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Copywriting skill for Claude Code: what it does and how to install it

Corey Haines' copywriting skill helps Claude Code write landing page and homepage copy without AI tells or made-up claims. What it does and how to install it.

By the Kipt team · Updated 24 October 2026

Source: coreyhaines31/marketingskills · Maintainer: community: Corey Haines · License: MIT · Checked: 24 October 2026

What is the copywriting skill?

The copywriting skill makes Claude Code, Codex or another agent write marketing copy for a page: homepage, landing page, pricing, feature, about or product page. It is for founders, marketers and developers who want an agent to draft a hero, sections and CTAs that are specific, supportable and free of the phrases that make copy read as machine-written.

Its skills.sh page showed about 233,500 installs (snapshot, 24 October 2026). It comes from coreyhaines31/marketingskills, a 52-skill marketing collection that the README says is "Built for technical marketers and founders who want AI coding agents to help with conversion optimization, copywriting, SEO, analytics, and growth engineering."

The skill's description opens: "When the user wants to write, rewrite, or improve marketing copy for any page, including homepage, landing pages, pricing pages, feature pages, about pages, or product pages." The SKILL.md is at version 2.3.1.

What does it do?

The skill is model-invoked. Its description lists trigger phrases such as "write copy for," "headline help," "CTA copy," "value proposition," "this sounds like AI" and "make it sound human." You can also type /copywriting.

Before drafting, it does three things:

  1. Reads your product context. If .agents/product-marketing.md exists (or the older .claude/ locations), it reads that file first and only asks for what is missing: page purpose, audience, offer, proof points and traffic source. The repo's product-marketing skill creates that file.
  2. Diagnoses the input. It picks one of three situations and states it in one line: A, a blank brief or generic copy, where it builds the argument; B, a draft with a real voice, where it keeps your angle and vocabulary; or C, a point edit, where it changes only what you asked.
  3. Drafts in locked units. It breaks the page into headline, subhead, CTA and sections, writes two or three candidates per unit, keeps the best and locks it.

Every line goes through a three-question gate: can the reader picture it, can it be proven true or false, and could a competitor write the same sentence? A line that fails gets rewritten from the facts or flagged with [NEED: ...].

The output for full page copy is organized by section, with annotations explaining each choice, two or three alternatives for headlines and CTAs, and an optional page title and meta description. For a point edit, it returns only the changed lines with a one-line reason each.

What's in the folder:

File What it holds
SKILL.md Context questions, the diagnosis, drafting protocol, style rules, page structure, CTA formulas, output format
references/ai-tells.md The full blacklist of AI writing patterns, each marked Ban or Cap, with rewrites, a self-check and a source list
references/copy-frameworks.md Headline formulas, landing page section types, page templates and message-market fit tests
references/natural-transitions.md Transition phrases for long copy, plus transitions to avoid
evals/evals.json 10 test prompts with expected behavior, used to check the skill

How do you install it?

The README lists several routes. Pick one per agent so you don't end up with duplicate copies.

skills CLI (just this skill). The skills.sh page gives this command for the skills CLI:

npx skills add https://github.com/coreyhaines31/marketingskills --skill copywriting

The README uses the shorter owner/repo form, for example npx skills add coreyhaines31/marketingskills --skill cro copywriting to pick several skills.

The README warns that when you run this from inside an agent session, the CLI may install only to .agents/skills/, "which Claude Code does not read." In that case, pass the agent:

npx skills add coreyhaines31/marketingskills --skill copywriting -a claude-code

Claude Code plugin (all 52 skills). In an interactive session:

/plugin marketplace add coreyhaines31/marketingskills
/plugin install marketing-skills

Or from the terminal:

claude plugin marketplace add coreyhaines31/marketingskills
claude plugin install marketing-skills@marketingskills

See Claude Code plugins for how marketplaces work. Codex plugin: codex plugin marketplace add coreyhaines31/marketingskills, then pick marketing-skills from /plugins.

Claude.ai upload. Download copywriting-claude-web.zip from the repo's latest release (v2.13.0, published 19 October 2026) and upload it under Customize, Skills, Create skill, Upload a skill. Anthropic's help article on using skills in Claude covers the settings that must be on.

