design-copywriting

⚠️ Development runtime only — This skill assumes a MoAI-ADK (Claude Code) environment. In Claude Cowork (Desktop), .moai/config may not work due to dependencies. Desktop users should use moai-marketer:content-copywriting.

design-copywriting

Brand-aligned content-copywriting skill for marketing and product websites. Absorbed from the retired v2.x *-copywriting capability (per the content-copywriting absorption policy) at 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 design-brand-system (Path B brand interview).

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).

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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

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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.

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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 design-brand-system

When both content-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 design-brand-system 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 ("jane@company.com" 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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Anti-Slop Pattern Dictionary (absorbed from design-slop-check)

This dictionary is the canonical anti-AI-slop reference for the design pipeline. It was absorbed from the design-slop-check skill per docs/plugin-family-design/03-moai-design-processing.md §3.3 — content-copywriting is the canonical owner (proactive avoidance at generation time), while design-slop-check remains a downstream QA gate that references this dictionary. Reject or flag copy matching these patterns before delivery, and replace with concrete numbers / reader outcomes.

English clichés (Tier 1 — almost always slop)

• "Reimagine your [X]"
• "Unleash your [X]" / "Unleash the power of [X]"
• "Empower your team to [X]"
• "Transform the way you [X]"
• "Supercharge your [X]"
• "Revolutionize [X]"
• "Next-generation [X]"
• "Cutting-edge [X]"
• "Powered by AI"
• "Built for the future of [X]"
• "Where [X] meets [Y]" (marketing headlines especially)

English suspicious phrases (Tier 2 — context-dependent)

• "Game-changing", "Best-in-class"
• "Seamlessly", "Effortlessly", "Intuitively"
• "Leverage", "Synergy"
• "World-class", "State-of-the-art"
• "[X], simplified" / "[X], reimagined" / "[X], unleashed"

Korean clichés (Tier 1 — almost always slop)

• "innovative [X]"
• "next-generation [X]"
• "[X] that redefines"
• "new paradigm"
• "AI-powered [X]"
• "[X] taken to the next level"
• "[X] like never before"
• "will transform your [X]"
• "now is the era of [X]"

Korean suspicious phrases (Tier 2 — context check required)

• "seamlessly", "easily", "intuitively"
• "the best", "state-of-the-art"
• "powerful", "mighty"
• "in one go", "in a single breath"
• "stop suffering from [X] any longer"

Copy-structure anti-patterns

• A B C D adjective enumeration: "Faster. Smarter. Better. Simpler." — meaningless adjective list (adjective enumeration)
• Colon-then-emphasis: "[Headline]: The X that finally Y"
• Unquantified statistics: "Trusted by thousands of customers" (no concrete number)
• Needless negation → affirmation: "No more [X]. Just [Y]."

Downstream chaining note: for Korean output, an optional post-processing pass via a humanizer skill (e.g. moai-domain-humanize) may follow — this is an optional refinement, not a hard dependency.

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Works Well With

• design-brand-system: Visual design must accommodate copy constraints
• design-iteration-loop: GAN loop evaluates copy quality in Design Quality and Completeness dimensions
• expert-frontend: Receives the JSON copy output for implementation
• Copy accuracy self-check: verify copy accuracy with this skill's brand-voice alignment checklist. In an environment where the MoAI harness (moai)의 sync-auditoris also installed, evaluation can be reinforced with that agent.

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Related skills

Stage	Skill	Purpose
Post-review	moai-coworker:ai-slop-reviewer	AI slop review (required)
Post-review	moai-writer:korean-humanize	Korean AI-tell removal (after slop review, required)
Post-review	Final review (korean-humanize Phase 6)	Direct comparison of source ↔ polished text — meaning preservation and reverse check for over-polishing (required, cannot be omitted)

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Source: Absorbed from the retired v2.x *-copywriting capability v3.2.0 per the content-copywriting absorption policy. REQ coverage: (internal provenance omitted) Version: 0.1.0