Agent-Skills.md

Agent Skills: Copywriting

Write and edit marketing copy for any channel — blogs, emails, social posts, landing pages, press releases, case studies, ads, and web pages. Trigger on requests for drafting content, writing headlines, crafting CTAs, SEO copywriting, email subject lines, social captions, or any persuasive marketing text.

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copywriting/SKILL.md

Skill Metadata

Name
copywriting
Description
Write and edit marketing copy for any channel — blogs, emails, social posts, landing pages, press releases, case studies, ads, and web pages. Trigger on requests for drafting content, writing headlines, crafting CTAs, SEO copywriting, email subject lines, social captions, or any persuasive marketing text.

Copywriting

Principles, structures, and techniques for producing high-performing marketing copy across every major channel.

Channel Formats and Anatomy

Blog Articles

A well-structured article follows this progression:

  1. Title: lead with the core benefit or topic; keep under 60 characters for search engine display; weave in the target keyword naturally
  2. Opening paragraph (100-150 words): immediately establish relevance through a provocative question, a data point, a counterintuitive claim, or a vivid scenario; declare what the reader will gain; place the primary keyword early
  3. Sections (3-5 with H2 headings; use H3 for nested topics): each section delivers one distinct idea backed by evidence, examples, or data
  4. Wrap-up (75-100 words): distill the main insights, reinforce the central argument, and direct the reader toward a next step
  5. Meta description: stay under 160 characters; incorporate the primary keyword; make it compelling enough to earn the click from search results

Social Media Posts

  • Opener: arrest attention in the first line with a question, a number, or a bold assertion
  • Middle: deliver 2-4 tight points or a brief narrative arc
  • Action prompt: tell the reader exactly what to do next (reply, click, share, save)
  • Tags: include 3-5 contextual hashtags, adapting to platform norms

Email Campaigns

  • Subject line: cap at 50 characters; lean on curiosity, urgency, or obvious value
  • Preheader text: extend the subject line's promise without repeating it
  • Visual anchor: a hero image or banner paired with a single benefit statement
  • Body blocks: 2-3 scannable sections, each introduced by a bolded lead sentence
  • Single CTA: one unmistakable action per message
  • Footer: unsubscribe option, company details, social profile links

Conversion Pages (Landing Pages)

  • Primary headline: communicate the chief benefit in fewer than 10 words
  • Supporting line: add nuance or specificity beneath the headline
  • Hero area: combine headline, subline, main CTA button, and a visual or demo
  • Benefit blocks: 3-4 sections organized around outcomes, using icons or imagery
  • Proof elements: customer quotes, partner logos, performance statistics, mini case studies
  • Objection resolution: FAQs or trust indicators addressing common hesitations
  • Closing CTA: restate the primary action at the bottom of the page

Press Announcements

  • Headline: factual and newsworthy, under 80 characters
  • Supplementary line (optional): provides additional context
  • Dateline: city, state/country, and date
  • Lead (2-3 sentences): cover who, what, when, where, and why
  • Supporting paragraphs: expand with detail, quotations, and background
  • Company boilerplate: standardized organizational description
  • Press contact: name, email address, phone number

Customer Success Stories

  • Title pattern: "[Client name] achieves [measurable outcome] with [your product]"
  • Overview box: client name, sector, company size, product used, headline metric
  • Problem: describe the business challenge the client was facing
  • Approach: explain what was deployed and the implementation method
  • Outcomes: present quantified results with precise figures
  • Client quote: a direct testimonial from the customer
  • Next step: prompt the reader to explore a demo, contact sales, or browse more stories

Channel-Specific Writing Principles

Blog Articles

  • Target an 8th-grade reading level for general audiences; raise complexity for specialized readers
  • Keep paragraphs to 2-4 sentences
  • Insert subheadings every 200-300 words for scannability
  • Alternate between prose, bullet lists, and numbered steps to vary rhythm
  • Back every section with at least one proof point — a statistic, an example, or a quote
  • Favor active constructions and front-load each section's key takeaway

Social Platforms

  • LinkedIn: maintain a professional yet personable register; use line breaks generously; personal anecdotes and professional reflections perform well; the "see more" fold appears around 1,300 characters
  • Twitter/X: be sharp and direct; lead with the strongest words; use threads to develop longer arguments; engage in replies
  • Instagram: write visually-oriented captions; open with storytelling hooks; use line breaks for readability; place hashtags at the end or in the first comment
  • Facebook: adopt a conversational register; questions boost comment engagement; posts under 80 characters tend to outperform for link shares

