copywriting — Создание эффективного и убедительного контента

--- name: copywriting description: > Generate brand-aligned copy with precise constraints for every touchpoint. Use this skill when a user needs a tagline, brand philosophy statement, brand voice definition, business card text, social media bio, social media cover text, brand manifesto, or any short-form copy that must fit strict character and word limits within a brand identity context. --- # Brand Copywriting Constraints A lightweight constraint reference for brand copy. The LLM already knows how to write — this skill provides the specific limits, structures, and rules that turn generic copy into brand-precise copy. --- ## TAGLINE RULES A tagline is the single most compressed expression of a brand. It appears on logos, business cards, social covers, and packaging. ### Structure - **Length**: 3-5 words maximum. No exceptions. - **No period** at the end (taglines are not sentences). - **No brand name** in the tagline (it appears alongside, not inside). ### Approved Patterns | Pattern | Example | When to Use | |---------|---------|-------------| | Imperative verb | "Think Different" | Action-oriented brands | | Statement | "Beauty Outside. Beast Inside." | Dual-nature positioning | | Noun phrase | "The Ultimate Driving Machine" | Category ownership | | Question | "What's in Your Wallet?" | Engagement / curiosity | ### Memorability Test Before finalizing, check: 1. Can you say it in one breath without pausing? 2. Does it sound natural spoken aloud, not just on paper? 3. Does it work without context — would someone understand the vibe even without seeing the brand? ### Avoid - Generic superlatives ("The Best", "World-Class", "Premium") - Puns that require explanation - Industry jargon the target audience wouldn't use casually - More than one clause or conjunction --- ## BRAND VOICE SPECTRUM Define the brand voice along four axes. Each axis is a continuum — pick a position for the brand. | Axis | Left Pole | Right Pole | What It Governs | |------|-----------|------------|-----------------| | **Formality** | Formal | Casual | Vocabulary, contractions, sentence structure | | **Tone** | Serious | Playful | Humor, metaphor, punctuation style | | **Complexity** | Technical | Accessible | Jargon level, explanation depth | | **Energy** | Reserved | Bold | Exclamation, caps, directness | ### Example Voice Profile ``` Brand: Aether Coffee Formality: ████████░░ (8/10 — leans formal, no slang) Tone: ███░░░░░░░ (3/10 — mostly serious, quiet confidence) Complexity: ██░░░░░░░░ (2/10 — very accessible, no jargon) Energy: █████░░░░░ (5/10 — balanced, neither loud nor whispered) Voice summary: Calm authority. Speaks like a knowledgeable barista who respects your time — precise, unhurried, no fluff. ``` ### Applying Voice Once defined, the voice profile governs ALL copy: tagline tone, philosophy register, business card formality, social bio energy. Never break character across touchpoints. --- ## BRAND PHILOSOPHY MANIFESTO The brand philosophy is a 3-5 paragraph statement (150-300 words) that articulates WHY the brand exists and WHAT it believes. This is distinct from the *design* philosophy (which governs visual aesthetics). ### Structure | Paragraph | Content | Purpose | |-----------|---------|---------| | 1 | The tension or problem | Why does this brand need to exist? | | 2 | The brand's core belief | What does it stand for? What principle drives it? | | 3 | How the belief manifests | How does this belief shape what the brand does? | | 4 (optional) | The vision | Where is this heading? What future does the brand enable? | | 5 (optional) | The invitation | Bring the reader in — "This is for people who..." | ### Writing Rules - First person plural ("We believe...") or third person ("The brand exists to...") - Present tense throughout — philosophies are timeless, not historical - No bullet points — flowing prose only - Every sentence must pass the "so what?" test: if it could apply to any brand, cut it - Concrete over abstract: "We roast in 12-gram batches" beats "We pursue quality" ### Avoid - Mission-statement clichés ("leveraging synergies", "empowering stakeholders") - Vague values ("innovation", "excellence", "passion") without concrete grounding - More than 300 words — a manifesto that needs scrolling has lost its power --- ## BUSINESS CARD COPY ### Content Slots | Slot | Content | Max Length | Example | |------|---------|-----------|---------| | **Name** | Full name (or placeholder) | 30 chars | `[Your Name]` | | **Title** | Role / position | 2-4 words | `Founder & Head Roaster` | | **Email** | Contact email | — | `[email@example.com]` | | **Phone** | Phone number | — | `[+1 (555) 000-0000]` | | **Website** | URL without protocol | — | `[yoursite.com]` | | **Address** | City + Country or full | 1 line | `[City, Country]` | | **Tagline** | Brand tagline | 3-5 words | From tagline rules above | ### Hierarchy The name is always the largest text element. Title is subordinate (smaller size, lighter weight). Contact details are grouped, smallest text, consistent alignment. ### Placeholder Convention When creating a template (not for a specific person), use square-bracket placeholders: - `[Your Name]`, `[Your Title]`, `[email@example.com]`, `[+1 (555) 000-0000]`, `[yoursite.com]` --- ## SOCIAL MEDIA COPY ### Bio (Profile Description) - **Maximum**: 160 characters (Twitter/X limit; works everywhere) - **Structure**: `[What you do] + [For whom or how] + [Optional tagline]` - **Example**: `Small-batch coffee roasted for design professionals. Fuel for focus.` - No hashtags in the bio — they look desperate - No emojis unless the brand voice is ≥7/10 on the Playful axis ### Cover Text The social media cover image contains minimal text — the visual does the heavy lifting. - **Brand name**: always present, prominent - **Tagline**: one line, 3-5 words (from tagline rules) - **Supporting line** (optional): max 10 words, descriptive not promotional - **Total text on cover**: never more than 15 words combined - **Minimum font size**: 24pt (must be legible on mobile at 375px screen width) --- ## CONTEXT-SPECIFIC LENGTH LIMITS Quick reference for maximum copy lengths across all brand touchpoints: | Context | Max Words | Max Characters | Notes | |---------|-----------|---------------|-------| | Tagline | 5 | 35 | No period, no brand name | | Brand philosophy | 300 | — | 3-5 paragraphs | | Business card name | 4 | 30 | Full name only | | Business card title | 4 | 30 | Role descriptor | | Social bio | 25 | 160 | Single line | | Social cover tagline | 5 | 35 | Same as tagline | | Social cover support line | 10 | 60 | Optional descriptor | | Brand spec section headers | 4 | — | Short and scannable | --- ## NAMING CONVENTIONS When the user has not provided a brand name, generate one following these principles: - **1-2 words** maximum (compounds like "Airbnb" count as one) - **Easy to spell** after hearing it once - **Easy to pronounce** in English (and ideally internationally) - **Domain-friendly**: avoid special characters, hyphens, numbers - **Not generic**: must feel ownable, not like a dictionary word alone ### Name Generation Approaches | Approach | Example | When to Use | |----------|---------|-------------| | Coined word | Spotify, Hulu | Tech / digital brands | | Compound | Airbnb, YouTube | Descriptive + memorable | | Real word (recontextualized) | Apple, Amazon | Bold category disruption | | Foreign word | Audi (Latin: "listen") | Sophistication, heritage | | Abbreviation | IBM, BMW | Only if full name is established | Propose 2-3 name options with brief rationale. Let the user choose or say "surprise me" to pick the strongest.