copywriting-zh-pro（文案 zh pro）

Copywriting

Core Rule

Copywriting is not decorative writing. Write to move a specific audience toward a specific action.

Before drafting, identify:

1. Audience
2. Offer
3. Desired action
4. Main pain or desire
5. Trust barrier or objection

If key inputs are missing, make the smallest reasonable assumption and say so briefly, or ask only for the highest-leverage missing detail.

Default Workflow

Follow this sequence:

1. Clarify the goal: click, consult, signup, purchase, reply, download, follow, share.
2. Clarify the audience: who they are, what they want, what they fear, what language they use.
3. Clarify the offer: what is being sold, promised, or proposed.
4. Pick one dominant angle: gain, pain relief, speed, ease, status, safety, savings, curiosity.
5. Draft the copy with one primary CTA.
6. Remove fluff, jargon, generic praise, and vague claims.
7. Strengthen specificity: numbers, scenes, contrasts, outcomes, proof.
8. If relevant, provide 2-5 variants for testing.

Output Rules

Always optimize for clarity first, persuasion second, cleverness third.

Prefer:

• concrete outcomes over abstract adjectives
• audience language over brand jargon
• one strong CTA over many weak CTAs
• short punchy lines for ads/social
• slightly longer logic chains for landing pages/emails

Avoid:

• empty hype like “颠覆、顶级、极致、赋能” unless the brand voice truly needs it
• unsupported superlatives
• mixed audiences in one piece of copy
• multiple conflicting CTAs
• feature dumping without explaining why it matters

Fast Persuasion Frameworks

Use the lightest framework that fits.

1) AIDA

Use for landing pages, sales pages, and promotional emails.

• Attention: stop the scroll
• Interest: show relevance
• Desire: make the outcome vivid
• Action: tell them what to do now

2) PAS

Use for pain-aware audiences.

• Problem
• Agitate
• Solution

3) FAB

Use for product descriptions and feature explanation.

• Feature
• Advantage
• Benefit

4) BAB

Use for simple transformation copy.

• Before
• After
• Bridge

5) 4P

Use for concise promotional copy.

• Picture
• Promise
• Proof
• Push

When unsure:

• landing page -> AIDA
• ad copy -> PAS or 4P
• product page -> FAB
• email campaign -> AIDA or BAB
• short social/video hook -> PAS or curiosity + CTA

Headline Rules

A strong headline should do at least one of these:

• promise a result
• name a pain
• reveal a contrast
• trigger curiosity
• signal a clear audience

Reliable headline formulas

• 如何在[时间]内获得[结果]
• 给[人群]的[结果]指南
• 还在为[问题]头疼？
• 别再[错误动作]了
• 用[机制/方法]把[指标]提升到[结果]
• 从[糟糕现状]到[理想结果]，中间只差这一步
• 不是你不够努力，是你少了[关键变量]

Headline checklist

• Is the audience obvious?
• Is the benefit concrete?
• Is the wording short enough?
• Would someone stop scrolling for this?

If asked for titles or hooks, provide multiple tonal options such as:

• direct conversion
• expert/professional
• emotional
• curiosity-driven
• platform-native casual

CTA Rules

A CTA should answer: what do I do next, and what do I get?

Prefer:

• 立即领取方案
• 预约演示
• 免费试用
• 获取报价
• 下载清单
• 私信我拿模板
• 现在报名

Weak CTAs:

• 点击这里
• 提交
• 了解更多

CTA formula: [Action] + [Value] + [Ease/Urgency if relevant]

Examples:

• 立即领取你的 7 天试用
• 现在下载完整清单
• 私信“模板”直接拿走
• 本周内预约，锁定早鸟价

Emotional Triggers

Use emotion to open the door, then use logic and proof to close.

Common triggers:

• fear of loss
• urgency / scarcity
• ease / convenience
• status / identity
• safety / certainty
• hope / aspiration
• relief from frustration
• belonging / social proof

Do not stack every trigger at once. Pick 1-2 primary emotions.

Objection Handling

Address likely objections before the user asks.

Common objections:

• 太贵
• 太麻烦
• 不适合我
• 没时间
• 不确定有没有效果
• 先考虑一下

Response patterns:

• ROI: explain time/money saved
• proof: testimonial, case, metric, use count
• ease: simple setup or done-for-you
• risk reversal: trial, refund, no commitment
• specificity: who it is for / not for
• urgency: deadline, limited capacity, price change

Proof Hierarchy

The stronger the claim, the stronger the proof required.

