---
name: brand-copy-landing
description: "Write conversion-focused landing and sales copy using the boring-marketer framework. Use for heroes, headlines, features, testimonials, pain framing, VoC, or requests to make marketing copy convert."
---

# Boring Marketer Copy

The fundamentals of persuasive marketing copy that haven't changed in 100 years. They're "boring" because they're proven, not clever. This is the constructive framework for *writing* copy that converts. Pair it with `brand-copy` (in-app house style) for the line-level pass, and run a de-slop audit before shipping to cut AI-writing tells.

## Who's speaking

This is **product/brand voice** — confident, bold headlines are wanted here. Use it for a product's landing and sales pages.

- In-app strings, errors, empty states, UI microcopy → use the house-style guide (`brand-copy`).
- First-person copy bylined to a real person (founder essays, social posts) → use that person's voice guide instead; an undersell / never-cocky stance there overrides this skill's boldness.

## Core principle

Write like you're explaining to a smart, skeptical friend. Back every claim with specifics. Make the transformation clear.

## The framework

**Headlines do 80% of the work.** Formula: `action verb + specific outcome + timeframe or context`. E.g. "Ship your startup in days, not weeks." Write at least five before picking — one will out-perform the others by 2–10x.

**Opening lines have one job: get them to read the second sentence.** Lead with a direct challenge, a scene-setting story, a specific result, or a confession. Never open with "In today's fast-paced world."

**Pain quantification makes vague problems feel solvable.** Do the math. "4 hrs for emails + 6 hrs for landing page = 22+ hours of headaches" beats "launching is hard."

**The so-what chain is where most copy dies.** Go three levels deep until you hit something emotional or financial, then write from the bottom:
> "Fast database" → "queries load fast" → "users don't bounce" → "you stop waking up stressed about churn."

**Open loops keep readers moving.** Tease without revealing — "But that's not even the best part." Use 2–4 per page, no more.

**Rhythm is the tell.** Real writing alternates punchy short sentences with longer ones that breathe. Same-length paragraphs scream AI.

**Testimonials follow a shape:** `before state + action + specific outcome + timeframe + emotion`. "I wanna cry" beats "Great product!"

## Avoid

- The words "delve," "utilize," "game-changer," "leverage" (as a verb).
- Excessive em-dashes.
- Anything that starts with "Let's dive in."

**Final check:** read it out loud. If it sounds like a textbook, rewrite it.

> The fundamentals haven't changed in 100 years. The packaging just needs to sound like a person wrote it.