Marketing Copy Library

How to Use This File

Every asset below has multiple character-count variants for different platforms and contexts. Fill in the [brackets] with your company's specifics. Build these in order — each longer version builds on the shorter ones.

Build the shortest version first. If you can't say it in 10 words, you don't know it well enough yet.

COPY INTAKE — Fill This In Before Writing Any Copy

Company name: _______________
Product name (if different): _______________
What it does (verb + outcome): _______________
Who it's for (specific customer type): _______________
The problem it solves (1 sentence): _______________
The key differentiator (what makes it different): _______________
Best traction signal: _______________
Founder's personal connection to the problem: _______________
Brand voice (circle 3): Direct / Warm / Bold / Expert / Approachable / Professional / Playful
Things we are NOT: _______________

1. TAGLINES

Purpose: The permanent, memorable line that lives on your website, deck cover, and one-sheet.

Formula Options

• [Verb] [Outcome] for [Customer]
• [Customer's world] without [the pain]
• [Desired state] — finally.
• [What you do], [for who], [the way it should be].
• The [category] for [specific customer].

Character Count Variants

10 characters or fewer (logo lockup, favicon alt text):

[Company name] — 3–8 characters preferred

25 characters (mobile header, app store subtitle):

[Verb] [outcome]. [2–3 words.]
Example: "Document everything. Win in court."

40 characters (Twitter bio opening, LinkedIn headline):

[Benefit-focused statement in 5–7 words]
Example: "Court-ready co-parenting documentation — automated."

60 characters (website hero tagline, email preheader):

[Full tagline with brand voice, 8–12 words]
Example: "The documentation platform built for high-conflict co-parenting."

80 characters (Google Ads headline, Product Hunt tagline):

[Tagline + light context, 12–15 words]
Example: "CoTrackPro: Automated co-parenting documentation attorneys and parents trust."

2. ONE-SENTENCE COMPANY DESCRIPTION

Purpose: Used in press releases, investor emails, bio sections, intro emails.

Character Count Variants

50 characters (bio field, short app description):

[Company] helps [who] [outcome].
Example: "CoTrackPro helps co-parents win in court."

100 characters (Twitter bio, Instagram bio, email signature):

[Company] helps [specific customer] [specific outcome] by [key mechanism].
Example: "CoTrackPro helps co-parents capture court-ready documentation automatically — no paperwork required."

160 characters (SMS-length, short profile field):

[Company] is a [category] that helps [customer] [outcome]. [1 proof point or differentiator.]
Example: "CoTrackPro is a co-parenting documentation platform helping families and attorneys capture court-ready records automatically. Trusted by 3 Missouri law firms."

280 characters (full tweet, Google My Business description):

[Company] helps [customer type] [outcome] by [mechanism]. Unlike [alternative], [key differentiator].
[Traction signal.] [CTA with link.]
Example: "CoTrackPro helps co-parents document incidents, exchanges, and communications automatically — in a format family courts accept. Unlike journaling apps, it's built for legal contexts. 200 active users, 3 law firm pilots. cotrackpro.com"

3. COMPANY DESCRIPTION — LONG FORM

Purpose: Website About section, pitch deck company overview, press kit.

75 words (website About snippet, LinkedIn company description)

[Company] was founded in [Year] to solve [problem — 1 sentence].

[What the product does — 2 sentences. Focus on customer outcome, not features.]

[Who uses it — specific. Customer types. Any notable logos or proof points.]

[Closing mission statement — 1 sentence. Why it matters beyond the product.]

150 words (press release boilerplate, investor one-pager About section)

[Company] is a [category] startup helping [ICP] [outcome].

Founded in [Year] by [Founder names], the company was built to address [specific problem — 
2 sentences with market context].

[Product description — 2–3 sentences: what it does, how it works, key differentiator.]

[Customer/market traction — 2 sentences: users, revenue, notable customers, or growth signal.]

[Company] is headquartered in [City, State] and serves [geography or customer type].
For more information, visit [website].

300 words (full press kit company overview, grant applications)

[All of the 150-word version above, plus:]

[Market context — 1 paragraph: how big is this problem, why now, what's changing in the market]

[Team paragraph — why these founders for this problem, relevant background]

[Vision statement — where the company is going in 3–5 years, what the world looks like if you win]

4. FOUNDER / CEO BIO

Purpose: Speaker bios, press mentions, conference programs, LinkedIn, About page.

25 words (conference badge, panel intro)

[Name] is the founder of [Company], which [one sentence: what it does].

50 words (event program, short speaker bio)

[Name] is the founder and CEO of [Company], a [category] startup helping [ICP] [outcome].
Prior to founding [Company], [Name] [1 relevant credential or prior role].
[Name] is based in [City].

