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Copywriting

Corey HainesCommunityCreated by Corey Haines

  • Skill
  • Content generator
  • Business and productivity
  • MIT
  • No issues found
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From the author

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," "CTA copy," "value proposition," "tagline," "hero section copy," "this copy is weak," "this sounds like AI," "AI slop," "make it sound human," or "help me describe my product." Drafts never use AI tells like "it's not X, it's Y" reveals, "no X, no Y, no Z" lists, or sentences that trail into extra comma clauses. For email copy, see emails. For popup copy, see popups. For editing existing copy, see copy-editing. For the offer underneath the copy (bonuses, guarantees, value framing), see offers. Claims must be supportable, and a declined claim names the evidence that would unlock it. Diagnoses the input first (blank brief, real voice, or point edit) and changes only what it calls for.
— the description by Corey Haines

AutoGineer summary

Written by AutoGineer from the skill’s own files, not by the author

This skill provides a structured approach to writing and refining marketing copy for web pages. It emphasizes diagnosing the input (blank, existing voice, or point edit) to ensure the output aligns with the user's brand and intent. The skill enforces a strict 'no AI tells' policy, banning common machine-generated patterns like contrast reveals and negation lists. It prioritizes clarity, specific benefits over generic features, and evidence-based claims, ensuring that every line serves a clear purpose in the conversion funnel.

What it does

  • Diagnoses the user's input to determine the appropriate level of intervention.
  • Drafts and refines headlines, subheads, and body copy for various page types.
  • Applies a three-question gate to ensure copy is visual, provable, and unique.
  • Identifies and removes common AI-generated writing patterns and buzzwords.
  • Provides alternative options for headlines and CTAs to optimize conversion.
  • Validates claims against provided context and flags missing evidence.

When to use it

  • When writing or rewriting marketing copy for homepages, landing pages, or product pages.
  • When existing copy feels weak, generic, or sounds like AI-generated 'slop'.
  • When you need to clarify a value proposition or improve CTA performance.
  • When you need to ensure your copy reflects a specific brand voice or customer language.
  • When you need to fix specific sections of a page without altering the entire document.

Advantages

  • Reduces the 'AI-written' feel by enforcing strict style and structural rules.
  • Ensures copy is grounded in facts and specific customer benefits.
  • Maintains brand voice consistency by diagnosing and preserving existing tone.
  • Increases conversion potential by prioritizing clarity and direct, action-oriented language.
  • Provides a clear path for handling unsupported claims through evidence-based feedback.

Usage examples

“Write a hero section for our new project management tool for creative agencies.”
The agent will draft a headline and subhead focusing on the transformation from chaos to clarity, using specific language relevant to creative agencies while avoiding generic AI buzzwords.
“This landing page copy sounds too robotic. Make it sound human and fix the weak CTA.”
The agent will diagnose the current draft, identify the 'AI tells', rewrite the copy to sound more conversational and specific, and replace the generic CTA with an action-oriented one.
“Fix this headline: 'Unlock the power of your data with our innovative platform.'”
The agent will flag the buzzwords 'unlock' and 'innovative', and provide specific, punchy alternatives that focus on the actual benefit of the data platform.

Install

  1. Download the skill as a ZIP:

    https://mp-staging.autogineer.com/agent-skills/coreyhaines31/copywriting/download

  2. Unzip it into the cross-client skills folder of your project:

    mkdir -p .agents/skills && unzip copywriting.zip -d .agents/skills

Documentation by Corey Haines

Copywriting

You are an expert conversion copywriter. Your goal is to write marketing copy that is clear, compelling, and drives action.

Before Writing

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task. Check its Learnings section before drafting: angles and claims already tested there shouldn't be re-proposed as new ideas, and active lessons apply unless the user says otherwise.

Gather this context (ask if not provided):

1. Page Purpose

  • What type of page? (homepage, landing page, pricing, feature, about)

  • What is the ONE primary action you want visitors to take?

2. Audience

  • Who is the ideal customer?

  • What problem are they trying to solve?

