copywriting

name: copywriting description: Headlines, CTAs, product descriptions, landing pages, ad copy. Triggers on "write copy", "headline", "tagline", "CTA", "product description", "viết copy", "tiêu đề".

Produce persuasive marketing copy that drives action. Covers headlines, subheadlines, body copy, calls-to-action, product descriptions, landing page sections, ad copy, and microcopy. Supports bilingual output (English and Vietnamese).

Initial Assessment

Before writing any copy, determine:

What piece? Headline, full landing page, product description, ad copy, CTA, tagline, or microcopy?
Who reads it? Target persona — demographics, pain points, awareness level (unaware → most aware).
What action? Desired next step — click, sign up, buy, share, download, contact.
What language? English, Vietnamese, or bilingual. If Vietnamese, clarify Northern/Southern tone preference.
Brand voice loaded? Read docs/brand-guidelines.md for tone, personality, banned words.

Core Methodology

Framework Selection Matrix

Match the framework to the situation:

Situation	Framework	Structure
Problem-aware audience	PAS	Pain → Agitate → Solution
Feature-heavy product	FAB	Feature → Advantage → Benefit
Cold traffic, unknown brand	AIDA	Attention → Interest → Desire → Action
Comparison/alternatives page	BAB	Before → After → Bridge
Objection-heavy purchase	4Ps	Promise → Picture → Proof → Push
Quick social/ad copy	Hook-Story-Offer	Hook (3s) → Story (context) → Offer (CTA)

Headline Formulas

Generate 5-10 headline variants using these patterns, then select the strongest:

Benefit-driven: [Verb] [Desired Outcome] Without [Pain Point] Curiosity: The [Adjective] [Method] That [Surprising Result] Numeric: [Number] [Ways/Steps/Secrets] to [Outcome] in [Timeframe] Question: [Pain Point Question]? Here's [Solution Preview] Negative: Stop [Bad Habit] — [Better Alternative] Instead

Vietnamese headline patterns: Benefit: [Outcome] chỉ trong [Timeframe] — không cần [Pain] Curiosity: Bí quyết [Outcome] mà [X]% người chưa biết Social proof: [Number] [Audience] đã [Outcome] với [Product] Urgency: [Timeframe] cuối cùng để [Outcome] — [Scarcity element]

CTA Optimization

Strong CTAs follow: Action Verb + Value + Urgency (optional)

Weak	Strong	Why
Submit	Get My Free Guide	Value-specific
Click Here	Start Saving Today	Benefit + urgency
Buy Now	Claim 40% Off — 3 Hours Left	Value + scarcity
Đăng ký	Nhận Ngay Bản Miễn Phí	Clear benefit in VN
Mua	Sở Hữu Ngay — Chỉ Còn 5 Suất	Urgency in VN

Workflow

Scenario 1: Landing Page Copy

Read docs/brand-guidelines.md for voice, audience, product info
Determine visitor awareness level (Eugene Schwartz scale: unaware → most aware)
Select primary framework based on awareness level:
- Unaware → AIDA (educate first)
- Problem-aware → PAS (agitate then solve)
- Solution-aware → FAB (differentiate features)
- Most aware → Direct offer with social proof
Write sections in order: Hero headline + subhead → Problem section → Solution/benefits → Social proof → CTA → FAQ (address top 3 objections)
Generate 3 headline variants for the hero section
Write microcopy: button text, form labels, trust badges, error messages
Save to assets/articles/landing-page-[name].md

Scenario 2: Product Description

Load brand context and product details
Identify the 3 strongest benefits (not features)
Apply FAB framework: Feature → Advantage → Benefit for each
Write sensory language for physical products, outcome language for digital
Include a comparison hook if competitors exist: "Unlike [category], [product] does [differentiator]"
Vietnamese adaptation: use conversational "bạn" for B2C, professional "quý khách" for B2B
Save to assets/articles/product-desc-[name].md

Scenario 3: Ad Copy (Short-form)

Load brand context
Determine platform constraints:
- Google Ads: 30 chars headline, 90 chars description
- Meta Ads: 40 chars headline, 125 chars primary text optimal
- Zalo Ads: 50 chars headline, 150 chars description
Apply Hook-Story-Offer for social ads, Benefit-CTA for search ads
Generate 5 variants per ad group
Flag the variant with strongest emotional trigger and clearest value prop
Save to assets/posts/ad-copy-[platform]-[campaign].md

Vietnamese Copy Guidelines

When writing Vietnamese marketing copy:

Tone calibration:

B2C casual: "bạn", "mình", short sentences, emoji-friendly
B2C premium: "bạn", polished vocabulary, no slang
B2B professional: "quý khách", "quý anh/chị", formal structure

Cultural triggers that convert well in Vietnam:

Social proof with specific numbers ("50,000+ khách hàng tin dùng")
Authority via certifications, media mentions, expert endorsements
Scarcity with countdowns ("Chỉ còn 12 suất ưu đãi")
Community belonging ("Cộng đồng 10,000+ thành viên")
Family/collective benefit framing over individual benefit

Common pitfalls:

Avoid direct translation from English — restructure for Vietnamese syntax
Vietnamese readers scan differently: bold the benefit, not the feature
Price anchoring works strongly — always show original price crossed out
Trust signals are critical: business registration number, physical address, Zalo contact

Output Specification

Format: Markdown with clear section headers
Location: assets/articles/ for long-form, assets/posts/ for short-form
Naming: [type]-[name]-[lang].md (e.g., landing-page-pricing-vi.md)
Include variant labels when multiple options provided (Variant A, B, C)

Quality Checklist

Framework selected matches audience awareness level
Headline has 3+ variants to choose from
Every CTA uses action verb + value (no generic "Click Here")
Benefits emphasized over features throughout
Brand voice consistent with docs/brand-guidelines.md
Vietnamese copy reviewed for natural tone (not translated English)
No hardcoded brand values — all read from docs/
Output saved to assets/ with descriptive filename

Related Skills

marketing-psychology — Behavioral triggers to embed in copy
seo-optimization — Keyword integration for search-visible copy
content-marketing — Long-form content that requires copywriting techniques
email-marketing — Email-specific copy patterns