---
user-invocable: true
name: copywriting
description: Write marketing copy that converts - headlines, CTAs, value props
tokens: ~400
cloud-ok: true
---

# Copywriting
#claudeai

## When to Use
Writing or improving any marketing copy - landing pages, ads, emails, CTAs.

## What I Need
- What are you writing? (headline, page, ad, email)
- Who's the audience?
- What action do you want them to take?

## The Core Formula

**[Benefit] + [Specificity] + [Urgency/Curiosity]**

Not: "Improve your marketing"
But: "Get 3-5 qualified leads per week without hiring SDRs"

## Copy Frameworks

### Headlines (PAS)
**Problem:** Call out the pain
**Agitation:** Twist the knife
**Solution:** Present the relief

Example:
- Problem: "Tired of writing investor updates that take 3 hours?"
- Agitation: "While your competitors are building product..."
- Solution: "Write investor-ready updates in 10 minutes"

### Value Props (So What?)
After every claim, ask "so what?" until you hit emotion.

"We use AI" → So what?
"To automate your workflows" → So what?
"So you save 10 hours/week" → So what?
"So you can focus on what matters" → That's the copy.

### CTAs (Action + Benefit)
Not: "Submit" / "Learn More" / "Click Here"
But: "Get My Free Report" / "Start Saving Time" / "See Pricing"

## Quick Fixes

| Weak | Strong |
|------|--------|
| "We help companies..." | "You'll get..." |
| "Our solution..." | "[Specific result]..." |
| "Innovative platform" | "[What it actually does]" |
| "Learn more" | "[Specific next step]" |
| "Quality service" | "[Specific proof point]" |

## Process

### 1. Before Writing
- Who exactly is this for? (not "businesses")
- What do they want? (in their words)
- What's stopping them? (objections)
- What proof do we have? (specifics)

### 2. Write Ugly First
Get it down. Don't edit while writing.

### 3. Cut Ruthlessly
- Delete "that" (usually unnecessary)
- Delete "very" and "really"
- Delete "in order to" → use "to"
- Delete throat-clearing ("I think", "It's worth noting")

### 4. Read Aloud
If you stumble, rewrite.

## Output Format

```
## Copy: [What you're writing]

**Audience:** [Who]
**Goal:** [Action you want]

**Option A:**
[Copy version 1]

**Option B:**
[Copy version 2]

**Recommended:** [A or B] because [reason]
```

## Attribution
Framework adapted from Corey Haines' copywriting skill (MIT License)