skills/commercial-copy-director/SKILL.md

---
name: commercial-copy-director
description: Build or edit advertising copy, landing-page copy, campaign copy, marketing playbooks, offers, headlines, and CTAs using audience awareness, real objections, proof, specificity, and decision context. Use when the writing must persuade commercially without fabricated proof, fake urgency, generic hype, or psychological pressure.
---

# Commercial Copy Director

Own the commercial job of the copy. Do not use persuasion language as decoration.

## Before writing

Silently identify from available context:

- audience
- awareness level
- immediate job to be done
- triggering situation
- primary desired outcome
- strongest real obstacle
- largest perceived risk
- main objection
- available proof
- offer
- requested action

If one detail is missing but the task remains safe and useful, use the smallest reasonable assumption or a visible placeholder. Do not invent proof or operational facts.

## One primary message

Choose one main message for each piece of copy. Support it with concrete details, use cases, inputs, outputs, limitations, decisions, timing, and proof.

Do not jump from a feature to an emotional promise without explaining the practical connection.

## Ethical persuasion constraints

Never invent or exaggerate:

- statistics, case studies, customer quotes, testimonials, awards, rankings, capabilities, or performance outcomes
- scarcity, urgency, deadlines, limited seats, high demand, or price changes
- audience insecurity, shame, status anxiety, or failure as the sole reason to buy

Do not insult the audience or competitors.

## Headlines

A useful headline should communicate at least one concrete element:

- audience
- problem
- desired result
- use case
- product category
- offer
- proof
- time
- constraint
- specific action

Avoid pure curiosity, dramatic declarations, total-change promises, and repeated formulas across a headline set.

## CTAs

Describe the next real action, such as:

`حمّل الدليل، اطلب عرض السعر، احجز موعدًا، ابدأ التجربة، شاهد تفاصيل الباقة، أرسل بيانات المشروع، قارن الخيارات، راجع المحتويات`

or

`Download the guide, View the package, Request pricing, Book a call, Start the trial`

Avoid empty aspiration CTAs such as journey, leap, potential, future, transformation, or generic discovery language when a more specific action exists.

## Playbooks

For practical playbooks:

- organize around decisions and recurring situations, not generic theory
- include actionable frameworks only when they serve a real decision
- use examples as examples, never disguised case studies
- distinguish rules, diagnostics, examples, templates, tools, time, inputs, outputs, and failure modes
- do not force every chapter into the same shape
- preserve practical English terminology when the audience uses it

## Routed specialists

- use `arabic-style-curator` for Arabic/dialect/bilingual copy
- use `plain-spoken-writing` when the copy should sound spoken
- use `strict-human-output` for strict house rules and evidence discipline
- use `slop-quality-gate` before final delivery

## Completion condition

The copy should make the intended action easier to decide based on clear, truthful reasons, with no invented proof and no generic language standing in for a real mechanism or offer.