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content-copywriting

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Updated 10-15 21:33

About this skill

Copywriting

Overview

We professionally write marketing copy, headlines, and CTAs. We provide comprehensive copywriting services, including ad campaign strategy, visual storytelling, avoiding AI copy anti-patterns, and compliance with fair trade and labeling/advertising laws.

Trigger Keywords

copy, copywriting, headline, CTA, ad copy, persuasive copy, marketing copy, ad campaign, slogan

Practical Copy Patterns (Korean Market)

1. Low-Involvement vs High-Involvement Language Branching

Low involvement (under 10,000 won, immediate decision) High involvement (100,000 won+, longer deliberation time)
5th-grade readability Rich trust information (certifications, awards, research)
Within 25 characters per sentence Comparison with other companies OK
Korean language advantage Detailed options and scenarios
State 1EA price "After 1 week / after 1 month" change

2. 13 Pricing Display Strategies

  1. Price increase notice — "From tomorrow, ~ increase"
  2. Price splitting — "980 won per day"
  3. Anchoring — List price → Discounted price
  4. Round price — 9,900 won
  5. Show in red (discounted price only)
  6. Comparison price — "the price of 2 cups of coffee"
  7. Limited quantity — "12 left"
  8. Limited time — "until midnight today"
  9. Bundle discount (1+1, 2+1)
  10. Subscription discount
  11. Free shipping threshold — "30,000 won+"
  12. Free gift
  13. First purchase discount (sign-up coupon)

3. 8 Copy Types (Ready to Use)

Type Example
Immediate effect appeal "Start today, change tomorrow"
Empathy and pain "Have you ever had this?"
Number impact "Absorbs in 3 seconds, moisturizes for 24 hours"
Comparative advantage "Why everyone uses this"
Authority and expert "Recommended by a 10-year veteran"
Natural and ingredients "5 natural extracts, 0% synthetic"
Lifestyle "5 minutes before work"
Season and event "Before spring flowers bloom"

4. 7 Rules of 3-Second SNS Copywriting

[1] 시선 멈추는 첫 문장 (질문·통계·역설)
[2] 한 메시지 1슬라이드 원칙
[3] 본인 사례·정량 데이터
[4] 짧은 문장 + 줄바꿈 풍부
[5] 이모지 1~2개 (방향성 강조용)
[6] 마지막 CTA 1개만 (선택지 X)
[7] 해시태그 5~10개 (니치 + 인기 조합)

5. Content Fun (Structural Approach + Copy)

긴장 → 완화 → 임팩트
  ↓       ↓       ↓
"왜?"  →  설명  →  "와!"

Humor and wit are a fine line. Safe wit:

  • Self-deprecation (brand self-mockery)
  • Parody of era trends (watch for copyright)
  • Unexpectedness (break expectations)
  • Detail Observation (Empathy)

Workflow

Step 1: Identify Copy Purpose

  • Copy Type: Headline / CTA / Ad Campaign / Slogan / Storyboard
  • 1 Core Value of Product·Service
  • Target Reader (Age, Interests, Pain Points)
  • Channel (Instagram Ads / Search Ads / Banner / Video Subtitles, etc.)

Step 2: Select Copy Framework

AIDA (Attention → Interest → Desire → Action):

예: "3초 만에 피부 맑아지는 방법" → "10,000명이 선택한 이유" →
    "지금 바로 경험하세요" → "오늘만 50% 할인"

PAS (Problem → Agitate → Solution):

예: "야근해도 일이 쌓인다면?" → "당신만 뒤처지는 느낌, 맞죠?" →
    "XX 앱으로 3배 빠르게"

FAB (Feature → Advantage → Benefit):

예: "AI 자동 정렬 기능" → "수동 작업 80% 감소" →
    "퇴근을 2시간 앞당기세요"

Step 3: Write Headlines (5 or More Candidates)

Headline Formulas by Type:

  • Number Type: "Complete It with 3 Things ~"
  • Question Type: "Are You Still Unaware of ~?"
  • Secret Type: "The ~ Secret Experts Have Hidden"
  • Benefit Type: "How to ~ Without ~"
  • Empathy Type: "If You've Struggled Because of ~"

Step 4: CTA Optimization

Powerful CTA Formula: [Verb] + [Specific Benefit] + [Urgency]

예:
- "지금 무료로 시작하기 (오늘만)"
- "3초 만에 견적 받기"
- "먼저 써본 1,000명의 후기 보기"

CTAs to Avoid: "Click", "See More", "Check" (Too Vague)

Step 5: Ad Campaign Strategy (Upon Request)

For the collaboration workflow (market analysis→copy→creative→media plan→review), see references/advertising-campaign.md .

