These 14 copywriting prompts help you write headlines, value propositions, landing page sections and offers with ChatGPT, Claude or Gemini, then check every claim before it goes live. Each prompt asks for your real product facts and customer words, because copy built from a vague product description reads like every other page on the internet.
How to use these prompts
Copy a prompt, replace the blanks in double braces, or keep the default after the colon: {{audience:freelance designers}} means "freelance designers" unless you change it. Blanks with no default, like {{facts}}, need your own material.
Gather three things before you start:
- Facts: features, prices, limits, guarantees and any numbers you can prove.
- Customer language: phrases from reviews, support tickets, sales calls or interviews.
- One reader: who the page is for and what they are trying to get done.
These prompts focus on the words: headlines, sections and offers. For the wider plan (positioning, email sequences, ad variants), use the marketing prompts. For button labels, error messages and other interface text, use the UX writing prompts.
Which prompts help you find what to say?
1. Feature, benefit, proof ladder
Most weak copy lists features. This turns each one into what the reader gets, and asks what proves it.
Here are the features of {{product:a time-tracking app}}:
{{features}}
For each feature, write a three-step ladder:
1. Feature: what it is, in plain words.
2. Benefit: what the reader can now do or stop doing, in the words
{{audience:freelance designers}} would use.
3. Proof: the specific fact, number or example from my notes that
makes the benefit believable.
If my notes contain no proof for a benefit, write "PROOF NEEDED" and
suggest what evidence would work. Do not invent numbers.
Notes:
{{facts}}
2. Value proposition in one sentence
If you can't say it in one sentence, the page won't say it either.
Write 8 one-sentence value propositions for {{product:a time-tracking app}}
aimed at {{audience:freelance designers}}.
Each must say who it is for, the main outcome, and what makes it
different from {{alternative:a spreadsheet}}. Under 20 words. Use
the customer phrases below where they fit, word for word.
Customer phrases:
{{customer_phrases}}
Then pick the 2 clearest and explain why in one line each.
3. Objections and honest answers
Readers leave when a question goes unanswered. Get the questions on the table first.
List the 10 most likely reasons {{audience:freelance designers}} would
not buy {{product:a time-tracking app}} at {{price:$12 a month}}.
Use the support tickets and sales notes below as your main source and
say which objections come from them and which are your guesses.
For each objection, write a 1 to 2 sentence answer using only the facts
provided. If the honest answer is "we don't do that", say so and suggest
how the page should handle it.
Tickets and notes:
{{notes}}
Facts:
{{facts}}
Which prompts write headlines?
4. Headlines from different angles
Ten versions of the same angle are one headline. This forces variety.
Write headlines for {{page:the homepage}} of {{product:a time-tracking app}}.
Reader: {{audience:freelance designers}}. Main promise: {{promise:know which clients are actually profitable}}.
Give 3 headlines for each angle:
- Outcome (what they get)
- Problem (what they escape)
- Specific (a concrete number or detail from my facts)
- Question (one the reader would answer "yes" to)
- How-to (starts with "How to")
Under {{max_words:10}} words each. Show the word count. No puns, no
"unlock", "supercharge" or "revolutionize". Use only these facts:
{{facts}}
5. Score and sharpen a shortlist
Use it on your top five candidates, not on fifty.
Score each headline below from 1 to 5 on:
- Clarity: would a stranger know what this is in 5 seconds?
- Specificity: does it say something only we could say?
- Believability: would {{audience:freelance designers}} believe it?
- Relevance: does it match what {{traffic_source:people searching for a time tracker}} want?
Show the scores in a table. For the top 2, write 3 sharper variants
each that fix their lowest score.
Headlines:
{{headlines}}
6. Subheadline that finishes the thought
The headline makes the promise. The subheadline says how.
Headline: {{headline}}
Write 6 subheadlines that explain how the product delivers on that
headline, under 25 words each. Each should add one concrete detail the
headline left out (who it's for, how it works, or what it replaces).
Do not repeat words from the headline. Use only these facts:
{{facts}}
Which prompts write landing page sections?
7. Hero section in three formulas
Seeing the same facts in three structures makes it easy to choose.
Write the hero section (headline, subheadline, 2 to 3 short bullets and
button text) for {{product:a time-tracking app}} three ways:
1. PAS: problem, agitate, solve.
2. Before, after, bridge: life now, life with the product, how to get there.
3. Plain statement: what it is, who it's for, what to do next.
Reader: {{audience:freelance designers}}. Page goal: {{goal:start a free trial}}.
Use the customer phrases where they fit. Only use facts from my notes.
Customer phrases:
{{customer_phrases}}
Notes:
{{facts}}
8. Rewrite a section for skimmers
Most visitors scan. This makes a dense block readable at a glance.
Rewrite this landing page section so a visitor who only reads the bold
text still gets the point.
- Lead with a short bolded line that states the benefit.
- Follow with 1 to 2 plain sentences of support.
- Turn lists of three or more items into bullets.
- Cut any sentence that doesn't help {{audience:freelance designers}} decide.
- Keep every fact; add none.
Section:
{{section}}
9. Pricing page copy
Plan names and one-line descriptions do a lot of selling.
Write pricing page copy for {{product:a time-tracking app}}. Plans and
what each includes:
{{plans}}
For each plan: a name, a one-line "best for" description that names a
type of customer, and the 3 inclusions that matter most to that
customer. Then write 6 pricing FAQs (billing, cancellation, upgrades,
refunds, trials, team seats) answered only from the policy below. If the
policy doesn't answer a question, write "POLICY NEEDED" instead of an
answer.
