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copywriting

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English
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Chinese

Content: Copywriting

内容：文案撰写

Guides marketing copy creation and optimization across ads, landing pages, email, and CTAs. Copywriting frameworks provide structure that increases efficiency, eliminates writer's block, ensures consistency, and improves conversion rates. Use this skill when drafting or refining copy for any marketing touchpoint.
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.
指导广告、着陆页、邮件和CTA等场景下的营销文案创作与优化。文案撰写框架能够提供结构化思路，提升创作效率、消除写作障碍、确保风格一致，并提高转化率。当您为任何营销触点撰写或优化文案时，均可使用此技能。
调用规则：首次使用时，如有需要，可先用1-2句话说明此技能的覆盖范围及其重要性，再提供核心输出。后续使用或用户要求跳过介绍时，直接输出核心内容。

Initial Assessment

初始评估

Check for product marketing context first: If 
.claude/product-marketing-context.md
or 
.cursor/product-marketing-context.md
exists, read Sections 2 (Positioning), 3 (Value Proposition), 8 (Brand & Voice).
Identify:
  1. Context: Ad, landing page, email, CTA, or general
  2. Goal: Awareness, consideration, conversion, retention
  3. Audience: ICP, stage, pain points
优先检查产品营销背景：如果存在
.claude/product-marketing-context.md
或
.cursor/product-marketing-context.md
文件，请阅读第2部分（定位）、第3部分（价值主张）、第8部分（品牌与语调）。
需要明确：
  1. 应用场景：广告、着陆页、邮件、CTA或通用场景
  2. 核心目标：品牌认知、用户考量、转化、用户留存
  3. 目标受众：理想客户画像（ICP）、用户旅程阶段、痛点

Copywriting Frameworks

文案撰写框架

FrameworkStructureBest For
PASProblem → Agitation → SolutionDirect-response; sales pages; landing pages
AIDAAttention → Interest → Desire → ActionStory-driven; ads; emails; editorials
BABBefore (problem) → After (outcome) → Bridge (how)Transformation; testimonials; case studies
FABFeatures → Advantages → BenefitsProduct pages; feature lists
4 U'sUseful, Urgent, Unique, Ultra-specificHeadlines; subject lines
框架结构适用场景
PAS问题 → 激化 → 解决方案直接响应式文案；销售页；着陆页
AIDA吸引注意 → 激发兴趣 → 唤起欲望 → 促使行动故事驱动型文案；广告；邮件；社论
BAB过去（问题状态）→ 未来（理想结果）→ 桥梁（解决方案）转型类文案；客户证言；案例研究
FAB特性 → 优势 → 利益产品页；特性列表
4 U's实用（Useful）、紧急（Urgent）、独特（Unique）、极致具体（Ultra-specific）标题；邮件主题行

PAS (Problem, Agitation, Solution)

PAS（问题、激化、解决方案）

  • 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
  • 问题：清晰识别读者的痛点
  • 激化：强化痛点的情感影响，让问题显得更迫切
  • 解决方案：将您的产品/服务作为问题的答案呈现

AIDA (Attention, Interest, Desire, Action)

AIDA（吸引注意、激发兴趣、唤起欲望、促使行动）

  • 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
  • 吸引注意：用有力的标题或开篇抓住读者注意力
  • 激发兴趣：通过事实、故事或情感共鸣提升用户参与度
  • 唤起欲望：突出产品利益，说明产品如何解决用户问题
  • 促使行动：加入清晰的行动号召（CTA）

BAB (Before, After, Bridge)

BAB（过去、未来、桥梁）

  • Before: Current problem state
  • After: Desired outcome
  • Bridge: How your solution bridges the gap
  • 过去：描述用户当前面临的问题状态
  • 未来：描绘用户期望的理想结果
  • 桥梁：说明您的解决方案如何连接过去与未来

Headline Formulas

标题公式

FormulaExample
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.
公式示例
如何达成[结果]"如何在30天内让转化率翻倍"
[数字]种实现[利益]的方法"7种无需招聘即可降低用户流失的方法"
[受众群体] + [利益]"面向想要快速上线的营销人员"
[问题]？这是解决方案"受SEO困扰？这里有解决办法"
[过去状态] → [未来状态]"90天内从0到1万用户"
面向[受众]的[形容词][名词]"SaaS创始人的终极指南"
规则：前置关键词；搜索引擎结果页（SERP）标题控制在60字符以内；避免标题党；保持广告与着陆页标题一致。

Copy by Context

分场景文案

ContextFocusSkills
Ad copyHook, benefit, CTA; platform limitspaid-ads-strategy, google-ads, meta-ads
Landing pageHeadline, value prop, CTA; above foldlanding-page-generator, hero-generator
EmailSubject line, preview, body, CTAemail-marketing
CTAValue-focused; action verb; avoid "Submit"cta-generator
场景核心重点关联技能
广告文案钩子、利益点、CTA；平台限制paid-ads-strategy, google-ads, meta-ads
着陆页文案标题、价值主张、CTA；首屏内容landing-page-generator, hero-generator
邮件文案主题行、预览文本、正文、CTAemail-marketing
CTA文案以价值为核心；使用行动动词；避免使用“提交”cta-generator

Ad copy vs Landing page copy

广告文案 vs 着陆页文案

ElementAdLanding Page
PromiseMust match page headlineSame promise; expand on it
LengthConcise; platform limitsEnough to explain value
CTAClick-through; "Learn More"Conversion; "Start Free Trial"
Avoid: Ad promise not visible on page; mismatch increases bounce.
元素广告着陆页
承诺必须与着陆页标题匹配保持相同承诺，并进一步展开
长度简洁；符合平台限制足够解释产品价值即可
CTA引导点击；如“了解更多”引导转化；如“开始免费试用”
禁忌：广告承诺未在着陆页呈现；承诺不匹配会增加跳出率。

CTA Copy Best Practices

CTA文案最佳实践

  • 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
  • 以价值为核心：用“开始免费试用”替代“提交”
  • 使用行动动词：“获取”“试用”“下载”“加入”等
  • 具体明确：用“获取免费审计报告”替代“点击此处”
  • A/B测试：测试颜色、文案、位置、尺寸

Output Format

输出格式

  • Framework (PAS, AIDA, BAB) recommendation
  • Headline options (2–3 variants)
  • Body copy structure
  • CTA copy options
  • A/B test suggestions (if applicable)
  • 框架推荐（PAS、AIDA、BAB等）
  • 标题选项（2-3种变体）
  • 正文结构
  • CTA文案选项
  • A/B测试建议（如适用）

Related Skills

关联技能

  • 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
  • landing-page-generator：着陆页文案与结构设计
  • hero-generator：首屏标题、副标题、CTA
  • cta-generator：CTA设计与文案
  • paid-ads-strategy：广告文案框架（PAS、BAB、社交证明）
  • email-marketing：邮件主题行、正文文案
  • branding：品牌语调、风格一致性