# Copywriting — Marketing Skill for AI Agents

Conversion copy is clear before it's clever, and it leads with benefits (what a feature means for the customer) over features (what it does). Above the fold, the headline carries your single most important message, the subheadline adds specificity in 1-2 sentences, and the CTA says what the visitor gets ("Start Free Trial," not "Submit"). Below it, a logical flow: social proof, problem/pain, solution/benefits, how it works, objection handling, and a final CTA with risk reversal. Throughout, choose simple over complex, specific over vague ("cut reporting from 4 hours to 15 minutes"), active over passive, and the customer's own words over company jargon.

> Maintained by Corey Haines · v2.0.1 · Updated 2026-06-16

Install: `npx skills add coreyhaines31/marketingskills`
Source: https://github.com/coreyhaines31/marketingskills/tree/main/skills/copywriting

## When to use it

- "write copy for,"
- "improve this copy,"
- "rewrite this page,"
- "marketing copy,"
- "headline help,"
- "CTA copy,"
- "value proposition,"
- "tagline,"

## What's inside

**The playbook covers:** Copywriting Principles, Writing Style Rules, Best Practices, Page Structure Framework, CTA Copy Guidelines, Page-Specific Guidance, Voice and Tone, Output Format

### Reference library

- [Copy Frameworks Reference](https://github.com/coreyhaines31/marketingskills/blob/main/skills/copywriting/references/copy-frameworks.md) — Headline formulas, page section types, and structural templates.
- [Natural Transitions](https://github.com/coreyhaines31/marketingskills/blob/main/skills/copywriting/references/natural-transitions.md) — Transitional phrases to guide readers through your content. Good signposting improves readability, user engagement, and helps search engines understand content structure.

## Example

**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.

**Hero section**

Headline: Onboard new hires in 2 days, not 2 weeks
Subheadline: The employee onboarding platform that syncs with every major HRIS — so paperwork, provisioning, and training run themselves.
CTA: Start Your Free Trial

**Headline alternatives**

A) "Onboard new hires in 2 days, not 2 weeks" — leads with the outcome + specificity
B) "The onboarding platform built for HR teams that hate busywork" — {category} for {audience} formula
C) "Never chase an onboarding checklist again" — "Never {unpleasant event} again" formula

## FAQ

### What makes a strong marketing headline?

It communicates your single most important message and is specific enough to be meaningful. Proven formulas: "{Achieve outcome} without {pain point}," "The {category} for {audience}," "Never {unpleasant event} again," or a question that names the reader's main pain. Avoid jargon like "innovative" or "streamlined" — clarity beats cleverness every time.

### What's the difference between a feature and a benefit in copy?

A feature is what the product does; a benefit is what that means for the customer. "Integrates with all major HRIS systems" is a feature; "cut onboarding from 2 weeks to 2 days" is the benefit. Good copy bridges every feature to its outcome, ideally with a specific number or timeframe attached.

### Why are CTAs like 'Learn More' and 'Submit' weak?

They describe an action without communicating value, so they give the visitor no reason to click. Use the formula [Action Verb] + [What They Get] + [Qualifier]: "Start My Free Trial," "Get the Complete Checklist," "See Pricing for My Team." The button should tell people exactly what they're getting on the other side of the click.

## 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

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Canonical: https://marketing-skills.com/skills/copywriting