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Agent skill

Brand Copywriter

by ognjengt in ognjengt/founder-skills

Writes marketing copy using proven copywriting frameworks. An agent skill from ognjengt/founder-skills.

MITAuto-check passedWriting & Content

Install Brand Copywriter

skills CLI
$ npx skills add ognjengt/founder-skills --skill brand-copywriter -a claude-code

Project install by default; add -g for ~/.claude/skills/.

GitHub CLI
$ gh skill install ognjengt/founder-skills brand-copywriter --agent claude-code

Project scope by default; add --scope user for a personal install. Needs GitHub CLI 2.90.0 or later (public preview).

Manual copy
$ git clone --depth 1 https://github.com/ognjengt/founder-skills.git skills-src && mkdir -p .claude/skills && cp -r skills-src/skills/brand-copywriter .claude/skills/brand-copywriter && rm -rf skills-src

Use ~/.claude/skills/ instead of .claude/skills for a personal install. The folder must contain SKILL.md.

Claude Code skills documentation · loads skills from .claude/skills/

Facts

Skill name
brand-copywriter
GitHub stars
447
Token cost
~3.2k tokens
SKILL.md length
1,268 words
Files
4 (incl. references)
Skills in repo
15
Repo updated
First seen
Licence
MIT

At a glance

Writes marketing copy using proven copywriting frameworks. An agent skill from ognjengt/founder-skills.

  • Works in 7 steps: MANDATORY: Read Reference Files FIRST → Check for Business Context → Analyze Input → …
  • User needs copy for ads (Facebook
  • SKILL.md covers Purpose, Execution Logic, Task Execution and Writing Rules, plus 4 more sections
  • Instructions only: no scripts, shell commands, URLs or credentials in SKILL.md

What it does

Brand Copywriter is an agent skill from ognjengt/founder-skills. Writes marketing copy using proven copywriting frameworks. Use when user needs copy for ads (Facebook, Instagram, TikTok, YouTube), landing pages, sales pages, email sequences, LinkedIn posts, product descriptions, or any marketing content.

Its SKILL.md is about 3.2k tokens, which your agent loads only when the skill is triggered. The skill folder holds 4 other files, including reference files (for example `references/copy_frameworks.md` and `references/writing_styles.md`).

It sits in Writing & Content, covering Copywriting. It works with TikTok, Instagram and YouTube. The repository describes itself as: Claude skills for founders. The licence is MIT.

When your agent uses it

  • User needs copy for ads (Facebook
  • Email sequences
  • Product descriptions
  • Any marketing content

Example prompts

  • “Use the brand-copywriter skill to write marketing copy using proven copywriting frameworks. An agent skill from ognjengt/founder-skills”
  • “/brand-copywriter”

Workflow steps

7 steps, taken from the step headings in SKILL.md.

  1. MANDATORY: Read Reference Files FIRST
  2. Check for Business Context
  3. Analyze Input
  4. Select Frameworks
  5. Write Copy — Version A (Primary Framework)
  6. Write Copy — Version B (Alternative Framework)
  7. Format and Verify

What it can do on your machine

Read from SKILL.md and the folder at commit a45931c. It shows what the files ask for, not the result of running them.

  • Tool permissions

    Pre-approves nothing: there is no allowed-tools line, so your agent's usual permission prompts apply.

    From allowed-tools in the SKILL.md frontmatter.

  • Runs code

    No scripts in the folder and no shell commands in SKILL.md (its code samples are markdown).

    From the folder's file list and the shell code blocks in SKILL.md.

  • Network

    No URLs in SKILL.md.

    From URLs in SKILL.md, links to its own repository left out.

  • Credentials

    Names no API keys, tokens, secrets or passwords.

    From names ending in _API_KEY, _TOKEN, _SECRET, _KEY or _PASSWORD in SKILL.md.

Context cost

Brand Copywriter loads about 3.2k tokens when it runs, and up to ~11k if it reads all its reference files. Until then it costs about 64 tokens; SKILL.md has 1,268 words of instructions outside code blocks.

Always · name and description, kept in context so the agent knows when to use it
~64
When it runs · the whole SKILL.md, loaded when a task matches
~3.2k
With references · SKILL.md plus every file in references/, read only if the agent opens them
~11k

Estimates: characters ÷ 4, the usual rule of thumb; real counts depend on the model's tokenizer. Scripts and assets cost tokens only if the agent reads them.

