Quick answer: for conversion copy (landing pages, headlines, ads, sales emails), install Corey Haines’ free marketingskills (copywriting, copy-editing, ad-creative, CRO skills), Anthropic’s free Marketing plugin for brand review, and blader/humanizer to strip AI tells. Paid bundles are optional. If you write long-form articles and blog posts instead, see Claude Code skills for content writers.
Claude Code skills fix the forty-headlines-before-lunch problem. A skill is a folder with a SKILL.md file that tells Claude how to do one job your way. Install a good one and Claude stops writing generic copy and starts following a method. Write your own and your frameworks stop living only in your head.
This guide covers the skills worth installing for landing pages, headlines, email, ads, brand voice, copy audits and humanizing. It separates free from paid, gives the install command for each, and ends with a walkthrough for turning your own process into a skill.
Every repo, star count and command below was checked on 1 November 2026. Star counts move daily, so treat them as a snapshot.
What Claude Code skills are (and why copywriters should care)
Short answer: a Claude Code skill is a directory containing a SKILL.md file with a short description and a set of instructions. Claude reads the description in every session and loads the full instructions only when the task matches, or when you type /skill-name. For a copywriter, that means your briefs, formulas and checklists can run every time without pasting them in.
According to the official Claude Code skills docs, skills live in a few places:
| Location | Path | Who gets it |
|---|---|---|
| Personal | ~/.claude/skills/<skill-name>/SKILL.md | You, in every project on your machine |
| Project | .claude/skills/<skill-name>/SKILL.md | Anyone working in that folder or repo |
| Plugin | <plugin>/skills/<skill-name>/SKILL.md | Wherever the plugin is enabled, called as /plugin-name:skill-name |
Two details matter for writers.
First, the description field decides when the skill fires. If yours says “Use when writing landing page headlines or hero sections,” Claude will reach for it when you ask for a hero rewrite. If it says “copy stuff,” it won’t.
Second, a skill can carry supporting files. The docs recommend keeping SKILL.md under about 500 lines and moving long material into separate files that Claude reads only when needed. So a swipe file, a banned-words list or a voice guide can sit next to the skill without bloating every session.
Why this beats a saved prompt: a prompt is something you remember to paste. A skill is something Claude remembers to use. And because it’s a plain text file, you can version it, share it with a client team, or sell it.
If you’re new to the concept, start with what Claude Code skills are and come back.
Takeaway: skills turn your process into a file Claude follows on its own, which is the difference between “AI that writes” and “AI that writes the way you would.”
How to install a copywriting skill in under two minutes
Short answer: most free skills install with one command, npx skills add owner/repo, or through Claude Code’s plugin system with /plugin marketplace add owner/repo followed by /plugin install. You can also copy a skill folder into ~/.claude/skills/ by hand. All three routes end in the same place: a SKILL.md Claude can find.
There are three install routes you’ll see in READMEs:
- The skills CLI.
npx skills add coreyhaines31/marketingskillspulls a repo’s skills into your agent. Many repos let you pick individual skills with a--skillflag. - Claude Code plugins. Inside Claude Code, run
/plugin marketplace add owner/repo, then/plugin install name@marketplace. Plugins bundle skills, commands and sometimes MCP servers. - Manual copy. Download the folder, drop it in
~/.claude/skills/, done. Claude Code watches skill directories, so edits take effect in the current session. If you create a brand new top-level skills directory mid-session, the docs say to run/reload-skills.
A quick safety habit: open the SKILL.md before you install anything from a directory site. Skills can include scripts and can pre-approve tools through allowed-tools. Most copywriting skills are pure text, but you should know what you’re running.
For a step-by-step version with screenshots of each route, see how to install Claude Code skills.
Takeaway: installing is the easy part. Picking the right three or four skills is where the time goes, so that’s what the next section is for.
The best free Claude Code skills for copywriters
Short answer: the strongest free options are Corey Haines’ marketingskills repo (copywriting, copy-editing, emails, ads, CRO), Anthropic’s official Marketing plugin (drafting, brand review, email sequences), alirezarezvani’s claude-skills marketing bundle, and blader’s humanizer for stripping AI tells. All are open on GitHub and were updated within the last few weeks.
Here is the shortlist, with what each one is good for.
