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name: propaganda description: > Write high-conversion copy with psychological triggers for landing pages, emails, ads, and sales funnels. USE WHEN: User needs landing page copy, email sequences, ad copy, product descriptions, calls-to-action, or A/B testing frameworks for conversion optimization. DON'T USE WHEN: User needs SEO content strategy (use Basilisk), brand voice development (use Ghost Writer), or content marketing calendars (use Megaphone). OUTPUTS: Landing page copy, email sequences, ad variations, product descriptions, CTA formulations, A/B test plans, conversion audit reports. version: 1.0.0 author: SpookyJuice tags: [copywriting, conversion, persuasion, landing-pages, email, sales-copy] price: 14 author_url: "https://www.shopclawmart.com" support: "brian@gorzelic.net" license: proprietary osps_version: "0.1"

Propaganda

Version: 1.0.0 Price: $14 Type: Skill

Description

Most copywriting advice amounts to "write benefits, not features" -- which is true but useless once you're staring at a blank landing page with a 3% conversion rate and no idea what's wrong. Propaganda goes deeper. It gives you the structural frameworks, psychological triggers, and testing methodologies that separate copy that converts from copy that gets scrolled past. This isn't creative writing -- it's conversion engineering.

The difference between a 2% and a 6% conversion rate on a page getting 10,000 visits/month is 400 additional customers. At a $50 average order value, that's $20,000/month from words alone. Copy is the highest-leverage investment most businesses never make, because they treat it as a creative exercise instead of a systematic discipline with measurable outcomes.

This skill covers the five pillars of conversion copy: headlines that stop the scroll, value propositions that reframe the buying decision, objection handling that neutralizes resistance before it forms, calls-to-action that create urgency without desperation, and A/B testing frameworks that tell you what's actually working. Every technique is grounded in behavioral psychology -- not tricks, but an understanding of how people make purchasing decisions.

Prerequisites

• Clear understanding of your target audience (demographics, pain points, aspirations)
• Your product/service value proposition (what you offer, why it matters)
• Access to current conversion metrics (baseline to measure against)
• For A/B testing: analytics platform (Google Analytics, Mixpanel, or similar)
• For email: ESP with sequence/automation support (ConvertKit, Mailchimp, Resend)

Setup

1. Copy SKILL.md into your OpenClaw skills directory
2. Prepare your brief:
   • Target audience profile (who are they, what do they want, what scares them)
   • Product/service details (features, pricing, differentiators)
   • Current metrics (conversion rate, bounce rate, email open/click rates)
   • Competitive landscape (who else is selling to your audience)
3. Reload OpenClaw

Commands

• "Write landing page copy for [product/service]"
• "Create an email sequence for [goal: onboarding/sales/retention]"
• "Write ad copy for [platform: Google/Meta/LinkedIn]"
• "Audit my landing page copy for conversion issues"
• "Generate A/B test variants for [headline/CTA/email subject]"
• "Write product descriptions for [product type]"
• "Build an objection-handling section for [common objections]"
• "Create a sales page for [offer/launch]"
• "Write microcopy for [checkout/signup/onboarding flow]"

