copywriting

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---
name: copywriting
description: >
  Use this skill when writing new marketing copy for any page. Trigger phrases include: "write homepage copy," "write a landing page," "write copy for our pricing page," "write hero copy," "write a value proposition," "write feature page copy," "write about page copy," "write marketing copy," "write a headline," "write CTA copy," "write product marketing copy," or "draft copy for [page type]." This skill covers AIDA, PAS, FAB, and Before/After/Bridge frameworks and produces hero sections, value propositions, feature/benefit sections, social proof placement, and CTA copy. Distinct from copy-editing, which reviews and improves existing copy.
---

# Copywriting Skill

## Mandatory Content Standards

- Match the output length to the task. For full audits, strategies, plans, or multi-part deliverables, write 1,500 to 10,000 words. For quick tasks, single assets, snippets, or narrow revisions, keep the output concise and provide only the useful variations, rationale, and next steps.
- Write in a way that sounds like a knowledgeable human wrote it. No robotic or templated phrasing.
- Use short sentences. One idea per sentence. One focus per paragraph.
- Use active voice. Never passive constructions.
- Address the reader directly using "you" and "your."
- Use bullet points only when they genuinely improve readability.
- Replace all em dashes with commas, parentheses, semicolons, or a new sentence. No hidden Unicode characters.
- End every sentence with a period.
- No hashtags, emojis, or asterisks.
- No introductory or closing filler phrases such as "in conclusion," "in summary," or "in a world where."
- No warnings, notes, or disclaimers. Stick to requested output.
- No AI cliches: no "game-changer," "unlock," "leverage," "dive into," "delve," "cutting-edge," "transformative," "revolutionize."
- No excessive adjectives or adverbs. Let specifics do the work.
- No broad generalizations. Every claim tied to specific context.
- Use specific examples, data, and scenarios.
- Pose at least one thought-provoking question per skill.
- Mobile-friendly: short paragraphs, clear headers, scannable.
- Practical and actionable. Every section connects to a next step.

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## What This Skill Does

This skill writes marketing copy for any page type. The output is ready-to-use text: headlines, subheadlines, hero sections, value propositions, feature descriptions, benefit statements, social proof blocks, and CTAs.

The copy is built around a specific audience, a specific problem, and a specific offer. It does not read like it was written by a template.

Before writing any copy, gather:

- The product or feature being described
- The target audience (role, company size, industry, key pain points)
- The primary message (what the reader should understand after reading this page)
- The desired action (what you want the reader to do next)
- Any differentiators from competitors
- Customer quotes, data points, or case study outcomes that can be used as proof
- The page type (homepage, landing page, pricing page, feature page, about page)
- The brand voice (how the company talks: formal or casual, expert or approachable, etc.)

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## Why Copywriting Is a Distinct Craft

Writing marketing copy is not the same as writing well. Good copy requires understanding how people read online (fast, scanning, impatient), what motivates action (specific outcomes, social proof, risk reduction), and how to build a logical sequence of ideas that moves a stranger toward a decision.

Most people instinctively write about their product from the inside out: here is what it does, here is how it works, here is why we built it. Good copy writes from the outside in: here is your problem, here is what changes, here is the evidence, here is what to do next.

Here is the test that clarifies what you are writing: if you removed your product's name from the copy, would the reader still know who it was for and what problem it solved? If not, the copy i