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    "slug": "reef-copywriting",
    "name": "Reef Copywriting",
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    "category": "内容创作",
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    "summary": "Hand the extracted package to your coding agent with a concrete install brief instead of figuring it out manually.",
    "steps": [
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      "Paste one of the prompts below and point your agent at the extracted folder."
    ],
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        "label": "New install",
        "body": "I downloaded a skill package from Yavira. Read SKILL.md from the extracted folder and install it by following the included instructions. Tell me what you changed and call out any manual steps you could not complete."
      },
      {
        "label": "Upgrade existing",
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    "sections": [
      {
        "title": "Copywriting — Conversion Copy That Sells",
        "body": "Write landing pages, product descriptions, ads, and sales copy using proven direct-response frameworks.\nSources: Digitaloft (13 frameworks), CrazyEgg, NON.agency, DesignRush (direct response examples).\nAll outputs go to workspace/artifacts/."
      },
      {
        "title": "Use when",
        "body": "Writing landing page copy (Gumroad, product pages, ClawHub listings)\nCrafting product descriptions that convert browsers to buyers\nWriting ad copy (social, search, display)\nImproving existing copy that isn't converting\nWriting Upwork profile descriptions or service listings\nCreating CTA buttons and microcopy\nSales page sections (hero, features, testimonials, pricing)"
      },
      {
        "title": "Don't use when",
        "body": "Cold outreach emails (use cold-outreach skill — different format)\nBlog posts for SEO (different goal — traffic, not immediate conversion)\nTechnical documentation (clarity > persuasion)\nProposals (use proposal-writing skill)"
      },
      {
        "title": "Negative examples",
        "body": "\"Write me a cold email\" → No. Use cold-outreach skill.\n\"Help me with my resume\" → No. Different format entirely.\n\"Write a technical README\" → No. Documentation, not sales."
      },
      {
        "title": "Edge cases",
        "body": "Upwork profile bio → YES. It's a mini sales page — you're selling yourself.\nClawHub skill descriptions → YES. Descriptions should make people install.\nEmail subject lines → YES. Subject lines are conversion copy (open rate = conversion).\nDiscord channel descriptions → Borderline. Only if you need them to drive action."
      },
      {
        "title": "The 6 Core Frameworks",
        "body": "Pick the framework that matches your copy's goal:"
      },
      {
        "title": "1. PAS — Problem, Agitate, Solve",
        "body": "Best for: Landing pages, product pages, pain-point-driven products.\n\n[PROBLEM] You're losing bookings every time your phone goes to voicemail.\n[AGITATE] That's 3-5 clients a week — $300-500/month walking out the door while your hands are busy.\n[SOLVE] Our SMS automation catches every missed call and books them automatically. One therapist went from 15 to 22 clients/week in 30 days.\n\nWhen to use: When the audience KNOWS they have a problem. Agitation makes them feel the cost of inaction."
      },
      {
        "title": "2. AIDA — Attention, Interest, Desire, Action",
        "body": "Best for: Ads, email subject lines, general sales pages.\n\n[ATTENTION] What if your agent could earn money while you sleep?\n[INTEREST] The Reef orchestrates local AI models to handle tasks 24/7 — no cloud API costs.\n[DESIRE] Imagine checking your dashboard and seeing 50 tasks completed overnight, at $0 compute cost.\n[ACTION] Get The Reef for $29 → [CTA button]\n\nWhen to use: When you need to grab cold traffic and walk them through to action."
      },
      {
        "title": "3. FAB — Features, Advantages, Benefits",
        "body": "Best for: Product descriptions, feature pages, comparison sections.\n\n[FEATURE] Automated SMS auto-responder\n[ADVANTAGE] Responds to missed calls in under 5 seconds — faster than any human\n[BENEFIT] Never lose a booking to voicemail again. Clients feel heard even when you're busy.\n\nWhen to use: When you need to translate features into reasons people should care. Most tech products describe features but forget benefits."
      },
      {
        "title": "4. BAB — Before, After, Bridge",
        "body": "Best for: Transformation-focused copy, case studies, testimonials.\n\n[BEFORE] You're manually checking voicemails between sessions, texting clients back hours late.\n[AFTER] Your phone handles it all — instant replies, automatic booking, review requests sent after each session.\n[BRIDGE] Our automation system connects your phone to your calendar. Setup takes 15 minutes."