1. coreyhaines31/marketingskills
- Source: github.com/coreyhaines31/marketingskills
- Price: free, open source
- Stars / last push: about 57,800 stars, last push 31 October 2026
- What it does for copywriters: the repo includes
copywriting(write or rewrite homepage and landing page copy),copy-editing(edit and refresh existing copy),emails(sequences, drips and lifecycle flows),cold-email,ads,ad-creative,cro(page and form conversion),marketing-psychology,offersandcustomer-research. Note the v2 renames:page-crobecamecroandemailbecameemails, so older blog posts may cite the wrong names. - Install:
# everything
npx skills add coreyhaines31/marketingskills
# just the copy skills
npx skills add coreyhaines31/marketingskills --skill cro copywriting copy-editing emails ads
# target Claude Code specifically
npx skills add coreyhaines31/marketingskills -a claude-codeThis is the closest thing to a default copywriting stack. If you install one repo, make it this one.
2. Anthropic’s Marketing plugin (knowledge-work-plugins)
- Source: github.com/anthropics/knowledge-work-plugins
- Price: free, official Anthropic repo
- Stars / last push: about 34,300 stars, last push 1 November 2026
- What it does for copywriters: commands include
/draft-content(blog posts, social, newsletters, landing pages, press releases, case studies),/brand-review(checks content against your voice, style guide and messaging pillars) and/email-sequence. Skills includecontent-creation(templates, headline formulas, CTA guidance) andbrand-voice(voice attributes, tone adaptation, terminology). Without your own brand settings,/brand-reviewfalls back to a generic review for clarity and consistency, so feed it your guide. - Install:
claude plugin marketplace add anthropics/knowledge-work-plugins
claude plugin install marketing@knowledge-work-plugins3. alirezarezvani/claude-skills (marketing bundle)
- Source: github.com/alirezarezvani/claude-skills
- Price: free, open source
- Stars / last push: about 29,100 stars, last push 31 October 2026
- What it does for copywriters: a large multi-domain library. The marketing bundle includes
copywriting,email-sequence,content-creatorand a landing page generator. Skills ship inside domain bundles, so you install the marketing bundle rather than single skills. - Install:
/plugin marketplace add alirezarezvani/claude-skills
/plugin install marketing-skills@claude-code-skills4. blader/humanizer
- Source: github.com/blader/humanizer
- Price: free, MIT licence
- Stars / last push: about 63,300 stars, last push 28 October 2026
- What it does for copywriters: checks text against 26 patterns drawn from Wikipedia’s guide to signs of AI writing (forced triads, inflated significance, decorative bold, chatbot residue) and rewrites them. On files it edits prose and leaves code, frontmatter and links alone. It can match your voice from a sample, and it asks for missing details rather than inventing them. The README is candid that the goal is readability for people, and that AI detectors still flag most of its output.
- Install:
/plugin marketplace add blader/humanizer
/plugin install humanizer@humanizer
# older Claude Code versions:
npx skills add blader/humanizer --global --agent claude-code5. anthropics/skills (official examples)
- Source: github.com/anthropics/skills
- Price: free
- Stars / last push: about 186,000 stars, last push 28 October 2026
- What it does for copywriters: two skills are directly useful.
brand-guidelinesshows how to encode a brand’s identity as a skill, andskill-creatorhelps you build and test your own skills.doc-coauthoringandinternal-commsare handy for long-form and stakeholder writing.
6. Discovery lists and directories
- ComposioHQ/awesome-claude-skills (about 78,500 stars, last push 18 September 2026) is a curated index rather than a skill pack. Use it to find niche skills.
- claudemarketplaces.com and claudskills.com list dozens of community copywriting skills (for example mblode’s
copywriting,copy-frameworks,copywriting-classic). Quality varies a lot, and several directory listings say outright that a skill hasn’t been reviewed. Read the source repo before installing.
For the wider marketing picture, including SEO and analytics skills, see Claude Code skills for marketers.
Takeaway: you can build a complete copywriting stack for zero dollars. Paid options earn their place only when they give you something these repos don’t.
Paid Claude skills and tools for copywriters: what’s actually on sale
Short answer: the paid market is thin. The main options are Gumroad skill bundles from independent sellers and SaaS tools that connect to Claude through MCP, such as Jasper’s MCP server for brand voices. Pay only if the bundle covers a gap the free repos leave, and read the listing carefully, because claims on sales pages are the seller’s, not verified results.