  • Campaign Goal: Focus on 1 of Awareness / Consideration / Conversion
  • Message Hierarchy: 1 Core Message + 2-3 Supporting Messages
  • Creative Direction: Emotional / Informational / Humorous / Social Proof

Step 6: Visual Storytelling (Upon Request)

For the collaboration workflow (story design→text→image→layout→review), see references/visual-storytelling.md . Comply with Brand Narrative AI Tic Guard (L-1~L-8).

  • Storyboard: Scene Composition, Narration, Subtitle Timing
  • Infographic Concept: Data Visualization Direction, Color Coding
  • Emotional Narrative: Brand Story, Customer Journey Story

Usage Examples

  • "Create 5 headlines for a new product launch"
  • "Write CTA copy to encourage app downloads"
  • "Create copy for a Kakao ad campaign"
  • "Create 10 startup brand slogan candidates"
  • "Plan a storyboard for a 30-second video ad"

Output Format

  • Headline Candidates (5-10)
  • CTA Copy (3-5)
  • Examples by Copy Framework
  • Ad Campaign Structure (Upon Request)
  • Visual Storyboard (Upon Request)

Precautions

⚠️ Caution for AI-Generated Content: Use AI-generated copy after fact-checking. For empirical claims such as specific figures ("No. 1 in Korea", "97% satisfaction"), always verify the supporting data.

AI Copy Anti-Patterns (Prohibited):

Anti-Pattern Alternative
"Innovative Solution" Specific Mechanism ("Reduce Manual Work by 80% with Automatic Classification")
"Cutting-Edge Technology" Technology Name + Effect ("GPT-4o-Based Real-Time Translation")
"Industry-leading" Basis for comparison ("No. 1 in G2 review category")
"Fast" (without numbers) Quantification ("3x compared to before")
"All users are satisfied" Actual figures ("4.8/5.0 average, 2,340 reviews")
Automation runs/rolls (← literal translation of run/roll) works/makes ("with a single word working automation")
into one flow/becomes (noun ending) verb ending ("connected as one")
works for me/works with me (← works for/with me) "works on my behalf" (-eo juda, subject omitted)
X's engine/heart/wings (literal metaphor) concrete verb ("X moves/leads Y")
"technology asks/the times call" (personification) person/institution subject ("the person in charge asks")
"what does it run on" (literal interrogative) "how does it work"
"our company/we + do/provide" (business formula) "we" or subject omission + varied sentence endings

SSOT: Detailed definition of patterns, multi-industry examples (beauty/food/finance/SaaS/education/e-commerce/public sector), single source for detection thresholds is moai-writer:korean-humanize references/ai-tell-taxonomy.md (A-20~A-25 + L storytelling + M slides). The table above is a summary for prevention at the generation stage.

Korean-sensibility copy — 4 principles at the generation stage (preventing literal translation, metaphor, exaggeration, personification):

When you first write the copy, if you follow the principles below from the start, you block at the source the AI tells that would be caught in the humanize stage. After completion, moai-writer:korean-humanize clean up remaining tells with a second round of humanize editing.

  1. No literal translation (A-20·A-21·A-22) — Do not force English constructions (run/roll, works for me, be/become + noun) into Korean. For machine/automation subjects, use "works/moves," not "rolls." Close sentences with a verb ("continues"), not a noun ("as a flow").
  2. No literal metaphor (A-23) — Do not carry over English metaphors like "engine/heart/wings/catalyst" as is. If a Korean idiom exists, use it; if not, unpack it with a concrete verb. Symbolic slogans allowed only once.
  3. Exaggeration through restraint and understatement (D-4·K-2) — Instead of "overwhelming/innovative/unprecedented," double negatives and understatement like "exceeded expectations considerably/was clearly different from before" carry more weight for Korean sensibilities. One or fewer emphatic words per paragraph.
  4. Personification through person/institution subjects (D-5) — Do not describe "technology/the era/the price war" as if it were a person. Use the actual actor (the person in charge, the company, the team) as the subject, or weaken the personifying verb.

Key: If you merely erase metaphor, exaggeration, and personification, it becomes flat. You must fill it with concrete facts, scenes, and numbers(humanize K-1 emotional temperature). E.g., "overwhelming efficiency" → "work that took 40 minutes now takes 12". For detailed pattern classification, see moai-writer:korean-humanize references/ai-tell-taxonomy.md A-20A-23 · I-7 · D-4/D-5 · K-1K-4.

