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/copywriting

@27cd947
by Corey Hainescoreyhaines31/marketingskills52k stars
7,860

When the user wants to write, rewrite, or improve marketing copy for any page — including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Also use when the user says "write copy for," "improve this copy," "rewrite this page," "marketing copy," "headline help," "CTA copy," "value proposition," "tagline," "subheadline," "hero section copy," "above the fold," "this copy is weak," "make this more compelling," or "help me describe my product." Use this whenever someone is working on website text that needs to persuade or convert. For email copy, see emails. For popup copy, see popups. For editing existing copy, see copy-editing. For the offer underneath the copy (bonuses, guarantees, value framing), see offers.

Ask your Agent

Use this Skill: https://skilld.dev/gh/coreyhaines31/marketingskills/copywriting

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referencesnatural-transitions.md

≈1.4k tokens on demand. Your agent reads this file only when SKILL.md points to it.

Natural Transitions

Transitional phrases to guide readers through your content. Good signposting improves readability, user engagement, and helps search engines understand content structure.

Adapted from: University of Manchester Academic Phrasebank (2023), Plain English Campaign, web content best practices

Contents

  • Previewing Content Structure
  • Introducing a New Topic
  • Referring Back
  • Moving Between Sections
  • Indicating Addition
  • Indicating Contrast
  • Indicating Similarity
  • Indicating Cause and Effect
  • Giving Examples
  • Emphasising Key Points
  • Providing Evidence (neutral attribution, expert quotes, supporting claims)
  • Summarising Sections
  • Concluding Content
  • Question-Based Transitions
  • List Introductions
  • Hedging Language
  • Best Practice Guidelines
  • Transitions to Avoid (AI Tells)

Previewing Content Structure

Use to orient readers and set expectations:

  • Here's what we'll cover...
  • This guide walks you through...
  • Below, you'll find...
  • We'll start with X, then move to Y...
  • First, let's look at...
  • Let's break this down step by step.
  • The sections below explain...

Introducing a New Topic

  • When it comes to X,...
  • Regarding X,...
  • Speaking of X,...
  • Now let's talk about X.
  • Another key factor is...
  • X is worth exploring because...

Referring Back

Use to connect ideas and reinforce key points:

  • As mentioned earlier,...
  • As we covered above,...
  • Remember when we discussed X?
  • Building on that point,...
  • Going back to X,...
  • Earlier, we explained that...

Moving Between Sections

  • Now let's look at...
  • Next up:...
  • Moving on to...
  • With that covered, let's turn to...
  • Now that you understand X, here's Y.
  • That brings us to...

Indicating Addition

  • Also,...
  • Plus,...
  • On top of that,...
  • What's more,...
  • Another benefit is...
  • Beyond that,...
  • In addition,...
  • There's also...

Note: Use "moreover" and "furthermore" sparingly. They can sound AI-generated when overused.

Indicating Contrast

  • However,...
  • But,...
  • That said,...
  • On the flip side,...
  • In contrast,...
  • Unlike X, Y...
  • While X is true, Y...
  • Despite this,...

Indicating Similarity

  • Similarly,...
  • Likewise,...
  • In the same way,...
  • Just like X, Y also...
  • This mirrors...
  • The same applies to...

Indicating Cause and Effect

  • So,...
  • This means...
  • As a result,...
  • That's why...
  • Because of this,...
  • This leads to...
  • The outcome?...
  • Here's what happens:...

Giving Examples

  • For example,...
  • For instance,...
  • Here's an example:...
  • Take X, for instance.
  • Consider this:...
  • A good example is...
  • To illustrate,...
  • Like when...
  • Say you want to...

Emphasising Key Points

  • Here's the key takeaway:...
  • The important thing is...
  • What matters most is...
  • Don't miss this:...
  • Pay attention to...
  • This is critical:...
  • The bottom line?...

Providing Evidence

Use when citing sources, data, or expert opinions:

Neutral attribution

  • According to [Source],...
  • [Source] reports that...
  • Research shows that...
  • Data from [Source] indicates...
  • A study by [Source] found...

