copywriting

{
  "skill_name": "copywriting",
  "evals": [
    {
      "id": 1,
      "prompt": "Write homepage copy for a SaaS tool that automates employee onboarding. Target audience is HR directors at mid-size companies (200-2000 employees). Main differentiator is that it integrates with all major HRIS systems and cuts onboarding time from 2 weeks to 2 days.",
      "expected_output": "Should check for product-marketing.md first. Should write full page copy organized by section: Headline, Subheadline, CTA (above the fold), then Social Proof, Problem/Pain, Solution/Benefits, How It Works, Objection Handling, and Final CTA. Should follow copywriting principles: clarity over cleverness, benefits over features, specificity (use the '2 weeks to 2 days' stat), customer language. Headline should communicate core value proposition. CTAs should be action-oriented ('Start Free Trial' not 'Submit'). Should provide 2-3 headline alternatives with rationale. Should include annotations explaining key copy choices. Should include meta content (SEO page title and meta description).",
      "assertions": [
        "Checks for product-marketing.md",
        "Writes full page copy organized by section",
        "Includes Headline, Subheadline, and CTA above the fold",
        "Includes Social Proof, Problem/Pain, Solution/Benefits, How It Works sections",
        "Uses the '2 weeks to 2 days' specificity in copy",
        "CTAs are action-oriented, not generic",
        "Provides 2-3 headline alternatives with rationale",
        "Includes annotations explaining copy choices",
        "Includes meta content (SEO title and meta description)"
      ],
      "files": []
    },
    {
      "id": 2,
      "prompt": "Rewrite this headline: 'An Innovative AI-Powered Platform for Streamlined Business Operations' — it's for a B2B SaaS tool that helps small businesses manage invoicing and payments.",
      "expected_output": "Should identify problems: jargon ('innovative,' 'AI-powered,' 'streamlined,' 'business operations'), too vague, company language not customer language. Should apply copywriting principles — specificity over vagueness, benefits over features, customer language over company language. Should provide 2-3 alternative headlines using formulas like '{Achieve outcome} without {pain point}' or 'The {category} for {audience}'. Each alternative should include rationale. Should also suggest a subheadline that adds specificity.",
      "assertions": [
        "Identifies jargon in original headline",
        "Identifies vagueness as a problem",
        "Identifies company language vs customer language issue",
        "Provides 2-3 alternative headlines",
        "Alternatives use headline formulas from the skill",
        "Each alternative includes rationale",
        "Suggests a subheadline"
      ],
      "files": []
    },
    {
      "id": 3,
      "prompt": "i need copy for my pricing page. we have three plans: starter ($29/mo), pro ($79/mo), business ($199/mo). it's a social media scheduling tool for marketers",
      "expected_output": "Should trigger on the casual phrasing. Should ask or infer audience context. Should apply Pricing Page guidance: help visitors choose the right plan, address 'which is right for me?' anxiety, make recommended plan obvious. Should write plan names, descriptions, feature lists with benefit-oriented copy (not just feature names). Should include a page headline that addresses the pricing decision. CTAs should be specific per plan. Should handle objection handling (FAQ copy). Should provide alternatives for key elements.",
      "assertions": [
        "Triggers on casual phrasing",
        "Applies Pricing Page guidance",
        "Addresses 'which plan is right for me' anxiety",
        "Makes recommended plan obvious",
        "Writes benefit-oriented feature copy, not just feature names",
        "Includes page headline",
        "CTAs are specific per plan",
        "Includes FAQ or objection handling copy",
        "Provides alternatives for key elements"
      ],
      "files": []
    },
    {
      "id": 4,
      "prompt": "Write copy for our About page. We're a 3-person startup that built a developer tool for database migrations. Founded because we kept losing data during migrations at our last jobs. Tone should be professional but human.",
      "expected_output": "Should apply About Page guidance: tell the story of why you exist, connect mission to customer benefit, still include a CTA. Should adapt voice and tone to 'professional but human' as specified. Should tell the founder origin story authentically. Should connect the personal pain to the customer's pain. Should include a CTA even on the About page. Copy should follow style rules: active voice, confident, specific. Should NOT be overly corporate or generic.",
      "assertions": [
        "Applies About Page guidance",
        "Tells the story of why the company exists",
