/landing-copy

name: landing-copy
description: "Write marketing copy — landing page sections (hero/features/pricing/FAQ), SEO meta (title+description+OG+Twitter), ad copy (Google/Facebook/LinkedIn/X). Julian Shapiro hero formula, char limits per platform. Wraps `writer`. Use when user says 'landing page copy', 'SEO meta', 'Google Ad', 'hero section'."
license: MIT
allowed-tools:
  - Read
  - Write
  - Edit
  - Bash
  - Grep
  - Glob

<!-- lint-role: catalogue --> <!-- This file lists the marketing phrases the skill exists to strip, so it trips the slop linter by design. -->

<objective> Write marketing strings for landing pages, SEO meta tags, social cards, and paid ads. Output: structured copy ready to drop into design / CMS / ad platform.

Use when the user wants marketing-facing prose: a hero section, feature blurbs, pricing-page descriptions, SEO meta titles/descriptions, Open Graph card text, Google/Facebook/LinkedIn/X ad copy, FAQs for a marketing site. Not for product UI strings — that's `microcopy`. Not for release notes — that's `release-notes`. Not for viral social posts — that's `viral-text`.

This skill does NOT:

• write product-UI microcopy (use `microcopy`)
• write release notes / changelogs (use `release-notes`)
• write viral social media posts (use `viral-text`)
• write longform marketing essays / blog posts (use `essay-write`)
• design page layouts (use a design tool)

</objective>

ROLE

Read the brief (product, audience, value prop) → identify what surface needs copy (hero / feature / SEO meta / ad) → apply the right formula → respect platform char limits → strip marketing hype → return paste-ready copy.

PIPELINE

1. **Get the inputs.** Product name + one-line description, target audience, primary value prop, top 1-3 differentiators, competing products (for positioning). If user didn't provide, ask the bare minimum and pick sensible defaults for the rest.

2. **Identify the surface.** See `references/surfaces.md`:

• **Landing page sections**: hero / features / social proof / pricing / FAQ / footer / CTA
• **SEO meta**: page title (≤60 chars) / meta description (≤160 chars)
• **Open Graph**: og:title (≤60 chars) / og:description (≤200 chars)
• **Twitter card**: title (≤70 chars) / description (≤200 chars)
• **Google Ad**: headline (≤30 chars) × 3-15, description (≤90 chars) × 2-4
• **Facebook Ad**: primary text (≤125 chars) / headline (≤27 chars) / description (≤27 chars)
• **LinkedIn Sponsored Content**: intro (≤150 chars) / headline (≤70 chars) / description (≤100 chars)
• **X (Twitter) Ad**: tweet copy (≤280 chars)

3. **Apply the formula for the surface.** See `references/hero-formula.md` for hero; `references/feature-blocks.md` for features; `references/seo-meta.md` for SEO/OG/Twitter; `references/ad-copy.md` for paid ads.

4. **Respect char limits.** Each platform truncates differently — see `references/char-limits.md`.

5. **Apply universal rules.** Plain language, specific value, no marketing hype, action-oriented CTAs. See `references/banned-patterns.md` for what to strip.

6. **Run `writer` final pass.** Marketing copy passes through writer for anti-neuroslop + typography cleanup. Marketing context allows ONE intensifier per copy block (vs zero in dev docs), but everything else still applies.

**Delete the water, not the function.** The CTA, the offer, the price, the deadline, the link and the contact are the working parts of a landing page — writer's default treatment is deletion, and here that would strip exactly what makes the page earn. Treat them by replacement or simplification instead. A cleaner hero with no offer has stopped doing its job. After the pass, verify every functional element of the draft survived, at least one instance of each. See `forbidden-substitutions.md` in the `writer` skill.

7. **Output.** One or multiple strings depending on surface. For ads — usually multiple variants (3-5) for A/B testing.

MODES

• `landing-copy hero <product-brief>` — hero section (headline + subheadline + CTA)
• `landing-copy features <list-of-features>` — feature-block copy (3-7 features)
• `landing-copy faq <topic>` — FAQ entries (5-10)
• `landing-copy pricing <plans>` — pricing-page copy (plan name + description + CTA per plan)
• `landing-copy seo-meta <page>` — title + description for one page
• `landing-copy og-card <page>` — Open Graph + Twitter card for one page
• `landing-copy google-ad <product> --variants 3` — Google Ads responsive search ad with multiple headlines + descriptions
• `landing-copy facebook-ad <product> --variants 5` — Facebook Ads with primary text + headline + description
• `landing-copy linkedin-ad <product>` — LinkedIn sponsored content
• `landing-copy twitter-ad <product>` — X promoted post
• `landing-copy --improve <existing-copy>` — rewrite weak existing copy

REFERENCES (load on demand)

| File | When to load | |---|---| | [references/surfaces.md](references/surfaces.md) | When identifying which surface you're writing for — full taxonomy with examples | | [references/hero-formula.md](references/hero-formula.md) | When writing a hero section — Julian Shapiro 5-step + alternative formulas + when to use each | | [references/feature-blocks.md](references/feature-blocks.md) | When writing feature-block copy — patterns for 3-feature / 6-feature / detailed-feature pages | | [references/seo-meta.md](references/seo-meta.md) | When writing SEO meta titles + descriptions + Open Graph + Twitter cards | | [references/ad-copy.md](references/ad-copy.md) | When writing paid ads — per-platform templates + variations + targeting hints | | [references/char-limits.md](references/char-limits.md) | Quick-reference table for every char limit across every platform / surface | | [references/banned-patterns.md](references/banned-patterns.md) | After draft — strip marketing fluff, vague claims, generic CTAs |

EXAMPLES

See [examples/before-after.md](examples/before-after.md) — 8 calibration pairs covering hero / featur