--- name: copywriting-orchestrator description: Detects content type and routes to the right specialized copywriting skill (instagram-content, web-copy, product-copy, newsletter, storytelling). Use when the user asks for copy but it is unclear which specialist to use, or for multi-channel campaigns spanning several formats. Trigger phrases - "write copy for", "help me with copywriting", "product launch campaign", "I need marketing text", "make it more compelling", "tell a story". Do NOT use when you already know the exact medium — call the specialist skill directly instead. metadata: author: Petr version: 1.0.0 --- # Copywriting Orchestrator ## Overview This skill orchestrates copywriting work by detecting content type and calling the appropriate specialized skill. It does NOT implement copywriting itself - it routes to specialists. **Philosophy:** ``` Orchestrator = Conductor Specialized Skills = Musicians The conductor doesn't play instruments, but coordinates who plays when. ``` **Announce:** "I'm using copywriting-orchestrator to determine the right copywriting approach." ## When to Use **USE this skill:** - Any copywriting request (unclear which specialist to use) - Multi-channel campaigns (product launch = product page + email + social) - "Help me write copy for..." requests - Content strategy requiring multiple formats **DON'T use this skill:** - Already know exact medium → use specialist directly - Pure editing/proofreading (not copywriting) ## Content Type Detection ### Step 1: Keyword Detection | Keywords in Request | Detected Type | Specialist Skill | | ------------------------------------------------------------------------ | ------------------- | ----------------------------------------- | | `instagram`, `ig`, `reel`, `stories`, `post`, `carousel`, `social media` | IG (any sub-intent) | `ig-orchestrator` → routes to ig-\* | | `napiš IG post`, `caption`, `Reel caption`, `IG copy` (writing intent) | IG Writing | `ig-content` (direct, skip orchestrator) | | `IG strategie`, `co točit`, `formát Reelu`, `engagement plán` (planning) | IG Strategy | `ig-strategy` (direct, skip orchestrator) | | `homepage`, `web`, `landing`, `about us`, `sales page`, `website` | Web Copy | `web-copy` | | `produkt`, `e-shop`, `product description`, `e-commerce`, `popis` | Product Copy | `product-copy` | | `email`, `newsletter`, `mailing`, `campaign`, `sequence` | Email | `newsletter` | | `story`, `narrative`, `compelling`, `pitch deck`, `founder story` | Storytelling | `storytelling` | ### Step 2: Context Clues If keywords unclear, check context: ``` Is it for social media platform? ├─ YES → instagram-content │ Is it for a website page? ├─ YES → web-copy │ Is it describing a product for sale? ├─ YES → product-copy │ Is it sent to inbox? ├─ YES → newsletter │ Still unclear? └─ ASK user (see Step 3) ``` ### Step 3: Ask if Unclear ``` I need to know what type of copy you're creating: A) Instagram/Social Media (Reels, Stories, posts) B) Website (homepage, landing page, about us) C) Product Description (e-shop, e-commerce) D) Email/Newsletter (campaigns, sequences) E) Multi-channel campaign (combination) ``` ## Skill Integration ### Skills this orchestrator calls: ``` copywriting-orchestrator │ ├── ig-orchestrator (IG family router) │ ├── ig-content — writing (Otto methodology, strict output discipline) │ ├── ig-strategy — planning (formats, production, engagement, monetizace) │ └── (future) ig-reels, ig-stories, ig-carousel, ig-ads, ig-analytics │ ├── web-copy │ └── Blueprint, Triáda, PROTTO, homepage elements │ ├── product-copy │ └── 7-step framework, Type A/B products │ ├── newsletter │ └── 9-step email anatomy, subject lines │ ├── storytelling │ └── ABT, SB7, Strategic Narrative, Sparkline, SUCCESs, 9 SM frameworks │ ├── brand-voice │ └── Voice attributes, tone adaptation, terminology │ ├── writing-clearly-and-concisely │ └── Strunk's Elements of Style applied │ └── knowledge-book └── Non-fiction knowledge book writing ``` ### Shared Resources (loaded by specialists): - `../core-copywriting-principles.md` — Otto Bohuš universal principles (banned words, triáda, <20 word sentences, psychological