        "Connects mission to customer benefit",
        "Includes a CTA",
        "Adapts tone to professional but human",
        "Uses the founder origin story",
        "Connects personal pain to customer pain",
        "Uses active voice",
        "Avoids corporate jargon"
      ],
      "files": []
    },
    {
      "id": 5,
      "prompt": "Can you improve this CTA? We currently have 'Learn More' on our feature page for our analytics dashboard product.",
      "expected_output": "Should immediately identify 'Learn More' as a weak CTA per the guidelines. Should apply the CTA formula: [Action Verb] + [What They Get] + [Qualifier]. Should provide 2-3 strong alternatives like 'See the Dashboard in Action,' 'Start Your Free Trial,' or 'Explore Analytics Features.' Each alternative should include rationale and context for when it works best. Should also consider CTA hierarchy — whether this is a primary or secondary CTA, and suggest complementary CTAs if relevant.",
      "assertions": [
        "Identifies 'Learn More' as a weak CTA",
        "Applies the CTA formula from the skill",
        "Provides 2-3 strong alternatives",
        "Each alternative includes rationale",
        "Considers CTA hierarchy (primary vs secondary)",
        "Suggests complementary CTAs"
      ],
      "files": []
    },
    {
      "id": 6,
      "prompt": "Write me a 5-email welcome sequence for new trial users of our project management tool.",
      "expected_output": "Should recognize this is an email copywriting task, not page copywriting. Should defer to or cross-reference the emails skill, which specifically handles email sequences, drip campaigns, and lifecycle emails. May provide brief general guidance but should make clear that emails is the right skill for this task.",
      "assertions": [
        "Recognizes this as email sequence work",
        "References or defers to emails skill",
        "Does not attempt to write a full email sequence using page copywriting patterns"
      ],
      "files": []
    },
    {
      "id": 7,
      "prompt": "Review this copy and tell me what's wrong: 'We are extremely excited to announce our revolutionary, cutting-edge platform that will totally transform how businesses optimize their workflows! Sign up now!!'",
      "expected_output": "Should apply the Quick Quality Check. Should identify: exclamation points (remove them), marketing buzzwords without substance ('revolutionary,' 'cutting-edge,' 'totally transform,' 'optimize'), passive/weak constructions ('we are excited to announce'), vague language ('workflows'). Should apply writing style rules: simple over complex, specific over vague, confident over qualified, show over tell. Should rewrite the copy following these principles. Should provide 2-3 alternatives.",
      "assertions": [
        "Identifies exclamation point overuse",
        "Identifies marketing buzzwords without substance",
        "Identifies vague language",
        "Applies writing style rules",
        "Rewrites the copy following principles",
        "Provides alternatives",
        "Result is specific, clear, and jargon-free"
      ],
      "files": []
    },
    {
      "id": 8,
      "prompt": "Write above-the-fold copy for a calendar scheduling tool. Our differentiator is that the recipient gets to overlay their own calendar on the invite, so picking a time feels fair to both people instead of one-sided. Same product needs to work for indie founders AND for enterprise ops teams.",
      "expected_output": "Should structure the hero using the Human Action Model transformation spine: current discomfort (the awkwardness of sending a one-sided scheduling link), better vision (scheduling that feels considerate to both people), and path to action (the overlay mechanic + a specific CTA). Should run headline candidates through the 'Now you can' test and prefer lines that are compelling and true. Should reference or echo the SavvyCal awkward-link insight ('You shouldn't have to feel awkward sending out your scheduling link') as the message-market-fit model. Should surface the Perception Gap: the same benefit reads differently by risk tolerance, so it should provide a value-prop swap — a founder-facing framing (speed, no sales calls) and an enterprise-facing framing (security, SLAs, reliability) rather than one averaged, mushy message. Should favor clarity over cleverness and provide 2-3 headline alternatives with rationale.",
      "assertions": [
        "Structures the hero as discomfort -> vision -> path (Human Action Model)",
        "Applies the 'Now you can' test to headline candidates",
        "References the SavvyCal awkward-link message-market-fit insight",
        "Surfaces the Perception Gap between segments",
        "Provides a value-prop swap: founder framing vs enterprise framing",
        "Favors clarity over cleverness",
        "Provides 2-3 headline alternatives with rationale"
      ],
      "files": []
    }
  ]
}

