Copywriting

{
  "schema_version": "2.0",
  "meta": {
    "generated_at": "2026-01-19T22:31:00.186Z",
    "slug": "coreyhaines31-copywriting",
    "source_url": "https://github.com/coreyhaines31/marketingskills/tree/main/skills/copywriting",
    "source_ref": "main",
    "model": "claude",
    "analysis_version": "3.0.0",
    "source_type": "community",
    "content_hash": "fcdba6022b02da05d9f137604fb222d21f49c99ab351eead0217db55d84748d7",
    "tree_hash": "463792be47a460d718a609bc10ba94ce61911d327b5c5931040f028586e8d605"
  },
  "skill": {
    "name": "copywriting",
    "description": "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,' or 'CTA copy.' For email copy, see email-sequence. For popup copy, see popup-cro.",
    "summary": "Write clear, compelling marketing copy for landing pages, homepages, pricing pages, and feature pages using proven conversion copywriting frameworks.",
    "icon": "✍️",
    "version": "1.0.0",
    "author": "coreyhaines31",
    "license": "MIT",
    "category": "writing",
    "tags": [
      "marketing",
      "conversion",
      "landing-pages",
      "headlines",
      "cta"
    ],
    "supported_tools": [
      "claude",
      "codex",
      "claude-code"
    ],
    "risk_factors": []
  },
  "security_audit": {
    "risk_level": "safe",
    "is_blocked": false,
    "safe_to_publish": true,
    "summary": "Static analysis flagged 16 benign patterns in SKILL.md markdown content. All findings are false positives triggered by copywriting terminology (headline formulas, action phrases). The file contains only marketing copy guidance with no executable code, network calls, or security-sensitive patterns. Safe for publication.",
    "risk_factor_evidence": [],
    "critical_findings": [],
    "high_findings": [],
    "medium_findings": [],
    "low_findings": [],
    "dangerous_patterns": [],
    "files_scanned": 1,
    "total_lines": 456,
    "audit_model": "claude",
    "audited_at": "2026-01-19T22:31:00.186Z"
  },
  "content": {
    "user_title": "Write High-Converting Marketing Copy",
    "value_statement": "Marketing copy that fails to convert costs businesses millions in lost revenue. This skill provides proven frameworks for writing clear, compelling copy that drives action across any page type.",
    "seo_keywords": [
      "copywriting",
      "marketing copy",
      "landing page copy",
      "CTA copy",
      "headline formulas",
      "conversion copy",
      "sales copy",
      "product copy",
      "Claude",
      "Codex",
      "Claude Code"
    ],
    "actual_capabilities": [
      "Write marketing copy for homepages, landing pages, pricing pages, feature pages, and about pages",
      "Apply proven headline formulas to create attention-grabbing titles",
      "Structure pages with proven conversion frameworks (hero, social proof, benefits, CTA)",
      "Write compelling CTAs that drive action rather than generic button text",
      "Create benefit-focused copy that connects features to customer outcomes",
      "Add social proof and objection handling sections to increase trust"
    ],
    "limitations": [
      "Does not write email marketing copy (use email-sequence skill instead)",
      "Does not create popup or modal copy (use popup-cro skill instead)",
      "Does not optimize page layout or CRO strategy (use page-cro skill instead)",
      "Does not write technical documentation or product specifications"
    ],
    "use_cases": [
      {
        "title": "Create a Landing Page from Scratch",
        "description": "Write complete landing page copy including headline, subheadline, hero section, benefits, social proof, and CTA sections using proven conversion frameworks.",
        "target_user": "Marketers, founders, and growth teams who need to launch landing pages quickly"
      },
      {
        "title": "Improve Existing Page Copy",
        "description": "Analyze and rewrite weak copy on existing pages to increase clarity, engagement, and conversion rates with better headlines and CTAs.",
        "target_user": "Conversion rate optimizers and marketing managers improving underperforming pages"
      },
      {
        "title": "Generate Multiple Headline Options",
        "description": "Create 2-3 headline variations for any page using tested formulas, each with rationale explaining why it works.",
        "target_user": "Copywriters and designers who need headline options for A/B testing"
      }
    ],
    "prompt_templates": [
      {
        "title": "Basic Landing Page Copy",
        "prompt": "Write marketing copy for a [page type: homepage/landing page/pricing page/about page/feature page].\n\nContext:\n- Page purpose: [describe the primary goal]\n- Target audience: [describe who this is for]\n- Main value proposition: [describe what makes this unique]\n- Primary CTA: [describe the desired action]\n- Proof points available: [list any metrics, testimonials, or social proof]\n\nPlease provide:\n1. Headline and subheadline\n2. Hero section body copy\n3. Key benefits (3-5)\n4. Social proof section\n5. Final CTA with risk reversal\n\nInclude annotations explaining your choices.",
        "scenario": "When you need complete page copy for a new or existing page"
      },
      {
        "title": "Headline Only",
        "prompt": "Create 3 headline options for a [page type] about [product/service].\n\nTarget audience: [describe who you're speaking to]\nMain pain point: [describe the problem they face]\nKey benefit: [describe the transformation you offer]\n\nFor each headline:\n- Use a different formula (outcome-focused, question, how-to, or social proof)\n- Explain why it would work for this audience\n- Note which formula you used",
        "scenario": "When you only need headline options for a page"
