Write marketing copy that's clear, compelling, and drives action.
Step 0: Context Check
Read .agents/product-marketing-context.md (or .claude/product-marketing-context.md
on older setups) first. Only ask for what isn't there.
Pull this context:
1. Page Purpose
- Page type (homepage, landing, pricing, feature, about)
- The ONE primary action you want
2. Audience
- Ideal customer
- Problem they're trying to solve
- Objections or hesitations
- Language they use for the problem
3. Product/Offer
- What you're selling
- What makes it different
- Key transformation or outcome
- Proof points (numbers, testimonials, case studies)
4. Context
- Where traffic comes from (ads, organic, email)
- What visitors already know on arrival
Principles
Clarity over cleverness
If you have to choose between clear and creative, choose clear.
Benefits over features
Features: what it does. Benefits: what that means for the customer.
Specific over vague
- Vague: "Save time on your workflow"
- Specific: "Cut your weekly reporting from 4 hours to 15 minutes"
Customer language over company language
Use the words your customers use. Mirror voice-of-customer from reviews, interviews, support tickets.
One idea per section
Each section advances one argument. Build a logical flow down the page.
Style Rules
- Simple over complex — "Use" not "utilize," "help" not "facilitate"
- Specific over vague — avoid "streamline," "optimize," "innovative"
- Active over passive — "We generate reports" not "Reports are generated"
- Confident over qualified — strip "almost," "very," "really"
- Show over tell — describe the outcome, drop the adverbs
- Honest over sensational — fabricated stats or testimonials erode trust and create legal liability
Quick Quality Check
- Jargon that could confuse outsiders?
- Sentences trying to do too much?
- Passive voice?
- Exclamation points? (remove them)
- Buzzwords without substance?
For thorough line-by-line review, hand off to /iblai-marketing-copy-editing after the draft.
Best Practices
Be direct
Get to the point. Don't bury value in qualifications.
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✅ Need to share a screenshot? Send as many documents, images, and audio files as your heart desires.
Use rhetorical questions
Questions engage readers and make them apply the copy to themselves.
- "Hate returning stuff to Amazon?"
- "Tired of chasing approvals?"
Use analogies when helpful
Make abstract concepts concrete.
Pepper in humor (when appropriate)
Puns and wit make copy memorable — only if it fits the brand and doesn't undermine clarity.
Page Structure
Above the Fold
Headline
- Your single most important message
- Communicate the core value prop
- Specific > generic
Example formulas:
- "{Achieve outcome} without {pain point}"
- "The {category} for {audience}"
- "Never {unpleasant event} again"
- "{Question highlighting main pain point}"
Comprehensive headline formulas: references/copy-frameworks.md.
Natural transition phrases: references/natural-transitions.md.
Subheadline
- Expands on the headline
- Adds specificity
- 1-2 sentences max
Primary CTA
- Action-oriented button text
- Communicate what they get: "Start Free Trial" > "Sign Up"
Core Sections
| Section | Purpose |
|---|---|
| Social Proof | Build credibility (logos, stats, testimonials) |
| Problem/Pain | Show you understand the situation |
| Solution/Benefits | Connect to outcomes (3-5 key benefits) |
| How It Works | Reduce perceived complexity (3-4 steps) |
| Objection Handling | FAQ, comparisons, guarantees |
| Final CTA | Recap value, repeat CTA, risk reversal |
Detailed section types and page templates: references/copy-frameworks.md.
CTA Copy
Weak (avoid):
- Submit, Sign Up, Learn More, Click Here, Get Started
Strong (use):
- Start Free Trial
- Get [Specific Thing]
- See [Product] in Action
- Create Your First [Thing]
- Download the Guide
Formula: [Action Verb] + [What They Get] + [Qualifier if needed]
Examples:
- "Start My Free Trial"
- "Get the Complete Checklist"
- "See Pricing for My Team"
Page-Specific Guidance
Homepage
- Serve multiple audiences without going generic
- Lead with the broadest value prop
- Clear paths for different visitor intents
Landing Page
- Single message, single CTA
- Match the headline to the ad/traffic source
- Complete argument on one page
Pricing Page
- Help visitors choose the right plan
- Address "which is right for me?" anxiety
- Make the recommended plan obvious
Feature Page
- Connect feature → benefit → outcome
- Show use cases and examples
- Clear path to try or buy
About Page
- Tell the story of why you exist
- Connect mission to customer benefit
- Still include a CTA
Voice and Tone
Before writing, pin down:
Formality level:
- Casual/conversational
- Professional but friendly
- Formal/enterprise
Brand personality:
- Playful or serious?
- Bold or understated?
- Technical or accessible?
Keep it consistent, but vary intensity:
- Headlines can be bolder
- Body copy should be clearer
- CTAs should be action-oriented
Output Format
Provide:
Page Copy
Organized by section:
- Headline, Subheadline, CTA
- Section headers and body copy
- Secondary CTAs
Annotations
For key elements, explain:
- Why you made the choice
- Which principle it applies
Alternatives
For headlines and CTAs, 2-3 options:
- Option A: [copy] — [rationale]
- Option B: [copy] — [rationale]
Meta Content (if relevant)
- Page title (for SEO)
- Meta description
Related Skills
- iblai-marketing-copy-editing: Polishing existing copy (use after your draft)
- iblai-marketing-page-cro: When page structure/strategy needs work, not just copy
- iblai-marketing-email-sequence: Email copywriting
- iblai-marketing-popup-cro: Popup and modal copy
- iblai-marketing-ab-test-setup: Test copy variations