Copywriting Spec

Configuration

Read .jobops/config.json. If missing, stop with:

JOBOPS NOT CONFIGURED Run /jobops:setup (then /jobops-ic:setup) to initialize your workspace.

Use config.directories.contractor_root for output paths in this skill. Use config.preferences.default_currency for pricing if applicable.

Create Copywriting Specification

Generate a comprehensive copywriting specification document for a brand, using structured interviews to gather requirements.

Arguments

• $ARGUMENTS - Company/brand name (optional - will prompt if not provided)

Instructions

You are an expert brand strategist and copywriter creating a comprehensive copywriting specification document.

Process Overview

This is an interactive interview process. You will gather information across 8 phases, asking targeted questions and providing examples to guide responses. After gathering all information, generate the complete specification document using the embedded template structure below.

IMPORTANT: Do NOT load or reference any external files as templates. Use only the structure defined in this command file.

Phase 1: Brand Identity

Questions to Ask

1. Company Name: What is the company/brand name?

2. Principal/Leadership: Who is the principal or key leader? Include:

   • Full name
   • Professional credentials (certifications, designations)
   • Title/role

3. Positioning Statement: How would you describe what the company does in one sentence?

   • Example: "Institutional-grade operational optimization for commercial real estate and infrastructure"

4. Tagline: Do you have a tagline or would you like to develop one?

   • Example: "Institutional Experience. Technical Execution."

Phase 2: Target Audience

Questions to Ask

1. Primary Audience: Who are your ideal clients? List specific:

   • Job titles (e.g., CFO, CIO, VP Operations)
   • Organization types (e.g., Fortune 500, startups, government)
   • Decision-making authority level

2. Audience Characteristics: Describe your audience's:

   • Sophistication level: How educated/experienced are they in your domain?
   • Decision style: How do they make purchasing decisions? (committee, individual, evidence-based, relationship-based)
   • Time constraints: How much time do they have to evaluate options?
   • Pain tolerance: What marketing approaches turn them off?
   • Trust signals: What makes them trust a vendor/partner?

3. Industries Served: Which industries or sectors do you serve?

Phase 3: Voice & Tone

Questions to Ask

1. Brand Voice Archetype: Which best describes how you want to sound?

   • Authoritative Peer: Credentialed expert speaking to equals
   • Trusted Advisor: Experienced guide helping navigate complexity
   • Innovative Disruptor: Bold challenger of the status quo
   • Friendly Expert: Approachable specialist making complex simple
   • Premium Partner: Exclusive, high-end service provider
   • Other: Describe your ideal voice

2. Tone Spectrum: Where does your brand sit on these spectrums? (1-10 scale)

   Casual (1) <-------------------> Formal (10)
   Enthusiastic (1) <--------------> Reserved (10)
   Salesy (1) <--------------------> Consultative (10)
   Technical (1) <-----------------> Accessible (10)
   Bold (1) <----------------------> Understated (10)
   

3. Emotional Register: Which emotions are appropriate for your brand?

   • Confidence (quiet vs. bold)
   • Urgency (market-driven vs. artificial)
   • Empathy/concern
   • Enthusiasm/excitement
   • Authority/expertise

Phase 4: Language Guidelines

Questions to Ask

1. Industry Terminology: What domain-specific terms should be used?

   • List technical terms your audience uses daily
   • List terms that signal insider knowledge

2. Words to AVOID: What language turns off your audience?

   • Buzzwords they're tired of
   • Competitor language you want to differentiate from
   • Casual terms inappropriate for your audience
   • Hyperbole that would undermine credibility

3. Tone Violations: What would sound "off-brand"?

   • Too casual examples
   • Too salesy examples
   • Too technical examples

4. CTA Language: How should calls-to-action be phrased?

   • Example: "Schedule a Consultation" not "Book a Quick Call"

Phase 5: Messaging Hierarchy

Questions to Ask

1. Primary Message: What is the ONE thing you want people to remember?

2. Credentials: What credentials/qualifications should be emphasized?

   • Professional designations
   • Years of experience
   • Notable clients/projects
   • Unique qualifications

3. Track Record: What specific results can you cite?

   • Quantified outcomes (%, $, time saved)
   • Scale indicators (# of clients, projects, assets)
   • Comparison benchmarks

4. Capabilities: What services/capabilities should be highlighted?

5. Message Sequencing: Should messaging change based on audience familiarity?

   • Cold prospects: What do they need to hear first?
   • Warm leads: What resonates after initial interest?
   • Hot prospects: What closes the deal?

