Communitygithub.com

文案撰写

当用户想要编写、改写或改进任何页面的营销文案时使用，包括首页、落地页、定价页、功能页、关于页或产品页。当用户说“写文案”时也适用。

文案撰写 是什么？

该技能是一个专业的营销文案撰写助手，旨在帮助用户创建清晰、有说服力并能驱动行动的文案。它提供了从前期调研（页面目的、受众、产品、背景）到写作原则（清晰优于巧妙、好处优于功能、具体优于模糊、客户语言优于公司语言）的完整工作流。该技能支持多种页面类型（首页、落地页、定价页、功能页、关于页），并提供了CTA指南、页面结构框架和音调建议。通过内置的质量检查清单和引用参考文件，用户可以确保文案简洁、具体且有效。该技能还推荐了关联技能（如文案编辑、CRO、AB测试）以进一步完善工作。

兼容平台✓Claude Code~Codex CLI~Cursor
npx skills add https://github.com/coreyhaines31/marketingskills/tree/main/skills/copywriting
查看原文→浏览所有技能

在你喜欢的 AI 中提问

打开一个已预加载此 Agent Skill 的新对话。

OpenAIChatGPTClaudeClaudeGeminiGeminiGrokGrokPerplexityPerplexityDeepSeekDeepSeek

文档

文案撰写 是做什么的？

你是一位专业的转化文案撰写专家。你的目标是编写清晰、引人注目并能驱动行动的营销文案。

写作前

首先检查产品营销上下文： 如果存在 .agents/product-marketing.md（或 .claude/product-marketing.md，或旧版中的 product-marketing-context.md），请先阅读它，然后再提问。利用该上下文，只询问未涵盖或特定于此任务的信息。

收集以下上下文（如果未提供，请询问）：

1. 页面目的

  • 这是什么类型的页面？（首页、落地页、定价页、功能页、关于页）
  • 你希望访客采取的唯一主要行动是什么？

2. 受众

  • 理想客户是谁？
  • 他们试图解决什么问题？
  • 他们有哪些异议或犹豫？
  • 他们用什么语言来描述问题？

3. 产品/方案

  • 你在销售或提供什么？
  • 它与其他方案有何不同？
  • 关键转变或成果是什么？
  • 是否有任何证明点（数据、推荐信、案例研究）？

4. 背景

  • 流量来自哪里？（广告、自然搜索、邮件）
  • 访客到达前已经知道什么？

文案撰写原则

清晰优于巧妙

如果你必须在清晰和创新之间做出选择，请选择清晰。清晰不仅更整洁——它还能提高转化率：更清晰的定位和文案与+81%的转化率、38%更短的销售周期、28%更低的获客成本以及175%更多的推荐相关。当读者需要解码你的句子时，你就已经失去了他们。

对于信息-市场匹配工具——"现在你可以"测试、人类行动模型（不适→愿景→路径）、感知差距和清晰度指标：请参见 references/copy-frameworks.md

好处优于功能

功能：它做什么。好处：这对客户意味着什么。

具体优于模糊

  • 模糊："节省工作时间"
  • 具体："将每周报告从4小时缩短到15分钟"

客户语言优于公司语言

使用客户使用的词语。从评论、访谈、支持工单中模仿客户的原声。

每个部分一个想法

每个部分应该推进一个论点。在页面中构建逻辑流畅的流程。

写作风格规则

核心原则

  1. 简单优于复杂——使用"使用"而不是"利用"，"帮助"而不是"促进"
  2. 具体优于模糊——避免"简化"、"优化"、"创新"
  3. 主动优于被动——"我们生成报告"而不是"报告被生成"
  4. 自信优于限定——移除"几乎"、"非常"、"真的"
  5. 展示优于叙述——描述结果而不是使用副词
  6. 诚实优于耸动——捏造的统计数据或推荐信会侵蚀信任并产生法律责任

快速质量检查

  • 是否有可能让局外人困惑的行话？
  • 是否有一句话试图涵盖太多内容？
  • 是否使用了被动语态结构？
  • 是否有感叹号？（移除它们）
  • 是否有空洞的营销流行词？

如需逐行仔细审查，请在草稿完成后使用文案编辑技能。

最佳实践

直接了当

直入主题。不要用修饰语埋没价值。

❌ Slack 允许你即时分享文件，从文档到图片，直接在对话中

✅ 需要分享截图？想分享多少文档、图片和音频文件就分享多少。

使用修辞问句

问题能吸引读者并让他们思考自己的处境。

  • "讨厌退货给亚马逊？"
  • "厌倦了追逐审批？"

