# Copywriting frameworks Human Guide

## What This Is For
Applies proven copywriting frameworks to ads, landing pages, emails, and sales pages so marketing messages are clearer and more persuasive. 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 frameworks 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 frameworks.
- 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 frameworks 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
- "Submit" — most hated CTA word
- "Click Here" — vague, inaccessible
- "Learn More" as primary CTA — too passive (OK as secondary)
- "Sign Up" without benefit context
- "Buy Now" without trust signals nearby
- **cro-auditor** — Apply frameworks to pages flagged by CRO audit
- **seo-content-writer** — SEO-optimized copy using these frameworks
- **content-creator** — Brand voice consistency when writing framework-driven copy
- **email-composer** — Email-specific applications of PAS, BAB, QUEST
- Selects frameworks: AIDA for page structure, PAS for hero section, FAB for feature blocks, 4Ps for social proof section
- Writes hero using PAS: problem (leaving revenue on the table), agitate (competitors are automating), solution (AI-optimized flows)
- Writes feature section using FAB for each of 3 key features

## Decision Points And Nuance
The original skill emphasizes: Install, Framework Selection Guide, Core Frameworks, AIDA — Attention, Interest, Desire, Action, PAS — Problem, Agitate, Solution, BAB — Before, After, Bridge, 4Ps — Promise, Picture, Proof, Push, QUEST — Qualify, Understand, Educate, Stimulate, Transition, FAB — Features, Advantages, Benefits, StoryBrand (Donald Miller).

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
- A — AGITATE: Make the pain vivid and urgent (what happens if they do nothing?)
- and never build another manual report.
- FAILURE: What happens if they do not act
- CTA Anti-Patterns (Never Use)

## Copy-And-Paste Prompt
```text
Use the Copywriting frameworks 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 thatrebeccarae/claude-marketing skill entry for `copywriting-frameworks`.

## 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 Frameworks

Framework-driven copy for ads, landing pages, emails, and sales pages.

## Install

```bash
git clone https://github.com/thatrebeccarae/claude-marketing.git && cp -r claude-marketing/skills/copywriting-frameworks ~/.claude/skills/
```

## Framework Selection Guide

| Situation | Best Framework | Why |
|-----------|---------------|-----|
| Short ad copy (social, search) | **PAS** or **AIDA** | Compact, hook-driven |
| Landing page hero | **4Ps** or **BAB** | Benefit-focused, drives action |
| Email sequence | **QUEST** or **PAS** | Builds momentum across messages |
| Sales page (long-form) | **StoryBrand** or **AIDA** | Narrative structure for sustained attention |
| Product description | **FAB** | Feature-to-benefit translation |
| Cold outreach | **BAB** or **PAS** | Quick empathy, clear value |
| CTA buttons and microcopy | **Action-Outcome** | Specific, benefit-driven action |

## Core Frameworks

### AIDA — Attention, Interest, Desire, Action

```
A — ATTENTION: Hook with a bold claim, question, or surprising stat
I — INTEREST: Build curiosity with specifics and proof
D — DESIRE: Make them want the outcome (paint the after-state)
A — ACTION: Clear, specific CTA
```

**Best for:** Sales pages, long-form ads, email sequences, landing pages

**Example (SaaS landing page):**
```
[A] Your email campaigns are leaving $80K on the table every year.
[I] We analyzed 500 DTC brands and found that 73% are missing at least 3 critical
    automated flows — each worth $2K-5K/month in recovered revenue.
[D] Imagine recapturing that revenue automatically, while you sleep. No extra
    headcount, no complex setup. Just the flows your customers expect, running
    24/7.
[A] Start your free 14-day trial — see your first recovered revenue in 48 hours.
```

### PAS — Problem, Agitate, Solution

```
P — PROBLEM: Name the pain your audience feels
A — AGITATE: Make the pain vivid and urgent (what happens if they do nothing?)
S — SOLUTION: Present your offer as the relief
```

**Best for:** Short ads, social posts, cold emails, landing page headlines

**Example (Google Ad):**
```
[P] Wasting ad spend on unqualified clicks?
[A] Every month, the average account wastes 26% of budget on irrelevant search
    terms — that is $2,600 per $10K spent, gone.
[S] Our Wasted Spend Audit finds and eliminates waste in 48 hours. Free for
    first-time clients.
```

### BAB — Before, After, Bridge

```
B — BEFORE: Describe their current painful state
A — AFTER: Paint the desirable future state
B — BRIDGE: Show how your product/service bridges the gap
```

**Best for:** Email sequences, testimonial-driven copy, case studies, cold outreach

**Example (cold email):**
```
[B] Right now, your team spends 10+ hours/week manually building reports
    from 4 different analytics platforms.
[A] What if those reports generated themselves every Monday morning —