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Conversion copywriting

Skill Chykalophia/cro-research-reporting/skills/conversion-copywriting

This skill should be used when writing or rewriting customer-facing copy: product pages, landing pages, hero/headline sections, CTAs and button microcopy, email bodies, and ad copy. Trigger phrases include "write copy for", "rewrite this", "make this punchier/clearer", "headline for", "CTA for", "hero section", "product description", "ad copy", or "this copy is weak". Use it whenever copy quality affects conversion, even if the user does not name a framework.From its SKILL.md

Install
npx -y skills add Chykalophia/cro-research-reporting --skill conversion-copywriting

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SKILL.md

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Conversion Copywriting

Write copy that earns the next scroll, the next click, the sale. Clarity over cleverness; desire first, proof second; every word earns its place.

Principles

  1. Clarity is the conversion lever. A reader who has to decode a sentence leaves. Simple words, short sentences, one idea per line.
  2. Lead with desire/benefit, justify with proof. Open on the outcome the reader wants; bring features, specs, and credentials in as the rational backup.
  3. Specific beats vague. Numbers, names, concrete detail. "Recovered $340K in 90 days" beats "drives results."
  4. One job per asset. A page, an email, an ad each has a single primary action. Cut anything that competes with it.
  5. Voice: confident, warm, non-hype. No corporate-speak, no exclamation-point inflation. (Chykalophia voice rules, including no em dashes, in references/voice-and-headlines.md.)

Pick the framework to the format (references/copy-frameworks.md)

  • PDP / product page: PAS or FAB for the body, 4 U's headline, proof + risk-reversal blocks.
  • Landing page (one offer): BAB or 4 Ps, or AIDA for the full-page arc.
  • Email: PAS hook, one job per email, 4 Ps for offer emails.
  • Ads: PAS or AIDA, ruthless brevity.
  • Homepage / brand: StoryBrand SB7 (customer is the hero, brand is the guide).
  • Long-form sales / consulting narrative: PASTOR.

Default headline test: the 4 U's

Every headline is checked against Useful, Urgent, Unique, Ultra-specific. Hit at least three; "useful + ultra-specific" is non-negotiable. Details and templated families in references/voice-and-headlines.md.

Workflow

  1. Identify the reader's awareness stage, the one job, and the single most compelling outcome.
  2. Choose the framework for the format; draft to it.
  3. Write the headline; run the 4 U's test; write 1 alternative for A/B.
  4. Apply the voice rules (cut hedging, buzzwords, em dashes, exclamation points; make verbs strong and nouns specific).
  5. Add proof (social proof, specifics) and risk-reversal near the CTA; end with one clear action.

Reference map

  • references/copy-frameworks.md — AIDA, PAS, BAB, FAB, 4 Ps, PASTOR, StoryBrand SB7, each with a worked example and a "use when" table.
  • references/voice-and-headlines.md — the 4 U's, headline families + CTA formula, microcopy, and the Chykalophia voice/banned-phrase rules.

Engagement context

At the start of a task, check for the engagement brief (default ./cro-engagement.md, created by the getting-started skill / /kickoff). If it exists, read it first and write to the client, ICP, price tier, and especially the brand voice/banned-words it records. If it's missing and the work is more than a one-off, offer to capture one via getting-started.

Related skills

Pair with ecommerce-cro-audit (where copy is a lever and persuasion models live), report-information-design (for on-page structure), and outbound-and-positioning (for cold email + the positioning that copy expresses).

Guardrails

Don't invent proof, testimonials, or stats. Don't manufacture false urgency. Keep claims substantiated; if you don't have the number, ask for it rather than fabricating.

What ships with it: 2 files

5.0 KB alongside SKILL.md

references/

Gives 0 of the 12 instructions most product growth skills give in 828 tokens

Counted across 694 of the 879 authors here whose files we hold, read 2026-09-06

  • Check for product marketing context firstin 49 of 694, across 20 files
  • Validate the why before building featuresin 18 of 694, across 4 files
  • Respond to every comment in real-timein 17 of 694, across 6 files
  • Structure launch marketing across three channel typesin 16 of 694, across 4 files
  • Recruit early users one-on-onein 13 of 694, across 2 files
  • Ask one question at a timein 13 of 694
  • Rank features using ICE scoringin 12 of 694, across 3 files
  • Identify primary conversion goalin 11 of 694, across 3 files
  • Identify traffic contextin 11 of 694, across 3 files
  • Evaluate headline effectivenessin 11 of 694, across 3 files
  • Check visual hierarchy and scannabilityin 11 of 694, across 3 files
  • Run product diagnosticsin 11 of 694, across 3 files

Said here and by no other author read

  • Prioritize clarity over cleverness in copy
  • Lead with desire and justify with proof
  • Use specific numbers and concrete details
  • Focus each asset on one job
  • Adopt a confident, warm, and non-hype voice
  • Test every headline against the 4 U's

Grouped from the skills themselves: near-identical wordings counted once, and counted by distinct author, so one author publishing three of these counts once. Length counted with cl100k_base; the agent that loads this file may tokenize it differently.

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