feat: Complete fleet — 94 skills across 10+ domains
Pulled ALL skills from 15 source repositories: - anthropics/skills: 16 (docs, design, MCP, testing) - obra/superpowers: 14 (TDD, debugging, agents, planning) - coreyhaines31/marketingskills: 25 (marketing, CRO, SEO, growth) - better-auth/skills: 5 (auth patterns) - vercel-labs/agent-skills: 5 (React, design, Vercel) - antfu/skills: 16 (Vue, Vite, Vitest, pnpm, Turborepo) - Plus 13 individual skills from various repos Mosaic Stack is not limited to coding — the Orchestrator and subagents serve coding, business, design, marketing, writing, logistics, analysis, and more. Co-Authored-By: Claude Opus 4.6 <noreply@anthropic.com>
This commit is contained in:
Jason Woltje
338
skills/copywriting/references/copy-frameworks.md
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338
skills/copywriting/references/copy-frameworks.md
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# Copy Frameworks Reference
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Headline formulas, page section types, and structural templates.
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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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---
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### Varied, Engaging Page (Strong)
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|
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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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252
skills/copywriting/references/natural-transitions.md
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252
skills/copywriting/references/natural-transitions.md
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# Natural Transitions
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Transitional phrases to guide readers through your content. Good signposting improves readability, user engagement, and helps search engines understand content structure.
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Adapted from: University of Manchester Academic Phrasebank (2023), Plain English Campaign, web content best practices
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|
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---
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|
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## Previewing Content Structure
|
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|
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Use to orient readers and set expectations:
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- Here's what we'll cover...
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- This guide walks you through...
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- Below, you'll find...
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- We'll start with X, then move to Y...
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- First, let's look at...
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- Let's break this down step by step.
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- The sections below explain...
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|
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---
|
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## Introducing a New Topic
|
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|
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- When it comes to X,...
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- Regarding X,...
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- Speaking of X,...
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- Now let's talk about X.
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- Another key factor is...
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- X is worth exploring because...
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|
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---
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## Referring Back
|
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|
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Use to connect ideas and reinforce key points:
|
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- As mentioned earlier,...
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- As we covered above,...
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- Remember when we discussed X?
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- Building on that point,...
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- Going back to X,...
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- Earlier, we explained that...
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|
||||
---
|
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|
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## Moving Between Sections
|
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|
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- Now let's look at...
|
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- Next up:...
|
||||
- Moving on to...
|
||||
- With that covered, let's turn to...
|
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- Now that you understand X, here's Y.
|
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- That brings us to...
|
||||
|
||||
---
|
||||
|
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## Indicating Addition
|
||||
|
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- Also,...
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- Plus,...
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- On top of that,...
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- What's more,...
|
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- Another benefit is...
|
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- Beyond that,...
|
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- In addition,...
|
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- There's also...
|
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|
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**Note:** Use "moreover" and "furthermore" sparingly. They can sound AI-generated when overused.
|
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|
||||
---
|
||||
|
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## Indicating Contrast
|
||||
|
||||
- However,...
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||||
- But,...
|
||||
- That said,...
|
||||
- On the flip side,...
|
||||
- In contrast,...
|
||||
- Unlike X, Y...
|
||||
- While X is true, Y...
|
||||
- Despite this,...
|
||||
|
||||
---
|
||||
|
||||
## Indicating Similarity
|
||||
|
||||
- Similarly,...
|
||||
- Likewise,...
|
||||
- In the same way,...
|
||||
- Just like X, Y also...
|
||||
- This mirrors...
|
||||
- The same applies to...
|
||||
|
||||
---
|
||||
|
||||
## Indicating Cause and Effect
|
||||
|
||||
- So,...
|
||||
- This means...
|
||||
- As a result,...
|
||||
- That's why...
|
||||
- Because of this,...
|
||||
- This leads to...
|
||||
- The outcome?...
|
||||
- Here's what happens:...
|
||||
|
||||
---
|
||||
|
||||
## Giving Examples
|
||||
|
||||
- For example,...
|
||||
- For instance,...
|
||||
- Here's an example:...
|
||||
- Take X, for instance.
|
||||
- Consider this:...
|
||||
- A good example is...
|
||||
- To illustrate,...
|
||||
- Like when...
|
||||
- Say you want to...
|
||||
|
||||
---
|
||||
|
||||
## Emphasising Key Points
|
||||
|
||||
- Here's the key takeaway:...