What we could confirm:
| Product | Type | Price | What you get | How it installs |
|---|---|---|---|---|
| Master Marketing Skills Bundle (inflectual, Gumroad) | Skill bundle | Paid, $167 one-time (from the listing’s price data, checked 1 Nov 2026) | A 167-skill marketing bundle that the listing says includes 15 copywriting and messaging skills (ads, headlines, sales copy) | Download, then copy folders into ~/.claude/skills/ |
| Jasper MCP for Claude | SaaS + MCP server | Requires a Jasper Business plan with API access; pricing not public | Claude can pull your Jasper brand voices and style rules and write against them | Add Jasper’s remote MCP server in Claude’s connector settings, per Jasper’s docs |
| brandvoice-mcp | Open-source MCP server | Free (MIT), but needs your own Anthropic and OpenAI API keys, which bill per use | Learns a writing style and applies it across AI clients | pip install brandvoice-mcp, then register it as an MCP server |
What we deliberately left out: general “Claude Code power packs” aimed at developers, and creator packs for YouTube scripts. They exist on Gumroad and indie sites, but they aren’t built for copywriters.
A note on MCP versus skills. A skill is instructions. An MCP server is a live connection to a tool or data source. Jasper’s integration doesn’t give Claude a method; it gives Claude access to brand assets you’ve already built in Jasper. If you don’t use Jasper, there’s no reason to pay for it here.
Takeaway: most copywriters should start free, then pay for a bundle only after they can name the specific skill it adds.
Free vs paid: side-by-side comparison
Short answer: free skills cover every core copy task well. Paid options mainly buy you volume (more prebuilt skills) or a connection to brand assets stored in a tool you already pay for. Neither replaces your own frameworks.
| Job | Best free option | Paid option | Verdict |
|---|---|---|---|
| Landing pages | marketingskills copywriting + cro | Gumroad bundle sales-copy skills | Free is enough |
| Headlines | marketingskills copywriting; Marketing plugin content-creation (headline formulas) | Gumroad bundle headline skills | Free, then add your own swipe file |
marketingskills emails, cold-email; Marketing plugin /email-sequence | None verified that does more | Free | |
| Ads | marketingskills ads, ad-creative | Gumroad bundle ad skills | Free; add platform rules yourself |
| Brand voice | Marketing plugin brand-voice + /brand-review; anthropics brand-guidelines | Jasper MCP (Business plan) | Paid only if your voices already live in Jasper |
| Copy audits | marketingskills copy-editing, cro; /brand-review | None verified | Free |
| Humanizing | blader/humanizer | None needed | Free |
| Your own method | skill-creator + a SKILL.md you write | Selling your own pack | Build it |
Matching skills to the copy jobs you do every week
Short answer: pick skills by deliverable, not by repo. A landing page job wants a copywriting skill plus a CRO check. Email wants a sequence skill. Brand voice wants a review step at the end. Audits want an editor skill with a scorecard. Humanizing runs last on everything.
Here is a practical chain for each job type.
Landing pages
Run copywriting for the draft, then cro to check the page against conversion basics: one clear offer, message match with the ad or email that sends traffic, proof near the claim, a single primary CTA. Finish with /brand-review if the client has a voice guide.
Headlines
Ask for volume, then filter. A good prompt: “Write 30 headlines for this page using the skill’s formulas, then rank the top five against the brief and explain why.” The headline formulas in the Marketing plugin’s content-creation skill give Claude a structure to work from rather than guessing.
Use emails or /email-sequence for flows. Give it the trigger, the goal of each email and the exit condition. Cold outreach is a separate job with separate rules, which is why marketingskills splits out cold-email.
Ads
ads and ad-creative handle angles and variants. What no skill can know is your account history or the platform’s current policy wording, so paste those in or add them to your own skill as a reference file.
Brand voice
A voice skill is only as good as the voice doc behind it. Write down five to ten voice rules with a “this, not that” example for each, then put that file next to the skill. The Marketing plugin’s docs say /brand-review applies your standards automatically once you add them to its settings file.
Copy audits
copy-editing is a good first pass. For client audits, ask for a scored table (clarity, specificity, proof, CTA) so the output is something you can send, not a wall of notes.
Humanizing
Run humanizer last, after facts and structure are locked. Then read it aloud. A clean pattern check doesn’t mean the copy sounds like a person; it means the obvious tells are gone.
