mwd1234 Marketing Copywriting
Use this skill when writing marketing copy for your app: social posts, website text, app store descriptions, emails, or any user-facing content.
Core Principles
1. Benefits Before Features
Wrong: "The app uses Core Haptics to send patterns." (Feature) Right: "Feel exactly when to switch tasks without looking." (Benefit)
Always answer: What does the user GET? Not what does the app DO.
| Feature (What it does) | Benefit (What user gets) |
|---|---|
| iCloud Sync | Start on iPhone, finish on Mac |
| Haptic Feedback | Know what's happening without looking |
| Offline Mode | Works wherever you are, no signal needed |
| 120Hz Support | Butter-smooth scrolling |
2. Less Words = More Impact
Cut ruthlessly. If a word doesn't add meaning, delete it.
Wordy: "This application is designed to help you organize your daily tasks more efficiently." Concise: "Organize your day. Get more done."
Rule: After writing, ask "Can I cut 30%?" Usually yes.
3. Find Your "Anchor" Word
Every great app has an anchor concept. Find yours and stick to it.
Examples:
- Haptix (Timer App): "Feel" ("Timing you can feel")
- Headspace: "Mindful"
- Obsidian: "Second Brain"
Avoid generic words like "manage," "track," or "view." Use sensory or emotional words.
4. Pain → Solution → Outcome
Structure all copy this way:
- Pain: "Ever lose your train of thought checking the clock?"
- Solution: "Our app taps your wrist at key moments."
- Outcome: "You stay present. Time handles itself."
5. You, Not We
Write to the user, not about yourself.
Wrong: "We built this to solve our presentation problems." Right: "Never break eye contact to check the time again."
Brand Voice Template
Define your app's voice. Pick 3-4 adjectives:
| Attribute | Example |
|---|---|
| Confident | "The last timer you'll need" |
| Warm | "Built for people who hate checking clocks" |
| Concise | Short sentences. Fragments okay. |
| Real | No corporate speak. Write like a person. |
Platform-Specific Guidelines
- Tone: Casual, authentic, "maker" vibe.
- Hook: Lead with a personal story or a specific problem you solved.
- Engagement: "Roast my UI" or "I built this because X sucked" works better than "Check out my app."
- Transparency: Be open about pricing and features.
- Tone: Professional but personal.
- Hook: "I built something to solve [Professional Problem]."
- Focus: Productivity, career growth, technical achievement.
App Store
- First Line: Must be your strongest benefit hook.
- Format: Short paragraphs, bullet points for features.
- Keywords: Integrate naturally, don't stuff.
Slack/Email
- Tone: Super concise.
- CTA: One clear Call to Action.
- Format: Use bullet points.
Quick Checklist
Before publishing any copy, ask:
- Does it lead with a benefit, not a feature?
- Can I cut 30% of the words?
- Do I use "You" more than "I" or "We"?
- Is the outcome clear to the user?
- Would I stop scrolling to read this?
Case Study: "Haptix" (Timer App)
Here is how these principles were applied to a real app.
Bad → Good Examples
Bad (Feature-focused): "Haptix is a segmented timer application for iOS and watchOS that provides customizable haptic feedback notifications."
Good (Benefit-focused): "Feel your timing. Never check the clock again."
Bad (Wordy): "Create custom timers with multiple segments and receive haptic notifications on your Apple Watch."
Good (Concise): "Set your segments. Your wrist handles the rest."
Bad (Self-centered): "We worked hard to make the sync seamless."
Good (User-centered): "Start on your phone. Feel it on your wrist."