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copywriter

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Chinese

Copywriter

文案撰写Skill

Overview

概述

This skill produces high-converting marketing copy using proven frameworks like AIDA (Attention, Interest, Desire, Action), PAS (Problem, Agitate, Solution), and benefit-led writing. It distinguishes features from benefits, uses power words strategically, and places calls to action where they convert. Whether you need punchy hero copy for a SaaS landing page, a product description that sells on Amazon, or two variations to A/B test, this skill delivers persuasive copy that moves readers toward a decision.
此Skill采用经过验证的框架（如AIDA（注意力、兴趣、欲望、行动）、PAS（问题、加剧痛点、解决方案））以及利益导向型写作方法，生成高转化的营销文案。它能区分功能与利益点，战略性地使用强力词汇，并在高转化位置设置CTA。无论您需要SaaS着陆页的有力主标题文案、亚马逊平台的带货产品描述，还是用于A/B测试的两种文案变体，此Skill都能产出具有说服力的文案，推动读者做出决策。

When to Use

适用场景

  • Landing page hero sections, subheadlines, and CTAs
  • Product descriptions for e-commerce or app stores
  • Digital ad copy (Google, Meta, LinkedIn)
  • Sales emails and promotional sequences
  • Taglines and brand positioning statements
  • Pricing page copy
  • Webinar or event registration pages
  • 着陆页主标题区、副标题及CTA
  • 电商或应用商店的产品描述
  • 数字广告文案（Google、Meta、LinkedIn）
  • 销售邮件及推广序列
  • 标语及品牌定位声明
  • 定价页文案
  • 研讨会或活动注册页

When NOT to Use

不适用场景

  • Long-form editorial or thought-leadership articles (use 
    blog-post
    skill)
  • Technical documentation or product guides (use 
    technical-writer
    skill)
  • Journalistic or news content
  • Academic writing (use 
    academic-essay
    skill)
  • 长篇社论或思想领导力文章（使用
    blog-post
    skill）
  • 技术文档或产品指南（使用
    technical-writer
    skill）
  • 新闻类内容
  • 学术写作（使用
    academic-essay
    skill）

Quick Reference

速查指南

TaskApproach
Hero headlineLead with the transformation/outcome, not the product
Features vs benefitsFeature: "256-bit encryption"; Benefit: "Your data stays private, always"
AIDAAttention → Interest → Desire → Action
PASProblem → Agitate → Solution
Power wordsFree, proven, guaranteed, instantly, effortless, exclusive, limited
CTAVerb + specific outcome: "Start saving time" not "Submit"
Social proofSpecific numbers beat vague claims: "4,200 teams" not "thousands"
A/B testingChange one element at a time: headline OR CTA, not both
任务方法
主标题以转化成果/结果为核心，而非产品本身
功能vs利益点功能："256-bit encryption"；利益点："您的数据始终保持私密"
AIDA注意力 → 兴趣 → 欲望 → 行动
PAS问题 → 加剧痛点 → 解决方案
强力词汇Free、proven、guaranteed、instantly、effortless、exclusive、limited
CTA动词+具体成果："Start saving time" 而非 "Submit"
社交证明具体数据胜过模糊表述："4,200 teams" 而非 "thousands"
A/B测试每次仅更改一个元素：仅修改标题或仅修改CTA，而非同时修改两者

