moai-domain-copywriting

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"}
progressive_disclosure	{"enabled":true,"level1_tokens":100,"level2_tokens":5000}
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.

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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": "<landing|about|services|pricing|contact>",
  "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": "<string>",
    "word_count": <number>,
    "reading_level": "<string>"
  }
}

Each section must include at least one A/B variant (variant_a). The primary field is the recommended default.

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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.

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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).

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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 ("[e-mail]" 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)

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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

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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