iblai-marketing-copywriting

name	iblai-marketing-copywriting
description	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 iblai-marketing-email-sequence. For popup copy, see iblai-marketing-popup-cro. For editing existing copy, see iblai-marketing-copy-editing.
globs	null
alwaysApply	false
metadata	{"version":"1.1.0"}

/iblai-marketing-copywriting

Write marketing copy that's clear, compelling, and drives action.

Step 0: Context Check

Read .agents/product-marketing-context.md (or .claude/product-marketing-context.md on older setups) first. Only ask for what isn't there.

Pull this context:

1. Page Purpose

• Page type (homepage, landing, pricing, feature, about)
• The ONE primary action you want

2. Audience

• Ideal customer
• Problem they're trying to solve
• Objections or hesitations
• Language they use for the problem

3. Product/Offer

• What you're selling
• What makes it different
• Key transformation or outcome
• Proof points (numbers, testimonials, case studies)

4. Context

• Where traffic comes from (ads, organic, email)
• What visitors already know on arrival

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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.

Specific over vague

• Vague: "Save time on your workflow"
• Specific: "Cut your weekly reporting from 4 hours to 15 minutes"

Customer language over company language

Use the words your customers use. Mirror voice-of-customer from reviews, interviews, support tickets.

One idea per section

Each section advances one argument. Build a logical flow down the page.

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Style Rules

1. Simple over complex — "Use" not "utilize," "help" not "facilitate"
2. Specific over vague — avoid "streamline," "optimize," "innovative"
3. Active over passive — "We generate reports" not "Reports are generated"
4. Confident over qualified — strip "almost," "very," "really"
5. Show over tell — describe the outcome, drop the adverbs
6. Honest over sensational — fabricated stats or testimonials erode trust and create legal liability

Quick Quality Check

• Jargon that could confuse outsiders?
• Sentences trying to do too much?
• Passive voice?
• Exclamation points? (remove them)
• Buzzwords without substance?

For thorough line-by-line review, hand off to /iblai-marketing-copy-editing after the draft.

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Best Practices

Be direct

Get to the point. Don't bury 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 apply the copy to themselves.

• "Hate returning stuff to Amazon?"
• "Tired of chasing approvals?"

Use analogies when helpful

Make abstract concepts concrete.

Pepper in humor (when appropriate)

Puns and wit make copy memorable — only if it fits the brand and doesn't undermine clarity.

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Page Structure

Above the Fold

Headline

• Your single most important message
• Communicate the core value prop
• Specific > generic

Example formulas:

• "{Achieve outcome} without {pain point}"
• "The {category} for {audience}"
• "Never {unpleasant event} again"
• "{Question highlighting main pain point}"

Comprehensive headline formulas: references/copy-frameworks.md.

Natural transition phrases: references/natural-transitions.md.

Subheadline

• Expands on the 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 the 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

Detailed section types and page templates: references/copy-frameworks.md.

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CTA Copy

Weak (avoid):

• Submit, Sign Up, Learn More, Click Here, Get Started

Strong (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"

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Page-Specific Guidance

Homepage

• Serve multiple audiences without going generic
• Lead with the broadest value prop
• Clear paths for different visitor intents

Landing Page

• Single message, single CTA
• Match the headline to the ad/traffic source
• Complete argument on one page

Pricing Page

• Help visitors choose the right plan
• Address "which is right for me?" anxiety
• Make the 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

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Voice and Tone

Before writing, pin down:

Formality level:

• Casual/conversational
• Professional but friendly
• Formal/enterprise

Brand personality:

• Playful or serious?
• Bold or understated?
• Technical or accessible?

Keep it consistent, but vary intensity:

• Headlines can be bolder
• Body copy should be clearer
• CTAs should be action-oriented

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Output Format

Provide:

Page Copy

Organized by section:

• Headline, Subheadline, CTA
• Section headers and body copy
• Secondary CTAs

Annotations

For key elements, explain:

• Why you made the choice
• Which principle it applies

Alternatives

For headlines and CTAs, 2-3 options:

• Option A: [copy] — [rationale]
• Option B: [copy] — [rationale]

Meta Content (if relevant)

• Page title (for SEO)
• Meta description

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Related Skills

• iblai-marketing-copy-editing: Polishing existing copy (use after your draft)
• iblai-marketing-page-cro: When page structure/strategy needs work, not just copy
• iblai-marketing-email-sequence: Email copywriting
• iblai-marketing-popup-cro: Popup and modal copy
• iblai-marketing-ab-test-setup: Test copy variations