feat(skills): add marketing skills collection
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# Copy Frameworks Reference
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Headline formulas, page section types, and structural templates.
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## Contents
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- Headline Formulas (outcome-focused, problem-focused, audience-focused, differentiation-focused, proof-focused, additional formulas)
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- Landing Page Section Types (core sections, supporting sections)
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- Page Structure Templates (feature-heavy page, varied engaging page, compact landing page, enterprise/B2B landing page, product launch page)
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- Section Writing Tips (problem section, benefits section, how it works section, testimonial selection)
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- Clarity & Message-Market Fit (the "Now you can" test, Human Action Model, the Perception Gap, the SavvyCal case, clarity metrics)
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## Headline Formulas
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### Outcome-Focused
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**{Achieve desirable outcome} without {pain point}**
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> Understand how users are really experiencing your site without drowning in numbers
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**{Achieve desirable outcome} by {how product makes it possible}**
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> Generate more leads by seeing which companies visit your site
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**Turn {input} into {outcome}**
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> Turn your hard-earned sales into repeat customers
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**[Achieve outcome] in [timeframe]**
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> Get your tax refund in 10 days
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---
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### Problem-Focused
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**Never {unpleasant event} again**
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> Never miss a sales opportunity again
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**{Question highlighting the main pain point}**
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> Hate returning stuff to Amazon?
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**Stop [pain]. Start [pleasure].**
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> Stop chasing invoices. Start getting paid on time.
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---
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### Audience-Focused
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**{Key feature/product type} for {target audience}**
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> Advanced analytics for Shopify e-commerce
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**{Key feature/product type} for {target audience} to {what it's used for}**
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> An online whiteboard for teams to ideate and brainstorm together
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**You don't have to {skills or resources} to {achieve desirable outcome}**
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> With Ahrefs, you don't have to be an SEO pro to rank higher and get more traffic
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---
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### Differentiation-Focused
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**The {opposite of usual process} way to {achieve desirable outcome}**
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> The easiest way to turn your passion into income
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**The [category] that [key differentiator]**
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> The CRM that updates itself
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---
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### Proof-Focused
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**[Number] [people] use [product] to [outcome]**
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> 50,000 marketers use Drip to send better emails
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**{Key benefit of your product}**
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> Sound clear in online meetings
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---
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### Additional Formulas
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**The simple way to {outcome}**
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> The simple way to track your time
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**Finally, {category} that {benefit}**
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> Finally, accounting software that doesn't suck
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**{Outcome} without {common pain}**
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> Build your website without writing code
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**Get {benefit} from your {thing}**
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> Get more revenue from your existing traffic
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**{Action verb} your {thing} like {admirable example}**
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> Market your SaaS like a Fortune 500
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**What if you could {desirable outcome}?**
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> What if you could close deals 30% faster?
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**Everything you need to {outcome}**
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> Everything you need to launch your course
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**The {adjective} {category} built for {audience}**
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> The lightweight CRM built for startups
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---
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## Landing Page Section Types
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### Core Sections
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**Hero (Above the Fold)**
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- Headline + subheadline
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- Primary CTA
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- Supporting visual (product screenshot, hero image)
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- Optional: Social proof bar
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**Social Proof Bar**
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- Customer logos (recognizable > many)
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- Key metric ("10,000+ teams")
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- Star rating with review count
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- Short testimonial snippet
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**Problem/Pain Section**
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- Articulate their problem better than they can
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- Create recognition ("that's exactly my situation")
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- Hint at cost of not solving it
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**Solution/Benefits Section**
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- Bridge from problem to your solution
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- 3-5 key benefits (not 10)
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- Each: headline + explanation + proof if available
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**How It Works**
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- 3-4 numbered steps
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- Reduces perceived complexity
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- Each step: action + outcome
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**Final CTA Section**
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- Recap value proposition
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- Repeat primary CTA
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- Risk reversal (guarantee, free trial)
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---
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### Supporting Sections
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**Testimonials**
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- Full quotes with names, roles, companies
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- Photos when possible
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- Specific results over vague praise
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- Formats: quote cards, video, tweet embeds
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**Case Studies**
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- Problem → Solution → Results
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- Specific metrics and outcomes
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- Customer name and context
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- Can be snippets with "Read more" links
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**Use Cases**
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- Different ways product is used
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- Helps visitors self-identify
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- "For marketers who need X" format
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**Personas / "Built For" Sections**
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- Explicitly call out target audience
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- "Perfect for [role]" blocks
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- Addresses "Is this for me?" question
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**FAQ Section**
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- Address common objections
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- Good for SEO
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- Reduces support burden
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- 5-10 most common questions
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**Comparison Section**
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- vs. competitors (name them or don't)
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- vs. status quo (spreadsheets, manual processes)
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- Tables or side-by-side format
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**Integrations / Partners**
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- Logos of tools you connect with
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- "Works with your stack" messaging
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- Builds credibility
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**Founder Story / Manifesto**
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- Why you built this
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- What you believe
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- Emotional connection
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- Differentiates from faceless competitors
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**Demo / Product Tour**
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- Interactive demos
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- Video walkthroughs
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- GIF previews
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- Shows product in action
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**Pricing Preview**
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- Teaser even on non-pricing pages
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- Starting price or "from $X/mo"
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- Moves decision-makers forward
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**Guarantee / Risk Reversal**
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- Money-back guarantee
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- Free trial terms
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- "Cancel anytime"
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- Reduces friction
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**Stats Section**
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- Key metrics that build credibility
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- "10,000+ customers"
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- "4.9/5 rating"
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- "$2M saved for customers"
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---
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## Page Structure Templates
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### Feature-Heavy Page (Weak)
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```
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1. Hero
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2. Feature 1
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3. Feature 2
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4. Feature 3
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5. Feature 4
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6. CTA
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```
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This is a list, not a persuasive narrative.
