LamanDesain design and copywriting reference for websites, PDFs, and AI agent output

SEVEN PRINCIPLES

1

One button, one verb

"Save changes", not "OK" or "Submit".

2

Errors explain three things

What failed, why it failed, how to fix it. Not "Oops!".

3

Empty states get one action

What is empty, why it matters, one available action.

4

Links name their target

"See pricing", not "Click here".

5

Active sentences, repeated words

Use the clear word twice rather than forcing synonyms.

6

Portability test

A sentence that moves to another product unchanged is filler. Replace with names, numbers, dates, places, or mechanisms.

7

Show, don't label

Delete "important", "surprising", "clear". Let the facts prove it.

REMOVED PATTERNS

Binary contrast

State the main point directly without an X-versus-Y contrast pattern.

Throat-clearing

Delete openers like "Here's the thing," "to be honest," and "what you need to know." Start with the key information.

False insight

Delete claims like "what's often missed" and "what nobody tells you." Name the fact or mechanism.

Dramatic colon

Write cause-and-effect as a plain sentence, no reveal after the colon.

Dangling -ing claims

"highlighting," "showcasing." Replace with the real consequence.

Puffery

"key moment," "proof of commitment." State just the facts.

Vague attribution

"experts agree," "studies show." Name the source or delete.

Negative lists

State the chosen option or action without a string of rejections.

Poetic closing line

Delete it. End on the last concrete sentence.

Excess formatting

Emoji in headings, random bold, bullets for ordinary prose.

24 BANNED WORDS

delvefosterleverageutilizefacilitateempowerstreamlinerobustcutting-edgeparadigm shiftgame changertapestryrealmbeaconmultifacetedmeticulousintricateparamounttransformativeelevateembarksuperchargeharnessever-evolving

BANNED OPENERS

• “Built for the modern team”
• “Unleash your X”
• “Where X meets Y”
• “Reimagine the way you...”
• “Supercharge your workflow”
• “Innovative solutions”
• “Seamless integration”
• “In today's digital landscape”
• “Next-generation”
• “Revolutionize Your Workflow with AI”
• “Innovative solutions for your business”
• “Make your dreams come true with us”

WHAT MAKES COPY SPECIFIC

Brand names, People names, Dates, Times, Locations, Counts, Prices, Product mechanisms, Audience details, One primary action.

APPLIES TO

Headings, Buttons, Labels, Error messages, Empty states, Helper text, Nav links, Form actions, Status messages, Confirmation messages.