copywriting

Trigger phrases

Phrases that activate this skill when typed to Claude Code:

• write copy for
• rewrite this page
• headline help
• value proposition
• hero section copy

What it does

copywriting is a Claude Code skill from Corey Haines’s marketing-skills repo. 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. Install via the repo’s recommended path — copy the copywriting SKILL.md 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. The canonical SKILL.md and any supporting files live in the copywriting folder of his marketing-skills repository.

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.