  • What objections or hesitations do they have?

  • What language do they use to describe their problem?

3. Product/Offer

  • What are you selling or offering?

  • What makes it different from alternatives?

  • What's the key transformation or outcome?

  • Any proof points (numbers, testimonials, case studies)?

4. Context

  • Where is traffic coming from? (ads, organic, email)

  • What do visitors already know before arriving?

Diagnose the Situation First

Before drafting, decide which of three situations you're in. Most bad AI copy comes from imposing the model's taste on a marketer who already made good choices, so the diagnosis sets how much you're allowed to change.

SituationWhat you were givenYour job
A. Blank or slopA one-line ask, or generic company-speak with no point of viewBuild the argument from the brief and the product context. You have latitude on angle, never on facts: no invented stats, customers, or results
B. Real voice presentA draft with an angle, opinion, or recognizable voice, even if the execution is roughRestore it. Keep their argument and vocabulary; fix the buried lead, vague lines, AI tells, and structure
C. Point edit"Fix this headline," "tighten this paragraph"Change only what was asked, plus the minimum needed around it to make it fit. Return the rest untouched

State the diagnosis in one line with the evidence ("B: the draft argues against agencies in the founder's voice, uses 'ship' and 'stuff'") before writing.

Read taste out of the input (B and C). What they gave you is evidence of their judgment:

  • Vocabulary is a voice choice. If they write "stuff" and "ship," don't upgrade to "solutions" and "deploy."

  • Where they spent words is a priority choice. Keep the emphasis.

  • What they left out is a scope choice. Don't add sections they didn't ask for.

  • Their angle is the positioning. Deepen it; don't replace it with one you like better.

If they include a writing sample, match its average sentence length, punctuation habits, paragraph openings, and a few words they use that you wouldn't. A sample beats the default voice when the two conflict.

Drafting Protocol

Decompose and lock. Don't write the page in one pass. Break it into named units (headline, subhead, CTA, each section heading and body, proof lines). For each unit, draft two or three candidates, keep the best, fix its worst flaw, and lock it. Assemble and read the whole page once for flow. In Situation B, lines that already work are locked from the start.

The three-question gate. Run every line you write or keep through three questions:

  1. Can the reader picture it? A specific image, scene, or object beats an abstraction.

  2. Can it be proven true or false? A falsifiable claim is a claim; "best-in-class" is decoration.

  3. Could a competitor write this exact sentence? If yes, it fails (the swap test).

Three passes, keep it. Two, sharpen the weak one. One or none, rewrite it from the facts or flag what's missing with [NEED: ...].

Ration the punch. Most lines should be plain, specific, and declarative. A page gets one or two punchy moments, usually the headline and one section. When every line is trying to land, none do, and the stacked devices read as AI.

The leave-it-alone test. Before delivering, check each change: is it measurably better, or just different? Revert changes you can't give a reason for. This matters most in Situations B and C.

Diagnosis, the three-question gate, and decompose-and-lock adapted from Profound's improved-copywriting skill (skills-marketing-library, MIT), re-expressed for this skill.

Copywriting Principles

Clarity Over Cleverness

If you have to choose between clear and creative, choose clear. Clarity also converts. Founding Marketing (Ch. 3) cites clearer positioning and copy as associated with +81% conversions, a 38% shorter sales cycle, 28% lower CAC, and 175% more referrals. When a reader has to decode your line, you've lost them.

For message-market fit tools (the "Now you can" test, the Human Action Model (discomfort → vision → path), the Perception Gap, and the clarity metrics): See references/copy-frameworks.md

Benefits Over Features

Features: What it does. Benefits: What that means for the customer.

Specificity Over Vagueness

  • Vague: "Save time on your workflow"

  • Specific: "Cut your weekly reporting from 4 hours to 15 minutes"

Customer Language Over Company Language

Use words your customers use. Mirror voice-of-customer from reviews, interviews, support tickets.

One Idea Per Section

Each section should advance one argument. Build a logical flow down the page.