100 words (standard speaker bio, LinkedIn About snippet)

[Name] is the founder and CEO of [Company], a [category] startup on a mission to [mission].

[Company] helps [ICP] [outcome] by [mechanism]. [Traction signal — 1 sentence.]

Prior to founding [Company], [Name] [2–3 relevant credentials, roles, or achievements — most relevant first].

[Name] [speaks on / has been featured in / is recognized for] [optional credibility signal].

[Name] is based in [City, State] and [1 personal detail that makes them human — optional].

200 words (full speaker bio, press kit bio)

[All 100-word bio above, plus:]

[Why this founder for this problem — personal connection or domain expertise paragraph]

[Speaking topics or expertise areas — 3 bullet points]

[Contact: email / LinkedIn / website]

5. PROBLEM STATEMENT

Purpose: Pitch deck slide 2, website hero section, investor outreach email.

25 words (tweet, slide headline)

[Specific customer] [specific painful situation] — and current solutions make it worse.
Example: "Co-parents in custody disputes generate thousands of documents — with no system for any of it."

50 words (email opening, deck body copy)

[Customer] faces [problem]. Today, they [workaround — what they do now].
This [specific cost: time, money, risk, frustration].
There's no [what doesn't exist that should].
Example: "Co-parents in custody disputes are expected to produce incident logs, communication records, and evidence on demand. Today, most of them are doing this in notes apps or nothing at all — and it's costing them in court."

100 words (website section, investor memo)

[2-sentence setup: who has the problem and what their world looks like]
[1-sentence cost: what happens because of the problem — be specific]
[1-sentence on why current solutions fail]
[1-sentence on what the market needs]

6. SOLUTION STATEMENT

Purpose: Pitch deck slide 3, website product description, one-sheet.

15 words (slide headline, product tagline variant)

[Company]: [Verb] [outcome] for [customer]. [Key differentiator in 3 words.]
Example: "CoTrackPro: Automated documentation for co-parents. Court-ready, always."

40 words (product card, app store description snippet)

[Company] is a [category] that [what it does — 2 sentences].
Unlike [alternative], [key differentiator].
Example: "CoTrackPro is a co-parenting documentation platform that captures incidents, communications, and evidence automatically. Unlike general note-taking apps, everything is organized and formatted for family court."

80 words (website hero body copy, sales email body)

[What the product does — 2 sentences]
[How it works in 3 steps — brief]
[Key differentiator — 1 sentence]
[Proof point or social proof — 1 sentence]

150 words (website product page intro, press release product description)

[Full product description covering:]
- What it is (category)
- Who it's for (ICP)
- What problem it solves
- How it works (briefly)
- What makes it different (3 things)
- Who uses it today (proof)
- What it costs / how to access it

7. VALUE PROPOSITION STATEMENTS

Purpose: Sales emails, ad copy, landing pages, one-sheet bullets.

Core Value Prop Formula

[Customer] uses [Company] to [outcome] — without [the cost/pain/tradeoff they currently accept].

3 Core Value Props (use as bullet points across materials)

Build three, each addressing a different dimension of value:

VALUE PROP 1 — TIME / EFFICIENCY:
"[Specific task] in [time] instead of [old time]."
Example: "Document a custody exchange in 60 seconds instead of 30 minutes of journaling."

VALUE PROP 2 — OUTCOME / RESULTS:
"[Customer type] using [Company] [achieve specific result]."
Example: "Attorneys using CoTrackPro spend 40% less time on client documentation intake."

VALUE PROP 3 — RISK / PROTECTION:
"[Company] ensures [customer] [never faces consequence / always has protection]."
Example: "CoTrackPro ensures co-parents always have court-ready documentation — even when things escalate unexpectedly."

8. SOCIAL MEDIA COPY

Twitter / X

Tweet — Awareness (problem-focused):

[Surprising stat or bold claim about the problem]

[2 sentences expanding the problem — specific, relatable]

[1 sentence on what's missing / what the world needs]

[Soft mention of your company — last line, not the focus]
[Link]

Target: 240–260 characters. Leave room for a link.

Tweet — Launch announcement:

[Company] is live.

[What it does — 1 sentence]
[Who it's for — 1 sentence]
[Why we built it — 1 personal sentence]

[Link to try it / learn more]

Target: 200–240 characters.

Tweet — Social proof:

"[Customer quote — short and punchy]"
— [Name, Title] at [Company]

[1 sentence context on what they achieved]

[CTA with link]

Target: 200 characters excluding quote.

Tweet thread opener (hook only):

[Bold claim or counterintuitive statement]:

🧵 A thread on [topic]:

Target: 100 characters. The hook is everything.