|
||||
- The important thing is...
|
||||
- What matters most is...
|
||||
- Don't miss this:...
|
||||
- Pay attention to...
|
||||
- This is critical:...
|
||||
- The bottom line?...
|
||||
|
||||
---
|
||||
|
||||
## Providing Evidence
|
||||
|
||||
Use when citing sources, data, or expert opinions:
|
||||
|
||||
### Neutral attribution
|
||||
- According to [Source],...
|
||||
- [Source] reports that...
|
||||
- Research shows that...
|
||||
- Data from [Source] indicates...
|
||||
- A study by [Source] found...
|
||||
|
||||
### Expert quotes
|
||||
- As [Expert] puts it,...
|
||||
- [Expert] explains,...
|
||||
- In the words of [Expert],...
|
||||
- [Expert] notes that...
|
||||
|
||||
### Supporting claims
|
||||
- This is backed by...
|
||||
- Evidence suggests...
|
||||
- The numbers confirm...
|
||||
- This aligns with findings from...
|
||||
|
||||
---
|
||||
|
||||
## Summarising Sections
|
||||
|
||||
- To recap,...
|
||||
- Here's the short version:...
|
||||
- In short,...
|
||||
- The takeaway?...
|
||||
- So what does this mean?...
|
||||
- Let's pull this together:...
|
||||
- Quick summary:...
|
||||
|
||||
---
|
||||
|
||||
## Concluding Content
|
||||
|
||||
- Wrapping up,...
|
||||
- The bottom line is...
|
||||
- Here's what to do next:...
|
||||
- To sum up,...
|
||||
- Final thoughts:...
|
||||
- Ready to get started?...
|
||||
- Now it's your turn.
|
||||
|
||||
**Note:** Avoid "In conclusion" at the start of a paragraph. It's overused and signals AI writing.
|
||||
|
||||
---
|
||||
|
||||
## Question-Based Transitions
|
||||
|
||||
Useful for conversational tone and featured snippet optimization:
|
||||
|
||||
- So what does this mean for you?
|
||||
- But why does this matter?
|
||||
- How do you actually do this?
|
||||
- What's the catch?
|
||||
- Sound complicated? It's not.
|
||||
- Wondering where to start?
|
||||
- Still not sure? Here's the breakdown.
|
||||
|
||||
---
|
||||
|
||||
## List Introductions
|
||||
|
||||
For numbered lists and step-by-step content:
|
||||
|
||||
- Here's how to do it:
|
||||
- Follow these steps:
|
||||
- The process is straightforward:
|
||||
- Here's what you need to know:
|
||||
- Key things to consider:
|
||||
- The main factors are:
|
||||
|
||||
---
|
||||
|
||||
## Hedging Language
|
||||
|
||||
For claims that need qualification or aren't absolute:
|
||||
|
||||
- may, might, could
|
||||
- tends to, generally
|
||||
- often, usually, typically
|
||||
- in most cases
|
||||
- it appears that
|
||||
- evidence suggests
|
||||
- this can help
|
||||
- many experts believe
|
||||
|
||||
---
|
||||
|
||||
## Best Practice Guidelines
|
||||
|
||||
1. **Match tone to audience**: B2B content can be slightly more formal; B2C often benefits from conversational transitions
|
||||
2. **Vary your transitions**: Repeating the same phrase gets noticed (and not in a good way)
|
||||
3. **Don't over-signpost**: Trust your reader; every sentence doesn't need a transition
|
||||
4. **Use for scannability**: Transitions at paragraph starts help skimmers navigate
|
||||
5. **Keep it natural**: Read aloud; if it sounds forced, simplify
|
||||
6. **Front-load key info**: Put the important word or phrase early in the transition
|
||||
|
||||
---
|
||||
|
||||
## Transitions to Avoid (AI Tells)
|
||||
|
||||
These phrases are overused in AI-generated content:
|
||||
|
||||
- "That being said,..."
|
||||
- "It's worth noting that..."
|
||||
- "At its core,..."
|
||||
- "In today's digital landscape,..."
|
||||
- "When it comes to the realm of..."
|
||||
- "This begs the question..."
|
||||
- "Let's delve into..."
|
||||
|
||||
See the seo-audit skill's `references/ai-writing-detection.md` for a complete list of AI writing tells.
|
||||
Reference in New Issue
Block a user