conversion-copywriting

仓库: guia-matthieu/clawfu-skills
安装量: 61
排名: #12299

安装

npx skills add https://github.com/guia-matthieu/clawfu-skills --skill conversion-copywriting
Conversion Copywriting - Data-Driven Copy That Converts
Write copy that gets a "yes" using Joanna Wiebe's research-first, Voice of Customer methodology
When to Use This Skill
Writing landing pages, emails, or sales pages
that need measurable conversion results
Starting a new copy project
and need a systematic process to follow
Struggling with what to write
and staring at a blank page
Wanting to prove ROI
to clients with data-backed decisions
Improving existing copy
through validation and testing
Training yourself or your team
on professional copywriting methodology
Methodology Foundation
Aspect
Details
Source
Copyhackers, Copy School
Expert
Joanna Wiebe - Creator of the term "conversion copywriting," founder of Copyhackers
Core Principle
"Conversion copywriting is data-driven copy that gets prospects to say yes. It's a science-based process that determines what to write and how to write it."
What Claude Does vs What You Decide
Claude Does
You Decide
Structures production workflow
Final creative direction
Suggests technical approaches
Equipment and tool choices
Creates templates and checklists
Quality standards
Identifies best practices
Brand/voice decisions
Generates script outlines
Final script approval
What This Skill Does
This skill transforms copywriting from a guessing game into a systematic, data-driven process. Instead of staring at a blank page and hoping inspiration strikes, you'll:
Research first
- Find your messages in customer language, not your imagination
Listen more than write
- Let Voice of Customer (VOC) data do the heavy lifting
Validate before launching
- Test copy before committing fully
Measure everything
- Know what's working and why
The result: Copy that converts because it says what customers actually want to hear, in the words they already use.
How to Use
Prompt Examples
Guide me through the conversion copywriting process for my [landing page/email/sales page].
Start with research questions I should answer before writing.
Help me extract Voice of Customer data from these customer reviews for my [product].
Identify the strongest messages and organize them into a hierarchy.
I have this VOC data: [paste data]. Turn it into copy for a [page type]
using the Copyhackers methodology.
Create a wireframe outline for my [landing page] that organizes these messages:
[list messages]. Include awareness stage transitions and CTA placement.
Run the 7 Sweeps editing process on this copy: [paste copy].
Start with the Clarity Sweep and work through all seven.
Instructions
The 3-Part Process Overview
┌─────────────────────────────────────────────────────────────┐
│ 1. RESEARCH & DISCOVERY │ 2. WRITE, WIREFRAME, EDIT │ 3. VALIDATE & TEST │
│ (Biggest phase) │ (Synthesis phase) │ (Proof phase) │
└─────────────────────────────────────────────────────────────┘
No phase is optional. Even if a client says "just write," you still need research.
Part 1: Research & Discovery
"If research is not the biggest part of the work, 99% of the time it means you're doing it wrong."
Goal
Find your messages in customer language—don't invent them.
Research Checklist
Internal Sources:
Existing website copy audit
Product pages and feature descriptions
Sales call transcripts/recordings
Customer support tickets
Chat transcripts
Email sequences currently in use
Brochures and sales materials
Customer Sources:
Customer surveys (existing or new)
Thank-you page polls
Customer interviews (transcribed)
Review mining (Amazon, G2, Capterra, Trustpilot)
Social media comments and discussions
Forum posts and Reddit threads
Testimonials and case studies
Competitive Sources:
Competitor website audits
Competitor reviews (especially negative ones)
Industry forums and discussions
Analytics Sources:
Click tracking data
Heatmaps and scroll maps
Conversion funnel analysis
Exit survey data
How to Mine VOC Data
What to look for:
Pain language
- How do they describe their problem?
Desire language
- What outcome do they want?
Objection language
- What's stopping them?
Trigger language
- What made them start looking?
Value language
- What benefits matter most?
Emotional language
- How do they feel about all of the above?
How to organize:
Tag each insight by type (pain, desire, objection, etc.)
Note the source and frequency
Identify patterns and repeating themes
Rank by strength/emotion
Part 2: Writing, Wireframing & Editing
The Writing Setup
Joanna's Split-Screen Method:
Open research/VOC data on LEFT side of screen
Open writing document on RIGHT side
Search VOC data for relevant keywords
Copy-paste actual customer language
Refine into copy (don't reinvent)
"You don't sit there and just start writing. Split your screen in two and take what people are saying and put it on the page."
The Writing Process
Step 1: Determine Awareness Stage
Where is your reader starting?
Stage
They Know
Example Headline Approach
Unaware
Nothing
Lead with the problem/pain
Problem-Aware
They have a problem
Agitate the problem
Solution-Aware
Solutions exist
Differentiate your solution
Product-Aware
Your product exists
Prove you're the best choice
Most Aware
Ready to buy
Make the offer irresistible
Step 2: Map Your Messaging Hierarchy
What messages need to appear, and in what order?
Primary Message
- The one thing they must understand
Supporting Messages
- Evidence that backs up the primary
Objection Handlers
- Address what's holding them back
Call to Action
- The specific next step
Step 3: Select Your Framework
Framework
Best For
PAS (Problem-Agitate-Solve)
Short copy, high problem-awareness
AIDA (Attention-Interest-Desire-Action)
Longer sales pages
PPPP (Picture-Promise-Prove-Push)
Visual products
PASOP (Problem-Agitate-Solution-Outcome-Proof)
Complex solutions
Step 4: Draft Using VOC
Take raw VOC and transform:
Raw VOC:
"I was so frustrated with spreadsheets. Every month I'd spend 8 hours just reconciling data and I'd still find errors."
Transformed into Copy:
"Tired of losing 8+ hours every month to spreadsheet reconciliation—only to find errors anyway?"
The 7 Sweeps Editing Process
After your first draft, run these sweeps in order:
Sweep
Focus
Key Question
1. Clarity
Is it clear?
Would a 12-year-old understand?
2. Voice
Does it sound right?
Is this how the brand/customer talks?
3. Proof
Is it believable?
Where's the evidence?
4. Specificity
Is it specific?
Can I add numbers, names, details?
5. Stickiness
Is it memorable?
Will they remember this tomorrow?
6. Emotion
Does it make them feel?
Where's the emotional hook?
7. Zero
What can I cut?
Does every word earn its place?
Clarity is ALWAYS first.
Above everything else, copy must be clear.
Wireframing
Create a visual layout showing:
Where each message block goes
Image/video placeholders with notes
CTA placement and copy
Mobile considerations
Tools: Figma, Balsamiq, Photoshop, or even Google Docs with boxes
Part 3: Validation & Experimentation
"We test to validate and learn."
Goal
Ensure you're putting the best version out before committing.
Validation Methods
Method
Best For
What It Tells You
5 Second Test
Headlines, hero sections
Clarity (not persuasion)
UserTesting
Full page experience
Usability, comprehension
Wynter
B2B messaging
Message resonance
Preview Emails
Email copy
Open/click behavior
Scroll/Click Maps
Soft launch
Engagement patterns
A/B Testing When Possible
Test one variable at a time:
Headlines
CTAs
Lead image
Offer structure
Social proof placement
Note
You can't A/B test everything. Validation fills the gaps. Examples Example 1: SaaS Landing Page Process Research Phase (Week 1): Interviewed 5 customers Mined 50 G2 reviews Analyzed 10 competitor pages Reviewed 20 support tickets Key VOC Finding: "I was drowning in Slack notifications. By the time I found the message I needed, I'd lost 20 minutes and my train of thought." Messaging Hierarchy: Primary: "Find any message in seconds, not minutes" Supporting: AI-powered search across all channels Objection Handler: "Works with your existing Slack—no migration" CTA: "Start free trial" Draft Headline: "Stop drowning in Slack. Find any message in seconds." After 7 Sweeps: "Find any Slack message in 3 seconds. Not 20 minutes." (Added specificity, cut unnecessary words) Validation: 5 Second Test: 85% understood the value prop A/B tested against control: +34% signups Example 2: Email Sequence for Course Launch VOC from Survey: "I keep signing up for courses but never finish them. I feel guilty every time I see another one in my inbox." Email 1 Subject (Problem-Aware): "That course you never finished? Not your fault." Email 1 Opening: "You've bought courses before. Started strong. Then... nothing. The guilt sits there in your inbox. Every email from that course creator feels like a reminder of another thing you didn't follow through on. Here's the thing: It's not a willpower problem." Transformation Notes: Used exact phrase "never finish" Captured the "guilt" emotion from VOC Moved from Problem → Solution setup Checklists & Templates Pre-Writing Research Checklist

