Individual skill
s4h-writing-copy
Writes and audits marketing copy, landing pages, ad copy, email copy, and product descriptions using the attention-desire-action framework. Use when copy isn't converting, describes features instead of benefits, or fails to earn the reader's next step. Triggers: 'copywriting', 'ad copy', 'landing page', 'email copy', 'marketing copy', 'write copy', 'the copy isn't converting', 'product description', 'headline isn't working'.
skills/s4h-writing-copy/SKILL.md
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- Last checked
- Nov 11, 2026
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- Repository last updated
- Jul 15, 2026
- License
- MIT
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# Writing: Copy
Copy fails when it describes the product rather than the reader's experience of having it. "Comprehensive workflow management platform with real-time collaboration" describes features. "Your team stops losing work in email chains" describes an experience. The reader buys the experience, not the feature set. Every piece of copy that describes the product from the product's point of view rather than the reader's is leaving conversion on the table.
The three-layer model maps every effective piece of copy:
**Attention (the opening):** The sole function of the first line is to earn the second line. Not to establish credibility, explain the product, or summarise the offer — to earn the next sentence. Attention is lost in the first three seconds. The headline must name a specific benefit or problem, not a category. "Project management software" is a category. "Your team ships on time, every time" is a claim that addresses a specific pain.
**Desire (the body):** The body must make the reader feel the gap between their current state and a better one. This is not enthusiasm or puffery — it is specificity. "Boost productivity" is enthusiasm. "Cut the time your team spends on status updates from 3 hours a week to 10 minutes" is specific and credible. The desire is created not by telling the reader the product is good, but by making them feel what it would be like to have the problem solved.
**Action (the CTA):** The call to action must be singular (one action only), specific (not "learn more" but "start your free trial"), and low-friction (the language should make action feel easy and obvious, not like a commitment or a risk).
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