# Copy Frameworks Reference

Headline formulas, page section types, and structural templates.

## Contents
- Headline Formulas (outcome-focused, problem-focused, audience-focused, differentiation-focused, proof-focused, additional formulas)
- Landing Page Section Types (core sections, supporting sections)
- Page Structure Templates (feature-heavy page, varied engaging page, compact landing page, enterprise/B2B landing page, product launch page)
- Section Writing Tips (problem section, benefits section, how it works section, testimonial selection)
- Clarity & Message-Market Fit (the "Now you can" test, Human Action Model, the Perception Gap, the SavvyCal case, clarity metrics)

## Headline Formulas

### Outcome-Focused

**{Achieve desirable outcome} without {pain point}**
> Understand how users are really experiencing your site without drowning in numbers

**{Achieve desirable outcome} by {how product makes it possible}**
> Generate more leads by seeing which companies visit your site

**Turn {input} into {outcome}**
> Turn your hard-earned sales into repeat customers

**[Achieve outcome] in [timeframe]**
> Get your tax refund in 10 days

---

### Problem-Focused

**Never {unpleasant event} again**
> Never miss a sales opportunity again

**{Question highlighting the main pain point}**
> Hate returning stuff to Amazon?

**Stop [pain]. Start [pleasure].**
> Stop chasing invoices. Start getting paid on time.

---

### Audience-Focused

**{Key feature/product type} for {target audience}**
> Advanced analytics for Shopify e-commerce

**{Key feature/product type} for {target audience} to {what it's used for}**
> An online whiteboard for teams to ideate and brainstorm together

**You don't have to {skills or resources} to {achieve desirable outcome}**
> With Ahrefs, you don't have to be an SEO pro to rank higher and get more traffic

---

### Differentiation-Focused

**The {opposite of usual process} way to {achieve desirable outcome}**
> The easiest way to turn your passion into income

**The [category] that [key differentiator]**
> The CRM that updates itself

---

### Proof-Focused

**[Number] [people] use [product] to [outcome]**
> 50,000 marketers use Drip to send better emails

**{Key benefit of your product}**
> Sound clear in online meetings

---

### Additional Formulas

**The simple way to {outcome}**
> The simple way to track your time

**Finally, {category} that {benefit}**
> Finally, accounting software that doesn't suck

**{Outcome} without {common pain}**
> Build your website without writing code

**Get {benefit} from your {thing}**
> Get more revenue from your existing traffic

**{Action verb} your {thing} like {admirable example}**
> Market your SaaS like a Fortune 500

**What if you could {desirable outcome}?**
> What if you could close deals 30% faster?

**Everything you need to {outcome}**
> Everything you need to launch your course

**The {adjective} {category} built for {audience}**
> The lightweight CRM built for startups

---

## Landing Page Section Types

### Core Sections

**Hero (Above the Fold)**
- Headline + subheadline
- Primary CTA
- Supporting visual (product screenshot, hero image)
- Optional: Social proof bar

**Social Proof Bar**
- Customer logos (recognizable > many)
- Key metric ("10,000+ teams")
- Star rating with review count
- Short testimonial snippet

**Problem/Pain Section**
- Articulate their problem better than they can
- Create recognition ("that's exactly my situation")
- Hint at cost of not solving it

**Solution/Benefits Section**
- Bridge from problem to your solution
- 3-5 key benefits (not 10)
- Each: headline + explanation + proof if available

**How It Works**
- 3-4 numbered steps
- Reduces perceived complexity
- Each step: action + outcome

**Final CTA Section**
- Recap value proposition
- Repeat primary CTA
- Risk reversal (guarantee, free trial)

---

### Supporting Sections

**Testimonials**
- Full quotes with names, roles, companies
- Photos when possible
- Specific results over vague praise
- Formats: quote cards, video, tweet embeds

**Case Studies**
- Problem → Solution → Results
- Specific metrics and outcomes
- Customer name and context
- Can be snippets with "Read more" links

**Use Cases**
- Different ways product is used
- Helps visitors self-identify
- "For marketers who need X" format

**Personas / "Built For" Sections**
- Explicitly call out target audience
- "Perfect for [role]" blocks
- Addresses "Is this for me?" question

**FAQ Section**
- Address common objections
- Good for SEO
- Reduces support burden
- 5-10 most common questions

**Comparison Section**
- vs. competitors (name them or don't)
- vs. status quo (spreadsheets, manual processes)
- Tables or side-by-side format

**Integrations / Partners**
- Logos of tools you connect with
- "Works with your stack" messaging
- Builds credibility

**Founder Story / Manifesto**
- Why you built this
- What you believe
- Emotional connection
- Differentiates from faceless competitors