      },
      {
        "title": "CTA Improvement",
        "prompt": "These CTAs are weak. Rewrite them to be more specific and action-oriented.\n\nCurrent CTAs:\n1. [weak CTA 1]\n2. [weak CTA 2]\n3. [weak CTA 3]\n\nContext:\n- What users get: [describe the specific value]\n- Action type: [trial/demo/download/signup]\n\nRewrite each CTA following the formula: Action + Specific Value + Qualifier if needed.",
        "scenario": "When you need to improve generic CTAs to drive more clicks"
      },
      {
        "title": "Page Copy Audit",
        "prompt": "Review this page copy and identify issues:\n\n[paste current copy here]\n\nPage type: [describe what kind of page this is]\nPrimary goal: [what action do you want visitors to take?]\n\nAnalyze for:\n1. Clarity issues (vague language, jargon, complex sentences)\n2. Missing elements (no social proof, benefits unclear)\n3. Weak headlines or CTAs\n4. Flow problems (logical gaps between sections)\n\nProvide specific rewrite suggestions with rationale.",
        "scenario": "When auditing existing copy for conversion improvements"
      }
    ],
    "output_examples": [
      {
        "input": "Write homepage copy for a project management tool for remote teams. Target audience is project managers at startups. Main pain point is coordinating async work across time zones. Primary CTA is Start Free Trial.",
        "output": "HEADLINE: Stop the async scramble. Keep your distributed team aligned without the meetings.\n\nSUBHEADLINE: One dashboard shows every task, deadline, and dependency across time zones. No more 'did you see my message?' just clear work, delivered on time.\n\nPRIMARY CTA: Start Free Trial\n\nSOCIAL PROOF BAR: 500+ remote-first teams trust [Tool] to keep async work on track.\n\nPROBLEM SECTION: You know the feeling. It's 9 AM your time, 6 PM theirs. You need an answer before tomorrow's standup, but your PM is offline. So you send another message, then another, hoping something sticks.\n\nBENEFITS SECTION: 1. See the full picture in one view - No more switching between Slack, email, and Trello to piece together what needs to get done. 2. Block time on everyone's calendar automatically - Respectful of time zones, not just yours. 3. Auto-status updates that actually work - Team members update their progress once; it flows to everyone who needs to know."
      },
      {
        "input": "Create 3 headline options for a budgeting app. Target audience is millennials who want to save. Pain point is not knowing where money goes. Key benefit is automatic expense tracking.",
        "output": "1. Never wonder where your money went again - Outcome-focused formula. Speaks directly to the pain of mysterious bank balances.\n\n2. Tired of guessing? Track spending automatically - Question formula that acknowledges frustration before offering solution.\n\n3. The budgeting app that actually works - Simple claim. Could strengthen by adding a specific number or result."
      },
      {
        "input": "Rewrite these weak CTAs: Submit, Sign Up, Learn More",
        "output": "1. Submit -> Start My Free Trial\n2. Sign Up -> Get Your Free Account\n3. Learn More -> See How It Works"
      }
    ],
    "best_practices": [
      "Lead with benefits, not features. Always connect what the product does to the outcome the customer gets.",
      "Use specific numbers and outcomes instead of vague claims. 'Save time' is weak; 'Cut weekly reporting from 4 hours to 15 minutes' is strong.",
      "Structure pages with a clear logical flow: hero value prop -> social proof -> problem -> solution -> benefits -> objections -> final CTA."
    ],
    "anti_patterns": [
      "Using generic CTAs like Submit, Sign Up, or Click Here that do not communicate value",
      "Burying the main benefit under qualifications, jargon, or excessive caveats",
      "Listing 10+ features instead of focusing on 3-5 key benefits with proof points"
    ],
    "faq": [
      {
        "question": "What page types does this skill support?",
        "answer": "This skill writes copy for homepages, landing pages, pricing pages, feature pages, about pages, and general marketing pages. For email sequences, use the email-sequence skill. For popup copy, use popup-cro."
      },
      {
        "question": "Does this skill create A/B test variations?",
        "answer": "The skill can generate alternative headlines and CTAs for testing. For full A/B test setup, use the ab-test-setup skill which provides proper test methodology and statistical guidance."
      },
      {
        "question": "Can this skill write technical product documentation?",
        "answer": "No. This skill focuses on marketing and conversion copy. For technical documentation, use the documentation skill which specializes in clear technical writing."
      },
      {
        "question": "How detailed should my request be?",
        "answer": "Provide the page type, target audience, main value proposition, desired CTA, and any proof points available. More context produces better, more targeted copy."
      },
      {
        "question": "Does this skill include SEO optimization?",
        "answer": "The skill can write meta titles and descriptions if requested, but focuses on conversion copy. For SEO content strategy, consider a dedicated SEO skill."
      },
      {
        "question": "Can I use this for competitor comparison pages?",
        "answer": "Yes. Include the key differentiators you want to highlight and the skill can structure comparison copy that positions your solution effectively."
      }
    ]
  },
  "file_structure": [
    {
      "name": "SKILL.md",
      "type": "file",
      "path": "SKILL.md",
      "lines": 456
    }
  ]
}