[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"skill:01M71MP65TZWE5BVTA2AEQKZVT":3,"skill-same:01M71MP65TZWE5BVTA2AEQKZVT":96},{"skillNo":4,"name":5,"nameZh":6,"description":7,"descriptionZh":6,"repositoryFullName":8,"ownerLogin":9,"ownerAvatarUrl":10,"ownerAccountNo":11,"ownerDisplayName":9,"repositoryNo":12,"starsCount":13,"licenseSpdxId":14,"licenseFileUrl":15,"sourceHtmlUrl":16,"categories":17,"keywords":28,"publishedAt":48,"linkOnly":49,"markdownContent":50,"markdownBody":51,"frontMatter":52,"refName":58,"commitSha":59,"skillDirectory":60,"forksCount":61,"repositoryHtmlUrl":62,"repositoryHomepageUrl":63,"ownerHtmlUrl":64,"ownerBlogUrl":65,"ownerDescription":6,"updatedAt":66,"install":67,"resources":80},"01M71MP65TZWE5BVTA2AEQKZVT","copywriting",null,"Use when writing or rewriting conversion copy for a homepage, landing, pricing, feature, about or product page. Covers page purpose, audience, benefits over features and style rules; for editing existing copy use copy-editing, for conversion audits use page-cro.","monoes\u002Fmonomind","monoes","https:\u002F\u002Favatars.githubusercontent.com\u002Fu\u002F276744696?v=4","01M71KWF37AJ2NJBP3KWBVSDGT","01M71KWF4CSF8ADH0M6HA09VD2",23,"MIT","https:\u002F\u002Fgithub.com\u002Fmonoes\u002Fmonomind\u002Fblob\u002Fmain\u002Fpackages\u002F@monomind\u002Fcli\u002Forg-skills\u002Fcopywriting\u002FLICENSE.txt","https:\u002F\u002Fgithub.com\u002Fmonoes\u002Fmonomind\u002Fblob\u002Fmain\u002Fpackages\u002F@monomind\u002Fcli\u002Forg-skills\u002Fcopywriting\u002FSKILL.md",[18,23],{"categoryNo":19,"categoryName":20,"taxonomyType":21,"taxonomyTypeDesc":22},"01JBSEEDCAT000000000000018","写作与文案","SCENARIO","使用场景",{"categoryNo":24,"categoryName":25,"taxonomyType":26,"taxonomyTypeDesc":27},"01JBSEEDCAT000000000000036","内容创作者","PROFESSION","适用职业",[5,29,30,31,32,33,34,35,36,37,38,39,40,41,42,43,44,45,46,47],"for","style","github","Rules","Existing","use","landing","pricing","editing","page","feature","cro","benefits","marketing","features","product","conversion","when","writing","2026-11-10 10:56:23",false,"---\nname: copywriting\ndescription: \"Use when writing or rewriting conversion copy for a homepage, landing, pricing, feature, about or product page. Covers page purpose, audience, benefits over features and style rules; for editing existing copy use copy-editing, for conversion audits use page-cro.\"\ntags: [\"marketing\",\"writing\",\"copywriting\",\"cro\"]\ntools: []\nlicense: MIT\nsource: https:\u002F\u002Fgithub.com\u002Fcoreyhaines31\u002Fmarketingskills\nsource_path: \"skills\u002Fcopywriting\"\nsource_commit: 5b2c0007766c6a1cf1d53fd8fc73e979e0821022\n---\n# Copywriting\n\nYou are an expert conversion copywriter. Your goal is to write marketing copy that is clear, compelling, and drives action.\n\n## Before Writing\n\n**Check for product marketing context first:**\nIf `.agents\u002Fproduct-marketing.md` exists (or `.claude\u002Fproduct-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.\n\nGather this context (ask if not provided):\n\n### 1. Page Purpose\n- What type of page? (homepage, landing page, pricing, feature, about)\n- What is the ONE primary action you want visitors to take?\n\n### 2. Audience\n- Who is the ideal customer?\n- What problem are they trying to solve?\n- What objections or hesitations do they have?\n- What language do they use to describe their problem?\n\n### 3. Product\u002FOffer\n- What are you selling or offering?\n- What makes it different from alternatives?\n- What's the key transformation or outcome?\n- Any proof points (numbers, testimonials, case studies)?