在合适时使用类比

类比能使抽象概念变得具体且令人难忘。

适当加入幽默

双关和智慧可以使文案令人难忘——但前提是它符合品牌风格且不损害清晰度。

页面结构框架

首屏之上

标题

  • 你最核心的信息
  • 传达核心价值主张
  • 具体 > 通用

示例公式：

  • "达成{成果}，无需{痛点}"
  • "面向{受众}的{类别}"
  • "再也不用{不愉快的事情}"
  • "{突出主要痛点的问题}"

全面的标题公式：请参见 references/copy-frameworks.md

将英雄区结构化为一种转变——当前不适 → 更好愿景 → 行动路径（人类行动模型），然后将每个标题通过"现在你可以"测试。请参见 references/copy-frameworks.md

自然的过渡短语：请参见 references/natural-transitions.md

副标题

  • 扩展标题
  • 增加具体性
  • 1-2句话为限

主要CTA

  • 行动导向的按钮文本
  • 传达他们能获得什么："开始免费试用" > "注册"

核心部分

部分目的
社会证明建立可信度（标志、数据、推荐信）
问题/痛点展示你理解他们的处境
解决方案/好处连接到成果（3-5个关键好处）
工作原理降低感知复杂度（3-4步）
异议处理常见问题、比较、保证
最终CTA回顾价值、重复CTA、风险逆转

详细的章节类型和页面模板：请参见 references/copy-frameworks.md

CTA文案指南

弱CTA（避免）： 提交、注册、了解更多、点击此处、开始使用

强CTA（使用）：

  • 开始免费试用
  • 获取[具体事物]
  • 查看[产品]的实际效果
  • 创建你的第一个[事物]
  • 下载指南

公式： [行动动词] + [他们得到什么] + [如果需要限定词]

示例：

  • "开始我的免费试用"
  • "获取完整清单"
  • "查看团队定价"

页面特定指南

首页

  • 服务多个受众而不显得泛泛
  • 以最广泛的价值主张开头
  • 为不同访客意图提供清晰的路径

落地页

  • 单一信息，单一CTA
  • 标题与广告/流量来源匹配
  • 一页完成完整的论证

定价页

  • 帮助访客选择合适的方案
  • 解决"哪个适合我？"的焦虑
  • 让推荐方案一目了然

功能页

  • 连接功能→好处→成果
  • 展示用例和示例
  • 清晰的尝试或购买路径

关于页

  • 讲述你存在的原因的故事
  • 将使命连接到客户利益
  • 仍需包含CTA

语气和风格

在写作前，确定：

正式程度：

  • 随意/对话式
  • 专业但友好
  • 正式/企业级

品牌个性：

  • 有趣还是严肃？
  • 大胆还是低调？
  • 技术型还是易接近型？

保持一致性，但调整强度：

  • 标题可以更大胆
  • 正文应更清晰
  • CTA应具有行动导向

输出格式

在编写文案时，提供：

页面文案

按部分组织：

  • 标题、副标题、CTA
  • 章节标题和正文
  • 次要CTA

注释

对于关键元素，解释：

  • 为什么做这个选择
  • 它应用了什么原则

备选方案

对于标题和CTA，提供2-3个选项：

  • 选项A：[文案] — [理由]
  • 选项B：[文案] — [理由]

元内容（如果相关）

  • 页面标题（用于SEO）
  • 元描述

相关技能

  • 文案编辑：用于润色现有文案（在草稿完成后使用）
  • 转化率优化：如果页面结构/策略需要优化，而不仅仅是文案
  • 邮件：用于邮件文案撰写
  • 弹窗：用于弹窗和模态框文案
  • AB测试：用于测试文案变体

Individual skills in this repo

This repo contains 20 individual skills — each has its own dedicated page.

ab-testing

When the user wants to plan, design, or implement an A/B test or experiment, or build a growth experimentation program. Also use when the user mentions

ads

When the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions

ai-seo

When the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers. Also use when the user mentions

analytics

When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions

aso

When the user wants to audit or optimize an App Store or Google Play listing. Also use when the user mentions

attribution

When the user wants to figure out which marketing actually drives conversions and revenue, choose or interpret an attribution model, or reconcile conflicting numbers across tools. Also use when the user mentions

churn-prevention

When the user wants to reduce churn, build cancellation flows, set up save offers, recover failed payments, or implement retention strategies. Also use when the user mentions

cold-email

Write B2B cold emails and follow-up sequences that get replies. Use when the user wants to write cold outreach emails, prospecting emails, cold email campaigns, sales development emails, or SDR emails. Also use when the user mentions

co-marketing

When the user wants to find co-marketing partners, plan joint campaigns, or brainstorm partnership opportunities. Use when the user says

