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."