**Demo / Product Tour**
- Interactive demos
- Video walkthroughs
- GIF previews
- Shows product in action

**Pricing Preview**
- Teaser even on non-pricing pages
- Starting price or "from $X/mo"
- Moves decision-makers forward

**Guarantee / Risk Reversal**
- Money-back guarantee
- Free trial terms
- "Cancel anytime"
- Reduces friction

**Stats Section**
- Key metrics that build credibility
- "10,000+ customers"
- "4.9/5 rating"
- "$2M saved for customers"

---

## Page Structure Templates

### Feature-Heavy Page (Weak)

```
1. Hero
2. Feature 1
3. Feature 2
4. Feature 3
5. Feature 4
6. CTA
```

This is a list, not a persuasive narrative.

---

### Varied, Engaging Page (Strong)

```
1. Hero with clear value prop
2. Social proof bar (logos or stats)
3. Problem/pain section
4. How it works (3 steps)
5. Key benefits (2-3, not 10)
6. Testimonial
7. Use cases or personas
8. Comparison to alternatives
9. Case study snippet
10. FAQ
11. Final CTA with guarantee
```

This tells a story and addresses objections.

---

### Compact Landing Page

```
1. Hero (headline, subhead, CTA, image)
2. Social proof bar
3. 3 key benefits with icons
4. Testimonial
5. How it works (3 steps)
6. Final CTA with guarantee
```

Good for ad landing pages where brevity matters.

---

### Enterprise/B2B Landing Page

```
1. Hero (outcome-focused headline)
2. Logo bar (recognizable companies)
3. Problem section (business pain)
4. Solution overview
5. Use cases by role/department
6. Security/compliance section
7. Integration logos
8. Case study with metrics
9. ROI/value section
10. Contact/demo CTA
```

Addresses enterprise buyer concerns.

---

### Product Launch Page

```
1. Hero with launch announcement
2. Video demo or walkthrough
3. Feature highlights (3-5)
4. Before/after comparison
5. Early testimonials
6. Launch pricing or early access offer
7. CTA with urgency
```

Good for ProductHunt, launches, or announcements.

---

## Section Writing Tips

### Problem Section

Start with phrases like:
- "You know the feeling..."
- "If you're like most [role]..."
- "Every day, [audience] struggles with..."
- "We've all been there..."

Then describe:
- The specific frustration
- The time/money wasted
- The impact on their work/life

### Benefits Section

For each benefit, include:
- **Headline**: The outcome they get
- **Body**: How it works (1-2 sentences)
- **Proof**: Number, testimonial, or example (optional)

### How It Works Section

Each step should be:
- **Numbered**: Creates sense of progress
- **Simple verb**: "Connect," "Set up," "Get"
- **Outcome-oriented**: What they get from this step

Example:
1. Connect your tools (takes 2 minutes)
2. Set your preferences
3. Get automated reports every Monday

### Testimonial Selection

Best testimonials include:
- Specific results ("increased conversions by 32%")
- Before/after context ("We used to spend hours...")
- Role + company for credibility
- Something quotable and specific

Avoid testimonials that just say:
- "Great product!"
- "Love it!"
- "Easy to use!"

---

## Clarity & Message-Market Fit

Headline formulas give you the shape of a line. These tools tell you whether the line is actually *working* — whether it's clear, whether it maps to how the reader already thinks, and whether it lands with the right person. Positioning is the prologue to your novel: it sets up everything that follows. Get it clear and the rest of the page writes itself.

### The "Now you can" Test

A fast gut-check for any headline or benefit line. Mentally prefix it with **"Now you can…"**. If the result is both **compelling** and **true**, the line is doing its job. If it reads as vague, obvious, or a stretch, rewrite it.

The test works because "Now you can…" forces the copy into the reader's world — it has to name a concrete new ability they didn't have before. Feature-speak and buzzwords collapse under it.

| Original line | "Now you can…" version | Verdict |
|---------------|------------------------|---------|
| "Powerful analytics platform" | Now you can… have a powerful analytics platform | Fails — not a new ability, just a description |
| "See which companies visit your site" | Now you can… see which companies visit your site | Works — compelling + true |
| "Streamline your workflow" | Now you can… streamline your workflow | Fails — vague, unfalsifiable |
| "Send unlimited docs, images, and audio in one place" | Now you can… send unlimited docs, images, and audio in one place | Works — concrete + true |

Use it as a filter, not a formula: draft with the headline formulas above, then run each candidate through "Now you can…" and keep the survivors.

