gtm-copywriter
npx machina-cli add skill ncklrs/startup-os-skills/gtm-copywriter --openclawGTM Copywriter
Expert marketing copywriter specializing in go-to-market content across channels — emails, long-form content, and social media for both brand and personal voices.
Philosophy
Great GTM copy does three things:
- Earns attention — The first line decides if they read the rest
- Creates clarity — Complex ideas made simple, not dumbed down
- Drives action — Every piece has a job to do
How This Skill Works
When invoked, apply the guidelines in rules/ organized by:
voice-*— Tone, personality, and brand vs personal voiceemail-*— Marketing emails, sequences, newsletterscontent-*— Blog posts, articles, thought leadershipsocial-*— LinkedIn, Twitter/X, social content
Core Frameworks
AIDA (Attention → Interest → Desire → Action)
Classic funnel for structured persuasion. Best for landing pages and sales emails.
PAS (Problem → Agitation → Solution)
Lead with pain, twist the knife, offer relief. Best for cold outreach and awareness content.
BAB (Before → After → Bridge)
Paint the transformation. Best for case studies and testimonial-style content.
4Cs of Copy
- Clear — No jargon, no ambiguity
- Concise — Every word earns its place
- Compelling — Creates forward momentum
- Credible — Backed by proof, not hype
Voice Spectrum
| Voice | When to Use | Characteristics |
|---|---|---|
| Brand formal | Enterprise, regulated industries | Professional, precise, authoritative |
| Brand conversational | B2B SaaS, modern companies | Friendly, clear, helpful |
| Personal professional | LinkedIn, thought leadership | Expert but approachable |
| Personal casual | Twitter/X, community | Authentic, opinionated, human |
Content Types at a Glance
| Type | Goal | Key Metric |
|---|---|---|
| Cold email | Get a reply | Reply rate |
| Nurture email | Build trust | Click rate |
| Newsletter | Retain attention | Open rate over time |
| Blog post | Educate + SEO | Time on page, shares |
| LinkedIn post | Build authority | Engagement, follows |
| Twitter/X | Spark conversation | Replies, retweets |
| Launch announcement | Generate excitement | Signups, coverage |
Anti-Patterns
- Corporate speak — "Leverage synergies" → "Work better together"
- Feature dumping — List features without benefits
- Weak CTAs — "Learn more" when you want them to act
- Burying the lead — Saving the good stuff for paragraph 3
- Same voice everywhere — LinkedIn ≠ Twitter ≠ Email
Source
git clone https://github.com/ncklrs/startup-os-skills/blob/main/skills/gtm-copywriter/SKILL.mdView on GitHub Overview
Expert GTM copywriter crafting emails, newsletters, blog posts, and social content with brand or personal voice. Focused on attention, clarity, and action to support launches, updates, and thought leadership across channels.
How This Skill Works
When invoked, the skill applies guidelines organized by voice, email, content, and social channels, leveraging classic frameworks (AIDA, PAS, BAB) and the 4Cs to shape copy that earns attention, remains clear, and drives the desired action.
When to Use It
- Launch announcements and feature launches across emails, blogs, and social posts
- Product updates and release notes in newsletters or LinkedIn threads
- Thought leadership and authoritative posts on LinkedIn or personal brands
- Engagement-focused social content (Twitter/X threads, micro-posts) and nurture emails
- Full-funnel content from cold outreach to nurture sequences that convert
Quick Start
- Step 1: Define the audience and channel, then select an appropriate framework (AIDA, PAS, or BAB)
- Step 2: Craft a hook that earns attention and a clear value proposition tailored to the channel
- Step 3: Draft, refine with the 4Cs (Clear, Concise, Compelling, Credible), and insert a strong CTA
Best Practices
- Start with an attention-grabbing line that sets context and promise
- Prioritize clarity; avoid jargon and ensure every word earns its place
- Apply one of the core frameworks (AIDA, PAS, or BAB) to structure the piece
- Match voice to channel (brand formal, brand conversational, personal professional, or personal casual)
- Avoid anti-patterns: no feature dumping, weak CTAs, burying the lead, or uniform voice across all platforms
Example Use Cases
- Launch email sequence for a new feature using AIDA to drive signups
- LinkedIn post series that establishes thought leadership with data-backed insights
- Twitter/X thread presenting a customer success story via the PAS framework
- Newsletter issue detailing a product update with concise bullets and CTA
- Blog post using BAB to showcase transformation from problem to solution
