Copywriting — Conversion Copy That Sells

Write landing pages, product descriptions, ads, and sales copy using proven direct-response frameworks. Sources: Digitaloft (13 frameworks), CrazyEgg, NON.agency, DesignRush (direct response examples). All outputs go to workspace/artifacts/.

Use when

• Writing landing page copy (Gumroad, product pages, ClawHub listings)
• Crafting product descriptions that convert browsers to buyers
• Writing ad copy (social, search, display)
• Improving existing copy that isn't converting
• Writing Upwork profile descriptions or service listings
• Creating CTA buttons and microcopy
• Sales page sections (hero, features, testimonials, pricing)

Don't use when

• Cold outreach emails (use cold-outreach skill — different format)
• Blog posts for SEO (different goal — traffic, not immediate conversion)
• Technical documentation (clarity > persuasion)
• Proposals (use proposal-writing skill)

Negative examples

• "Write me a cold email" → No. Use cold-outreach skill.
• "Help me with my resume" → No. Different format entirely.
• "Write a technical README" → No. Documentation, not sales.

Edge cases

• Upwork profile bio → YES. It's a mini sales page — you're selling yourself.
• ClawHub skill descriptions → YES. Descriptions should make people install.
• Email subject lines → YES. Subject lines are conversion copy (open rate = conversion).
• Discord channel descriptions → Borderline. Only if you need them to drive action.

The 6 Core Frameworks

Pick the framework that matches your copy's goal:

1. PAS — Problem, Agitate, Solve

Best for: Landing pages, product pages, pain-point-driven products.

[PROBLEM] You're losing bookings every time your phone goes to voicemail.
[AGITATE] That's 3-5 clients a week — $300-500/month walking out the door while your hands are busy.
[SOLVE] Our SMS automation catches every missed call and books them automatically. One therapist went from 15 to 22 clients/week in 30 days.

When to use: When the audience KNOWS they have a problem. Agitation makes them feel the cost of inaction.

2. AIDA — Attention, Interest, Desire, Action

Best for: Ads, email subject lines, general sales pages.

[ATTENTION] What if your agent could earn money while you sleep?
[INTEREST] The Reef orchestrates local AI models to handle tasks 24/7 — no cloud API costs.
[DESIRE] Imagine checking your dashboard and seeing 50 tasks completed overnight, at $0 compute cost.
[ACTION] Get The Reef for $29 → [CTA button]

When to use: When you need to grab cold traffic and walk them through to action.

3. FAB — Features, Advantages, Benefits

Best for: Product descriptions, feature pages, comparison sections.

[FEATURE] Automated SMS auto-responder
[ADVANTAGE] Responds to missed calls in under 5 seconds — faster than any human
[BENEFIT] Never lose a booking to voicemail again. Clients feel heard even when you're busy.