SKILL.md

Copywriting

Copy converts when it is clear, specific, and written in the customer's words. When clear and clever conflict, clear wins every time.

Workflow

Load context. Read .agents/product-marketing.md or .claude/product-marketing.md if either exists. Only ask for what it does not cover.
Confirm four inputs. Page type and the ONE action visitors should take. Audience: who, their problem, their objections, the words they use. Offer: what is sold, what makes it different, the key outcome, available proof. Traffic: where visitors come from and what they already know.
Draft above the fold. Headline carries the single most important message. Subheadline adds specificity in 1-2 sentences. Primary CTA states what they get: "Start Free Trial" beats "Sign Up". Read references/frameworks.md when you need headline formulas, section templates, or page-type structures.
Build the argument down the page. One idea per section, in order: social proof, problem, benefits (3-5, outcome-framed), how it works (3-4 steps), objection handling, final CTA with risk reversal.
Apply the style rules. Simple over complex ("use", not "utilize"). Specific over vague (cut "streamline", "optimize", "innovative"). Active over passive. Confident over qualified (cut "almost", "very", "really"). Honest over sensational: never invent stats or testimonials, that is a trust and legal problem.
Deliver in the output format. Copy organized by section. Annotations explaining key choices. 2-3 alternatives for headlines and CTAs, each with a one-line rationale. Page title and meta description if relevant.
Hand off to copy-editing for the polish pass once the draft stands.

Principles

Benefits over features: what it does matters less than what that means for the customer.
Customer language over company language: mirror reviews, interviews, and support tickets.
Rhetorical questions engage: "Tired of chasing approvals?"
CTA formula: action verb + what they get + qualifier if needed. "Get the Complete Checklist."

Verification

Do the 5-second test: show only the above-the-fold copy to someone (or simulate a cold visitor) and ask what the product does and why they should care. Expect a correct answer in one sentence. If they cannot answer, the headline is vague or clever, rewrite it outcome-first.

Then do the highlighter test: mark every sentence that is about the reader ("you", their problem, their outcome). Expect the majority of sentences marked. If most sentences are about the company, invert them.

Good vs Bad

Judgment call: direct vs buried value.

Bad: "Our innovative platform leverages cutting-edge technology to streamline your document workflows across the enterprise."

Good: "Need to share a screenshot? Send documents, images, and audio without leaving the conversation." Concrete, second person, one idea.

Footguns

Clever headlines that hide the product. Puns feel great and convert poorly. Fix: state the outcome first, add personality in the subheadline.
Writing for every audience at once. Copy for everyone resonates with no one. Fix: pick the primary audience, give secondary audiences a path, not a paragraph.
Skipping voice-of-customer. Copy written from the company's head uses company words. Fix: pull exact phrases from reviews and tickets, or run customer-research first.
Ten features, zero proof. Fix: cut to 3-5 benefits, attach one proof point each.

Completion Checklist

[ ] Context file read, four inputs confirmed
[ ] One primary action per page, CTA states what they get
[ ] 5-second test and highlighter test passed
[ ] Alternatives with rationale provided for headline and CTA
[ ] No invented stats, quotes, or testimonials

Any box unchecked: not done. Fix or say so.

copywriting