With the CLI, the folder lands in .claude/skills/copywriting/ in your project, or ~/.claude/skills/copywriting/ with -g, the standard Claude Code skill locations. Codex and Cursor read the same format; see Codex skills and Cursor skills.

How do you use it?

Give it the page type, the one action you want visitors to take, who the reader is and any proof you have. If you have a writing sample, include it: the skill matches its sentence length, punctuation and word choices.

Example prompts (suggestions, not quotes from the repo):

  • Write homepage copy for our invoicing app. Audience: freelance designers. Main action: start a trial. Proof: 4.8 rating from 1,200 reviews.
  • This hero sounds like AI. Rewrite it, keep my voice, and flag anything you can't support.
  • Give me three headline and CTA options for this pricing page, with the rationale for each.
  • Fix only the subhead on this landing page. Leave everything else as it is.
  • Rewrite our feature page for the new export tool. Here's last month's launch email as a voice sample.

There are no scripts, packages or API keys. It works best when the product context file exists, so running the product-marketing skill once per project saves you from answering the same questions each time.

Tips and limits

From the SKILL.md and README, not from testing:

  • It has neighbors with narrower jobs. The description sends email copy to emails, popups to popups, editing existing copy to copy-editing and offer design to offers. If you install the whole set, those take over for their tasks.
  • Expect pushback on claims. A request like "say we're the fastest" gets declined unless your sources support it, with a note on what evidence would unlock it.
  • Figures without a cited source. The clarity principle says clearer copy "is associated with +81% conversions, a 38% shorter sales cycle, 28% lower CAC, and 175% more referrals." Neither the SKILL.md nor references/copy-frameworks.md names the study behind these numbers.
  • v2.0 renamed files. The README says the context file moved from .claude/product-marketing-context.md to .agents/product-marketing.md; the skill still checks the old names as fallbacks.
  • Security audits: Gen Agent Trust Hub, Socket and Snyk all showed Pass on skills.sh on 24 October 2026.

The skill runs nothing and writes no files of its own. Under the MIT License you can copy and change it as long as you keep the copyright notice.

Save it in your Kipt library

In Kipt, open Skills and paste the skill's GitHub folder link into the import box. Because marketingskills holds 52 skills, a link to the whole repo shows a list so you can also pick product-marketing or copy-editing. Your skills stay in your own private GitHub repo and install into Claude Code or Codex with npx skills add https://github.com/<you>/<repo>.git --all -g. Kipt is not affiliated with Corey Haines or marketingskills.

Similar skills

Questions

What is the copywriting skill?

copywriting is an MIT-licensed Agent Skill in Corey Haines' coreyhaines31/marketingskills repo. It turns Claude Code, Codex or another agent into a conversion copywriter for homepages, landing pages, pricing, feature and about pages, with rules against AI-sounding phrasing and unsupported claims.

How do I install the copywriting skill?

Run npx skills add https://github.com/coreyhaines31/marketingskills --skill copywriting, the command on its skills.sh page, adding -a claude-code if you run it from inside an agent session. You can also install the whole set as a Claude Code plugin with /plugin marketplace add coreyhaines31/marketingskills and then /plugin install marketing-skills.

Can I use the copywriting skill in Claude.ai?

Yes. The repo's GitHub Releases include a copywriting-claude-web.zip archive. Upload it in Claude under Customize, Skills, Create skill, Upload a skill. Your account permissions and code execution settings must allow skills.

How does the skill stop copy from sounding like AI?

It bans patterns such as "It's not X, it's Y" reveals, "no X, no Y, no Z" lists, sentences that trail into extra comma clauses and stock openers. A reference file, ai-tells.md, holds the full blacklist with rewrites and a self-check to run before delivering a draft.

Will the copywriting skill invent statistics or testimonials?

It is told not to. The SKILL.md says claims must be supportable, and when a requested claim is not supported, the agent should name it, offer the closest supportable alternative and say what evidence would unlock it. Missing facts get flagged as [NEED: ...] instead of filled in.

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