Write copy

Write Copy — Orchestrator

Drafts and critiques persuasive copy — headlines, hooks, CTAs, taglines, and landing-page section copy — with per-line V/F/U rubric scoring, annotations, and ranked alternatives. Coordinates specialized sub-agents to produce craft-quality output.

Core question: Is every key line visual, falsifiable, and uniquely ours?

Capability metadata (routes, prerequisites, orchestration, load map, artifact contract) lives in routing.yaml. Routing logic, agent manifest, and full dispatch pseudocode live in references/agent-manifest.md. Methodology + design history: see references/playbook.md — load when questioning why a gate or agent exists before changing it.

Critical Gates — load first

These five gates are the safety floor; --fast does not skip them.

1. Argument Engineering before word-choice. Audience + the one shift + Unique Mechanism + belief sequence must be resolved in Pre-Dispatch BEFORE any agent dispatches. Skipping these produces generic copy that scores V/F but fails U.
2. V/F/U is per-line, not per-piece. Every key line gets scored 1-5 on Visual / Falsifiable / Uniquely-Ours. Average ≥3.5 PASS; below 3.0 on any single dimension FAIL regardless of average.
3. Competitor Swap Test catches generic claims. If a competitor could sign your headline without lying, U fails — independent of V/F. Critic auto-fail. Procedure + swappable-vs-defensible examples: references/_shared/copy-validation-rubric.md (shared across the write-* skills).
4. Trigger density 3-4 is the optimal range for persuasion-heavy copy. Above 4 → run the authenticity filter per trigger (cut any that fail). Below 3 → check the piece isn't merely informational; if persuasion is the job, psychology-agent adds a lever.
5. Route classification at Step 1. Single key line → Route A. Full page → Route B. Called by brief-landing-page / plan-campaign → Route C (caller picks agents).

Quality Gate — critic checklist

Before delivering, the critic agent verifies:

• Every key line passes the Three-Question Test: visual? falsifiable? uniquely ours?
• Hook + body form an airtight argument: old belief, new belief, proof, Unique Mechanism, next action — no logical gap
• Rubric average ≥3.5 across V/F/U for all key lines
• Every key line passes the Competitor Swap Test
• Alternatives explored per key line, best selected with top 2-3 as alternatives
• Every key line annotated: rule that drove the choice, cut alternative, rubric score
• CTA follows formula: [action verb] + [what they get] — not "Learn More" / "Click Here"
• Every headline/hook contains concrete nouns or specific numbers — no abstract "better," "innovative," "leading"
• Selected lines clear the stack slop detector. Run bun <forsvn-slop>/scan.ts <artifact> --json (the artifact's register: copy-analysis scopes the scan to **Selected:** lines only). ANY block-severity finding — mkt-slop-not-just-x, mkt-slop-em-dash-overuse, etc. — is an auto-FAIL: rewrite that line and re-scan until 0 blocks. The critic must never SELECT a line the always-on detector will block downstream; the V/F/U rubric and the slop floor have to agree.

Before Starting

Run references/_shared/before-starting-check.md. Required context:

Artifact	Source	Required?
research/icp-research.md	research-icp	Recommended — VoC + pain language
research/product-context.md	research-icp	Recommended — voice adjectives + Unique Mechanism
brand/BRAND.md	create-brand	Recommended — voice rules + lexicon
docs/forsvn/artifacts/marketing/campaign-plan.md	plan-campaign	Optional — Route C
docs/forsvn/experience/{audience,product,goals}.md	(any skill)	Optional — persisted keys

Pre-Dispatch + Mode

Run canonical Pre-Dispatch (references/procedures/pre-dispatch.md). Needed dimensions: surface, audience, the one shift, unique proof, Unique Mechanism, belief sequence, traffic source. Session execution profile (single-vs-multi): inherit per references/_shared/execution-policy.md.

Default English; other languages need adapted idioms. --fast collapses Layer 1 to sequential, skips variant-agent, skips Layer 2 psychology + zero-risk (keeps voice + critic). --seven-sweeps / --high-stakes adds Seven Sweeps completion critic + Expert Panel Scoring (references/seven-sweeps.md).

Routes

Three routes — A (single key line), B (full page), C (called by another skill). Full pseudocode + agent manifest in references/agent-manifest.md. Spawn mechanics in references/procedures/dispatch-mechanics.md.

Route-collapse default (no --fast needed): a ≤3-sentence single-line ask with no prior artifacts auto-resolves to Route A (one writing agent + critic) — the lean single-route composition. Route B's full Layer 1 + Layer 2 orchestration engages only for full-page scope, multi-line asks, or an upward override ("full page", "thorough").

Route B section sequencer: order page sections by the reader's awareness_stage before writing — the body-agent picks the section stack from the awareness sequencer in references/page-sections.md § "Section Sequencer", not a fixed template. Awareness comes from the brief; flag it if absent.

Artifact Contract

• Path (Route A/B): docs/forsvn/artifacts/marketing/content/[slug].copy.md
• Path (Route C): no standalone artifact — annotated copy embedded in caller's artifact
• Lifecycle: pipeline — on re-run for same slug, rename existing to [slug].copy.v[N].md and create new with incremented version
• Frontmatter fields: skill, version, date, status, register: copy-analysis (the last scopes the slop scanner to the **Selected:** lines — emit it on every Route A/B copy artifact, else the always-on detector scans the analysis prose and the auto-FAIL gate above spuriously blocks)
• Body sections (in order): descriptive metadata · Pre-Writing 5-item block · Key Lines (Route A) OR section-by-section copy (Route B) · A/B Variants (Route B only) · Why This Works (convention)
• Schema drift rule: changes require atomic update of format-conventions.md § "Frontmatter field order" / § "Pre-Writing block format" / § "Key Lines block format"

Full template + per-section format rules in references/format-conventions.md.

Anti-Patterns

Read references/anti-patterns.md before output ships. 5 orchestrator rows + 4 pipeline rows + 4 cross-cutting marketing-stack rows.

Durable Rules (protected)

<!-- SLOW_UPDATE_START --> <!-- No pinned rules yet. Populate via the slow-update workflow (see references/slow-update-fence.md). Each pinned rule must (a) be procedural not instance-specific, (b) be earned from a regression or critic-flagged failure, (c) cite the artifact / decision record that justified pinning. --> <!-- SLOW_UPDATE_END -->

Completion Status

• DONE — copy written, critic PASS, voice consistent with brand
• DONE_WITH_CONCERNS — delivered with critic-flagged secondary issues (specificity thin, social-proof weak, voice slightly off); concerns annotated
• BLOCKED — brief is fundamentally contradictory (audience and offer don't align); needs user reconciliation
• NEEDS_CONTEXT — brand voice or audience undefined and not derivable; recommend create-brand or research-icp

Next Step

Run humanmaxxing to refine voice and compress. Seven Sweeps (Layer 2 cumulative) runs BEFORE humanmaxxing — humanmaxxing is the terminal polish pass. See references/seven-sweeps.md § "When NOT to run Seven Sweeps".

Worked Example

End-to-end Route B walkthrough + cycle-2 FAIL variant + Route A snippet + Route C snippet: references/examples/write-copy-walkthrough.md.