Corey Haines
30f9b9a729
* feat: v2.0 skill renames and CRO consolidation BREAKING CHANGE: Users must reinstall skills after this update. ## Skill Renames (16) - ab-test-setup → ab-testing - analytics-tracking → analytics - aso-audit → aso - competitor-alternatives → competitors - email-sequence → emails - free-tool-strategy → free-tools - launch-strategy → launch - onboarding-cro → onboarding - paywall-upgrade-cro → paywalls - popup-cro → popups - pricing-strategy → pricing - product-marketing-context → product-marketing - referral-program → referrals - schema-markup → schema - signup-flow-cro → signup - social-content → social ## Consolidations (1) - page-cro + form-cro → cro (form content in references/form.md) ## Why 2.0? - Shorter, cleaner skill names - Consistent naming (no -strategy, -setup, -cro suffixes) - All cross-references updated across 100+ files Total skills: 40 Co-Authored-By: Claude Opus 4.5 <noreply@anthropic.com> * fix(v2.0): update evals for renamed skills, fix validate script, clear warnings - Update 32 evals.json files to reference new skill names (page-cro → cro, product-marketing-context → product-marketing, etc.) — these were missed in the initial v2.0 rename pass since only SKILL.md and marketplace.json were updated. - Fix validate-skills.sh: replace GNU-only `head -n -1` with portable awk so frontmatter extraction works on macOS. - Move Copy Editing Checklist (56 lines) to references/checklist.md to bring copy-editing SKILL.md under the 500-line limit (508 → 457). - Add "see X" pointers to marketing-psychology description for skill discovery (cro, pricing, copywriting). - Update skill-request.yml issue template placeholder (page-cro → cro). All 40 skills now pass validation with zero warnings. * fix(v2.0): add evals for 8 missing skills, strip stale frontmatter from cro/form.md Adds 48 new eval cases (6 per skill) for skills that previously had no evals: aso, co-marketing, community-marketing, competitor-profiling, directory-submissions, image, lead-magnets, video. All 40 skills now have eval coverage (251 total cases). Strips leftover frontmatter from skills/cro/references/form.md — it was inherited from the old form-cro SKILL.md before consolidation. Reference files don't need frontmatter. Co-Authored-By: Claude Opus 4.7 <noreply@anthropic.com> * fix(v2.0): rename paid-ads → ads One more v2.0 simplification — drops the redundant 'paid-' qualifier. Updates the skill directory, SKILL.md frontmatter, evals.json, README skill table, the v2.0 rename table in VERSIONS.md (now 17 renames), and all cross-references in related skills (ad-creative, aso, competitor-profiling, customer-research, lead-magnets, marketing-ideas) plus the tools/integrations guides. Co-Authored-By: Claude Opus 4.7 <noreply@anthropic.com> * fix(v2.0): bump SKILL.md frontmatter version to 2.0.0 for all 40 skills VERSIONS.md was already updated to 2.0.0 but the metadata.version field inside each SKILL.md was still on 1.x. That mismatch would have caused the update-check flow to perpetually report 'update available' since it compares VERSIONS.md against local SKILL.md metadata versions. Caught by codex review (P1). Co-Authored-By: Claude Opus 4.7 <noreply@anthropic.com> * fix(v2.0): add legacy product-marketing-context.md filename fallback Before this fix, users upgrading from v1.x who had a `product-marketing-context.md` file would lose automatic context loading — every skill only checked the new `product-marketing.md` filename. Now all 40 skills also accept the legacy filename (in either `.agents/` or `.claude/`), and the README migration command covers both legacy and current filenames. Caught by codex review (P1 + P2). Co-Authored-By: Claude Opus 4.7 <noreply@anthropic.com> * fix(v2.0): re-sort README skills table alphabetically, fix ads box width The skills table had a few entries out of alphabetical order from the renames (co-marketing was after cold-email, ads was at the renamed position). Re-sorted alphabetically per sync-skills.js. Also padded the 'ads' cell in the ASCII flow diagram to keep the box width consistent. Co-Authored-By: Claude Opus 4.7 <noreply@anthropic.com> * fix(v2.0): document folder cleanup on upgrade, stop sync-skills from re-adding skills array README upgrade guide now includes: - A clear cleanup step for stale v1.x skill folders (renamed + consolidated) so users don't end up with both old and new folders side-by-side after upgrading - The full v1 to v2 rename map for reference - Existing product-marketing-context.md migration steps (preserved) sync-skills.js no longer (re-)introduces a `skills` array on marketplace.json -- Claude Code's plugin schema discovers skills via the `skills/` directory, and the explicit array was failing validation. The script now refreshes the description count and strips the stale array if present. Co-Authored-By: Claude Opus 4.7 <noreply@anthropic.com> --------- Co-authored-by: Claude Opus 4.5 <noreply@anthropic.com>
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4.7 KiB
Ad Copy Templates Reference
Detailed formulas and templates for writing high-converting ad copy.