Phase 6: Proof Points

Questions to Ask

For each major achievement or metric (gather 5-10):

1. What is the metric? (e.g., "141% portfolio returns")
2. What is the context? (e.g., "vs. 35% market benchmark")
3. Where did this occur? (e.g., "at Company X")
4. What caused this result? (e.g., "disciplined asset management")
5. When should this be used? (e.g., "investment credibility discussions")

Phase 7: Competitor Differentiation

Questions to Ask

1. Competitor Types: Who do prospects compare you to?

   • Direct competitors (same service)
   • Adjacent competitors (different approach, same problem)
   • Alternative solutions (DIY, in-house, status quo)

2. Their Positioning: How do these competitors position themselves?

3. Your Differentiation: What makes you different from each?

4. Competitive Messaging: What specific phrases counter each competitor type?

Phase 8: Channel & Format Requirements

Questions to Ask

1. Active Channels: Which communication channels will you use?

   • Website/landing pages
   • Email (cold outreach, warm follow-up, nurture)
   • LinkedIn
   • Proposals/decks
   • Case studies
   • Advertising

2. Channel-Specific Needs: For each active channel:

   • Length constraints
   • Tone variations
   • Specific dos/don'ts

3. Communication Conventions: Preferences for:

   • Email openings/closings
   • Signature blocks
   • Meeting follow-ups

Output Document Template

After gathering all information, generate a complete copywriting specification document following this EXACT structure:

# [Company Name] -- Copywriting Specification

**Version:** 1.0
**Last Updated:** [Current Date]
**Purpose:** Define brand voice, tone, and language guidelines for all [Company] communications

---

## Table of Contents

1. [Brand Identity](#1-brand-identity)
2. [Target Audience](#2-target-audience)
3. [Voice & Tone](#3-voice--tone)
4. [Person & Voice Conventions](#4-person--voice-conventions)
5. [Sentence & Paragraph Structure](#5-sentence--paragraph-structure)
6. [Language Guidelines](#6-language-guidelines)
7. [Formatting Standards](#7-formatting-standards)
8. [Messaging Hierarchy](#8-messaging-hierarchy)
9. [Value Proposition Variants](#9-value-proposition-variants)
10. [Copy Formulas](#10-copy-formulas)
11. [Problem Articulation Library](#11-problem-articulation-library)
12. [Section-by-Section Guidelines](#12-section-by-section-guidelines)
13. [Proof Point Library](#13-proof-point-library)
14. [Competitor Differentiation](#14-competitor-differentiation)
15. [Objection Response Guidelines](#15-objection-response-guidelines)
16. [Channel-Specific Guidelines](#16-channel-specific-guidelines)
17. [Communication Conventions](#17-communication-conventions)
18. [Quality Checklist](#18-quality-checklist)
19. [Usage Examples](#19-usage-examples)
20. [Document History](#20-document-history)

---

## 1. Brand Identity

### Company
- **Name**: [Company Name]
- **Principal**: [Name, Credentials]
- **Positioning**: [One-sentence positioning statement]
- **Tagline**: [Tagline]

### Brand Promise
[What the company promises to deliver]

### Brand Personality
[3-5 personality traits that define how the brand behaves]

---

## 2. Target Audience

### Primary Audience
| Attribute | Description |
|-----------|-------------|
| Job Titles | [List titles] |
| Organizations | [Organization types] |
| Decision Authority | [Level] |
| Budget Range | [Typical engagement size] |

### Audience Characteristics
- **Sophistication**: [Description]
- **Decision Style**: [How they decide]
- **Time Constraints**: [Available attention]
- **Pain Tolerance**: [What they reject]
- **Trust Signals**: [What builds credibility]

### Industries Served
[List of industries/sectors]

---

## 3. Voice & Tone

### Brand Voice Archetype
**[Selected Archetype]**: [Description of how this manifests]

### Tone Spectrum
| Dimension | Position (1-10) | Implication |
|-----------|-----------------|-------------|
| Casual <-> Formal | [X] | [What this means in practice] |
| Enthusiastic <-> Reserved | [X] | [What this means in practice] |
| Salesy <-> Consultative | [X] | [What this means in practice] |
| Technical <-> Accessible | [X] | [What this means in practice] |
| Bold <-> Understated | [X] | [What this means in practice] |

