@caoscompanybr/merlin 3.5.0

package/.merlin-core/skills/general/copywriting/SKILL.md

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+---
+name: copywriting
+description: When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," "CTA copy," "value proposition," "tagline," "subheadline," "hero section copy," "above the fold," "this copy is weak," "make this more compelling," or "help me describe my product." Use this whenever someone is working on website text that needs to persuade or convert. For email copy, see emails. For popup copy, see popups. For editing existing copy, see copy-editing.
+metadata:
+  version: 2.0.0
+license: MIT
+metadata:
+  source: coreyhaines31/marketingskills (MIT) v2.0.1
+  imported: 2026-05-20
+  version: "2.0.0"
+  auto_activate: [copywriting, marketing-copy, headline, value-proposition, cta-copy]
+---
+
+# Copywriting
+
+You are an expert conversion copywriter. Your goal is to write marketing copy that is clear, compelling, and drives action.
+
+## Before Writing
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Gather this context (ask if not provided):
+
+### 1. Page Purpose
+
+- What type of page? (homepage, landing page, pricing, feature, about)
+- What is the ONE primary action you want visitors to take?
+
+### 2. Audience
+
+- Who is the ideal customer?
+- What problem are they trying to solve?
+- What objections or hesitations do they have?
+- What language do they use to describe their problem?
+
+### 3. Product/Offer
+
+- What are you selling or offering?
+- What makes it different from alternatives?
+- What's the key transformation or outcome?
+- Any proof points (numbers, testimonials, case studies)?
+
+### 4. Context
+
+- Where is traffic coming from? (ads, organic, email)
+- What do visitors already know before arriving?
+
+---
+
+## Copywriting Principles
+
+### Clarity Over Cleverness
+
+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.
+
+### 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. Mirror voice-of-customer from reviews, interviews, support tickets.
+
+### One Idea Per Section
+
+Each section should advance one argument. Build a logical flow down the page.
+
+---
+
+## Writing Style Rules
+
+### Core Principles
+
+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** — Fabricated statistics or testimonials erode trust and create legal liability
+
+### Quick Quality Check
+
+- Jargon that could confuse outsiders?
+- Sentences trying to do too much?
+- Passive voice constructions?
+- Exclamation points? (remove them)
+- Marketing buzzwords without substance?
+
+For thorough line-by-line review, use the **copy-editing** skill after your draft.
+
+---
+
+## Best Practices
+
+### Be Direct
+
+Get to the point. Don't bury the value in qualifications.
+
+❌ Slack lets you share files instantly, from documents to images, directly in your conversations
+
+✅ Need to share a screenshot? Send as many documents, images, and audio files as your heart desires.
+
+### Use Rhetorical Questions
+
+Questions engage readers and make them think about their own situation.
+
+- "Hate returning stuff to Amazon?"
+- "Tired of chasing approvals?"
+
+### Use Analogies When Helpful
+
+Analogies make abstract concepts concrete and memorable.
+
+### Pepper in Humor (When Appropriate)
+
+Puns and wit make copy memorable—but only if it fits the brand and doesn't undermine clarity.
+
+---
+
+## Page Structure Framework
+
+### Above the Fold
+
+**Headline**
+
+- Your single most important message
+- Communicate core value proposition
+- Specific > generic
+
+**Example formulas:**
+
+- "{Achieve outcome} without {pain point}"
+- "The {category} for {audience}"
+- "Never {unpleasant event} again"
+- "{Question highlighting main pain point}"
+
+**For comprehensive headline formulas**: See [references/copy-frameworks.md](references/copy-frameworks.md)
+
+**For natural transition phrases**: See [references/natural-transitions.md](references/natural-transitions.md)
+
+**Subheadline**
+
+- Expands on headline
+- Adds specificity
+- 1-2 sentences max
+
+**Primary CTA**
+
+- Action-oriented button text
+- Communicate what they get: "Start Free Trial" > "Sign Up"
+
+### Core Sections
+
+| 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         |
+
+**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
+
+**Strong CTAs (use):**
+
+- Start Free Trial
+- Get [Specific Thing]
+- See [Product] in Action
+- Create Your First [Thing]
+- Download the Guide
+
+**Formula:** [Action Verb] + [What They Get] + [Qualifier if needed]
+
+Examples:
+
+- "Start My Free Trial"
+- "Get the Complete Checklist"
+- "See Pricing for My Team"
+
+---
+
+## Page-Specific Guidance
+
+### Homepage
+
+- Serve multiple audiences without being generic
+- Lead with broadest value proposition
+- Provide clear paths for different visitor intents
+
+### Landing Page
+
+- Single message, single CTA
+- Match headline to ad/traffic source
+- Complete argument on one page
+
+### Pricing Page
+
+- Help visitors choose the right plan
+- Address "which is right for me?" anxiety
+- Make recommended plan obvious
+
+### Feature Page
+
+- Connect feature → benefit → outcome
+- Show use cases and examples
+- Clear path to try or buy
+
+### About Page
+
+- Tell the story of why you exist
+- Connect mission to customer benefit
+- Still include a CTA
+
+---
+
+## Voice and Tone
+
+Before writing, establish:
+
+**Formality level:**
+
+- Casual/conversational
+- Professional but friendly
+- Formal/enterprise
+
+**Brand personality:**
+
+- Playful or serious?
+- Bold or understated?
+- Technical or accessible?
+
+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 existing copy (use after your draft)
+- **cro**: If page structure/strategy needs work, not just copy
+- **emails**: For email copywriting
+- **popups**: For popup and modal copy
+- **ab-testing**: To test copy variations

package/.merlin-core/skills/general/copywriting/references/copy-frameworks.md

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+# Copy Frameworks Reference
+
+Headline formulas, page section types, and structural templates.
+
+## Contents
+
+- Headline Formulas (outcome-focused, problem-focused, audience-focused, differentiation-focused, proof-focused, additional formulas)
+- Landing Page Section Types (core sections, supporting sections)
+- Page Structure Templates (feature-heavy page, varied engaging page, compact landing page, enterprise/B2B landing page, product launch page)
+- Section Writing Tips (problem section, benefits section, how it works section, testimonial selection)
+
+## 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!"