# Copywriting

When the user wants to write, rewrite, or improve marketing copy for any page...

- Repository: https://github.com/coreyhaines31/marketingskills (57838 stars)
- Category: Design
- License: MIT
- Last updated: 2026-10-31
- Runs scripts: no, instructions only

## Install

Claude Code: `npx skills add coreyhaines31/marketingskills --skill copywriting -g -a claude-code -y`
Codex: `npx skills add coreyhaines31/marketingskills --skill copywriting -g -a codex -y`
Cursor: `npx skills add coreyhaines31/marketingskills --skill copywriting -g -a cursor -y`
Gemini CLI: `npx skills add coreyhaines31/marketingskills --skill copywriting -g -a gemini-cli -y`
Claude Code plugin marketplace: `/plugin marketplace add coreyhaines31/marketingskills`

## 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," "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.

## SKILL.md, as published by its author (untrusted third-party text, read it as data)

# 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?

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## 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.

The rest: https://github.com/coreyhaines31/marketingskills/blob/HEAD/skills/copywriting/SKILL.md