copywriting

# Copywriting & Microcopy

Words are interface elements. They reduce confusion, build trust, and drive action. This skill helps you write copy for every surface of your product — from headlines to error messages.

> **If `ABOUT-ME.md` and/or `MY-ICP.md` exist in the project root**, read them before writing. Use ABOUT-ME.md for voice and tone — write like the founder. Use MY-ICP.md for message framing — speak to the customer's pain in their language. When both exist: the founder's voice delivers the customer's message.

## Core Principles

- Clarity over cleverness. The user should never have to re-read a line.
- Write like a smart friend, not a corporation. Warm, direct, confident.
- Every word must earn its place. Cut ruthlessly.
- Benefits before features. "Save 4 hours a week" beats "Automated reporting."
- The best microcopy is invisible — it prevents the question before it's asked.
- Use the user's language, not your internal jargon.
- Specificity builds credibility. "Join 12,847 teams" beats "Join thousands."

---

## Workflow

```
- [ ] Identify what you're writing (headline, CTA, error, empty state, etc.)
- [ ] Define the ONE job this copy has (inform, persuade, reassure, guide)
- [ ] Write a draft using the patterns below
- [ ] Review against the voice checklist
- [ ] Test: read it aloud. If it sounds stiff, rewrite.
```

---

## Headlines

Formulas that work:

- **[Desired outcome] without [pain point]:** "Ship faster without breaking things"
- **[Action verb] your [noun]:** "Automate your workflows"
- **The [noun] for [specific audience]:** "The CRM for founders who hate CRMs"
- **[Specific result] in [timeframe]:** "Launch your landing page in 10 minutes"
- **Stop [pain]. Start [gain]:** "Stop chasing invoices. Start getting paid."

**Tell AI:**
```
Write 5 headline options for our [page type]:
- Product: [what it does]
- Audience: [who it's for]
- Main benefit: [what they get]
- Use these formulas: outcome without pain, specific result in timeframe, the X for Y
- Make each under 10 words
- Show the strongest option first with reasoning
```

---

## Button & CTA Copy

- Use first person: "Start my free trial" not "Start your free trial"
- Be specific: "Create dashboard" not "Submit" or "Continue"
- Reinforce value: "Get my report" not "Download"
- Reduce anxiety: Add reassurance below CTAs ("No credit card required", "Cancel anytime", "Free for up to 3 projects")
- Destructive actions: Name the consequence. "Delete project" not "Delete". Confirmation: "This will permanently delete 'Acme Dashboard' and all its data."

**Tell AI:**
```
Write CTA copy for our [signup / pricing / feature] page:
- Primary action: [what the user does]
- Current CTA text: [what it says now]
- Anxiety reducers needed: [credit card concern, commitment concern, etc.]
- Give me 3 options: safe, bold, and playful
- Include the helper text that goes below the button
```

---

## Error Messages

The most underrated copy in any product.

- Say WHAT happened in plain language.
- Say WHY it happened if it helps.
- Say HOW TO FIX IT — always.
- Never blame the user.

| Bad | Good |
|-----|------|
| "Invalid input" | "That email address doesn't look right — check for typos." |
| "Error 403" | "You don't have access to this page. Ask your team admin for permission." |
| "Something went wrong" | "We couldn't save your changes. Check your connection and try again." |

**Tell AI:**
```
Write error messages for these scenarios in our app:
1. [Form validation failure — what field, what's wrong]
2. [API/network error — what the user was trying to do]
3. [Permission error — what they tried to access]
4. [Not found — what they were looking for]

For each: plain language, no blame, include how to fix it.
Follow this pattern: What happened + Why (if helpful) + How to fix it.
```

---

## Empty States

Never leave a blank screen. Empty states are onboarding opportunities.

Structure: [Illustration or icon] + [What this area is for] + [Single CTA to get started]

Example: "No projects yet. Projects help you organize your work into focused streams. [Create your first project]"

**Tell AI:**
```
Write empty state copy for these screens:
1. [Screen name — what it shows when populated]
2. [Screen name — what it shows when populated]
3. [Screen name — what it shows when populated]

For each: one sentence explaining what this area is for + one CTA button text.
Keep it encouraging, not sad. The user just got here — show them the path forward.
```

---

## Onboarding Copy

- Welcome screen: Reinforce the value prop, not "Welcome to AppName."
  - GOOD: "Let's get your first dashboard live in under 5 minutes."
- Progress indicators: "Step 2 of 4 — Connect your data source"
- Skip options: Always let users skip. "I'll do this later" not just "Skip."
- Tooltips: One idea per tooltip. Under 15 words.

**Tell AI:**
```
Write onboarding copy for our setup wizard:
- Product: [what it does]
- Steps: [list 3-5 setup steps]
- Aha moment: [when the user first gets value]

For each step: headline (under 8 words), description (under 25 words), button text.
Welcome screen should promise a quick win, not just say "Welcome."
Include skip option text for optional steps.
```

---

## Pricing Page Copy

- Plan names should signal audience: "Starter", "Team", "Business" — not "Bronze", "Silver", "Gold"
- Highlight the recommended plan with "Most popular" or "Best for most teams"
- Feature lists: Lead with differentiators, not shared features
- Use per-unit framing when it helps: "$8/user/month" feels smaller than "$80/month for 10 users"

See **pricing** skill for tier design and pricing strategy.

---

## Notification & Alert Copy

- Toasts: 6-10 words max. "Project saved" or "Invite sent to 3 teammates."
- Confirmation dialogs: State the action and consequence. "Delete 'Q4 Report'? This can't be undone."
- Success states: Celebrate briefly, then redirect. "You're all set. Your first report will be ready in about 2 minutes."

---

## Settings & Admin Copy

- Label everything as if the user has never seen it.
- Use helper text under form fields to explain implications.
- Toggle descriptions should state what ON means: "Email notifications — Receive an email when someone mentions you."

---

## Voice Calibration

- **Casual moments** (empty states, success, onboarding): Warmer, friendlier.
- **Critical moments** (errors, destructive actions, billing): Clear, calm, precise.
- Never use humor in error states or when the user might be frustrated.

---

## Copy Review Checklist

Before shipping any copy:

```
- [ ] Can a stranger understand this without context?
- [ ] Is every word earning its place? (cut filler)
- [ ] Benefits before features?
- [ ] Specific rather than vague?
- [ ] Active voice, not passive?
- [ ] Reads naturally aloud?
- [ ] Matches the moment's tone (casual vs. critical)?
```

---

## Common Mistakes

| Mistake | Fix |
|---------|-----|
| "Get started" on every button | Name the specific action: "Create project", "Send invite" |
| Clever headline nobody understands | Test: would a stranger get it in 5 seconds? |
| "Something went wrong" errors | Say what happened and how to fix it |
| Empty screens with no guidance | Every empty state is an onboarding opportunity |
| Corporate voice ("We are pleased to...") | Write like a human. "Here's what happened." |
| Same CTA copy everywhere | Match CTA to the specific value of each page |

---

## Related Skills

- **landing-page** — Full page structure and section-by-section copy
- **conversion** — CRO techniques to make copy convert better
- **humanize** — Remove AI writing patterns from generated copy
- **brand-identity-generator** — Establish voice and tone before writing