Safety

Auto-check passed

The automated check found no risky patterns in SKILL.md.

Automated static check — not a guarantee. Review scripts before installing. It scans the text of SKILL.md for risky patterns (piping downloads into a shell, reading credential files, hidden Unicode, destructive commands); files beside SKILL.md are not scanned.

SKILL.md

The full file from ognjengt/founder-skills at commit a45931c, republished under its MIT licence (© ognjengt). 1,268 words, ~3,166 tokens.

Download SKILL.mdSave it as .claude/skills/brand-copywriter/SKILL.md (or your agent's skills folder). This skill also uses 3 other files; get the full folder from GitHub.
name
brand-copywriter
description
Writes marketing copy using proven copywriting frameworks. Use when user needs copy for ads (Facebook, Instagram, TikTok, YouTube), landing pages, sales pages, email sequences, LinkedIn posts, product descriptions, or any marketing content.

Brand Copywriter

Purpose

Generate professional marketing copy in two versions: one using the optimal framework for the platform/use case, and one using an AI-selected alternative framework for comparison.

Execution Logic

Check $ARGUMENTS first to determine execution mode:

If $ARGUMENTS is empty or not provided:

Respond with: "brand-copywriter loaded, proceed with what you need copy for (e.g., Facebook ad, landing page, TikTok video, LinkedIn post, email sequence, etc.)"

Then wait for the user to provide their requirements in the next message.

If $ARGUMENTS contains content:

Proceed immediately to Task Execution (skip the "loaded" message).

Task Execution

When user requirements are available (either from initial $ARGUMENTS or follow-up message):

1. MANDATORY: Read Reference Files FIRST

BLOCKING REQUIREMENT — DO NOT SKIP THIS STEP

Before doing ANYTHING else, you MUST use the Read tool to read BOTH reference files:

Read: ./references/copy_frameworks.md
Read: ./references/writing_styles.md

What you will find:

  • copy_frameworks.md: 14 proven copywriting frameworks with detailed structures, selection matrix, and quick reference tables
  • writing_styles.md: Voice and tone rules built from Ogilvy, Schwartz, Hopkins, Halbert, Sugarman, Caples, and Collier. Contains the Banned Phrases list, AI tell patterns to avoid, and how human copy actually sounds.

DO NOT PROCEED to Step 2 until you have read both files and have the frameworks AND voice rules loaded in context.

2. Check for Business Context

Check if FOUNDER_CONTEXT.md exists in the project root.

  • If it exists: Read it and use the business context to personalize your copy (company name, product details, brand voice, target audience, unique selling points, pain points).
  • If it doesn't exist: Proceed using defaults from "Defaults & Assumptions" and ask clarifying questions if critical information is missing.
3. Analyze Input

From the user's requirements, extract:

  • Copy type: What are they writing? (Facebook ad, landing page, TikTok script, etc.)
  • Product/service: What are they selling?
  • Target audience: Who is this for?
  • Key benefit/transformation: What outcome does the customer get?
  • Tone: Professional, casual, bold, friendly, etc.
  • Length constraints: Character limits, word count, duration (for video)

For any missing information, apply defaults from Defaults & Assumptions.

4. Select Frameworks

Using the Framework Selection Matrix and "Choosing Between Frameworks" guidance from copy_frameworks.md:

  1. Primary Framework: Select the best framework based on:

    • Copy type/platform (use matrix as starting point)
    • Product's primary angle (pain-driven → PAS, transformation → BAB, features → FAB, etc.)
    • Audience awareness level (unaware → ACCA/AIDA, problem-aware → PAS/BAB, etc.)
    • Available copy length

  2. Alternative Framework: Select a genuinely different framework that offers a contrasting approach:

    • If primary is pain-focused (PAS), try transformation-focused (BAB) or structured (AIDA)
    • If primary is feature-focused (FAB), try pain-focused (PAS) or story-focused (STAR)
    • The alternative should give the user a meaningfully different angle to test
5. Write Copy — Version A (Primary Framework)

Write the complete copy using the primary framework:

  • Follow the framework's exact structure
  • Apply brand voice from FOUNDER_CONTEXT.md (if available)
  • Include all required elements (hook, body, CTA)
  • Respect platform constraints (character limits, video length)
  • Follow all Writing Rules below
6. Write Copy — Version B (Alternative Framework)

Write the complete copy using the alternative framework:

  • Same product/message, different structure
  • Explain why this framework was chosen as the alternative
  • Follow all Writing Rules below
7. Format and Verify
  • Structure output according to Output Format section
  • Complete Quality Checklist self-verification before presenting output

Writing Rules

Hard constraints. No interpretation. Every rule here exists because it kills conversion when broken.

