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copywriting

Skill10 starsChanged 27 days agoMITView on GitHub

Write conversion-focused copy for a page or section — headlines, subheads, value propositions, CTAs, feature/benefit blocks, and microcopy — anchored to a specific audience and offer. Trigger when the user says "write copy", "headline", "value proposition", "CTA copy", "hero copy", "rewrite this section", "make this convert", or needs words for a page rather than a design or audit.

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SKILL.md

copywriting

Family: content-and-data Status: Stable

Purpose

Produce conversion copy that earns the click — the words a page needs, not a critique of them. Fills the hole between design-cro (which reviews copy) and the build (which needs copy to exist). Anchors every line to one audience and one offer so it sounds specific, not generic.

Triggers

  • "write copy" / "hero copy" / "rewrite this section"
  • "headline" / "subhead"
  • "value proposition" / "CTA copy"
  • "make this convert"

Inputs

  • Audience (who, and the problem they have) and the offer/product
  • Page/section type (hero, features, pricing, CTA band, about)
  • Desired tone (or pull from a design system / brand voice)
  • Primary conversion action

Steps

  1. Anchor. State the one audience, their core pain, and the single desired action. All copy serves these three.
  2. Lead with outcome, not feature. Draft the headline as the result the user gets; the subhead earns belief; the body proves it.
  3. Write the set for the section type:
    • Hero: headline + subhead + primary CTA (+ optional risk-reducer microcopy).
    • Features: benefit-led blocks (benefit → how → proof), not feature lists.
    • CTA band: a verb-first button label + one friction-reducing line.
  4. Apply the rules: one primary CTA, benefit before feature, concrete over vague, no jargon, headline readable in ~3 seconds, match search/ad intent.
  5. Offer 2–3 headline variants at different angles (outcome / objection / curiosity) so the user can A/B later.
  6. Pass to design-cro to pressure-test the result, or hand into a build brief (blast-prompt Blueprint section).

Outputs

  • Section-ready copy (headline, subhead, body, CTA, microcopy)
  • 2–3 headline variants tagged by angle
  • Notes on any claim that needs proof/substantiation before publishing

Dependencies

  • None required (pure method).

Notes

Related skills: design-cro (pressure-tests the copy), blast-prompt (carries the copy into a build brief), design-system-gen (tone) — composed, not hard-depended (one-directional graph; keeps the copywriting↔design-cro edge out of Dependencies).

Truth-in-copy: don't write claims the client can't back up. Flag any performance/outcome claim that needs a citation or disclaimer before it ships.

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