copywriting

# Copywriting ## Overview Copywriting is salesmanship in print. Every word either moves the reader toward action or gives them a reason to leave. This skill covers conversion copywriting: headlines that stop the scroll, body copy that builds desire, and CTAs that convert. Draws from the best practitioners in the field. ## When to Use - "Write landing page copy" - "Create ad headlines" - "Write email marketing copy" - "Craft a tagline" - "Improve our messaging" - "Write social media captions" - "Rewrite this to convert better" ## Authoritative Foundations - **Joanna Wiebe (Copyhackers)** — conversion copywriting. Start with the prospect's problem, not your product. "What's in it for me?" answered in the first 3 seconds. - **Eugene Schwartz** — 5 awareness levels: Unaware, Problem-Aware, Solution-Aware, Product-Aware, Most Aware. Match copy to awareness. - **Robert Cialdini** — 7 persuasion principles: reciprocity, commitment, social proof, authority, liking, scarcity, unity. - **Neville Medhora (Kopywriting Kourse)** — practical frameworks. AIDA, PAS, features-to-benefits transformation. ## Step-by-Step Process ### Phase 1: Intake Who is the audience? What awareness level? What's the desired action? What's the primary objection? What's the proof? ### Phase 2: Framework Selection - **AIDA**: Attention → Interest → Desire → Action (universal) - **PAS**: Problem → Agitation → Solution (pain-first) - **BAB**: Before → After → Bridge (transformation story) - **4Ps**:...