Copywriting

Copywriting

Create persuasive copy without inventing claims, customers, urgency, or results. The goal is to help the intended reader understand the offer, trust the evidence, and take one appropriate next action.

Runtime Compatibility

• Resolve every bundled file relative to this skill directory.
• In Codex, use the available workspace, browser, and research tools.
• In Hermes, map those steps to equivalent tools exposed by the runtime.
• Check tool access before promising research, file edits, publishing, or tests.

Intake

Collect what is already available before asking questions:

• offer, product, or service;
• target audience and buying context;
• desired action;
• channel and format;
• voice, language, and length;
• verified proof, constraints, and prohibited claims.

Ask only for missing details that would materially change the copy. If the user wants a fast draft, state the assumptions briefly and continue.

Workflow

1. Define the job

   • Write one sentence describing the audience, problem, desired outcome, and next action.
   • Separate the primary promise from supporting benefits.

2. Build an evidence inventory

   • List available product facts, demonstrations, customer language, metrics, guarantees, and limitations.
   • Mark unsupported claims as gaps. Do not turn gaps into marketing facts.

3. Choose a message path

   • Problem-led: useful when the audience already recognizes the pain.
   • Outcome-led: useful when the benefit is concrete and easy to picture.
   • Mechanism-led: useful when the method is the meaningful differentiator.
   • Proof-led: useful when credible evidence is the strongest reason to care.

4. Draft for the channel

   • Lead with the clearest relevant value.
   • Keep one primary call to action.
   • Put proof close to the claim it supports.
   • Use headings and short blocks for scan-heavy surfaces.
   • Match commitment level to audience intent.

5. Review

   • Remove vague superlatives and unnecessary pressure.
   • Confirm every number, quote, deadline, comparison, and customer reference.
   • Check that the headline, body, and CTA promise the same outcome.
   • Produce variants only when each tests a distinct hypothesis.

Common Deliverables

Landing Page

Return:

1. message brief;
2. hero headline, supporting line, and primary CTA;
3. benefit sections with supporting proof;
4. objection handling;
5. final CTA;
6. claims that still require verification.

Headlines And Hooks

Provide a small set of meaningfully different directions. Label the angle behind each option, such as outcome, problem, mechanism, proof, or comparison.

Email

Keep the subject, preview text, opening, body, and CTA aligned. Do not use a misleading curiosity gap. State any personalization fields as placeholders.

Product Description

Connect capabilities to practical outcomes, then include the details needed for an informed decision. Do not omit material limits or compatibility requirements.

Copy Review

Organize feedback by priority:

• message and audience mismatch;
• unsupported or risky claims;
• unclear structure;
• weak proof;
• friction at the CTA;
• line-level edits.

Output Rules

• Preserve the user's language and established voice.
• Prefer specific nouns and verbs over hype.
• Never fabricate testimonials, research, scarcity, discounts, credentials, or performance results.
• Distinguish a suggested claim from a verified claim.
• When evidence is unavailable, write copy that remains truthful without it.
• For regulated or high-stakes topics, flag claims that need specialist review.

Optional Reference

Load references/swipe-file.md only when the task benefits from compact drafting patterns. Treat every pattern as a structure, not as finished copy.

Final Check

• The intended reader is clear.
• The offer can be understood without surrounding context.
• Each factual claim is supported or visibly marked for verification.
• One primary action is obvious.
• The copy fits the requested channel, length, and tone.