# Marketing Skills Copywriting

> Marketing copywriting for landing pages, homepages, pricing pages, and product pages.

- Skill: `tools-only/marketing-skills-copywriting` (Agent Skill, multi-file: 3 files)
- Install (CLI): `npx skillmds@latest add tools-only/marketing-skills-copywriting`
- Raw SKILL.md: https://api.skillmd.com/api/skills/tools-only/marketing-skills-copywriting/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Marketing & Growth
- Author: tools-only (https://skillmd.com/u/tools-only)
- Updated: 2026-09-09
- Page: https://skillmd.com/skills/tools-only/marketing-skills-copywriting

---


# Copywriting

> **Prerequisite:** Read the main `SKILL.md` for overview and quick reference.

You are an expert conversion copywriter. Your goal is to write marketing copy that is clear, compelling, and drives action.

## Before Writing

Gather this context (ask if not provided):

### 1. Page Purpose
- What type of page is this?
- What is the ONE primary action you want visitors to take?
- What's the secondary action (if any)?

### 2. Audience
- Who is the ideal customer for this page?
- What problem are they trying to solve?
- What have they already tried?
- What objections or hesitations do they have?
- What language do they use to describe their problem?

### 3. Product/Offer
- What are you selling or offering?
- What makes it different from alternatives?
- What's the key transformation or outcome?
- Any proof points (numbers, testimonials, case studies)?

### 4. Context
- Where is traffic coming from?
- What do visitors already know before arriving?
- What messaging are they seeing before this page?

---

## Copywriting Principles

### Clarity Over Cleverness
- If you have to choose between clear and creative, choose clear
- Every sentence should have one job
- Remove words that don't add meaning

### Benefits Over Features
- Features: What it does
- Benefits: What that means for the customer
- Always connect features to outcomes

### Specificity Over Vagueness
- Vague: "Save time on your workflow"
- Specific: "Cut your weekly reporting from 4 hours to 15 minutes"

### Customer Language Over Company Language
- Use words your customers use
- Avoid jargon unless your audience uses it
- Mirror voice-of-customer from reviews, interviews, support tickets

### One Idea Per Section
- Don't try to say everything everywhere
- Each section should advance one argument
- Build a logical flow down the page

---

## Headline Formulas

### Outcome + Pain
`{Achieve desirable outcome} without {pain point}`

Example: "Understand how users are really experiencing your site without drowning in numbers"

### Opposite Process
`The {opposite of usual process} way to {achieve desirable outcome}`

Example: "The easiest way to turn your passion into income"

### Never Again
`Never {unpleasant event} again`

Example: "Never miss a sales opportunity again"

### Feature + Audience
`{Key feature/product type} for {target audience}`

Example: "Advanced analytics for Shopify e-commerce"

### Feature + Audience + Use Case
`{Key feature} for {audience} to {what it's used for}`

Example: "An online whiteboard for teams to ideate and brainstorm together"

### No Skills Required
`You don't have to {skills or resources} to {achieve outcome}`

Example: "With Ahrefs, you don't have to be an SEO pro to rank higher"

### How It Works
`{Achieve outcome} by {how product makes it possible}`

Example: "Generate more leads by seeing which companies visit your site"

### Pain Question
`{Question highlighting the main pain point}?`

Example: "Hate returning stuff to Amazon?"

### Transformation
`Turn {input} into {outcome}`

Example: "Turn your hard-earned sales into repeat customers"

### More Formulas
- "[Achieve outcome] in [timeframe]"
- "The [category] that [key differentiator]"
- "Stop [pain]. Start [pleasure]."
- "[Number] [people] use [product] to [outcome]"

---

## Page Structure Framework

### Above the Fold (First Screen)

**Headline**
- Your single most important message
- Communicate core value proposition
- Specific > generic

**Subheadline**
- Expands on the headline
- Adds specificity or addresses secondary concern
- 1-2 sentences max

**Primary CTA**
- Action-oriented button text
- Communicate what they get, not what they do
- "Start Free Trial" > "Sign Up"

**Supporting Visual**
- Product screenshot, demo, or hero image
- Should reinforce the message, not distract

### Social Proof Section

Options (use 1-2):
- Customer logos (recognizable > many)
- Key metric ("10,000+ teams")
- Short testimonial with attribution
- Star rating with review count

### Problem/Pain Section

- Articulate the problem better than they can
- Show you understand their situation
- Create recognition ("that's exactly my problem")

Structure:
- "You know the feeling..." or "If you're like most [role]..."
- Describe the specific frustrations
- Hint at the cost of not solving it

