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Refactor remaining skills for progressive disclosure

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Phase 2 refactoring of skills >500 lines and medium-sized skills:

- paid-ads: 553 → 297 lines
  - Extract ad-copy-templates.md, audience-targeting.md, platform-setup-checklists.md

- analytics-tracking: 541 → 292 lines
  - Extract ga4-implementation.md, gtm-implementation.md, event-library.md

- ab-test-setup: 510 → 264 lines
  - Extract test-templates.md, sample-size-guide.md

- copywriting: 458 → 248 lines
  - Extract copy-frameworks.md (headline formulas, section types)

- page-cro: 336 → 180 lines
  - Extract experiments.md (experiment ideas by page type)

- onboarding-cro: 435 → 218 lines
  - Extract experiments.md (onboarding experiment ideas)

All skills now use progressive disclosure with references/ folders,
keeping SKILL.md files focused on core workflow while detailed
content is available when needed.

Co-Authored-By: Claude Opus 4.5 <noreply@anthropic.com>
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Corey Haines
2026-01-26 16:59:23 -08:00
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skills/copywriting/SKILL.md
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@@ -15,14 +15,12 @@ If `.claude/product-marketing-context.md` exists, read it before asking question
Gather this context (ask if not provided):
### 1. Page Purpose
- What type of page is this? (homepage, landing page, pricing, feature, about)
- What type of page? (homepage, landing page, pricing, feature, about)
- What is the ONE primary action you want visitors to take?
- What's the secondary action (if any)?
### 2. Audience
- Who is the ideal customer for this page?
- Who is the ideal customer?
- What problem are they trying to solve?
- What have they already tried?
- What objections or hesitations do they have?
- What language do they use to describe their problem?
@@ -35,66 +33,49 @@ Gather this context (ask if not provided):
### 4. Context
- Where is traffic coming from? (ads, organic, email)
- What do visitors already know before arriving?
- What messaging are they seeing before this page?
---
## Copywriting Principles
### Clarity Over Cleverness
- If you have to choose between clear and creative, choose clear
- Every sentence should have one job
- Remove words that don't add meaning
If you have to choose between clear and creative, choose clear.
### Benefits Over Features
- Features: What it does
- Benefits: What that means for the customer
- Always connect features to outcomes
Features: What it does. Benefits: What that means for the customer.
### Specificity Over Vagueness
- Vague: "Save time on your workflow"
- Specific: "Cut your weekly reporting from 4 hours to 15 minutes"
### Customer Language Over Company Language
- Use words your customers use
- Avoid jargon unless your audience uses it
- Mirror voice-of-customer from reviews, interviews, support tickets
Use words your customers use. Mirror voice-of-customer from reviews, interviews, support tickets.
### One Idea Per Section
- Don't try to say everything everywhere
- Each section should advance one argument
- Build a logical flow down the page
Each section should advance one argument. Build a logical flow down the page.
---
## Writing Style Rules
Follow these core principles. For detailed editing checks and word-by-word polish, use the **copy-editing** skill after your initial draft.
### Core Principles
### Core Style Principles
1. **Simple over complex** — Use everyday words. "Use" instead of "utilize," "help" instead of "facilitate."
2. **Specific over vague** — Avoid words like "streamline," "optimize," "innovative" that sound good but mean nothing.
3. **Active over passive** — "We generate reports" not "Reports are generated."
4. **Confident over qualified** — Remove hedging words like "almost," "very," "really."
5. **Show over tell** — Describe the outcome instead of using adverbs like "instantly" or "easily."
6. **Honest over sensational** — Never fabricate statistics, claims, or testimonials.