Email

  • Subject lines should provoke curiosity, signal urgency, or promise tangible value
  • Personalize where data allows — name, company, past behavior
  • A single, visually prominent CTA per message drives higher conversion
  • Optimize for scanning: bold key phrases, short paragraphs, bulleted lists
  • Treat mobile as the primary viewing context
  • Continuously test subject lines, send timing, button copy, and layout

Web Pages (Landing and Product Pages)

  • Prioritize outcomes over feature lists
  • Address the reader directly with "you" and "your"
  • Avoid jargon unless the target audience expects it
  • Every section should answer the implicit reader question: "Why does this matter to me?"
  • Minimize conversion friction: fewer form fields, explicit next steps, trust badges adjacent to CTAs

Search Optimization for Writers

Keyword Approach

  • Assign one primary keyword and 2-3 related terms to each piece of content
  • Place the primary keyword in: the title, the first paragraph, at least one subheading, the meta description, and the URL slug
  • Distribute secondary terms through body copy and subheadings organically
  • Never sacrifice readability for keyword density — always write for the human reader first

On-Page SEO Checklist

  • Title tag: under 60 characters, contains the primary keyword
  • Meta description: under 160 characters, includes the primary keyword, written to earn the click
  • URL slug: concise, readable, keyword-inclusive
  • H1: exactly one per page, closely aligned with the title tag
  • H2/H3 tags: descriptive, incorporating secondary keywords where it feels natural
  • Image alt attributes: describe the image accurately, include a keyword when genuinely relevant
  • Internal links: 2-3 links pointing to related pages on your own site
  • External links: 1-2 references to credible third-party sources

Making Content Search-Friendly

  • Cover topics thoroughly — search engines reward comprehensive, in-depth treatment
  • Address adjacent questions readers are likely asking (mine "People Also Ask" for inspiration)
  • Regularly refresh and update your top-performing content
  • Format for featured snippet eligibility: definition-style paragraphs, step-by-step numbered lists, comparison tables

Headline and Opening Techniques

Headline Patterns

  • How to [get result] [without common pain] — "How to Double Your Open Rates Without Increasing Send Volume"
  • [Number] [descriptor] methods for [outcome] — "7 Tested Methods for Reducing Customer Churn"
  • Why [popular assumption] is wrong (and the better path) — "Why Publishing More Content Misses the Point (And What Actually Works)"
  • The [modifier] guide to [subject] — "The Definitive Guide to B2B Content Marketing"
  • [Do X], not [Y] — "Build a Community, Not Just a Following"
  • What [notable result] revealed about [topic] — "What 10,000 Split Tests Revealed About Email Subject Lines"
  • [Subject]: what [audience] should know in [year] — "SEO: What Marketing Teams Should Know in 2025"

Opening Line Formulas

  • Unexpected data point: "73% of marketing leaders say their top obstacle is not budget — it is prioritization."
  • Against-the-grain assertion: "The most effective marketing campaigns begin by eliminating most channels."
  • Direct question: "When did a promotional email last genuinely influence your buying decision?"
  • Hypothetical scenario: "Picture launching a campaign already knowing which messages will resonate."
  • Provocative claim: "Most landing pages hemorrhage half their visitors within three seconds."
  • Narrative lead: "Last quarter our team burned 20 hours a week on reporting. Here is what we changed."

Calls to Action

Guiding Principles

  • Open with an action verb: "Get", "Start", "Download", "Join", "Try", "Explore"
  • Specify the outcome: "Start your free trial" outperforms vague labels like "Submit"
  • Inject authentic urgency: "Join the 500 teams already onboard" or "Spots are limited"
  • Lower perceived risk: "No credit card needed", "Cancel anytime", "Free for 14 days"
  • Limit each page or email to one primary CTA — multiple competing options suppress conversion

CTA Phrasing by Context

  • Blog articles: "Explore our full guide to [topic]" / "Get weekly insights in your inbox"
  • Conversion pages: "Start free trial" / "Request a demo" / "View pricing"
  • Email: "Read the full breakdown" / "Reserve your seat" / "Hit reply and tell us"
  • Social posts: "Share your take in the comments" / "Bookmark this for later" / "Link in bio"
  • Case studies: "See what [product] can do for your team" / "Connect with our team"

Where to Position CTAs

  • Above the fold on landing pages so visitors can act without scrolling
  • After you have delivered value in emails — not in the opening line
  • At the conclusion of blog articles once you have earned reader trust
  • Inline within content when a related resource is contextually appropriate
  • Repeated at the bottom of long-form pages for readers who scroll to the end