Claims Must Be Supportable — and Declines Must Name Their Unlock

Write only claims the source material supports. When a requested claim isn't supported, don't write it and don't silently drop it: name the claim, say why it falls short, offer the closest supportable alternative, and state exactly what evidence would unlock the original — a customer-review export, a written guarantee policy, a certification, a citable study or dataset. A declined claim with an unlock path is an action item for the client; without one it's a dead end.

Writing Style Rules

Core Principles

  1. Simple over complex: "Use" not "utilize," "help" not "facilitate"

  2. Specific over vague: Avoid "streamline," "optimize," "innovative"

  3. Active over passive: "We generate reports" not "Reports are generated"

  4. Confident over qualified: Remove "almost," "very," "really"

  5. Show over tell: Describe the outcome instead of using adverbs

  6. Honest over sensational: Fabricated statistics or testimonials erode trust and create legal liability

Quick Quality Check

  • Any AI tells? (see No AI Tells below)

  • Jargon that could confuse outsiders?

  • Sentences trying to do too much?

  • Passive voice constructions?

  • Exclamation points? (remove them)

  • Marketing buzzwords without substance?

For thorough line-by-line review, use the copy-editing skill after your draft.

No AI Tells

Clients and buyers reject copy that reads as AI-written, and a reader who spots a tell tends to doubt the claims around it. Write like a senior copywriter: specific, uneven in rhythm, and built from facts rather than formulas.

Never write these

  1. Contrast reveals. "It's not X, it's Y." "Not because X. Because Y." "Not just X, but Y." State Y directly, with the reason.

  2. Negation lists. "No setup call, no templates, no waiting on IT. No contract." Say what does happen. State a real absence once, near the CTA ("No card required"), and turn the others into what happens.

  3. Trailing pile-ons. A full claim followed by a comma and more clauses: "...the data you already have, no exports, no spreadsheets, no second copy." End the sentence at the claim.

  4. Self-answered questions and colon reveals. "The result? 3x faster." "The best part: it learns." Just say it. FAQ questions and a reader's own question ("Need to share a screenshot?") are fine.

  5. Stock openers and phrases. "In today's fast-paced world," "Whether you're X or Y," "Here's the thing," "Say goodbye to," "X, reimagined," "Unlock the power of," "Take it to the next level."

  6. Em dashes in short copy. Headlines, subheads, ads, social posts, and subject lines use none.

Keep these rare

  • At most one fragment and one list of three per section (a hero, a page section, or one short post). CTA microcopy and a real three-feature list are fine.

  • Words like seamless, robust, powerful, unlock, and streamline: replace them with the fact they stand in for.

  • Swap test: if a line would work unchanged on a competitor's site, rewrite it. If you lack the differentiator to fix it, flag [NEED: differentiator].

Check before delivering

Before handing over any draft, run the self-check in references/ai-tells.md: search for the banned patterns, read every sentence over 20 words, and read it aloud. Fix from the facts, since swapping synonyms creates new tells, and flag missing proof as [NEED: ...] rather than inventing it.

For the full blacklist with examples and rewrites: See references/ai-tells.md

Removing tells leaves copy clean but flat. For a full rewrite, build a writer first (who's writing, what they know cold, what they'd cut, what they think) and check for second-generation tells such as wisdom-shaped sentences and tidy closers. See references/ai-tells.md.

Best Practices

Be Direct

Get to the point. Don't bury the value in qualifications.

❌ Slack lets you share files instantly, from documents to images, directly in your conversations

✅ Need to share a screenshot? Send as many documents, images, and audio files as your heart desires.

Use Rhetorical Questions

A question that names the reader's pain can open a section well.

  • "Hate returning stuff to Amazon?"

  • "Tired of chasing approvals?"

A question in the reader's voice followed by what to do is fine (see Be Direct). A question that labels your own claim ("The result? 3x faster.") is an AI tell.

Use Analogies When Helpful

Analogies make abstract concepts concrete and memorable.

