copywriting

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---
name: copywriting
description: >
  Write persuasive marketing copy for homepages, landing, pricing, feature, and
  product pages using headline formulas, CTA frameworks, and objection handling.
  Use when writing page copy, improving headlines, crafting CTAs, or conversion
  copy.
license: MIT
metadata:
  version: 1.0.0
  author: borghei
  category: marketing
  domain: copywriting
  updated: 2026-03-09
---
# Copywriting

Conversion-focused marketing copy that is clear, compelling, and drives action across every page type.

---

## Table of Contents

- [Keywords](#keywords)
- [Quick Start](#quick-start)
- [Core Principles](#core-principles)
- [Copywriting Frameworks](#copywriting-frameworks)
- [Page Structure by Type](#page-structure-by-type)
- [Headline Formula Library](#headline-formula-library)
- [CTA Framework](#cta-framework)
- [Objection Handling in Copy](#objection-handling-in-copy)
- [Voice and Tone Calibration](#voice-and-tone-calibration)
- [Best Practices](#best-practices)
- [Integration Points](#integration-points)

---

## Keywords

copywriting, marketing copy, conversion copy, headline writing, CTA copy, landing page copy, homepage copy, pricing page copy, feature page copy, persuasive writing, value proposition, benefit-driven copy, sales copy, page copy, web copy, product copy, SaaS copy, PAS framework, AIDA framework, BAB framework, objection handling

---

## Clarify First

Before writing the copy, confirm these inputs. If any is unknown or vague, ASK — do not assume:

- [ ] **Page type** — homepage, landing, pricing, feature, or product page (selects the page structure template)
- [ ] **Desired action / CTA goal** — the single action the page drives (write the CTA first; everything leads to it)
- [ ] **Target audience & awareness level** — who they are and what they know (selects the framework PAS/AIDA/BAB and CTA friction)
- [ ] **Core value prop / differentiator** — the one benefit to lead with (drives the headline and hero)

Stop rule: ask only the 2-3 that most change the output. If the user says "just draft it," proceed and list your assumptions at the top of the artifact.

## Quick Start

### Write Page Copy

1. Define the page purpose, target audience, and desired action
2. Select the appropriate page structure template
3. Write the headline using a formula from the library (generate 5 options)
4. Write each section following the structure framework
5. Add social proof, objection handling, and CTA
6. Review against the quality checklist

### Improve Existing Copy

1. Identify the page goal and target audience
2. Audit headline for specificity and benefit clarity
3. Check every feature for a corresponding benefit ("which means...")
4. Verify social proof is specific and attributed
5. Evaluate CTA for action orientation and friction level
6. Test: Would a first-time visitor understand the value in 5 seconds?

---

## Core Principles

### 1. Clarity Over Cleverness

If you have to choose between clear and creative, choose clear. A confused reader does not convert.

### 2. Benefits Over Features

Features describe what it does. Benefits describe what it means for the customer.

| Feature | Benefit |
|---------|---------|
| "Real-time analytics dashboard" | "See exactly what's working right now — no waiting for reports" |
| "AI-powered recommendations" | "Get suggestions that actually match your data, not generic advice" |
| "99.99% uptime SLA" | "Your customers never see a down page" |
| "SOC 2 Type II certified" | "Pass your enterprise security review without the 6-month scramble" |

### 3. Specificity Over Vagueness

- Vague: "Save time on your workflow"
- Specific: "Cut your weekly reporting from 4 hours to 15 minutes"
- Vague: "Trusted by thousands"
- Specific: "Used by 2,847 teams including Stripe, Notion, and Linear"

### 4. Customer Language Over Company Language

Mirror the words your customers use. Pull language from reviews, support tickets, sales calls, and interviews.

### 5. One Idea Per S