← Back to Skills Marketplace
copywriting
by
Kostja Zhang
· GitHub ↗
· v1.2.0
· MIT-0
342
Downloads
0
Stars
0
Active Installs
2
Versions
Install in OpenClaw
/install copywriting-content
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 "...
README (SKILL.md)
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:
- Context: Ad, landing page, email, CTA, or general
- Goal: Awareness, consideration, conversion, retention
- 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 |
| 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
Usage Guidance
This skill looks like a straightforward copywriting guide, but its instructions tell the agent to open and read .claude/project-context.md or .cursor/project-context.md for context. The metadata does not declare those config paths. Before installing, ask the provider to either (1) explicitly declare those config paths in the skill metadata so you can review what will be accessed, or (2) remove the directive to auto-read project-context files. If those project-context files exist in your workspace, review their contents (they may contain sensitive positioning, product, or brand information) and consider storing sensitive secrets elsewhere. If you require higher assurance, request a version of the skill that prompts the user to paste or confirm context rather than automatically reading files. Additional information that would raise confidence to 'high': explicit declaration of the config paths in the metadata and a statement that the skill will only read those files (no other files), or an updated SKILL.md that requires explicit user consent before reading workspace files.
Capability Analysis
Type: OpenClaw Skill
Name: copywriting-content
Version: 1.2.0
The skill bundle contains standard marketing copywriting frameworks (PAS, AIDA, BAB) and instructions for an AI agent to generate short-form content. There are no executable code files, network requests, or malicious instructions; it only references local project context files (e.g., .claude/project-context.md) to align with the user's brand voice.
Capability Assessment
Purpose & Capability
Name, description, and runtime instructions all focus on short-form marketing copy (headlines, CTAs, ads, landing pages, email). There are no unrelated env vars, binaries, or install steps requested, which aligns with the stated purpose.
Instruction Scope
SKILL.md instructs the agent to 'Check for project context first' by reading .claude/project-context.md or .cursor/project-context.md and to read specific sections (Positioning, Value Proposition, Brand & Voice). Those file reads are concrete actions not surfaced in the skill's declared requirements. This is scope-related because it instructs access to workspace files that may contain sensitive or broad context and wasn't declared in the metadata.
Install Mechanism
No install spec and no code files are present, so nothing will be written or executed on disk by the skill itself. This is the lowest-risk installation model.
Credentials
The skill declares no environment variables or credentials (appropriate for copywriting). However, it also instructs reading specific project-context config files (undisclosed in metadata). That implicit requirement should be declared because those files can contain sensitive information; otherwise the metadata underreports what the skill will access.
Persistence & Privilege
always:false and default agent invocation settings are used. The skill does not request persistent presence or elevated platform privileges.
How to Use
- Make sure OpenClaw is installed (local or Docker)
- Run the install command in chat:
/install copywriting-content - After installation, invoke the skill by name or use
/copywriting-content - Provide required inputs per the skill's parameter spec and get structured output
Version History
v1.2.0
Batch: copywriting through about-page-generator
v1.1.0
Automated batch sync
Metadata
Frequently Asked Questions
What is copywriting?
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 "... It is an AI Agent Skill for Claude Code / OpenClaw, with 342 downloads so far.
How do I install copywriting?
Run "/install copywriting-content" in the OpenClaw or Claude Code chat to install it in one step — no extra setup required.
Is copywriting free?
Yes, copywriting is completely free, licensed under MIT-0. You can download, install and use it at no cost.
Which platforms does copywriting support?
copywriting is cross-platform and runs anywhere OpenClaw / Claude Code is available (cross-platform).
Who created copywriting?
It is built and maintained by Kostja Zhang (@kostja94); the current version is v1.2.0.
More Skills