Copy Doctor

Review and improve marketing/UI copy using Ogilvy principles.

Core Principles

Benefit-driven: Lead with what the user gets, not what the product does
Specific: Replace vague claims with concrete details
Clear: Simple words, short sentences, no jargon
Active voice: Subject does the action

What to Review

Headlines and subheads
Taglines
CTAs (calls to action)
Button text
Microcopy (form labels, tooltips, error messages)
Landing page copy
Product UI text
Marketing emails

Review Framework

For each piece of copy, evaluate:

| Dimension | Question | |-----------|----------| | Benefit | Does it answer "what's in it for me?" | | Specificity | Are there concrete numbers, outcomes, or details? | | Clarity | Can a 12-year-old understand it? | | Voice | Is it active, not passive? | | Length | Is every word earning its place? | | Action | Is the next step obvious? |

Common Fixes

Weak → Strong Patterns

| Problem | Example | Fix | |---------|---------|-----| | Feature, not benefit | "AI-powered analytics" | "See what's working in seconds" | | Vague | "Improve your workflow" | "Save 4 hours per week" | | Passive | "Reports are generated" | "Generate reports" | | Too long | "Click here to get started now" | "Get started" | | Unclear action | "Learn more" | "See pricing" or "Watch demo" |

Button Text Rules

Use verbs: "Get", "Start", "Try", "Download"
Be specific: "Download PDF" beats "Download"
Match user intent: "Continue shopping" vs "Keep browsing"
Avoid: "Submit", "Click here", "Learn more" (unless truly exploratory)

Headline Rules

Lead with the outcome
Use numbers when possible
Keep under 10 words
Test: Would someone share this?

Output Format

When reviewing copy:

Current: Quote the existing copy
Issues: List specific problems (1-3 bullets)
Rewrite: Provide improved version
Why: One sentence explaining the improvement

When writing new copy:

Ask: What's the user's goal? What action should they take?
Draft: 2-3 options from different angles
Recommend: Pick one and explain why

Ogilvy Maxims

Reference these when explaining improvements:

"The headline is the most important element. Five times as many people read headlines as body copy."
"Never use tricky or irrelevant headlines."
"The more you tell, the more you sell." (for long-form, not UI)
"Write the way you talk. Naturally."
"Don't address your readers as though they were gathered together in a stadium."