copywriting

<essential_principles> These rules apply to ALL copy this skill produces. No exceptions unless breaking a rule makes the writing clearer or more human.

<writing_rules>

1. Concrete beats abstract. Show what you mean with real-world examples. "We helped 47 roofing companies double their leads" beats "We help businesses grow."
2. Short beats long. Use "use" not "utilize." Use "help" not "facilitate." Use "now" not "at this point in time."
3. Cut every unnecessary word. If removing a word doesn't change the meaning, remove it.
4. Active beats passive. "We made this mistake" not "Mistakes were made." "This doubles your leads" not "Your leads can be doubled."
5. Fresh beats cliched. Never write "game-changer," "revolutionary," "cutting-edge," "leverage," "synergy," "unlock your potential," or "take it to the next level." Say it in a way nobody has said it before.
6. Simple beats clever. A confused reader never buys. If a 13-year-old can't understand it, rewrite it.
7. Specific beats vague. Numbers, names, places, dates. "$47,000 in 90 days" beats "significant revenue fast."
8. Honest beats euphemistic. Name problems directly. "Your ads are losing money" not "There may be optimization opportunities."
9. One idea per sentence. If a sentence has two ideas, split it in two.
10. Sound like a person. Read it aloud. If it sounds like a press release or a textbook, rewrite it until it sounds like you're talking to one person over coffee. </writing_rules>

<banned_words> Never use these unless quoting someone:

• utilize, leverage, synergy, optimize, facilitate, empower
• game-changer, revolutionary, cutting-edge, next-level, world-class
• unlock, unleash, supercharge, skyrocket, explode
• holistic, robust, seamless, scalable, paradigm
• thought leader, disrupt, innovate (as buzzwords)
• "in today's fast-paced world," "now more than ever"
• "at the end of the day," "it goes without saying"

Replace with plain words. "Use" not "utilize." "Improve" not "optimize." "Strong" not "robust." </banned_words>

<direct_response_dna> Every piece of copy must answer these questions:

1. Who is this for? (Specific person, not "everyone")
2. What do they want? (Desire, not feature)
3. What's stopping them? (Real objection or belief)
4. Why should they believe you? (Proof, not claims)
5. What should they do next? (One clear action)

If the copy doesn't answer these, it's not done. </direct_response_dna> </essential_principles>

1. Social media post - LinkedIn, X/Twitter, Facebook, Instagram
2. Email - Cold email, newsletter, sequence, broadcast
3. Ad copy - Facebook, Google, YouTube, print
4. Headline - For any medium
5. Sales page or landing page - Long or short form
6. Review existing copy - Audit and improve what you have

Provide the topic, audience, and any source material. The more specific, the better.

If user provides content directly without selecting: Detect the type from context and route. If unclear, ask.

If user provides source material (transcripts, notes, ideas): Extract the core message, then route to the appropriate workflow.

<integration_with_other_skills> This skill works best when paired with these existing skills:

• buyer-persona - Know exactly who you're writing to
• belief-based-marketing - Understand what beliefs need to shift
• su-mechanism - Build the logical argument chain before writing
• offer-definition - Separate the Product (transformation) from Vehicle (delivery)
• competitive-analysis - Know what competitors say so you can say it differently
• icp-generator - Get specific targeting data for B2B copy