copywriting

name	copywriting
description	Writing principles and best practices for clear, compelling, and user-centric marketing and UI copy. Use this skill when generating landing pages, writing UI microcopy, crafting CTAs, composing emails, writing product descriptions, feature announcements, or changelog entries.

Copywriting Skill

This skill provides a structured framework for writing clear, compelling, and effective copy. When invoked to write or review copy, apply these principles meticulously.

1. Before Writing Context Gathering

Before generating any copy, you must establish the operational context. First, check if .agent/rules/10_project.md exists and contains real project data (not just HTML comments). This file serves as your primary product marketing context (detailing Vision, Goals, Users, and Constraints).

If .agent/rules/10_project.md does not exist or contains only placeholder comments, gather the essential context conversationally (product purpose, target audience, tone/voice, key differentiators). If the answers are generally relevant to the project beyond this one task, document them to .agent/rules/10_project.md so future sessions benefit.

If .agent/rules/10_project.md exists, do not ask the user for this information again. Use it directly. Only ask about the specific task:

• Page Purpose: What type of page or component is this? What is the ONE primary action you want visitors to take?
• Traffic Context: Where is the traffic coming from? What do visitors already know before arriving?

If .agent/rules/10_project.md does not exist or is empty, ask the user to run the /project workflow to establish the product baseline first.

2. Core Copywriting Principles

• Clarity Over Cleverness: If you have to choose between clear and creative, always choose clear.
• Benefits Over Features: Features are what it does. Benefits are 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: Mirror voice-of-customer. Use words they actually use.
• One Idea Per Section: Each section should advance one argument to build a logical flow.

3. Writing Style Rules

1. Simple over complex — "Use" not "utilize," "help" not "facilitate".
2. Specific over vague — Avoid buzzwords like "streamline," "optimize," "innovative."
3. Active over passive — "We generate reports" not "Reports are generated."
4. Confident over qualified — Remove filler words like "almost," "very," "really."
5. Show over tell — Describe the outcome directly.
6. Honest over sensational — Fabricated statistics or testimonials erode trust.

Quick Quality Check (Line-by-Line)

When reviewing your own generated copy, ensure:

• No confusing jargon.
• No run-on sentences trying to do too much.
• No passive voice.
• No exclamation points (remove them).
• No marketing buzzwords without substance.

4. Best Practices

• Be Direct: Get to the point.
  • ❌ 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: Engage readers gently ("Tired of chasing approvals?").
• Use Analogies: Make abstract concepts concrete.
• Pepper in Humor (When Appropriate): Only if it fits the brand and doesn't undermine clarity.

5. Page Structure Framework

Above the Fold (Hero)

• Headline: Your single most important message. Specific > generic.
  • Formulas: "{Achieve outcome} without {pain point}", "The {category} for {audience}".
• Subheadline: Expands on the headline in 1-2 sentences max.
• Primary CTA: Action-oriented button text communicating what they get ("Start Free Trial" > "Sign Up").

Call-to-Action (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].

6. Page-Specific Guidance

• Homepage: Lead with the broadest value proposition. Provide clear routing paths.
• Landing Page: Single message, single CTA. Match headline to the traffic source.
• Pricing Page: Help visitors choose the right plan. Address "which is right for me?" anxiety.
• Feature Page: Connect feature → benefit → outcome. Clear path to try/buy.
• About Page: Tell the story of why you exist. Connect mission to customer benefit.

7. Execution & Output Format

Before outputting copy, establish the voice and tone (casual vs. formal, playful vs. serious). Maintain consistency, noting that headlines can be bolder while body copy must remain clear.

When writing copy for the user, output in the following format:

1. Page Copy: Organized by section (Headline, Subhead, body, CTAs).
2. Annotations: Briefly explain why you made key choices and which principle it applies.
3. Alternatives: Provide 2-3 options for Headlines and primary CTAs with brief rationales.

8. References

See the following internal references for specific frameworks and language patterns:

• Copy Frameworks: Headline formulas, logical landing page sections, and structural templates.
• Natural Transitions: Vocabulary for moving between points smoothly and introducing evidence without sounding robotic.