Copywriting logo

Copywriting

OrganizationPopular
ZJU-REAL
copywriting

国内带货转化营销文案：提炼卖点并产出种草、信息流广告、活动促销、电商详情页或落地页的标题、正文和 CTA。 当用户说“写种草/广告/活动/促销/详情页/落地页文案、提炼卖点、广告语”时使用。 整套小红书笔记用 xhs-note-creator；涨粉互动内容用 social-content；严格套 PAS/AIDA 等框架用 post-formatter。

Overview

PublisherZJU-REAL
RepositoryEasel
Skill namecopywriting
Stars
1.2K
Forks
175
Bundled files
4
LicenseApache-2.0
Links
Skill sourceRepositoryHomepage
  • Markdown instructions

    A SKILL.md file the model loads on demand, so it only costs tokens when a request actually matches.

  • Works with any LLM

    AI skills are plain Markdown, not provider-specific code, so this works with GPT, Claude, Gemini, Grok, or a local model.

  • 4 bundled files

    Scripts, templates, and references the model can read while it works. Files are read-only and never executed.

  • Open source

    Published by ZJU-REAL on GitHub. Read the source before you install it.

Installation

Install the Copywriting AI skill in TypingMind to use it with any LLM, or drop it into another agent that reads SKILL.md.

1

Install in TypingMind

TypingMind installs a skill straight from its GitHub folder — it reads SKILL.md, bundles the resource files, and stores the result locally.

  1. Open the app and go to Plugins → Skills.
  2. Choose "Install from GitHub".
  3. Paste the skill folder URL below and confirm.
  4. Enable the skill in any chat where you want it available.
Plugins → Skills → Add skill → From GitHub URL, then paste the folder URL and press Continue.
2

Install in another agent

Any agent that reads the Agent Skills format can use this skill — copy the folder into that agent's skills directory.

Claude Code — .claude/skills
git clone --depth 1 https://github.com/ZJU-REAL/Easel.git /tmp/Easel
mkdir -p .claude/skills
cp -r /tmp/Easel/skills/openclaw/copywriting .claude/skills/copywriting
Restart Claude Code after copying so it picks up the new skill.

Use it in TypingMind

Enable Copywriting in any TypingMind chat and the model takes it from there. Its name and description sit in the system prompt, and the moment a request matches, the model loads the full instructions itself — you never invoke it by hand, and it costs no tokens until it is actually used.

The model loads Copywriting on its own as soon as a request matches it.

Works with any AI model

AI skills are plain Markdown instructions rather than provider-specific code, so Copywriting is not tied to the model it was written for. Install it once in TypingMind and use it with GPT-5, Claude, Gemini, Grok, DeepSeek, Mistral, Llama, or a local model you run yourself — all on your own API keys.

  • Loaded only when it is needed

    The system prompt carries just the name and description. The instructions are fetched on the first matching request, so an idle skill costs nothing.

  • Switch models mid-chat

    Because the skill is instructions rather than code, changing model does not break it — the next model reads the same SKILL.md.

Skill instructions

This is the SKILL.md content the model loads. Read it before installing — a skill is instructions your model will follow.

营销文案写作

为国内营销场景撰写和优化高转化文案：种草、信息流广告、卖点提炼、活动促销、电商详情页、落地页。套经典框架，落国内语境。

职责边界

场景交给谁为什么
卖货/转化导向的营销文案（种草卖点、信息流广告、活动、详情页、落地页）本 SKILL以"促成购买/转化"为目标，讲卖点、讲收益、给 CTA
整套小红书笔记（多卡片 + caption + hashtags + 去 AI + 校验全流程）xhs-note-creator小红书图文/种草的总入口，不是单条文案
通用社媒内容（多平台原生格式、钩子、标签、互动引导）social-content偏内容运营/涨粉互动，不强转化
严格套 PAS/AIDA/BAB/STAR 框架的结构化帖子（200-250 字、移动端排版）post-formatter专做单一框架的规范化帖子

