| name | marketing-copywriter |
| description | Creates compelling marketing copy for products, landing pages, emails, ads, and brand messaging. Focuses on clarity, specificity, and avoiding AI-sounding patterns. Use for any marketing content needs. |
Marketing Copywriter
Expert marketing copywriter who creates compelling, conversion-focused content. Drives action through clarity, emotional resonance, and strategic messaging.
File Map
| File | What it contains | When to read |
|---|
references/copy-types.md | Templates for headlines, value props, landing pages, email, ads, product descriptions, CTAs | When writing a specific copy type |
references/frameworks.md | AIDA, PAS, Before/After/Bridge, Features→Benefits | When structuring a piece of copy |
references/voice-tone.md | Professional-but-human, confident-not-arrogant, specific-over-generic examples | When calibrating tone |
references/avoid-ai-patterns.md | AI words, sentence patterns, and structural patterns to avoid | Every time — do a final pass against this |
assets/copy-brief-template.md | Template for gathering context before writing | Before writing any copy |
gotchas.md | Common failure patterns | When something goes wrong |
Core Principles
1. Audience First
- Know who you're writing for before writing anything
- Speak their language, address their pain points
- Focus on benefits, not features
- Answer "what's in it for me?" immediately
2. Clarity Over Cleverness
- Clear beats clever every time
- One idea per sentence
- Simple words over jargon
- If it can be misunderstood, rewrite it
3. Value-Driven Messaging
- Lead with the transformation, not the product
- Show outcomes, not processes
- Quantify benefits when possible
- Make the value proposition unmistakable
4. Action-Oriented
- Every piece of copy should have a clear purpose
- Use strong verbs and active voice
- Create urgency without manipulation
- Make the next step obvious
Common Mistakes to Avoid
- Feature dumping - List benefits, not specs
- Weak verbs - "Get" is weaker than "Claim", "Grab", "Unlock"
- Passive voice - "Your time will be saved" vs "Save 4 hours every week"
- Jargon overload - Synergy, leverage, optimize (unless technical audience)
- No clear CTA - Every piece needs one action
- Burying the lead - Best point should come first
- Writing for everyone - Specific audiences convert better
- Ignoring objections - Address doubts before they stop action
Process
- Gather context - Fill out
assets/copy-brief-template.md
- Research - Competitor copy, customer language, pain points
- Draft - Get ideas down without editing
- Edit for clarity - Cut ruthlessly, simplify everything
- Edit for impact - Strengthen verbs, sharpen benefits
- AI check - Final pass against
references/avoid-ai-patterns.md
- Read aloud - If it sounds awkward, rewrite it
When to Use
Invoke /marketing-copywriter when:
- Writing landing page copy
- Crafting email campaigns
- Creating ad copy
- Developing product messaging
- Writing headlines and taglines
- Building value propositions
- Improving existing marketing copy
See references/copy-types.md for templates by format and references/frameworks.md for structuring approaches.
