@nerdev/skillset 0.2.1

package/skills/ui/refero-design/references/copywriting.md

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+# Copywriting Guide
+
+How to write copy people read, trust, remember, and act on.
+
+---
+
+## Core Belief
+
+People do not read copy. They make decisions.
+
+Copy is not content. Copy is an interface between a person and a next step. If text does not help someone understand, choose, or act ,  it actively hurts the design.
+
+---
+
+## The Order of Great Copy
+
+**Clarity > Respect > Character** ,  always in this order.
+
+- **Clarity**: without it, copy fails
+- **Respect**: without it, copy irritates
+- **Character**: without it, copy is forgotten
+
+Most bad "brand voice" starts with character and skips clarity.
+
+---
+
+## Living Words vs Dead Words
+
+Dead copy is abstract, generic, safe, interchangeable. Signal: it could live on 1,000 websites unchanged.
+
+| Dead | Living |
+|------|--------|
+| "Innovative platform" | "Create a landing page in 20 minutes. No code." |
+| "Next-generation solution" | "See where users drop off in checkout." |
+| "Seamless experience" | "Export to PDF and Google Docs in one click." |
+| "Powerful and flexible" | "Works with Gmail and Outlook. iCloud is next." |
+
+**Rule**: If a word can be removed without changing meaning, it is probably dead.
+
+---
+
+## Universal Copy Structure
+
+Any good piece of copy answers:
+
+1. **Context** ,  Where is the user right now?
+2. **Job to be done** ,  What are they trying to accomplish?
+3. **Solution** ,  What do you offer?
+4. **Outcome** ,  What changes for them?
+5. **Conditions** ,  Limits, tradeoffs, requirements
+6. **Next step** ,  What should they do now?
+
+If copy feels empty, one of these is missing.
+
+---
+
+## Info-Style Thinking
+
+1. Facts beat adjectives: "fast" → "in 10 seconds"
+2. Verbs beat nouns: "configuration" → "set up"
+3. Plain word order: say what happens first, details later
+4. One sentence = one idea
+5. Higher stakes = calmer tone (payments, deletion, security)
+
+---
+
+## Microcopy
+
+### Buttons
+
+Bad: OK, Submit, Confirm
+
+Good ,  action + object:
+- Create project
+- Save changes
+- Invite teammates
+- Download PDF
+- Start free trial
+
+### Errors
+
+Good errors include: (1) what happened, (2) why if useful, (3) what to do next.
+
+| Quality | Example |
+|---------|---------|
+| Bad | "Something went wrong" |
+| Better | "Couldn't save. Check your connection and try again." |
+| Best | "You're offline. Reconnect to save changes." |
+
+### Empty States
+
+Not "No data." Teach and guide: "Projects will appear here. Create your first one to get started." One CTA, not five.
+
+---
+
+## Marketing Hero Section
+
+Must answer instantly:
+- Who is this for?
+- What problem does it solve?
+- What outcome do I get?
+- Why should I trust it?
+- What do I do next?
+
+Example:
+
+> Headline: "Turn meeting notes into decisions."
+> Subhead: "Record, transcribe, and summarize calls in real time on macOS."
+> Proof: "English and Spanish supported. 60-minute meetings."
+> CTA: "Try it free"
+
+---
+
+## Write in Scenes, Not Claims
+
+People remember images, not abstractions.
+
+Bad: "A better workflow for teams."
+
+Good: "At 10:03 the PM drops a task. At 10:07 the designer has real references and a draft."
+
+Scene template: who + where + what happens + what changes.
+
+---
+
+## Proof Beats Hype
+
+Trust-killing words: revolutionary, seamless, cutting-edge, best-in-class, next-generation.
+
+Replace with: numbers, scenarios, constraints, real outputs, real limits.
+
+Honesty increases credibility. Credibility increases impact.
+
+---
+
+## Rhythm
+
+Flat rhythm kills attention. Use variation: short line, longer line, short punch.
+
+"Fewer clicks.
+Clearer decisions.
+Less arguing in Slack."
+
+Change sentence length every 1-2 lines. One paragraph = one punch.
+
+---
+
+## The Sticky Line Test
+
+Every important page needs at least one line that can be screenshotted, quoted, remembered.
+
+Patterns:
+- "Not another X. Finally Y."
+- "Less noise. More decisions."
+- "Stop guessing. Start seeing."
+
+If nothing is quotable, nothing sticks.
+
+---
+
+## Product UI Copy
+
+On dashboards, settings, and admin panels ,  copy exists to orient, report status, and enable action. Not to inspire, persuade, or build brand.
+
+**Principle: Orientation + Status + Action. Not Promise + Mood + Brand Voice.**
+
+### Headings: Descriptive, Not Aspirational
+
+| Wrong | Right |
+|-------|-------|
+| "Unlock Your Growth Potential" | "Revenue This Month" |
+| "Your Journey Starts Here" | "Onboarding Progress" |
+| "Insights That Matter" | "Search Metrics" |
+| "Your Team at a Glance" | "Team Activity" |
+
+**Litmus test:** If an operator scans only headings, labels, and numbers, can they understand the page? If no ,  rewrite.
+
+### Avoid on Operational Surfaces
+
+- Executive-summary banners with hero numbers
+- "Supercharge your pipeline", "Elevate your workflow"
+- Motivational subheadings ("Let's make today count")
+- Brand voice where function is needed
+
+### When Marketing Tone IS Appropriate in Product
+
+- Empty states (first-time user)
+- Onboarding flows
+- Upgrade prompts
+- Success celebrations
+
+Even here: one line of warmth, then back to function.
+
+---
+
+## Pre-Publish Checklist
+
+1. Can a stranger understand this in 3 seconds?
+2. Is "why should I care?" answered clearly?
+3. Is there at least one concrete detail?
+4. Can I cut 30% without losing meaning?
+5. Are expectations honest (limits included)?
+6. Is the next step obvious?
+7. Does it sound human, not corporate?
+
+Two or more "no" = rewrite.
+
+---
+
+## Banned Words
+
+### Hype
+revolutionary, seamless, cutting-edge, best-in-class, next-generation, world-class, game-changing, disruptive, innovative (without proof), powerful (without specifics), robust, state-of-the-art, groundbreaking
+
+### Filler
+very, really, just, actually, basically, literally, simply, easily, highly, incredibly, extremely, absolutely, truly, totally
+
+### Corporate Zombie
+leverage, synergy, ecosystem, paradigm, holistic, end-to-end, mission-critical, value proposition, stakeholder, thought leader, empower, optimize (in marketing), streamline (without specifics), unlock (metaphorical), drive (as in "drive growth")
+
+### AI Slop Markers
+"In today's fast-paced world...", "In an era of...", "Look no further", "Say goodbye to...", "Introducing the future of...", "Reimagine...", "Supercharge your...", "Elevate your...", "Take your X to the next level", "Harness the power of..."