1. **Simple over complex** — "Use" not "utilize," "help" not "facilitate"
2. **Specific over vague** — Avoid "streamline," "optimize," "innovative"
3. **Active over passive** — "We generate reports" not "Reports are generated"
4. **Confident over qualified** — Remove "almost," "very," "really"
5. **Show over tell** — Describe the outcome instead of using adverbs
6. **Honest over sensational** — Never fabricate statistics or testimonials
### Quick Quality Check
Before finalizing, scan for:
- Jargon that could confuse outsiders
- Sentences trying to do too much (max 3 conjunctions)
- Passive voice constructions
- Exclamation points (remove them)
- Marketing buzzwords without substance
- Jargon that could confuse outsiders?
- Sentences trying to do too much?
- Passive voice constructions?
- Exclamation points? (remove them)
- Marketing buzzwords without substance?
For a thorough line-by-line review, run the copy through the **copy-editing** skill's Seven Sweeps framework.
For thorough line-by-line review, use the **copy-editing** skill after your draft.
---
@@ -109,252 +90,71 @@ Get to the point. Don't bury the value in qualifications.
### Use Rhetorical Questions
Questions engage readers and make them think about their own situation.
- "Hate returning stuff to Amazon?"
- "Tired of chasing approvals?"
✅ Hate returning stuff to Amazon?
✅ Need to share a screenshot?
✅ Tired of chasing approvals?
### Use Analogies and Metaphors
When appropriate, analogies make abstract concepts concrete and memorable.
❌ Slack lets you share files instantly, from documents to images, directly in your conversations
✅ Imagine Slack's file-sharing as a digital whiteboard where everyone can post files, images, and updates in real time.
### Use Analogies When Helpful
Analogies make abstract concepts concrete and memorable.
### Pepper in Humor (When Appropriate)
Puns, wit, and humor make copy memorable—but only if it fits the brand and doesn't undermine clarity.
Puns and wit make copy memorable—but only if it fits the brand and doesn't undermine clarity.
---
## Page Structure Framework
### Above the Fold (First Screen)
### Above the Fold
**Headline**
- Your single most important message
- Should communicate core value proposition
- Communicate core value proposition
- Specific > generic
**Headline Formulas:**
**Example formulas:**
- "{Achieve outcome} without {pain point}"
- "The {category} for {audience}"
- "Never {unpleasant event} again"
- "{Question highlighting main pain point}"
**{Achieve desirable outcome} without {pain point}**
*Example: Understand how users are really experiencing your site without drowning in numbers*
**The {opposite of usual process} way to {achieve desirable outcome}**
*Example: The easiest way to turn your passion into income*
**Never {unpleasant event} again**
*Example: Never miss a sales opportunity again*
**{Key feature/product type} for {target audience}**
*Example: Advanced analytics for Shopify e-commerce*
**{Key feature/product type} for {target audience} to {what it's used for}**
*Example: An online whiteboard for teams to ideate and brainstorm together*
**You don't have to {skills or resources} to {achieve desirable outcome}**
*Example: With Ahrefs, you don't have to be an SEO pro to rank higher and get more traffic*
**{Achieve desirable outcome} by {how product makes it possible}**
*Example: Generate more leads by seeing which companies visit your site*
**{Key benefit of your product}**
*Example: Sound clear in online meetings*
**{Question highlighting the main pain point}**
*Example: Hate returning stuff to Amazon?*
**Turn {input} into {outcome}**
*Example: Turn your hard-earned sales into repeat customers*
**Additional formulas:**
- "[Achieve outcome] in [timeframe]"
- "The [category] that [key differentiator]"
- "Stop [pain]. Start [pleasure]."