LinkedIn

LinkedIn post — Thought leadership (500–700 words):

[HOOK — 1–2 lines. Bold, specific, unexpected. This determines whether anyone reads further.]

[LINE BREAK]

[CONTEXT — 2–3 short paragraphs. What you observed, experienced, or learned. Personal.]

[LINE BREAK]

[THE INSIGHT — The counterintuitive takeaway. Your actual point of view.]

[LINE BREAK]

[PROOF OR EXAMPLE — Specific case, number, or story that validates the insight.]

[LINE BREAK]

[PRACTICAL TAKEAWAY — What should the reader do differently?]

[LINE BREAK]

[SOFT CTA — "Curious what others think." or "Building something in this space — DM if you want to chat." Never hard-sell in a LinkedIn post.]

LinkedIn post — Company announcement (200–300 words):

[HEADLINE — What happened. Be specific.]

[LINE BREAK]

[WHY IT MATTERS — 2–3 sentences on what this means for customers / the market / the mission.]

[LINE BREAK]

[STORY / CONTEXT — Brief. Why we did this, what we overcame to get here.]

[LINE BREAK]

[THANK — Specific people who helped. Tag them.]

[LINE BREAK]

[CTA — One thing. Learn more / try it / reach out / apply.]
[Link]

LinkedIn article / newsletter description (60–80 words):

[Title — sharp, specific, benefit-clear]

[Opening hook — 2 sentences that create urgency to read]

[What the article covers — 3 bullet points]

[CTA to read / subscribe]

Instagram / Visual Platforms

Instagram caption — Product post (100–150 words):

[Descriptive opening line — what's in the image]

[VALUE STORY — 2–3 sentences: what problem this solves or what outcome this enables]

[SOCIAL PROOF or RELATABLE MOMENT — 1 sentence]

[CTA — "Link in bio" / "DM us" / "Try free at [URL]"]

[5–10 relevant hashtags]

Instagram caption — Behind the scenes (80–120 words):

[Personal opening — what's happening in the photo]

[STORY — Why this moment matters. What it took to get here.]

[LESSON or REFLECTION — 1 genuine insight]

[COMMUNITY INVITE — "What does [related topic] look like for you?" or "DM us if this resonates."]

Email

Email subject line variants (every subject should have 3 options — A/B test):

CURIOSITY (question format, 40–55 chars):
"[Question the reader is already asking themselves]?"
Example: "Is your co-parenting documentation court-ready?"

BENEFIT (outcome-first, 35–50 chars):
"[Specific result] in [timeframe]"
Example: "Court-ready documentation in 60 seconds"

URGENCY / RELEVANCE (timely, 40–55 chars):
"[Current event or trigger] + [your solution]"
Example: "Family court changed in [state] — here's what it means"

DIRECT / BOLD (30–45 chars):
"[Bold claim or statement]"
Example: "Most co-parents lose in court because of this"

PERSONAL (first-name-field, 35–50 chars):
"[Name], [specific and relevant thing]"
Example: "Doug, your documentation gap"

Email preheader (40–90 characters — the preview text after subject):

Should complement, not repeat, the subject line.
Add context: what they'll find inside.
Example subject: "Court-ready documentation in 60 seconds"
Example preheader: "See how 3 Missouri law firms are using CoTrackPro."

9. AD COPY

Google Search Ads

Headline 1 (30 characters max):

[Primary keyword or benefit]
Examples:
- "Co-Parenting Documentation App"
- "Court-Ready Incident Logs"
- "Family Court Documentation"

Headline 2 (30 characters max):

[Key differentiator or feature]
Examples:
- "Automated & Organized"
- "Trusted by Family Attorneys"
- "Start Free Today"

Headline 3 (30 characters max):

[CTA or proof point]
Examples:
- "Try Free — No Credit Card"
- "200+ Active Users"
- "Built for Family Court"

Description 1 (90 characters max):

[Problem statement + solution hint. Lead with customer pain.]
Example: "Struggling to track co-parenting incidents for court? CoTrackPro documents everything automatically."

Description 2 (90 characters max):

[Differentiator + CTA]
Example: "Unlike notes apps, CoTrackPro organizes your records in court-ready format. Try free today."

Meta / Social Ads

Primary text (125 characters — above "see more" fold):

[Hook — the most important line. Must stop the scroll.]
Example: "Most co-parents are unprepared when their attorney asks for documentation. CoTrackPro changes that."