      },
      {
        "title": "5. The 4 Ps — Promise, Picture, Proof, Push",
        "body": "Best for: Long-form sales pages.\n\n[PROMISE] Double your bookings without hiring a receptionist.\n[PICTURE] Imagine finishing a session and seeing 3 new bookings confirmed — all handled while you worked.\n[PROOF] \"I went from 15 to 22 clients a week in my first month.\" — Alfred, Soothing Escape Massage\n[PUSH] Start your free trial today. Cancel anytime. → [CTA]"
      },
      {
        "title": "6. Star-Story-Solution",
        "body": "Best for: About pages, brand narratives, personal selling.\n\n[STAR] Meet Celeste — an AI agent that lives on a Mac mini and builds automation for small businesses.\n[STORY] Built by a solo developer who was tired of seeing small business owners drown in admin work.\n[SOLUTION] Now Celeste powers SMS automation, booking systems, and AI workflows — starting at $149/mo."
      },
      {
        "title": "Landing Page Structure",
        "body": "A high-converting landing page follows this order:"
      },
      {
        "title": "1. Hero Section",
        "body": "Headline: One clear promise (10 words or fewer)\nSubhead: How you deliver on the promise (1-2 sentences)\nCTA: Primary action button\nVisual: Product screenshot, demo, or relevant image\n\nFormula: \"[Outcome] without [pain point]\"\n\n\"Automate Your Bookings Without Missing a Single Client\"\n\"Run Local AI Models Without Cloud API Bills\""
      },
      {
        "title": "2. Problem Section",
        "body": "Use PAS. Name their pain. Make it specific."
      },
      {
        "title": "3. Solution Section",
        "body": "Use FAB. Show what you built and why it matters to THEM."
      },
      {
        "title": "4. Social Proof",
        "body": "Testimonials with specific results (\"went from X to Y\")\nClient logos (if B2B)\nNumbers (\"500+ agents use this skill\")\nStar ratings or review excerpts"
      },
      {
        "title": "5. How It Works",
        "body": "3 simple steps. Remove complexity.\n\nStep 1: [Easy first action]\nStep 2: [We do the work]\nStep 3: [They get the result]"
      },
      {
        "title": "6. Pricing",
        "body": "Use pricing-psychology skill. Show value before price. Anchor high."
      },
      {
        "title": "7. FAQ / Objection Handling",
        "body": "Address top 4-5 objections in Q&A format (see objection-handling skill)."
      },
      {
        "title": "8. Final CTA",
        "body": "Repeat the hero CTA. Add urgency if real."
      },
      {
        "title": "Copy Rules (Non-Negotiable)",
        "body": "Write for scanners. Most people skim. Use headlines, bullets, bold, and short paragraphs.\nOne idea per sentence. Complex sentences kill conversion.\n\"You\" > \"We.\" The copy is about THEM, not you. Count your \"you\"s vs \"we\"s.\nSpecific > Vague. \"Save 5 hours/week\" beats \"save time.\" Numbers create belief.\nBenefits > Features. Features tell. Benefits sell. Always translate.\nCTA = Action verb + Outcome. \"Get Started\" < \"Start Automating Today\"\nCut 30%. First draft is always too long. Cut ruthlessly. Every word must earn its place.\nRead it out loud. If you stumble, rewrite. Copy should flow like conversation."
      },
      {
        "title": "CTA Writing Guide",
        "body": "WeakStrongWhySubmitGet My Free GuideOutcome-focusedClick HereStart Automating TodayAction + benefitLearn MoreSee How It WorksSpecific curiositySign UpJoin 500+ AgentsSocial proof + actionBuy NowGet The Reef — $29Clear price, clear productDownloadGrab Your ChecklistCasual, energetic"
      },
      {
        "title": "Platform-Specific Notes",
        "body": "Gumroad listings:\n\nTitle = benefit-driven headline (not product name alone)\nFirst 2 lines visible in search — make them count\nUse bullet points for features/benefits\nInclude \"What's inside\" section\n\nClawHub skill descriptions:\n\nLead with what problem the skill solves\n\"Use when / Don't use when\" is visible to browsers — make it compelling\nInclude a result: \"Used by X agents\" or \"Built from Y sources\"\n\nUpwork profile:\n\nFirst 2 lines = hook (visible before \"more\")\nLead with client outcomes, not your resume\nSpecific numbers: \"Built 50+ automations\" > \"experienced developer\""
      },
      {
        "title": "Key Principles",
        "body": "Copy is a conversation, not a lecture\nEvery piece of copy has ONE job: get them to take the NEXT step\nThe headline does 80% of the work — spend 50% of your time on it\nSpecificity builds trust. Vagueness breeds skepticism.\nTest > opinion. When in doubt, A/B test."
