# Copywriting

Copy discipline for headlines, CTAs, and product language the agent produces.

## Rules

1. **One idea per sentence.** Compound sentences bury the point. Short sentences. Active voice. Verbs do the work.

2. **Headlines promise a specific outcome.** "Ship faster" beats "Innovative solutions." The reader must know what they get in five words.

3. **CTAs name the action.** "Start free trial" beats "Get started." "See pricing" beats "Learn more." Vague buttons convert poorly.

4. **Benefits before features.** "Save 2 hours on every deploy" before "CI/CD pipeline integration." Features justify; benefits sell.

5. **Cut every word that doesn't earn its place.** "In order to" → "to." "Utilize" → "use." "Very unique" → delete. If you can remove a word without losing meaning, remove it.

6. **Match voice to audience.** Developer tools sound direct and technical. Consumer products sound human. Don't mix registers on the same page.

## What This Replaces

Feature-list prose, vague CTAs, and marketing copy that reads like it was generated to fill space.