Generate strategic and execution angles for copywriting campaigns.
Uses the Angle Generation Machine methodology, Schwartz's 7 techniques, and 25 headline formulas.
Most AI-generated ad copy sounds the same because it starts from the product, not the customer. This skill flips the process: start with mass desire (Schwartz), cross it with emotional triggers, and generate dozens of distinct angles — each targeting a different entry point into the customer's world.
Two-phase angle generation:
Campaign-level positioning ideas. Each one represents a distinct way into the customer's mind.
A strong strategic angle:
- Targets a specific persona and awareness level
- Channels an existing desire or fear (not a product feature)
- Has a clear emotional driver
- Can generate dozens of distinct headlines underneath it
- Differentiates from competitor messaging
Headline and hook variations that express the strategic angle across formats — questions, statements, story leads, provocative claims, social proof. Flagged by channel: paid social (thumb-stop), email (curiosity gap), or advertorial (editorial tone).
Each technique is matched to an awareness level:
| # | Technique | Best For | Awareness Level |
|---|---|---|---|
| 1 | Intensification | Amplifying desire/pain | Problem-Aware |
| 2 | Identification | "People like me" connection | Any |
| 3 | Gradualization | Incremental belief-building | Product-Aware (skeptical) |
| 4 | Redefinition | Reframing the category | Solution-Aware |
| 5 | Mechanization | Naming the unique mechanism | Solution-Aware |
| 6 | Concentration | Single most powerful claim | Most Aware |
| 7 | Camouflage | Hiding the sell entirely | Unaware |
The angle generation process synthesizes principles from 10 copywriting legends:
- Schwartz & Collier — Mass desire + entering the existing conversation
- Caples & Ogilvy — Headline craft + the Big Idea
- Halbert & Hopkins — Specificity + reason-why advertising
- Kennedy & Bencivenga — Honesty + proof-stacking
- Sugarman & Bird — Emotional triggers + one-to-one communication
git clone https://github.com/lisovet/claude-skills.git /tmp/claude-skills
cp -r /tmp/claude-skills/skills/copywriting-strategist ~/.claude/skills/Important: This skill has 12 reference files including the headline bank and all 7 Schwartz technique breakdowns. You need the whole folder — not just SKILL.md.
"Give me 5 strategic angles for my energy gel brand"
"Brainstorm hooks for a cold Meta campaign targeting runners"
"What angles should we test for this supplement launch?"
"Generate headline variations for the 'hidden cause' angle"
copywriting-strategist/
SKILL.md # Core methodology + workflow
references/
angle-generation-matrix.md # Framework for crossing desires with mechanisms
emotional-triggers-library.md # Catalog of core human drivers
schwartz-on-desire.md # Key insights on channeling mass desire
headline-bank.md # 25 proven headline formulas by type
schwartz-techniques/
01-intensification.md # Amplifying desire/pain
02-identification.md # Building "people like me"
03-gradualization.md # Incremental belief-building
04-redefinition.md # Reframing the category
05-mechanization.md # Naming the unique mechanism
06-concentration.md # Distilling to single claim
07-camouflage.md # Hiding the sell
[Brand Skill] → STRATEGIST → [Formatter] → [Optimizer] → [Ad Validator]
▲ THIS SKILL
Input: A brand skill for product context (customer avatars, competitive landscape, voice).
Output: 3-5 strategic angles + 10-20 execution angles per strategic angle.
Next step: Hand the best execution angles to a formatter to produce finished copy.
| Skill | Relationship |
|---|---|
| conversion-architect | Use Architect first to diagnose page issues, then Strategist for angles |
| Brand skills | Always pair with a brand skill for product/audience context |
MIT