Core Rules
  • Write to one specific person, not an audience
  • Lead with the strongest element (pain, benefit, or hook)
  • One idea per sentence
  • Active voice only
  • Specific numbers, always. "127%" not "over 100%". "$45K/month" not "six figures". "2.4 hours" not "significant time".
  • Benefits over features. What they GET, not what it HAS.
  • Clear, single CTA per piece of copy. Name what happens when they click. Not "Sign Up". "Get the free template."
  • Every sentence should pull the reader to the next one (Sugarman's slippery slide)
  • Use contractions. "You're" not "You are". "It's" not "It is".
  • Have opinions. Bland copy sells nothing.
  • Admit limitations when relevant. It builds trust faster than any claim.
Voice Rules (Non-Negotiable)

Read writing_styles.md for the full Banned List. These are the critical ones:

  • NO em dashes for dramatic effect. One brief aside per paragraph max. Never for building tension.
  • NO "And honestly?", "Here's the thing...", "The truth is...", "At the end of the day..."
  • NO "It's not X. It's Y." structure. Cut it entirely.
  • NO "Let's dive in", "Whether you're a X or a Y...", "Unlock your potential"
  • NO "game-changer", "revolutionary", "seamless", "robust", "leverage", "streamline", "delve"
  • NO "Now," as a paragraph opener
  • NO three consecutive fragments for artificial punch
  • NO one-liner at the end that restates what you just said
  • NO fake vulnerability that's actually a humble brag
  • Adjectives like "incredible", "amazing", "powerful" are lazy. Replace with a specific detail that proves the point without saying it.
Show full SKILL.md (486 more words)Show less
Platform-Specific Rules
  • Facebook/Instagram Ads: 125 characters before "See More" — front-load the hook. Total: 1,000 char max primary text.
  • TikTok/Reels: First 3 seconds = hook. Script for 15-60 seconds. Conversational tone.
  • LinkedIn: Professional but human. First line visible = hook. 1,300 char max for full visibility.
  • YouTube: First 5 seconds critical. Script with timestamps for longer content.
  • Landing Pages: Above the fold = headline + subhead + CTA. Scannable sections.
  • Email: Subject line <50 chars. Preview text matters. One CTA per email.
  • Sales Pages: Long-form allowed. Multiple proof points. FAQ section recommended.

Output Format

markdown
## Copy Brief
**Copy type:** [What they're writing]
**Product/Service:** [What they're selling]
**Target audience:** [Who it's for]
**Key transformation:** [What the customer gets]
**Platform constraints:** [Character limits, length, etc.]

---

## Version A: [Primary Framework Name]

**Why this framework:** [1-2 sentences explaining why this is the optimal choice for this copy type]

### Copy:
[Full copy here, formatted appropriately for the platform]

---

## Version B: [Alternative Framework Name]

**Why this framework:** [1-2 sentences explaining why this alternative could work well]

### Copy:
[Full copy here, formatted appropriately for the platform]

---

## Recommendation
[Which version to test first and why. Any A/B testing suggestions.]

Example:

markdown
## Copy Brief
**Copy type:** Facebook Ad
**Product/Service:** AI scheduling tool for founders
**Target audience:** Solo founders working 60+ hour weeks
**Key transformation:** Reclaim 10+ hours per week
**Platform constraints:** 125 char hook, 1000 char max

---

## Version A: AIDA

**Why this framework:** AIDA gives a clean attention-to-action arc. Works well here because the problem is visible but the solution needs a moment to land.

### Copy:
You're working 70 hours a week and still behind.

Last Tuesday I counted how much time I spent just scheduling meetings. 2 hours and 17 minutes. In one day.

CalendarAI handles all of it. Scheduling, rescheduling, confirmations, the whole thing. I set it up in 8 minutes and haven't touched my calendar since.

