copywriting

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---
name: copywriting
description: >-
  Writes and edits short product and marketing copy, including landing pages,
  CTAs, onboarding strings, product descriptions, email subjects, UI state
  copy, brand voice charts, and AI-ism cleanup. Use when asked to "write
  copy", "fix the copy", "make this shorter", "improve the CTA", "rewrite
  from first principles", "remove AI-isms", "clean up AI writing", "flag AI
  patterns", "define our tone of voice", or "write a voice guide". For blog
  posts use the external ghostwriter skill with platform blog; for slide copy
  use presentation-creator; for docs use docs-writing; for product behavior
  decisions use product-design.
---

# Copywriting

- **IS:** short conversion copy (landing pages, hero, subheads, CTAs, product descriptions, onboarding strings, email subjects); product-state strings (destructive CTAs, error, success, empty, loading, permission copy); stripping AI writing tells from any copy.
- **IS NOT:** long-form articles, posts, or anything written as a person rather than a brand (use the external `ghostwriter` skill; `blog` for long-form), slide or deck copy (use `presentation-creator`), API/product/reference docs (use `docs-writing`), or deciding which action exists, its scope, consequence, reversibility, or reachable states (use `product-design`; this skill writes final wording once those are decided).

Two modes, auto-detected (do not ask):

- Copy exists or user pasted copy to fix: **Mode B (Edit)**.
- Nothing written yet, or user wants something new: **Mode A (Write)**.
- Genuinely ambiguous ("improve this", no copy in scope): ask one question, then commit.

## Reference files

| File | Read when |
|------|-----------|
| `references/frameworks.md` | Pick a framework (Write Step 4); audit against the nine frameworks (Edit Step 3) |
| `references/page-types.md` | Copy norms for a known page type (Write Step 4) |
| `references/word-lists.md` | Flag Tier 1/2/3 AI vocabulary (Edit Step 4) |
| `references/ai-patterns.md` | Flag structural, sentence-level, and drafting AI tells; P0/P1/P2 triage (Edit Step 4) |
| `references/sweeps.md` | Run the seven line-level sweeps, then the hyphenation pass (Edit Step 5) |
| `references/ui-states.md` | The copy is a product state or action label, not marketing (Write Step 4; Edit Step 6 before using `[STATE-COPY]`) |
| `references/voice-chart.md` | No usable voice file exists and the product needs one (Write Step 3; Edit Step 1) |

---

## Mode A: Writing new copy

```
Writing progress:
- [ ] Step 1: Gather context
- [ ] Step 2: State the brief, then write
- [ ] Step 3: Discover brand voice
- [ ] Step 4: Choose framework and load references
- [ ] Step 5: Write 2-3 alternatives
- [ ] Step 6: Recommend and explain
- [ ] Step 7: Verify every line before handing back
```

### Step 1: Gather context

Settle all four before writing, from the user or from the files. Where the files do not settle one, infer it and name the inference in Step 2; the failure mode is an invented audience or goal presented as fact.

1. **Page purpose.** The one action this page drives (sign up, book a demo, download).
2. **Audience.** The specific reader: job title, pain, what they've already tried.
3. **Product.** What it does; the concrete user outcome.
4. **Traffic source.** Where the reader comes from (cold ad, warm email, organic search, referral).

Traffic source sets temperature: cold needs more Why; warm can lead with How or What.

### Step 2: State the brief, then write

State the brief and keep going. Mark every field you inferred rather than were told, so the user can correct it against real copy instead of against a question:

```
Brief:
- Page: [page type]
- Goal: [single action]
- Reader: [specific audience]
- Core outcome: [what changes for the reader]
- Tone: [inferred from brand voice or user-stated]
- Traffic temperature: [cold / warm / hot]

Inferred (correct me): [fields you guessed]
```

Stop and ask before writing only when a wrong guess makes