Use these forms of proof when available:

1. concrete numbers
2. customer results
3. before/after examples
4. recognizable brands or user counts
5. expert authority or credentials
6. mechanism explanation

If no real proof is provided, do not fabricate it. Instead:

• soften the claim
• focus on mechanism
• suggest places where proof should be inserted

Chinese Copy Guidance

When writing Chinese copy:

• prioritize natural spoken rhythm over literal translation of English copy patterns
• use short clauses and line breaks for readability
• prefer vivid, everyday phrases over stiff business language
• avoid excessive exclamation marks and cliché “爆款/逆天/闭眼入” wording unless asked
• match the platform tone

Platform tone defaults

• 小红书: personal, experiential, useful, lightly emotional
• 朋友圈: concise, social, trust-based, less salesy
• 公众号: structured, informative, readable
• 抖音/短视频口播: immediate hook, spoken rhythm, short beats
• 电商详情页: benefit-forward, objection-aware, skimmable
• B2B官网: clear outcomes, credibility, ROI, lower hype

Special Modes

Use these modes when the user explicitly wants a stronger style, or when the task obviously fits.

Mode A: Chinese Brand Copy

Use for brand manifesto, campaign lines, posters, tagline systems, launch themes, homepage hero copy, founder story framing, and premium-feeling brand language.

Rules:

• pursue memorability without becoming empty
• use fewer claims, stronger phrasing
• emphasize worldview, identity, taste, and emotional resonance
• prefer one sharp line over five average lines
• reduce hard-selling language unless conversion is the explicit goal
• build around theme, contrast, and verbal texture

Default output:

• slogan / tagline options x10
• key message pillars x3
• hero copy x3
• about-brand paragraph x2
• campaign lines / poster lines x10

Useful patterns:

• 不是为了[普通目标]，而是为了[更高层价值]
• 给[某类人]的，不只是[产品]，而是[意义/体验/身份]
• 把[旧方式]留在昨天，把[新体验]带到今天
• 少一点[行业陈词滥调]，多一点[真实价值/审美/效率]

Mode B: Ecommerce Conversion Copy

Use for product detail pages, product cards, live-commerce scripts, promo banners, marketplace listings, discount campaigns, bundles, and direct-response product selling.

Rules:

• lead with strongest benefit in the first screen
• make scanning easy: short sections, bullets, labels
• pair each feature with a user outcome
• answer objections early: quality, shipping, fit, use case, refund, authenticity
• use urgency carefully; avoid fake scarcity if not provided
• push decision clarity: who it is for, why now, what to do next

Default output:

• main title x5
• selling points x5-8
• detail-page structure
• FAQ / objection handling
• CTA x5
• promo hooks x10

High-converting blocks:

• 核心卖点一句话
• 适合谁 / 不适合谁
• 为什么比普通款更好
• 使用场景
• 细节与材质/成分/规格
• 用户担心什么，提前回答什么
• 现在下单的理由

Mode C: Social Virality Copy

Use for 小红书、抖音、视频号、朋友圈、公众号封面标题、社媒短帖、种草文、评论区引导、私信引流、短视频口播 hooks.

General rules:

• optimize the first line first; social copy lives or dies in the opening
• make the content feel native to the platform, not like an ad pasted everywhere
• use strong specificity, scenes, contrast, and emotion
• sound human; avoid agency jargon and fake “爆款感” filler
• choose one dominant objective: stop scroll, increase completion, trigger comments, trigger saves, trigger DM, or trigger click-through

小红书 mode

Style:

• useful + experiential + lightly emotional
• “I tried this / I learned this / this is what changed” works well
• title should feel valuable, relatable, and easy to save

Default output:

• title x10
• opening hook x5
• post structure
• CTA/comment prompts x5

Useful title angles:

• 我终于搞懂了[问题]
• 原来[结果]不是靠[常见误区]
• [人群]一定要知道的[方法/坑]
• 被问爆的[产品/方法]，一次讲清
• 这件事做对后，我的[结果]真的不一样了

抖音 / 短视频 mode

Style:

• spoken, rhythmic, immediate
• first 3 seconds must create tension or payoff expectation
• short beats, not long sentences

Default output:

• 3-second hook x10
• full spoken script x3
• on-screen text suggestions
• CTA x5

Reliable hook patterns:

• 如果你还在[旧做法]，先别急着[动作]
• 很多人[问题]，不是因为[表面原因]，而是因为[真正原因]
• 我用一个最简单的方法，解决了[问题]
• 今天只讲一件事：怎么把[结果]做好
• 这不是技巧更多，而是方向对了

朋友圈 mode

Style:

• socially natural, trust-led, not too “sales page”
• better when it feels like a person sharing, not a broadcast system

Default output:

• short post x5
• image caption x5
• soft CTA x5

Good moves:

• start with a real observation
• keep the tone warm and concise
• imply value before asking for action
• use lower-pressure CTAs like “想看我发你” or “有需要可以问我”

公众号 / long-caption mode

Style:

• structured, readable, more logic than hype
• headline + subheads + takeaway rhythm

Default output:

• title x10
• lead x3
• section outline
• closing CTA x3

Virality levers to choose from:

• strong usefulness
• identity resonance
• contrarian viewpoint
• emotional truth
• checklist / saved-value density
• before/after transformation
• concise controversy without fake provocation

Do not chase virality by making false claims or empty exaggeration.