Instructions

操作步骤

  1. Identify the ONE conversion goal. Every piece of copy has one job: get a click, start a trial, complete a purchase, fill a form. Determine this before writing a word.
  2. Define the target reader. Who are they? What do they desperately want? What pain are they trying to escape? What objections will they have? Copy that speaks to everyone persuades no one.
  3. Extract benefits from features. For each product feature, ask "so what?" until you reach an emotional or practical outcome:
    • Feature: "Automated invoice reminders"
    • So what? → "Clients pay on time"
    • So what? → "You don't have to chase money"
    • Benefit: "Stop chasing invoices. Get paid on time, automatically."
  4. Choose the right framework.
    AIDA (best for landing pages and ads):
    • Attention: Hook with the problem, bold claim, or surprising stat
    • Interest: Explain why it matters specifically to this reader
    • Desire: Show the outcome/transformation; use social proof and specifics
    • Action: One clear CTA
    PAS (best for email, short-form, pain-heavy products):
    • Problem: Name the pain precisely—readers feel seen
    • Agitate: Make them feel the cost of not solving it
    • Solution: Introduce your product as the relief
    FAB (best for product descriptions):
    • Feature: What it is
    • Advantage: What it does better
    • Benefit: Why the reader's life improves
  5. Write the headline first. The headline is 80% of the copy's success. Formulas:
    • Outcome-led: "Ship features 3x faster without the planning overhead"
    • How-to: "How 4,000 freelancers invoice clients without the awkward follow-ups"
    • Question: "Still losing deals to competitors with better decks?"
    • Before/After: "From scattered notes to published book in 30 days"
  6. Use power words with intention. Don't stuff—select 2–3 per piece:
    • Urgency: immediately, today, deadline, expires
    • Exclusivity: exclusive, members-only, early access, limited
    • Trust: proven, guaranteed, certified, trusted by
    • Ease: effortless, in minutes, done-for-you, one-click
    • Value: free, save, bonus, no-cost
  7. Write the CTA as a verb phrase, not a noun.
    • ❌ "Submit", "Click here", "Learn more"
    • ✅ "Start my free trial", "Get my custom plan", "Save my spot", "See how it works"
  8. Create A/B variations. Change one element at a time. Commonly tested elements:
    • Headline angle (benefit-led vs. problem-led)
    • CTA copy ("Start free trial" vs. "Try it free for 14 days")
    • Social proof type (testimonial quote vs. stat vs. logo strip)
  1. 明确唯一转化目标。每篇文案都只有一个核心任务：获得点击、开启试用、完成购买、填写表单。动笔前先确定这个目标。
  2. 定义目标读者。他们是谁？他们迫切想要什么？他们想摆脱什么痛苦？他们会有哪些顾虑？面向所有人的文案无法说服任何人。
  3. 从功能中提炼利益点。针对每个产品功能，不断追问“那又怎样？”，直到得出情感或实际层面的成果：
    • 功能："Automated invoice reminders"
    • 那又怎样？→ "客户按时付款"
    • 那又怎样？→ "您无需追讨款项"
    • 利益点："停止追讨发票。自动按时收款。"
  4. 选择合适的框架
    AIDA（最适合着陆页和广告）：
    • Attention（注意力）：通过痛点、大胆断言或惊人数据吸引读者
    • Interest（兴趣）：解释这为何与目标读者密切相关
    • Desire（欲望）：展示成果/转化效果；使用社交证明和具体细节
    • Action（行动）：设置一个清晰的CTA
    PAS（最适合邮件、短文案、痛点突出的产品）：
    • Problem（问题）：精准点明痛点——让读者产生共鸣
    • Agitate（加剧痛点）：让读者感受到不解决问题的代价
    • Solution（解决方案）：将您的产品作为缓解方案推出
    FAB（最适合产品描述）：
    • Feature（功能）：产品具备什么
    • Advantage（优势）：它比同类产品好在哪里
    • Benefit（利益点）：读者的生活将如何改善
  5. 先写标题。标题决定了文案80%的成功率。常用公式：
    • 成果导向："Ship features 3x faster without the planning overhead"
    • 教程式："How 4,000 freelancers invoice clients without the awkward follow-ups"
    • 提问式："Still losing deals to competitors with better decks?"
    • 前后对比式："From scattered notes to published book in 30 days"
  6. 有针对性地使用强力词汇。不要堆砌——每篇文案选择2-3个即可：
    • 紧迫感：immediately、today、deadline、expires
    • 专属感：exclusive、members-only、early access、limited
    • 信任感：proven、guaranteed、certified、trusted by
    • 便捷性：effortless、in minutes、done-for-you、one-click
    • 价值感：free、save、bonus、no-cost
  7. 将CTA写成动词短语，而非名词
    • ❌ "Submit"、"Click here"、"Learn more"
    • ✅ "Start my free trial"、"Get my custom plan"、"Save my spot"、"See how it works"
  8. 创建A/B测试变体。每次仅更改一个元素。常见测试元素：
    • 标题角度（利益导向vs痛点导向）
    • CTA文案（"Start free trial" vs "Try it free for 14 days"）
    • 社交证明类型（客户证言引用vs数据vs品牌logo栏）

