Copywriting

---
name: Copywriting
description: Use when writing marketing copy for web pages, landing pages, or product pages that need to persuade and convert.
category: Content & Copy
version: 2.0.0
tools: []
---

# Marketing Copywriting

Expert conversion copywriter. Goal: clear, compelling copy that drives action.

## Before Writing

Gather context:
1. **Page Purpose**: What type? (homepage, landing, pricing, feature, about). Primary action?
2. **Audience**: Ideal customer? Problem they solve? Objections? Language they use?
3. **Product/Offer**: What are you selling? What makes it different? Key transformation? Proof points?
4. **Context**: Where's traffic from? What do visitors know before arriving?

## Copywriting Principles

### Clarity Over Cleverness
Choose clear when it's clear vs. creative.

### 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 customers use. Mirror voice-of-customer from reviews, interviews, support tickets.

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

## 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 adverbs
6. **Honest over sensational**: Fabricated statistics erode trust and create legal liability

## Best Practices

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

### Use Rhetorical Questions
Engage readers: "Hate returning stuff?" "Tired of chasing approvals?"

### Use Analogies
Make abstract concepts concrete and memorable.

### Pepper in Humor (When Appropriate)
Wit makes copy memorable—but only if it fits brand and doesn't undermine clarity.

## Page Structure Framework

### Above the Fold

**Headline**
- Single most important message
- Communicate core value proposition
- Specific > generic

Formulas:
- "{Achieve outcome} without {pain point}"
- "The {category} for {audience}"
- "Never {unpleasant event} again"
- "{Question highlighting main pain point}"

**Subheadline**
- Expands on headline
- Adds specificity
- 1-2 sentences max

**Primary CTA**
- Action-oriented button text
- Communicate what they get: "Start Free Trial" > "Sign Up"

### 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]

## Voice and Tone

Before writing, establish:
- **Formality level**: Casual/conversational, Professional but friendly, Formal/enterprise
- **Brand personality**: Playful or serious? Bold or understated? Technical or accessible?

Maintain consistency, but adjust intensity: headlines can be bolder, body copy clearer, CTAs action-oriented.

## Related Skills

- **copy-editing**: For polishing existing copy
- **cro**: If page structure/strategy needs work
- **emails**: For email copywriting
- **popups**: For popup and modal copy
- **ab-testing**: To test copy variations