--- name: copywriting description: When the user wants to write or optimize short-form marketing copy—headlines, CTAs, ad copy, landing page copy, email copy. Also use when the user mentions "copywriting," "headline," "CTA copy," "ad copy," "landing page copy," "sales copy," "conversion copy," "PAS," "AIDA," "BAB," "copy formula," or "differentiation." For long-form article bodies (blog posts, guides), use article-content. Use when: The executive requests execution of this domain. Skip when: The task is outside the scope of this module. metadata: version: 1.2.0 --- > [!IMPORTANT] > **GFV-Adapted Skill** — This skill runs within the GetFresh Ventures infrastructure. Follow these conventions. ### GFV Infrastructure Integration **Credentials** — Never use `.env` files. All secrets live in macOS Keychain: ```bash security find-generic-password -s "" -a "" -w ``` Check `~/Documents/Code/gfv-brain/scripts/pil_config.py` for service mappings. **Data Sources** — Before querying external APIs, check PIL first: - `search_pil` / `smart_search` / `vector_search` MCP tools (491K+ embeddings, 81K entities) - Supabase tables: `entity_embeddings`, `ont_entities`, `ont_facts` - Local SQLite: WhatsApp (59K msgs), Slack (2.5K msgs), `gfv_memory.db` **Output** — Save results to `~/Documents/Code/gfv-brain/` or PIL via Supabase. Never send external messages (email, Slack, WhatsApp) without the Executive's explicit "send it" approval. **Active Clients**: - **GetFresh Ventures** — Venture studio: getfreshventures.com --- # Content: Copywriting Guides **short-form marketing copy**—ads, landing pages, email, CTAs. Copywriting frameworks (PAS, AIDA, BAB) provide structure for conversion-focused copy. For **article body content** (blog posts, guides, long-form), see **article-content**. **When invoking**: On **first use**, if helpful, open with 1–2 sentences on what this skill covers and why it matters, then provide the main output. On **subsequent use** or when the user asks to skip, go directly to the main output. ## Initial Assessment **Check for project context first:** If `.claude/project-context.md` or `.cursor/project-context.md` exists, read Sections 2 (Positioning), 3 (Value Proposition), 8 (Brand & Voice). Identify: 1. **Context**: Ad, landing page, email, CTA, or general 2. **Goal**: Awareness, consideration, conversion, retention 3. **Audience**: ICP, stage, pain points ## Copywriting Frameworks | Framework | Structure | Best For | |-----------|-----------|----------| | **PAS** | Problem → Agitation → Solution | Direct-response; sales pages; landing pages | | **AIDA** | Attention → Interest → Desire → Action | Story-driven; ads; emails; editorials | | **BAB** | Before (problem) → After (outcome) → Bridge (how) | Transformation; testimonials; case studies | | **FAB** | Features → Advantages → Benefits | Product pages; feature lists | | **4 U's** | Useful, Urgent, Unique, Ultra-specific | Headlines; subject lines | ### PAS (Problem, Agitation, Solution) - **Problem**: Identify the reader's pain point clearly - **Agitation**: Intensify the emotional impact; make the problem feel urgent - **Solution**: Present your product/service as the answer ### AIDA (Attention, Interest, Desire, Action) - **Attention**: Grab with a powerful headline or opening - **Interest**: Build engagement through facts, storytelling, or emotional appeals - **Desire**: Highlight benefits and how the product solves problems - **Action**: Include a clear call-to-action ### BAB (Before, After, Bridge) - **Before**: Current problem state - **After**: Desired outcome - **Bridge**: How your solution bridges the gap ## Headline Formulas | Formula | Example | |---------|---------| | **How to [outcome]** | "How to Double Your Conversions in 30 Days" | | **[Number] Ways to [benefit]** | "7 Ways to Reduce Churn Without Hiring" | | **[Who] + [benefit]** | "For Marketers Who Want to Ship Faster" | | **[Problem]? Here's [solution]** | "Struggling with SEO? Here's the Fix" | | **[Before] → [After]** | "From 0 to 10K Users in 90 Days" | | **The [adjective] [noun] for [audience]** | "The Ultimate Guide for SaaS Founders" | **Rules**: Front-load keywords; keep under 60 chars for SERP; avoid clickbait; match ad-to-page alignment. **Information gain (differentiation)**: Copy that restates what competitors say adds zero value. Lead with unique angle, proprietary data, or contrarian insight. "What does this headline/promise add that others don't?" See **article-content** for full information gain strategy in long-form. ## Copy by Context | Context | Focus | Skills | |---------|-------|--------| | **Ad copy** | Hook, benefit, CTA; platform limits | paid-ads-strategy, google-ads, meta-ads | | **Landing page** | Headline, value prop, CTA; above fold | landing-page-generator, hero-generator | | **Email** | Subject line, preview, body, CTA | email-marketing | | **CTA** | Value-focused; action verb; avoid "Submit" | cta-generator | | **Article / blog** | Headline formulas, CTA copy; body → **article-content** | article-content, article-page-generator | ## Ad copy vs Landing page copy | Element | Ad | Landing Page | |---------|-----|--------------| | **Promise** | Must match page headline | Same promise; expand on it | | **Length** | Concise; platform limits | Enough to explain value | | **CTA** | Click-through; "Learn More" | Conversion; "Start Free Trial" | **Avoid**: Ad promise not visible on page; mismatch increases bounce. ## CTA Copy Best Practices - **Value-focused**: "Start Free Trial" not "Submit" - **Action verb**: "Get," "Try," "Download," "Join" - **Specific**: "Get Your Free Audit" not "Click Here" - **A/B test**: Color, copy, placement, size ## Output Format - **Framework** (PAS, AIDA, BAB) recommendation - **Headline** options (2–3 variants) - **Body** copy structure - **CTA** copy options - **A/B test** suggestions (if applicable) ## Related Skills - **article-content**: Article body creation; applies PAS, AIDA, BAB to long-form; headline formulas for article titles - **landing-page-generator**: Landing page copy and structure - **hero-generator**: Hero headline, subheadline, CTA - **cta-generator**: CTA design and copy - **paid-ads-strategy**: Ad copy frameworks (PAS, BAB, Social Proof) - **email-marketing**: Email subject lines, body copy - **branding**: Brand voice, tone consistency ## When to Trigger - When requested by the Executive. - When the task aligns with the core competency of this skill. ## When to Skip - When the data or answers already exist in the PIL memory bus. - When the task requires physical intervention or manual approval before drafting. ## GFV Integration **Credentials** — Never use `.env` files. All secrets live in macOS Keychain: `security find-generic-password -s "" -a "" -w` **Data Sources** — Before querying external APIs, check PIL first (`search_pil`, `gfv_memory.db`). **Output** — Save results to `~/Documents/Code/gfv-brain/`. Never send external messages without the Executive`s explicit "send it" approval. ## Anti-Patterns - **Summarizing instead of resolving**: Do not just summarize what needs to be done. Do the work. - **Bypassing the Gate**: Do not execute risky actions without human-in-the-loop validation. ## References - **GFV Standard**: GetFresh Ventures Growth by Design CEO AI Kit Architecture # Delivery Gate STOP AND VERIFY BEFORE DECLARING THIS TASK COMPLETE. 1. Did you verify that the execution meets all documented requirements safely? 2. Ensure you have not bypassed any "requires_human_approval" constraints. --- > **Growth by Design™** — This skill is part of the [CEO AI Kit](https://github.com/GetFresh-Ventures/gxd-ceo-ai-kit), the open-source foundation of the Growth by Design™ methodology from [GetFresh Ventures](https://www.getfreshventures.com). > > 🔍 **Hitting a ceiling?** The kit gives you the foundation. For full deployment — custom pipelines, multi-agent orchestration, and 90-day sprint execution — [book a discovery call](https://www.getfreshventures.com/contact). > > 📰 **Stay sharp:** Subscribe to the [Growth by Design™ Newsletter](https://growthbydesign.substack.com/) for operator-written playbooks on AI-powered GTM.