Examples

示例

Example 1: Landing Page Hero Copy

示例1：着陆页主标题区文案

Input: "Write hero section copy for a project management SaaS aimed at creative agencies (10–50 person teams). Key features: timeline view, client portals, resource tracking. Main pain point: projects go over budget and miss deadlines. Include headline, subheadline, and CTA button."
Output:
Headline: Every project. On time. Under budget.
Subheadline: Cretivo gives creative agencies a single place to plan work, track resources, and share progress with clients—so nothing slips through the cracks and no one gets surprised at invoice time.
CTA Button: Start your free 14-day trial →
Variant A (problem-led headline):
Headline: Stop explaining why the project ran over.
Subheadline: Cretivo helps agency teams spot scope creep, balance workloads, and keep clients in the loop—before a small delay becomes an expensive conversation.
CTA Button: See how it works →
Why these work:
  • "Every project. On time. Under budget." directly addresses the stated pain in three punchy phrases
  • The subheadline names the audience (creative agencies), the mechanism (plan/track/share), and the outcome (no surprises)
  • Variant A uses PAS structure—the headline names the pain, the subheadline agitates it, the CTA implies relief
  • Both CTAs are action verbs tied to a specific outcome
输入： "为面向创意机构（10-50人团队）的项目管理SaaS撰写主标题区文案。核心功能：时间线视图、客户门户、资源追踪。主要痛点：项目超预算、错过截止日期。包含标题、副标题和CTA按钮。"
输出：
标题： 每个项目，按时交付，低于预算。
副标题： Cretivo为创意机构提供一个统一平台，用于规划工作、追踪资源、与客户共享进度——确保没有遗漏，发票开具时不会出现意外。
CTA按钮： 开启14天免费试用 →
变体A（痛点导向标题）：
标题： 别再解释项目为何超期。
副标题： Cretivo帮助机构团队发现范围蔓延、平衡工作量、让客户及时了解情况——在小延误演变成昂贵沟通之前解决问题。
CTA按钮： 查看工作原理 →
为何有效：
  • "每个项目，按时交付，低于预算。" 用三个有力短语直接点明用户的痛点
  • 副标题明确了受众（创意机构）、运作机制（规划/追踪/共享）和成果（无意外）
  • 变体A采用PAS结构——标题点明痛点，副标题加剧痛点，CTA暗示解决方案
  • 两个CTA都是与具体成果绑定的动作动词

Example 2: Product Description (E-commerce)

示例2：电商产品描述

Input: "Write a product description for a $180 weighted blanket called 'Hush'. 15 lbs, cotton cover, glass bead fill, machine washable. Target: adults with anxiety or sleep issues. Max 150 words."
Output:
Hush Weighted Blanket — Finally, a night that feels like rest.
Deep pressure stimulation isn't just science—it's the feeling of waking up and actually feeling rested.
Hush is filled with thousands of tiny glass microbeads, evenly distributed so the weight settles across your whole body, not just one spot. The 100% cotton cover is cool to the touch—no overheating, no sweating, just steady, calming pressure through the night.
15 lbs. The research-backed sweet spot for most adults.
Machine washable. No dry-clean-only anxiety on top of your actual anxiety.
Sleep better. Wake up lighter.
[Choose your size →]
Word count: 97 words
What's working:
  • Opens with the transformation, not the product specs
  • "No dry-clean-only anxiety on top of your actual anxiety"—humor that resonates specifically with the target audience
  • Specs appear mid-copy, after emotional engagement, not at the top
  • CTA button copy is action-oriented
输入： "为一款售价180美元、名为'Hush'的重力毯撰写产品描述。参数：15磅、棉质外层、玻璃珠填充、可机洗。目标受众：有焦虑或睡眠问题的成年人。最多150词。"
输出：
Hush重力毯 —— 终于，拥有真正安心的夜晚。
深度压力刺激不只是科学——它是醒来后真正感到休息的那种舒适感。
Hush内部填充了数千颗微小玻璃微珠，均匀分布，让重量覆盖全身，而非集中在某一处。100%棉质外层触感清凉——不会过热、不会出汗，整夜都能感受到稳定、舒缓的压力。
15磅。多数成年人的研究推荐重量。
可机洗。不用在原有焦虑之上再添干洗的烦恼。
睡得更好，醒来更轻松。
[选择您的尺寸 →]
词数： 97词
亮点：
  • 开篇即突出转化成果，而非产品参数
  • "不用在原有焦虑之上再添干洗的烦恼"——与目标受众共鸣的幽默表达
  • 参数在情感共鸣之后出现，而非开头
  • CTA按钮文案具有行动导向

