# copywriting

> A Claude Code skill that writes conversion-focused marketing copy — homepages, landing pages, pricing, feature pages, hero sections — that's specific, persuasive, and free of AI tells.

**Use case**: Write copy that converts, not copy that sounds AI

**Canonical URL**: https://agentcookbooks.com/skills/copywriting/

**Topics**: claude-code, skills, marketing, copywriting

**Trigger phrases**: "write copy for", "rewrite this page", "headline help", "value proposition", "hero section copy"

**Source**: [Corey Haines](https://github.com/coreyhaines31/marketingskills/tree/main/skills/copywriting)

**License**: MIT

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## What it does

`copywriting` is a Claude Code skill from Corey Haines's [marketing-skills repo](https://github.com/coreyhaines31/marketingskills). It turns Claude into a conversion copywriter whose first job is establishing what the page actually has to do — drive a signup, defend a price, set up a sales call — and writing copy that earns each click. The skill activates when you mention "write copy for", "rewrite this page", "value proposition", or "hero section copy".

The output of a session is page copy: hero (headline, subhead, CTA), value props, social proof placement, feature/benefit sections, FAQ, and closing CTA — each section tagged with the conversion job it does and the audience awareness stage it serves.

## When to use it

Reach for it when:

- You're writing a page from scratch and don't want generic SaaS copy
- Your existing page is a feature dump and you want benefit-led rewrites
- You need three hero variations to test against each other

When *not* to reach for it:

- You have copy that's mostly working and need a polish pass — use `copy-editing`
- You're writing email — use `email-sequence` (lifecycle) or `cold-email` (outbound)

## Install

The skill is distributed via Corey Haines's [marketing-skills repo](https://github.com/coreyhaines31/marketingskills). Install via the repo's recommended path — copy the [`copywriting` SKILL.md](https://github.com/coreyhaines31/marketingskills/tree/main/skills/copywriting) into your project's `.claude/skills/copywriting/` directory, or use the repo's plugin install if you've set it up.

Once installed, the skill activates on the trigger phrases above. The first time it runs, it will check for `.agents/product-marketing-context.md` (or `.claude/product-marketing-context.md`) — populating that file with your product context first dramatically improves output quality across all of Haines's marketing skills.

## What a session looks like

A typical session has three phases:

1. **Page job + audience stage.** What's the page for, and what awareness stage is the visitor at — problem-aware, solution-aware, or product-aware? Different stages need different opening moves.
2. **Section-by-section draft.** Hero through FAQ, each section written for its conversion job. The skill won't write a feature-dump section if the audience is problem-aware.
3. **AI-tell sweep.** Removes "leverage", "best-in-class", "unlock", "seamless", "robust" and the other markers that make copy read AI-generated. Read-aloud check at the end.

The discipline that makes it work: specificity. "Save time" is invisible. "Cut your weekly reporting from 6 hours to 20 minutes" earns the click. The skill won't accept vague claims unless you tell it the specific number.

## Receipts

Honest reporting on what `copywriting` produces and where it has limits:

**Where it works well:**
- The audience-stage check stops you writing product-aware copy for problem-aware visitors
- AI-tell sweep is genuinely useful — it catches the patterns Claude itself defaults to
- Three hero variations is the right output unit; you'll know which one is best by reading

**Where it backfires:**
- On cliché-heavy verticals (cybersecurity, AI agents) the sweep can over-correct toward plain
- Without real product specifics it produces competent-but-generic copy — the skill's quality tracks input quality

**Pattern that works:** feed it three real customer quotes and three real proof points before asking for copy. The output instantly stops sounding like every other SaaS page.

## Source and attribution

Originally written by [Corey Haines](https://corey.co). The canonical SKILL.md and any supporting files live in the [`copywriting` folder](https://github.com/coreyhaines31/marketingskills/tree/main/skills/copywriting) of his [marketing-skills repository](https://github.com/coreyhaines31/marketingskills).

License: MIT. You can install, adapt, and redistribute the skill, with attribution preserved.

This page documents the skill from a practitioner's perspective. For the formal spec and any updates, defer to the source repo.