App marketing copy

App Marketing Copy#

Quick start#

1. Ask for missing inputs (or infer from repo/product docs):

• App name + 1-sentence value prop
• Target user + primary job-to-be-done
• 3–7 key features + 1–3 differentiators
• Desired tone (and words to use/avoid)
• Platform(s): iOS App Store, Google Play, or both
• Screenshot count and theme (if needed)

2. Confirm deliverables:

• Store listing (iOS, Google Play)
• Marketing pack (landing hero, feature blurbs, CTAs, ads)
• Screenshot pack (caption copy + image-generation prompts)

3. Produce 2–3 variants per high-impact field, then recommend a "best pick" with 1-sentence rationale.

Examples#

Example 1: New App Store Listing#

User input:

App: FocusTimer
Purpose: Pomodoro timer for students
Key features: Custom intervals, study stats, break reminders
Platform: iOS App Store
Tone: Friendly but not childish

Workflow:

1. Run intake questions to clarify missing details
2. Generate 3 subtitle variants, recommend best
3. Create keyword set optimized for student productivity searches
4. Write full description with feature bullets
5. Generate 5 screenshot captions in narrative order
6. Validate with scripts/check_app_store_limits.py

Expected output:

• iOS App Store listing (all fields within limits)
• 3 subtitle options with rationale
• Keyword set (100 chars max)
• Screenshot copy pack

Example 2: Marketing Copy Refresh#

User input:

"Our app store listing conversion is terrible. Help refresh it."
App: PhotoFix (photo editing)
Current problem: Generic copy, keyword-stuffed

Workflow:

1. Review current listing (if provided)
2. Ask: "What makes PhotoFix different from competitors?"
3. Identify ASO keyword stuffing issues
4. Generate 3 new subtitle variants (specific, benefit-focused)
5. Rewrite full description with user benefits (not tech specs)
6. Create fresh screenshot captions
7. Compare before/after character counts

Expected output:

• Refactored listing with specificity
• Side-by-side comparison showing improvements
• Rationale for each change

Example 3: Multi-Platform Launch#

User input:

Launching on both iOS and Google Play
App: TaskFlow (project management for freelancers)
Need everything: store listings, landing page copy, ads

Workflow:

1. Complete intake (audience, differentiators, proof points)
2. Generate iOS listing (subtitle, keywords, description)
3. Generate Google Play listing (short desc, feature bullets, full desc)
4. Create marketing pack (10 taglines, 3 hero sections, 6 feature blurbs, 10 CTAs)
5. Generate screenshot copy pack (8 captions + image prompts)
6. Validate all with scripts/check_app_store_limits.py

Expected output:

• Complete iOS App Store listing
• Complete Google Play listing
• Marketing copy pack (50+ deliverables)
• Screenshot pack with narrative arc

Intake template (ask, then proceed)#

• Audience: who + what they want
• Problem: what's hard today
• Outcome: what "success" looks like
• Differentiators: why this vs alternatives
• Proof: numbers, reviews, awards, press (if any)
• Constraints: claims to avoid, legal/compliance notes, pricing mention policy
• Locale(s): default to US English unless told otherwise

Outputs#

iOS App Store listing#

• Provide: App Name options, Subtitle options, Promotional Text, Keyword set, Full Description, "What's New" (release notes).
• Enforce field limits; if unsure, open references/app-store-metadata.md or run scripts/check_app_store_limits.py.

Google Play listing#

• Provide: Title options, Short Description options, Full Description, Feature bullets, Release notes.
• Enforce limits; see references/app-store-metadata.md or scripts/check_app_store_limits.py.

Marketing copy pack#

• Provide: 5-10 taglines, 3 hero sections (headline + subhead + CTA), 6 feature blurbs (1-2 sentences), 10 micro-CTAs, 10 ad hooks (short), 5 social posts.
• Keep claims supportable; avoid "#1 / best" unless proven.

Screenshot pack (copy + prompts)#

• Provide: 5-8 screenshot captions (2-5 words each) + optional sub-captions; include a narrative order (setup → value → proof → CTA).
• Provide: per-screenshot art direction + a prompt template for text-to-image generation (backgrounds/illustrations), tailored to the user's tool.
• Use references/screenshot-prompts.md for prompt patterns and negative prompts.

Quality checks (do before final)#

• Character limits: validate with scripts/check_app_store_limits.py --platform ios --input draft.json (or --platform google_play) for store fields.
• Consistency: keep the same core value prop across title/subtitle/hero/screenshot 1.
• Compliance: avoid disallowed claims, competitor trademarks, and sensitive targeting; ask if regulated domain (health/finance/kids).
• Readability: short sentences, active voice, scannable bullets.