Primary text (full — up to 500 characters):

[Hook]

[Problem expansion — 2–3 sentences]
[Solution — 1–2 sentences]
[Social proof — 1 sentence]
[CTA]

Headline (27 characters max — below the image):

[Short, punchy, benefit-clear]
Examples:
- "Court-Ready Documentation"
- "Document Smarter"
- "Try CoTrackPro Free"

Link description (27 characters max):

[Domain or short CTA]
Examples: "cotrackpro.com" / "Start Free Today"

10. WEBSITE COPY

Hero Section

H1 — Primary headline (40–70 characters):

[The outcome your customer wants — in their words, not your features]
Examples:
- "Court-ready co-parenting documentation"
- "Never scramble for evidence again"
- "The documentation platform family law needs"

H2 — Subheadline (80–120 characters):

[Who it's for + what it does + key differentiator]
Example: "CoTrackPro helps co-parents and family law attorneys capture, organize, and present incident records — automatically."

Hero body copy (150–200 characters):

[1–2 sentences expanding the value prop. Address the primary objection or the biggest benefit.]
Example: "No more journaling at midnight. No more lost texts. Just clear, organized, court-ready documentation — every time."

Primary CTA button (15–25 characters):

Options (test all three):
- "Start Free Today"
- "Try It Free"
- "Get Started Free"
- "Request a Demo"
- "See How It Works"

Secondary CTA (20–30 characters):

- "See a 2-minute demo"
- "Watch how it works"
- "Learn more"

Social Proof Bar (below hero)

[Logo 1] [Logo 2] [Logo 3] [Logo 4] [Logo 5]
"Trusted by [X] attorneys and [X] families across Missouri"

Feature Section Headers (40–60 characters each)

Feature 1: "[Outcome, not feature name]"
Feature 2: "[Outcome, not feature name]"
Feature 3: "[Outcome, not feature name]"
Example: "Document in seconds. Present in court with confidence."

11. PRESS & PR COPY

Press Release Headline (80–110 characters)

[COMPANY] [VERB] [WHAT] TO [BENEFIT FOR WHO]
Example: "COTRACKPRO LAUNCHES AUTOMATED DOCUMENTATION PLATFORM FOR CO-PARENTS AND FAMILY LAW ATTORNEYS"

Press Release Subheadline (100–130 characters)

[Expand headline — add context, location, or key differentiator]
Example: "St. Louis-based startup brings court-ready incident documentation to families navigating high-conflict co-parenting"

Funding Announcement Headline (80–100 characters)

[COMPANY] RAISES $[X] TO [MISSION OR KEY GOAL]
Example: "COTRACKPRO RAISES $500K TO EXPAND CHILD-CENTERED DOCUMENTATION PLATFORM NATIONALLY"

Quote — Founder (for press releases, 50–80 words)

"[Why this matters to us / what we're trying to change in the world — 2–3 sentences. 
First person, personal. Not corporate.]"
— [Name], [Title], [Company]

Quote — Customer (for press releases, 30–50 words)

"[Specific result or transformation — what changed for them. Numbers if possible.]"
— [Name], [Title], [Company/context]

12. PITCH COMPETITION COPY

Application — Company Description (100 words)

[What you do — 1 sentence]
[The problem — 1 sentence, quantified]
[Your solution — 2 sentences]
[Traction — 1–2 sentences, specific]
[Why this team — 1 sentence]
[The ask — 1 sentence]

Application — What makes you different (50 words)

Unlike [main alternative], [Company] [specific differentiator].
[Second differentiator — specific, concrete].
[Third differentiator — especially if it's defensible/proprietary].

Application — Market opportunity (50 words)

[Market size — TAM with source].
[Beachhead — specific first segment and why].
[Growth rate — why now is the right time].

60-Second Pitch Competition Script

(See pitch-coaching.md for full delivery coaching)

[0:00–0:10] Hook: "[1 stat or bold claim]"
[0:10–0:25] Problem: "[Who + pain + cost]"
[0:25–0:40] Solution: "[What + how + why different]"
[0:40–0:50] Traction: "[Best number + growth]"
[0:50–1:00] Ask: "[Amount + what it funds + milestone]"

COPY QUALITY CHECKLIST

Before finalizing any copy, check:

[ ] Is the customer named specifically? (not "businesses" or "people")
[ ] Does the headline lead with outcome, not feature?
[ ] Is the biggest benefit in the first sentence?
[ ] Is there a number or specific proof point somewhere?
[ ] Have we said what makes us different from the obvious alternative?
[ ] Would a 10-year-old understand what this company does?
[ ] Is there one clear call to action? (not two or three)
[ ] Is the reading level appropriate? (aim for Grade 8 on Hemingway App)
[ ] Does the tone match the brand voice we defined?
[ ] Have we avoided jargon the customer wouldn't use themselves?