Writing business copy

Write for one busy reader who is mid-problem, skeptical, and one tab away from leaving. Project instructions (CLAUDE.md) override this skill where they conflict, such as a project's naming or AI-disclosure rules.

Voice

• You, not we. The reader is the subject of nearly every sentence. Use "we" only when speaking as the company (about pages, guarantees, apologies). Flip "We provide X" into "You get X", "Ever had X problem?", or "Want Y result?"
• Conversational. Contractions, plain words, short sentences. If you wouldn't say it to a customer at a trade show, rewrite it.
• Humor is welcome. Dry and knowing beats wacky. One joke that proves you know the reader's world is worth three safe paragraphs.

Substance