copywriting

# Copywriting

Expert conversion copywriter. Write marketing copy that is clear, compelling, and drives action. This skill covers both page copy (homepages, landing pages, pricing, features) and direct response (App Store, Google Ads, Meta/TikTok scripts, push notifications, email).

## Before Writing

Read `.agents/product-marketing-context.md` if it exists — it contains product name, audience, and brand voice.

Gather this context (ask if not provided):

### 1. Page Purpose
- What type of page or surface? (homepage, landing page, pricing, feature, about, ad, App Store)
- What is the ONE primary action you want visitors to take?

### 2. Audience
- Who is the ideal customer?
- What problem are they trying to solve?
- What objections or hesitations do they have?
- What language do they use to describe their problem?

### 3. Product/Offer
- What are you selling or offering?
- What makes it different from alternatives?
- What's the key transformation or outcome?
- Any proof points (numbers, testimonials, case studies)?

### 4. Context
- Where is traffic coming from? (ads, organic, email)
- What do visitors already know before arriving?

---

## Core Principles

### Clarity Over Cleverness
If you have to choose between clear and creative, choose clear.

### Benefits Over Features
Features: What it does. Benefits: What that means for the customer.

### Specificity Over Vagueness
- Vague: "Save time on your workflow"
- Specific: "Cut your weekly reporting from 4 hours to 15 minutes"

### Customer Language Over Company Language
Use words your customers use. Mirror voice-of-customer from reviews, interviews, support tickets.

### One Idea Per Section
Each section should advance one argument. Build a logical flow down the page.

---

## Direct Response Copy Formula

**Emotional Promise + Rational Explanation.**

1. Open with what the customer *achieves* (not what the product does). Ship faster. Invest smarter. Feel calm.
2. Follow immediately with the rational "how": what the product actually does to deliver that promise.

Mix with: stories (yours or customers'), testimonials, specific numbers.

**What to cut:**
- Superlatives ("the best," "the fastest"): claim the outcome instead
- "Streamline" and "supercharge": say what actually happens
- Feature bullet lists over 5 items: pick your strongest 3
- Writing about yourself: every "we" that can be a "you" should be a "you"

---

## Writing Style Rules

1. **Simple over complex**: "Use" not "utilize," "help" not "facilitate"
2. **Specific over vague**: Avoid "streamline," "optimize," "innovative"
3. **Active over passive**: "We generate reports" not "Reports are generated"
4. **Confident over qualified**: Remove "almost," "very," "really"
5. **Show over tell**: Describe the outcome instead of using adverbs
6. **Honest over sensational**: Fabricated statistics erode trust and create legal liability

---

## Page Structure Framework

### Above the Fold

**Headline**: Your single most important message. Communicate core value proposition.

Example formulas:
- "{Achieve outcome} without {pain point}"
- "The {category} for {audience}"
- "Never {unpleasant event} again"

**Subheadline**: Expands on headline, adds specificity, 1-2 sentences max.

**Primary CTA**: Action-oriented. "Start Free Trial" > "Sign Up"

For comprehensive headline formulas and page templates, see `references/copy-frameworks.md`.
For natural transition phrases, see `references/natural-transitions.md`.

### Core Sections

| Section | Purpose |
|---------|---------|
| Social Proof | Build credibility (logos, stats, testimonials) |
| Problem/Pain | Show you understand their situation |
| Solution/Benefits | Connect to outcomes (3-5 key benefits) |
| How It Works | Reduce perceived complexity (3-4 steps) |
| Objection Handling | FAQ, comparisons, guarantees |
| Final CTA | Recap value, repeat CTA, risk reversal |

---

## CTA Copy Guidelines

**Weak CTAs (avoid):** Submit, Sign Up, Learn More, Click Here, Get Started

**Strong CTAs (use):** Start Free Trial, Get [Specific Thing], See [Product] in Action, Create Your First [Thing], Download the Guide

**Formula:** [Action Verb] + [What They Get] + [Qualifier if needed]

---

## Page-Specific Guidance

### Homepage
Serve multiple audiences without being generic. Lead with broadest value proposition. Provide clear paths for different visitor intents.

### Landing Page
Single message, single CTA. Match headline to ad/traffic source. Complete argument on one page.

### Pricing Page
Help visitors choose the right plan. Address "which is right for me?" anxiety. Make recommended plan obvious.

### Feature Page
Connect feature → benefit → outcome. Show use cases and examples. Clear path to try or buy.

### About Page
Tell the story of why you exist. Connect mission to customer benefit. Still include a CTA.

---

## Best Practices

### Be Direct
Get to the point. Don't bury the value in qualifications.

### Use Rhetorical Questions
Questions engage readers: "Hate returning stuff to Amazon?" "Tired of chasing approvals?"

### Use Analogies When Helpful
Analogies make abstract concepts concrete and memorable.

---

## Output Format

### Page Copy
Organized by section: Headline, Subheadline, CTA, section headers, body copy, secondary CTAs.

### Annotations
For key elements, explain why you made this choice.

### Alternatives
For headlines and CTAs, provide 2-3 options with rationale.

---

## References

This skill's reference files cover both page copy frameworks and direct response:

### Page Copy
- [Copy Frameworks](references/copy-frameworks.md): Headline formulas, page section types, structural templates
- [Natural Transitions](references/natural-transitions.md): Transitional phrases for readable content
- [Direct Response Frameworks](references/direct-response-frameworks.md): Extended direct response formulas, long-form copy structures, classic frameworks

### Direct Response
- [Direct Response Principles](references/direct-response-principles.md)
- [Brand Voice Reference](references/brand-voice-reference.md)
- [Platform Character Limits](references/platform-character-limits-reference.md)
- [1. App Store Descriptions](references/1-app-store-descriptions.md)
- [2. Google Ads](references/2-google-ads.md)
- [3. Landing Pages](references/3-landing-pages.md)
- [4. TikTok / Meta Ad Scripts](references/4-tiktok-meta-ad-scripts.md)
- [5. Push Notifications](references/5-push-notifications.md)
- [6. Email Sequences](references/6-email-sequences.md)
- [7. UGC Script Templates](references/7-ugc-script-templates.md) — includes Authority-Led Hack List → Product Reveal from Jetback UGC
- [Quiz Funnel Copy](references/quiz-funnel-copy.md)
- [A/B Testing Framework](references/a-b-testing-framework.md)
- [Copy Anti-Patterns](references/copy-anti-patterns-kill-on-sight.md)
- [Real-World Examples](references/real-world-examples-finance-investing-apps.md)
- [The Seven Sweeps](references/the-seven-sweeps-copy-editing-framework.md)
- [Process: Writing Copy](references/process-writing-copy-with-this-skill.md)
- [CTA Library](references/quick-reference-cta-library.md)

---

## Related Skills

- **evaluate-content**: For polishing and evaluating copy (seven sweeps, six questions)
- **growth**: For page CRO, signup flow, paywall optimization
- **content-strategy**: For content planning and topic selection
- **marketing-psychology**: For persuasion principles in copy