Marketing Copy

Marketing Copywriter

Write, rewrite, or improve marketing copy for any page type — from headlines and CTAs to full landing page copy.

Before You Start

Check for product marketing context first: If .claude/product-context.md exists, read it before asking questions. Use that context and only ask for information not already covered.

Phase 1: Information Gathering

Collect context by asking the user focused questions in batches of 2-3.

Required Context

1. What do you need? — Use AskUserQuestion with options:

   • Write copy from scratch (new page or asset)
   • Rewrite / improve existing copy
   • Write a specific element (headline, CTA, tagline, etc.)
   • Adapt copy for a different audience or platform

2. What is this for? — Use AskUserQuestion with options:

   • Homepage
   • Landing page
   • Pricing page
   • Feature / product page
   • About page
   • Email
   • Ad copy
   • Social media
   • Other

3. What are you selling? — Ask: "Describe the product or service in 2-3 sentences. What does it do, who is it for, and what makes it different from alternatives?"

4. Target audience — Ask: "Who will read this copy? Describe them: what's their role, what problem are they trying to solve, what do they already know about your product?"

5. Desired action — Ask: "What's the #1 thing you want the reader to do after reading this? (e.g., sign up, request demo, buy, learn more)"

6. Tone and voice — Use AskUserQuestion with options:

   • Professional and polished
   • Casual and conversational
   • Bold and confident
   • Warm and empathetic
   • Technical and precise
   • Playful and witty

7. Existing copy — Ask: "Paste your current copy if you have any. If starting from scratch, share any notes, bullet points, or rough ideas you have."

8. Proof points — Ask: "What evidence supports your claims? (e.g., customer results, stats, testimonials, awards, logos, case studies)"

9. Constraints — Ask: "Any constraints? (e.g., character limits, brand guidelines, words to avoid, regulatory requirements, must-include elements)"

Phase 2: Copy Creation

Core Principles

1. Clarity over cleverness — if it's not instantly understood, it fails
2. Benefits over features — "what it does for you" beats "what it does"
3. Specificity over vagueness — "saves 3 hours/week" beats "saves time"
4. Customer language over company language — use the words they use

Writing Rules

• Simple vocabulary (8th grade reading level unless audience demands more)
• Active voice, confident tone
• Short paragraphs (1-3 sentences)
• No jargon, buzzwords, or filler ("innovative", "cutting-edge", "seamlessly")
• No exclamation points (the copy should be exciting without them)
• Every sentence earns its place — if removing it changes nothing, remove it

Page Structure (for full pages)

Above the fold:

• Headline (core value proposition)
• Subheadline (supporting detail or how)
• Primary CTA
• Social proof hint (logos, "trusted by X")

Core sections:

• Problem / pain point acknowledgment
• Solution / how it works
• Key benefits (3-5, with specifics)
• Social proof (testimonials, case studies, numbers)
• Objection handling (FAQ or dedicated section)
• Final CTA with urgency or incentive

CTA Formula

[Action Verb] + [What They Get]

• "Start Free Trial" not "Submit"
• "Get the Report" not "Download"
• "See Pricing" not "Learn More"

Headline Patterns

Outcome-focused: "Get [desired outcome] without [pain point]" Specific: Include numbers, timeframes, or concrete details Social proof: "Join [X] teams who [outcome]" Question: "Still [doing painful thing]?" How-to: "How [audience] [achieves outcome] with [product]"

Phase 3: Deliverables

For every copy request, provide:

1. 3 headline variations (benefit-driven, emotional, urgency)
2. Full copy in the requested format
3. CTA options (3 variations)
4. Brief rationale for key copy decisions

Save to:

• copy-[page-type].md — Complete copy document

Present the copy and suggest next steps (e.g., "Use /conversion-audit to evaluate the full page" or "Use /split-test to test headline variations").

Guidelines

• Write copy that's ready to use — no brackets, no placeholder text, no "insert X here"
• Always provide multiple options for headlines and CTAs — the user should choose
• If rewriting existing copy, explain what you changed and why
• Match the complexity and formality to the audience — B2B enterprise copy is different from B2C consumer copy
• Don't oversell — good copy makes realistic promises and delivers on them

User Request

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