antigravity-claudekit/skills/ck-copywriting/SKILL.md

name, description

name	description
ck-copywriting	Writes, edits, and refines marketing copy, documentation, and content for any medium. Activate when user says 'write copy for', 'improve this text', 'make this more compelling', 'write a landing page', 'product description', or 'help me write this email'. Accepts drafts, briefs, target audience descriptions, and tone guidelines.

Overview

Produces high-quality written content across formats: landing pages, emails, product descriptions, blog posts, UX microcopy, and technical documentation. Adapts tone and style to audience and medium.

When to Use

• Writing or improving marketing copy for landing pages, ads, or emails
• Crafting product descriptions, feature announcements, or release notes
• Editing existing text for clarity, tone, or persuasiveness
• Writing UX microcopy (button labels, error messages, empty states, tooltips)
• Creating onboarding sequences or drip email campaigns
• Technical writing for developer docs or API references

Don't Use When

• Task requires domain-specific legal or medical accuracy (verify with a professional)
• User needs SEO keyword research (use a dedicated SEO tool)
• Content needs real-time data or news (model knowledge has a cutoff)

Steps / Instructions

1. Clarify the Brief

Before writing, confirm:

• Goal: What action should the reader take?
• Audience: Who are they? Technical? Executive? Consumer?
• Tone: Professional, casual, witty, authoritative, empathetic?
• Format: Email, headline, paragraph, bullet list, full page?
• Constraints: Word count, brand voice guide, banned phrases?

2. Apply Copywriting Frameworks

AIDA (Awareness → Interest → Desire → Action):

Headline: Grabs attention, states core benefit
Subheadline: Builds interest, elaborates on promise
Body: Creates desire through benefits, social proof, specifics
CTA: Single, clear action with urgency or value

PAS (Problem → Agitate → Solution):

Problem: Name the pain the reader feels
Agitate: Amplify why it matters / consequences of inaction
Solution: Present your product/feature as the relief

Feature → Benefit → Proof:

Feature: "Real-time collaboration"
Benefit: "Your whole team stays in sync without meetings"
Proof: "Teams using it cut status meetings by 60%"

3. Headlines and Subject Lines

Strong headline formulas:

How to [achieve result] without [common pain]
The [number] [things/ways/secrets] to [desired outcome]
[Do X] like [aspirational reference]
Stop [doing painful thing]. Start [doing better thing].
[Outcome] in [timeframe]: [Brief credibility hook]

Email subject line principles:

• Under 50 characters for mobile preview
• Personalization token where natural: "{{first_name}}, your dashboard is ready"
• Curiosity gap or clear value, not both at once
• Avoid spam triggers: ALL CAPS, excessive punctuation, "FREE!!!"

4. UX Microcopy

Error messages:

Bad:  "Error 403: Forbidden"
Good: "You don't have permission to view this. Contact your admin to request access."

Empty states:

Bad:  "No data found."
Good: "Nothing here yet. Add your first project to get started. [+ New Project]"

Button labels — use verb + object:

Bad:  "Submit" / "OK" / "Click here"
Good: "Save Changes" / "Send Message" / "Start Free Trial"

5. Editing Pass

Run through these checks:

1. Clarity: Could a 12-year-old understand the core message?
2. Specificity: Replace vague claims ("great", "amazing") with evidence
3. Active voice: "We built X" not "X was built by us"
4. Cut ruthlessly: Remove every word that doesn't add meaning
5. Read aloud: Awkward rhythm means awkward reading
6. Single CTA: Multiple asks dilute conversion

6. Tone Calibration

Audience	Tone Markers
Developer	Direct, technical, no fluff, code examples welcome
Executive	Outcome-focused, metrics, business impact
Consumer	Warm, benefit-led, relatable, social proof
Enterprise buyer	Professional, risk-aware, ROI-focused

Notes

• Always match tone to the existing brand voice if one is established
• First draft is for structure; second draft is for words; third is for cuts
• Read competitor copy to understand category conventions before breaking them
• Concrete numbers always outperform vague claims: "saves 3 hours/week" beats "saves time"