### Emotional Register
**Appropriate emotions**: [List with guidance on intensity]

**Inappropriate emotions**: [List what to avoid]

---

## 4. Person & Voice Conventions

### Point of View
- **Primary**: [First person plural "we" / First person singular "I" / Third person]
- **When to shift**: [Guidance on context-dependent shifts]

### Active vs. Passive Voice
- **Default**: Active voice
- **Passive acceptable when**: [Specific situations]

### Contractions
- **Policy**: [Use freely / Use sparingly / Avoid]
- **Exceptions**: [Any specific cases]

---

## 5. Sentence & Paragraph Structure

### Sentence Length
| Type | Target Length | Maximum |
|------|---------------|---------|
| Headlines | [X] words | [X] words |
| Subheadlines | [X] words | [X] words |
| Body copy | [X-X] words | [X] words |
| CTAs | [X] words | [X] words |

### Paragraph Structure
- **Ideal length**: [X] sentences / [X] lines
- **Maximum length**: [X] sentences / [X] lines
- **Structure**: Lead with key point, support, conclude

### Rhythm Guidelines
- Vary sentence length for readability
- Use short sentences for emphasis
- Use longer sentences for complex ideas (but stay under maximum)

---

## 6. Language Guidelines

### Preferred Terminology
| Use This | Instead Of | Reason |
|----------|------------|--------|
| [Preferred term] | [Avoided term] | [Why] |
| [Preferred term] | [Avoided term] | [Why] |
| [Preferred term] | [Avoided term] | [Why] |

### Domain-Specific Terms (USE)
[List of industry terms that signal expertise]

### Words to AVOID
| Category | Avoid | Reason |
|----------|-------|--------|
| Buzzwords | [List] | [Why] |
| Hyperbole | [List] | [Why] |
| Casual | [List] | [Why] |
| Competitor language | [List] | [Why] |

### CTA Language
| Context | Approved | Avoid |
|---------|----------|-------|
| Primary conversion | [Examples] | [Examples] |
| Secondary action | [Examples] | [Examples] |
| Soft engagement | [Examples] | [Examples] |

---

## 7. Formatting Standards

### Numbers and Metrics
| Type | Format | Example |
|------|--------|---------|
| Percentages | [Format] | [Example] |
| Currency | [Format] | [Example] |
| Large numbers | [Format] | [Example] |
| Ranges | [Format with en dash] | [Example] |
| Years of experience | [Format] | [Example] |

### Punctuation
- **Serial comma**: [Yes/No]
- **En dashes (-)**: Use for ranges (dates, numbers, prices)
- **Em dashes (--)**: Use for emphasis or parenthetical statements
- **Ellipses**: [Policy]

### Capitalization
- **Headlines**: [Sentence case / Title case]
- **Subheadlines**: [Sentence case / Title case]
- **CTAs**: [Sentence case / Title case]
- **Product/service names**: [Policy]

---

## 8. Messaging Hierarchy

### Primary Message
[The ONE thing prospects should remember]

### Supporting Messages
1. **Credentials**: [Key qualifications]
2. **Track Record**: [Proof of results]
3. **Capabilities**: [What you deliver]
4. **Differentiation**: [Why you vs. alternatives]

### Message Sequencing by Audience Temperature

#### Cold Prospects
1. [First message priority]
2. [Second message priority]
3. [Third message priority]

#### Warm Leads
1. [First message priority]
2. [Second message priority]
3. [Third message priority]

#### Hot Prospects
1. [First message priority]
2. [Second message priority]
3. [Third message priority]

---

## 9. Value Proposition Variants

### 10-Word Version
[Concise value proposition in exactly 10 words]

### 30-Word Version
[Expanded value proposition in approximately 30 words]

### 50-Word Version
[Fuller value proposition in approximately 50 words]

### 75-Word Version
[Detailed value proposition in approximately 75 words]

### 150-Word Version
[Comprehensive value proposition in approximately 150 words]

---

## 10. Copy Formulas

### Headline Formula
**Structure**: [Problem/Outcome] + [Mechanism/Differentiator]
**Example**: [Specific example using company content]

### Subheadline Formula
**Structure**: [Expand on headline] + [Proof element or specific benefit]
**Example**: [Specific example using company content]

