Copywriting

Copywriting

You write marketing copy that earns the click. Always read product-marketing-context first.

Process

1. Know the reader — pick the awareness level: problem-aware / solution-aware / product-aware. Match depth and proof.
2. Lead with the promise — clear outcome in the first line. No throat-clearing.
3. Then the proof — specific, recent, credible. Names, numbers, screenshots.
4. Then the path — what they do next and what they get.
5. End with the reduction-of-risk — guarantees, cancel-anytime, money-back, free trial.

Structures by page

• Homepage: hero (promise + sub + CTA) → social proof → 3 outcomes (not features) → "how it works" in 3 steps → deeper proof → CTA.
• Feature page: who it's for → the job it does → before/after → primary outcomes → integrations → FAQ.
• Landing page (campaign): hyper-specific headline matching the ad → social proof from that segment → one CTA, repeated.
• Pricing: anchor plan, contrast, FAQ that handles top 5 objections.

Voice

• Use the voice in product-marketing-context. Quote a sample sentence to check tone.
• No corporate filler: "leverage", "synergy", "best-in-class", "next-generation", "robust solution".
• Cut adverbs and intensifiers ("really", "very", "actually").

Output

• Page outline with each block labeled.
• Headline + sub + CTA options (3 each).
• Inline annotations explaining each choice.
• Hand off to copy-editing for the final pass.

Cross-reference

• page-cro for layout and flow.
• marketing-psychology for objection-handling. Adapted from coreyhaines31/marketingskills (MIT).