SKILL.md
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Framework
Structure
Best For
PAS
Problem → Agitation → Solution
Direct-response; sales pages; landing pages
AIDA
Attention → Interest → Desire → Action
Story-driven; ads; emails; editorials
BAB
Before (problem) → After (outcome) → Bridge (how)
Transformation; testimonials; case studies
FAB
Features → Advantages → Benefits
Product pages; feature lists
4 U's
Useful, Urgent, Unique, Ultra-specific
Headlines; subject lines
PAS (Problem, Agitation, Solution)
- Problem: Identify the reader's pain point clearly
- Agitation: Intensify the emotional impact; make the problem feel urgent
- Solution: Present your product/service as the answer
AIDA (Attention, Interest, Desire, Action)
- Attention: Grab with a powerful headline or opening
- Interest: Build engagement through facts, storytelling, or emotional appeals
- Desire: Highlight benefits and how the product solves problems
- Action: Include a clear call-to-action
BAB (Before, After, Bridge)
- Before: Current problem state
- After: Desired outcome
- Bridge: How your solution bridges the gap
Headline Formulas
Formula
Example
How to [outcome]
"How to Double Your Conversions in 30 Days"
[Number] Ways to [benefit]
"7 Ways to Reduce Churn Without Hiring"
[Who] + [benefit]
"For Marketers Who Want to Ship Faster"
[Problem]? Here's [solution]
"Struggling with SEO? Here's the Fix"
[Before] → [After]
"From 0 to 10K Users in 90 Days"
The [adjective] [noun] for [audience]
"The Ultimate Guide for SaaS Founders"
Rules: Front-load keywords; keep under 60 chars for SERP; avoid clickbait; match ad-to-page alignment.
Information gain (differentiation): Copy that restates what competitors say adds zero value. Lead with unique angle, proprietary data, or contrarian insight. "What does this headline/promise add that others don't?" See article-content for full information gain strategy in long-form.
Copy by Context
Context
Focus
Skills
Ad copy
Hook, benefit, CTA; platform limits
paid-ads-strategy, google-ads, meta-ads
Landing page
Headline, value prop, CTA; above fold
landing-page-generator, hero-generator
Subject line, preview, body, CTA
email-marketing
CTA
Value-focused; action verb; avoid "Submit"
cta-generator
Article / blog
Headline formulas, CTA copy; body → article-content
article-content, article-page-generator
Ad copy vs Landing page copy
Element
Ad
Landing Page
Promise
Must match page headline
Same promise; expand on it
Length
Concise; platform limits
Enough to explain value
CTA
Click-through; "Learn More"
Conversion; "Start Free Trial"
Avoid: Ad promise not visible on page; mismatch increases bounce.
CTA Copy Best Practices
- Value-focused: "Start Free Trial" not "Submit"
- Action verb: "Get," "Try," "Download," "Join"
- Specific: "Get Your Free Audit" not "Click Here"
- A/B test: Color, copy, placement, size
Output Format
- Framework (PAS, AIDA, BAB) recommendation
- Headline options (2–3 variants)
- Body copy structure
- CTA copy options
- A/B test suggestions (if applicable)
Related Skills
- article-content: Article body creation; applies PAS, AIDA, BAB to long-form; headline formulas for article titles
- landing-page-generator: Landing page copy and structure
- hero-generator: Hero headline, subheadline, CTA
- cta-generator: CTA design and copy
- paid-ads-strategy: Ad copy frameworks (PAS, BAB, Social Proof)
- email-marketing: Email subject lines, body copy
- branding: Brand voice, tone consistency