Copywriting

Make the reader's decision easier with relevant specifics and traceable proof. Treat voice and factual accuracy as separate editing jobs; better prose does not repair an invented claim.

Establish one reader and one decision

Use the brief, product, permitted customer material, and supplied examples before asking questions. Name the reader, traffic source, what they already know, what they are skeptical about, and the next useful action. Awareness belongs to the incoming audience; cold social and branded search need different opening lines.

Capture the real offer and terms, actual capability, voice, format constraints, objections, and available proof. Keep unknowns visible in a working fact sheet. Do not force a long questionnaire when a useful draft can proceed from verified material.

Research before drafting

1. Read the actual product, service, listing, or deliverable. Use permitted customer questions, reviews, inquiries, support tickets, or sales notes to identify language and objections. Competitor reviews can suggest a question; they cannot prove this offer delivers.
2. Study relevant original public examples when research can improve the result. Keep URLs and brief observations about the hook, structure, proof, and action. Study the mechanism without copying prose or treating views, likes, or a self-reported case study as conversion evidence.
3. Verify time-sensitive facts and high-stakes claims with current primary sources. Inspect the source itself, its scope and date, and whether it actually supports the intended wording. Do not repeat a statistic because many articles cite one another.
4. Convert the evidence into a short message brief: reader's problem in their language → supported outcome → mechanism → proof → decision. Distinguish verified facts, customer reports, interpretations, and hypotheses.

Use only tools and material actually accessible in this session. If a source is unavailable, label the gap or omit the claim; do not invent what the research would have found.

Ground every specific

Never invent a testimonial, customer name, quote, price, trial period, date, metric, feature, award, research citation, result, scarcity, or deadline. Before including a concrete detail, identify where it came from and whether it may be used in this context.

Maintain a compact claim ledger for proof-heavy work:

Keep a missing detail explicit inside the working draft, such as {{NEEDS: actual offer terms}}. Do not leave placeholders in material presented as ready to publish. If a missing fact is nonessential, remove that claim and finish the copy. Ask for missing load-bearing facts while completing independent work.

Use customer quotes only with traceable wording, identity, context, and appropriate permission. Do not attach an invented quote to a real person, composite persona, or plausible name. Paraphrases must remain faithful and be labeled appropriately. Do not turn a competitor's results into this business's proof.

For advertising claims, reviews, or endorsements, consult current applicable primary guidance before publishing sensitive claims. The FTC advertising guidance and reviews and testimonials guidance are useful starting points for US work, not a substitute for checking the actual jurisdiction and context. Do not assert universal disclosure rules or fixed legal penalties from memory.

Draft the piece as a connected argument

1. Open with the useful idea or offer suited to the reader's awareness. Use a direct offer for an informed reader; give a skeptical reader enough concrete context to understand the problem.
2. State the supported benefit in familiar language, then explain how the product or service produces it. Prefer a demonstration or checkable detail to a broad adjective.
3. Use traceable proof where it answers a real doubt. Match evidence to the claim rather than adding decorative testimonials.
4. Address only relevant objections, and answer the ones raised. State material terms where the reader needs them.
5. Give one main decision and a clear next step. Include a lower-commitment route only when it helps someone who is not ready.

Adapt to the channel:

• Landing page: preserve the incoming promise; make the first screen understandable; connect the action to real fulfillment.
• Email or SMS: use a truthful subject or opening, real relationship context, one purpose, and an appropriate response path. Drafting does not authorize sending.
• Social post or video: earn attention with a concrete question, observation, or demonstration; deliver the promised point before the action. Do not infer results from reach alone.
• Real estate listing: verify property facts and listing status, describe features and experience accurately, and inspect wording, images, and targeting under current applicable housing and brokerage guidance. Avoid protected-class preferences, steering, invented amenities, or guaranteed financial outcomes.
• Lead magnet: deliver a complete useful result for a narrow question; make the next action naturally related to that result.

Edit for voice and reader comprehension

Replace generalities with supported details. Read the draft aloud and compare it with supplied real voice samples when available. Vary sentence and paragraph length naturally; use uncertainty language where the underlying claim is uncertain.

Cut repeated contrast formulas such as “not X, but Y,” artificial three-item rhythms, empty preambles, hype, and grand concluding uplift when they add no meaning. These are editorial checks, not a detector-avoidance formula. Do not impose a word blacklist or mechanical sentence quota that harms the reader's understanding.

Keep the useful tension or uncomfortable fact when evidence supports it. Do not polish away limitations, hide material terms, or make the copy more certain than the source.

Deliver and improve

Provide finished copy in the requested format, the most important source links or claim notes, and any unresolved facts that prevent publication. Provide alternatives only when they represent materially different angles; recommend one and explain the decision briefly.

For revisions, preserve verified facts and resolve the actual criticism rather than reskinning every sentence. Improve from real replies, customer feedback, calls, or observed funnel events. State sample size and denominator when interpreting results, and do not declare an A/B winner from inadequate evidence. Follow the user's existing authorization for publication or sending; this skill grants neither.