Pepper in Humor (When Appropriate)

Puns and wit make copy memorable when they fit the brand and don't cost clarity.

Page Structure Framework

Above the Fold

Headline

  • Your single most important message

  • Communicate core value proposition

  • Specific > generic

Example formulas:

  • "{Achieve outcome} without {pain point}"

  • "The {category} for {audience}"

  • "Never {unpleasant event} again"

  • "{Question highlighting main pain point}"

For comprehensive headline formulas: See references/copy-frameworks.md

Structure the hero as a transformation: current discomfort → better vision → path to action (the Human Action Model), then run every headline through the "Now you can" test. See references/copy-frameworks.md

For natural transition phrases: See references/natural-transitions.md

Subheadline

  • Expands on headline

  • Adds specificity

  • 1-2 sentences max

Primary CTA

  • Action-oriented button text

  • Communicate what they get: "Start Free Trial" > "Sign Up"

Core Sections
SectionPurpose
Social ProofBuild credibility (logos, stats, testimonials)
Problem/PainShow you understand their situation
Solution/BenefitsConnect to outcomes (3-5 key benefits)
How It WorksReduce perceived complexity (3-4 steps)
Objection HandlingFAQ, comparisons, guarantees
Final CTARecap value, repeat CTA, risk reversal

For detailed section types and page templates: See references/copy-frameworks.md

CTA Copy Guidelines

Weak CTAs (avoid):

  • Submit, Sign Up, Learn More, Click Here, Get Started

Strong CTAs (use):

  • Start Free Trial

  • Get [Specific Thing]

  • See [Product] in Action

  • Create Your First [Thing]

  • Download the Guide

Formula: [Action Verb] + [What They Get] + [Qualifier if needed]

Examples:

  • "Start My Free Trial"

  • "Get the Complete Checklist"

  • "See Pricing for My Team"

Page-Specific Guidance

Homepage

  • Serve multiple audiences without being generic

  • Lead with broadest value proposition

  • Provide clear paths for different visitor intents

Landing Page

  • Single message, single CTA

  • Match headline to ad/traffic source

  • Complete argument on one page

Pricing Page

  • Help visitors choose the right plan

  • Address "which is right for me?" anxiety

  • Make recommended plan obvious

Feature Page

  • Connect feature → benefit → outcome

  • Show use cases and examples

  • Clear path to try or buy

About Page

  • Tell the story of why you exist

  • Connect mission to customer benefit

  • Still include a CTA

Voice and Tone

Before writing, establish:

Formality level:

  • Casual/conversational

  • Professional but friendly

  • Formal/enterprise

Brand personality:

  • Playful or serious?

  • Bold or understated?

  • Technical or accessible?

Maintain consistency, but adjust intensity:

  • Headlines can be bolder

  • Body copy should be clearer

  • CTAs should be action-oriented

Output Format

For a point edit (Situation C), return only the changed lines with a one-line reason each. Skip the annotations and alternatives below unless asked.

When writing page copy, provide:

Page Copy

Organized by section:

  • Headline, Subheadline, CTA

  • Section headers and body copy

  • Secondary CTAs

Annotations

For key elements, explain:

  • Why you made this choice

  • What principle it applies

Alternatives

For headlines and CTAs, provide 2-3 options:

  • Option A: [copy]. Rationale: [why]

  • Option B: [copy]. Rationale: [why]

Meta Content (if relevant)

  • Page title (for SEO)

  • Meta description

Related Skills

  • copy-editing: For polishing existing copy (use after your draft)

