copywritinglisted

# Copywriting Write copy that is **specific, single-minded, and provable**. Marketing copy fails in a predictable way: it describes a category rather than a product, hedges every claim into meaninglessness, and reaches for superlatives where a fact would do. The test is blunt — **if you could swap in a competitor's logo and the copy would still read as true, it isn't positioning, it's wallpaper.** Copy is not persuasion technique applied to a blank page. It is positioning made concrete. Everything here assumes the positioning exists; if it doesn't, that's the first job. ## When to use The user is writing or improving any customer-facing copy — hero sections, landing pages, ads, emails, product pages, buttons — or asking why existing copy isn't landing. ## Before you start 1. **Read the brand/product context first.** If `.agents/product-marketing.md` or `.agents/aaj-brand.md` exists, use it for product, audience, voice, and competitors. 2. **Get the positioning.** Copy inherits from positioning; it cannot invent it. If there's no positioning statement, run `positioning-statement` first or gather: who it's for, the problem, the category, the single benefit, the competitive alternative, the differentiator. 3. **Define the one job.** Every asset does exactly one thing — capture an email, book a call, start a trial, explain one concept. An asset with two jobs does neither. 4. **Collect the proof.** Ask for numbers, named customers, verifiable specifics. Copy is only as stron