If you also write long-form, the overlap with Claude Code skills for content writers is large, and SEO copy pairs well with Claude Code skills for SEO.
Takeaway: chain two or three skills per job, with humanizing as the final pass, and keep a human read as the last gate.
How to turn your own copywriting framework into a skill
Short answer: create a folder in ~/.claude/skills/, add a SKILL.md with a name and a specific description, write your process as numbered steps, and move long material (swipe files, banned words, voice rules) into separate reference files. Test it on three real briefs and tighten the description until it fires when it should.
This is where copywriters get the most value. Public skills encode someone else’s method. Yours encodes the one your clients pay for.
Step 1: write down what you already do
Before you open a text editor, list the steps you follow on a real job. For a landing page that might be: read the brief, list the reader’s top three objections, write the offer in one sentence, draft the hero, write proof blocks, write the CTA, cut 20 percent. If you can’t list it, Claude can’t follow it.
Step 2: create the folder and file
mkdir -p ~/.claude/skills/hero-rewriteThen write ~/.claude/skills/hero-rewrite/SKILL.md:
---
name: hero-rewrite
description: Rewrites landing page hero sections (headline, subhead, CTA) using my objection-first method. Use when the user asks to rewrite a hero, headline or above-the-fold copy.
argument-hint: [page-url-or-file]
---
## Method
1. Read the page or brief in $ARGUMENTS.
2. List the reader's three strongest objections, in their words.
3. Write the offer as one plain sentence. No adjectives.
4. Draft 10 headlines. Each must answer one objection or state one outcome.
5. Pick the best 3. For each, write a subhead that adds proof or specificity.
6. Write one CTA per option using a verb plus an outcome.
7. Check every line against voice.md and banned.md.
## Output
A table: headline | subhead | CTA | objection it answers.
## Rules
- Never invent statistics, testimonials or customer counts.
- If proof is missing, write [PROOF NEEDED: ...] instead.
## References
- Voice rules: [voice.md](voice.md)
- Banned words: [banned.md](banned.md)
- Swipe file: [swipes.md](swipes.md)Step 3: add the reference files
Put your voice rules, banned-words list and best past headlines in the same folder. Claude reads them only when the skill is running, so they don’t cost anything the rest of the time.
Step 4: choose who can trigger it
By default both you and Claude can invoke a skill. If you want it to run only when you type /hero-rewrite, add disable-model-invocation: true to the frontmatter. That’s useful for skills that do something big, like rewriting a whole site.
Step 5: test on real briefs
Run it on three past jobs where you know what good looked like. Note where Claude drifts. Usually the fix is a sharper step (“each headline under 10 words”) or a better example in the swipe file, not a longer skill.
Step 6: share or sell it
Put the folder in a client project’s .claude/skills/ so the team gets it, or publish it as a GitHub repo people can pull with npx skills add. Anthropic’s skill-creator skill can help you package and evaluate it.
For a full build guide, including evaluation, see how to build a Claude Code skill.
Takeaway: your frameworks are the asset. A skill is just the container that makes Claude apply them consistently.
Common mistakes copywriters make with Claude skills
Short answer: the usual mistakes are installing too many skills, writing vague descriptions, trusting directory listings without reading the source, skipping the human edit, and letting a skill invent proof. Each one is easy to fix once you know to look for it.
- Installing everything. Fifty overlapping skills means Claude has to guess which one you meant. Start with four or five that match your actual deliverables.
- Vague descriptions. The description is the trigger. “Helps with copy” fires randomly or never. Name the task and the phrases a user would type.
- Not reading the source. Directory sites aggregate. Some list skills that haven’t been reviewed. Open the
SKILL.md, check the last commit date, check for scripts. - No proof rules. Language models fill gaps. If your skill doesn’t say “never invent stats or testimonials,” expect the occasional made-up “trusted by 10,000 teams.” Put the rule in writing and use a placeholder for missing proof.
- Humanizing too early. Running a humanizer before facts are final means you’ll humanize twice. Run it last.
- Treating output as finished. Skills raise the floor on first drafts. The ceiling is still your edit.
- Ignoring client confidentiality. Brand guides and unreleased offers go into files Claude reads. Check your client agreements before putting their material into any AI tool.
Takeaway: a short, sharp, well-described skill set beats a big messy one every time.
