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