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name: copywriting description: Conversion copywriting — AIDA/PAS/BAB formulas, headline templates, email copy, landing pages, CTA optimization, writing style extraction. Use for high-converting copy or custom writing styles. 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:

python $HOME/.claude/skills/copywriting/scripts/extract-writing-styles.py --list        # List files
python $HOME/.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

Common Mistakes

#	Mistake	Fix
1	Leading with features instead of benefits	Reframe: "Save 2 hours/day" not "Has automation feature"
2	Multiple CTAs competing for attention	One primary CTA per piece; secondary CTAs only if clearly subordinate
3	Vague benefit claims ("better results")	Use specifics: numbers, timeframes, comparisons
4	Ignoring awareness level	Cold audience needs PAS/education; warm audience needs proof/urgency
5	Writing copy before knowing the formula	Pick AIDA/PAS/BAB first, then fill in — structure prevents writer's block
6	Skipping subject line testing	Subject line determines open rate; test it before optimizing body copy
7	Applying writing styles without loading the reference	Load references/writing-styles.md or run extract-writing-styles.py --style <name> first

Agent Integration

Primary: fullstack-developer | Related: brand-guidelines, content-marketing, email-marketing

Best Practices

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