Is Claude Code overkill for a copywriter?
Short answer: not if you write in volume or work across several brands. Claude Code runs in a terminal, which feels technical at first, but copywriters mostly need three commands: start it, install a skill, and type a slash command. If you only write occasionally, the Claude apps with uploaded skills may be enough.
The real gains for writers come from files. Claude Code can read a folder of briefs, past campaigns and voice docs, then write drafts into new files you can review side by side. That workflow is harder in a chat window.
Skills also travel. The same SKILL.md works in Claude Code and can be uploaded to the Claude apps, and some repos (humanizer, for one) document installs for other agents too.
If the terminal is the blocker, read Claude Code skills for non-developers first. It covers setup without assuming you code.
Takeaway: the learning curve is a few hours; the payoff is a method that runs the same way every time.
FAQ
What are the best Claude Code skills for copywriting?
For most writers: coreyhaines31/marketingskills (copywriting, copy-editing, emails, ads, cro), Anthropic’s Marketing plugin for drafting and brand review, and blader/humanizer for the final pass. All three are free.
Are Claude skills free?
Most are. The repos in this guide are open source. Some sellers offer paid bundles on Gumroad, and some SaaS tools connect to Claude via MCP behind their own paid plans.
How do I install a skill in Claude Code?
Run npx skills add owner/repo, or use /plugin marketplace add owner/repo then /plugin install. You can also copy a skill folder into ~/.claude/skills/.
Where are Claude Code skills stored?
Personal skills go in ~/.claude/skills/<name>/SKILL.md. Project skills go in .claude/skills/ inside a project folder. Plugin skills live inside the plugin.
Can Claude write copy in my brand voice?
Yes, if you give it the voice. Use the Marketing plugin’s brand-voice skill and /brand-review with your style guide, or write your own voice rules into a reference file inside a skill.
Do I need to know how to code to use Claude Code skills?
No. Copywriting skills are plain text instructions. You need to be comfortable typing a few commands in a terminal.
What’s the difference between a skill and a prompt?
A prompt is pasted each time. A skill is a saved file Claude finds and loads on its own when the task matches its description, with optional reference files.
What’s the difference between a skill and an MCP server?
A skill gives Claude instructions. An MCP server gives Claude a connection to an outside tool or data, such as Jasper’s brand voices.
Can I make my own copywriting skill?
Yes. Create a folder with a SKILL.md containing a name, a description and your steps. See the walkthrough above.
Will AI detectors flag copy written with Claude skills?
They may. The humanizer README says detectors still flag most of its output, and its aim is readability, not evasion. Edit for your reader, not for a detector.
Is the paid Master Marketing Skills Bundle worth it?
That depends on whether it covers skills the free repos don’t. We haven’t tested it. Compare its skill list with marketingskills before buying.
Can Claude Code skills write Facebook and Google ads?
The ads and ad-creative skills in marketingskills cover ad angles and variants. Check platform policy and character limits yourself, or add them to a custom skill.
Do Claude skills work in the Claude app as well as Claude Code?
Many do. Humanizer, for example, documents uploading the repo as a ZIP in Claude.ai or Claude Desktop settings.
How many skills should I install?
Start with four or five tied to the deliverables you write most. Add more only when you hit a gap.
Are skills from directories like claudemarketplaces.com safe?
Usually, but check. Read the SKILL.md, check the repo’s last commit, and look for bundled scripts or pre-approved tools before installing.
Sources and methodology
- Claude Code skills documentation: code.claude.com/docs/en/skills
- Repos checked via the GitHub API on 1 November 2026 for stars and last push: coreyhaines31/marketingskills, anthropics/knowledge-work-plugins, anthropics/skills, alirezarezvani/claude-skills, blader/humanizer, ComposioHQ/awesome-claude-skills
- Paid listings: inflectual Gumroad bundle, Jasper Claude MCP docs, brandvoice-mcp on PyPI
- No skill in this guide was scored on conversion results. Recommendations are based on documented features and maintenance activity.
Your next step
Pick your most common deliverable. Install marketingskills and humanizer. Run one real brief through copywriting, then copy-editing, then humanizer, and compare it with what you’d have written alone. Then take the step you added in your edit and write it into your own skill.
That’s the stack: free tools for the floor, your frameworks for the ceiling. When you’re ready to build, build your first Claude Code skill.