      }
    ],
    "body": "Copywriting — Conversion Copy That Sells\n\nWrite landing pages, product descriptions, ads, and sales copy using proven direct-response frameworks. Sources: Digitaloft (13 frameworks), CrazyEgg, NON.agency, DesignRush (direct response examples). All outputs go to workspace/artifacts/.\n\nUse when\nWriting landing page copy (Gumroad, product pages, ClawHub listings)\nCrafting product descriptions that convert browsers to buyers\nWriting ad copy (social, search, display)\nImproving existing copy that isn't converting\nWriting Upwork profile descriptions or service listings\nCreating CTA buttons and microcopy\nSales page sections (hero, features, testimonials, pricing)\nDon't use when\nCold outreach emails (use cold-outreach skill — different format)\nBlog posts for SEO (different goal — traffic, not immediate conversion)\nTechnical documentation (clarity > persuasion)\nProposals (use proposal-writing skill)\nNegative examples\n\"Write me a cold email\" → No. Use cold-outreach skill.\n\"Help me with my resume\" → No. Different format entirely.\n\"Write a technical README\" → No. Documentation, not sales.\nEdge cases\nUpwork profile bio → YES. It's a mini sales page — you're selling yourself.\nClawHub skill descriptions → YES. Descriptions should make people install.\nEmail subject lines → YES. Subject lines are conversion copy (open rate = conversion).\nDiscord channel descriptions → Borderline. Only if you need them to drive action.\nThe 6 Core Frameworks\n\nPick the framework that matches your copy's goal:\n\n1. PAS — Problem, Agitate, Solve\n\nBest for: Landing pages, product pages, pain-point-driven products.\n\n[PROBLEM] You're losing bookings every time your phone goes to voicemail.\n[AGITATE] That's 3-5 clients a week — $300-500/month walking out the door while your hands are busy.\n[SOLVE] Our SMS automation catches every missed call and books them automatically. One therapist went from 15 to 22 clients/week in 30 days.\n\n\nWhen to use: When the audience KNOWS they have a problem. Agitation makes them feel the cost of inaction.\n\n2. AIDA — Attention, Interest, Desire, Action\n\nBest for: Ads, email subject lines, general sales pages.\n\n[ATTENTION] What if your agent could earn money while you sleep?\n[INTEREST] The Reef orchestrates local AI models to handle tasks 24/7 — no cloud API costs.\n[DESIRE] Imagine checking your dashboard and seeing 50 tasks completed overnight, at $0 compute cost.\n[ACTION] Get The Reef for $29 → [CTA button]\n\n\nWhen to use: When you need to grab cold traffic and walk them through to action.\n\n3. FAB — Features, Advantages, Benefits\n\nBest for: Product descriptions, feature pages, comparison sections.\n\n[FEATURE] Automated SMS auto-responder\n[ADVANTAGE] Responds to missed calls in under 5 seconds — faster than any human\n[BENEFIT] Never lose a booking to voicemail again. Clients feel heard even when you're busy.\n\n\nWhen to use: When you need to translate features into reasons people should care. Most tech products describe features but forget benefits.\n\n4. BAB — Before, After, Bridge\n\nBest for: Transformation-focused copy, case studies, testimonials.\n\n[BEFORE] You're manually checking voicemails between sessions, texting clients back hours late.\n[AFTER] Your phone handles it all — instant replies, automatic booking, review requests sent after each session.\n[BRIDGE] Our automation system connects your phone to your calendar. Setup takes 15 minutes.\n\n5. The 4 Ps — Promise, Picture, Proof, Push\n\nBest for: Long-form sales pages.\n\n[PROMISE] Double your bookings without hiring a receptionist.\n[PICTURE] Imagine finishing a session and seeing 3 new bookings confirmed — all handled while you worked.\n[PROOF] \"I went from 15 to 22 clients a week in my first month.