### The Human Action Model (landing-page narrative spine)

Ludwig von Mises' Human Action Model explains *why* anyone acts: a person acts only when three things line up. Every above-the-fold that converts follows the same three-beat spine:

1. **Current discomfort** — the felt problem, named in the reader's own words. They have to recognize their situation ("that's exactly me").
2. **Better vision** — a clearly imagined, more satisfying state. What life looks like once the discomfort is gone.
3. **Path to action** — the belief that *this specific step* closes the gap between the two. The product is the bridge, and the CTA is how they cross it.

Miss any beat and the reader stalls. No discomfort = no reason to move. No vision = no destination. No path = no reason to believe *you're* the way there.

**Mapping it onto the hero:**

| Beat | Where it usually lives | Example |
|------|------------------------|---------|
| Current discomfort | Eyebrow, subhead, or problem-framed headline | "You shouldn't have to feel awkward sending out your scheduling link" |
| Better vision | Headline or subhead | "Scheduling that feels considerate, not one-sided" |
| Path to action | CTA + supporting proof | "Start scheduling free" |

This is the transformation spine underneath the "6 essential sections" of a landing page — hero, social proof, problem, solution, how-it-works, and final CTA. The hero states the transformation; the rest of the page substantiates each beat.

### The Perception Gap

The same benefit can read as a **selling point to one segment and a red flag to another**. The gap is between what *you* think you're saying and what a given reader hears through their own risk tolerance.

The fix isn't softer copy — it's **matching the value prop to the reader's risk tolerance**. Segment first, then swap the framing.

| Benefit as written | Startup / early-adopter hears | Enterprise / risk-averse hears |
|--------------------|-------------------------------|--------------------------------|
| "Move fast — ship in a weekend" | Speed, momentum (✅) | Immature, unstable (🚩) |
| "Brand-new approach" | Innovative edge (✅) | Unproven, risky (🚩) |
| "Enterprise-grade security & SLAs" | Bloated, slow, expensive (🚩) | Safe, trustworthy (✅) |
| "Trusted by the Fortune 500" | Not built for me (🚩) | Proven, de-risked (✅) |

**Value-prop swap in practice** — same product, two audiences:

- *Startup landing page:* "Ship your first integration this afternoon. No sales calls, no procurement." 
- *Enterprise landing page:* "SOC 2 Type II, 99.99% uptime SLA, and a named implementation lead. Roll out with confidence."

When a page has to serve both, don't average them into mush — segment the traffic (separate pages, or a persona split) and let each read its own version of the truth.

### Worked Example — SavvyCal (message-market fit)

SavvyCal (a scheduling tool) originally led with feature-forward copy. They rewrote the hero around a single felt discomfort:

> **"You shouldn't have to feel awkward sending out your scheduling link."**

That one line **roughly tripled (3×) conversions**. It works because it hits all three beats of the Human Action Model at once:

- **Discomfort:** the small social awkwardness of "here's my link, pick a time" — named exactly as users feel it.
- **Vision:** scheduling that feels considerate to *both* people.
- **Path:** SavvyCal's overlay-your-calendar mechanic is the bridge, so the CTA feels like the obvious next step.

The lesson: message-market fit beats feature lists. The winning line wasn't cleverer — it named a real feeling the reader hadn't heard a scheduling tool acknowledge before. Run your own hero through "Now you can…" and the Human Action Model to find that line.

### Clarity Beats Cleverness (the metrics)

When teams measure it, clarity — not wit — is what moves the numbers. Clearer positioning and copy is associated with:

- **+81% conversions**
- **−38% sales cycle** (shorter time to close)
- **−28% CAC** (lower customer acquisition cost)
- **+175% referrals**

The mechanism: clear copy lets the *right* buyer self-qualify fast and the wrong one bounce early, so every downstream metric improves. Clever copy that requires decoding does the opposite — it adds a comprehension tax at the exact moment attention is scarcest.

**Practical rule:** if a reader has to pause to figure out what you mean, you've already lost. When forced to choose between a clever line and a clear one, ship the clear one — then use the tests above ("Now you can…", the Human Action Model, the Perception Gap) to make the clear line compelling too.

# Natural Transitions

Transitional phrases to guide readers through your content. Good signposting improves readability, user engagement, and helps search engines understand content structure.