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---
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### Varied, Engaging Page (Strong)
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```
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1. Hero with clear value prop
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2. Social proof bar (logos or stats)
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3. Problem/pain section
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4. How it works (3 steps)
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5. Key benefits (2-3, not 10)
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6. Testimonial
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7. Use cases or personas
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8. Comparison to alternatives
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9. Case study snippet
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10. FAQ
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11. Final CTA with guarantee
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```
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This tells a story and addresses objections.
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---
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### Compact Landing Page
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```
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1. Hero (headline, subhead, CTA, image)
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2. Social proof bar
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3. 3 key benefits with icons
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4. Testimonial
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5. How it works (3 steps)
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6. Final CTA with guarantee
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```
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Good for ad landing pages where brevity matters.
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---
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### Enterprise/B2B Landing Page
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```
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1. Hero (outcome-focused headline)
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2. Logo bar (recognizable companies)
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3. Problem section (business pain)
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4. Solution overview
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5. Use cases by role/department
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6. Security/compliance section
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7. Integration logos
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8. Case study with metrics
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9. ROI/value section
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10. Contact/demo CTA
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```
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Addresses enterprise buyer concerns.
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---
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### Product Launch Page
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```
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1. Hero with launch announcement
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2. Video demo or walkthrough
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3. Feature highlights (3-5)
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4. Before/after comparison
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5. Early testimonials
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6. Launch pricing or early access offer
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7. CTA with urgency
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```
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Good for ProductHunt, launches, or announcements.
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---
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## Section Writing Tips
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### Problem Section
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Start with phrases like:
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- "You know the feeling..."
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- "If you're like most [role]..."
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- "Every day, [audience] struggles with..."
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- "We've all been there..."
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Then describe:
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- The specific frustration
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- The time/money wasted
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- The impact on their work/life
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### Benefits Section
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For each benefit, include:
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- **Headline**: The outcome they get
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- **Body**: How it works (1-2 sentences)
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- **Proof**: Number, testimonial, or example (optional)
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### How It Works Section
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Each step should be:
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- **Numbered**: Creates sense of progress
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- **Simple verb**: "Connect," "Set up," "Get"
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- **Outcome-oriented**: What they get from this step
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Example:
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1. Connect your tools (takes 2 minutes)
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2. Set your preferences
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3. Get automated reports every Monday
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### Testimonial Selection
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Best testimonials include:
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- Specific results ("increased conversions by 32%")
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- Before/after context ("We used to spend hours...")
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- Role + company for credibility
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- Something quotable and specific
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Avoid testimonials that just say:
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- "Great product!"
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- "Love it!"
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- "Easy to use!"
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---
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## Clarity & Message-Market Fit
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Headline formulas give you the shape of a line. These tools tell you whether the line is actually *working* — whether it's clear, whether it maps to how the reader already thinks, and whether it lands with the right person. Positioning is the prologue to your novel: it sets up everything that follows. Get it clear and the rest of the page writes itself.
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### The "Now you can" Test
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A fast gut-check for any headline or benefit line. Mentally prefix it with **"Now you can…"**. If the result is both **compelling** and **true**, the line is doing its job. If it reads as vague, obvious, or a stretch, rewrite it.
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The test works because "Now you can…" forces the copy into the reader's world — it has to name a concrete new ability they didn't have before. Feature-speak and buzzwords collapse under it.