\" — Alfred, Soothing Escape Massage\n[PUSH] Start your free trial today. Cancel anytime. → [CTA]\n\n6. Star-Story-Solution\n\nBest for: About pages, brand narratives, personal selling.\n\n[STAR] Meet Celeste — an AI agent that lives on a Mac mini and builds automation for small businesses.\n[STORY] Built by a solo developer who was tired of seeing small business owners drown in admin work.\n[SOLUTION] Now Celeste powers SMS automation, booking systems, and AI workflows — starting at $149/mo.\n\nLanding Page Structure\n\nA high-converting landing page follows this order:\n\n1. Hero Section\nHeadline: One clear promise (10 words or fewer)\nSubhead: How you deliver on the promise (1-2 sentences)\nCTA: Primary action button\nVisual: Product screenshot, demo, or relevant image\n\nFormula: \"[Outcome] without [pain point]\"\n\n\"Automate Your Bookings Without Missing a Single Client\"\n\"Run Local AI Models Without Cloud API Bills\"\n2. Problem Section\n\nUse PAS. Name their pain. Make it specific.\n\n3. Solution Section\n\nUse FAB. Show what you built and why it matters to THEM.\n\n4. Social Proof\nTestimonials with specific results (\"went from X to Y\")\nClient logos (if B2B)\nNumbers (\"500+ agents use this skill\")\nStar ratings or review excerpts\n5. How It Works\n\n3 simple steps. Remove complexity.\n\nStep 1: [Easy first action]\nStep 2: [We do the work]\nStep 3: [They get the result]\n\n6. Pricing\n\nUse pricing-psychology skill. Show value before price. Anchor high.\n\n7. FAQ / Objection Handling\n\nAddress top 4-5 objections in Q&A format (see objection-handling skill).\n\n8. Final CTA\n\nRepeat the hero CTA. Add urgency if real.\n\nCopy Rules (Non-Negotiable)\nWrite for scanners. Most people skim. Use headlines, bullets, bold, and short paragraphs.\nOne idea per sentence. Complex sentences kill conversion.\n\"You\" > \"We.\" The copy is about THEM, not you. Count your \"you\"s vs \"we\"s.\nSpecific > Vague. \"Save 5 hours/week\" beats \"save time.\" Numbers create belief.\nBenefits > Features. Features tell. Benefits sell. Always translate.\nCTA = Action verb + Outcome. \"Get Started\" < \"Start Automating Today\"\nCut 30%. First draft is always too long. Cut ruthlessly. Every word must earn its place.\nRead it out loud. If you stumble, rewrite. Copy should flow like conversation.\nCTA Writing Guide\nWeak\tStrong\tWhy\nSubmit\tGet My Free Guide\tOutcome-focused\nClick Here\tStart Automating Today\tAction + benefit\nLearn More\tSee How It Works\tSpecific curiosity\nSign Up\tJoin 500+ Agents\tSocial proof + action\nBuy Now\tGet The Reef — $29\tClear price, clear product\nDownload\tGrab Your Checklist\tCasual, energetic\nPlatform-Specific Notes\n\nGumroad listings:\n\nTitle = benefit-driven headline (not product name alone)\nFirst 2 lines visible in search — make them count\nUse bullet points for features/benefits\nInclude \"What's inside\" section\n\nClawHub skill descriptions:\n\nLead with what problem the skill solves\n\"Use when / Don't use when\" is visible to browsers — make it compelling\nInclude a result: \"Used by X agents\" or \"Built from Y sources\"\n\nUpwork profile:\n\nFirst 2 lines = hook (visible before \"more\")\nLead with client outcomes, not your resume\nSpecific numbers: \"Built 50+ automations\" > \"experienced developer\"\nKey Principles\nCopy is a conversation, not a lecture\nEvery piece of copy has ONE job: get them to take the NEXT step\nThe headline does 80% of the work — spend 50% of your time on it\nSpecificity builds trust. Vagueness breeds skepticism.\nTest > opinion. When in doubt, A/B test."
  },
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    "provenanceUrl": "https://clawhub.ai/staybased/reef-copywriting",
    "publisherUrl": "https://clawhub.ai/staybased/reef-copywriting",
    "owner": "staybased",
    "version": "1.0.0",
    "license": null,
    "verificationStatus": "Indexed source record"
  },
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