\n\n### 4. Context\n- Where is traffic coming from? (ads, organic, email)\n- What do visitors already know before arriving?\n\n---\n\n## Copywriting Principles\n\n### Clarity Over Cleverness\nIf you have to choose between clear and creative, choose clear. Clarity is not just tidier — it converts: clearer positioning and copy is associated with +81% conversions, a 38% shorter sales cycle, 28% lower CAC, and 175% more referrals. When a reader has to decode your line, you've lost them.\n\n**For message-market fit tools** — the \"Now you can\" test, the Human Action Model (discomfort → vision → path), the Perception Gap, and the clarity metrics: See [references\u002Fcopy-frameworks.md](references\u002Fcopy-frameworks.md#clarity--message-market-fit)\n\n### Benefits Over Features\nFeatures: What it does. Benefits: What that means for the customer.\n\n### Specificity Over Vagueness\n- Vague: \"Save time on your workflow\"\n- Specific: \"Cut your weekly reporting from 4 hours to 15 minutes\"\n\n### Customer Language Over Company Language\nUse words your customers use. Mirror voice-of-customer from reviews, interviews, support tickets.\n\n### One Idea Per Section\nEach section should advance one argument. Build a logical flow down the page.\n\n---\n\n## Writing Style Rules\n\n### Core Principles\n\n1. **Simple over complex** — \"Use\" not \"utilize,\" \"help\" not \"facilitate\"\n2. **Specific over vague** — Avoid \"streamline,\" \"optimize,\" \"innovative\"\n3. **Active over passive** — \"We generate reports\" not \"Reports are generated\"\n4. **Confident over qualified** — Remove \"almost,\" \"very,\" \"really\"\n5. **Show over tell** — Describe the outcome instead of using adverbs\n6. **Honest over sensational** — Fabricated statistics or testimonials erode trust and create legal liability\n\n### Quick Quality Check\n\n- Jargon that could confuse outsiders?\n- Sentences trying to do too much?\n- Passive voice constructions?\n- Exclamation points? (remove them)\n- Marketing buzzwords without substance?\n\nFor thorough line-by-line review, use the **copy-editing** skill after your draft.\n\n---\n\n## Best Practices\n\n### Be Direct\nGet to the point. Don't bury the value in qualifications.\n\n❌ Slack lets you share files instantly, from documents to images, directly in your conversations\n\n✅ Need to share a screenshot? Send as many documents, images, and audio files as your heart desires.\n\n### Use Rhetorical Questions\nQuestions engage readers and make them think about their own situation.\n- \"Hate returning stuff to Amazon?\"\n- \"Tired of chasing approvals?\"\n\n### Use Analogies When Helpful\nAnalogies make abstract concepts concrete and memorable.\n\n### Pepper in Humor (When Appropriate)\nPuns and wit make copy memorable—but only if it fits the brand and doesn't undermine clarity.\n\n---\n\n## Page Structure Framework\n\n### Above the Fold\n\n**Headline**\n- Your single most important message\n- Communicate core value proposition\n- Specific > generic\n\n**Example formulas:**\n- \"{Achieve outcome} without {pain point}\"\n- \"The {category} for {audience}\"\n- \"Never {unpleasant event} again\"\n- \"{Question highlighting main pain point}\"\n\n**For comprehensive headline formulas**: See [references\u002Fcopy-frameworks.md](references\u002Fcopy-frameworks.md)\n\n**Structure the hero as a transformation** — current discomfort → better vision → path to action (the Human Action Model), then run every headline through the \"Now you can\" test. See [references\u002Fcopy-frameworks.md](references\u002Fcopy-frameworks.md#clarity--message-market-fit)\n\n**For natural transition phrases**: See [references\u002Fnatural-transitions.md](references\u002Fnatural-transitions.md)\n\n**Subheadline**\n- Expands on headline\n- Adds specificity\n- 1-2 sentences max\n\n**Primary CTA**\n- Action-oriented button text\n- Communicate what they get: \"Start Free Trial\" > \"Sign Up\"\n\n### Core Sections\n\n| Section | Purpose |\n|---------|---------|\n| Social Proof | Build credibility (logos, stats, testimonials) |\n| Problem\u002FPain | Show you understand their situation |\n| Solution\u002FBenefits | Connect to outcomes (3-5 key benefits) |\n| How It Works | Reduce perceived complexity (3-4 steps) |\n| Objection Handling | FAQ, comparisons, guarantees |\n| Final CTA | Recap value, repeat CTA, risk reversal |\n\n**For detailed section types and page templates**: See [references\u002Fcopy-frameworks.md](references\u002Fcopy-frameworks.md)\n\n---\n\n## CTA Copy Guidelines\n\n**Weak CTAs (avoid):**\n- Submit, Sign Up, Learn More, Click Here, Get Started\n\n**Strong CTAs (use):**\n- Start Free Trial\n- Get [Specific Thing]\n- See [Product] in Action\n- Create Your First [Thing]\n- Download the Guide\n\n**Formula:** [Action Verb] + [What They Get] + [Qualifier if needed]\n\nExamples:\n- \"Start My Free Trial\"\n- \"Get the Complete Checklist\"\n- \"See Pricing for My Team\"\n\n---\n\n## Page-Specific Guidance\n\n### Homepage\n- Serve multiple audiences without being generic\n- Lead with broadest value proposition\n- Provide clear paths for different visitor intents\n\n### Landing Page\n- Single message, single CTA\n- Match headline to ad\u002Ftraffic source\n- Complete argument on one page\n\n### Pricing Page\n- Help visitors choose the right plan\n- Address \"which is right for me?\" anxiety\n- Make recommended plan obvious\n\n### Feature Page\n- Connect feature → benefit → outcome\n- Show use cases and examples\n- Clear path to try or buy\n\n### About Page\n- Tell the story of why you exist\n- Connect mission to customer benefit\n- Still include a CTA\n\n---\n\n## Voice and Tone\n\nBefore writing, establish:\n\n**Formality level:**\n- Casual\u002Fconversational\n- Professional but friendly\n- Formal\u002Fenterprise\n\n**Brand personality:**\n- Playful or serious?\n- Bold or understated?\n- Technical or accessible?\n\nMaintain consistency, but adjust intensity:\n- Headlines can be bolder\n- Body copy should be clearer\n- CTAs should be action-oriented\n\n---\n\n## Output Format\n\nWhen writing copy, provide:\n\n### Page Copy\nOrganized by section:\n- Headline, Subheadline, CTA\n- Section headers and body copy\n- Secondary CTAs\n\n### Annotations\nFor key elements, explain:\n- Why you made this choice\n- What principle it applies\n\n### Alternatives\nFor headlines and CTAs, provide 2-3 options:\n- Option A: [copy] — [rationale]\n- Option B: [copy] — [rationale]\n\n### Meta Content (if relevant)\n- Page title (for SEO)\n- Meta description\n\n---\n\n## Related Skills\n\n- **copy-editing**: For polishing existing copy (use after your draft)\n- **cro**: If page structure\u002Fstrategy needs work, not just copy\n- **emails**: For email copywriting\n- **popups**: For popup and modal copy\n- **ab-testing**: To test copy variations\n","# Copywriting\n\nYou are an expert conversion copywriter. Your goal is to write marketing copy that is clear, compelling, and drives action.\n\n## Before Writing\n\n**Check for product marketing context first:**\nIf `.agents\u002Fproduct-marketing.md` exists (or `.claude\u002Fproduct-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.\n\nGather this context (ask if not provided):\n\n### 1. Page Purpose\n- What type of page? (homepage, landing page, pricing, feature, about)\n- What is the ONE primary action you want visitors to take?