# Copywriting Human Guide ## What This Is For Write persuasive copy for landing pages, emails, ads, sales pages, and marketing materials. 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 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. - 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 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 - **Grab attention** (get them to stop scrolling) - **Create desire** (make them want what you're offering) - **Remove friction** (address doubts and objections) - **Prompt action** (tell them exactly what to do next) - Be specific. "Grow your business" is vague. "Add $10K MRR in 90 days" is specific. - Lead with the outcome, not the method. "Save 10 hours/week" beats "Use our automation tool." - Test multiple headlines. A/B test at minimum — even slight wording changes can double conversions. - "Submit" (generic, no motivation) - "Click here" (doesn't say what happens next) - "Learn more" (vague, non-committal) - "Start my free trial" (specific, ownership language) - "Get the template now" (actionable, clear value) ## Decision Points And Nuance The original skill emphasizes: Overview, Step 1: Understand the Core Job of Copy, Step 2: The Anatomy of Persuasive Copy, Framework 1: AIDA (Attention, Interest, Desire, Action), Framework 2: PAS (Problem, Agitate, Solution), Framework 3: FAB (Features, Advantages, Benefits), Step 3: Write Headlines That Hook, Step 4: Write CTAs That Convert, Step 5: Use Emotional Triggers, Step 6: Handle Objections in Your Copy. 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 - Every piece of copy — a headline, a landing page, an email — must accomplish all four. If it fails at any one, the copy fails. - into one report. Your clients don't care about your process — they - ACTION: "Start your free 14-day trial — no credit card required." - AGITATE: Make the pain feel urgent (what happens if they don't solve it?) - ADVANTAGE: "Unlike competitors that sync once daily, you never work with stale data." - A weak CTA kills conversions even if everything else is perfect. Your CTA must be clear, specific, and low-friction. - Above the fold (so they don't have to scroll to act) - After explaining value (don't ask before you've sold them) ## Copy-And-Paste Prompt ```text Use the 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 jk-0001/skills skill entry for `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. # Copywriting ## Overview Copywriting is not creative writing. It's strategic writing designed to move someone toward a decision. For solopreneurs, good copy can double conversion rates without changing anything else in your product or funnel. This playbook gives you frameworks and techniques to write copy that sells — without sounding sleazy. --- ## Step 1: Understand the Core Job of Copy Copy exists to: 1. **Grab attention** (get them to stop scrolling) 2. **Create desire** (make them want what you're offering) 3. **Remove friction** (address doubts and objections) 4. **Prompt action** (tell them exactly what to do next) Every piece of copy — a headline, a landing page, an email — must accomplish all four. If it fails at any one, the copy fails. --- ## Step 2: The Anatomy of Persuasive Copy Effective copy follows a structure. The three most battle-tested frameworks: ### Framework 1: AIDA (Attention, Interest, Desire, Action) Classic and reliable. Use for landing pages, emails, and sales pages. ``` ATTENTION: Bold headline that stops the scroll (the promise or the pain) INTEREST: Elaborate on the problem or opportunity (make them nod "yes, that's me") DESIRE: Show the transformation or outcome (paint the picture of success) ACTION: Clear CTA (tell them exactly what to do next) ``` **Example (SaaS landing page):** ``` ATTENTION: "Spend 10 hours/week on client reporting? Automate it in 10 minutes." INTEREST: "Most agencies waste entire days pulling data from 6 different tools into one report. Your clients don't care about your process — they want insights, fast." DESIRE: "Imagine sending polished, branded reports automatically every Monday. Your clients stay informed. Your team stays focused on the work that actually grows accounts." ACTION: "Start your free 14-day trial — no credit card required." ``` ### Framework 2: PAS (Problem, Agitate, Solution) Best for pain-driven products or when your audience is already aware of the problem. ``` PROBLEM: State the problem clearly AGITATE: Make the pain feel urgent (what happens if they don't solve it?) SOLUTION: Present your product as the fix ``` **Example (email subject + body):** ``` PROBLEM: "Your outreach emails are getting ignored." AGITATE: "Every unanswered email is a lost opportunity. The longer you wait to fix your messaging, the more revenue walks out the door." SOLUTION: "Our 5-step cold email framework gets 23% reply rates. Grab the template free." ``` ### Framework 3: FAB (Features, Advantages, Benefits) Best for explaining product value or differentiating from competitors. ``` FEATURE: What the thing is or does (the fact) ADVANTAGE: Why that feature matters (the comparison) BENEFIT: What the customer gains from it (the outcome) ``` **Example (product description):** ``` FEATURE: "Our tool syncs with 12 data sources in real time." ADVANTAGE: "Unlike competitors that sync once daily, you never work with stale data." BENEFIT: "Make confident decisions faster — no more second-guessing whether your numbers are current." ```