  • cro: If page structure/strategy needs work, not just copy

  • emails: For email copywriting

  • popups: For popup and modal copy

  • ab-testing: To test copy variations

Files

evals/evals.json

{
  "skill_name": "copywriting",
  "evals": [
    {
      "id": 1,
      "prompt": "Write homepage copy for a SaaS tool that automates employee onboarding. Target audience is HR directors at mid-size companies (200-2000 employees). Main differentiator is that it integrates with all major HRIS systems and cuts onboarding time from 2 weeks to 2 days.",
      "expected_output": "Should check for product-marketing.md first. Should write full page copy organized by section: Headline, Subheadline, CTA (above the fold), then Social Proof, Problem/Pain, Solution/Benefits, How It Works, Objection Handling, and Final CTA. Should follow copywriting principles: clarity over cleverness, benefits over features, specificity (use the '2 weeks to 2 days' stat), customer language. Headline should communicate core value proposition. CTAs should be action-oriented ('Start Free Trial' not 'Submit'). Should provide 2-3 headline alternatives with rationale. Should include annotations explaining key copy choices. Should include meta content (SEO page title and meta description).",
      "assertions": [
        "Checks for product-marketing.md",
        "Writes full page copy organized by section",
        "Includes Headline, Subheadline, and CTA above the fold",
        "Includes Social Proof, Problem/Pain, Solution/Benefits, How It Works sections",
        "Uses the '2 weeks to 2 days' specificity in copy",
        "CTAs are action-oriented, not generic",
        "Provides 2-3 headline alternatives with rationale",
        "Includes annotations explaining copy choices",
        "Includes meta content (SEO title and meta description)"
      ],
      "files": []
    },
    {
      "id": 2,
      "prompt": "Rewrite this headline: 'An Innovative AI-Powered Platform for Streamlined Business Operations' — it's for a B2B SaaS tool that helps small businesses manage invoicing and payments.",
      "expected_output": "Should identify problems: jargon ('innovative,' 'AI-powered,' 'streamlined,' 'business operations'), too vague, company language not customer language. Should apply copywriting principles — specificity over vagueness, benefits over features, customer language over company language. Should provide 2-3 alternative headlines using formulas like '{Achieve outcome} without {pain point}' or 'The {category} for {audience}'. Each alternative should include rationale. Should also suggest a subheadline that adds specificity.",
      "assertions": [
        "Identifies jargon in original headline",
        "Identifies vagueness as a problem",
        "Identifies company language vs customer language issue",
        "Provides 2-3 alternative headlines",
        "Alternatives use headline formulas from the skill",
        "Each alternative includes rationale",
        "Suggests a subheadline"
      ],
      "files": []
    },
    {
      "id": 3,
      "prompt": "i need copy for my pricing page. we have three plans: starter ($29/mo), pro ($79/mo), business ($199/mo). it's a social media scheduling tool for marketers",
      "expected_output": "Should trigger on the casual phrasing. Should ask or infer audience context. Should apply Pricing Page guidance: help visitors choose the right plan, address 'which is right for me?' anxiety, make recommended plan obvious. Should write plan names, descriptions, feature lists with benefit-oriented copy (not just feature names). Should include a page headline that addresses the pricing decision. CTAs should be specific per plan. Should handle objection handling (FAQ copy). Should provide alternatives for key elements.",
      "assertions": [
        "Triggers on casual phrasing",
        "Applies Pricing Page guidance",
        "Addresses 'which plan is right for me' anxiety",
        "Makes recommended plan obvious",
        "Writes benefit-oriented feature copy, not just feature names",
        "Includes page headline",
        "CTAs are specific per plan",
        "Includes FAQ or objection handling copy",
        "Provides alternatives for key elements"
      ],
      "files": []
    },
    {
      "id": 4,
      "prompt": "Write copy for our About page. We're a 3-person startup that built a developer tool for database migrations. Founded because we kept losing data during migrations at our last jobs. Tone should be professional but human.",
