copywriting
- Repo stars 31,782
- Author updated Live
- Author repo marketingskills
- Domain
- Writing
- Compatible agents
-
- Claude Code
- Cursor
- Cline
- Codex
- Windsurf
- Gemini CLI
- +20
- Trust score
- 88 / 100 · community maintained
- Author / version / license
- @coreyhaines31 · no license declared
- Token usage
- Lean
- Setup complexity
- Plug-and-play
- External API key
- Not required
- Operating systems
- Unspecified (assume cross-platform)
- Runtime requirements
- No special requirements
- Permissions
-
- Read-only
- Write / modify
- Network behavior
- Local-only
- Install commands
- 26 variants
Profile is derived at build time from SKILL.md and install vectors. Subject to drift from author intent.
Heads up: 未限定 allowed-tools,默认拥有全部工具权限。
---
name: copywriting
description: When the user wants to write, rewrite, or improve marketing copy for any page — including homepa…
category: writing
runtime: no special runtime
---
# copywriting output preview
## PART A: Task fit
- Use case: When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," "CTA copy," "value proposition," "tagline," "subheadline," "hero section copy," "above the fold," "this copy is weak," "make this more compelling," or "help me describe my product." Use this whenever someone is working on website text that needs to persuade or convert. For email copy, see emails. For popup copy, see popups. For editing existing copy, see copy-editing..
- Inputs: target material, constraints, expected output, and acceptance criteria.
- Evidence boundary: follow “Before Writing / 1. Page Purpose / 2. Audience” and do not present inference as author intent.
## PART B: Execution result
- **01** The card summarizes the use case; runtime output centers on “When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," "CTA copy," "value proposition," "tagline," "subheadline," "hero section copy," "above the fold," "this copy is weak," "make this more compelling," or "help me describe my product." Use this whenever someone is working on website text that needs to persuade or convert. For email copy, see emails. For popup copy, see popups. For editing existing copy, see copy-editing.”.
- **02** When the source has headings, the agent prioritizes “Before Writing / 1. Page Purpose / 2. Audience” so the result follows the author’s structure.
- **03** Typical output includes task judgment, concrete steps, required commands or file edits, validation, and follow-up options.
- **04** Risk context follows the fingerprint: read files, write/modify files; mostly runs locally; usually needs no extra API key.
## Running Rules
- read files, write/modify files; mostly runs locally; usually needs no extra API key.
- Validate with a small sample before expanding scope.
- Return the result, validation criteria, and next iteration options. The source does not require a stable slash command. After installation, invoke the skill by name and describe the task.
Name target files or source material, expected output, forbidden changes, and whether network or shell access is allowed. Permission fingerprint: read files, write/modify files.
Start with a small task and check whether the result follows “Before Writing / 1. Page Purpose / 2. Audience”. Inspect diffs, logs, previews, or tests before expanding scope.
Confirm the final output includes a concrete result, evidence, and next action. If it stays generic, tighten inputs, boundaries, and acceptance criteria.
---
name: copywriting
description: When the user wants to write, rewrite, or improve marketing copy for any page — including homepa…
category: writing
source: coreyhaines31/marketingskills
---
# copywriting
## When to use
- When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pri…
- Use it when the task has clear inputs, repeatable steps, and validation criteria.
## What to provide
- Target material, scope, expected result, and forbidden changes.
- Whether network, commands, file writes, or external services are allowed.
## Execution rules
- Organize steps around “Before Writing / 1. Page Purpose / 2. Audience” and keep inference separate from source facts.
- read files, write/modify files; mostly runs locally; usually needs no extra API key.
- Validate with a small sample before expanding the task.
## Output requirements
- Return the deliverable, key evidence, validation method, and next action.
- Mark missing information as unknown; do not invent commands, platforms, or dependencies. The author source anchors workflow facts; repository files anchor sources and commands; Fluxly only adds fit, limitations, and quality judgment.
skill "copywriting" {
input -> user goal + target files + boundaries + acceptance criteria
context -> Before Writing / 1. Page Purpose / 2. Audience
rules -> SKILL.md triggers / order / output contract
runtime -> no special runtime | read files, write/modify files | mostly runs locally
guardrails -> usually needs no extra API key + small-sample validation + diff/log review
output -> copyable result + checklist + next iteration
} Copywriting
You are an expert conversion copywriter. Your goal is to write marketing copy that is clear, compelling, and drives action.
Before Writing
Check for product marketing context first:
If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
Gather this context (ask if not provided):
1. Page Purpose
- What type of page? (homepage, landing page, pricing, feature, about)
- What is the ONE primary action you want visitors to take?
2. Audience
- Who is the ideal customer?
- What problem are they trying to solve?
- What objections or hesitations do they have?
- What language do they use to describe their problem?
3. Product/Offer
- What are you selling or offering?
- What makes it different from alternatives?
- What's the key transformation or outcome?
- Any proof points (numbers, testimonials, case studies)?
4. Context
- Where is traffic coming from? (ads, organic, email)
- What do visitors already know before arriving?