Research Checklist for: [Project Name]

Customer Voice Sources

[ ] Customer interviews (min 3-5)

[ ] Survey responses (min 50)

[ ] Review mining completed

[ ] Support tickets analyzed

[ ] Sales call recordings reviewed

Competitive Intel

[ ] Top 3 competitors audited

[ ] Competitor reviews analyzed

[ ] Positioning gaps identified

Internal Sources

[ ] Existing copy audited

[ ] Analytics reviewed

[ ] Team interviewed (sales, support)

Synthesis

[ ] Pain points ranked

[ ] Desires ranked

[ ] Objections listed

[ ] Key messages identified

[ ] Messaging hierarchy drafted VOC-to-Copy Translation Template

VOC Translation for: [Page/Email Name]

Raw VOC Quote: "[Paste exact customer language]"

Source: [Interview / Review / Survey / Support ticket]

Message Type: [ ] Pain [ ] Desire [ ] Objection [ ] Trigger [ ] Value

Transformed Copy: [Your refined version]

Placement: [ ] Headline [ ] Subhead [ ] Body [ ] CTA [ ] Testimonial 7 Sweeps Worksheet

7 Sweeps for: [Asset Name]

Sweep 1: Clarity

[ ] Main message understood in 5 seconds?

[ ] No jargon or insider language?

[ ] Simple sentence structure?

Sweep 2: Voice

[ ] Sounds like the brand?

[ ] Sounds like how customers talk?

[ ] Consistent throughout?

Sweep 3: Proof

[ ] Claims backed by evidence?

[ ] Testimonials/case studies included?

[ ] Numbers and data where helpful?

Sweep 4: Specificity

[ ] Generic words replaced with specific?

[ ] Numbers instead of "many" or "some"?

[ ] Names, places, details added?

Sweep 5: Stickiness

[ ] Memorable phrases or hooks?

[ ] Would reader recall this tomorrow?

[ ] Any "quotable" lines?

Sweep 6: Emotion

[ ] Emotional trigger present?

[ ] Reader can feel the pain/desire?

[ ] Human, not robotic?

Sweep 7: Zero

[ ] Every word earns its place?

[ ] Redundancies removed?

[ ] Could be shorter without losing meaning?
Skill Boundaries
What This Skill Does Well
Structuring audio production workflows
Providing technical guidance
Creating quality checklists
Suggesting creative approaches
What This Skill Cannot Do
Replace audio engineering expertise
Make subjective creative decisions
Access or edit audio files directly
Guarantee commercial success
References
Courses
Copyhackers Copy School, 10x Freelance Copywriter
Free Resources
Copyhackers.com tutorials, Where Stellar Messages Come From (free ebook)
Expert
Joanna Wiebe, original conversion copywriter Source : sources/books/wiebe-conversion-copywriting.md
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