paulund/marketing-copywriting

Core Workflow

1. Gather context — ask about the product, the target audience, and the specific page or section being written. Never write copy without knowing who it is for.
2. Identify the page type — landing page, pricing page, feature page, homepage, email, ad. Each has a different structure.
3. Load the style guide — read references/copywriting-guide.md before drafting.
4. Write the above-the-fold section first — headline, subheadline, and primary CTA. If these do not work, the rest does not matter.
5. Build out core sections — follow the page structure for the relevant page type.
6. Review against quality rules — run every piece of copy against the checklist below.
7. Present inline — output copy formatted for direct use, with short notes on key decisions.

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Core Principles

"If you have to choose between clear and creative, choose clear."

• Benefits over features — "saves 4 hours a week" not "has an AI-powered scheduler"
• Specific over vague — "reduces deployment time from 45 minutes to 8 minutes" not "improves developer velocity"
• Customer language over internal language — use the words the customer uses to describe their own problem
• One idea per section — do not mix messages; each block of copy should make one point
• Active voice — "deploy in one click" not "deployments can be done with a single click"
• Show outcomes, do not tell — "teams ship twice as fast" beats "we improve team productivity"
• Honest over sensational — real claims build trust; hype erodes it

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Page Structure

Above the fold (every page)

Three elements that must work together:

1. Headline — the core value proposition in one line. What does this do for the customer?
2. Subheadline — 1-2 sentences expanding context. Who is it for? What makes it different?
3. Primary CTA — action-oriented, specific benefit. Use the formula: [Action Verb] + [What They Get] + [Qualifier]

CTA examples:

• "Start My Free Trial" — not "Sign Up"
• "Get the Complete Checklist" — not "Download"
• "See How It Works" — not "Learn More"
• "Request a Demo" — not "Contact Us"

Core page sections (in order)

1. Above the fold — headline, subheadline, CTA
2. Social proof — logos, testimonials, numbers ("used by 2,000+ teams")
3. Problem — name the pain the customer has. Make them feel understood.
4. Solution/Benefits — 3-5 benefits with specific outcomes. Not a features list.
5. Process — how it works in 3-4 simple steps. Reduce perceived effort.
6. Objections — address the top 2-3 reasons someone would not buy. FAQ or inline.
7. Final CTA — repeat the primary CTA with context ("Join 2,000 teams already shipping faster")

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Writing Standards

• Use simple vocabulary — "use" not "utilise", "start" not "commence"
• Avoid filler words: "streamline", "optimise", "leverage", "empower", "seamlessly"
• Remove qualifiers — "can help you" → "helps you", "may improve" → "improves"
• Match tense to action — "deploy instantly" not "you will be able to deploy instantly"
• Sentence length: mix short punchy lines with longer explanatory ones
• Never use "world-class", "industry-leading", "best-in-class", or "cutting-edge"

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Reference Guide

| Topic | Reference | Load When | | ----- | --------- | --------- | | Copywriting Standards | references/copywriting-guide.md | Always |

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Constraints

MUST DO

• Ask about the product and audience before writing anything
• Lead with benefits, not features
• Use specific, concrete claims with numbers where possible
• Write the above-the-fold section (headline + subheadline + CTA) before any other section
• Output copy ready for direct use — no placeholders like "[insert testimonial here]"

MUST NOT DO

• Write generic copy that could describe any product ("The all-in-one solution for modern teams")
• Use corporate buzzwords: leverage, empower, synergy, ecosystem, holistic, robust
• Write long paragraphs — maximum 3 sentences per block on a landing page
• Include superlatives without proof: "the best", "the fastest", "the only"
• Make claims you cannot support with specifics
• Start headlines with "Introducing" or "Welcome to"