一句话分工：要卖货找 copywriting，要整套小红书笔记找 xhs-note-creator，要涨粉找 social-content，要套固定框架排版找 post-formatter。 可串联（本 SKILL 出卖点文案 → post-formatter 排成帖子 → social-content 适配多平台）。

输入

用户 prompt 中提供以下信息（缺失时主动询问）：

  1. 文案类型 — 种草 / 信息流广告 / 卖点提炼 / 活动促销 / 详情页 / 落地页
  2. 产品/服务 — 卖什么、核心卖点、与竞品的差异、能带来的结果
  3. 目标动作 — 希望用户做什么（下单、领券、加购、点击链接、私信咨询、到店）
  4. 投放场景/平台 — 小红书 / 抖音信息流 / 朋友圈广告 / 电商平台 / 落地页等（影响长度、语气、CTA 形式）
  5. 证据素材（如有）— 销量、评价、成分/参数、案例、资质
  6. 受众 — 谁看、什么消费顾虑

输出

按文案类型交付对应结构（详见 references/copy-frameworks.md），通常包含：

  • 主标题/开头钩子 + 2-3 个备选
  • 正文（按所选框架组织：痛点→方案→卖点→信任→CTA 等）
  • 卖点清单（FAB：功能→优势→利益，逐条）
  • CTA/行动引导 + 2-3 个备选
  • 关键元素标注：说明选择理由和所用框架/原则

执行步骤

  1. 收集上下文 — 确认文案类型、产品卖点、目标动作、投放场景、受众、证据；缺失项主动询问。
  2. 确定语气 — 按 Profile 或用户指示定调（种草偏亲切真实、信息流偏直给、活动偏紧迫、详情页偏专业）。
  3. 提炼卖点 — 用 FAB 把产品特性翻译成用户利益（框架定义见 skills/shared/references/copy-frameworks.md），排出主次。
  4. 选框架搭结构 — 按内容目的从 skills/shared/references/copy-frameworks.md 选框架（AIDA / PAS / FAB / 4U / BAB），再按文案类型从 references/copy-frameworks.md 取对应结构模板。
  5. 写标题/钩子 — 用 skills/shared/references/hook-title-formulas.md 的标题/钩子公式产出 2-3 个备选。
  6. 填正文 — 逐段推进，一段一论点；用 references/natural-transitions.md 保持衔接自然、口语流畅。
  7. 打磨风格 + 去 AI 门（强制） — 按 references/writing-style-rules.md 抓营销文案特有的风格（讲利益、信任前置、反问/类比、CTA 给理由）；去 AI 味走 text-polisher 权威源并过门禁（../text-polisher/references/{phrases-to-remove,structures-to-avoid,zh-ai-markers}.md）——AI 味自检 ≥45/50、综合质量 ≥35/50，不达标先改再交付。本 SKILL 不维护去 AI 副本。
  8. 写 CTA — 按目标动作产出 2-3 个 CTA 备选。
  9. 字数校验（有长度约束的类型必做） — 信息流广告、详情页首屏、落地页等有字符/篇幅限制的，用脚本判定不靠肉眼数： 
    bash
    python3 skills/shared/scripts/wordcount.py count -f outputs/主题名/copy.txt
    读 social_count 与投放位的字符上限比对，超限交给 text-condenser 压缩后重数。
  10. 组装交付 — 按「输出」格式组装文案 + 标注 + 备选，写入 outputs/。

文案核心原则

  • 清晰优先 — 清晰与创意冲突时选清晰，用户 3 秒内看懂在卖什么。
  • 讲利益不讲功能 — 特性说"它是什么"，利益说"这对你意味着什么"（FAB 的核心）。
  • 要具体 — "早八通勤 10 分钟出门不迟到" > "省时高效"；有数字用数字。
  • 用用户的话 — 镜像评论区、笔记、咨询里的真实说法，不用品牌自嗨词。
  • 一段一论点 — 每段只推进一个论据，沿文案构建"心动→信任→行动"链路。
  • 信任前置 — 国内消费决策重口碑与从众，销量/评价/资质等信任信号要早出现。
  • CTA 要给理由 — 不只说"点击购买"，配上为什么现在买（限时、限量、赠品、价格锚点）。

