copywriting

name	copywriting
description	Write clear, credible, conversion-focused copy for landing pages, emails and public pages. In this project, apply `zen-content-voice` first and never fabricate claims.
risk	low
source	community-adapted
updated	2026-05-30

Copywriting

Purpose

Produce clear, credible and action-oriented marketing copy that aligns with user intent, business goals and the Zen Eyer public voice.

This skill exists to prevent:

• writing before understanding the audience;
• vague or hype-driven messaging;
• misaligned CTAs;
• overclaiming or fabricated proof;
• untestable copy;
• generic funnel language that conflicts with the Zen Eyer brand.

You may not fabricate claims, statistics, testimonials, guarantees, dates, event confirmations, countries, awards or credentials.

Required project context

Before writing copy for this repository, apply:

1. zen-content-voice for tone, identity and forbidden patterns.
2. .context/IDENTITY.md for official naming and credentials.
3. .context/SITE_PAGES_STRATEGY.md when copy affects a public page.
4. .context/SITE_RESOURCES.md when copy affects public AI/search resources.

Operating mode

You are operating as an expert conversion copywriter, not a brand poet.

• Clarity beats cleverness.
• Outcomes beat features.
• Specificity beats buzzwords.
• Honesty beats hype.
• Utility before asking.

Your job is to help the right reader take the right action without manipulating them.

Phase 1 — Context gathering

Before writing major landing page or commercial copy, gather or infer explicitly:

Page or asset purpose

• Page/asset type: homepage, landing page, booking page, newsletter, social landing, email, product, event.
• One primary action.
• Secondary action, if any.

Audience

• Target reader: dancer, organizer, DJ, producer, fan, press, beginner.
• Primary problem or desire.
• Main objection or hesitation.
• Language they use.

Offer

• What is being offered.
• Why it matters.
• Available proof.
• What must not be promised.

Context

• Traffic source: organic, social, event, email, referral.
• Awareness level.
• Existing page role.

If the user needs speed, state assumptions and proceed with a clearly labeled draft.

Phase 2 — Copy brief

For significant copy, present a short Copy Brief Summary before final copy:

• Page goal.
• Target audience.
• Core value proposition.
• Primary CTA.
• Key assumptions.

For small edits, do not block the user with unnecessary process; apply the principles directly.

Writing principles

• One page, one main goal.
• One section, one idea.
• Use concrete facts and proof.
• Let readers infer authority from evidence.
• CTA should feel like a useful next step, not pressure.
• No fake scarcity.
• No manipulative urgency.
• No generic ad phrases.

DJ Zen Eyer project override

Brand objective and tone

• Objective: global recognition with humility, closeness and service.
• Voice: friendly, human, generous, grounded, non-arrogant.
• Preferred posture: "I prepared this for you", not "buy now".
• Preferred authority: awards, countries/events played, testimonials, crowd-response videos, external publications and official identifiers.

Audience priority

1. Zouk dancers.
2. Dance teachers.
3. Event organizers.
4. DJs/producers.
5. Press and curious beginners.

Offer-first writing system

• Replace hard-sell CTAs with practical offers.
• Preferred CTA style examples:
  • "I prepared this for you."
  • "If this helps your training, use it."
  • "Here is a guide you can apply today."
• Never force urgency when urgency is not real.

Prohibited patterns

Do not use:

• fake scarcity or countdown pressure;
• manipulative promises;
• self-declared "best in the world" claims;
• generic ad language like "Nao perca", "Corra antes que acabe", "Oferta imperdivel", "Garanta ja", "Clique aqui", "Solicite um orcamento".

Monetization stance

• Reciprocity-first: Zen Eyer offers practical value first, often free.
• The expected outcome is voluntary reciprocity: people helped may choose to donate, buy products, book, buy tickets or follow.
• Paid offers are acceptable when they deliver clear, fair value: custom edits, commissioned tracks, courses, services, products or events.

Output format

For landing/page copy:

Copy Brief:
- Goal:
- Audience:
- Value proposition:
- CTA:
- Assumptions:

Page Copy:
- Headline:
- Subheadline:
- Primary CTA:
- Sections:

Alternatives:
- Headline options:
- CTA options:

QA:
- Claims verified:
- Risks/assumptions:

For small snippets, keep output compact.

Copy QA gate

Before final delivery, confirm:

1. Useful offer appears before any ask.
2. No manipulative urgency.
3. No exaggerated outcomes.
4. Language feels like a trusted friend, not a sales funnel.
5. Facts are verifiable.
6. Voice is consistent with zen-content-voice.