Adapted from: University of Manchester Academic Phrasebank (2023), Plain English Campaign, web content best practices

---

## Contents
- Previewing Content Structure
- Introducing a New Topic
- Referring Back
- Moving Between Sections
- Indicating Addition
- Indicating Contrast
- Indicating Similarity
- Indicating Cause and Effect
- Giving Examples
- Emphasising Key Points
- Providing Evidence (neutral attribution, expert quotes, supporting claims)
- Summarising Sections
- Concluding Content
- Question-Based Transitions
- List Introductions
- Hedging Language
- Best Practice Guidelines
- Transitions to Avoid (AI Tells)

## Previewing Content Structure

Use to orient readers and set expectations:

- Here's what we'll cover...
- This guide walks you through...
- Below, you'll find...
- We'll start with X, then move to Y...
- First, let's look at...
- Let's break this down step by step.
- The sections below explain...

---

## Introducing a New Topic

- When it comes to X,...
- Regarding X,...
- Speaking of X,...
- Now let's talk about X.
- Another key factor is...
- X is worth exploring because...

---

## Referring Back

Use to connect ideas and reinforce key points:

- As mentioned earlier,...
- As we covered above,...
- Remember when we discussed X?
- Building on that point,...
- Going back to X,...
- Earlier, we explained that...

---

## Moving Between Sections

- Now let's look at...
- Next up:...
- Moving on to...
- With that covered, let's turn to...
- Now that you understand X, here's Y.
- That brings us to...

---

## Indicating Addition

- Also,...
- Plus,...
- On top of that,...
- What's more,...
- Another benefit is...
- Beyond that,...
- In addition,...
- There's also...

**Note:** Use "moreover" and "furthermore" sparingly. They can sound AI-generated when overused.

---

## Indicating Contrast

- However,...
- But,...
- That said,...
- On the flip side,...
- In contrast,...
- Unlike X, Y...
- While X is true, Y...
- Despite this,...

---

## Indicating Similarity

- Similarly,...
- Likewise,...
- In the same way,...
- Just like X, Y also...
- This mirrors...
- The same applies to...

---

## Indicating Cause and Effect

- So,...
- This means...
- As a result,...
- That's why...
- Because of this,...
- This leads to...
- The outcome?...
- Here's what happens:...

---

## Giving Examples

- For example,...
- For instance,...
- Here's an example:...
- Take X, for instance.
- Consider this:...
- A good example is...
- To illustrate,...
- Like when...
- Say you want to...

---

## Emphasising Key Points

- Here's the key takeaway:...
- The important thing is...
- What matters most is...
- Don't miss this:...
- Pay attention to...
- This is critical:...
- The bottom line?...

---

## Providing Evidence

Use when citing sources, data, or expert opinions:

### Neutral attribution
- According to [Source],...
- [Source] reports that...
- Research shows that...
- Data from [Source] indicates...
- A study by [Source] found...

### Expert quotes
- As [Expert] puts it,...
- [Expert] explains,...
- In the words of [Expert],...
- [Expert] notes that...

### Supporting claims
- This is backed by...
- Evidence suggests...
- The numbers confirm...
- This aligns with findings from...

---

## Summarising Sections

- To recap,...
- Here's the short version:...
- In short,...
- The takeaway?...
- So what does this mean?...
- Let's pull this together:...
- Quick summary:...

---

## Concluding Content

- Wrapping up,...
- The bottom line is...
- Here's what to do next:...
- To sum up,...
- Final thoughts:...
- Ready to get started?...
- Now it's your turn.

**Note:** Avoid "In conclusion" at the start of a paragraph. It's overused and signals AI writing.

---

## Question-Based Transitions

Useful for conversational tone and featured snippet optimization:

- So what does this mean for you?
- But why does this matter?
- How do you actually do this?
- What's the catch?
- Sound complicated? It's not.
- Wondering where to start?
- Still not sure? Here's the breakdown.

