---
name: copywriting-patterns
description: Use when writing marketing copy, landing pages, email subject lines, CTAs, headlines, UX microcopy, or A/B test variants. Covers proven copywriting frameworks (AIDA, PAS, BAB, 4Ps), headline formulas, conversion-focused writing, tone and voice guidelines, and copy testing strategies.
user-invocable: true
allowed-tools: ["Read", "Write", "Edit", "Grep", "Glob"]
---

# Copywriting Patterns -- Frameworks, Formulas & Conversion Copy

## 1. Core Frameworks

### AIDA -- Attention, Interest, Desire, Action
Best for structured persuasion (landing pages, ads):
```
A — ATTENTION:  Bold headline addressing the pain. Stop the scroll.
I — INTEREST:   Relevant facts, stories, or data. Show understanding.
D — DESIRE:     Paint the outcome. Benefits + social proof + specificity.
A — ACTION:     One clear CTA. Remove friction. Create genuine urgency.
```

### PAS -- Problem, Agitate, Solution
Best for problem-aware but not solution-aware audiences:
```
P — PROBLEM:    State the problem clearly in the reader's language.
A — AGITATE:    Make the pain vivid. Show consequences of inaction.
S — SOLUTION:   Present your solution as the relief, tied to the pain points.
```

### BAB -- Before, After, Bridge
Best for transformation stories and case studies:
```
B — BEFORE:     Describe the current painful state.
A — AFTER:      Describe the ideal future state.
B — BRIDGE:     Show how your product bridges the gap.
```

### 4Ps -- Promise, Picture, Proof, Push
Best for sales pages and product marketing:
```
Promise:  Specific, compelling big benefit
Picture:  Help the reader visualize the outcome
Proof:    Evidence (data, testimonials, case studies)
Push:     Reason to act now + clear CTA
```

### PASTOR (Long-form sales)
Problem -> Amplify -> Story/Solution -> Transformation -> Offer -> Response

### When to Use Which
| Framework | Best For | Audience Awareness |
|-----------|---------|-------------------|
| AIDA | Landing pages, ads | Varies |
| PAS | Email, blog intros | Problem-aware |
| BAB | Case studies, testimonials | Problem-aware |
| 4Ps | Feature/product pages | Solution-aware |
| PASTOR | Long-form sales pages | Unaware to problem-aware |

## 2. Headline Formulas

```
HOW-TO:          "How to [outcome] without [objection]"
NUMBERED LIST:   "[N] [noun] that [verb] [outcome]"
QUESTION:        "Are you still [painful activity]?"
DIRECT BENEFIT:  "The fastest way to [desired outcome]"
SOCIAL PROOF:    "How [customer] [achieved result] in [timeframe]"
NEGATIVE:        "Stop [mistake] before it [consequence]"
CURIOSITY GAP:   "We analyzed [N] [things]. Here is what we found."
SPECIFIC RESULT: "[Exact result] in [exact timeframe] — here is how"
```

**Testing**: One variable at a time. Min 100 observations/variant. Run 7+ days. Winner must beat control by 10%+.

## 3. CTA Optimization

**Rules**:
1. Start with a verb: "Start your free trial" not "Free trial"
2. State the benefit: "Get my report" not "Submit"
3. Be specific: "See pricing plans" not "Learn more"
4. Reduce friction: "See it in action -- no signup needed"
5. Match CTA to funnel stage: Awareness ("Read the guide") -> Decision ("Start free trial")
6. One primary CTA per email. Max two CTAs per page section.

**Placement**: Hero section (above fold) + after social proof + bottom of page.

## 4. Landing Page Structure

```
1. HERO:         Headline (benefit) + subheadline + CTA + visual
2. SOCIAL PROOF: Customer logos or key metric
3. PROBLEM:      2-3 pain points in their language
4. SOLUTION:     How you solve each pain point
5. FEATURES:     3-4 feature-benefit pairs (lead with benefit)
6. TESTIMONIAL:  Name, role, company + specific metric
7. HOW IT WORKS: 3-step process
8. PRICING/CTA:  Pricing table or repeated CTA
9. FAQ:          Top 5-7 objections, concise answers
10. FINAL CTA:   Restate benefit + CTA button
```

### Feature-Benefit Formula
`[Product] has [feature] so you can [benefit], which means [outcome the reader cares about].`

### Objection Handling Patterns
| Objection | Response Pattern |
|-----------|-----------------|
| "Too expensive" | Reframe as investment: "For less than the cost of one error..." |
| "No time to switch" | Address migration: "Most teams are running in 2 weeks" |
| "Too small/big" | Show range with proof: "Teams of 5 and 500 use it" |
| "What if it fails?" | Risk reversal: "Free 30 days, cancel with one click" |
| "Current system works" | Quantify hidden cost: "15 hours/month on manual work" |

## 5. Email Subject Lines

```
CURIOSITY:       "The one thing your competitors are doing differently"
BENEFIT:         "Cut your [process] time in half"
PERSONALIZATION: "[First name], your [month] report is ready"
URGENCY (real):  "[Offer] expires [day]"
SOCIAL PROOF:    "How [customer] [achieved result]"
QUESTION:        "Still managing [task] in spreadsheets?"
```

Rules: 30-50 characters optimal. Front-load the key word. No ALL CAPS. Preview text complements, not repeats.

## 6. UX Microcopy

### Error Messages
Formula: `[What happened] + [Why] + [What to do next]`
- Never blame the user. Be specific. Tell them how to fix it.
- Good: "That email is already registered. Try signing in instead."

### Empty States
Formula: `[What this area will contain] + [How to get started]`
- Good: "No invoices yet. Create your first invoice to start tracking payments. [Create invoice]"

### Confirmations
- Before: "Delete this invoice? This cannot be undone. [Cancel] [Delete invoice]"
- After: "Invoice INV-2026-00042 created and sent to john@company.com."

### Button Labels
- Use verb + noun: "Save draft," "Send invoice," "Run report"
- Mark optional fields, not required ones (when most are required)

## 7. Tone by Channel

| Channel | Formality | Example |
|---------|-----------|---------|
| Legal/Terms | High | "The Service Provider shall..." |
| Product docs | Medium | "To create an invoice, navigate to..." |
| Blog post | Medium | "Here is a smarter way to handle..." |
| Landing page | Medium | "Get paid faster with automated..." |
| Email campaign | Low-Med | "Hi Sarah, quick update on..." |
| Social media | Low | "Month-end closing in 2 hours. Yes, really." |
| Error message | Medium | "Something went wrong. Try refreshing." |

### By Audience
- **Technical**: Lead with specifics, use technical terms, show code, skip sales pitch
- **Business**: Lead with outcomes/ROI, plain language, metrics, address risk
- **End Users**: Lead with ease-of-use, task-oriented, before/after comparisons

## 8. Copy Review Checklist

**Clarity**: Understandable to unfamiliar reader? Every sentence necessary? No ambiguity?
**Persuasion**: Clear value prop? Benefits not just features? Social proof? Single clear CTA?
**Voice**: Tone matches channel/audience? Active voice? Varied sentence length?
**SEO**: Headline includes keyword? Meta description compelling? Headings structured H1>H2>H3?
**Accuracy**: Claims factual? Statistics sourced? Product details current? Pricing correct?
**Accessibility**: Inclusive language? Acronyms defined? Scannable (short paragraphs, bullets)?