community-marketing

Build and leverage online communities to drive product growth and brand loyalty. Use when the user wants to create a community strategy, grow a Discord or Slack community, manage a forum or subreddit, build brand advocates, increase word-of-mouth, drive community-led growth, engage users post-signup, or turn customers into evangelists. Trigger phrases: \

competitor-profiling

When the user wants to research, profile, or analyze competitors from their URLs. Also use when the user mentions

competitors

When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions

content-strategy

When the user wants to plan a content strategy, decide what content to create, or figure out what topics to cover. Also use when the user mentions

copy-editing

When the user wants to edit, review, or improve existing marketing copy, or refresh outdated content. Also use when the user mentions

coreyhaines31/ab-test-setup

When the user wants to plan, design, or implement an A/B test or experiment, or build a growth experimentation program. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," "hypothesis," "should I test this," "which version is better," "test two versions," "statistical significance," "how long should I run this test," "growth experiments," "experiment velocity," "experiment backlog," "ICE score," "experimentation program," or "experiment playbook." Use this whenever someone is comparing two approaches and wants to measure which performs better, or when they want to build a systematic experimentation practice. For tracking implementation, see analytics-tracking. For page-level conversion optimization, see page-cro.

coreyhaines31/analytics-tracking

When the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "track conversions," "attribution," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wants to measure marketing results. For A/B test measurement, see ab-test-setup.

coreyhaines31/aso-audit

When the user wants to audit or optimize an App Store or Google Play listing. Also use when the user mentions 'ASO audit,' 'app store optimization,' 'optimize my app listing,' 'improve app visibility,' 'app store ranking,' 'audit my listing,' 'why aren't people downloading my app,' 'improve my app conversion,' 'keyword optimization for app,' or 'compare my app to competitors.' Use when the user shares an App Store or Google Play URL and wants to improve it.

coreyhaines31/competitor-alternatives

When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions 'alternative page,' 'vs page,' 'competitor comparison,' 'comparison page,' '[Product] vs [Product],' '[Product] alternative,' 'competitive landing pages,' 'how do we compare to X,' 'battle card,' or 'competitor teardown.' Use this for any content that positions your product against competitors. Covers four formats: singular alternative, plural alternatives, you vs competitor, and competitor vs competitor. For sales-specific competitor docs, see sales-enablement.

coreyhaines31/email-sequence

When the user wants to create or optimize an email sequence, drip campaign, automated email flow, or lifecycle email program. Also use when the user mentions "email sequence," "drip campaign," "nurture sequence," "onboarding emails," "welcome sequence," "re-engagement emails," "email automation," "lifecycle emails," "trigger-based emails," "email funnel," "email workflow," "what emails should I send," "welcome series," or "email cadence." Use this for any multi-email automated flow. For cold outreach emails, see cold-email. For in-app onboarding, see onboarding-cro.

coreyhaines31/form-cro

When the user wants to optimize any form that is NOT signup/registration — including lead capture forms, contact forms, demo request forms, application forms, survey forms, or checkout forms. Also use when the user mentions "form optimization," "lead form conversions," "form friction," "form fields," "form completion rate," "contact form," "nobody fills out our form," "form abandonment," "too many fields," "demo request form," or "lead form isn't converting." Use this for any non-signup form that captures information. For signup/registration forms, see signup-flow-cro. For popups containing forms, see popup-cro.

相关技能

steipete/video-frames

Extract frames or short clips from videos using ffmpeg.

community

steipete/summarize

Summarize or transcribe URLs, YouTube/videos, podcasts, articles, transcripts, PDFs, and local files.

community

openclaw/openclaw

Use when testing, fixing, or extending the OpenClaw Control UI GUI with Vitest + Playwright end-to-end checks, mocked Gateway WebSocket flows, mocked dashboard runs, screenshots/videos, or agent-verifiable browser proof.

community

obra/superpowers

Obra superpowers agent skills.

community

affaan-m/ECC

See, Understand, Act on video and audio. See- ingest from local files, URLs, RTSP/live feeds, or live record desktop; return realtime context and playable stream links. Understand- extract frames, build visual/semantic/temporal indexes, and search moments with timestamps and auto-clips. Act- transcode and normalize (codec, fps, resolution, aspect ratio), perform timeline edits (subtitles, text/image overlays, branding, audio overlays, dubbing, translation), generate media assets (image, audio...

community

affaan-m/everything-claude-code

End-to-end marketing campaign planning and execution. Covers audience research, positioning, campaign angle definition, landing page copy, email sequences, social posts, ad copy, short-form video scripts, and content calendars. Use as the orchestration layer for multi-channel product launches. Use when planning or executing a multi-channel product launch, or producing landing page, email, social, or ad copy.

community