Workflow

Landing Page Copy

1. Audience research synthesis -- before writing a single word, map the audience's awareness level using Eugene Schwartz's five levels: Unaware (don't know they have a problem), Problem-Aware (know the pain, not the solution), Solution-Aware (know solutions exist, not yours), Product-Aware (know your product, not convinced), Most Aware (ready to buy, need a push). Your copy structure changes completely based on which level you're targeting. Most B2B SaaS targets Solution-Aware; most direct response targets Problem-Aware.
2. Headline framework -- the headline carries 80% of the page's conversion weight. Use one of five proven structures: (a) Outcome headline -- "Get [desired result] without [pain point]", (b) Curiosity headline -- "The [counterintuitive approach] that [unexpected result]", (c) Social proof headline -- "[N] [audience] already [achieved result]", (d) Question headline -- "Still [doing painful thing] when you could [better alternative]?", (e) Command headline -- "Stop [bad thing]. Start [good thing]." Test at least 3 headline variants.
3. Value proposition block -- immediately below the headline, answer three questions in 2-3 sentences: What is it? Who is it for? Why is it different? Use the "So what?" test on every claim. "AI-powered analytics" -- so what? "See exactly which marketing channel drives your highest-value customers in 30 seconds" -- that's a value proposition.
4. Benefit stacking -- list 3-5 primary benefits, each with a specific outcome and an implicit objection handled. Format: "[Benefit] -- [specific outcome]. [Objection neutralized]." Example: "One-click deployment -- go from signup to live in under 60 seconds. No DevOps team required." Each benefit should make the reader think "I want that" and "that addresses my concern" simultaneously.
5. Social proof placement -- position testimonials, case studies, logos, and metrics at decision points -- after the value proposition (builds credibility), after the pricing section (reduces risk perception), and near the CTA (final push). Use specific testimonials with names, roles, and quantified results. "Great product!" is worthless. "Reduced our deployment time from 3 hours to 4 minutes" converts.
6. Objection handling -- identify the top 5 reasons people don't buy and address each explicitly. Common objections: price ("too expensive for what it does"), timing ("not the right time"), trust ("will this actually work?"), complexity ("seems hard to set up"), and alternatives ("why not use X instead?"). Address objections before the reader consciously forms them -- this is preemptive persuasion.
7. Call-to-action design -- the CTA button text matters more than you think. "Sign Up" converts worse than "Start My Free Trial" which converts worse than "Get [Specific Result] Now." Use first-person phrasing ("Start my..."), include the benefit in the button text, and add a risk reversal below the button ("30-day money-back guarantee. No credit card required."). Place CTAs after every major section, not just at the bottom.

Email Sequence Architecture

1. Sequence mapping -- define the sequence goal (onboarding, nurture, sales, retention) and map the emotional arc: curiosity (email 1) to credibility (emails 2-3) to desire (emails 4-5) to urgency (emails 6-7). Each email has one job -- don't try to educate, build trust, and sell in the same email. The sequence does all three; individual emails do one.
2. Subject line engineering -- open rates determine everything downstream. Test four subject line angles per email: curiosity ("The one metric nobody tracks"), benefit ("Cut your build time in half"), urgency ("Closing tomorrow at midnight"), and personal ("Quick question about [their company]"). Keep subject lines under 50 characters for mobile. Avoid spam triggers: ALL CAPS, excessive punctuation, "free," "act now."
3. Email body structure -- every email follows: hook (first line that earns the second line), story or insight (builds connection and credibility), bridge (connects the story to your product), CTA (one clear action). Keep emails under 200 words for cold sequences, under 400 for warm sequences. One CTA per email -- multiple CTAs split attention and reduce clicks.
4. Timing and cadence -- for onboarding: Day 0 (welcome), Day 1 (quick win), Day 3 (deeper value), Day 7 (case study), Day 14 (check-in). For sales: Day 0 (value-first intro), Day 2 (pain point), Day 4 (solution), Day 6 (social proof), Day 8 (offer), Day 10 (urgency), Day 12 (last chance). Adjust based on your audience's buying cycle -- B2B is slower, B2C is faster.
5. Segmentation triggers -- track engagement signals: opens, clicks, replies, page visits, feature usage. Use these to branch the sequence: engaged readers get the faster sales track, disengaged readers get re-engagement content or are pruned. A subscriber who clicked your pricing page yesterday gets a different email than one who hasn't opened in two weeks.

A/B Testing Framework

1. Hypothesis formation -- never test randomly. Form a specific hypothesis: "Changing the headline from feature-focused to outcome-focused will increase above-the-fold engagement by 15% because our audience is solution-aware and responds to specific results." The hypothesis tells you what to test, what to measure, and what to expect.
2. Variable isolation -- test one element at a time: headline, CTA, social proof placement, or pricing display. Multivariate testing requires massive traffic to reach significance. At under 10,000 monthly visitors, stick to A/B tests with a single variable. The order of testing priority: headline first, CTA second, social proof third, page layout fourth.
3. Statistical rigor -- calculate required sample size before starting the test. Use a significance calculator with: baseline conversion rate, minimum detectable effect (usually 10-20% relative lift), significance level (95%), and statistical power (80%). Running tests without enough traffic produces noise, not insights.
4. Variant creation -- create variants that are meaningfully different, not cosmetically different. Changing button color from blue to green is not a meaningful test. Changing "Sign Up Free" to "Start Saving 10 Hours/Week" is. Each variant should reflect a different psychological angle or value proposition emphasis.
5. Result interpretation -- a test is conclusive when it reaches statistical significance AND has run for at least one full business cycle (typically 1-2 weeks). Declare a winner only when the confidence interval doesn't cross zero. Document: what you tested, the hypothesis, the result, and what you learned -- even from losing variants.