Contents
- Primary Text Formulas (Problem-Agitate-Solve, Before-After-Bridge, Social Proof Lead, Feature-Benefit Bridge, Direct Response)
- Headline Formulas (For Search Ads, For Social Ads)
- CTA Variations (Soft CTAs, Hard CTAs, Urgency CTAs, Action-Oriented CTAs)
- Platform-Specific Copy Guidelines (Google Search Ads, Meta Ads, LinkedIn Ads)
- Copy Testing Priority
Primary Text Formulas
Problem-Agitate-Solve (PAS)
[Problem statement]
[Agitate the pain]
[Introduce solution]
[CTA]
Example:
Spending hours on manual reporting every week? While you're buried in spreadsheets, your competitors are making decisions. [Product] automates your reports in minutes. Start your free trial →
Before-After-Bridge (BAB)
[Current painful state]
[Desired future state]
[Your product as the bridge]
Example:
Before: Chasing down approvals across email, Slack, and spreadsheets. After: Every approval tracked, automated, and on time. [Product] connects your tools and keeps projects moving.
Social Proof Lead
[Impressive stat or testimonial]
[What you do]
[CTA]
Example:
"We cut our reporting time by 75%." — Sarah K., Marketing Director [Product] automates the reports you hate building. See how it works →
Feature-Benefit Bridge
[Feature]
[So that...]
[Which means...]
Example:
Real-time collaboration on documents So your team always works from the latest version Which means no more version confusion or lost work
Direct Response
[Bold claim/outcome]
[Proof point]
[CTA with urgency if genuine]
Example:
Cut your reporting time by 80% Join 5,000+ marketing teams already using [Product] Start free → First month 50% off
Headline Formulas
For Search Ads
| Formula | Example |
|---|---|
| [Keyword] + [Benefit] | "Project Management That Teams Actually Use" |
| [Action] + [Outcome] | "Automate Reports | Save 10 Hours Weekly" |
| [Question] | "Tired of Manual Data Entry?" |
| [Number] + [Benefit] | "500+ Teams Trust [Product] for [Outcome]" |
| [Keyword] + [Differentiator] | "CRM Built for Small Teams" |
| [Price/Offer] + [Keyword] | "Free Project Management | No Credit Card" |
For Social Ads
| Type | Example |
|---|---|
| Outcome hook | "How we 3x'd our conversion rate" |
| Curiosity hook | "The reporting hack no one talks about" |
| Contrarian hook | "Why we stopped using [common tool]" |
| Specificity hook | "The exact template we use for..." |
| Question hook | "What if you could cut your admin time in half?" |
| Number hook | "7 ways to improve your workflow today" |
| Story hook | "We almost gave up. Then we found..." |
CTA Variations
Soft CTAs (awareness/consideration)
Best for: Top of funnel, cold audiences, complex products
- Learn More
- See How It Works
- Watch Demo
- Get the Guide
- Explore Features
- See Examples
- Read the Case Study
Hard CTAs (conversion)
Best for: Bottom of funnel, warm audiences, clear offers
- Start Free Trial
- Get Started Free
- Book a Demo
- Claim Your Discount
- Buy Now
- Sign Up Free
- Get Instant Access
Urgency CTAs (use when genuine)
Best for: Limited-time offers, scarcity situations
- Limited Time: 30% Off
- Offer Ends [Date]
- Only X Spots Left
- Last Chance
- Early Bird Pricing Ends Soon
Action-Oriented CTAs
Best for: Active voice, clear next step
- Start Saving Time Today
- Get Your Free Report
- See Your Score
- Calculate Your ROI
- Build Your First Project
Platform-Specific Copy Guidelines
Google Search Ads
- Headline limits: 30 characters each (up to 15 headlines)
- Description limits: 90 characters each (up to 4 descriptions)
- Include keywords naturally
- Use all available headline slots
- Include numbers and stats when possible
- Test dynamic keyword insertion
Meta Ads (Facebook/Instagram)
- Primary text: 125 characters visible (can be longer, gets truncated)
- Headline: 40 characters recommended
- Front-load the hook (first line matters most)
- Emojis can work but test
- Questions perform well
- Keep image text under 20%
LinkedIn Ads
- Intro text: 600 characters max (150 recommended)
- Headline: 200 characters max (70 recommended)
- Professional tone (but not boring)
- Specific job outcomes resonate
- Stats and social proof important
- Avoid consumer-style hype
Copy Testing Priority
When testing ad copy, focus on these elements in order of impact:
- Hook/angle (biggest impact on performance)
- Headline
- Primary benefit
- CTA
- Supporting proof points
Test one element at a time for clean data.