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Nexus-JPFNexus-JPF/note-companion/.agents/skills/copywriting/SKILL.md

copywriting

Skill870 starsChanged 3 months agoMITView on GitHub

When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," "CTA copy," "value proposition," "tagline," "subheadline," "hero section copy," "above the fold," "this copy is weak," "make this more compelling," or "help me describe my product." Use this whenever someone is working on website text that needs to persuade or convert. For email copy, see emails. For popup copy, see popups. For editing existing copy, see copy-editing. For the offer underneath the copy (bonuses, guarantees, value framing), see offers.

We split this skill into the rules it gives an agent

6 rules. 4 are common, 1 is distinctive, and 1 is very specific to this project.

  • 4

    Common

    Most of the 153 edited versions we read keep these.

  • 1

    Distinctive

    This author's own choices. Worth a look.

  • 1

    Very specific

    Tied to their project's names, files or tools. Probably skip.

  • Common
  • Distinctive
  • Very specific
  1. Very specific:

    If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older …

    line 15
  2. Distinctive:

    If you have to choose between clear and creative, choose clear.

    line 44
  3. Common:

    Use words your customers use.

    line 54
  4. Common:

    Create Your First [Thing]

    line 158
  5. Common:

    When writing copy, provide:

    line 222
  6. Common:

    cro: If page structure/strategy needs work, not just copy

    line 249

“Common” is measured: kept by at least 6 in 10 of the 153 edited versions of this file we could read. “Very specific” is our guess from the words: it names a file, a command, a setting or the project itself.

Keep what fits and drop the rest. Your version, ready for your agents.
Files
SKILL.md

Copywriting

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

Before Writing

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

1. Page Purpose

  • What type of page? (homepage, landing page, pricing, feature, about)
  • What is the ONE primary action you want visitors to take?

2. Audience

  • Who is the ideal customer?
  • What problem are they trying to solve?
  • 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? (ads, organic, email)
  • What do visitors already know before arriving?

Copywriting Principles

Clarity Over Cleverness

If you have to choose between clear and creative, choose clear.

Benefits Over Features

Features: What it does. Benefits: What that means for the customer.

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. Mirror voice-of-customer from reviews, interviews, support tickets.

One Idea Per Section

Each section should advance one argument. Build a logical flow down the page.

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 the outcome instead of using adverbs
  6. Honest over sensational — Fabricated statistics or testimonials erode trust and create legal liability

Quick Quality Check

  • Jargon that could confuse outsiders?
  • Sentences trying to do too much?
  • Passive voice constructions?
  • Exclamation points? (remove them)
  • Marketing buzzwords without substance?

For thorough line-by-line review, use the copy-editing skill after your draft.

Best Practices

Be Direct

Get to the point. Don't bury the value in qualifications.

❌ Slack lets you share files instantly, from documents to images, directly in your conversations

✅ Need to share a screenshot? Send as many documents, images, and audio files as your heart desires.

Use Rhetorical Questions

Questions engage readers and make them think about their own situation.

  • "Hate returning stuff to Amazon?"
  • "Tired of chasing approvals?"

Use Analogies When Helpful

Analogies make abstract concepts concrete and memorable.

Pepper in Humor (When Appropriate)

Puns and wit make copy memorable—but only if it fits the brand and doesn't undermine clarity.

Page Structure Framework

Above the Fold

Headline

  • Your single most important message
  • Communicate core value proposition
  • Specific > generic

Example formulas:

  • "{Achieve outcome} without {pain point}"
  • "The {category} for {audience}"
  • "Never {unpleasant event} again"
  • "{Question highlighting main pain point}"

For comprehensive headline formulas: See references/copy-frameworks.md

For natural transition phrases: See references/natural-transitions.md

Subheadline

  • Expands on headline
  • Adds specificity
  • 1-2 sentences max

Primary CTA

  • Action-oriented button text
  • Communicate what they get: "Start Free Trial" > "Sign Up"

Core Sections

SectionPurpose
Social ProofBuild credibility (logos, stats, testimonials)
Problem/PainShow you understand their situation
Solution/BenefitsConnect to outcomes (3-5 key benefits)
How It WorksReduce perceived complexity (3-4 steps)
Objection HandlingFAQ, comparisons, guarantees
Final CTARecap value, repeat CTA, risk reversal

For detailed section types and page templates: See references/copy-frameworks.md

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]
  • Download the Guide

Formula: [Action Verb] + [What They Get] + [Qualifier if needed]

Examples:

  • "Start My Free Trial"
  • "Get the Complete Checklist"
  • "See Pricing for My Team"

Page-Specific Guidance

Homepage

  • Serve multiple audiences without being generic
  • Lead with broadest value proposition
  • Provide clear paths for different visitor intents

Landing Page

  • Single message, single CTA
  • Match headline to ad/traffic source
  • Complete argument on one page

Pricing Page

  • Help visitors choose the right plan
  • Address "which is right for me?" anxiety
  • Make recommended plan obvious

Feature Page

  • Connect feature → benefit → outcome
  • Show use cases and examples
  • Clear path to try or buy

About Page

  • Tell the story of why you exist
  • Connect mission to customer benefit
  • Still include a CTA

Voice and Tone

Before writing, establish:

Formality level:

  • Casual/conversational
  • Professional but friendly
  • Formal/enterprise

Brand personality:

  • Playful or serious?
  • Bold or understated?
  • Technical or accessible?

