From d029e52e794f234cdb8ccaa89416014c7ce91ff4 Mon Sep 17 00:00:00 2001 From: zlei9 Date: Sun, 29 Mar 2026 10:18:38 +0800 Subject: [PATCH] Initial commit with translated description --- SKILL.md | 224 +++++++++++++++++++++++++++++++++++++++++++++++++++++ _meta.json | 6 ++ 2 files changed, 230 insertions(+) create mode 100644 SKILL.md create mode 100644 _meta.json diff --git a/SKILL.md b/SKILL.md new file mode 100644 index 0000000..6c72869 --- /dev/null +++ b/SKILL.md @@ -0,0 +1,224 @@ +--- +name: copywriting +description: "为落地页、邮件、广告、销售页面和营销材料撰写有说服力的文案。" +--- + +# Copywriting + +## Overview +Copywriting is not creative writing. It's strategic writing designed to move someone toward a decision. For solopreneurs, good copy can double conversion rates without changing anything else in your product or funnel. This playbook gives you frameworks and techniques to write copy that sells — without sounding sleazy. + +--- + +## Step 1: Understand the Core Job of Copy + +Copy exists to: +1. **Grab attention** (get them to stop scrolling) +2. **Create desire** (make them want what you're offering) +3. **Remove friction** (address doubts and objections) +4. **Prompt action** (tell them exactly what to do next) + +Every piece of copy — a headline, a landing page, an email — must accomplish all four. If it fails at any one, the copy fails. + +--- + +## Step 2: The Anatomy of Persuasive Copy + +Effective copy follows a structure. The three most battle-tested frameworks: + +### Framework 1: AIDA (Attention, Interest, Desire, Action) +Classic and reliable. Use for landing pages, emails, and sales pages. + +``` +ATTENTION: Bold headline that stops the scroll (the promise or the pain) +INTEREST: Elaborate on the problem or opportunity (make them nod "yes, that's me") +DESIRE: Show the transformation or outcome (paint the picture of success) +ACTION: Clear CTA (tell them exactly what to do next) +``` + +**Example (SaaS landing page):** +``` +ATTENTION: "Spend 10 hours/week on client reporting? Automate it in 10 minutes." +INTEREST: "Most agencies waste entire days pulling data from 6 different tools + into one report. Your clients don't care about your process — they + want insights, fast." +DESIRE: "Imagine sending polished, branded reports automatically every Monday. + Your clients stay informed. Your team stays focused on the work that + actually grows accounts." +ACTION: "Start your free 14-day trial — no credit card required." +``` + +### Framework 2: PAS (Problem, Agitate, Solution) +Best for pain-driven products or when your audience is already aware of the problem. + +``` +PROBLEM: State the problem clearly +AGITATE: Make the pain feel urgent (what happens if they don't solve it?) +SOLUTION: Present your product as the fix +``` + +**Example (email subject + body):** +``` +PROBLEM: "Your outreach emails are getting ignored." +AGITATE: "Every unanswered email is a lost opportunity. The longer you wait to + fix your messaging, the more revenue walks out the door." +SOLUTION: "Our 5-step cold email framework gets 23% reply rates. Grab the + template free." +``` + +### Framework 3: FAB (Features, Advantages, Benefits) +Best for explaining product value or differentiating from competitors. + +``` +FEATURE: What the thing is or does (the fact) +ADVANTAGE: Why that feature matters (the comparison) +BENEFIT: What the customer gains from it (the outcome) +``` + +**Example (product description):** +``` +FEATURE: "Our tool syncs with 12 data sources in real time." +ADVANTAGE: "Unlike competitors that sync once daily, you never work with stale data." +BENEFIT: "Make confident decisions faster — no more second-guessing whether + your numbers are current." +``` + +--- + +## Step 3: Write Headlines That Hook + +The headline is 80% of the battle. If it doesn't grab attention, nothing else matters. + +**Headline formulas that work:** + +| Formula | Example | +|---|---| +| **The Promise** | "Double your email open rates in 30 days" | +| **The Question** | "Still wasting 10 hours/week on manual invoicing?" | +| **The How-To** | "How to automate your entire sales pipeline in one afternoon" | +| **The Number** | "7 mistakes killing your landing page conversions" | +| **The Negative** | "Stop losing leads to your broken signup flow" | +| **The Curiosity Gap** | "The one change that tripled our demo bookings" | +| **The Transformation** | "From 50 leads/month to 500 — here's what changed" | + +**Rules for headlines:** +- Be specific. "Grow your business" is vague. "Add $10K MRR in 90 days" is specific. +- Lead with the outcome, not the method. "Save 10 hours/week" beats "Use our automation tool." +- Test multiple headlines. A/B test at minimum — even slight wording changes can double conversions. + +--- + +## Step 4: Write CTAs That Convert + +A weak CTA kills conversions even if everything else is perfect. Your CTA must be clear, specific, and low-friction. + +**CTA best practices:** + +**Bad CTAs:** +- "Submit" (generic, no motivation) +- "Click here" (doesn't say what happens next) +- "Learn more" (vague, non-committal) + +**Good CTAs:** +- "Start my free trial" (specific, ownership