skills/refero-design/references/copywriting.md

# 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..."