---

## List Introductions

For numbered lists and step-by-step content:

- Here's how to do it:
- Follow these steps:
- The process is straightforward:
- Here's what you need to know:
- Key things to consider:
- The main factors are:

---

## Hedging Language

For claims that need qualification or aren't absolute:

- may, might, could
- tends to, generally
- often, usually, typically
- in most cases
- it appears that
- evidence suggests
- this can help
- many experts believe

---

## Best Practice Guidelines

1. **Match tone to audience**: B2B content can be slightly more formal; B2C often benefits from conversational transitions
2. **Vary your transitions**: Repeating the same phrase gets noticed (and not in a good way)
3. **Don't over-signpost**: Trust your reader; every sentence doesn't need a transition
4. **Use for scannability**: Transitions at paragraph starts help skimmers navigate
5. **Keep it natural**: Read aloud; if it sounds forced, simplify
6. **Front-load key info**: Put the important word or phrase early in the transition

---

## Transitions to Avoid (AI Tells)

These phrases are overused in AI-generated content:

- "That being said,..."
- "It's worth noting that..."
- "At its core,..."
- "In today's digital landscape,..."
- "When it comes to the realm of..."
- "This begs the question..."
- "Let's delve into..."

See the seo-audit skill's `references/ai-writing-detection.md` for a complete list of AI writing tells.

---
name: copywriting
description: When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," "CTA copy," "value proposition," "tagline," "subheadline," "hero section copy," "above the fold," "this copy is weak," "make this more compelling," or "help me describe my product." Use this whenever someone is working on website text that needs to persuade or convert. For email copy, see emails. For popup copy, see popups. For editing existing copy, see copy-editing. For the offer underneath the copy (bonuses, guarantees, value framing), see offers.
metadata:
  version: 2.0.2
---

# Copywriting

You are an expert conversion copywriter. Your goal is to write marketing copy that is clear, compelling, and drives action.

## Before Writing

**Check for product marketing context first:**
If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

### 1. Page Purpose
- What type of page? (homepage, landing page, pricing, feature, about)
- 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?

---

## Copywriting Principles

### Clarity Over Cleverness
If you have to choose between clear and creative, choose clear. Clarity is not just tidier — it converts: clearer positioning and copy is associated with +81% conversions, a 38% shorter sales cycle, 28% lower CAC, and 175% more referrals. When a reader has to decode your line, you've lost them.

**For message-market fit tools** — the "Now you can" test, the Human Action Model (discomfort → vision → path), the Perception Gap, and the clarity metrics: See [references/copy-frameworks.md](references/copy-frameworks.md#clarity--message-market-fit)

### 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.

---

## Writing Style Rules

### Core Principles

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 or testimonials erode trust and create legal liability

### Quick Quality Check

- Jargon that could confuse outsiders?
- Sentences trying to do too much?
- Passive voice constructions?
- Exclamation points? (remove them)
- Marketing buzzwords without substance?

For thorough line-by-line review, use the **copy-editing** skill after your draft.

---

## Best Practices

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

❌ Slack lets you share files instantly, from documents to images, directly in your conversations

✅ Need to share a screenshot? Send as many documents, images, and audio files as your heart desires.

### Use Rhetorical Questions
Questions engage readers and make them think about their own situation.
- "Hate returning stuff to Amazon?"
- "Tired of chasing approvals?"

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

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

---

## Page Structure Framework

### Above the Fold

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

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

**For comprehensive headline formulas**: See [references/copy-frameworks.md](references/copy-frameworks.md)

**Structure the hero as a transformation** — current discomfort → better vision → path to action (the Human Action Model), then run every headline through the "Now you can" test. See [references/copy-frameworks.md](references/copy-frameworks.md#clarity--message-market-fit)

**For natural transition phrases**: See [references/natural-transitions.md](references/natural-transitions.md)

**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 |

**For detailed section types and page templates**: See [references/copy-frameworks.md](references/copy-frameworks.md)

---

## 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]

Examples:
- "Start My Free Trial"
- "Get the Complete Checklist"
- "See Pricing for My Team"

---

## 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

---

## 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 should be clearer
- CTAs should be action-oriented

---

## Output Format

When writing copy, provide:

### Page Copy
Organized by section:
- Headline, Subheadline, CTA
- Section headers and body copy
- Secondary CTAs

### Annotations
For key elements, explain:
- Why you made this choice
- What principle it applies

### Alternatives
For headlines and CTAs, provide 2-3 options:
- Option A: [copy] — [rationale]
- Option B: [copy] — [rationale]

### Meta Content (if relevant)
- Page title (for SEO)
- Meta description

---

## Related Skills

- **copy-editing**: For polishing existing copy (use after your draft)
- **cro**: If page structure/strategy needs work, not just copy
- **emails**: For email copywriting
- **popups**: For popup and modal copy
- **ab-testing**: To test copy variations