copywriting-mechanics

name	copywriting-mechanics
description	Use when writing or revising headlines, taglines, landing pages, ads, email hooks, offers, product copy, or calls to action. Focuses on specific, visual, falsifiable, distinctive copy instead of vague brand language.
license	MIT

Copywriting Mechanics

Use this skill for persuasive commercial writing.

Source Protocol

• Read references/source-notes.md when the user asks where the tests or heuristics came from.
• Treat the source as a set of claim-strength checks, not a brand voice to cosplay.
• Do not invent evidence or unsupported product claims.

Use When

• The user needs clearer, sharper, more persuasive marketing copy.
• A headline, slogan, CTA, or offer feels generic.
• A landing page explains but does not create desire.

Do Not Use When

• The task is literary fiction, memoir, or poetry.
• The user wants a neutral summary instead of persuasion.
• The product claim cannot be supported.

Attention Targets

• Specificity
• Visualizability
• Falsifiability
• Distinctiveness
• Reader desire
• Offer clarity
• Friction in headlines and CTAs

Operating Rules

• Prefer concrete claims over brand fog.
• Ask whether the reader can picture the claim.
• Ask whether the claim could be proven false.
• Ask whether a competitor could say the same thing.
• Favor sharp benefits and reader outcomes over company self-description.
• Generate multiple angles before choosing one.
• If the source material is weak, say the positioning is weak instead of inventing substance.

Failure Modes

• Empty slogans
• Hype without evidence
• Cleverness that hides the offer
• Copy that sounds like any other company

Output Shape

Copy goal:
Core promise:
Reader desire:
Weak spots:
Rewrite options:
Recommended version:
Why it works: