# Conversion copywriting Human Guide

## What This Is For
Write copy that gets a "yes" using Joanna Wiebe's research-first, Voice of Customer methodology. It gives the agent a clearer input/output frame for conversion optimization: what context to ask for, what decisions to make, and what usable artifact to return.

Use this as a human-readable version of the Conversion copywriting agent skill. It is meant for marketers, operators, founders, and other non-coders who want the workflow without reading agent-specific implementation instructions.

## When To Use This
- Use this when you need a repeatable process for conversion copywriting.
- Use this when the task needs judgment, examples, constraints, or a clear output format rather than a one-off prompt.
- Use this when you want to hand an AI assistant enough context to produce a usable marketing artifact.

## When Not To Use This
- Do not use this when you only need a quick factual answer.
- Do not use this when the work depends on private data you cannot share with the assistant.
- Do not use this as a replacement for legal, compliance, financial, or medical review.

## What You Need Before Starting
- The goal or business outcome you want.
- The audience, customer segment, or market context.
- Any source material the assistant should respect, such as notes, briefs, examples, URLs, or brand guidance.
- Constraints such as tone, length, channel, deadline, region, or approval requirements.
- A clear definition of what a good final answer should look like.

## Step-By-Step Workflow
1. State the job clearly: "Use the Conversion copywriting guide to help me with..."
2. Add context: audience, goal, offer, channel, source material, and constraints.
3. Ask the assistant to identify missing inputs before producing the final output.
4. Have the assistant follow the skill-specific guidance below.
5. Review the result against the final checklist and ask for revisions where needed.

## Skill-Specific Guidance
- **Writing landing pages, emails, or sales pages** that need measurable conversion results
- **Starting a new copy project** and need a systematic process to follow
- **Struggling with what to write** and staring at a blank page
- **Wanting to prove ROI** to clients with data-backed decisions
- **Improving existing copy** through validation and testing
- **Training yourself or your team** on professional copywriting methodology
- **Research first** - Find your messages in customer language, not your imagination
- **Listen more than write** - Let Voice of Customer (VOC) data do the heavy lifting
- **Validate before launching** - Test copy before committing fully
- **Measure everything** - Know what's working and why
- [ ] Existing website copy audit
- [ ] Product pages and feature descriptions

## Decision Points And Nuance
The original skill emphasizes: When to Use This Skill, Methodology Foundation, What Claude Does vs What You Decide, What This Skill Does, How to Use, Prompt Examples, Instructions, The 3-Part Process Overview, Part 1: Research & Discovery, Research Checklist.

Use these questions to steer the work:
- What is the intended audience or buyer?
- What source material must be preserved?
- What should the assistant optimize for: clarity, persuasion, accuracy, speed, creativity, or conversion?
- What examples represent the desired quality bar?
- What should the assistant avoid?

## Common Mistakes
- **Goal**: Find your messages in customer language—don't invent them.
- Refine into copy (don't reinvent)
- > "You don't sit there and just start writing. Split your screen in two and take what people are saying and put it on the page."
- **Primary Message** - The one thing they must understand
- **Clarity is ALWAYS first.** Above everything else, copy must be clear.
- > "I keep signing up for courses but never finish them. I feel guilty every time I see another one in my inbox."
- > "That course you never finished? Not your fault."
- Used exact phrase "never finish"

## Copy-And-Paste Prompt
```text
Use the Conversion copywriting human guide.

My goal:
[Describe the business outcome]

Audience:
[Describe who this is for]

Context and source material:
[Paste notes, examples, links, or existing copy]

Constraints:
[Tone, length, channel, timeline, must-include items, must-avoid items]

Before producing the final output, ask me for any missing information that would materially improve the result.
```

## Final Checklist
- [ ] The output matches the original goal.
- [ ] The audience and context are reflected in the answer.
- [ ] Important constraints and source material were preserved.
- [ ] The assistant made the relevant decisions explicit.
- [ ] The final artifact is ready to use, review, or hand to the next person.

## Source
This guide was generated from the guia-matthieu/clawfu-skills skill entry for `conversion-copywriting`.

## Source Skill Notes
These notes preserve the nuance from the original skill. Use them as supporting reference when the workflow above feels too generic.

# Conversion Copywriting - Data-Driven Copy That Converts

> Write copy that gets a "yes" using Joanna Wiebe's research-first, Voice of Customer methodology

## When to Use This Skill

- **Writing landing pages, emails, or sales pages** that need measurable conversion results
- **Starting a new copy project** and need a systematic process to follow
- **Struggling with what to write** and staring at a blank page
- **Wanting to prove ROI** to clients with data-backed decisions
- **Improving existing copy** through validation and testing
- **Training yourself or your team** on professional copywriting methodology

## Methodology Foundation

| Aspect | Details |
|--------|---------|
| **Source** | Copyhackers, Copy School |
| **Expert** | Joanna Wiebe - Creator of the term "conversion copywriting," founder of Copyhackers |
| **Core Principle** | "Conversion copywriting is data-driven copy that gets prospects to say yes. It's a science-based process that determines what to write and how to write it." |


## What Claude Does vs What You Decide

| Claude Does | You Decide |
|-------------|------------|
| Structures production workflow | Final creative direction |
| Suggests technical approaches | Equipment and tool choices |
| Creates templates and checklists | Quality standards |
| Identifies best practices | Brand/voice decisions |
| Generates script outlines | Final script approval |

## What This Skill Does

This skill transforms copywriting from a guessing game into a systematic, data-driven process. Instead of staring at a blank page and hoping inspiration strikes, you'll:

1. **Research first** - Find your messages in customer language, not your imagination
2. **Listen more than write** - Let Voice of Customer (VOC) data do the heavy lifting
3. **Validate before launching** - Test copy before committing fully
4. **Measure everything** - Know what's working and why

The result: Copy that converts because it says what customers actually want to hear, in the words they already use.

## How to Use

### Prompt Examples

```
Guide me through the conversion copywriting process for my [landing page/email/sales page].
Start with research questions I should answer before writing.
```

```
Help me extract Voice of Customer data from these customer reviews for my [product].
Identify the strongest messages and organize them into a hierarchy.
```

```
I have this VOC data: [paste data]. Turn it into copy for a [page type]
using the Copyhackers methodology.
```

```
Create a wireframe outline for my [landing page] that organizes these messages:
[list messages]. Include awareness stage transitions and CTA placement.
```

```
Run the 7 Sweeps editing process on this copy: [paste copy].
Start with the Clarity Sweep and work through all seven.
```

## Instructions

### The 3-Part Process Overview

```
┌─────────────────────────────────────────────────────────────┐
│  1. RESEARCH & DISCOVERY  │  2. WRITE, WIREFRAME, EDIT  │  3. VALIDATE & TEST  │
│      (Biggest phase)      │      (Synthesis phase)      │   (Proof phase)      │