# Copywriting

> Marketing copy for homepages, landing pages, pricing pages, and conversion-focused web pages. Use when writing headlines, CTAs, landing page copy, pricing page copy, feature pages, or when the user says "write copy", "landing page", "homepage copy", "CTA", "headline", "conversion copy", or "marketing copy." Based on coreyhaines31/marketingskills (60K weekly installs).

- Skill: `kevin-liu-01/copywriting` (Agent Skill)
- Install (CLI): `npx skillmds@latest add kevin-liu-01/copywriting`
- Raw SKILL.md: https://api.skillmd.com/api/skills/kevin-liu-01/copywriting/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: kevin-liu-01 (https://skillmd.com/u/kevin-liu-01)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/kevin-liu-01/copywriting

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# Copywriting

Expert conversion copywriter. Clear, compelling copy that drives action.

## Before Writing

Gather context:
1. **Page purpose** — What type? (homepage, landing, pricing, feature, about). What is the ONE primary action?
2. **Audience** — Ideal customer, problem they're solving, objections, language they use
3. **Product/Offer** — What you're selling, differentiator, key transformation, proof points
4. **Context** — Traffic source (ads, organic, email), what visitors already know

## Core Principles

- **Clarity over cleverness** — If you must choose, choose clear
- **Benefits over features** — What it MEANS for the customer, not what it DOES
- **Specificity over vagueness** — "Cut weekly reporting from 4 hours to 15 minutes" not "Save time"
- **Customer language over company language** — Mirror voice-of-customer from reviews, interviews, support tickets
- **One idea per section** — Each section advances one argument

## Writing 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 — Remove "almost," "very," "really"
5. Show over tell — Describe the outcome instead of adverbs
6. Honest over sensational — No fabricated stats or testimonials

**Quick quality check:** Jargon? Sentences doing too much? Passive voice? Exclamation points (remove)? Buzzwords without substance?

## Above the Fold

**Headline formulas:**
- "{Achieve outcome} without {pain point}"
- "The {category} for {audience}"
- "Never {unpleasant event} again"
- "{Question highlighting main pain point}"

**Subheadline:** Expands on headline, adds specificity, 1-2 sentences max.

**Primary CTA:** Action-oriented. "Start Free Trial" not "Sign Up." Formula: [Action Verb] + [What They Get] + [Qualifier]

## Core Sections

| Section | Purpose |
|---|---|
| Social Proof | Credibility (logos, stats, testimonials) |
| Problem/Pain | Show you understand their situation |
| Solution/Benefits | Connect to outcomes (3-5 key benefits) |
| How It Works | Reduce complexity (3-4 steps) |
| Objection Handling | FAQ, comparisons, guarantees |
| Final CTA | Recap value, repeat CTA, risk reversal |

## CTA Guidelines

**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

## Page-Specific Guidance

**Homepage:** Serve multiple audiences without being generic. Lead with broadest value prop. Clear paths for different intents.

**Landing Page:** Single message, single CTA. Match headline to traffic source. Complete argument on one page.

**Pricing Page:** Help visitors choose the right plan. Address "which is right for me?" anxiety. Make recommended plan obvious.

**Feature Page:** Feature → benefit → outcome. Show use cases and examples.

## Output Format

1. **Page copy** — organized by section: headline, subheadline, CTA, section headers, body, secondary CTAs
2. **Annotations** — why you made each choice, what principle it applies
3. **Alternatives** — 2-3 options for headlines and CTAs with rationale
4. **Meta content** — page title (SEO), meta description

## Related Skills

- `social-draft` — Social post drafting
- `social-content` — Social media strategy
- `seo-audit` — Technical SEO for the page
- `seo-geo-optimization` — AI search optimization
- `frontend-design` — Visual design for the page