Marketing Copy

Marketing Copywriting

Use this skill when writing marketing copy for your app: social posts, website text, app store descriptions, emails, or any user-facing content.

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Core Principles

1. Benefits Before Features

Wrong: "The app uses Core Haptics to send patterns." (Feature) Right: "Feel exactly when to switch tasks without looking." (Benefit)

Always answer: What does the user GET? Not what does the app DO.

| Feature (What it does) | Benefit (What user gets) | |------------------------|--------------------------| | iCloud Sync | Start on iPhone, finish on Mac | | Haptic Feedback | Know what's happening without looking | | Offline Mode | Works wherever you are, no signal needed | | 120Hz Support | Butter-smooth scrolling |

2. Less Words = More Impact

Cut ruthlessly. If a word doesn't add meaning, delete it.

Wordy: "This application is designed to help you organize your daily tasks more efficiently." Concise: "Organize your day. Get more done."

Rule: After writing, ask "Can I cut 30%?" Usually yes.

3. Find Your "Anchor" Word

Every great app has an anchor concept. Find yours and stick to it.

Examples:

• Haptix (Timer App): "Feel" ("Timing you can feel")
• Headspace: "Mindful"
• Obsidian: "Second Brain"

Avoid generic words like "manage," "track," or "view." Use sensory or emotional words.

4. Pain → Solution → Outcome

Structure all copy this way:

1. Pain: "Ever lose your train of thought checking the clock?"
2. Solution: "Our app taps your wrist at key moments."
3. Outcome: "You stay present. Time handles itself."

5. You, Not We

Write to the user, not about yourself.

Wrong: "We built this to solve our presentation problems." Right: "Never break eye contact to check the time again."

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Brand Voice Template

Define your app's voice. Pick 3-4 adjectives:

| Attribute | Example | |-----------|---------| | Confident | "The last timer you'll need" | | Warm | "Built for people who hate checking clocks" | | Concise | Short sentences. Fragments okay. | | Real | No corporate speak. Write like a person. |

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Platform-Specific Guidelines

Reddit

• Tone: Casual, authentic, "maker" vibe.
• Hook: Lead with a personal story or a specific problem you solved.
• Engagement: "Roast my UI" or "I built this because X sucked" works better than "Check out my app."
• Transparency: Be open about pricing and features.

LinkedIn

• Tone: Professional but personal.
• Hook: "I built something to solve [Professional Problem]."
• Focus: Productivity, career growth, technical achievement.

App Store

• First Line: Must be your strongest benefit hook.
• Format: Short paragraphs, bullet points for features.
• Keywords: Integrate naturally, don't stuff.

Slack/Email

• Tone: Super concise.
• CTA: One clear Call to Action.
• Format: Use bullet points.

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Quick Checklist

Before publishing any copy, ask:

• [ ] Does it lead with a benefit, not a feature?
• [ ] Can I cut 30% of the words?
• [ ] Do I use "You" more than "I" or "We"?
• [ ] Is the outcome clear to the user?
• [ ] Would I stop scrolling to read this?

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Case Study: "Haptix" (Timer App)

Here is how these principles were applied to a real app.

Bad → Good Examples

Bad (Feature-focused): "Haptix is a segmented timer application for iOS and watchOS that provides customizable haptic feedback notifications."

Good (Benefit-focused): "Feel your timing. Never check the clock again."

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Bad (Wordy): "Create custom timers with multiple segments and receive haptic notifications on your Apple Watch."

Good (Concise): "Set your segments. Your wrist handles the rest."

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Bad (Self-centered): "We worked hard to make the sync seamless."

Good (User-centered): "Start on your phone. Feel it on your wrist."

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: mwd1234
• Source: mwd1234/ios-agentic-skills
• License: MIT

Install and usage instructions live in the source repository linked above.