Expert quotes

  • As [Expert] puts it,...
  • [Expert] explains,...
  • In the words of [Expert],...
  • [Expert] notes that...

Supporting claims

  • This is backed by...
  • Evidence suggests...
  • The numbers confirm...
  • This aligns with findings from...

Summarising Sections

  • To recap,...
  • Here's the short version:...
  • In short,...
  • The takeaway?...
  • So what does this mean?...
  • Let's pull this together:...
  • Quick summary:...

Concluding Content

  • Wrapping up,...
  • The bottom line is...
  • Here's what to do next:...
  • To sum up,...
  • Final thoughts:...
  • Ready to get started?...
  • Now it's your turn.

Note: Avoid "In conclusion" at the start of a paragraph. It's overused and signals AI writing.

Question-Based Transitions

Useful for conversational tone and featured snippet optimization:

  • So what does this mean for you?
  • But why does this matter?
  • How do you actually do this?
  • What's the catch?
  • Sound complicated? It's not.
  • Wondering where to start?
  • Still not sure? Here's the breakdown.

List Introductions

For numbered lists and step-by-step content:

  • Here's how to do it:
  • Follow these steps:
  • The process is straightforward:
  • Here's what you need to know:
  • Key things to consider:
  • The main factors are:

Hedging Language

For claims that need qualification or aren't absolute:

  • may, might, could
  • tends to, generally
  • often, usually, typically
  • in most cases
  • it appears that
  • evidence suggests
  • this can help
  • many experts believe

Best Practice Guidelines

  1. Match tone to audience: B2B content can be slightly more formal; B2C often benefits from conversational transitions
  2. Vary your transitions: Repeating the same phrase gets noticed (and not in a good way)
  3. Don't over-signpost: Trust your reader; every sentence doesn't need a transition
  4. Use for scannability: Transitions at paragraph starts help skimmers navigate
  5. Keep it natural: Read aloud; if it sounds forced, simplify
  6. Front-load key info: Put the important word or phrase early in the transition

Transitions to Avoid (AI Tells)

These phrases are overused in AI-generated content:

  • "That being said,..."
  • "It's worth noting that..."
  • "At its core,..."
  • "In today's digital landscape,..."
  • "When it comes to the realm of..."
  • "This begs the question..."
  • "Let's delve into..."

See the seo-audit skill's references/ai-writing-detection.md for a complete list of AI writing tells.

Source: SKILL.md on GitHub

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    Score: 93/100 · 2 sections analyzed

Provenance

Signed by skilld at 27cd947. This ties the file your Agent reads to that commit on GitHub. It does not review the instructions.

Last checked against GitHub 1 hour ago.

Activeupdated last month

Capability

metadata
{
  "version": "2.0.2"
}

Topics

  • copywriting
  • marketing
  • landing-pages
  • headlines
  • cta
  • conversion
  • positioning
  • value-proposition
  • homepage
  • pricing-pages

README badge

README badge for coreyhaines31/marketingskills/copywriting

What it does

Writes marketing copy for web pages—homepages, landing pages, pricing pages, feature pages, about pages—using conversion principles like specificity, customer language, and benefit-driven messaging. Use when rewriting headlines, CTAs, value propositions, or any page text that needs to persuade or convert.

Generated from the current SKILL.md.

Frequently asked

When should I use this skill versus copy-editing?
Use this skill to write or rewrite marketing copy from scratch. Use copy-editing to polish and refine existing copy after you have a draft.
Does this skill handle email and popup copy?
No. Use the emails skill for email copywriting and the popups skill for popup and modal copy. This skill focuses on website pages like homepages, landing pages, pricing pages, and feature pages.
What information do I need to provide before the skill writes copy?
The skill will ask for page purpose, target audience, product/offer details, and context about traffic sources. If a product-marketing.md file exists in your project, the skill reads that first to avoid redundant questions.
Does this skill help with page strategy or just the words?
This skill focuses on writing copy itself. If you need help with page structure and conversion strategy, use the cro skill instead.

Generated from the current SKILL.md. These answers refresh after source changes.