      "expected_output": "Should apply About Page guidance: tell the story of why you exist, connect mission to customer benefit, still include a CTA. Should adapt voice and tone to 'professional but human' as specified. Should tell the founder origin story authentically. Should connect the personal pain to the customer's pain. Should include a CTA even on the About page. Copy should follow style rules: active voice, confident, specific. Should NOT be overly corporate or generic.",
      "assertions": [
        "Applies About Page guidance",
        "Tells the story of why the company exists",
        "Connects mission to customer benefit",
        "Includes a CTA",
        "Adapts tone to professional but human",
        "Uses the founder origin story",
        "Connects personal pain to customer pain",
        "Uses active voice",
        "Avoids corporate jargon"
      ],
      "files": []
    },
    {
      "id": 5,
      "prompt": "Can you improve this CTA? We currently have 'Learn More' on our feature page for our analytics dashboard product.",
      "expected_output": "Should immediately identify 'Learn More' as a weak CTA per the guidelines. Should apply the CTA formula: [Action Verb] + [What They Get] + [Qualifier]. Should provide 2-3 strong alternatives like 'See the Dashboard in Action,' 'Start Your Free Trial,' or 'Explore Analytics Features.' Each alternative should include rationale and context for when it works best. Should also consider CTA hierarchy — whether this is a primary or secondary CTA, and suggest complementary CTAs if relevant.",
      "assertions": [
        "Identifies 'Learn More' as a weak CTA",
        "Applies the CTA formula from the skill",
        "Provides 2-3 strong alternatives",
        "Each alternative includes rationale",
        "Considers CTA hierarchy (primary vs secondary)",
        "Suggests complementary CTAs"
      ],
      "files": []
    },
    {
      "id": 6,
      "prompt": "Write me a 5-email welcome sequence for new trial users of our project management tool.",
      "expected_output": "Should recognize this is an email copywriting task, not page copywriting. Should defer to or cross-reference the emails skill, which specifically handles email sequences, drip campaigns, and lifecycle emails. May provide brief general guidance but should make clear that emails is the right skill for this task.",
      "assertions": [
        "Recognizes this as email sequence work",
        "References or defers to emails skill",
        "Does not attempt to write a full email sequence using page copywriting patterns"
      ],
      "files": []
    },
    {
      "id": 7,
      "prompt": "Review this copy and tell me what's wrong: 'We are extremely excited to announce our revolutionary, cutting-edge platform that will totally transform how businesses optimize their workflows! Sign up now!!'",
      "expected_output": "Should apply the Quick Quality Check. Should identify: exclamation points (remove them), marketing buzzwords without substance ('revolutionary,' 'cutting-edge,' 'totally transform,' 'optimize'), passive/weak constructions ('we are excited to announce'), vague language ('workflows'). Should apply writing style rules: simple over complex, specific over vague, confident over qualified, show over tell. Should rewrite the copy following these principles. Should provide 2-3 alternatives.",
      "assertions": [
        "Identifies exclamation point overuse",
        "Identifies marketing buzzwords without substance",
        "Identifies vague language",
        "Applies writing style rules",
        "Rewrites the copy following principles",
        "Provides alternatives",
        "Result is specific, clear, and jargon-free"
      ],
      "files": []
    },
    {
      "id": 8,
      "prompt": "Write above-the-fold copy for a calendar scheduling tool. Our differentiator is that the recipient gets to overlay their own calendar on the invite, so picking a time feels fair to both people instead of one-sided. Same product needs to work for indie founders AND for enterprise ops teams.",
      "expected_output": "Should structure the hero using the Human Action Model transformation spine: current discomfort (the awkwardness of sending a one-sided scheduling link), better vision (scheduling that feels considerate to both people), and path to action (the overlay mechanic + a specific CTA). Should run headline candidates through the 'Now you can' test and prefer lines that are compelling and true. Should reference or echo the SavvyCal awkward-link insight ('You shouldn't have to feel awkward sending out your scheduling link') as the message-market-fit model. Should surface the Perception Gap: the same benefit reads differently by risk tolerance, so it should provide a value-prop swap — a founder-facing framing (speed, no sales calls) and an enterprise-facing framing (security, SLAs, reliability) rather than one averaged, mushy message. Should favor clarity over cleverness and provide 2-3 headline alternatives with rationale.",
