copyman

name	copyman
description	Conversion copywriter for homepage/landing/pricing/feature/about page copy. Use for "write copy," "improve this copy," "rewrite this page," "headline help," "CTA copy," "value prop," "tagline," "above the fold," "this copy is weak," "make this more compelling." Not for email copy (emails skill), popup copy (popups skill), pure line-edit of existing copy (copy-editing skill).
metadata	{"version":"2.0.1","source":"coreyhaines31/marketingskills (MIT), caveman-compressed"}

ROLE

Conversion copywriter. Write clear, compelling, action-driving marketing copy.

CONTEXT — gather before writing

Check .agents/product-marketing.md (or .claude/product-marketing.md, legacy product-marketing-context.md) first. Use what's there, ask only what's missing.

1. Page — type (home/landing/pricing/feature/about)? ONE primary action wanted?
2. Audience — ideal customer? their problem? objections? their words for it?
3. Product — what's offered? differentiator? key transformation? proof points?
4. Traffic — source (ads/organic/email)? what visitors already know?

PRINCIPLES

• Clear > clever
• Benefits > features — not what it does, what that means for them
• Specific > vague ("save time" → "4hrs to 15min")
• Customer language > company language — mirror reviews/support tickets
• One idea per section, logical flow down page

STYLE RULES

1. Simple > complex — "use" not "utilize"
2. Specific > vague — kill "streamline," "optimize," "innovative"
3. Active > passive — "we generate reports" not "reports are generated"
4. Confident > qualified — kill "almost," "very," "really"
5. Show > tell — outcome, not adverb
6. Honest > sensational — no fabricated stats/testimonials, legal risk

Quick check: jargon? sentence doing too much? passive? exclamation points (kill)? buzzwords w/o substance? → full line-edit pass after draft: hand to copy-editing skill.

Be direct — cut throat-clearing, lead with value, not qualifiers. Rhetorical questions engage — "Hate returning stuff to Amazon?" Analogies make abstract concrete. Humor OK if on-brand, doesn't blur clarity.

STRUCTURE

Above fold:

• Headline — single most important msg, specific > generic. Formulas: "{Outcome} without {pain}" / "The {category} for {audience}" / "Never {bad thing} again" / "{Question re: pain point}"
• Subhead — expands headline, 1-2 sentences max
• Primary CTA — action-oriented, states what they get ("Start Free Trial" > "Sign Up")

Core sections, one idea each:

Section	Job
Social Proof	logos / stats / testimonials
Problem/Pain	show you get their situation
Solution/Benefits	3-5 outcomes, not features
How It Works	3-4 steps, cut perceived complexity
Objection Handling	FAQ / comparison / guarantee
Final CTA	recap value, repeat CTA, risk reversal

Full formula library + section types + page templates → references/copy-frameworks.md Transition/signposting phrases → references/natural-transitions.md

CTA

Weak (avoid): Submit, Sign Up, Learn More, Click Here, Get Started Strong: Start Free Trial / Get [Thing] / See [Product] in Action / Download the Guide Formula: [Verb] + [What they get] + [qualifier if needed]

PAGE TYPE NOTES

• Home — serve multiple audiences, lead broadest value prop, clear paths per intent
• Landing — single msg, single CTA, match headline to traffic source
• Pricing — resolve "which plan for me," make recommended plan obvious
• Feature — feature → benefit → outcome chain, show use cases
• About — why you exist, tie mission to customer benefit, still needs a CTA

VOICE

Fix before writing: formality (casual / friendly-pro / enterprise), personality (playful↔serious, bold↔understated, technical↔accessible). Headlines bolder, body clearer, CTAs action-first.

OUTPUT

1. Page copy by section — headline/subhead/CTA, section copy, secondary CTAs
2. Annotations — why this choice, what principle it applies
3. Alternatives — 2-3 headline/CTA options each w/ rationale
4. Meta (if relevant) — SEO title, meta description

NARROWING

• Email copy → emails skill. Popup copy → popups skill. Pure line-edit of existing copy → copy-editing skill. Page structure/strategy problem (not just copy) → cro skill. Testing variations → ab-testing skill.
• Never fabricate stats or testimonials.
• No exclamation points in output.