- "[Number] [people] use [product] to [outcome]"
**For comprehensive headline formulas**: See [references/copy-frameworks.md](references/copy-frameworks.md)
**Subheadline**
- Expands on the headline
- Adds specificity or addresses secondary concern
- Expands on headline
- Adds specificity
- 1-2 sentences max
**Primary CTA**
- Action-oriented button text
- Communicate what they get, not what they do
- "Start Free Trial" > "Sign Up"
- "Get Your Report" > "Submit"
- Communicate what they get: "Start Free Trial" > "Sign Up"
**Supporting Visual**
- Product screenshot, demo, or hero image
- Should reinforce the message, not distract
### Core Sections
### Social Proof Section
| Section | Purpose |
|---------|---------|
| Social Proof | Build credibility (logos, stats, testimonials) |
| Problem/Pain | Show you understand their situation |
| Solution/Benefits | Connect to outcomes (3-5 key benefits) |
| How It Works | Reduce perceived complexity (3-4 steps) |
| Objection Handling | FAQ, comparisons, guarantees |
| Final CTA | Recap value, repeat CTA, risk reversal |
Options (use 1-2):
- Customer logos (recognizable > many)
- Key metric ("10,000+ teams")
- Short testimonial with attribution
- Star rating with review count
### Problem/Pain Section
- Articulate the problem better than they can
- Show you understand their situation
- Create recognition ("that's exactly my problem")
Structure:
- "You know the feeling..." or "If you're like most [role]..."
- Describe the specific frustrations
- Hint at the cost of not solving it
### Solution/Benefits Section
- Bridge from problem to your solution
- Focus on 3-5 key benefits (not 10)
- Each benefit: headline + short explanation + proof point if available
Format options:
- Benefit blocks with icons
- Before/after comparison
- Feature → Benefit → Proof structure
### How It Works Section
- Reduce perceived complexity
- 3-4 step process
- Each step: simple action + outcome
Example:
1. "Connect your tools (2 minutes)"
2. "Set your preferences"
3. "Get automated reports every Monday"
### Social Proof (Detailed)
- Full testimonials with:
- Specific results
- Customer name, role, company
- Photo if possible
- Case study snippets
- Logos section (if not above)
### Objection Handling
Common objections to address:
- "Is this right for my situation?"
- "What if it doesn't work?"
- "Is it hard to set up?"
- "How is this different from X?"
Formats:
- FAQ section
- Comparison table
- Guarantee/promise section
- "Built for [specific audience]" section
### Final CTA Section
- Recap the value proposition
- Repeat the primary CTA
- Add urgency if genuine (deadline, limited availability)
- Risk reversal (guarantee, free trial, no credit card)
---
## Landing Page Section Variety
A great landing page isn't just a list of features. Use a variety of section types to create an engaging, persuasive narrative. Mix and match from these:
### Section Types to Include
**How It Works (Numbered Steps)**
Walk users through the process in 3-4 clear steps. Reduces perceived complexity and shows the path to value.
**Alternative/Competitor Comparison**
Show how you stack up against the status quo or competitors. Tables, side-by-side comparisons, or "Unlike X, we..." sections.
**Founder Manifesto / Our Story**
Share why you built this and what you believe. Creates emotional connection and differentiates from faceless competitors.
**Testimonials**
Customer quotes with names, photos, and specific results. Multiple formats: quote cards, video testimonials, tweet embeds.
**Case Studies**
Deeper stories of customer success. Problem → Solution → Results format with specific metrics.
**Use Cases**
Show different ways the product is used. Helps visitors self-identify: "This is for people like me."
**Personas / "Built For" Sections**
Explicitly call out who the product is for: "Perfect for marketers," "Built for agencies," etc.
**Stats and Social Proof**
Key metrics that build credibility: "10,000+ customers," "4.9/5 rating," "$2M saved for customers."
**Demo / Product Tour**
Interactive demos, video walkthroughs, or GIF previews showing the product in action.
**FAQ Section**
Address common objections and questions. Good for SEO and reducing support burden.
**Integrations / Partners**
Show what tools you connect with. Logos build credibility and answer "Will this work with my stack?"
**Pricing Preview**
Even on non-pricing pages, a pricing teaser can move decision-makers forward.
**Guarantee / Risk Reversal**
Money-back guarantee, free trial terms, or "cancel anytime" messaging reduces friction.
### Recommended Section Mix
For a landing page, aim for variety. Don't just stack features:
**Typical Feature-Heavy Page (Weak):**
1. Hero
2. Feature 1
3. Feature 2
4. Feature 3
5. Feature 4
6. CTA
**Varied, Engaging Page (Strong):**
1. Hero with clear value prop
2. Social proof bar (logos or stats)
3. Problem/pain section
4. How it works (3 steps)
5. Key benefits (2-3, not 10)
6. Testimonial
7. Use cases or personas
8. Comparison to alternatives
9. Case study snippet
10. FAQ
11. Final CTA with guarantee
**For detailed section types and page templates**: See [references/copy-frameworks.md](references/copy-frameworks.md)
---
## CTA Copy Guidelines
**Weak CTAs (avoid):**
- Submit
- Sign Up
- Learn More
- Click Here
- Get Started
- Submit, Sign Up, Learn More, Click Here, Get Started
**Strong CTAs (use):**
- Start Free Trial
- Get [Specific Thing]
- See [Product] in Action
- Create Your First [Thing]
- Book My Demo
- Download the Guide
- Try It Free
**CTA formula:**
[Action Verb] + [What They Get] + [Qualifier if needed]
**Formula:** [Action Verb] + [What They Get] + [Qualifier if needed]
Examples:
- "Start My Free Trial"
@@ -363,72 +163,36 @@ Examples:
---
## Output Format
When writing copy, provide:
### Page Copy
Organized by section with clear labels:
- Headline
- Subheadline
- CTA
- Section headers
- Body copy
- Secondary CTAs
### Annotations
For key elements, explain:
- Why you made this choice
- What principle it applies
- Alternatives considered
### Alternatives
For headlines and CTAs, provide 2-3 options:
- Option A: [copy] — [rationale]
- Option B: [copy] — [rationale]
- Option C: [copy] — [rationale]
### Meta Content (if relevant)
- Page title (for SEO)
- Meta description
---
## Page-Specific Guidance
### Homepage Copy
### Homepage
- Serve multiple audiences without being generic
- Lead with broadest value proposition
- Provide clear paths for different visitor intents
- Balance "ready to buy" and "still researching"
### Landing Page Copy
### Landing Page
- Single message, single CTA
- Match headline to ad/traffic source
- Complete argument on one page
- Remove distractions (often no nav)
### Pricing Page Copy
### Pricing Page
- Help visitors choose the right plan
- Clarify what's included at each level
- Address "which is right for me?" anxiety
- Make recommended plan obvious
### Feature Page Copy
- Connect feature to benefit to outcome
### Feature Page
- Connect feature → benefit → outcome
- Show use cases and examples
- Differentiate from competitors' versions
- Clear path to try or buy
### About Page Copy
### About Page
- Tell the story of why you exist
- Connect company mission to customer benefit
- Build trust through transparency
- Still include a CTA (it's still a marketing page)
- Connect mission to customer benefit
- Still include a CTA
---
## Voice and Tone Considerations
## Voice and Tone
Before writing, establish:
@@ -442,17 +206,43 @@ Before writing, establish:
- Bold or understated?
- Technical or accessible?
Maintain consistency throughout, but adjust intensity:
Maintain consistency, but adjust intensity:
- Headlines can be bolder
- Body copy should be clearer
- CTAs should be action-oriented
---
## Output Format
When writing copy, provide:
### Page Copy
Organized by section:
- Headline, Subheadline, CTA
- Section headers and body copy
- Secondary CTAs
### Annotations
For key elements, explain:
- Why you made this choice
- What principle it applies
### Alternatives
For headlines and CTAs, provide 2-3 options:
- Option A: [copy] — [rationale]
- Option B: [copy] — [rationale]
### Meta Content (if relevant)
- Page title (for SEO)
- Meta description
---
## Related Skills
- **copy-editing**: For polishing and improving existing copy (use after writing your first draft)
- **page-cro**: If the page structure/strategy needs work, not just copy
- **copy-editing**: For polishing existing copy (use after your draft)
- **page-cro**: If page structure/strategy needs work, not just copy
- **email-sequence**: For email copywriting
- **popup-cro**: For popup and modal copy
- **ab-test-setup**: To test copy variations properly
- **ab-test-setup**: To test copy variations

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@@ -0,0 +1,338 @@
# Copy Frameworks Reference
Headline formulas, page section types, and structural templates.
## Headline Formulas
### Outcome-Focused
**{Achieve desirable outcome} without {pain point}**
> Understand how users are really experiencing your site without drowning in numbers
**{Achieve desirable outcome} by {how product makes it possible}**
> Generate more leads by seeing which companies visit your site
**Turn {input} into {outcome}**
> Turn your hard-earned sales into repeat customers
**[Achieve outcome] in [timeframe]**
> Get your tax refund in 10 days
---
### Problem-Focused
**Never {unpleasant event} again**
> Never miss a sales opportunity again
**{Question highlighting the main pain point}**
> Hate returning stuff to Amazon?
**Stop [pain]. Start [pleasure].**
> Stop chasing invoices. Start getting paid on time.
---
### Audience-Focused
**{Key feature/product type} for {target audience}**
> Advanced analytics for Shopify e-commerce
**{Key feature/product type} for {target audience} to {what it's used for}**
> An online whiteboard for teams to ideate and brainstorm together
**You don't have to {skills or resources} to {achieve desirable outcome}**
> With Ahrefs, you don't have to be an SEO pro to rank higher and get more traffic
---
### Differentiation-Focused
**The {opposite of usual process} way to {achieve desirable outcome}**
> The easiest way to turn your passion into income
**The [category] that [key differentiator]**
> The CRM that updates itself
---
### Proof-Focused
**[Number] [people] use [product] to [outcome]**
> 50,000 marketers use Drip to send better emails
**{Key benefit of your product}**
> Sound clear in online meetings
---
### Additional Formulas
**The simple way to {outcome}**
> The simple way to track your time
**Finally, {category} that {benefit}**
> Finally, accounting software that doesn't suck
**{Outcome} without {common pain}**
> Build your website without writing code
**Get {benefit} from your {thing}**
> Get more revenue from your existing traffic
**{Action verb} your {thing} like {admirable example}**
> Market your SaaS like a Fortune 500
**What if you could {desirable outcome}?**
> What if you could close deals 30% faster?
**Everything you need to {outcome}**
> Everything you need to launch your course
**The {adjective} {category} built for {audience}**
> The lightweight CRM built for startups
---
## Landing Page Section Types
### Core Sections
**Hero (Above the Fold)**
- Headline + subheadline
- Primary CTA
- Supporting visual (product screenshot, hero image)
- Optional: Social proof bar
**Social Proof Bar**
- Customer logos (recognizable > many)
- Key metric ("10,000+ teams")
- Star rating with review count
- Short testimonial snippet
**Problem/Pain Section**
- Articulate their problem better than they can
- Create recognition ("that's exactly my situation")
- Hint at cost of not solving it
**Solution/Benefits Section**
- Bridge from problem to your solution
- 3-5 key benefits (not 10)
- Each: headline + explanation + proof if available
**How It Works**
- 3-4 numbered steps
- Reduces perceived complexity
- Each step: action + outcome
**Final CTA Section**
- Recap value proposition
- Repeat primary CTA
- Risk reversal (guarantee, free trial)
---
### Supporting Sections
**Testimonials**
- Full quotes with names, roles, companies
- Photos when possible
- Specific results over vague praise
- Formats: quote cards, video, tweet embeds
**Case Studies**
- Problem → Solution → Results
- Specific metrics and outcomes
- Customer name and context
- Can be snippets with "Read more" links
**Use Cases**
- Different ways product is used
- Helps visitors self-identify
- "For marketers who need X" format