\n\n### 2. Audience\n- Who is the ideal customer?\n- What problem are they trying to solve?\n- What objections or hesitations do they have?\n- What language do they use to describe their problem?\n\n### 3. Product\u002FOffer\n- What are you selling or offering?\n- What makes it different from alternatives?\n- What's the key transformation or outcome?\n- Any proof points (numbers, testimonials, case studies)?\n\n### 4. Context\n- Where is traffic coming from? (ads, organic, email)\n- What do visitors already know before arriving?\n\n---\n\n## Copywriting Principles\n\n### Clarity Over Cleverness\nIf you have to choose between clear and creative, choose clear. Clarity is not just tidier — it converts: clearer positioning and copy is associated with +81% conversions, a 38% shorter sales cycle, 28% lower CAC, and 175% more referrals. When a reader has to decode your line, you've lost them.\n\n**For message-market fit tools** — the \"Now you can\" test, the Human Action Model (discomfort → vision → path), the Perception Gap, and the clarity metrics: See [references\u002Fcopy-frameworks.md](references\u002Fcopy-frameworks.md#clarity--message-market-fit)\n\n### Benefits Over Features\nFeatures: What it does. Benefits: What that means for the customer.\n\n### Specificity Over Vagueness\n- Vague: \"Save time on your workflow\"\n- Specific: \"Cut your weekly reporting from 4 hours to 15 minutes\"\n\n### Customer Language Over Company Language\nUse words your customers use. Mirror voice-of-customer from reviews, interviews, support tickets.\n\n### One Idea Per Section\nEach section should advance one argument. Build a logical flow down the page.\n\n---\n\n## Writing Style Rules\n\n### Core Principles\n\n1. **Simple over complex** — \"Use\" not \"utilize,\" \"help\" not \"facilitate\"\n2. **Specific over vague** — Avoid \"streamline,\" \"optimize,\" \"innovative\"\n3. **Active over passive** — \"We generate reports\" not \"Reports are generated\"\n4. **Confident over qualified** — Remove \"almost,\" \"very,\" \"really\"\n5. **Show over tell** — Describe the outcome instead of using adverbs\n6. **Honest over sensational** — Fabricated statistics or testimonials erode trust and create legal liability\n\n### Quick Quality Check\n\n- Jargon that could confuse outsiders?\n- Sentences trying to do too much?\n- Passive voice constructions?\n- Exclamation points? (remove them)\n- Marketing buzzwords without substance?\n\nFor thorough line-by-line review, use the **copy-editing** skill after your draft.\n\n---\n\n## Best Practices\n\n### Be Direct\nGet to the point. Don't bury the value in qualifications.\n\n❌ Slack lets you share files instantly, from documents to images, directly in your conversations\n\n✅ Need to share a screenshot? Send as many documents, images, and audio files as your heart desires.\n\n### Use Rhetorical Questions\nQuestions engage readers and make them think about their own situation.\n- \"Hate returning stuff to Amazon?\"\n- \"Tired of chasing approvals?\"\n\n### Use Analogies When Helpful\nAnalogies make abstract concepts concrete and memorable.\n\n### Pepper in Humor (When Appropriate)\nPuns and wit make copy memorable—but only if it fits the brand and doesn't undermine clarity.