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| Original line | "Now you can…" version | Verdict |
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|---------------|------------------------|---------|
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| "Powerful analytics platform" | Now you can… have a powerful analytics platform | Fails — not a new ability, just a description |
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| "See which companies visit your site" | Now you can… see which companies visit your site | Works — compelling + true |
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| "Streamline your workflow" | Now you can… streamline your workflow | Fails — vague, unfalsifiable |
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| "Send unlimited docs, images, and audio in one place" | Now you can… send unlimited docs, images, and audio in one place | Works — concrete + true |
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Use it as a filter, not a formula: draft with the headline formulas above, then run each candidate through "Now you can…" and keep the survivors.
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### The Human Action Model (landing-page narrative spine)
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Ludwig von Mises' Human Action Model explains *why* anyone acts: a person acts only when three things line up. Every above-the-fold that converts follows the same three-beat spine:
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1. **Current discomfort** — the felt problem, named in the reader's own words. They have to recognize their situation ("that's exactly me").
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2. **Better vision** — a clearly imagined, more satisfying state. What life looks like once the discomfort is gone.
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3. **Path to action** — the belief that *this specific step* closes the gap between the two. The product is the bridge, and the CTA is how they cross it.
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Miss any beat and the reader stalls. No discomfort = no reason to move. No vision = no destination. No path = no reason to believe *you're* the way there.
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**Mapping it onto the hero:**
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| Beat | Where it usually lives | Example |
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|------|------------------------|---------|
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| Current discomfort | Eyebrow, subhead, or problem-framed headline | "You shouldn't have to feel awkward sending out your scheduling link" |
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| Better vision | Headline or subhead | "Scheduling that feels considerate, not one-sided" |
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| Path to action | CTA + supporting proof | "Start scheduling free" |
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This is the transformation spine underneath the "6 essential sections" of a landing page — hero, social proof, problem, solution, how-it-works, and final CTA. The hero states the transformation; the rest of the page substantiates each beat.
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### The Perception Gap
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The same benefit can read as a **selling point to one segment and a red flag to another**. The gap is between what *you* think you're saying and what a given reader hears through their own risk tolerance.
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The fix isn't softer copy — it's **matching the value prop to the reader's risk tolerance**. Segment first, then swap the framing.
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| Benefit as written | Startup / early-adopter hears | Enterprise / risk-averse hears |
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|--------------------|-------------------------------|--------------------------------|
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| "Move fast — ship in a weekend" | Speed, momentum (✅) | Immature, unstable (🚩) |
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| "Brand-new approach" | Innovative edge (✅) | Unproven, risky (🚩) |
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| "Enterprise-grade security & SLAs" | Bloated, slow, expensive (🚩) | Safe, trustworthy (✅) |
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| "Trusted by the Fortune 500" | Not built for me (🚩) | Proven, de-risked (✅) |
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**Value-prop swap in practice** — same product, two audiences:
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- *Startup landing page:* "Ship your first integration this afternoon. No sales calls, no procurement."
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- *Enterprise landing page:* "SOC 2 Type II, 99.99% uptime SLA, and a named implementation lead. Roll out with confidence."
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When a page has to serve both, don't average them into mush — segment the traffic (separate pages, or a persona split) and let each read its own version of the truth.
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### Worked Example — SavvyCal (message-market fit)
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SavvyCal (a scheduling tool) originally led with feature-forward copy. They rewrote the hero around a single felt discomfort:
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> **"You shouldn't have to feel awkward sending out your scheduling link."**
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That one line **roughly tripled (3×) conversions**. It works because it hits all three beats of the Human Action Model at once:
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- **Discomfort:** the small social awkwardness of "here's my link, pick a time" — named exactly as users feel it.
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- **Vision:** scheduling that feels considerate to *both* people.
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- **Path:** SavvyCal's overlay-your-calendar mechanic is the bridge, so the CTA feels like the obvious next step.
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The lesson: message-market fit beats feature lists. The winning line wasn't cleverer — it named a real feeling the reader hadn't heard a scheduling tool acknowledge before. Run your own hero through "Now you can…" and the Human Action Model to find that line.
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### Clarity Beats Cleverness (the metrics)
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When teams measure it, clarity — not wit — is what moves the numbers. Clearer positioning and copy is associated with:
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- **+81% conversions**
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- **−38% sales cycle** (shorter time to close)
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- **−28% CAC** (lower customer acquisition cost)
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- **+175% referrals**
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The mechanism: clear copy lets the *right* buyer self-qualify fast and the wrong one bounce early, so every downstream metric improves. Clever copy that requires decoding does the opposite — it adds a comprehension tax at the exact moment attention is scarcest.
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**Practical rule:** if a reader has to pause to figure out what you mean, you've already lost. When forced to choose between a clever line and a clear one, ship the clear one — then use the tests above ("Now you can…", the Human Action Model, the Perception Gap) to make the clear line compelling too.
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