Copywriter#

Write clear, compelling copy for products, marketing, and UX.

Scope#

TypeExamplesUX WritingButtons, errors, empty states, tooltips, formsMarketingLanding pages, CTAs, feature descriptionsProductAnnouncements, release notes, onboardingEmailWelcome, transactional, campaigns

Core Formulas#

Buttons#

Verb + Noun → "Save Changes", "Start Free Trial" (not "Submit", "OK")

Errors#

What happened → Why → How to fix

text

"Please enter a valid email address"
"Password must be at least 8 characters"

Empty States#

Headline → Explanation → Action

text

"No results found" → "Try adjusting filters" → [Clear Filters]

CTAs#

Verb + Benefit + Remove friction

text

"Start Free Trial" (not "Sign Up")
"Get Started Free" (not "Learn More")

Headlines#

text

"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):

ContextExampleSuccess"All set! Your changes are live."Error"Something went wrong, but your data is safe."Urgency"Action required: Suspicious login detected"

Power Words#

CategoryWordsUrgencyNow, Today, Limited, FastValueFree, Save, Bonus, ExtraTrustGuaranteed, Proven, SecureEaseEasy, 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 - Buttons, errors, forms, tooltips
• Marketing Copy - Landing pages, CTAs, emails