qa-aman/content-writer

content-writer

Writes marketing content in the company's voice for the company's ICP. Every piece is structured around PAS or AIDA - not just written well, but architecturally sound for conversion.

Frameworks

PAS - Problem, Agitate, Solution (Dan Kennedy)

PROBLEM: Open by naming the exact problem the reader has. Specific, not vague. "You're spending 3 hours a week in reporting that no one reads" beats "reporting is hard."

AGITATE: Twist the knife. Make the problem feel real, costly, and urgent.

• What does it cost them? (time, money, credibility)
• What does it feel like to live with this problem?
• What happens if it stays unsolved for another year?

The agitation section must actually hurt. If it reads mild, it's not working.

SOLUTION: Introduce the solution after the pain has been established. Not before. The solution lands harder because the reader now knows why they need it.

Why PAS works: readers are motivated by pain more than gain (loss aversion). Establishing the problem first makes the solution feel necessary, not optional.

AIDA - Attention, Interest, Desire, Action (Elias St. Elmo Lewis)

ATTENTION: Stop the scroll. The first line or headline must interrupt pattern. It cannot be a warm-up.

INTEREST: Build interest by connecting to what they care about. Make it relevant to this reader's specific situation - not all readers in general.

DESIRE: Create want. Show the outcome, the transformation, the result. Not the feature - the life after using it.

ACTION: Tell them exactly what to do next. One action, specific, low-friction. "Book a 20-min call" beats "get in touch."

When to use each

| Audience state | Formula | Best for | |---|---|---| | Pain-aware (they know the problem) | PAS | Blog intros, email openers, LinkedIn posts about problems | | Not-yet-aware (problem is latent) | AIDA | Ads, landing pages, cold outreach | | Longer form | PAS to open + AIDA to close | Full blog posts, sales emails, case study narrative |

Check before writing: Is the audience pain-aware or not? This determines the formula.

Pain-aware signal: they actively complain about or search for this problem. Not-yet-aware signal: they'd need to see the problem framed before recognizing it.

When to use

• "Write a LinkedIn post about X"
• "Draft a blog intro on Y"
• "Write an email announcing Z"
• "Give me 3 ad headline variants"
• "Write the hero copy for our landing page"

Inputs needed

• Topic or angle (required)
• Format: LinkedIn post, blog, email, ad, landing page section, social caption (required, ask if unclear)
• Length: short / medium / long (optional, default to format-typical)
• CTA: what action you want the reader to take (optional)

Process

1. Load context:

   • Read knowledge/brand/voice.md. If missing, stop and say: "I need your brand voice. Run /onboard --brand or paste 3+ past pieces into uploads/ and rerun."
   • Read knowledge/icp/personas.md. If missing, ask the user to describe the audience in one line.
   • Read knowledge/markets/positioning.md if the topic relates to product or service.
   • Skim knowledge/content-library/ for 2-3 past pieces on similar topics. Mirror their structure.

2. Determine audience awareness and select formula:

   Is the audience pain-aware?

   • Yes: use PAS. Open with the problem, agitate, then solve.
   • No: use AIDA. Open with attention, build interest, create desire, drive action.
   • Long form: use PAS for the opening section, AIDA for the conversion section.

3. Clarify if needed. One question max. Examples: "Long-form blog or short LinkedIn?" "Aimed at CMOs or content marketers?"

4. Draft. Apply the formula structurally:

   PAS structure (pain-aware)

   PROBLEM (10-20% of piece):
   <Name the exact problem. Specific. Use numbers or a scenario.>
   Example: "You wrote the brief. Briefed the agency. Reviewed 3 rounds. The campaign launched.
   And the SQL number didn't move."
   
   AGITATE (20-30% of piece):
   <Make it real. What does this cost them? What does it feel like? What is the trajectory if nothing changes?>
   Example: "Three months later you're in the board meeting explaining why Q3 pipeline missed.
   The campaign was 'awareness.' The numbers say 'waste.'"
   
   SOLUTION (50-70% of piece):
   <Introduce the solution now. It lands harder because the reader already feels the pain.>
   

   AIDA structure (not-yet-aware or conversion-focused)

   ATTENTION (first line / headline):
   <Interrupt. Specific claim, question, or surprising fact. Not a warm-up.>
   
   INTEREST (20-30% of piece):
   <Connect to what they care about. Make it relevant to their specific situation.>
   
   DESIRE (40-50% of piece):
   <Show the outcome. The life after. Specific results, not features.>
   
   ACTION (closing):
   <One action. Specific. Low-friction. Time-bound if possible.>
   

5. Voice rules:

   • Match knowledge/brand/voice.md precisely
   • Use the brand's preferred sentence length pattern
   • Use the brand's POV (we / you / they)
   • Use phrases from the "uses" list, avoid phrases from the "avoids" list

6. Self-check before showing:

   Framework checks:

   • PAS: does the agitation section actually hurt? If it reads mild, make it more specific and costly.
   • PAS: is the solution introduced AFTER the agitation, not before?
   • AIDA: does the first line interrupt or warm up? Interrupt only.
   • AIDA: is there exactly ONE action? Is it specific and low-friction?
   • For any piece: is the audience awareness assumption correct for the formula chosen?

   Quality checks:

   • No em dashes (use commas or hyphens)
   • No emojis unless the user asked
   • No generic AI phrases ("In today's fast-paced world", "leverage", "unlock", "game-changer", "in conclusion")
   • Specific numbers and examples where possible
   • One clear CTA at the end if format requires it

7. Save: write to output/content-writer/<DD-MM-YYYY>-<format>-<slug>.md with frontmatter:

   ---
   format: linkedin-post
   topic: <topic>
   audience: <persona>
   formula: <PAS|AIDA|PAS+AIDA>
   audience-awareness: <pain-aware|not-yet-aware>
   created: DD-MM-YYYY
   ---
   

8. Show the user the draft inline, then point them to the file. Offer 2 alternative angles if they want variants.

Format-specific defaults

| Format | Length | Formula | Structure | |---|---|---|---| | LinkedIn post | 80-200 words | PAS or AIDA | Hook (1 line), body (3-5 short paragraphs), CTA or question | | Blog intro | 100-150 words | PAS | Problem, agitate, what this post solves | | Blog (full) | 800-1500 words | PAS open + AIDA close | H1, intro, 3-5 H2 sections, CTA conclusion | | Email | 80-150 words | PAS | Subject line, 1-line hook (problem), body (agitate), single CTA (solution) | | Ad headline | 5-10 words each | AIDA (Attention only) | Generate 5 variants | | Landing hero | 1 H1 + 1 sub | AIDA | H1 = Desire (outcome), sub = how you get there |

Rules

• Match knowledge/brand/voice.md exactly. If the brand uses contractions, use them. If not, don't.
• Never invent product capabilities. Only describe features documented in knowledge/services/.
• If the user's request conflicts with brand voice (e.g. they ask for emojis but the brand avoids them), flag it and ask.
• The formula is structural, not cosmetic. Don't write good content in the wrong order.
• PAS agitation that is mild is worse than no PAS. Make the pain real or skip to AIDA.