Sales copy

Sales Copy

Generates sales 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
case-study	Customer case study	BAB	sales-copy/references/case-studies.md
proposal	Sales or project proposal	ACCA	sales-copy/references/proposals.md
sales-email	Outbound or nurture sales email	PAS	email-copy/references/cold-outreach.md
one-pager	Single-page sales doc	FAB	sales-copy/references/one-pagers.md
pitch-deck	Pitch deck (slide copy, text only)	AIDA per slide	sales-copy/references/one-pagers.md
battle-card	Competitive battle card	FAB	sales-copy/references/one-pagers.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) when the workflow requires them.

Framework	File path	Use for
BAB (Before-After-Bridge)	persuasion-frameworks/references/bab.md	Case studies
ACCA (Awareness-Comprehension-Conviction-Action)	persuasion-frameworks/references/acca.md	Proposals
PAS (Problem-Agitate-Solution)	persuasion-frameworks/references/pas.md	Sales emails
FAB (Features-Advantages-Benefits)	persuasion-frameworks/references/fab.md	One-pagers, battle cards
AIDA	persuasion-frameworks/references/aida.md	Pitch deck slides
Anti-slop	quality-frameworks/references/anti-slop.md	De-slop pass (Step 5, mandatory)

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

7-Step Workflow

Step 1: Identify sales 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:

• Documenting a customer's transformation: case study
• Responding to an RFP or presenting a solution: proposal
• Reaching a new prospect or advancing a deal by email: sales email
• Distilling the product or offer to a single page: one-pager
• Building a slide-by-slide narrative for a pitch: pitch deck
• Equipping reps to handle competitor objections: battle card

Step 2: Load the framework reference

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

• Case studies: load persuasion-frameworks/references/bab.md
• Proposals: load persuasion-frameworks/references/acca.md
• Sales emails: load persuasion-frameworks/references/pas.md
• One-pagers and battle cards: load persuasion-frameworks/references/fab.md
• Pitch decks: load persuasion-frameworks/references/aida.md

Read the framework. Note its stages, examples, and failure modes before drafting.

Step 3: Load the domain reference

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

• Case studies: sales-copy/references/case-studies.md
• Proposals: sales-copy/references/proposals.md
• One-pagers, pitch decks, battle cards: sales-copy/references/one-pagers.md
• Sales emails: email-copy/references/cold-outreach.md

For proposals: check the executive summary guidance in proposals.md before writing a single sentence. The most common mistake -- opening with the vendor's company history instead of the client's problem -- is caught here.

For case studies: check the metrics guidance in case-studies.md before drafting. Vague outcome language ("improved efficiency", "better results") is the dominant failure mode. The reference shows how to surface and present specific numbers.

Step 4: Draft using framework structure and domain patterns

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

• Follow the framework's stage sequence (e.g., Before then After then Bridge for BAB)
• Apply section patterns and examples from the domain reference
• Make the customer the hero in case studies, not the product
• Lead with the client's problem in proposals, not the vendor's bio
• Keep one-pagers to a single CTA -- never two
• Write in second person ("you") for one-pagers and proposals; past-tense narrative for case studies

Do not invent structure. The framework plus domain reference define the structure. 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.
7. For case studies specifically: check every outcome claim. If a result is expressed without a number ("reduced time", "improved throughput", "cut costs"), replace it with the actual figure or flag it for the client to supply. Unquantified claims fail the specificity test automatically.

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 case studies: Specificity must score 8 or higher. Unverified vague outcomes are a disqualifier.

Step 7: Return structured output

Return the completed copy in this structure:

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

[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")

For proposals: include a section-by-section note on what was written and why the structure was chosen.

For case studies: include a note on any outcome claims that need client verification before publication.