copywritinglisted

# Write marketing copy that converts Clarity beats cleverness every time. If you have to choose, choose clear. ## Gather before writing (ask for missing pieces — one at a time) 1. **Page type** — homepage, landing, pricing, feature, about? 2. **Primary action** — the ONE thing visitors should do. 3. **Audience** — who they are; what problem they're trying to solve; what language they use. 4. **Differentiation** — what makes this meaningfully different from the obvious alternative? 5. **Proof points** — numbers, testimonials, case studies, recognisable customers. 6. **Traffic source** — organic, paid, email, direct? Awareness level changes the angle. ## Core principles **Benefits, not features.** Feature: "256-bit encryption". Benefit: "Your files are private — we can't read them, and neither can anyone else." Always translate mechanism → outcome → feeling. **Customer language.** Use the words your users use to describe their problem. If interviews say "it's a nightmare to reconcile", the headline says "Stop the reconciliation nightmare" — not "Streamline financial operations." **Specificity > generality.** "Save 2 hours a week" > "Save time". "4,200 teams" > "thousands of teams". Specific claims are more believable. **One idea per section.** Each section of a page answers one question. Don't layer messages. ## Headline formula bank | Formula | Example | When to use | |---------|---------|-------------| | Outcome + timeframe | "Profitable in 90 days or your money bac