Mode D: Boss-Ready Delivery Mode

Use when the user needs output that can be pasted directly into docs, slides, meetings, approvals, client review, or internal handoff. Optimize for clarity, completeness, and presentability.

Rules:

• present the strongest recommendation first
• label options clearly instead of dumping raw ideas
• separate “final recommendation” from “alternatives”
• make strategy visible: audience, angle, tone, CTA
• reduce fluffy explanation; keep only decision-useful notes
• format for easy forwarding and review

Default output structure:

1. 项目目标
2. 目标人群
3. 核心传播角度
4. 主推荐版本
5. 备选版本 A / B / C
6. 标题 / hook / CTA 备选
7. 适用场景说明
8. 如需测试，给出 A/B 建议

Preferred labels:

• 推荐版
• 稳妥版
• 更有传播感版
• 更强转化版
• 更高级版
• 更口语版

If the task is ambiguous, choose one primary recommendation and explain the assumption in one short line. If the user seems to be presenting upward, avoid slangy over-creativity unless explicitly requested.

Mode E: Cross-Border / Overseas Marketing Copy

Use for Amazon / Shopify / 独立站 / TikTok Shop / Meta ads / Google ads / overseas landing pages / product intros for global buyers / bilingual campaigns.

Rules:

• separate domestic-Chinese tone from export / global-selling tone
• focus on value proposition, buyer pain, differentiation, compliance-safe claims, and clear CTA
• avoid untranslated Chinese sales clichés in English output
• when writing Chinese briefs for cross-border teams, keep terminology production-friendly and channel-specific
• if writing English copy, prefer natural, concise marketing English over literal translation

Default output:

• angle summary
• headline x5
• product intro x3
• ad hook x5
• CTA x5
• channel adaptation notes

Useful cross-border angles:

• save time / reduce effort
• solve a specific pain fast
• improve workflow or lifestyle
• premium quality without premium friction
• better than generic alternatives
• clearer fit for a defined buyer segment

If the user wants both Chinese and English, provide side-by-side versions only when it stays readable; otherwise separate by language.

Deliverable Templates

Use these as default structures.

1) Landing page copy

Output:

1. Headline options x3-5
2. Subheadline x2-3
3. Primary CTA x3
4. Hero section copy
5. Pain points
6. Value props / benefits
7. Proof suggestions or inserted proof
8. Objection handling / FAQ
9. Closing CTA

2) Ad copy

Output:

• 5-10 hook lines
• 3-5 body variants
• 5 CTA variants
• optional audience-angle matrix

Keep ad copy tight. One angle per variant.

3) Email copy

Output:

• 5-10 subject lines
• preview text x3
• body copy in short paragraphs
• CTA button copy x3

For email sequences, specify each email’s job:

• awareness
• problem agitation
• proof
• objection handling
• urgency / close

4) Product description

Output:

• one-sentence value proposition
• short description
• feature-benefit bullets
• objection reducers
• CTA

5) Short-form video / spoken script

Output:

• 3-second hook
• problem setup
• core insight / mechanism
• proof or example
• CTA

Write for speech, not for reading.

If the User Gives Little Context

If the user says only “写个文案” or “帮我起标题”, default to this response pattern internally:

1. infer a likely goal from context
2. produce a usable first draft immediately
3. clearly label assumptions
4. offer sharper variants once audience/product details are available

Do not block on unnecessary questions.

Revision Strategy

When asked to improve existing copy:

1. diagnose why it is weak: vague, long, low-energy, feature-heavy, unclear CTA, wrong audience, weak hook
2. rewrite, not just lightly edit
3. explain the improvement briefly if useful
4. when appropriate, provide before/after or multiple options

Useful revision modes:

• 更像人话
• 更像品牌
• 更有购买欲
• 更高级
• 更克制
• 更适合中文语境
• 更适合短视频口播
• 更适合投放测试

A/B Testing Guidance

When the user wants testing variants, vary one main dimension at a time:

• headline angle
• emotional trigger
• offer framing
• CTA wording
• proof placement
• tone

Label variants clearly, for example:

• A: direct benefit
• B: pain-first
• C: curiosity-first
• D: authority/proof-first

Quality Bar

Before finalizing, check:

• Is the target audience obvious?
• Is the benefit specific?
• Is the CTA singular and clear?
• Does it sound natural in the requested language/platform?
• Is there at least one concrete detail, contrast, or proof point?
• Did you cut filler?

If not, rewrite.

Default Response Style for This Skill

When using this skill in a real task:

• deliver copy first
• explanation second
• do not over-theorize unless asked
• if useful, include “可直接用版” and “测试版”

If the user asks for “just give me the copy,” provide only the copy plus minimal labels.