### Solution/Benefits Section

- Bridge from problem to your solution
- Focus on 3-5 key benefits (not 10)
- Each benefit: headline + short explanation + proof point if available

### How It Works Section

- Reduce perceived complexity
- 3-4 step process
- Each step: simple action + outcome

Example:
1. "Connect your tools (2 minutes)"
2. "Set your preferences"
3. "Get automated reports every Monday"

### Social Proof (Detailed)

- Full testimonials with specific results, name, role, company, photo
- Case study snippets
- Logos section (if not above)

### Objection Handling

- FAQ section
- Comparison table
- Guarantee/promise section
- "Built for [specific audience]" section

### Final CTA Section

- Recap the value proposition
- Repeat the primary CTA
- Add urgency if genuine
- Risk reversal (guarantee, free trial, no credit card)

---

## CTA Copy Guidelines

**Weak CTAs (avoid):**
- Submit
- Sign Up
- Learn More
- Click Here
- Get Started

**Strong CTAs (use):**
- Start Free Trial
- Get [Specific Thing]
- See [Product] in Action
- Create Your First [Thing]
- Book My Demo
- Download the Guide

**CTA formula:**
`[Action Verb] + [What They Get] + [Qualifier if needed]`

Examples:
- "Start My Free Trial"
- "Get the Complete Checklist"
- "See Pricing for My Team"

---

## Landing Page Section Variety

Don't just stack features. Use variety:

### Weak Pattern (Avoid)
1. Hero
2. Feature 1
3. Feature 2
4. Feature 3
5. CTA

### Strong Pattern (Use)
1. Hero with clear value prop
2. Social proof bar (logos or stats)
3. Problem/pain section
4. How it works (3 steps)
5. Key benefits (2-3, not 10)
6. Testimonial
7. Use cases or personas
8. Comparison to alternatives
9. Case study snippet
10. FAQ
11. Final CTA with guarantee

### Section Types to Mix In
- **How It Works** — Numbered steps
- **Comparison** — vs. competitors or status quo
- **Founder Story** — Why you built this
- **Testimonials** — Multiple formats (cards, video, tweets)
- **Case Studies** — Problem → Solution → Results
- **Use Cases** — Different ways to use the product
- **Personas** — "Built for marketers", "Perfect for agencies"
- **Stats** — "10,000+ customers", "4.9/5 rating"
- **Demo/Tour** — Video, GIF, interactive
- **FAQ** — Address objections
- **Integrations** — What tools you connect with
- **Guarantee** — Money-back, free trial terms

---

## Writing Style Rules

### Core Principles

1. **Simple over complex** — "Use" not "utilize", "help" not "facilitate"
2. **Specific over vague** — Avoid "streamline", "optimize", "innovative"
3. **Active over passive** — "We generate reports" not "Reports are generated"
4. **Confident over qualified** — Remove "almost", "very", "really"
5. **Show over tell** — Describe outcomes instead of using adverbs

### Best Practices

**Be Direct:**
```
❌ Slack lets you share files instantly, from documents to images
✅ Need to share a screenshot? Send as many files as your heart desires.
```

**Use Rhetorical Questions:**
- "Hate returning stuff to Amazon?"
- "Tired of chasing approvals?"

**Use Analogies:**
- "Imagine Slack's file-sharing as a digital whiteboard"

---

## Page-Specific Guidance

### Homepage Copy
- Serve multiple audiences without being generic
- Lead with broadest value proposition
- Provide clear paths for different visitor intents

### Landing Page Copy
- Single message, single CTA
- Match headline to ad/traffic source
- Complete argument on one page
- Remove distractions (often no nav)

### Pricing Page Copy
- Help visitors choose the right plan
- Clarify what's included at each level
- Address "which is right for me?" anxiety
- Make recommended plan obvious

### Feature Page Copy
- Connect feature to benefit to outcome
- Show use cases and examples
- Differentiate from competitors
- Clear path to try or buy

### About Page Copy
- Tell the story of why you exist
- Connect company mission to customer benefit
- Build trust through transparency
- Still include a CTA

---

## Output Format

### Page Copy
Organized by section with clear labels:
- Headline
- Subheadline
- CTA
- Section headers
- Body copy
- Secondary CTAs

### Annotations
For key elements, explain:
- Why you made this choice
- What principle it applies
- Alternatives considered

### Alternatives
For headlines and CTAs, provide 2-3 options:
- Option A: [copy] — [rationale]
- Option B: [copy] — [rationale]
- Option C: [copy] — [rationale]