Skill: staybased/reef-copywriting (version 1.0.0)

# Copywriting — Conversion Copy That Sells Write landing pages, product descriptions, ads, and sales copy using proven direct-response frameworks. Sources: Digitaloft (13 frameworks), CrazyEgg, NON.agency, DesignRush (direct response examples). All outputs go to `workspace/artifacts/`. ## Use when - Writing landing page copy (Gumroad, product pages, ClawHub listings) - Crafting product descriptions that convert browsers to buyers - Writing ad copy (social, search, display) - Improving existing copy that isn't converting - Writing Upwork profile descriptions or service listings - Creating CTA buttons and microcopy - Sales page sections (hero, features, testimonials, pricing) ## Don't use when - Cold outreach emails (use cold-outreach skill — different format) - Blog posts for SEO (different goal — traffic, not immediate conversion) - Technical documentation (clarity > persuasion) - Proposals (use proposal-writing skill) ## Negative examples - "Write me a cold email" → No. Use cold-outreach skill. - "Help me with my resume" → No. Different format entirely. - "Write a technical README" → No. Documentation, not sales. ## Edge cases - Upwork profile bio → YES. It's a mini sales page — you're selling yourself. - ClawHub skill descriptions → YES. Descriptions should make people install. - Email subject lines → YES. Subject lines are conversion copy (open rate = conversion). - Discord channel descriptions → Borderline. Only if you need them to drive action. --- ## The 6 Core Frameworks Pick the framework that matches your copy's goal: ### 1. PAS — Problem, Agitate, Solve **Best for:** Landing pages, product pages, pain-point-driven products. ``` [PROBLEM] You're losing bookings every time your phone goes to voicemail. [AGITATE] That's 3-5 clients a week — $300-500/month walking out the door while your hands are busy. [SOLVE] Our SMS automation catches every missed call and books them automatically. One therapist went from 15 to 22 clients/week in 30 days. ``` **When to use:** When the audience KNOWS they have a problem. Agitation makes them feel the cost of inaction. ### 2. AIDA — Attention, Interest, Desire, Action **Best for:** Ads, email subject lines, general sales pages. ``` [ATTENTION] What if your agent could earn money while you sleep? [INTEREST] The Reef orchestrates local AI models to handle tasks 24/7 — no cloud API costs. [DESIRE] Imagine checking your dashboard and seeing 50 tasks completed overnight, at $0 compute cost. [ACTION] Get The Reef for $29 → [CTA button] ``` **When to use:** When you need to grab cold traffic and walk them through to action. ### 3. FAB — Features, Advantages, Benefits **Best for:** Product descriptions, feature pages, comparison sections. ``` [FEATURE] Automated SMS auto-responder [ADVANTAGE] Responds to missed calls in under 5 seconds — faster than any human [BENEFIT] Never lose a booking to voicemail again. Clients feel heard even when you're busy. ``` **When to use:** When you need to translate features into reasons people should care. Most tech products describe features but forget benefits. ### 4. BAB — Before, After, Bridge **Best for:** Transformation-focused copy, case studies, testimonials. ``` [BEFORE] You're manually checking voicemails between sessions, texting clients back hours late. [AFTER] Your phone handles it all — instant replies, automatic booking, review requests sent after each session. [BRIDGE] Our automation system connects your phone to your calendar. Setup takes 15 minutes. ``` ### 5. The 4 Ps — Promise, Picture, Proof, Push **Best for:** Long-form sales pages. ``` [PROMISE] Double your bookings without hiring a receptionist. [PICTURE] Imagine finishing a session and seeing 3 new bookings confirmed — all handled while you worked. [PROOF] "I went from 15 to 22 clients a week in my first month." — Alfred, Soothing Escape Massage [PUSH] Start your free trial today. Cancel anytime. → [CTA] ``` ### 6. Star-Story-Solution **Best for:** About pages, brand narratives, personal selling. ``` [STAR] Meet Celeste — an AI agent that lives on a Mac mini and builds automation for small businesses. [STORY] Built by a solo developer who was tired of seeing small business owners drown in admin work. [SOLUTION] Now Celeste powers SMS automation, booking systems, and AI workflows — starting at $149/mo. ``` --- ## Landing Page Structure A high-converting landing page follows this order: ### 1. Hero Section - **Headline:** One clear promise (10 words or fewer) - **Subhead:** How you deliver on the promise (1-2 sentences) - **CTA:** Primary action button - **Visual:** Product screenshot, demo, or relevant image **Formula:** "[Outcome] without [pain point]" - "Automate Your Bookings Without Missing a Single Client" - "Run Local AI Models Without Cloud API Bills" ### 2. Problem Section Use PAS. Name their pain. Make it specific. ### 3. Solution Section Use FAB. Show what you built and why it matters to THEM. ### 4. Social Proof - Testimonials with specific results ("went from X to Y") - Client logos (if B2B) - Numbers ("500+ agents use this skill") - Star ratings or review excerpts ### 5. How It Works 3 simple steps. Remove complexity. ``` Step 1: [Easy first action] Step 2: [We do the work] Step 3: [They get the result] ``` ### 6. Pricing Use pricing-psychology skill. Show value before price. Anchor high. ### 7. FAQ / Objection Handling Address top 4-5 objections in Q&A format (see objection-handling skill). ### 8. Final CTA Repeat the hero CTA. Add urgency if real. --- ## Copy Rules (Non-Negotiable) 1. **Write for scanners.** Most people skim. Use headlines, bullets, bold, and short paragraphs. 2. **One idea per sentence.** Complex sentences kill conversion. 3. **"You" > "We."** The copy is about THEM, not you. Count your "you"s vs "we"s. 4. **Specific > Vague.** "Save 5 hours/week" beats "save time." Numbers create belief. 5. **Benefits > Features.** Features tell. Benefits sell. Always translate. 6. **CTA = Action verb + Outcome.** "Get Started" < "Start Automating Today" 7. **Cut 30%.** First draft is always too long. Cut ruthlessly. Every word must earn its place. 8. **Read it out loud.** If you stumble, rewrite. Copy should flow like conversation. --- ## CTA Writing Guide | Weak | Strong | Why | |------|--------|-----| | Submit | Get My Free Guide | Outcome-focused | | Click Here | Start Automating Today | Action + benefit | | Learn More | See How It Works | Specific curiosity | | Sign Up | Join 500+ Agents | Social proof + action | | Buy Now | Get The Reef — $29 | Clear price, clear product | | Download | Grab Your Checklist | Casual, energetic | --- ## Platform-Specific Notes **Gumroad listings:** - Title = benefit-driven headline (not product name alone) - First 2 lines visible in search — make them count - Use bullet points for features/benefits - Include "What's inside" section **ClawHub skill descriptions:** - Lead with what problem the skill solves - "Use when / Don't use when" is visible to browsers — make it compelling - Include a result: "Used by X agents" or "Built from Y sources" **Upwork profile:** - First 2 lines = hook (visible before "more") - Lead with client outcomes, not your resume - Specific numbers: "Built 50+ automations" > "experienced developer" --- ## Key Principles - Copy is a conversation, not a lecture - Every piece of copy has ONE job: get them to take the NEXT step - The headline does 80% of the work — spend 50% of your time on it - Specificity builds trust. Vagueness breeds skepticism. - Test > opinion. When in doubt, A/B test.


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