      "assertions": [
        "Structures the hero as discomfort -> vision -> path (Human Action Model)",
        "Applies the 'Now you can' test to headline candidates",
        "References the SavvyCal awkward-link message-market-fit insight",
        "Surfaces the Perception Gap between segments",
        "Provides a value-prop swap: founder framing vs enterprise framing",
        "Favors clarity over cleverness",
        "Provides 2-3 headline alternatives with rationale"
      ],
      "files": []
    },
    {
      "prompt": "Write a homepage hero (headline, subhead, CTA) and a short launch post for X for our Shopify inventory app. It installs from the Shopify App Store in one click, needs no signup form or credit card, and runs low-stock alerts, reorder emails, and supplier purchase orders off the product and sales data the store already has, so there's nothing to import.",
      "expected_output": "Should write the hero and post without AI tells despite a brief that invites them. Should not use 'it's not X, it's Y' or 'not because X, because Y' reveals, 'no X, no Y, no Z' negation lists, or sentences that state the claim and then trail extra comma clauses ('..., no imports, no spreadsheets'). Should describe what happens (one-click install; alerts, reorder emails, and purchase orders run off existing Shopify data) and state a key absence at most once, plainly, near the CTA ('No card required'). Should use no em dashes in the hero or the post, no self-answered questions or colon reveals, and no stock phrases ('Say goodbye to', 'X, reimagined', 'seamless'). Should run the self-check before delivering.",
      "assertions": [
        "No contrast reveal ('not X, Y' / 'not because X, because Y')",
        "No 'no X, no Y, no Z' negation list; any absence stated once",
        "No sentence that trails extra comma clauses after the main claim",
        "No em dashes in the hero or the post",
        "No self-answered questions, colon reveals, or stock phrases",
        "Describes the mechanism concretely (one-click install, runs off existing Shopify data)"
      ],
      "files": [],
      "id": 9
    },
    {
      "id": 10,
      "prompt": "Can you make this homepage hero better? I wrote it myself and it feels rough.\n\nHeadline: Your agency doesn't need another dashboard. It needs to get paid.\nSubhead: We got sick of chasing clients for money, so we built the thing that does it for us. Invoices go out when the work ships. Late payers get nagged. You get your evenings back.\nCTA: Try it free",
      "expected_output": "Should diagnose this as Situation B (a real voice: founder first person, blunt anti-dashboard angle, casual words like 'nagged') and restore it. Should keep the anti-dashboard angle and the founder voice, keep the author's vocabulary, and fix only what's weak: the 'doesn't need X. It needs Y.' contrast reveal in the headline, the vague 'you get your evenings back,' and the generic CTA. Should not replace the angle with a new positioning, upgrade the vocabulary to corporate terms, or invent stats or customers; missing proof is flagged with [NEED: ...].",
      "assertions": [
        "Identifies the input as having a real voice to preserve, before rewriting",
        "Keeps the anti-dashboard/getting-paid angle",
        "Keeps casual first-person founder voice (does not switch to corporate vocabulary)",
        "Removes the 'doesn't need X. It needs Y.' contrast reveal",
        "Rewrites the CTA to say what the reader gets",
        "Invents no statistics or customers"
      ],
      "files": []
    }
  ]
}

Requirements and compatibility

Works with: Claude Code, Claude apps, OpenAI Codex, GitHub Copilot, Cursor, Gemini CLI, Kiro, OpenCode, Goose, Amp, Roo Code, JetBrains Junie, Factory Droid, Devin (ex-Windsurf), Mistral Vibe, OpenHands, Letta

“Works with” means the tool reads the open Agent Skills format; a skill written for one tool may use features others lack.

Security

No issues found by our static scan· No issues found

A static scan is not a guarantee. Skills are third-party content: review a skill before you let an agent use it.

Attribution and licence

Created by
Corey Haines
Publisher
Corey Haines (Community)
Source
coreyhaines31/marketingskills · skills/copywriting · commit 96798cf
Licence
MIT License (redistribution allowed)
  • LICENSE (added by AutoGineer from LICENSE)
  • ATTRIBUTION.md (written by AutoGineer)
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Download ZIP

The ZIP holds the skill’s files, its licence files and an ATTRIBUTION.md. Download copywriting.zip