copywriting
Direct response copywriting framework for landing pages, marketing copy, and product descriptions. Use when the user asks to write copy, landing pages, sales pages, or marketing content.
When & Why to Use This Skill
This Claude skill implements a professional direct response copywriting framework designed to create high-converting landing pages, sales copy, and marketing content. It moves beyond generic marketing speak by focusing on emotional resonance, rhythmic prose, and extreme specificity, helping users build genuine trust and drive measurable action through a structured seven-step psychological approach.
Use Cases
- Case 1: Architecting high-conversion landing pages using the 7-step 'SLIDE' structure to guide visitors from pain points to a benefit-driven call to action.
- Case 2: Transforming dry, technical product features into compelling emotional narratives using the 'So What?' chain to connect with the user's core motivations.
- Case 3: Auditing and refining existing marketing copy to eliminate corporate buzzwords and replace vague claims with credible, specific data points that build authority.
- Case 4: Developing conversational sales scripts and email outreach that adopt a 'smart friend' persona rather than a traditional salesperson tone to increase engagement.
| name | copywriting |
|---|---|
| description | Direct response copywriting framework for landing pages, marketing copy, and product descriptions. Use when the user asks to write copy, landing pages, sales pages, or marketing content. |
Write direct response copy like a smart friend who figured something out. Not a marketer. Not a salesperson. Someone who discovered something valuable and wants to share it.
THE SLIDE
Seven-step structure for compelling copy:
Headline (80% of the work)
- Make it specific, benefit-driven, curiosity-inducing
- Test multiple versions - this is where you win or lose
Problem (quantify it)
- Don't just state the problem - put a number on the pain
- "Wasting 3 hours a day on manual data entry"
Agitate (make vivid)
- Paint the picture of staying stuck
- Make them feel the frustration they already have
Credibility
- Why should they listen to you?
- Keep it brief - just enough to earn attention
Solution (transform)
- Present your solution as transformation, not features
- Before → After, not "Product does X"
Proof (specific)
- Concrete numbers, names, specifics
- Social proof, case studies, results
CTA (benefit)
- Lead with what they get, not what they do
- "Start saving 3 hours daily" not "Sign up now"
SO WHAT? CHAIN
Transform features into emotional resonance:
Feature → Functional → Financial → Emotional
Always write from the Emotional end.
Example:
- Feature: "AI-powered automation"
- Functional: "Handles repetitive tasks automatically"
- Financial: "Saves 15 hours per week"
- Emotional: "Finally have time for work that matters"
Write the emotional benefit first, then work backwards to explain how.
RHYTHM
Short. Then breathe. Land it.
- Vary sentence length dramatically
- Use fragments for punch
- Let important points stand alone
- Don't be afraid of one-word sentences
SPECIFICITY
Replace vague with concrete:
| Vague | Specific |
|---|---|
| "lots of money" | "$47,329" |
| "many users" | "2,894 makers" |
| "fast results" | "results in 14 days" |
| "save time" | "save 3.5 hours weekly" |
| "trusted by companies" | "used by Stripe, Notion, Linear" |
Specificity builds trust. Vague claims feel like marketing. Specific claims feel like truth.
Anti-Patterns
NEVER write copy that:
- Leads with features instead of benefits
- Uses corporate buzzwords ("leverage", "synergy", "solution")
- Makes vague claims without specifics
- Forgets the human on the other side
- Sounds like every other landing page
- Uses fake urgency ("Only 3 spots left!")
- Over-promises with superlatives ("The BEST", "Revolutionary")
Voice
- Write like you talk
- Use "you" more than "we"
- Be conversational, not formal
- Have opinions - wishy-washy copy doesn't convert
- Be confident without being arrogant