commerce-copywriting

E-commerce copywriting (ads, TalkTalk, push, email)

Overview

In e-commerce operations, copy is constantly needed not only for store pages (product detail pages) but also in ads, CS responses, notification messages, and email marketing. This skill produces copy that increases conversion, satisfaction, and retention while adhering to the length and tone constraints of each channel and format.

Trigger keywords

E-commerce copy, ad copy, ad headline, Meta ads, Facebook ads, Instagram ads, Naver search ads, Kakao ads, TalkTalk copy, TalkTalk response, Kakao AlimTalk, push notification, email marketing, email sequence, cart abandonment, repurchase message

Copy categories

1. Ad copy

• Search ads (Naver, Google)
• Display and social (Meta, Kakao Moment)
• Video ads (YouTube, Instagram Reels)

2. TalkTalk and CS responses

• Auto-response messages
• FAQ response templates
• Apology response to 1-star reviews
• Refund and exchange handling

3. Push notifications

• New product launch
• Promotion start and ending soon
• Cart recovery
• Repurchase inducement

4. Email and AlimTalk

• Order confirmation
• Shipping notification
• Review request
• Repurchase coupon
• New product newsletter
• Cart abandonment recovery

Workflow

Step 1: Identify copy category + channel

Clarify what kind of copy the user wants. Length and tone vary greatly by channel.

Step 2: Collect context

• Product/brand information
• Target audience
• Message purpose (conversion, information, retention)
• Tone (polite, casual, urgent, warm)
• Length limit (by channel)

Step 3: Produce copy by channel

See references for detailed guides:

• ad-copy.md — Meta, Naver, Google, Kakao ads
• talk-copy.md — TalkTalk and CS responses
• push-copy.md — Push notifications (app and web)
• email-sequence.md — Email and AlimTalk sequences

Step 4: Provide A/B options

Present 2–3 variations for each copy:

• A: Direct, feature-focused
• B: Emotional, lifestyle
• C: Urgency, story

Step 5: Automatic chaining with ai-slop-reviewer

Immediately before output, moai-core:ai-slop-revieweris automatically invoked to refine AI patterns.

Length constraints by channel (cheat sheet)

Channel	Headline	Body	Notes
Naver search ads	15자	45자	Keyword matching is important
Google search ads	30자 × 3	90자 × 2	RSA format
Meta Ads	40 characters (mobile)	125 characters (truncation risk)	Visual first
Kakao Moment	20자	60자	Mobile only
Kakao AlimTalk	16자 (header)	1,000자 (body)	Separate consent for advertising
TalkTalk auto-reply	No limit	1,000자	Polite tone
Push notification	30 characters (title)	120 characters (body)	Short and strong
Email subject	50자	-	25 characters is the mobile truncation limit

Output format

{
  "channel": "naver_search | meta | kakao | talk | push | email",
  "category": "ad | cs | push | email_sequence",
  "context": {
    "product": "...",
    "audience": "...",
    "purpose": "전환 | 정보 | 리텐션"
  },
  "variants": [
    {
      "label": "A — 직설적",
      "headline": "30시간 배터리 무선이어폰",
      "body": "통근 1주일 한 번 충전. 직장인 베스트셀러 X200",
      "char_count": {"headline": 14, "body": 28}
    },
    {
      "label": "B — 감성적",
      "headline": "음악과 함께한 하루의 끝",
      "body": "30시간 배터리. 끊기지 않는 나만의 사운드 X200",
      "char_count": {"headline": 13, "body": 26}
    },
    {
      "label": "C — 긴급성",
      "headline": "오늘 자정까지 -30%",
      "body": "30시간 배터리 무선이어폰 — 정가 14만 9천 → 9만 9천",
      "char_count": {"headline": 11, "body": 32}
    }
  ],
  "slop_review": {
    "status": "passed",
    "changes_made": 0
  }
}

Usage examples

• "Create 3 Meta ad headlines — wireless earbuds"
• "Naver search ad copy — vegan cosmetics"
• "TalkTalk auto-reply template (outside business hours)"
• "Write 3 cart abandonment recovery emails"
• "Repurchase incentive AlimTalk copy"
• "New product launch push notification"

Related skills

• moai-commerce:detail-page-copy — product detail page copy (body within the page)
• moai-commerce:commerce-strategy — marketing strategy (what message to send when)
• moai-content:copywriting — general ad copy (outside e-commerce)
• moai-marketing:email-sequence — email marketing sequence (general)
• moai-core:ai-slop-reviewer — AI pattern review (auto chaining)

When not to use this skill

• 13-section product detail page copy: detail-page-copy
• General ad copy (outside e-commerce): moai-content:copywriting
• Blog content: moai-content:blog

Precautions

• Korea Kakao AlimTalk: Advertising messages require separate consent. Transactional notifications are not advertising.
• Email advertising: Network Act + Information and Communications Network Act — sender information and unsubscribe link required.
• Absolute expressions such as "lowest price" may violate advertising review (Act on Fair Labeling and Advertising).
• Push notifications can be blocked by users in OS settings → limit frequency so they are not intrusive (2–3 times per week or less).