"I got 12 hours back in my first week. Didn't change anything else." Sarah K., bootstrapped SaaS founder.

→ Try CalendarAI free for 14 days. No credit card needed.

---

## Version B: PAS

**Why this framework:** PAS leads with the pain, which is strong here. Founders already feel this daily, so we don't need to explain it. We just need to name it accurately.

### Copy:
Your calendar is running your business. You're not.

You spent 47 minutes yesterday rescheduling a single call. You have 3 "free" slots this week and two of them are back-to-back meetings you forgot about. Meanwhile, the actual work that grows your company keeps getting pushed.

CalendarAI does all of this for you. Schedules, reschedules, sends reminders, blocks your focus time. Set it up once, it runs.

2,400 founders use it. Average time saved: 11 hours a week.

→ Get your first week free. See how it works.

---

## Recommendation
Test Version B (PAS) first. The pain is real and daily for this audience, so leading with it will get more clicks. If CTR is strong but people aren't converting, swap to Version A, which spends more time on the proof.

References

Both files MUST be read using the Read tool before writing any copy (see Step 1):

FilePurpose
./references/copy_frameworks.md14 copywriting frameworks with structures, examples, and selection matrix
./references/writing_styles.mdVoice and tone rules from Ogilvy, Schwartz, Hopkins, Halbert, Sugarman, Caples, Collier. Contains the full Banned Phrases list, AI tell patterns, and what human copy actually sounds like.

Why both matter: copy_frameworks.md picks the right structure. writing_styles.md makes the words sound like a human wrote them. A great structure with AI-sounding copy still fails. Great voice with the wrong structure still underperforms. Both together is what actually converts.

Quality Checklist (Self-Verification)

Before finalizing output, verify ALL of the following:

Pre-Execution Check
  • I read ./references/copy_frameworks.md before writing copy
  • I read ./references/writing_styles.md before writing copy
  • I have both the frameworks AND the voice/banned-phrase rules in context
Input Check
  • Copy type/platform is identified
  • Target audience is clear
  • Key benefit/transformation is defined
  • Defaults applied for any missing info
Framework Check
  • Primary framework matches the copy type (per Selection Matrix)
  • Alternative framework offers a genuinely different approach
  • Both frameworks are used correctly (following their structure)
Writing Rules Compliance
  • Hook is strong and front-loaded
  • Active voice throughout
  • Specific numbers used (not vague adjectives)
  • Benefits emphasized over features
  • Clear single CTA that names what happens when they click
  • Platform constraints respected
Voice & AI Tell Check
  • Zero banned phrases from writing_styles.md (no "game-changer", "And honestly?", "Here's the thing...", etc.)
  • No em dashes used for dramatic effect
  • No "It's not X. It's Y." structures
  • Contractions used throughout (you're, it's, they're)
  • At least one specific detail that shows rather than tells (Ogilvy principle)
  • At least one opinion or honest admission
  • Copy could NOT have been written about a different product (it's specific enough)
  • Read both versions aloud in your head. If either one stumbles or bores, rewrite before presenting.
Output Check
  • Both versions are complete and ready to use
  • Copy Brief accurately summarizes the input
  • Recommendation explains which to test first

If ANY check fails → revise before presenting.

Defaults & Assumptions

Use these unless the user overrides:

  • Copy type: General copy (most common request)
  • Tone: Confident, conversational, professional
  • Audience: Business owners/founders (if not specified)
  • Length: Platform-appropriate (use standard limits)
  • CTA: Name the action ("Get the free guide", "Start your free trial"). Never "Learn More" or "Sign Up".
  • Urgency: Soft urgency (no fake scarcity)
  • Proof: Use if provided, don't invent testimonials

Document any assumptions made in the Copy Brief.

© ognjengt, MIT. Rendered from Markdown: HTML in the file is shown as text, images as links, and headings moved down two levels. Raw file

Files

SKILL.md and 3 other files (references) in skills/brand-copywriter of ognjengt/founder-skills.

  • SKILL.md
  • references/.gitkeep
  • references/copy_frameworks.md
  • references/writing_styles.md

Open the folder on GitHubat commit a45931c

Compare with similar skills

Brand Copywriter next to the 5 skills that share the most tags, products or categories with it. Stars are the repository's; “used in” counts other GitHub owners with a copy.

