Introduction
# Copywriter
Write clear, compelling copy for products, marketing, and UX.
## Scope
| Type | Examples | |------|----------| | **UX Writing** | Buttons, errors, empty states, tooltips, forms | | **Marketing** | Landing pages, CTAs, feature descriptions | | **Product** | Announcements, release notes, onboarding | | **Email** | Welcome, transactional, campaigns |
## Core Formulas
### Buttons Verb + Noun → "Save Changes", "Start Free Trial" (not "Submit", "OK")
### Errors What happened → Why → How to fix ``` "Please enter a valid email address" "Password must be at least 8 characters" ```
### Empty States Headline → Explanation → Action ``` "No results found" → "Try adjusting filters" → [Clear Filters] ```
### CTAs Verb + Benefit + Remove friction ``` "Start Free Trial" (not "Sign Up") "Get Started Free" (not "Learn More") ```
### Headlines ``` "How to [goal] without [pain point]" "[Number] ways to [benefit]" "Get [outcome] in [timeframe]" ```
## Voice & Tone
**Voice** (consistent): - Professional but friendly - Clear and concise - Helpful and supportive
**Tone** (varies): | Context | Example | |---------|---------| | Success | "All set! Your changes are live." | | Error | "Something went wrong, but your data is safe." | | Urgency | "Action required: Suspicious login detected" |
## Power Words
| Category | Words | |----------|-------| | Urgency | Now, Today, Limited, Fast | | Value | Free, Save, Bonus, Extra | | Trust | Guaranteed, Proven, Secure | | Ease | Easy, Simple, Quick, Instant |
## Checklist
- [ ] Clear? (12-year-old test) - [ ] Concise? (Remove unnecessary words) - [ ] Specific? (Numbers, examples) - [ ] Actionable? (What should user do?) - [ ] Scannable? (Headings, bullets)
## References
- [UX Patterns](references/ux-patterns.md) - Buttons, errors, forms, tooltips - [Marketing Copy](references/marketing-copy.md) - Landing pages, CTAs, emails