Copy Tone Guide — 8 Articles for the Editing Stage (Punch + Preserving Informativeness) — Correction principles that go beyond naturalization (4 principles of generation) to add punch to copy and preserve informativeness. Source: user spec references/ai-tell-ko-copy-spec.md §2 Correction Principles, 8 Articles. Relationship: The 4 principles are prevention principles for when you first write copy, and the 8 articles are correction principles for when you edit finished copy — apply prevention (4 principles) first, then correction (8 articles).

  1. Second-person direct address — Third person "automation does ~" → second person "you/your AI coworker" (narrowing the distance from the reader, remedy for A-25 absence of person address)
  2. Replace with a strong, concrete metaphor — Abstract "automation" → concrete "AI coworker/AI automation machine" (A-23 removing literal translation metaphors + concretization)
  3. State concrete benefits — Abstract benefits → measurable and tangible ("delegate even if you don't know a single prompt", K-1 emotional temperature)
  4. Allow colloquial speech — Allow "~can", "~becomes", and emphasis (excessive refinement causes typos and AI tics — K-3 colloquial breathing)
  5. End with action and results — Plain statement "~does" → call to action "delegate/makes", "handles work 24/7 without rest"
  6. Do not touch informative copy — Tone changes are prohibited for dates, prices, session names, FAQ facts, and business information (preserving SEO/credibility)
  7. Headlines end strongly — Do not end with abstract nouns like "four kinds" ("~delegates", "~makes")
  8. Metaphor consistency — Apply the metaphor once chosen ("AI coworker") consistently across all pages; do not mix "automation/AI team/AI coworker"

HTML/Web Copy Editing Procedure (formalization complete) — references/copywriting.md Formalized into the main text in §4 (6-step work procedure: extraction→matching→context analysis→improvement proposal→batch application→verification) + §5 (precautions: head meta, HTML syntax, regex lookahead, minmax(0,1fr)). Literal-translation adverbs A-24, person address A-25, and the before/after bank are moai-writer:korean-humanize integrated into the copy recipes in references/rewriting-playbook.md. The original text of the 8 pattern catalog entries and 8 correction principles is in references/ai-tell-ko-copy-spec.md (design note original, historical record). Editing is performed in copy mode(preserving fact anchors instead of a change-rate guard — 100% for numbers, dates, prices, proper nouns, and legal notation). If HTML batch replacement is needed (replacing only text nodes, including head meta and JSON-LD, verifying remnants), moai-writer:korean-humanize Invoke and delegate to the skill — since that skill has its own HTML polishing tool, handle it via skill delegation rather than a direct path crossing plugin boundaries.

When writing brand story/narrative (L guard): Avoid the 8 AI tells unique to stories — L-1 clichéd opening ("One day/And so it began") · L-2 trite emotional expressions (whether directly named or body-metaphor type) · L-3 compulsive lesson-moral ending · L-4 clichéd transition phrases ("But then/Like fate") · L-5 overly smooth ending · L-6 founder myth template · L-7 fake specificity (unverifiable statistics/expertise) · L-8 advertising-style customer testimonials. Instead, make the customer the protagonist, the lack-and-resolution process the core, and fill it with verifiable specificity (numbers, actual processes, actual quotes). Details: moai-writer:korean-humanize references/ai-tell-taxonomy.md L category + references/visual-storytelling.md § Brand narrative AI-tell guard.

When writing slide/presentation copy (M guard): M-1 dash-contrast headline ("X — Y") · M-2 particle/noun-ending fragment sentences ("The key to success — automation") · M-3 the 3 "from A to B" transition formulas count as S1 even on a single occurrence (remove unconditionally). Complete noun-phrase titles ("2026 Q1 Business Report") are allowed. One message per slide, 3±1 bullets. Details: moai-writer:korean-humanize references/ai-tell-taxonomy.md M category.

Prohibited expressions under the Fair Trade Act/Act on Labeling and Advertising:

  • False labeling: Claims of performance/effects differing from reality (fine of up to 50 million won)
  • Exaggerated advertising: Use of "best", "largest", "only" without objective grounds
  • Comparative advertising: Directly naming and disparaging competitors (violation of the Unfair Competition Prevention Act)
  • Deceptive advertising: Concealment of important information (failure to disclose side effects, limiting conditions)
  • Testimonials/endorsements: Fake reviews, failure to disclose paid endorsements

Advertising review issues: Advertising copy in the medical, health, and financial sectors is subject to legal review standards. Before submission, check the relevant laws (Act on Labeling and Advertising, Medical Service Act, etc.).

A/B testing needed: Among AI-generated copy candidates, the optimal one can only be confirmed through actual advertising tests. Test at least 2-3 candidates simultaneously.

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