Brand Copywriter compared with similar skills
SkillStarsUsed inTokensAuto-checkLicenceRepo updated
Brand Copywriter this skillognjengt/founder-skills447—~3.2kAutomated safety check: PassMIT
Postizgitroomhq/postiz-agent5082 repos~7.9kAutomated safety check: PassAGPL-3.0
Outlier Post FinderScrapeCreators/social-media-research-skills3.4k—~1.5kAutomated safety check: NotesMIT
Social Media Managementmanojbajaj95/claude-gtm-plugin1051 repos~3.9kAutomated safety check: PassMIT
Thread Writer Smsblacktwist/social-media-skills560—~5kAutomated safety check: PassMIT
AI Social Media ContentNeverSight/learn-skills.dev2171 repos~1.8kAutomated safety check: PassNone

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Works with

Categories

Questions about Brand Copywriter

What does Brand Copywriter do?

Writes marketing copy using proven copywriting frameworks. An agent skill from ognjengt/founder-skills. Brand Copywriter is an agent skill from ognjengt/founder-skills. Writes marketing copy using proven copywriting frameworks.

When should I use Brand Copywriter?

Brand Copywriter fits situations like: user needs copy for ads (Facebook; email sequences; product descriptions; any marketing content.

How do I install Brand Copywriter in Claude Code?

Run `npx skills add ognjengt/founder-skills --skill brand-copywriter -a claude-code`. Or copy the skill folder (skills/brand-copywriter in ognjengt/founder-skills) into .claude/skills/brand-copywriter in your project. Claude Code loads it when a task matches its description.

How do I install Brand Copywriter in Codex?

Run `npx skills add ognjengt/founder-skills --skill brand-copywriter -a codex`. Or copy the skill folder (skills/brand-copywriter in ognjengt/founder-skills) into .agents/skills/brand-copywriter in your project. Codex loads it when a task matches its description.

Can I use Brand Copywriter in Cursor, Gemini CLI or GitHub Copilot?

Cursor, Gemini CLI, GitHub Copilot and OpenCode also load SKILL.md folders. With the skills CLI, run `npx skills add ognjengt/founder-skills --skill brand-copywriter -a cursor` (or -a gemini-cli, github-copilot or opencode for the others). To copy it by hand, put the folder in .cursor/skills/brand-copywriter, .gemini/skills/brand-copywriter, .github/skills/brand-copywriter and .opencode/skills/brand-copywriter in your project.

What does Brand Copywriter need to run?

SKILL.md names no scripts, command-line tools or credentials: Brand Copywriter is instructions for the agent only.

Does Brand Copywriter access the network?

SKILL.md contains no URLs. Any network use would come from the scripts or tools the agent runs. This is read from the text; nothing was executed.

Is Brand Copywriter safe to install?

Our automated static check of SKILL.md found no risky patterns, such as piping downloads into a shell, reading credential files or hidden Unicode. It is not a guarantee. Review the folder before installing.

What licence does Brand Copywriter use?

Brand Copywriter is published under the MIT licence (the repository's licence). It allows redistribution, so the full SKILL.md is shown on this page.

How many tokens does Brand Copywriter use?

About 3.2k tokens (SKILL.md is roughly 13k characters). Agents keep only the skill's name and description in context until a task matches; then they load SKILL.md in full. Its references folder adds about 8k tokens, read only when the agent opens those files.

What are the alternatives to Brand Copywriter?

Skills that share tags, products or a category with Brand Copywriter: Postiz (gitroomhq/postiz-agent, 508 stars), Outlier Post Finder (ScrapeCreators/social-media-research-skills, 3.4k stars), Social Media Management (manojbajaj95/claude-gtm-plugin, 105 stars) and Thread Writer Sms (blacktwist/social-media-skills, 560 stars). The comparison table on this page puts their stars, adoption, token cost, safety result and licence side by side.

Who maintains Brand Copywriter?

ognjengt (a GitHub user) maintains it in ognjengt/founder-skills, which has 447 GitHub stars. The repository holds 15 skills in this directory. The repository was last updated on May 18, 2026.

Source: ognjengt/founder-skills on GitHub. Facts on this page come from the repository at the commit we read; the author's words are quoted as theirs.