Common Pitfalls#

1. ASO Keyword Stuffing (Unnatural, Hurts Conversion)#

Problem: Cramming keywords into titles, subtitles, and descriptions makes copy sound robotic and kills conversion rates. App Store algorithms punish overloaded keyword copy in user engagement metrics.

❌ Bad Example (iOS Subtitle):

Photo Editor Photo Filter Photo Effects Photo Editor App

✅ Good Example (iOS Subtitle):

Professional photo editing

Why it fails:

• The bad version repeats "Photo" 4× and "Editor" 2×, signaling spam to both algorithms and users
• Reads unnaturally; users abandon apps that feel compromised
• App Store gives lower ranking boost to keyword-stuffed copy vs. naturally keyword-integrated copy

What to do instead:

• Each keyword appears once naturally in context
• Prioritize readability and user benefit over keyword density
• Let keywords live in distinct fields (keyword set, full description) where they don't disrupt the narrative
• Example that works: "Photo Editor-Professional Effects, Simplified" (keywords: photo editor, effects; reads naturally)

2. Generic Value Props (Could Apply to Any App)#

Problem: Vague promises like "Fast," "Easy," "Simple," or "Best" don't differentiate and raise user skepticism. Without specificity, users can't judge if the app solves their problem.

❌ Bad Examples:

- "The easiest way to edit photos"
- "Powerful and intuitive design tool"
- "Professional-grade app for everyone"
- "The best photo editor on the market"

✅ Good Examples (Specific):

- "One-click background removal-no manual selection needed"
- "AI-powered portrait retouching in 3 taps"
- "Batch edit 100 photos with one template"
- "Remove objects from photos—no expensive subscriptions needed"

Why it matters:

• Generic language applies to 50+ competitors; users skip it
• Specific claims signal you understand their workflow
• Specificity = trustworthiness; vague = greenwashing

What to do instead:

• Lead with outcome + mechanism: "Auto-remove backgrounds in 2 seconds" (not "fast")
• Show the job-to-be-done: "Batch edit 100 photos" (not "powerful")
• Contrast against status quo: "No $20/month subscription" (not "affordable")
• Name the user workflow: "Retouch headshots for LinkedIn" (not "professional")

3. Store Listing Length Violations (Truncated on Store Pages)#

Problem: Copy that exceeds field limits gets truncated mid-sentence, breaking the message and confusing users. Different platforms truncate at different character counts, and mobile displays show fewer characters than desktop.

Platform Limits (Enforce Strictly):

❌ Bad Example (iOS Subtitle - 42 chars, exceeds 30-char limit):

Professional photo editing, now simplified

Displays as: "Professional photo editing, now si..." (truncated mid-word)

✅ Good Example (iOS Subtitle - 26 chars, fits perfectly):

Professional photo editing

❌ Bad Example (Google Play Feature Bullet - 93 chars, exceeds 80-char limit):

Automatically remove backgrounds from any photo without manual selection or complicated tools

Displays as: "Automatically remove backgrounds from any photo without manual selection or..." (incomplete thought)

✅ Good Example (Google Play Feature Bullet - 61 chars, fits with room):

Auto-remove backgrounds in seconds—no manual selection needed

What to do instead:

• Always run copy through scripts/check_app_store_limits.py before final
• Write tight; avoid filler words (a, the, very, really, just)
• Prioritize the first 50 characters-everything after may be hidden on mobile
• Use contractions (don't, it's) to save characters without losing personality

4. Feature Bullets as Technical Specs (Not User Benefits)#

Problem: Listing technical features instead of outcomes confuses users about what they can do with the app. Users don't buy specs; they buy results.

❌ Bad Examples (Technical Specs):

- Advanced color grading engine with 256-bit processing
- Support for RAW file formats (CR2, NEF, DNG)
- Multi-threaded rendering with GPU acceleration
- Compatible with iOS 14.0+ and requires 2GB RAM

✅ Good Examples (User Benefits):

- Make any photo look professional in one tap
- Edit RAW files on your phone (not just JPGs)
- Preview edits in real-time without lag
- Works on any recent iPhone or iPad

Why it fails:

• Technical language alienates casual users (your target)
• Users can't visualize the benefit ("256-bit processing"-so what?)
• Specs are checked after deciding to download, not before
• Example: "GPU acceleration" matters; "makes editing instant" is what users want

The Translation Pattern:

What to do instead:

• Start with the job: What is the user trying to accomplish?
• Translate feature → benefit: "Supports 50+ filters" → "Dozens of professional styles, instantly"
• Use "so that" test: "Feature X, so that you can [benefit]" - if you can't complete it, it's not a benefit yet
• Show before/after in copy if possible: "Turn blurry photos into magazine-quality shots"

5. Missing Localization Considerations (Cultural Tone Issues)#

Problem: Copy written for US English doesn't translate culturally to other markets. Phrases that work in English sound off, awkward, or even tone-deaf in other languages and regions. Keyword searches also vary by locale.