### Body Copy Formula
**Structure**:
1. Hook (acknowledge situation)
2. Problem (articulate pain)
3. Agitate (consequences of inaction)
4. Solution (introduce approach)
5. Proof (evidence it works)
6. CTA (clear next step)

### CTA Formula
**Structure**: [Action verb] + [Value received] + [Urgency/ease element]
**Example**: [Specific example using company content]

---

## 11. Problem Articulation Library

### Pain Point 1: [Name]
| Element | Content |
|---------|---------|
| **Approved phrasing** | [List of approved ways to describe this pain] |
| **Avoid** | [Phrasing that's too dramatic or off-brand] |
| **Evidence** | [Data or proof this is a real problem] |
| **Stakes** | [What happens if not addressed] |

### Pain Point 2: [Name]
[Same structure as above]

### Pain Point 3: [Name]
[Same structure as above]

### Pain Point 4: [Name]
[Same structure as above]

---

## 12. Section-by-Section Guidelines

### Hero Section
- **Headline**: [X] words max, problem-focused or outcome-focused
- **Subheadline**: [X] words max, expand with proof element
- **Badge/credibility**: [Placement and content guidance]
- **CTA**: [Primary and secondary guidance]

### Problem Section
- **Tone**: [Guidance on intensity]
- **Structure**: [Number of pain points, format]
- **Stakes paragraph**: [Guidance]

### Solution Section
- **Lead with**: [Credibility or capability]
- **Service descriptions**: [Length and format]
- **Proof integration**: [How to weave in evidence]

### How It Works Section
- **Number of steps**: [X]
- **Step format**: [Title + description length]
- **Reassurance elements**: [What to include]

### Social Proof Section
- **Metrics display**: [Format guidance]
- **Testimonial format**: [Structure]
- **Credentials display**: [How to present]

### Final CTA Section
- **Headline tone**: [Guidance]
- **Risk reversal**: [Required elements]
- **Secondary CTA**: [Optional guidance]

---

## 13. Proof Point Library

### Proof Point 1
| Element | Content |
|---------|---------|
| **Metric** | [The number/result] |
| **Context** | [Comparison or benchmark] |
| **Source** | [Where this occurred] |
| **Mechanism** | [What caused this result] |
| **Use when** | [Appropriate contexts] |
| **Phrasing variants** | [2-3 ways to express this] |

### Proof Point 2
[Same structure]

### Proof Point 3
[Same structure]

[Continue for all proof points gathered]

---

## 14. Competitor Differentiation

### vs. [Competitor Type 1]
| Element | Content |
|---------|---------|
| **They say** | [Their positioning] |
| **We say** | [Our counter-positioning] |
| **Key differentiator** | [Specific advantage] |
| **Proof** | [Evidence of our advantage] |
| **Approved phrasing** | [Exact language to use] |

### vs. [Competitor Type 2]
[Same structure]

### vs. [Competitor Type 3]
[Same structure]

---

## 15. Objection Response Guidelines

### Objection 1: [Common objection]
| Element | Content |
|---------|---------|
| **Acknowledge** | [How to validate the concern] |
| **Reframe** | [How to shift perspective] |
| **Evidence** | [Proof that addresses this] |
| **Approved response** | [Exact language to use] |

### Objection 2: [Common objection]
[Same structure]

### Objection 3: [Common objection]
[Same structure]

---

## 16. Channel-Specific Guidelines

### Website / Landing Pages
- **Tone variation**: [Any shifts from default]
- **Length constraints**: [Specific guidance]
- **Special considerations**: [Platform-specific notes]

### Cold Email
- **Subject line**: [Formula and length]
- **Opening line**: [Approach]
- **Body structure**: [Format]
- **CTA**: [Type and placement]
- **Length**: [Word/sentence count]
- **Tone shift**: [Any adjustments]

### LinkedIn
- **Profile copy**: [Guidance]
- **Post format**: [Structure]
- **Connection messages**: [Approach]
- **InMail**: [Format]
- **Tone shift**: [Any adjustments]

### Proposals / Decks
- **Tone variation**: [Any shifts]
- **Structure**: [Key sections]
- **Length guidance**: [Per section]
- **Visual/text balance**: [Guidance]

### Case Studies
- **Structure**: [Situation, Challenge, Solution, Result]
- **Length**: [Target word count]
- **Proof integration**: [How to present metrics]
- **Client voice**: [How to handle quotes]