Output Format

PROPAGANDA -- CONVERSION COPY BRIEF
Project: [Product/Campaign Name]
Asset: [Landing Page / Email Sequence / Ad Copy]
Audience: [Target Audience]
Awareness Level: [Unaware / Problem / Solution / Product / Most Aware]
Date: [YYYY-MM-DD]

=== HEADLINE VARIANTS ===
H1: [Primary headline]
H2: [Alternative -- different angle]
H3: [Alternative -- different structure]

=== VALUE PROPOSITION ===
[2-3 sentence value proposition block]

=== BENEFIT STACK ===
1. [Benefit] -- [Specific outcome]. [Objection handled].
2. [Benefit] -- [Specific outcome]. [Objection handled].
3. [Benefit] -- [Specific outcome]. [Objection handled].

=== OBJECTION MAP ===
| Objection | Response Strategy | Copy Placement |
|-----------|------------------|----------------|
| [objection] | [how addressed] | [where on page] |

=== CTA VARIANTS ===
Primary: [Button text + supporting microcopy]
Alt 1: [Different angle]
Alt 2: [Different angle]

=== A/B TEST PLAN ===
| Test | Hypothesis | Metric | Min Sample |
|------|-----------|--------|------------|
| [element] | [hypothesis] | [metric] | [N visitors] |

=== SOCIAL PROOF ===
[Testimonial/metric placement recommendations]

Common Pitfalls

• Feature-first copy -- leading with features ("AI-powered," "cloud-native," "real-time") instead of outcomes ("save 10 hours/week," "never miss a deadline," "know exactly where your money goes"). Features are evidence for benefits, not the headline.
• Writing for yourself -- you know your product inside out. Your audience doesn't. They don't care about your architecture, your tech stack, or your company history. They care about their problem and whether you solve it. Write from their perspective, not yours.
• Weak calls-to-action -- "Submit," "Learn More," and "Sign Up" are the default choices of people who didn't think about their CTA. Use action-oriented, benefit-specific language: "Get My Free Report," "Start Saving Time," "See It In Action."
• No objection handling -- if you don't address objections, the reader's internal skeptic fills the silence with doubt. Anticipate the top 3-5 reasons people don't buy and address them on the page before they become deal-breakers.
• Testing too many things -- running 8 A/B tests simultaneously with 2,000 monthly visitors means none of them will reach statistical significance. Prioritize ruthlessly: test the highest-leverage element first (usually the headline) and wait for conclusive results before moving on.
• Ignoring mobile -- over 60% of web traffic is mobile. If your landing page copy relies on layout, columns, or long paragraphs that collapse on mobile, your conversion rate on phones will be abysmal. Write for the smallest screen first.

Guardrails

• No false claims. All copy assertions must be supportable. "Saves 10 hours/week" requires evidence (case study, data, or user testimony). Never fabricate statistics, testimonials, or results. Aggressive framing is fine; dishonesty is not.
• No dark patterns. Urgency must be real (actual deadline, actual limited inventory) or clearly framed as a marketing tactic. Fake countdown timers, manufactured scarcity, and hidden charges erode trust and violate consumer protection regulations.
• Audience-appropriate tone. Copy adapts to the audience's sophistication level. Enterprise B2B gets different treatment than DTC consumer. Never condescend, never hype beyond what the product delivers.
• CAN-SPAM and GDPR compliance. All email copy includes required elements: sender identification, physical address, unsubscribe mechanism. Sequences respect opt-out requests immediately. Data collection disclosures are included where required.
• Competitor references are factual. When comparing to competitors, use verifiable claims only. "Faster than X" requires benchmarks. "More affordable than Y" requires published pricing. Never disparage competitors with unsubstantiated claims.
• Accessibility in copy. Headlines and CTAs are clear without relying on color, images, or layout. Copy makes sense when read by a screen reader. Alt text descriptions are included for any visual elements referenced in the copy.
• Conversion metrics over vanity metrics. Recommendations optimize for conversion (signups, purchases, qualified leads), not vanity metrics (page views, time on page, social shares). Every copy recommendation ties back to a measurable business outcome.

Support

Questions or issues with this skill? Contact brian@gorzelic.net Published by SpookyJuice -- https://www.shopclawmart.com