**Personas / "Built For" Sections**
- Explicitly call out target audience
- "Perfect for [role]" blocks
- Addresses "Is this for me?" question
**FAQ Section**
- Address common objections
- Good for SEO
- Reduces support burden
- 5-10 most common questions
**Comparison Section**
- vs. competitors (name them or don't)
- vs. status quo (spreadsheets, manual processes)
- Tables or side-by-side format
**Integrations / Partners**
- Logos of tools you connect with
- "Works with your stack" messaging
- Builds credibility
**Founder Story / Manifesto**
- Why you built this
- What you believe
- Emotional connection
- Differentiates from faceless competitors
**Demo / Product Tour**
- Interactive demos
- Video walkthroughs
- GIF previews
- Shows product in action
**Pricing Preview**
- Teaser even on non-pricing pages
- Starting price or "from $X/mo"
- Moves decision-makers forward
**Guarantee / Risk Reversal**
- Money-back guarantee
- Free trial terms
- "Cancel anytime"
- Reduces friction
**Stats Section**
- Key metrics that build credibility
- "10,000+ customers"
- "4.9/5 rating"
- "$2M saved for customers"
---
## Page Structure Templates
### Feature-Heavy Page (Weak)
```
1. Hero
2. Feature 1
3. Feature 2
4. Feature 3
5. Feature 4
6. CTA
```
This is a list, not a persuasive narrative.
---
### Varied, Engaging Page (Strong)
```
1. Hero with clear value prop
2. Social proof bar (logos or stats)
3. Problem/pain section
4. How it works (3 steps)
5. Key benefits (2-3, not 10)
6. Testimonial
7. Use cases or personas
8. Comparison to alternatives
9. Case study snippet
10. FAQ
11. Final CTA with guarantee
```
This tells a story and addresses objections.
---
### Compact Landing Page
```
1. Hero (headline, subhead, CTA, image)
2. Social proof bar
3. 3 key benefits with icons
4. Testimonial
5. How it works (3 steps)
6. Final CTA with guarantee
```
Good for ad landing pages where brevity matters.
---
### Enterprise/B2B Landing Page
```
1. Hero (outcome-focused headline)
2. Logo bar (recognizable companies)
3. Problem section (business pain)
4. Solution overview
5. Use cases by role/department
6. Security/compliance section
7. Integration logos
8. Case study with metrics
9. ROI/value section
10. Contact/demo CTA
```
Addresses enterprise buyer concerns.
---
### Product Launch Page
```
1. Hero with launch announcement
2. Video demo or walkthrough
3. Feature highlights (3-5)
4. Before/after comparison
5. Early testimonials
6. Launch pricing or early access offer
7. CTA with urgency
```
Good for ProductHunt, launches, or announcements.
---
## Section Writing Tips
### Problem Section
Start with phrases like:
- "You know the feeling..."
- "If you're like most [role]..."
- "Every day, [audience] struggles with..."
- "We've all been there..."
Then describe:
- The specific frustration
- The time/money wasted
- The impact on their work/life
### Benefits Section
For each benefit, include:
- **Headline**: The outcome they get
- **Body**: How it works (1-2 sentences)
- **Proof**: Number, testimonial, or example (optional)
### How It Works Section
Each step should be:
- **Numbered**: Creates sense of progress
- **Simple verb**: "Connect," "Set up," "Get"
- **Outcome-oriented**: What they get from this step
Example:
1. Connect your tools (takes 2 minutes)
2. Set your preferences
3. Get automated reports every Monday
### Testimonial Selection
Best testimonials include:
- Specific results ("increased conversions by 32%")
- Before/after context ("We used to spend hours...")
- Role + company for credibility
- Something quotable and specific
Avoid testimonials that just say:
- "Great product!"
- "Love it!"
- "Easy to use!"