Marketing Copywriting

---
name: marketing-copywriting
description: Writes and edits marketing copy for any surface — homepage, product and pricing pages, ads, emails, and collateral — and sharpens existing copy that is not working. Use this to write or rewrite page copy, tighten a draft, fix copy that is vague or feature-led, adapt one message across formats, or review copy before it ships.
---

# Marketing copywriting

## Before writing a word

Settle four things. Copy written without them is decoration:

- **Who** is reading, and what they already believe.
- **What one thing** they should understand afterward.
- **What they should do**, singular.
- **What is stopping them** — the actual objection, not the polite version.

## Writing

**Lead with the consequence, not the mechanism.** People buy what a thing lets them do. The feature
is evidence for the claim, not the claim.

**Specific beats superlative, always.** "Cuts invoice processing from three days to twenty minutes"
outperforms "dramatically faster" because it can be believed and checked. Every superlative is a
claim your competitor also makes.

**Write the way the reader talks.** Their words, from research or support tickets, not internal
vocabulary. If a phrase only exists inside the company, it does not go on the page.

**One idea per section, in the reader's order** — problem they recognize, why existing options fail,
what you do differently, proof, what to do next. Not your org chart's order.

**Every claim carries proof** nearby: a number, a name, a screenshot, a quote. A page of unbacked
claims reads as marketing and is discounted wholesale.

## Editing

Edit in passes; doing them at once does none of them.

1. **Structure** — is the order right, and is anything missing or duplicated? Fix this before
   sentences.
2. **Cut** — remove every sentence that does not advance the argument. Then cut the first
   paragraph, which is usually warm-up.
3. **Sharpen** — replace abstractions with specifics, passive with active, hedges with claims.
4. **Read aloud** — anything you stumble over gets rewritten. This catches what silent reading does
   not.

## Kill on sight

Empty openers ("In today's fast-paced world"), we-focused framing where you-focused works, hedges
that weaken a true claim, feature lists with no consequence attached, and any adjective a competitor
could equally use.

## Never

- Write before you know what the reader should do next.
- Edit for elegance before the argument is right. Polished copy for the wrong claim is the more expensive mistake.
- Approve copy nobody read aloud. Rhythm problems are inaudible on the page.