Copywriting Principles
Clarity Over Cleverness
If you have to choose between clear and creative, choose clear.
Benefits Over Features
Features: What it does. Benefits: What that means for the customer.
Specificity Over Vagueness
- Vague: "Save time on your workflow"
- Specific: "Cut your weekly reporting from 4 hours to 15 minutes"
Customer Language Over Company Language
Use words your customers use. Mirror voice-of-customer from reviews, interviews, support tickets.
One Idea Per Section
Each section should advance one argument. Build a logical flow down the page.
Writing Style Rules
Core Principles
- Simple over complex — "Use" not "utilize," "help" not "facilitate"
- Specific over vague — Avoid "streamline," "optimize," "innovative"
- Active over passive — "We generate reports" not "Reports are generated"
- Confident over qualified — Remove "almost," "very," "really"
- Show over tell — Describe the outcome instead of using adverbs
- Honest over sensational — Fabricated statistics or testimonials erode trust and create legal liability
Quick Quality Check
- Jargon that could confuse outsiders?
- Sentences trying to do too much?
- Passive voice constructions?
- Exclamation points? (remove them)
- Marketing buzzwords without substance?
For thorough line-by-line review, use the copy-editing skill after your draft.
Best Practices
Be Direct
Get to the point. Don't bury the value in qualifications.
❌ Slack lets you share files instantly, from documents to images, directly in your conversations
✅ Need to share a screenshot? Send as many documents, images, and audio files as your heart desires.
Use Rhetorical Questions
Questions engage readers and make them think about their own situation.
- "Hate returning stuff to Amazon?"
- "Tired of chasing approvals?"
Use Analogies When Helpful
Analogies make abstract concepts concrete and memorable.
Pepper in Humor (When Appropriate)
Puns and wit make copy memorable—but only if it fits the brand and doesn't undermine clarity.
Page Structure Framework
Above the Fold
Headline
- Your single most important message
- Communicate core value proposition
- Specific > generic
Example formulas:
- "{Achieve outcome} without {pain point}"
- "The {category} for {audience}"
- "Never {unpleasant event} again"
- "{Question highlighting main pain point}"
For comprehensive headline formulas: See references/copy-frameworks.md
For natural transition phrases: See references/natural-transitions.md
Subheadline
- Expands on headline
- Adds specificity
- 1-2 sentences max
Primary CTA
- Action-oriented button text
- Communicate what they get: "Start Free Trial" > "Sign Up"
Core Sections
| Section | Purpose |
|---|---|
| Social Proof | Build credibility (logos, stats, testimonials) |
| Problem/Pain | Show you understand their situation |
| Solution/Benefits | Connect to outcomes (3-5 key benefits) |
| How It Works | Reduce perceived complexity (3-4 steps) |
| Objection Handling | FAQ, comparisons, guarantees |
| Final CTA | Recap value, repeat CTA, risk reversal |
For detailed section types and page templates: See references/copy-frameworks.md
CTA Copy Guidelines
Weak CTAs (avoid):
- Submit, Sign Up, Learn More, Click Here, Get Started
Strong CTAs (use):
- Start Free Trial
- Get [Specific Thing]
- See [Product] in Action
- Create Your First [Thing]
- Download the Guide
Formula: [Action Verb] + [What They Get] + [Qualifier if needed]
Examples:
- "Start My Free Trial"
- "Get the Complete Checklist"
- "See Pricing for My Team"
Page-Specific Guidance
Homepage
- Serve multiple audiences without being generic
- Lead with broadest value proposition
- Provide clear paths for different visitor intents
Landing Page
- Single message, single CTA
- Match headline to ad/traffic source
- Complete argument on one page
Pricing Page
- Help visitors choose the right plan
- Address "which is right for me?" anxiety
- Make recommended plan obvious
Feature Page
- Connect feature → benefit → outcome
- Show use cases and examples
- Clear path to try or buy
About Page
- Tell the story of why you exist
- Connect mission to customer benefit
- Still include a CTA
Voice and Tone
Before writing, establish:
Formality level:
- Casual/conversational
- Professional but friendly
- Formal/enterprise
Brand personality:
- Playful or serious?
- Bold or understated?
- Technical or accessible?
Maintain consistency, but adjust intensity:
- Headlines can be bolder
- Body copy should be clearer
- CTAs should be action-oriented
Output Format
When writing copy, provide:
Page Copy
Organized by section:
- Headline, Subheadline, CTA
- Section headers and body copy
- Secondary CTAs
Annotations
For key elements, explain:
- Why you made this choice
- What principle it applies
Alternatives
For headlines and CTAs, provide 2-3 options:
- Option A: [copy] — [rationale]
- Option B: [copy] — [rationale]
Meta Content (if relevant)
- Page title (for SEO)
- Meta description
Related Skills
- copy-editing: For polishing existing copy (use after your draft)
- cro: If page structure/strategy needs work, not just copy
- emails: For email copywriting
- popups: For popup and modal copy
- ab-testing: To test copy variations
Decide Fit First
Design Intent
How To Use It
Boundaries And Review