Policy:
{{policy}}
Which prompts build offers?
10. Offer stack from real terms
An offer is more than a price. This lays out what the buyer gets and on what terms.
Help me present this offer for {{product:an online course on client onboarding}}.
What's included: {{inclusions}}
Price: {{price:$199}}
Guarantee: {{guarantee:30-day refund, no questions asked}}
Deadline or limit: {{deadline:none}}
Write: a one-line offer summary, a bulleted "what you get" list in order
of value to {{audience:freelance designers}}, a short paragraph on the
guarantee that states its terms plainly, and a closing call to action.
If the deadline is "none", do not create urgency. Do not add bonuses,
discounts or numbers I didn't list.
11. Free trial and "free" offer wording
The FTC's advertising guide for small businesses says the terms of a "free" offer tied to a purchase should be disclosed clearly and conspicuously.
Write the copy for this free offer: {{offer:14-day free trial, then $12 a month}}
Conditions:
{{conditions}}
Write: the headline mention, the button text, and one line next to the
button that states the key conditions (what happens when the trial
ends, whether a card is required, how to cancel). The conditions line
must be easy to notice, not fine print, and must not contradict the
headline. Flag any condition that would surprise a customer if it only
appeared in the terms of service.
12. Urgency only from real limits
Fake deadlines cost trust. The FTC's 2022 report Bringing Dark Patterns to Light calls out countdown timers on offers that are not actually time-limited.
Here are the real limits on this offer:
{{limits:Price goes up on 1 December. 40 seats per cohort.}}
Write 5 lines of urgency copy for {{channel:the sales page and launch email}}
that use only these limits. State dates and numbers exactly. No
"only a few left", countdown wording or "last chance" unless my limits
support it. Then suggest one honest reason to act now that isn't about
scarcity, based on: {{reader_cost:every month without the course is another month of messy onboarding}}.
Which prompts check claims before publishing?
13. Claim substantiation table
Run this on any finished draft. It catches implied claims, which a quick read misses.
Review this copy as a careful advertising reviewer.
List every claim in a table with columns: claim (quote it), express or
implied, what a reasonable reader would take it to mean, the evidence
from my notes that supports it, and a status (supported, weak,
unsupported).
Treat these as claims: numbers, comparisons with competitors, words
like "fastest", "only", "guaranteed" or "proven", health, money or
safety outcomes, and anything a reader would infer from images or
testimonials I describe. For each weak or unsupported claim, suggest a
rewrite that stays true.
Copy:
{{copy}}
Evidence notes:
{{evidence}}
14. Testimonial and endorsement check
For pages that quote customers, partners or influencers.
Review the testimonials and endorsements on this page.
For each one, ask me and note:
- Is it from a real, identifiable customer who agreed to its use?
- Is the result typical? If not, what results do customers generally get?
- Did the person receive anything (payment, free product, discount,
affiliate commission, employment)? If so, draft a short, clear
disclosure to place next to the quote.
- Has the wording been edited in a way that changes its meaning?
Flag any testimonial that should be removed. Do not rewrite quotes to
sound better.
Testimonials and what I know about each:
{{testimonials}}
What does the FTC say about claims in your copy?
If you sell in the United States, the FTC's rules apply to your headlines, offers and testimonials, whoever or whatever wrote them. Its small business advertising guide sets out the basics: "Advertising must be truthful and non-deceptive," advertisers "must have evidence to back up their claims," and "Advertisements cannot be unfair."
How that maps to the prompts above:
| Copy element | What the FTC guidance says | Prompt that helps |
|---|---|---|
| Any claim | You need a reasonable basis before the ad runs | 1, 13 |
| Implied claims | "An implied claim is one made indirectly or by inference" and needs evidence too | 13 |
| "Free" offers | Terms should be disclosed clearly and conspicuously | 11 |
| Fine print | Fine print can't contradict other statements in the ad | 11 |
| Testimonials | Results must reflect what consumers typically get; "Your results may vary" is not enough | 14 |
| Comparisons | Comparative advertising is legal as long as it is truthful | 2, 13 |
Reviews and testimonials get extra attention. The FTC's Consumer Reviews and Testimonials Rule went into effect on October 21, 2024 and covers fake or false reviews and testimonials. Paid relationships with endorsers are covered by the Endorsement Guides FAQ.
This is a summary, not legal advice. For claims about health, money or safety, or for anything you're unsure about, ask a lawyer.
How do you get copy that doesn't sound like AI?
Paste customer language. Twenty real phrases from reviews or calls shift the output more than any instruction about tone. Prompts 2 and 7 ask for them.
Ban the clichés you keep seeing. List them in the prompt by name. Then describe what you want instead: short sentences, concrete numbers, the reader's own words.
Ask for options, then choose. A model is good at producing twenty headlines and bad at knowing which one your customers will believe. Pick by hand, and test on real traffic when you can.
Read it aloud as the buyer. If a line could appear on a competitor's page unchanged, it isn't specific enough yet.
Keep your copywriting prompts in one place
If you run the same headline or claim check on every page, turn it into a skill with your voice rules and banned words built in. Paste the prompt into the free SKILL.md generator, or see the copywriting skill for a ready-made one.
To keep a copywriting library you can reach from any project, save these prompts in Kipt with their {{blanks}}, tag them by page type, and press ⌘K to find one. Your library lives as Markdown in a private GitHub repo you own.