Copywriting

Write copy that is specific, single-minded, and provable. Marketing copy fails in a predictable way: it describes a category rather than a product, hedges every claim into meaninglessness, and reaches for superlatives where a fact would do. The test is blunt — if you could swap in a competitor's logo and the copy would still read as true, it isn't positioning, it's wallpaper.

Copy is not persuasion technique applied to a blank page. It is positioning made concrete. Everything here assumes the positioning exists; if it doesn't, that's the first job.

When to use

The user is writing or improving any customer-facing copy — hero sections, landing pages, ads, emails, product pages, buttons — or asking why existing copy isn't landing.

Before you start

1. Read the brand/product context first. If .agents/product-marketing.md or .agents/aaj-brand.md exists, use it for product, audience, voice, and competitors.
2. Get the positioning. Copy inherits from positioning; it cannot invent it. If there's no positioning statement, run positioning-statement first or gather: who it's for, the problem, the category, the single benefit, the competitive alternative, the differentiator.
3. Define the one job. Every asset does exactly one thing — capture an email, book a call, start a trial, explain one concept. An asset with two jobs does neither.
4. Collect the proof. Ask for numbers, named customers, verifiable specifics. Copy is only as strong as the evidence behind it. Where proof doesn't exist, the claim gets softened or cut — not dressed up.

Method