triggers) - `../365-copy-triky.md` — 365 micro-tipů (Mužíková) — hooks, CTAs, anti-clichés reference bank - `../core-briefing-process.md` — 8 otázek (CO, JAK, ČÍM, KDE, KOMU, KDO, KAM, PROČ) ## Standard Workflow ### Phase 1: Detection Detect content type using keywords and context (see above). ### Phase 2: Briefing Check Before calling specialist, ensure briefing is complete: **Quick Brief (minimum 4 questions):** - **KOMU (Audience):** Who is the target? - **KAM (Goal):** What action do we want? - **ČÍM (Differentiation):** Why us vs competitors? - **PROČ (Why):** What's the deeper story? If briefing incomplete → prompt user for answers before proceeding. ### Phase 3: Call Specialist Invoke appropriate skill: > "Using instagram-content for Instagram Reel creation." The specialist skill handles its own workflow (TDD, checklists, quality controls). ### Phase 4: Quality Gate After specialist completes, verify against Core Copywriting Principles: ``` ☐ Headline bez tečky? ☐ Max 3 řádky na odstavec? ☐ Konkrétní čísla místo obecných tvrzení? ☐ Žádné zakázané klišé? (vysoká kvalita, flexibilní, komplexní...) ☐ Jasné CTA? ``` ## Multi-Channel Campaigns When request involves multiple channels: ### Example: Product Launch ``` User: "Chystám launch nového produktu" Orchestrator detects: Multi-channel campaign Recommended sequence: 1. product-copy → produktová stránka 2. newsletter → launch email sekvence 3. instagram-content → promo Reels/Stories Execution: Call each skill in sequence OR parallel ``` ### Example: Website Redesign ``` User: "Potřebujeme přepsat celý web" Orchestrator detects: Web copy (multiple pages) web-copy handles: - Homepage (9 prvků) - About Us - Landing pages - Blog structure ``` ## Decision Logic ```dot digraph copywriting_flow { "Request arrives" [shape=doublecircle]; "Detect content type" [shape=box]; "Type clear?" [shape=diamond]; "Ask user" [shape=box]; "Briefing complete?" [shape=diamond]; "Prompt for brief" [shape=box]; "Call specialist skill" [shape=box]; "Quality gate check" [shape=box]; "Done" [shape=doublecircle]; "Request arrives" -> "Detect content type"; "Detect content type" -> "Type clear?"; "Type clear?" -> "Ask user" [label="no"]; "Type clear?" -> "Briefing complete?" [label="yes"]; "Ask user" -> "Briefing complete?"; "Briefing complete?" -> "Prompt for brief" [label="no"]; "Briefing complete?" -> "Call specialist skill" [label="yes"]; "Prompt for brief" -> "Call specialist skill"; "Call specialist skill" -> "Quality gate check"; "Quality gate check" -> "Done"; } ``` ## Quick Reference | Content Type | Specialist Skill | Core Framework | | ---------------------- | ----------------- | --------------------------------------------- | | Instagram (any) | `ig-orchestrator` | Routes to ig-content / ig-strategy | | IG copy/captions | `ig-content` | Otto methodology, 3-5 variants, strict output | | IG planning/production | `ig-strategy` | 4 idea criteria, 9 formats, technical setup | | Website/Landing | `web-copy` | Blueprint, Triáda, PROTTO | | E-shop Products | `product-copy` | 7-step, Type A/B | | Email/Newsletter | `newsletter` | 9-step anatomy | | Story/Narrative | `storytelling` | ABT, SB7, Sparkline, 9 SM frameworks | ## Common Mistakes **❌ Bypassing briefing:** "Let me just start writing..." → STOP. Brief first. **❌ Using wrong specialist:** Product description on landing page → `web-copy` (sales page section), NOT `product-copy` **❌ Ignoring quality gate:** Specialist done ≠ copy done. Always verify Core Principles. **❌ Not detecting multi-channel:** "Launch campaign" = multiple skills, not just one. ## Integration Notes **From specialists back to orchestrator:** If specialist needs input from another (e.g., UVP for web copy), orchestrator coordinates: 1. `uvp-optimization` → define positioning 2. `web-copy` → write homepage with UVP **Cross-skill knowledge:** - Instagram hooks can inform email subject lines - Product copy microbenefits can become web headlines - Newsletter CTAs follow same principles as web CTAs - Storytelling frameworks enhance ALL content types — apply ABT everywhere, SB7 for LPs, Strategic Narrative for decks