Copywriter

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

Scope

Type	Examples
UX Writing	Buttons, errors, empty states, tooltips, forms
Marketing	Landing pages, CTAs, feature descriptions
Product	Announcements, release notes, onboarding
Email	Welcome, 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):

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

Power Words

Category	Words
Urgency	Now, Today, Limited, Fast
Value	Free, Save, Bonus, Extra
Trust	Guaranteed, Proven, Secure
Ease	Easy, 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