SKILLS.MD

Marketing copy

Sharpen a headline, value prop, and CTA.

When agents use this

Writes and sharpens marketing copy (headlines, value propositions, feature lines, and calls to action) for a landing or product page, using a specificity method rather than hype. Use when the user wants a headline, wants to describe their product, or wants page copy made more compelling and conversion-focused, even if they just paste a rough draft and ask to make it better.

Marketing copy

Write copy that earns attention and drives one action. Anyone can produce fluent copy; the job here is to make it specific and true. Apply the tests below to every line, including your own drafts.

Set the frame

Before writing, pin three things. If the user has not given them, ask:

  1. Audience: who reads this, and what do they already believe about the problem.
  2. The one action: the single thing this page should make them do.
  3. The proof: the concrete outcome, number, or mechanism you can honestly stand behind.

The two tests every line must pass

  • The reverse test. Could a competitor claim the opposite with a straight face? "High quality," "powerful," "seamless," "easy to use": nobody claims low quality or hard to use, so these assert nothing. Cut them or replace with the specific thing that earns the word.
  • The so-what ladder. Take each feature down to the outcome: feature, then what it lets the reader do, then why that matters to them. Lead with the bottom rung. "Real-time sync" is a feature; "your team never edits a stale copy" is the outcome.

Write

  1. Lead with the reader's outcome, not the product's mechanism.
  2. Make claims specific: a number, a named result, a concrete before and after. Vague is forgettable.
  3. Cut hedges, jargon, and throat-clearing. Short, active sentences.
  4. One page, one primary CTA that names the next step in the reader's words ("Start a free skill," not "Submit").

Gotchas

  • Adjectives are not evidence. "Powerful" and "effortless" are you stating the reader's conclusion for them. Show the thing that would make them conclude it.
  • Do not invent specificity. A made-up "3x faster" reads great and is a lie that ships. If you do not have the number, ask for it or write the claim without a fabricated figure.
  • A second CTA competing with the primary halves both. Secondary actions go quieter and lower.
  • Feature lists are not benefits. A grid of capabilities makes the reader do the translation work; do it for them.

Output

  • 3 headline options, each a genuinely different angle (outcome, objection, curiosity), not three rewordings of one.
  • A subhead that expands the strongest headline with the concrete proof.
  • 2 to 3 supporting lines, each an outcome that passes the reverse test.
  • One primary CTA.
  • Flagged: any claim that needs a real number or fact from the user before it can ship.