Marketing copy

Marketing Copy

Generates marketing copy from a brief using the correct persuasion framework, domain patterns, and mandatory de-slop pass. This skill runs a complete workflow -- it does not just list resources.

Copy Type Identification

Identify the sub-type from the brief's type field before selecting a framework.

Brief type	Sub-type	Framework	Domain reference
landing-page-hero	Landing page hero section	AIDA or 4Ps	marketing-copy/references/landing-pages.md
landing-page-full (short)	Full landing page, short-form	AIDA	marketing-copy/references/landing-pages.md
landing-page-full (long)	Full landing page, long-form	PASTOR	marketing-copy/references/landing-pages.md
ad-google	Google Search ad	4Us + headline formulas	marketing-copy/references/ad-copy.md
ad-meta	Meta/Facebook ad	4Us + headline formulas	marketing-copy/references/ad-copy.md
ad-linkedin	LinkedIn ad	4Us + headline formulas	marketing-copy/references/ad-copy.md
value-proposition	Value proposition	FAB	marketing-copy/references/value-propositions.md
cta	Call-to-action copy	AIDA (Action step only)	marketing-copy/references/landing-pages.md
hero-section	Hero section (standalone)	AIDA or 4Ps	marketing-copy/references/landing-pages.md

When the brief type is ambiguous, ask for clarification before proceeding.

Framework Reference Paths

Load these files from the shared framework skills (persuasion-frameworks, quality-frameworks, headline-formulas) when the workflow requires them.

Framework	File path
AIDA	persuasion-frameworks/references/aida.md
4Ps (Promise-Picture-Proof-Push)	persuasion-frameworks/references/four-ps.md
FAB	persuasion-frameworks/references/fab.md
PASTOR	persuasion-frameworks/references/pastor.md
4Us quality check	quality-frameworks/references/four-us.md
Headline patterns	headline-formulas/references/proven-patterns.md
Anti-slop	quality-frameworks/references/anti-slop.md

Load only the files required for the copy type at hand. Do not preload all frameworks.

7-Step Workflow

Step 1: Identify copy sub-type

Read the brief. Find the type field. Map it to a row in the Copy Type Identification table above.

If the brief has no type field, infer from the copy goal:

• Driving sign-ups or trials from a page: landing page
• Driving clicks from an ad platform: ad copy
• Communicating core product value: value proposition

Step 2: Load the framework reference

Using the Framework Reference Paths table, load the single most relevant framework file.

• Landing page hero, short landing page, hero section: load persuasion-frameworks/references/aida.md
• Long-form landing page or sales page: load persuasion-frameworks/references/pastor.md
• Ad headlines: load quality-frameworks/references/four-us.md and headline-formulas/references/proven-patterns.md
• Value propositions: load persuasion-frameworks/references/fab.md

Read the framework. Note its steps, examples, and common mistakes before drafting.

Step 3: Load the domain reference

Load the domain-specific reference file for this copy type:

• Landing pages, hero sections, CTAs: marketing-copy/references/landing-pages.md
• All ad formats (Google, Meta, LinkedIn): marketing-copy/references/ad-copy.md
• Value propositions: marketing-copy/references/value-propositions.md

For ad copy: check character limits in ad-copy.md before drafting a single word. Drafting without checking limits wastes the revision.

Step 4: Draft using framework structure and domain patterns

Apply the framework steps to the brief. Use the domain reference for structural patterns, section flows, and format rules.

• Follow the framework's stage sequence (e.g., Attention then Interest then Desire then Action for AIDA)
• Apply section patterns and examples from the domain reference
• Respect character limits if writing ads
• Write in second person ("you"), use contractions, vary sentence length

Do not invent structure. The framework plus domain reference define the structure. Your job is to fill it with specifics from the brief.

Step 5: De-slop pass

Load quality-frameworks/references/anti-slop.md.

Run this sequence on the draft:

1. Scan for every banned word and phrase in the Banned Words and Phrases section. Flag each hit.
2. Check for em dashes. Remove all of them. Restructure affected sentences.
3. Apply the sentence length variance test. If all sentences cluster in the same length range, rewrite to vary rhythm.
4. Apply the paragraph opening audit. If three or more consecutive paragraphs open with the same grammatical pattern, break the repetition.
5. Check for tricolon traps. If any three-item list reads like a jingle, disrupt the rhythm.
6. Apply the specificity test: could a competitor paste their name over this copy and have it still work? If yes, find the specific detail from the brief and rebuild around it.

Do not consider the draft done until every flag is resolved.

Step 6: Score against quality rubric

Score the de-slopped draft across these 7 dimensions:

Dimension	Scale	Target
Clarity	1-10	7+
Specificity	1-10	7+
Voice Match	1-10	7+
AI-Tell Score	0-10	2 or lower
Persuasion	1-10	7+
Action	1-10	7+
Overall	1-10	7+

If AI-Tell Score is 3 or higher, or Overall is below 7: return to Step 5. Other dimensions below 7 set the revision priorities but do not block on their own. Cap revisions at 2 passes; if the draft still fails a hard gate after that, return the best version with the failing scores flagged in the output.

For headlines and ad copy, also score against the 4Us (from quality-frameworks/references/four-us.md). Minimum: 3 out of 4 dimensions score 2 or higher.

Step 7: Return structured output

Return the completed copy in this structure:

## [Copy type] for [Product/Brand]

[Copy here, formatted for its intended use]

---
**Quality scores**
- Clarity: [N]/10
- Specificity: [N]/10
- Voice Match: [N]/10
- AI-Tell: [N]/10
- Persuasion: [N]/10
- Action: [N]/10
- Overall: [N]/10

**Framework used:** [Framework name]
**De-slop flags resolved:** [N] (list the specific issues fixed, or "none")

If character limits apply (ads), include a character count note for each field that has a limit.

Platform Constraints Note

For all ad copy (Google, Meta, LinkedIn): check marketing-copy/references/ad-copy.md for character limits before drafting. Character limits are non-negotiable constraints, not guidelines. A Google Search headline that runs 32 characters is a broken ad. Count before you write.