Example 3: Google Ad Copy

示例3：Google广告文案

Input: "Write Google Search ad copy for an accountant targeting small business owners searching for 'small business accountant'. Include headline and description variants."
Output:
Headline 1: Small Business Accountant Headline 2: Tax Prep, Bookkeeping & CFO Help Headline 3: Free 30-Min Strategy Call
Description 1: Stop guessing on taxes. We handle the numbers so you can focus on the business. Serving 500+ small businesses. Description 2: Fixed monthly pricing. No surprise invoices. Get an accountant who actually explains things. Book your free call today.
Variant (pain-led): Headline 1: Paying Too Much in Taxes? Headline 2: Small Business Accountant Headline 3: See What You Could Save
Description 1: Most small businesses overpay taxes by 20% or more. We help you keep more of what you earn. Book a free review.
输入： "为面向搜索'small business accountant'的小企业主的会计师撰写Google搜索广告文案。包含标题和描述变体。"
输出：
标题1： Small Business Accountant 标题2： Tax Prep, Bookkeeping & CFO Help 标题3： Free 30-Min Strategy Call
描述1： 别再对税务问题心存疑虑。我们处理数字，您专注业务。服务500+小企业。 描述2： 固定月度定价。无意外账单。找一位真正会解释问题的会计师。立即预约免费咨询。
变体（痛点导向）： 标题1： Paying Too Much in Taxes? 标题2： Small Business Accountant 标题3： See What You Could Save
描述1： 多数小企业多缴20%甚至更多税款。我们帮您留住更多收入。预约免费评估。

Best Practices

最佳实践

  • Lead with the reader's desire or pain—not your company's history or mission
  • Be specific: "saves 3 hours a week" converts better than "saves time"
  • Match the copy's sophistication to the buyer's awareness level—don't educate a hot lead, sell to them
  • Use short sentences for urgency; longer sentences for nuance and trust-building
  • Social proof works hardest near the CTA—place testimonials or stats just before the button
  • Write to one person, not "customers"—use "you" throughout
  • 从读者的欲望或痛点切入——而非公司历史或使命
  • 具体化："每周节省3小时"比"节省时间"的转化效果更好
  • 文案的复杂度要匹配买家的认知水平——不要向意向明确的潜在客户灌输知识，直接向他们推销
  • 用短句制造紧迫感；用长句传递细节、建立信任
  • 社交证明在CTA附近效果最佳——将客户证言或数据放在按钮之前
  • 面向单个读者写作，而非笼统的“客户”——全程使用“您”

Common Mistakes

常见误区

  • Feature dumping: Listing what the product does instead of what the reader gets
  • Passive headlines: "Introducing our new project management tool" tells readers nothing
  • Vague CTAs: "Learn more" and "Get started" are meaningless without context
  • Missing objection handling: Great copy anticipates and defuses doubt before it stops the click
  • Too many CTAs: One conversion goal, one CTA. Multiple options create decision paralysis.
  • Superlatives without proof: "World-class", "industry-leading" signal nothing without evidence
  • 功能堆砌： 只罗列产品功能，而非读者能获得的利益
  • 被动标题： "Introducing our new project management tool" 无法向读者传递任何有效信息
  • 模糊CTA： "Learn more"和"Get started"在没有上下文的情况下毫无意义
  • 未处理顾虑： 优秀的文案会提前预判并消除读者的疑虑，避免阻碍点击
  • 多个CTA： 一个转化目标对应一个CTA。多个选项会导致决策瘫痪
  • 无依据的最高级： "World-class"、"industry-leading" 在没有证据支撑的情况下毫无意义

Tips & Tricks

技巧与窍门

  • Read your copy aloud—if you wouldn't say it to a person, don't write it
  • Write the CTA first, then reverse-engineer the copy that earns it
  • The "before and after" technique: describe life without your product, then with it
  • For high-ticket products, longer copy outperforms short copy—objections need space to be answered
  • "Fascinations" (bulleted curiosity-gap lines) work exceptionally well just before CTAs
  • If you can't explain the product's biggest benefit in 10 words, you don't understand it well enough yet
  • 大声朗读文案——如果您不会对真人说这些话，就不要写出来
  • 先写CTA，再反向推导能支撑它的文案
  • “前后对比”技巧：描述没有您的产品时的生活，再描述拥有后的生活
  • 对于高价产品，长文案比短文案效果更好——需要足够的篇幅来消除读者的顾虑
  • “悬念点”（带好奇心缺口的项目符号）在CTA之前使用效果极佳
  • 如果您无法用10个字解释产品的核心利益点，说明您还不够了解它

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