# copywriter

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
"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):
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