improve)
```
---
## Step 8: Storytelling in Marketing
```
STORYTELLING FRAMEWORK

STORY STRUCTURE FOR MARKETING:

THE HERO'S JOURNEY (adapted for marketing):
  1. The Hero: Your customer (not your company)
  2. The Problem: The challenge they face
  3. The Guide: Your brand (you are the mentor, not the hero)
  4. The Plan: How your product/service helps
  5. The Call to Action: What they need to do
  6. The Transformation: Life after using your solution
  7. The Stakes: What happens if they do nothing

CUSTOMER STORY TEMPLATE:
  "Meet {{customer_name}}, a {{role}} at {{company}}.
  Like many {{audience}}, they were struggling with {{problem}}.
  They tried {{alternatives}}, but {{why_those_failed}}.
  Then they discovered {{your_product}}.
  Within {{timeframe}}, they saw {{specific_result}}.
  Today, {{customer_name}} {{ongoing_benefit}}.
  '{{Direct_quote_from_customer}}'"

STORYTELLING RULES:
  1. Make the customer the hero, your brand the guide
  2. Be specific (numbers, names, timeframes)
  3. Include conflict and resolution
  4. Show transformation (before and after)
  5. Use dialogue and direct quotes
  6. Keep it concise (every sentence earns its place)
  7. End with a lesson or CTA that connects to the reader
```
---
## Output Checklist

- [ ] Copy uses an appropriate framework for the format (AIDA, PAS, BAB)
- [ ] Headlines are specific, benefit-driven, and tested
- [ ] Landing page follows proven structure with all key sections
- [ ] Benefits are emphasized over features throughout
- [ ] CTAs are clear, action-oriented, and strategically placed
- [ ] Voice and tone are consistent with brand guidelines
- [ ] Social proof is included and specific
- [ ] Objections are addressed proactively
- [ ] Copy is scannable (short paragraphs, bullets, subheadings)
- [ ] Reading level is appropriate for the target audience


## Output Format

Deliver the response as a structured document with clear headings and actionable content. Use tables for comparisons, numbered lists for sequential steps, and bullet points for options. Include specific examples where applicable.

```
[Copywriter deliverable]
1. Context and objectives
2. Analysis or framework
3. Specific recommendations with rationale
4. Action items with timeline
```


## Example

**Input:** "Help me with copywriter for a mid-size project."

**Output:** A complete copywriter framework tailored to the specific context, with actionable steps, relevant considerations, and measurable outcomes.


## Edge Cases

- **Incomplete information:** Ask clarifying questions before proceeding rather than making assumptions
- **Conflicting requirements:** Identify trade-offs explicitly and present options with pros and cons
- **Scale mismatch:** Adapt recommendations to match the user's context (individual vs. team vs. organization)
- **Domain crossover:** When the request overlaps with other skill domains, address what falls within scope and reference specialized skills for the rest