文案类型速览

各类型的结构模板与写法要点见 references/copy-frameworks.md（框架定义见 skills/shared/references/copy-frameworks.md）。核心差异：

类型主用框架语气关键
种草文案痛点-方案 / 亲测体验亲切、真实、去广告感场景代入、真实体验、避免硬广被限流
信息流广告AIDA / 4U直给、抓眼前 1 行定生死、利益前置、CTA 明确
卖点提炼FAB精炼特性→优势→利益逐条翻译，排主次
活动/促销紧迫+价值锚点有节奏、有紧迫感力度清晰、制造紧迫、降低决策成本
详情页FAB + 异议处理专业、可信卖点分层、参数可视化、打消顾虑
落地页/产品页AIDA + 结构化版块依受众首屏价值主张、信任背书、单一主 CTA

Profile 感知

  • 有 Profile：读 style.md（语气/表达风格）、audience.md（受众画像）、preferences.md（红线禁忌），文案调性、措辞、卖点角度全部对齐 Profile。
  • 无 Profile：主动询问语气偏好（亲切/专业/紧迫）、受众、品牌个性；未提供则退回通用专业语气，交付末尾附注"如提供账号 Profile 可获得更贴合品牌的文案"。

Bundled files

The model reads these on demand while the skill is loaded. They are exposed as readable files and are never executed.

Frequently asked questions

What does the Copywriting AI skill do?

国内带货转化营销文案：提炼卖点并产出种草、信息流广告、活动促销、电商详情页或落地页的标题、正文和 CTA。 当用户说“写种草/广告/活动/促销/详情页/落地页文案、提炼卖点、广告语”时使用。 整套小红书笔记用 xhs-note-creator；涨粉互动内容用 social-content；严格套 PAS/AIDA 等框架用 post-formatter。

Why use Copywriting on TypingMind?

Because you install it once and use it with any model. Copywriting is plain Markdown rather than provider-specific code, so the same skill runs on GPT-5, Claude, Gemini, Grok, or a local model — and you can switch model mid-chat without it breaking. TypingMind runs on your own API keys, so you pay providers directly instead of a per-seat subscription, and your skills and chats stay in your own storage.

How do I install Copywriting in TypingMind?

Open Plugins → Skills → Install from GitHub in TypingMind and paste https://github.com/ZJU-REAL/Easel/tree/main/skills/openclaw/copywriting. TypingMind reads its SKILL.md and bundles its files and installs it as a skill you can enable per chat.

Which AI models can use Copywriting?

Any model you connect in TypingMind. AI skills are plain Markdown instructions rather than provider-specific code, so GPT, Claude, Gemini, Grok, and local models can all load this skill when a request matches it.

How many AI models can I use with Copywriting?

As many as you like. As long as a model supports skills, you can use Copywriting with it — GPT, Claude, Gemini, Grok, DeepSeek, Mistral, Llama and more — all on TypingMind with your own API keys.

Is the Copywriting AI skill free?

Yes. It is published on GitHub by ZJU-REAL under the Apache-2.0 license. You only pay your own AI provider for the tokens you use.

What are AI skills?

An AI skill is a reusable instruction bundle that teaches an AI model how to do one specific task. It follows the open Agent Skills format: a SKILL.md file with a name and description, plus any scripts, templates or reference files the model may need. The model reads the instructions only when your request matches the skill, so an installed skill costs nothing until it is used.

How are AI skills different from plugins or MCP servers?

A plugin or MCP server gives a model new tools to call — code that runs somewhere and returns a result. An AI skill gives the model knowledge and process instead: how to approach a task, which steps to follow, what good output looks like. Skills are plain Markdown, so they need no server, no API key and no runtime, and they work with any model.

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