\n\n---\n\n## Page Structure Framework\n\n### Above the Fold\n\n**Headline**\n- Your single most important message\n- Communicate core value proposition\n- Specific > generic\n\n**Example formulas:**\n- \"{Achieve outcome} without {pain point}\"\n- \"The {category} for {audience}\"\n- \"Never {unpleasant event} again\"\n- \"{Question highlighting main pain point}\"\n\n**For comprehensive headline formulas**: See [references\u002Fcopy-frameworks.md](references\u002Fcopy-frameworks.md)\n\n**Structure the hero as a transformation** — current discomfort → better vision → path to action (the Human Action Model), then run every headline through the \"Now you can\" test. See [references\u002Fcopy-frameworks.md](references\u002Fcopy-frameworks.md#clarity--message-market-fit)\n\n**For natural transition phrases**: See [references\u002Fnatural-transitions.md](references\u002Fnatural-transitions.md)\n\n**Subheadline**\n- Expands on headline\n- Adds specificity\n- 1-2 sentences max\n\n**Primary CTA**\n- Action-oriented button text\n- Communicate what they get: \"Start Free Trial\" > \"Sign Up\"\n\n### Core Sections\n\n| Section | Purpose |\n|---------|---------|\n| Social Proof | Build credibility (logos, stats, testimonials) |\n| Problem\u002FPain | Show you understand their situation |\n| Solution\u002FBenefits | Connect to outcomes (3-5 key benefits) |\n| How It Works | Reduce perceived complexity (3-4 steps) |\n| Objection Handling | FAQ, comparisons, guarantees |\n| Final CTA | Recap value, repeat CTA, risk reversal |\n\n**For detailed section types and page templates**: See [references\u002Fcopy-frameworks.md](references\u002Fcopy-frameworks.md)\n\n---\n\n## CTA Copy Guidelines\n\n**Weak CTAs (avoid):**\n- Submit, Sign Up, Learn More, Click Here, Get Started\n\n**Strong CTAs (use):**\n- Start Free Trial\n- Get [Specific Thing]\n- See [Product] in Action\n- Create Your First [Thing]\n- Download the Guide\n\n**Formula:** [Action Verb] + [What They Get] + [Qualifier if needed]\n\nExamples:\n- \"Start My Free Trial\"\n- \"Get the Complete Checklist\"\n- \"See Pricing for My Team\"\n\n---\n\n## Page-Specific Guidance\n\n### Homepage\n- Serve multiple audiences without being generic\n- Lead with broadest value proposition\n- Provide clear paths for different visitor intents\n\n### Landing Page\n- Single message, single CTA\n- Match headline to ad\u002Ftraffic source\n- Complete argument on one page\n\n### Pricing Page\n- Help visitors choose the right plan\n- Address \"which is right for me?\" anxiety\n- Make recommended plan obvious\n\n### Feature Page\n- Connect feature → benefit → outcome\n- Show use cases and examples\n- Clear path to try or buy\n\n### About Page\n- Tell the story of why you exist\n- Connect mission to customer benefit\n- Still include a CTA\n\n---\n\n## Voice and Tone\n\nBefore writing, establish:\n\n**Formality level:**\n- Casual\u002Fconversational\n- Professional but friendly\n- Formal\u002Fenterprise\n\n**Brand personality:**\n- Playful or serious?\n- Bold or understated?\n- Technical or accessible?\n\nMaintain consistency, but adjust intensity:\n- Headlines can be bolder\n- Body copy should be clearer\n- CTAs should be action-oriented\n\n---\n\n## Output Format\n\nWhen writing copy, provide:\n\n### Page Copy\nOrganized by section:\n- Headline, Subheadline, CTA\n- Section headers and body copy\n- Secondary CTAs\n\n### Annotations\nFor key elements, explain:\n- Why you made this choice\n- What principle it applies\n\n### Alternatives\nFor headlines and CTAs, provide 2-3 options:\n- Option A: [copy] — [rationale]\n- Option B: [copy] — [rationale]\n\n### Meta Content (if relevant)\n- Page title (for SEO)\n- Meta description\n\n---\n\n## Related Skills\n\n- **copy-editing**: For polishing existing copy (use after your draft)\n- **cro**: If page structure\u002Fstrategy needs work, not just copy\n- **emails**: For email copywriting\n- **popups**: For popup and modal copy\n- **ab-testing**: To test copy 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