Skill מסגרות קופירייטינג ל-Claude

מתי להשתמש

כשמישהו אומר: "Copy", "Copywriting", "AIDA", "PAS", "BAB", "Headlines", "כתיבה שיווקית", "CTA", "ad copy".

מקור / רקע מקצועי

• David Ogilvy, Eugene Schwartz (legends)
• Joanna Wiebe (Copyhackers)
• Joe Sugarman — The Adweek Copywriting Handbook

הוראות עבודה

1. AIDA — The Classic

Components

• Attention: Hook the reader.
• Interest: Build curiosity.
• Desire: Connect to outcome.
• Action: Tell what to do.

דוגמה

A: "Tired of CAC eating your margins?"
I: "We helped 500+ SMB SaaS companies cut CAC by 30-50%."
D: "Imagine adding 6 figures to bottom line — without spending more on ads."
A: "Book a 15-min call this week."

2. PAS — Problem-Agitate-Solution

Components

• Problem: State the issue.
• Agitate: Make them feel the pain.
• Solution: Present your offer.

דוגמה

P: "Your sales team has too many lukewarm leads."
A: "Reps waste 70% of their time on calls that go nowhere. Quotas miss. Top reps quit."
S: "Our platform scores leads in real-time so reps focus on the 20% who'll close."

3. BAB — Before-After-Bridge

Components

• Before: Current pain state.
• After: Dream outcome.
• Bridge: Your product/service.

דוגמה

B: "Right now, your CMO spends 8 hours weekly on board reports."
A: "Imagine board reports auto-generated in 30 seconds, with insights pre-highlighted."
B: "Our dashboard does exactly this — connects to your stack and runs autonomously."

4. FAB — Features-Advantages-Benefits

Components

• Features: What it has.
• Advantages: What it does.
• Benefits: What you get.

דוגמה

F: "AI-powered lead scoring engine."
A: "Updates scores in real-time as leads engage."
B: "You spend 80% less time chasing low-quality leads — and your reps close 2x more."

5. 4Ps — Picture-Promise-Prove-Push

Components

• Picture: Paint a vision.
• Promise: What you commit to.
• Prove: Evidence.
• Push: Call to action.

6. Headline Formulas (10)

א. Number + Promise

• "5 Ways to Cut CAC by 30%"

ב. How-to

• "How to Generate 100 Demos/Month with $5K Budget"

ג. Question

• "Is Your Marketing Stack Holding You Back?"

ד. Specificity

• "$2,847 in 30 Days: The Exact Funnel I Used"

ה. Pain-focused

• "Stop Wasting Money on Underperforming Ads"

ו. Curiosity

• "The Marketing Tactic Most CMOs Are Ignoring"

ז. Direct

• "Free Marketing Audit — Limited Spots"

ח. Comparison

• "HubSpot vs. Salesforce: Which Is Right for You?"

ט. Negative

• "Why Most Marketing Plans Fail (And How to Fix Yours)"

י. Statement

• "We Increased Sales 4x Without Increasing Ad Spend"

7. CTA Best Practices

Action-Oriented

• ❌ "Click Here", "Submit"
• ✅ "Get My Free Audit", "Start 14-Day Trial"

Specific

• ❌ "Learn More"
• ✅ "See How It Works in 2 Minutes"

First-Person

• ❌ "Your Demo"
• ✅ "Get My Demo"

Urgency (when real)

• ✅ "Save 20% Until Friday"
• ❌ "Limited Time" (vague)

Multi-CTA Hierarchy

• Primary: "Start Free Trial"
• Secondary: "Or Watch a 5-min Demo"

8. Ad Copy vs Landing Page Copy

Ad Copy

• Brief (80-150 char Headlines, 90-200 char Descriptions).
• Hook + Promise + CTA.
• Curiosity: don't tell everything.

Landing Page Copy

• Detailed (1,000-3,000+ words).
• AIDA / PAS structure.
• Address objections.
• Multiple CTAs throughout.

Email Copy

• Personal.
• Conversational.
• One main message.
• Single CTA.

9. Subject Line Frameworks

Curiosity

• "Quick question for you, {name}"

Urgency

• "Last chance: 24 hours left"

Specificity

• "How [Customer] saved $50K in Q3"

Personal

• "{name}, just thought of you"

Question

• "Are you making this mistake?"

Value

• "5 templates for your next launch"

10. Voice — Casual vs Professional

Casual (B2C, Some B2B)

• Contractions: "you're", "we'll".
• Short sentences.
• Personal pronouns.
• Slang okay (in moderation).

Professional (B2B Enterprise, Finance)

• Full forms: "you are", "we will".
• Industry terms.
• Authoritative tone.
• Precision over personality.

11. Israeli Hebrew Copy — Specifics

עברית טבעית

• ❌ תרגום מילולי מאנגלית.
• ✅ "תכל'ס", "ישר ולעניין".

Sabra Tone

• ישיר, לא מתחנף.
• מעט הומור.
• אמיתי, לא נמלץ.

אורך

• עברית קצרה ב-25-30% מאנגלית באותו תוכן.
• כותרות: 30-40 תווים אופטימלי.

12. Common Copy Mistakes

❌ Feature-focused ("Has 50 integrations") instead of Benefit ("Connects to all your tools instantly"). ❌ Industry jargon without context. ❌ Passive voice. ❌ Generic ("amazing", "innovative", "leading"). ❌ Long paragraphs. ❌ Multiple CTAs confused.

13. Power Words — Use Sparingly

• Free (אבל הזהר ב-spam).
• Now.
• Easy.
• Save.
• Guaranteed.
• Proven.
• You (most powerful word in copy).

14. AIDA + Psychology Triggers

Triggers to Layer in

• Social Proof: "10,000 customers".
• Scarcity: "Only 3 spots".
• Authority: "Endorsed by Forbes".
• Reciprocity: "Free template, no signup".
• Loss Aversion: "Don't miss out".
• Liking: Personal stories.
• Commitment: "Join 1,000 marketers".

15. אסיים בהמלצה.

קלט נדרש

פלט צפוי

כללי עבודה

• פלט בעברית. מונחים מקצועיים באנגלית.
• Benefit-focused > Feature-focused.
• Specific > Generic.
• You instead of "we".
• Test variations — copy is opinion until tested.

דגלים אדומים

• 🚨 Vague CTAs ("Click here", "Submit").
• 🚨 Feature dumping without benefits.
• 🚨 Hyperbole ("Best ever", "Industry-leading").
• ⚠️ Long sentences — readability suffers.

הערות חשובות

• Read out loud test — does it flow?
• Cut 30% — first draft always too long.
• AI tools good for variations, not final.
• Copy = product feedback — what makes customers tick.

פרומפט לדוגמה

SaaS B2B, ad copy ל-Google Search. מילת מפתח "marketing automation". כתוב 5 ads.

Email subject line for re-engagement campaign. 6 חודש לא פתח.

Landing page hero copy ל-eCommerce אופנה. AOV ₪200.

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