{"id":"dcdf9ddf-ffdb-4863-85ba-492a7e7e30f2","shortId":"CfNanX","kind":"skill","title":"copywriting","tagline":"Write rigorous, conversion-focused marketing copy for landing pages and emails. Enforces brief confirmation and strict no-fabrication rules.","description":"# Copywriting\n\n## Purpose\n\nProduce **clear, credible, and action-oriented marketing copy** that aligns with\nuser intent and business goals.\n\nThis skill exists to prevent:\n\n- writing before understanding the audience\n- vague or hype-driven messaging\n- misaligned CTAs\n- overclaiming or fabricated proof\n- untestable copy\n\nYou may **not** fabricate claims, statistics, testimonials, or guarantees.\n\n---\n\n## Operating Mode\n\nYou are operating as an **expert conversion copywriter**, not a brand poet.\n\n- Clarity beats cleverness\n- Outcomes beat features\n- Specificity beats buzzwords\n- Honesty beats hype\n\nYour job is to **help the right reader take the right action**.\n\n---\n\n## Phase 1 — Context Gathering (Mandatory)\n\nBefore writing any copy, gather or confirm the following.\nIf information is missing, ask for it **before proceeding**.\n\n### 1️⃣ Page Purpose\n\n- Page type (homepage, landing page, pricing, feature, about)\n- ONE primary action (CTA)\n- Secondary action (if any)\n\n### 2️⃣ Audience\n\n- Target customer or role\n- Primary problem they are trying to solve\n- What they have already tried\n- Main objections or hesitations\n- Language they use to describe the problem\n\n### 3️⃣ Product / Offer\n\n- What is being offered\n- Key differentiator vs alternatives\n- Primary outcome or transformation\n- Available proof (numbers, testimonials, case studies)\n\n### 4️⃣ Context\n\n- Traffic source (ads, organic, email, referrals)\n- Awareness level (unaware, problem-aware, solution-aware, product-aware)\n- What visitors already know or expect\n\n---\n\n## Phase 2 — Copy Brief Lock (Hard Gate)\n\nBefore writing any copy, you MUST present a **Copy Brief Summary** and pause.\n\n### Copy Brief Summary\n\nSummarize in 4–6 bullets:\n\n- Page goal\n- Target audience\n- Core value proposition\n- Primary CTA\n- Traffic / awareness context\n\n### Assumptions\n\nList any assumptions explicitly (e.g. awareness level, urgency, sophistication).\n\nThen ask:\n\n> “Does this copy brief accurately reflect what we’re trying to achieve?\n> Please confirm or correct anything before I write copy.”\n\n**Do NOT proceed until confirmation is given.**\n\n---\n\n## Phase 3 — Copywriting Principles\n\n### Core Principles (Non-Negotiable)\n\n- **Clarity over cleverness**\n- **Benefits over features**\n- **Specificity over vagueness**\n- **Customer language over company language**\n- **One idea per section**\n\nAlways connect:\n\n> Feature → Benefit → Outcome\n\n---\n\n## Writing Style Rules\n\n### Style Guidelines\n\n- Simple over complex\n- Active over passive\n- Confident over hedged\n- Show outcomes instead of adjectives\n- Avoid buzzwords unless customers use them\n\n### Claim Discipline\n\n- No fabricated data or testimonials\n- No implied guarantees unless explicitly stated\n- No exaggerated speed or certainty\n- If proof is missing, mark placeholders clearly\n\n---\n\n## Phase 4 — Page Structure Framework\n\n### Above the Fold\n\n**Headline**\n\n- Single most important message\n- Specific value proposition\n- Outcome-focused\n\n**Subheadline**\n\n- Adds clarity or context\n- 1–2 sentences max\n\n**Primary CTA**\n\n- Action-oriented\n- Describes what the user gets\n\n---\n\n### Core Sections (Use as Appropriate)\n\n- Social proof (logos, stats, testimonials)\n- Problem / pain articulation\n- Solution & key benefits (3–5 max)\n- How it works (3–4 steps)\n- Objection handling (FAQ, comparisons, guarantees)\n- Final CTA with recap and risk reduction\n\nAvoid stacking features without narrative flow.\n\n---\n\n## Phase 5 — Writing the Copy\n\nWhen writing copy, provide:\n\n### Page Copy\n\nOrganized by section with clear labels:\n\n- Headline\n- Subheadline\n- CTAs\n- Section headers\n- Body copy\n\n### Alternatives\n\nProvide 2–3 options for:\n\n- Headlines\n- Primary CTAs\n\nEach option must include a brief rationale.\n\n### Annotations\n\nFor key sections, explain:\n\n- Why this copy was chosen\n- Which principle it applies\n- What alternatives were considered\n\n---\n\n## Testability Guidance\n\nWrite copy with testing in mind:\n\n- Clear, isolated value propositions\n- Headlines and CTAs that can be A/B tested\n- Avoid combining multiple messages into one element\n\nIf the copy is intended for experimentation, recommend next-step testing.\n\n---\n\n## Completion Criteria (Hard Stop)\n\nThis skill is complete ONLY when:\n\n- Copy brief has been confirmed\n- Page copy is delivered in structured form\n- Headline and CTA alternatives are provided\n- Assumptions are documented\n- Copy is ready for review, editing, or testing\n\n---\n\n## Key Principles (Summary)\n\n- Understand before writing\n- Make assumptions explicit\n- One page, one goal\n- One section, one idea\n- Benefits before features\n- Honest claims only\n\n---\n\n## Final Reminder\n\nGood copy does not persuade everyone.\nIt persuades **the right person** to take **the right action**.\n\nIf the copy feels clever but unclear,  \nrewrite it until it feels obvious.\n\n## When to Use\nThis skill is applicable to execute the workflow or actions described in the overview.\n\n## Limitations\n- Use this skill only when the task clearly matches the scope described above.\n- Do not treat the output as a substitute for environment-specific validation, testing, or expert review.\n- Stop and ask for clarification if required inputs, permissions, safety boundaries, or success criteria are 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