❌ Bad Examples (US-Centric, Won't Translate Well):

- "The #1 photo app" (claims don't work globally; also unverifiable)
- "Crush your creative goals" (aggressive tone doesn't translate; weird in Japanese/German)
- "Slay your edits" (slang; meaningless in translation; age-specific)
- "Our app rocks" (informal; risky in formal markets like Germany/Japan)

✅ Good Examples (Culturally Neutral, Translates Well):

- "The most popular photo editor" (verifiable, neutral tone)
- "Achieve professional results in seconds" (universal benefit, formal enough)
- "Make every photo beautiful" (simple, universal, translates directly)
- "Trusted by millions worldwide" (global signal, works everywhere)

Common Localization Pitfalls:

Keyword Differences Across Regions:

• US searches: "photo editor" (broad)
• Germany searches: "Fotobearbeitung" (more specific; use region-native keyword research)
• Japan searches: "写真編集" (completely different word choice needed)

❌ Bad Approach:

Write in US English → Translate to other languages → Done

(Loses cultural fit, tone, and keyword opportunity)

✅ Good Approach:

1. Write core value prop in neutral, translatable English
2. Have native speakers for each market adapt tone, keywords, and examples
3. Test keywords in each region's App Store search (not just Google)
4. Avoid slang, sports metaphors, US-specific references
5. Keep formal enough to work in risk-averse markets (Germany, Japan, Korea)

What to do instead:

• Write neutral English first (works for the world)
• Flag words/phrases that will need cultural adaptation ("#1," slang, US idioms)
• For each locale: hire a native speaker to refine tone and keywords, not just translate
• Keep tone at "professional confidence" level (works across cultures)
• A/B test different tones in each market if feasible

Troubleshooting#

Issue: Character Limit Errors After Generation#

Symptoms: Copy looks great but exceeds App Store/Play Store field limits

Solution:

# Validate all fields at once
python scripts/check_app_store_limits.py --platform ios --input input.json

# Input format (input.json)
{
  "app_name": "YourApp",
  "subtitle": "Your subtitle text",
  "description": "Full description...",
  "keywords": "keyword,list,comma,separated"
}

# Or pipe from stdin
echo '{"app_name":"YourApp","subtitle":"Edit photos fast"}' | \
  python scripts/check_app_store_limits.py --platform ios --input -

# Google Play variant
python scripts/check_app_store_limits.py --platform google_play --input input.json

Quick fixes:

• iOS subtitle (30 chars): Remove articles (a, the), use contractions
• Google Play short desc (80 chars): Lead with strongest benefit
• Keywords (100 chars iOS): Remove low-value keywords, use abbreviations

Issue: Generic/Bland Copy Despite Good Input#

Symptoms: Generated copy sounds like every other app

Cause: Missing specific differentiators or proof points

Solution:

1. Ask user: "What's one thing your app does that competitors don't?"
2. Ask for numbers: "How many users? How much time saved?"
3. Find the contrast: "What do users do today that sucks?"
4. Example transform:
   • Before: "Easy photo editing for everyone"
   • After: "Remove backgrounds in 2 taps—no expensive subscription"

Issue: Unclear Which Deliverables to Produce#

Symptoms: User says "help with app marketing" without specifics

Solution: Present checklist and ask what they need:

• iOS App Store listing
• Google Play listing
• Landing page hero copy
• Screenshot captions
• Social media ad hooks
• Email campaign copy

Then produce only requested items.

Issue: Keyword Stuffing Creeping Back In#

Symptoms: Copy passes limits but sounds unnatural

Cause: Trying to maximize keyword density

Solution:

• Read copy aloud—if it sounds robotic, remove keywords
• Each keyword should appear max 2× in subtitle+description combined
• Use scripts/check_app_store_limits.py for length, but manually review readability
• Ask: "Would a human actually say this?"

Issue: Missing References or Scripts#

Symptoms: Skill mentions references/ or scripts/ files that don't exist

Solution:

1. Check if files exist: ls skills/app-marketing-copy/references/
2. If missing, proceed without them:
   • Use inline limits instead of app-store-metadata.md
   • Manually validate character counts instead of running scripts
3. Recommend to user: "For automated validation, create scripts/check_app_store_limits.py"

Included resources#

• references/app-store-metadata.md: field map + common limits + output skeletons.
• references/screenshot-prompts.md: prompt templates for backgrounds and promo visuals.
• scripts/check_app_store_limits.py: quick character-limit checker for iOS/Google Play fields (JSON in, table out).

