# Copywriting

> Use when writing, rewriting, or auditing conversion-focused landing pages, homepages, product or pricing pages, sales pages, emails, ads, headlines, CTAs, value propositions, positioning, SaaS messaging, onboarding, UX copy, or when turning customer research and reviews into persuasive copy.

- Skill: `ryan-brosas/copywriting` (Agent Skill, multi-file: 8 files)
- Install (CLI): `npx skillmds@latest add ryan-brosas/copywriting`
- Raw SKILL.md: https://api.skillmd.com/api/skills/ryan-brosas/copywriting/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: ryan-brosas (https://skillmd.com/u/ryan-brosas)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/ryan-brosas/copywriting

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# Copywriting

## Core Principle

Conversion copy is assembled from customer evidence and a decision path. Do not
jump from prompt to polished words: determine what the reader must believe and
prove it in language they recognize.

## When to Use / NOT

- **Use when:** copy should drive a measurable action, explain an offer, improve
  positioning, or diagnose why existing copy does not persuade.
- **NOT when:** the task is neutral documentation, editorial content without a
  conversion goal, or a brand-voice-only polish. Use the relevant writing skill.

## Workflow

1. Define the audience, arrival context, offer, conversion action, and success
   signal. If inputs are thin, state the smallest evidence gaps; draft only what
   the known facts support.
2. Load `references/research-voc.md` when research exists or message discovery is
   needed. Extract recurring pains, desired outcomes, triggers, objections,
   alternatives, proof, and exact phrases. Separate facts from hypotheses.
3. Load `references/messaging-positioning.md` for positioning, value propositions,
   awareness, differentiation, or message hierarchy. Select one reader, one
   dominant value, and the belief sequence.
4. Load only the channel capsule: `references/pages.md` for web, ads, onboarding,
   or UX copy; `references/email.md` for emails and sequences.
5. Load `references/persuasion-frameworks.md` only when choosing a structure,
   headline, proof pattern, objection treatment, or CTA. Frameworks generate
   candidates; evidence chooses among them.
6. Draft directly when enough is known. Mark unsupported specifics as
   `[PLACEHOLDER: evidence needed]`. Preserve supplied customer language without
   turning one comment into a universal claim.
7. Load `references/editing-validation.md` for audits, rewrites, or final review.
   Diagnose before rewriting; check clarity, specificity, relevance, proof,
   objection coverage, CTA value, friction, and message match.
8. Validate at the cheapest useful level: claim review, five-second or message
   test, customer feedback, usability test, then controlled experiment when
   traffic and stakes justify it. Stop when the copy is supported, usable, and
   ready for the requested channel.

## Red Flags

- **HARD-GATE:** Never invent testimonials, quotes, statistics, capabilities,
  guarantees, urgency, scarcity, customer research, or experiment results.
- Do not hide missing strategy behind fluent copy or unsupported superlatives.
- Do not copy competitor or source wording. Mine patterns and customer language.
- Do not force AIDA, PAS, “power words,” pain, length, or CTA placement without a
  diagnosed reason.
- Do not report clicks, opens, or one test as proof of downstream revenue.

## Verification

Confirm that each important claim maps to supplied evidence, every section has a
reader-decision job, the CTA states a valuable next step, and assumptions are
labeled. For audits, provide diagnosis before revision. For experiments, state
the segment, hypothesis, primary metric, downstream guardrail, and limits.

## References

- `references/research-voc.md` - intake, interviews, review mining, evidence organization
- `references/messaging-positioning.md` - positioning, awareness, value, hierarchy
- `references/persuasion-frameworks.md` - structure, headlines, proof, objections, CTAs
- `references/pages.md` - landing, home, product, pricing, sales, ads, onboarding, UX
- `references/email.md` - single emails, lifecycle sequences, segmentation, metrics
- `references/editing-validation.md` - diagnosis, editing passes, claims, testing
- `references/sources.md` - lightweight Copyhackers provenance ledger