# Copywriting awareness Human Guide

## What This Is For
Master Eugene Schwartz's 5 Stages of Awareness framework from "Breakthrough Advertising" (1966) to write copy that meets prospects where they are. It gives the agent a clearer input/output frame for content production: what context to ask for, what decisions to make, and what usable artifact to return.

Use this as a human-readable version of the Copywriting awareness 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 copywriting awareness.
- 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 Copywriting awareness 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 copy and unsure how "aware" your audience is
- Creating multi-stage funnels with different messaging per stage
- Building email sequences that nurture from cold to ready-to-buy
- Optimizing ads for different audience temperatures
- Diagnosing why existing copy isn't converting
- Planning content marketing strategy by awareness level
- **Diagnoses audience awareness level** - Determines where prospects are on the spectrum
- **Prescribes copy approach per stage** - Specific tactics for each awareness level
- **Maps content types to stages** - Which formats work for which awareness
- **Sequences messaging** - How to move prospects stage-by-stage
- **Optimizes existing copy** - Identifies awareness mismatches
- Video ad teaching about productivity drain

## 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, Diagnose Audience Awareness, Write Copy for Specific Stage, Create Awareness Funnel, Audit Existing Copy, Instructions.

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
- **What They Know**: Nothing. They don't know they have a problem.
- "The Hidden [Problem] That [Target Audience] Don't Know They Have"
- **What They Know**: They have a problem. They don't know solutions exist.
- **What They Know**: Solutions exist. They don't know YOUR product.
- | Unaware | LONG | Must educate about problem first |
- | Problem Aware | LONG | Must build solution awareness |
- | Solution Aware | MEDIUM | Must differentiate your approach |
- | Product Aware | MEDIUM | Must overcome objections, prove claims |

## Copy-And-Paste Prompt
```text
Use the Copywriting awareness 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 `copywriting-awareness`.

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

# Schwartz Awareness Levels Copywriting

> Master Eugene Schwartz's 5 Stages of Awareness framework from "Breakthrough Advertising" (1966) to write copy that meets prospects where they are.

## When to Use This Skill

- Writing copy and unsure how "aware" your audience is
- Creating multi-stage funnels with different messaging per stage
- Building email sequences that nurture from cold to ready-to-buy
- Optimizing ads for different audience temperatures
- Diagnosing why existing copy isn't converting
- Planning content marketing strategy by awareness level

## Methodology Foundation

**Source**: Eugene Schwartz - "Breakthrough Advertising" (1966)

**Core Principle**: Prospects exist on a spectrum of awareness. Your copy must meet them at their current stage and move them to the next. "It's not enough to have a great product to sell. You also need to meet the potential customer where they're at, in their current frame of mind."

**Schwartz's Key Insight**: "As your prospect moves through the stages, the selling job gets easier." The more aware the market, the more direct you can be.


## 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

1. **Diagnoses audience awareness level** - Determines where prospects are on the spectrum
2. **Prescribes copy approach per stage** - Specific tactics for each awareness level
3. **Maps content types to stages** - Which formats work for which awareness
4. **Sequences messaging** - How to move prospects stage-by-stage
5. **Optimizes existing copy** - Identifies awareness mismatches

## How to Use

### Diagnose Audience Awareness
```
What awareness level is my audience at?
Product: [your product]
Traffic source: [where they're coming from]
```

### Write Copy for Specific Stage
```
Write [landing page/email/ad] copy for [stage] audience.
Product: [description]
Stage: [Unaware/Problem Aware/Solution Aware/Product Aware/Most Aware]
```

### Create Awareness Funnel
```
Create a content funnel that moves prospects from [starting stage] to purchase.
Product: [description]
Starting awareness: [stage]
```

### Audit Existing Copy
```
Analyze this copy for awareness-level match:
[paste copy]
Intended audience: [description]
```

## Instructions

When applying Schwartz's framework, work through each stage systematically:

### The 5 Stages Framework

```
## Stage 1: UNAWARE

**What They Know**: Nothing. They don't know they have a problem.