---

## 17. Communication Conventions

### Email Openings
| Context | Approved | Avoid |
|---------|----------|-------|
| First contact | [Examples] | [Examples] |
| Follow-up | [Examples] | [Examples] |
| Existing relationship | [Examples] | [Examples] |

### Email Closings
| Context | Approved | Avoid |
|---------|----------|-------|
| Requesting action | [Examples] | [Examples] |
| Providing information | [Examples] | [Examples] |
| Building relationship | [Examples] | [Examples] |

### Signature Block

[Standard signature format]

### Meeting Follow-ups
- **Timing**: [When to send]
- **Structure**: [Key elements]
- **Tone**: [Guidance]

---

## 18. Quality Checklist

### Before Publishing Any Copy

#### Voice & Tone
- [ ] Matches [archetype] voice archetype
- [ ] Tone appropriate for channel and audience temperature
- [ ] No tone violations (too casual, too salesy, too technical)

#### Language
- [ ] Uses approved terminology (see Section 6)
- [ ] Avoids banned words and phrases
- [ ] Domain-specific terms used appropriately

#### Structure
- [ ] Sentences within length limits ([X] words max)
- [ ] Paragraphs within length limits ([X] sentences max)
- [ ] Varied sentence rhythm

#### Formatting
- [ ] Numbers formatted per standards
- [ ] En dashes used for ranges
- [ ] Capitalization follows guidelines
- [ ] Serial comma [used/not used] consistently

#### Messaging
- [ ] Primary message clear
- [ ] Proof points properly contextualized
- [ ] CTA uses approved language
- [ ] Credentials/authority established appropriately

#### Channel-Specific
- [ ] Length appropriate for channel
- [ ] Tone adjusted per channel guidelines
- [ ] Format follows channel conventions

---

## 19. Usage Examples

### Good Example
**Context**: [Where this would appear]
**Copy**:
> [Example of copy that follows all guidelines]

**Why it works**: [Explanation referencing specific guidelines]

### Bad Example
**Context**: [Where this would appear]
**Copy**:
> [Example of copy that violates guidelines]

**What's wrong**: [Explanation of specific violations]

**Corrected version**:
> [Fixed copy]

---

## 20. Document History

| Version | Date | Changes | Author |
|---------|------|---------|--------|
| 1.0 | [Date] | Initial creation | [Name/Claude] |

---

*This specification should be reviewed quarterly and updated as the brand evolves.*

Output Location

Save the completed specification to: {config.directories.contractor_root}/landing-pages/{slug}/spec.md

The {slug} is provided by the caller (e.g., user-supplied project name or the /create-landing-page orchestrator). The {slug} folder under landing-pages/ is shared with the related landing-page skills (create-landing-page, copywrite, css-template) — this skill writes spec.md INTO that existing per-slug folder. If the folder does not yet exist, create it: mkdir -p {config.directories.contractor_root}/landing-pages/{slug}.

Interview Approach

Best Practices

1. Ask One Phase at a Time: Don't overwhelm with all questions at once
2. Provide Examples: Use generic examples to clarify expectations
3. Offer Options: When possible, give multiple choice options
4. Confirm Understanding: Summarize answers before moving to next phase
5. Allow Iteration: Let user revise answers before finalizing

Opening Script

Begin with:

"I'll help you create a comprehensive copywriting specification for [Company Name]. This document will define your brand voice, tone, and language guidelines for all communications.

We'll work through 8 phases:

1. Brand Identity
2. Target Audience
3. Voice & Tone
4. Language Guidelines
5. Messaging Hierarchy
6. Proof Points
7. Competitor Differentiation
8. Channel Requirements

Let's start with Brand Identity..."

Closing Script

After generating the document:

"I've created your copywriting specification at [file path].

Recommended Next Steps:

1. Review the document for accuracy
2. Fill in any [TO BE COMPLETED] sections
3. Share with stakeholders for feedback
4. Use /landing-page:create to build pages following this spec

Would you like me to review or refine any section?"

Quick Start Mode

If the user provides substantial information upfront (e.g., existing brand guidelines, website content, or detailed brief), skip redundant questions and proceed directly to generation, asking only for clarification on gaps.

To detect quick start eligibility, check if the user provides:

• Company name and positioning
• Target audience description
• At least 3 proof points with context
• Tone/voice preferences

If all four are present, proceed to generation with targeted clarifying questions only.