copywriting

> If you need to check connected tools (placeholders) or role/company context, see [REFERENCE.md](../../REFERENCE.md).

# Copywriting Skill

Guidelines for product copy and marketing copy: value propositions, feature descriptions, in-app and microcopy, headlines, CTAs, ad copy, landing page copy, and channel-specific copy (email, social).

## Data Sources

- **~~knowledge base~~** (if connected): Style guide, terminology, approved value props and headlines, tone guidelines. See [REFERENCE.md](../../REFERENCE.md).
- **Brand voice** (local settings or ~~knowledge base~~): Apply voice attributes, tone spectrum, and terminology consistently across product and marketing copy.

If no style guide is connected, ask the user for key guidelines or use clear, consistent, professional defaults.

## Product Copy

### Value propositions and feature descriptions

- **Benefit-first** — lead with what the user gains, not what the feature is
- **Concrete** — specific outcomes, numbers, or scenarios where possible
- **Scannable** — short sentences, bullets, one idea per block
- **Consistent** — use approved terms and positioning from ~~knowledge base~~ when available

### In-app copy and microcopy

- **Clear** — no jargon; one intended meaning
- **Concise** — minimal words; buttons 1–3 words where possible
- **Action-oriented** — verbs for buttons and links (e.g. "Save", "Continue", "Learn more")
- **Error and empty states** — explain what happened or what’s missing; suggest next step
- **Tone** — match product voice; friendly but not casual unless the brand allows

Use ~~knowledge base~~ for product voice and terminology; flag terms that conflict with style guide.

## Marketing Copy

### Headlines

- **Benefit or outcome** in under 10 words where possible
- **Keyword-inclusive** for SEO when relevant
- **Variants** — offer 2–3 options (e.g. benefit, curiosity, question)
- **Length** — 50–60 characters for titles; platform limits for social

### CTAs

- **Verb-first** — "Get started",