Copywriting Pro Skip

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name: copywriting description: Write persuasive, high-converting copy for any format — ads, landing pages, emails, sales pages, headlines, product descriptions, CTAs, and social posts. Applies professional copywriting SOPs including avatar/ICP development, Voice of Customer research, Eugene Schwartz's 5 Stages of Awareness, AIDA, PAS, BAB, FAB frameworks, the TIMER offer framework, readability rules (Grade 6, ≤14 words/sentence), psychological triggers (scarcity, social proof, loss aversion, reciprocity), and the 4 C's quality checklist. Use when a user asks to write, improve, rewrite, or review any marketing or sales copy.

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Copywriting Skill

Produces high-converting copy using proven professional SOPs. Follow this skill in order — research before writing, framework before words, checklist before publishing.

Core Principle

> Great copy is never written. It's discovered. Your job is to find the words your buyer already uses — then play them back.

Workflow

Step 1 — Research & Avatar (before writing anything)

Ask or determine:

Who is the ONE specific person this is written for? (Not a demographic range — one person with a name)

What is their awareness stage? (See references/awareness-and-frameworks.md)

What exact words do they use to describe their problem?

If VoC data is available (reviews, testimonials, interviews, support tickets): mine it for exact phrases. Use their words, not yours.

Avatar must-knows:

What keeps them up at 3am?

What have they already tried that failed?

What's their dream outcome?

What objection will they raise before buying?

Step 2 — Pick the Right Framework

| Writing... | Use | |---|---| | Cold ad / social post | PAS or Awareness Stage 1–2 hook | | Landing page / sales page | AIDA (full) | | Email subject line | Curiosity gap or number headline formula | | Product bullets | FAB (Features → Advantages → Benefits) | | Testimonial / case study | BAB (Before → After → Bridge) | | Offer description | TIMER lever mapping | | Any copy quality review | 4 C's checklist |

Full framework details + examples: references/awareness-and-frameworks.md

Step 3 — Write the Headline First

Spend 50% of your effort here. 80% of readers read only the headline.

Every strong headline has ≥2 of the 4 U's: Useful, Urgent, Unique, Ultra-specific.

Top formulas:

How to [Outcome] Without [Fear/Objection]

[Number] [Things] [ICP] Should Know About [Topic]

[Common Belief] — But Here's What They Don't Tell You

[Outcome] in [Timeframe] — Or [Guarantee]

If You [Problem], Then [Solution]

Are You [Experiencing Painful Problem]?

Step 4 — Write the Body

Apply framework structure. Layer in psychological triggers throughout:

| Trigger | How | |---|---| | Social proof | Exact numbers: "487 five-star reviews" | | Scarcity | Real limits: "3 spots left in April" | | Urgency | Real deadline: "Offer ends Friday" | | Loss aversion | Frame as loss avoided: "Stop losing $X/month" | | Risk reversal | Guarantee: removes fear of being wrong | | Reciprocity | Give value first — people feel compelled to return it | | Authority | Credentials, awards, years, certifications | | Specificity | Exact numbers = credibility; round numbers = skepticism |

Step 5 — Language Rules (Non-Negotiable)

Grade 6 reading level — Flesch-Kincaid 5–7. Use Hemingway Editor.

≤14 words per sentence — comprehension drops sharply above this

Small words win — "use" not "utilize," "show" not "demonstrate," "buy" not "purchase"

Specificity wins — "cut your bill by $80/month" not "save money"

Empathy first — enter their world before talking about you

Their language — use the exact phrases from VoC research, not industry jargon

Read it out loud — if it sounds like a brochure, rewrite it

Full language rules + small-word swap table: references/language-and-readability.md

Step 6 — Write the CTA

One ask. Always one.

Formula: [Action Verb] + [Specific Outcome] + [Time/Ease Qualifier]

Examples:

"Book Your Free Lawn Audit — Takes 2 Minutes"

"Get My Custom Plan Today — No Obligation"

"Claim Your Spot Before Friday"

Step 7 — Run the Pre-Flight Checklist

Before any copy goes live, verify:

Strategy: One avatar? Awareness stage matched? Enters their conversation? Structure: Framework applied? Offer maps to TIMER? Headline has 2+ U's? Language: Grade 6? Short sentences? Small words? Sounds human? Uses their language? Persuasion: Specifics? Social proof? Risk reversal? Real urgency? CTA: One ask? Verb-led? Names the outcome?

Full checklist with all items: references/preflight-checklist.md