language) +- "Get the template now" (actionable, clear value) +- "Book my strategy call" (personal, clear next step) + +**CTA formula:** [Action Verb] + [What They Get] + [Urgency or Ease] + +Examples: +- "Download the free checklist" (action + value + ease) +- "Claim your 14-day trial — no credit card needed" (action + value + friction removal) +- "Reserve my spot before Friday" (action + urgency) + +**CTA placement:** +- Above the fold (so they don't have to scroll to act) +- After explaining value (don't ask before you've sold them) +- Multiple times on long pages (after each value section) + +--- + +## Step 5: Use Emotional Triggers + +Humans make decisions emotionally and justify them rationally. Tap into the emotions that drive buying behavior. + +**Key emotional triggers in copy:** + +| Trigger | When to Use | Example | +|---|---|---| +| **Fear of missing out (FOMO)** | Limited offers, scarcity | "Only 3 spots left this month" | +| **Fear of loss** | When the cost of inaction is high | "Every day without this, you're losing $X" | +| **Desire for status** | Aspirational products, B2B | "Join 10,000+ top-performing agencies" | +| **Desire for ease** | Replacing manual work | "Set it up once. Forget about it forever." | +| **Anger or frustration** | Replacing a broken solution | "Tired of tools that promise the world and deliver nothing?" | +| **Hope** | When the outcome feels out of reach | "Yes, you CAN hit $10K MRR as a solo founder" | + +**Rule:** Use emotion to hook them, then use logic (features, proof, specifics) to justify the decision. + +--- + +## Step 6: Handle Objections in Your Copy + +Every prospect has doubts. Great copy addresses these doubts before they become blockers. + +**Common objections and how to handle them in copy:** + +| Objection | Copy Response | +|---|---| +| "It's too expensive" | Show ROI: "Pays for itself in 2 weeks based on time saved" | +| "It won't work for me" | Social proof: "Here's how [similar customer] got results" | +| "I don't have time to implement" | Ease claim: "Setup takes 10 minutes. We guide you through it." | +| "What if it doesn't work?" | Risk reversal: "30-day money-back guarantee. Zero risk." | +| "I need to think about it" | Urgency: "Price increases Friday" or scarcity: "Only 5 licenses left" | + +**Where to place objection-handling copy:** +- In an FAQ section (addresses doubts explicitly) +- In testimonials (real customers answering the objection) +- Near the CTA (right before they decide) + +--- + +## Step 7: Build Trust with Proof + +Claims without proof are just noise. Proof makes your copy credible. + +**Types of proof to include:** + +1. **Testimonials:** Real quotes from real customers. Include their name, title, and company. Specificity = credibility. +2. **Case studies:** "Client X had Problem Y. We did Z. Result was [specific outcome]." +3. **Data:** Numbers, percentages, time saved, revenue generated. "Our users save an average of 12 hours/week." +4. **Social proof:** "Trusted by 5,000+ businesses" or "Featured in Forbes, TechCrunch." +5. **Certifications or credentials:** If you have relevant ones. "Certified HubSpot Partner" or "10 years building automation systems." + +**Placement:** Sprinkle proof throughout the page. Don't dump it all in one section — intersperse it with your value propositions. + +--- + +## Step 8: Test and Iterate + +The first draft is never the best version. Copywriting improves through testing. + +**What to A/B test:** +- Headlines (this usually has the biggest impact) +- CTAs (wording and placement) +- The order of value propositions (what you lead with) +- Length (sometimes shorter is better, sometimes longer converts more) +- Emotional tone (urgent vs calm, confident vs humble) + +**Testing workflow:** +1. Write version A (your current best guess) +2. Write version B (change ONE variable — headline, CTA, or structure) +3. Run both versions to equal traffic for 7-14 days or until statistical significance +4. Keep the winner, test a new variable against it + +**Rule:** Change one thing at a time. If you change the headline AND the CTA AND the layout, you won't know what caused the improvement. + +--- + +## Copywriting Mistakes to Avoid +- Writing about features instead of benefits. Customers don't care what your product DOES — they care what it does FOR THEM. +- Being clever instead of clear. Clever headlines that confuse don't convert. Clarity always wins. +- Burying the value. Don't make them scroll to understand what you offer. Lead with the outcome. +- Using jargon or buzzwords. "Leveraging synergies to optimize workflows" means nothing. "Save 5 hours/week" does. +- Not having a single, clear CTA. If you give people 5 options, they'll pick none. One CTA per page. +- Writing for yourself, not your audience. Use THEIR language, address THEIR pain, promise THEIR desired outcome. diff --git a/_meta.json b/_meta.json new file mode 100644 index 0000000..43d1fc0 --- /dev/null +++ b/_meta.json @@ -0,0 +1,6 @@ +{ + "ownerId": "kn732qfbv22he1jqm63xbwq6e980kn8s", + "slug": "copywriting", + "version": "0.1.0", + "publishedAt": 1770341837629 +} \ No newline at end of file