Maintain consistency, but adjust intensity:

  • Headlines can be bolder
  • Body copy should be clearer
  • CTAs should be action-oriented

Output Format

When writing copy, provide:

Page Copy

Organized by section:

  • Headline, Subheadline, CTA
  • Section headers and body copy
  • Secondary CTAs

Annotations

For key elements, explain:

  • Why you made this choice
  • What principle it applies

Alternatives

For headlines and CTAs, provide 2-3 options:

  • Option A: [copy] — [rationale]
  • Option B: [copy] — [rationale]

Meta Content (if relevant)

  • Page title (for SEO)
  • Meta description

Related Skills

  • copy-editing: For polishing existing copy (use after your draft)
  • cro: If page structure/strategy needs work, not just copy
  • emails: For email copywriting
  • popups: For popup and modal copy
  • ab-testing: To test copy variations

Download now (ZIP)

Trending

Surging: 5 new projects took it in the last 4 weeks, 2.5× the 4 weeks before.thin data

Week of Aug 30: 0 new projectsWeek of Sep 6: 1 new projectWeek of Sep 13: 1 new projectWeek of Sep 20: 0 new projectsWeek of Sep 27: 0 new projectsWeek of Oct 4: 4 new projectsWeek of Oct 11: 0 new projectsWeek of Oct 18: 1 new project
Aug 2026Sep 2026Oct 2026
New projects taking a version of this file each week, over the 8 weeks our latest run read: only 7 in all, so this is a hint, not a trend.
  • Other versions185 projects use a version of this.

    Word for word · 19

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    Edited · 113

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    Wrote their own version · 53

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    How matches are found. Word for word: the exact same text. Edited: shares passages with this file (“99% same” means 99% of its five-word phrases also appear here; 10% or more counts). Their own version: similar meaning, or, weakest, the same name. We can’t tell which project had it first. Projects are counted among the 200 most-starred candidates, and mentions are links to the repository we found, up to 50 per site, so both counts are a floor.

  • Used alongsideProjects with it also use competitor-alternatives, page-cro and 7 more.

    Other files people use alongside this one.

    Files found in the same public projects as a version of this one, more often than they turn up anywhere else. Each project counts once, large collections count for less, and this file's own repository is left out.
    • silvainfmSkill

      competitor-alternatives

      When the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions 'alternative page,' 'vs page,' 'competitor comparison,' 'comparison page,' '[Product] vs [Product],' '[Product] alternative,' or 'competitive landing pages.' Covers four formats: singular alternative, plural alternatives, you vs competitor, and competitor vs competitor. Emphasizes deep research, modular content architecture, and varied section types beyond feature tables.

      Also in 32 projects that use this

    • silvainfmSkill

      page-cro

      When the user wants to optimize, improve, or increase conversions on any marketing page — including homepage, landing pages, pricing pages, feature pages, or blog posts. Also use when the user says "CRO," "conversion rate optimization," "this page isn't converting," "improve conversions," or "why isn't this page working." For signup/registration flows, see signup-flow-cro. For post-signup activation, see onboarding-cro. For forms outside of signup, see form-cro. For popups/modals, see popup-cro.

      Also in 38 projects that use this

    • CesarjoquinSkill

      paywalls

      When the user wants to create or optimize in-app paywalls, upgrade screens, upsell modals, or feature gates. Also use when the user mentions "paywall," "upgrade screen," "upgrade modal," "upsell," "feature gate," "convert free to paid," "freemium conversion," "trial expiration screen," "limit reached screen," "plan upgrade prompt," "in-app pricing," "free users won't upgrade," "trial to paid conversion," or "how do I get users to pay." Use this for any in-product moment where you're asking users to upgrade. Distinct from public pricing pages (see cro) — this focuses on in-product upgrade moments where the user has already experienced value. For pricing decisions, see pricing.

      Also in 15 projects that use this

    • ukunal91appSkill

      revops

      When the user wants help with revenue operations, lead lifecycle management, or marketing-to-sales handoff processes. Also use when the user mentions 'RevOps,' 'revenue operations,' 'lead scoring,' 'lead routing,' 'MQL,' 'SQL,' 'pipeline stages,' 'deal desk,' 'CRM automation,' 'marketing-to-sales handoff,' 'data hygiene,' 'leads aren't getting to sales,' 'pipeline management,' 'lead qualification,' or 'when should marketing hand off to sales.' Use this for anything involving the systems and processes that connect marketing to revenue. For cold outreach emails, see cold-email. For email drip campaigns, see email-sequence. For pricing decisions, see pricing-strategy.

      Also in 36 projects that use this

    • CesarjoquinSkill

      popups

      When the user wants to create or optimize popups, modals, overlays, slide-ins, or banners for conversion purposes. Also use when the user mentions "exit intent," "popup conversions," "modal optimization," "lead capture popup," "email popup," "announcement banner," "overlay," "collect emails with a popup," "exit popup," "scroll trigger," "sticky bar," or "notification bar." Use this for any overlay or interrupt-style conversion element. For forms outside of popups, see cro. For general page conversion optimization, see cro.

      Also in 14 projects that use this

    • +3 more from silvainfm
    • +1 more from Cesarjoquin
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