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Conversion copywriting

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

A Claude / Cowork / Claude Code plugin for CRO audits, deep sourced research, conversion copywriting, positioning, and render-safe reporting.

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

Assembled from the repository path, not quoted from the project. Check it against their README if it does not work.

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  • 0 stars0 stars. Stars are a popularity signal and not a quality one, but at this level it is likely that nobody has read this closely except its author, and you would be relying on your own review.

What its author says it does

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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.

The file declares its own license as MIT. That is the author’s claim about this one file, and it is not the same thing as the license GitHub reports for the repository, which is listed with the other numbers below.

SKILL.md

3.7 KB, as published. Nobody here has run it

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.

Keep looking

Skills are one crate of 328,083. Ordering is by how many stacks a row turns up in, so the top of any crate is what has actually been picked rather than what has the most stars.