Supporting file: references/app-store-metadata.md#

App Store / Play Store metadata (quick reference)#

Always verify current requirements in the platform consoles/docs; limits/policies can change.

Common field limits (characters)#

iOS App Store (App Store Connect)#

• App Name: 30
• Subtitle: 30
• Promotional Text: 170
• Keywords: 100 (comma-separated; spaces usually waste chars)
• Description: 4000
• “What’s New” (release notes): 4000

Google Play (Play Console)#

• Title: 30
• Short description: 80
• Full description: 4000

Tip: Use scripts/check_app_store_limits.py to sanity-check counts for a draft.

Output skeletons#

iOS listing skeleton#

• App Name (2–3 options)
• Subtitle (2–3 options)
• Promotional Text (1–2 options)
• Keywords (1–3 keyword sets)
• Description (one best version + optional alternate opening paragraph)
  • 1–2 sentence hook (outcome-first)
  • 3–5 benefit bullets (scannable)
  • 3–6 feature bullets (concrete, not fluffy)
  • Proof (optional): review snippet, stat, award (only if true)
  • CTA + “who it’s for”
  • Privacy note (if relevant; no legal advice)
• What’s New (release notes; 1–2 styles: friendly vs factual)

Google Play listing skeleton#

• Title (2–3 options)
• Short description (3–5 options; punchy, outcome-first)
• Full description (one best version + optional alternate first paragraph)
  • Hook
  • Benefits
  • Features
  • Proof (optional)
  • CTA
• Release notes (friendly vs factual)

ASO keyword heuristics (platform-agnostic)#

• Start from: category keywords, core verbs, problems, outcomes, and feature nouns.
• Mix: broad terms + long-tail specifics.
• Avoid: competitor trademarks/brand names, unsupported superlatives, spammy repetition.
• Prefer: words users actually search (plain language over internal jargon).

Supporting file: references/screenshot-prompts.md#

Screenshot generation prompts (templates)#

Goal: generate consistent backgrounds/illustrations for app store screenshots and promo images (usually behind real UI screenshots). Default: “no text, no logos, no device frame”.

Inputs to ask for#

• Brand colors (hex if possible) + vibe words (e.g., calm, bold, playful, premium)
• Screenshot set size (usually 5–8) + story order
• Style: minimal / geometric / soft 3D / illustrative / photo-collage / retro
• Tool: Midjourney, DALL·E, Stable Diffusion, “other” (keep prompts tool-neutral if unknown)

Global “style bible” prompt (make once, reuse)#

Use this to keep all screenshots visually consistent:

• Minimal abstract background, cohesive color palette: {brand_colors}, subtle texture/noise, lots of negative space for UI overlay, gentle lighting, modern, clean, high contrast, no text, no watermark, no logo, no device, high resolution, vertical composition.

Then add per-screenshot “concept” lines (below) while keeping the style bible constant.

Per-screenshot concept prompt pattern#

Base:

• {style_bible}. Visual metaphor for “{concept}” using simple shapes/lighting. Keep center area clear for UI overlay. No text, no letters, no logos, no watermark.

Example concepts (swap in your app’s story):

• Screenshot 1 (core promise): clarity / speed / calm / control / “get it done”
• Screenshot 2 (feature 1): organization / planning / tracking / discovery
• Screenshot 3 (feature 2): automation / smart suggestions / shortcuts
• Screenshot 4 (proof): progress / streaks / charts / milestones (abstract, not literal)
• Screenshot 5 (delight): customization / themes / personalization
• Screenshot 6–8 (optional): collaboration / offline / security / integrations (abstract)

Style variants (drop-in modifiers)#

Append one modifier per series; don’t mix too many:

• Minimal gradient: “smooth gradient bands, subtle grain, soft shadows”
• Geometric: “bold geometric shapes, crisp edges, modern Swiss design”
• Soft 3D: “rounded 3D shapes, clay/plastic material, studio lighting”
• Illustrative: “flat vector illustration, limited palette, paper texture”
• Photo-collage: “clean cutout shapes + blurred bokeh background, premium editorial”
• Retro tech: “subtle CRT scanlines, neon glow, dark background, restrained”

Negative prompt checklist#

Include (exact phrasing optional):

• no text, no words, no letters
• no watermark, no logo, no brand marks
• no device frame, no phone mockup (unless explicitly desired)
• avoid faces/people unless the product demands it