sayless

Write copy people read, trust, remember, and act on.

Read references/copywriting-guide.md before writing any copy. It contains the full methodology.

Core rule

Clarity > Respect > Character. Always in this order.

Workflow

1. Classify the context

Determine what is being written:

| Type | Key sections from guide | |------|------------------------| | UI microcopy (buttons, errors, empty states) | Sections 6, 8 | | Product flows (onboarding, settings) | Sections 3, 6, 8 | | Marketing / landing page | Sections 9, 11, 12, 15, 17, 18 | | Full page or mixed | All sections apply |

2. Apply the universal structure

Every piece of copy must answer (explicitly or implicitly):

1. Context — where is the user?
2. Job — what are they trying to do?
3. Solution — what do you offer?
4. Outcome — what changes?
5. Conditions — limits, tradeoffs
6. Next step — what to do now

3. Write living words, kill dead ones

Before outputting any line, check: could this appear on 1,000 websites unchanged? If yes, rewrite with a concrete detail, number, or scenario.

4. Match tone to stakes

• Low stakes (onboarding, tooltips, success): warmth and personality allowed
• High stakes (errors, payments, deletion, security): calm, clear, zero personality

5. Self-check before output

Run the 7-point checklist (guide section 7):

1. Understandable in 3 seconds?
2. "Why should I care?" answered?
3. At least one concrete detail?
4. Can cut 30% without losing meaning?
5. Expectations honest?
6. Next step obvious?
7. Sounds human?

For marketing copy, also run the memorability checklist:

1. Is there a line worth quoting?
2. Can I visualize a scene?
3. Is there contrast or surprise?
4. Does this have a clear point of view?
5. Does it sound like a person, not a committee?
6. Can I remove another 20% and sharpen the punch?

If most are "no" — the text will be understood, but forgotten. Rewrite.

6. Output format

• Return the final copy first, clearly formatted
• Follow with a brief rationale (which principles applied, what was cut/changed)
• If revising existing copy, show before → after

Quick patterns

Buttons: action + object ("Save changes", "Start free trial")

Errors: what happened + what to do ("You're offline. Reconnect to save changes.")

Empty states: teach + guide + one CTA ("Projects will appear here. Create your first one.")

Hero section: headline (outcome) + subhead (how) + proof/constraint + CTA

Sticky lines: "Not another X. Finally Y." / "Less noise. More decisions." / "Stop guessing. Start seeing."

Before/After: pain -> intervention -> concrete win

Never use

Hype: revolutionary, seamless, cutting-edge, best-in-class, next-generation

Filler: very, really, just, actually, basically, literally, simply

Corporate: leverage, synergy, ecosystem, paradigm, holistic, empower

AI slop: "In today's fast-paced world", "Say goodbye to", "Supercharge your", "Take X to the next level"

Full banned list in guide section 21.

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Worked example: failed payment error message

Request: "Write an error message for when a user's credit card payment fails at checkout."

Step 1 — Classify the context

UI microcopy (error message). Key guide sections: 6, 8. High-stakes moment — user is trying to pay and something went wrong.

Step 2 — Apply the universal structure

1. Context: checkout page, payment just attempted
2. Job: complete the purchase
3. Solution: explain the failure and offer a path forward
4. Outcome: user can retry or fix the issue
5. Conditions: could be expired card, insufficient funds, or network error — we may not know which
6. Next step: update payment method or try again

Step 3 — Write living words, kill dead ones

• Dead: "Transaction could not be processed." (could appear on 1,000 sites)
• Living: "Your card was declined. Update your payment method or try a different card."

Step 4 — Match tone to stakes

High stakes (payment failure, user may be anxious). Zero personality. Calm, direct, helpful.

Step 5 — Self-check

1. Understandable in 3 seconds? Yes.
2. "Why should I care?" answered? Yes — your payment didn't go through.
3. At least one concrete detail? Yes — "card was declined."
4. Can cut 30% without losing meaning? No, already tight.
5. Expectations honest? Yes — no false promise it will work next time.
6. Next step obvious? Yes — update method or try different card.
7. Sounds human? Yes.

Step 6 — Output

Final copy:

Payment failed — your card was declined. Update your payment method or try a different card.

Rationale: High-stakes moment, so tone is calm and direct with zero personality (guide section 6). Follows the error pattern: what happened ("card was declined") + what to do ("update your payment method or try a different card") from guide section 8. Avoided vague phrasing like "something went wrong" or "transaction could not be processed" — named the specific problem instead.