copywriting

---
name: copywriting
description: Use when writing or rewriting marketing copy on a page — homepage, landing, pricing, features, about, or product — so the agent gathers audience and offer context before producing copy that converts.
source: https://github.com/coreyhaines31/marketingskills/tree/main/skills/copywriting
generated: 2026-05-25T04:08:18.226Z
category: concept
audience: marketing
---

## When to use

- Drafting hero, value prop, and CTA copy for a new landing page from scratch
- Rewriting a weak page where the user says copy is unclear, generic, or not converting
- Sharpening pricing, feature, or about copy so it persuades the right buyer
- Producing headline and subheadline variations to A/B test against a current page

## Key concepts

### One primary action per page

Every page targets exactly one action — sign up, book a demo, buy. Copy that fights itself by promoting two primary actions doesn't convert either.

### Audience language mining

The skill insists on capturing how the customer describes their problem in their own words. Copy that mirrors the user's vocabulary outperforms clever copy almost every time.

### Transformation over features

Lead with the outcome the buyer gets, then back it up with the feature that delivers it. 'Hours of life back per week' beats 'Smart filter engine.'

### Proof points tied to claims

Every persuasive claim should be paired with a number, testimonial, or case study within scroll distance. Unbacked claims read as marketing fluff.

### Context handshake

Like the rest of this pack, copywriting reads .agents/product-marketing.md (or the legacy paths) before asking discovery questions, so the agent doesn't re-collect known business context.

## API reference

```
npx skills add https://github.com/coreyhaines31/marketingskills --skill copywriting
```

Install the copywriting skill.

```
npx skills add https://github.com/coreyhaines31/marketingskills --skill copywriting
```

## Gotchas

- Don't write copy before you know the one primary action — the agent will produce hedging copy that converts neither path
- If the user can't describe the customer's exact words, ask for support tickets or sales-call notes before drafting
- Generic 'innovative, leading, scalable' adjectives are banned; replace them with a specific outcome or a number
- Above-the-fold copy fights for attention with imagery; if a hero image is loud, the headline must be louder, not quieter
- Email and popup copy use different patterns; route to the emails and popups skills for those surfaces

---
Generated by SkillMake from https://github.com/coreyhaines31/marketingskills/tree/main/skills/copywriting on 2026-05-25T04:08:18.226Z.
Verify against source before relying on details.

File: ~/.claude/skills/copywriting/SKILL.md