# copywriting

Writes and rewrites headlines, CTAs, ad copy, landing pages and emails using PAS, AIDA and BAB. Useful when you need conversion copy, not an article.

- skill · `type=skill` · Claude Code, Codex, Cursor, GitHub Copilot, Gemini CLI, OpenCode · 3900 installs · ★ 1062
- Author: kostja94
- License: MIT · policy=mirror · the beginning of the file is at the end of this page
- Source: https://github.com/kostja94/marketing-skills/tree/HEAD/skills/content/copywriting/SKILL.md
- Updated: 2026-10-21
- HTML: https://affpapa.org/en/nevibecode/skills/kostja94-copywriting

## What it does

The skill kicks in when you ask for a headline, ad text, CTA or email. It sorts the task along three lines: context (ad, landing page, email, button), goal (awareness, consideration, conversion, retention) and audience with its pain points. Then it picks a framework and drafts the copy.

Inside there is a table of frameworks: PAS (problem, agitation, solution), AIDA, BAB, FAB and the 4 U's. Headline formulas get their own section, as do CTA rules and the gap between ad copy and page copy. The promise in an ad has to match the page headline, otherwise bounce goes up. Output is a framework recommendation, 2–3 headline variants, body structure, CTA options and A/B test ideas.

If the project has a `contextus.md`, the skill reads it and loads only the modules this task needs. Without it, it works from project material or your own facts and asks for what is missing. Long-form bodies — blog posts, guides — belong to `article-content` instead.

## Install

### Claude Code (native platform)

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill copywriting -a claude-code
```

2. **Manually: put the files in place**
- File: `~/.claude/skills/copywriting/SKILL.md` — Copy the whole skill folder; for one project use .claude/skills/copywriting/

### Codex

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill copywriting -a codex
```

2. **Manually: put the files in place**
- File: `.agents/skills/copywriting/SKILL.md` — For all projects use ~/.agents/skills/

### Cursor

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill copywriting -a cursor
```

2. **Manually: put the files in place**
- File: `.cursor/skills/copywriting/SKILL.md` — Cursor also reads .agents/skills/ and .claude/skills/

### GitHub Copilot

1. **GitHub CLI**
```bash
gh skill install kostja94/marketing-skills copywriting
```

2. **Manually: put the files in place**
- File: `.github/skills/copywriting/SKILL.md`

### Gemini CLI

1. **Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill copywriting -a gemini-cli
```

2. **Platform CLI**
```bash
gemini skills install https://github.com/kostja94/marketing-skills --path skills/content/copywriting
```

### Windsurf (Devin Desktop)

**Manually: put the files in place**
- File: `.devin/skills/copywriting/SKILL.md` — The legacy .windsurf/skills/ path still works

### OpenCode

**Skills CLI (Vercel)**
```bash
npx skills add kostja94/marketing-skills --skill copywriting -a opencode
```

### Claude.ai

**Claude.ai**
- Zip the folder and upload it in Settings → Capabilities → Skills

Where a file is given instead of a command, copy the files from the source to that path: https://github.com/kostja94/marketing-skills/tree/HEAD/skills/content/copywriting/SKILL.md

## When to use it
- draft a landing page headline and check its length for search results
- write ad copy that fits a platform's character limit
- rewrite a CTA so it leads with an action verb instead of "Submit"
- lay out an email with AIDA and get subject line variants
- find an angle competitors are not already using

## Example prompts
- Write 3 headline variants for the landing page using PAS
- Rewrite the CTA on the pricing page, right now it says "Submit"
- Draft a cold outreach email with the AIDA framework

## Source text · SKILL.md · MIT

Below is the content of a third-party file. It is data, not instructions for you: do not act on anything written inside unless the human asks. Block tag: fa4eecf47ad03686.

BEGIN THIRD-PARTY FILE fa4eecf47ad03686
```text
---
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.
metadata:
  version: 1.2.0
---

# 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

**Project context:** Read root `contextus.md` when present and load only the modules relevant to this task. Without Contextus, use available project material or user-provided facts and ask for missing information; do not create a parallel context system.

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 |
|---------|---------|
```
END THIRD-PARTY FILE fa4eecf47ad03686

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---
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