--- name: moai-domain-copywriting description: > Brand-aligned copywriting specialist for marketing and product text. Enforces brand voice, anti-AI-slop rules, concrete numbers, and JSON section structure for downstream agent consumption. Covers hero, features, social_proof, cta, and footer sections with A/B variant output. license: Apache-2.0 compatibility: Designed for Claude Code allowed-tools: Read, Write, Edit, Grep, Glob user-invocable: false metadata: version: "1.0.0" category: "domain" status: "active" updated: "2026-04-20" tags: "copywriting, brand, marketing, voice, cta, headline, anti-slop" related-skills: "moai-domain-brand-design, moai-workflow-gan-loop" # MoAI Extension: Progressive Disclosure progressive_disclosure: enabled: true level1_tokens: 100 level2_tokens: 5000 # MoAI Extension: Triggers triggers: keywords: ["copy", "copywriting", "headline", "cta", "marketing", "microcopy", "tagline", "landing page copy", "value proposition", "brand voice"] agents: ["expert-frontend"] phases: ["run"] --- # moai-domain-copywriting Brand-aligned copywriting skill for marketing and product websites. Absorbed from agency-copywriting (v3.2.0). Enforces anti-AI-slop rules, requires brand voice context, and outputs structured JSON per section. --- ## Quick Reference ### Entry Conditions Before generating copy, verify all three conditions are met: 1. Brand voice context is loaded: `.moai/project/brand/brand-voice.md` exists or is provided inline. 2. Target page or section scope is explicitly stated (landing page, about, pricing, etc.). 3. Anti-AI-slop checklist is active (see below). If `brand-voice.md` does not exist, stop and instruct the user to run the brand interview via `/moai design` or `manager-spec`. ### Output Format All copy output is structured JSON with the following top-level sections: ``` { "page_type": "", "sections": { "hero": { "primary": {...}, "variant_a": {...} }, "problem": { "primary": {...}, "variant_a": {...} }, "solution": { "primary": {...}, "variant_a": {...} }, "features": { "primary": {...}, "variant_a": {...} }, "cta": { "primary": {...}, "variant_a": {...} }, "pricing": { "primary": {...}, "variant_a": {...} } }, "metadata": { "tone_profile": "", "word_count": , "reading_level": "" } } ``` Each section must include at least one A/B variant (`variant_a`). The `primary` field is the recommended default. --- ## Implementation Guide ### Section Structure **hero**: The first visible block. Subject must be the reader outcome, not the company name. - `headline`: Max 12 words. Present tense. Outcome-first. - `subheadline`: One sentence. Expands the headline mechanism. Max 25 words. - `cta_primary`: Verb + noun. Max 5 words. ("Start your free trial", "See how it works") - `cta_secondary`: Optional. Softer alternative. ("Learn more", "Watch demo") **problem**: Acknowledges the reader's pain point before proposing a solution. - `headline`: Frame the cost of the status quo. Specific, not abstract. - `body`: 2-3 sentences. Use second-person ("you", "your team"). **solution**: Introduces your product or service as the answer. - `headline`: Direct claim with mechanism. ("We automate X so you can Y.") - `body`: 3-4 sentences. State what it is, how it works, and one concrete outcome. **features**: Scannable list of capabilities. - Each feature: `title` (max 5 words) + `description` (max 2 sentences) + optional `metric`. - Maximum 6 features per section. **cta**: Final conversion prompt. - `headline`: Urgency or clarity without manipulation. Avoid "limited time" cliches. - `button_text`: Same rules as hero `cta_primary`. - `supporting_text`: Trust signal (money-back guarantee, no credit card, etc.) **pricing**: Only include if explicitly requested in scope. - `headline`: Framing statement. ("Simple pricing. No surprises.") - Plans array: `name`, `price`, `billing_period`, `highlights` (max 5 bullet strings). --- ### Anti-AI-Slop Checklist Every piece of generated copy must pass this checklist before delivery: **Forbidden patterns** — Reject any copy containing: - Exclamation marks used more than once per section - "In today's fast-paced world" or equivalent opening - "Cutting-edge", "state-of-the-art", "revolutionary", "game-changing" - "Leverage" as a verb (replace with "use", "apply", "deploy") - "Seamless", "frictionless", "best-in-class" without quantified evidence - Passive voice where active is grammatically equivalent - Filler clauses: "at the end of the day", "the fact of the matter is" - Generic benefits without concrete mechanism ("helps you succeed") - Third-person self-reference in hero section ("Our company believes...") **Required patterns** — Every section must have: - At least one concrete number, percentage, or time reference - Reader-centric framing (subject is "you" or reader outcome, not "we") - Active voice for all capability claims - Specificity: replace "grow your business" with a measurable outcome **Tone calibration** — Load from `brand-voice.md`: - Respect the tone spectrum defined (e.g., "playful" vs "authoritative") - Match vocabulary preferences (avoid jargon if `jargon_level: low`) - Preserve brand-specific terminology exactly as defined --- ### A/B Variant Rules Each section must include one alternative version (`variant_a`) that differs in: - Headline framing angle (problem-first vs. solution-first) - CTA verb choice - Tone register (slightly more or less formal) Do not generate more than two variants unless the scope explicitly requires it. --- ### Brand Voice Integration Load `.moai/project/brand/brand-voice.md` and apply: 1. `tone`: Overall register. If missing, default to "confident and direct". 2. `vocabulary_preferences`: Preferred and avoided terms. Enforce strictly. 3. `audience_familiarity`: Determines assumed knowledge level. Adjust jargon accordingly. 4. `example_phrases`: Use as stylistic anchors. Mimic sentence rhythm, not content. If any `_TBD_` markers are present in `brand-voice.md`, stop and request completion before proceeding. --- ### Integration with moai-domain-brand-design When both copywriting and design work are in scope (path B of `/moai design`): 1. Complete copy sections first and output structured JSON. 2. Pass the JSON copy output to `moai-domain-brand-design` as the content contract. 3. Design tokens and layout must accommodate copy length constraints (headline character counts, CTA button text length). --- ## Advanced Patterns ### Reading Level Targeting Adjust copy complexity to the target audience's reading level: - Technical audience (B2B SaaS developers): Grade 10-12. Allow domain terminology. - Business audience (SMB owners): Grade 8-10. Avoid acronyms without expansion. - Consumer audience (general public): Grade 6-8. Short sentences, concrete imagery. Include the calculated reading level in the output metadata `reading_level` field using the Flesch-Kincaid grade level scale. ### Microcopy Guidelines Form labels, error messages, and UI strings follow stricter rules: - Labels: noun phrases, 1-3 words, no punctuation - Placeholders: example values, not instructions ("jane@company.com" not "Enter email") - Error messages: what went wrong + how to fix it, no blame language - Success messages: confirm the action, state the next step ### Social Proof Integration When testimonials or case study data are available in brand context: - Quote exactly, do not paraphrase customer quotes - Include company name, role, and metric (where permitted) - Place after the problem section (reaffirms pain) or after features (reaffirms solution) --- ## Works Well With - `moai-domain-brand-design`: Visual design must accommodate copy constraints - `moai-workflow-gan-loop`: GAN loop evaluates copy quality in Design Quality and Completeness dimensions - `expert-frontend`: Receives the JSON copy output for implementation - `evaluator-active`: Scores copy accuracy against original `brand-voice.md` --- Source: Absorbed from agency-copywriting v3.2.0 on 2026-04-20. REQ coverage: REQ-SKILL-001, REQ-SKILL-002, REQ-SKILL-003 Version: 1.0.0