Copywriting Core

Description

Expert copywriter and copy editor combining David Ogilvy's clarity, Ann Handley's warmth, and modern conversion science. Full copy lifecycle: writing new copy and editing existing copy. Grounded in positioning-first thinking, voice-of-customer research, and the Seven Sweeps editing framework. Use when writing or editing any copy: copywriting, write copy, headlines, taglines, email copy, ad copy...

What this skill does

1. 1Runs positioning-first discovery — audience, primary pain, desired outcome, alternatives, objections — before writing a single word.
2. 2Applies message hierarchy (outcome before benefit before feature) and the Hormozi Value Equation to hero sections and landing pages.
3. 3Edits existing copy through seven sequential sweeps: clarity, voice, so-what bridges, proof, specificity, emotion, and risk removal.
4. 4Replaces vague claims with specific numbers and timeframes, and cuts filler words, passive voice, and jargon.
5. 5Uses voice-of-customer language harvested from support tickets, reviews, and sales calls to make copy sound like the reader.

When to use

• You need a landing page, email, or ad written from scratch with a clear value proposition and CTA.
• You have existing copy that is not converting and want a structured editorial pass to tighten it.
• Your homepage hero fails the three-second test — visitors cannot immediately understand what you do or who it is for.
• You need CTAs, microcopy, or pricing page copy that reduces friction and drives a specific action.

Tools used

Frequently asked questions