Update to Ecommerce Skills

{
  "description": "Use when writing or rewriting a product description, product title, benefit list, feature bullets, or on-page product messaging for an online store — e.g. \"write a description for this product\", \"rewrite my product copy\", \"how many benefits should I list\", \"should I say 500g or 25 servings\", \"name this color\", \"should we mention it's lab-tested\".",
  "included_files": [
    {
      "relative_path": "reference.md",
      "size_in_bytes": 5916
    }
  ],
  "name": "product-copy",
  "skill_md_contents": "---\nname: product-copy\ndescription: Use when writing or rewriting a product description, product title, benefit list, feature bullets, or on-page product messaging for an online store — e.g. \"write a description for this product\", \"rewrite my product copy\", \"how many benefits should I list\", \"should I say 500g or 25 servings\", \"name this color\", \"should we mention it's lab-tested\".\n---\n\n# Product copy\n\nWrite product descriptions that people find persuasive, easy to grasp, and worth paying more for. The rules change how copy is *structured* and *measured* — number of claims, units, names, register — which move purchase intent and willingness to pay more than adjectives do.\n\n## When to use\n\n- Writing or rewriting a description, title, bullets, or hero message\n- Choosing which features to mention, how many, in what units and register\n\n## When not to use\n\n- Auditing the whole page → `product-page`; photo/video direction → `product-visuals`\n- Discount or promotion wording → `discounts` / `promotions`\n\n## Inputs\n\nCollect, or state your assumption:\n\n- Product facts: materials, quantity, specs, ingredients or components (any branded?)\n- The full list of candidate benefits\n- Audience and how technical they are\n- Where the copy sits and the length limit\n\n> **Classify the product first.** *Hedonic* = bought for enjoyment, pleasure, or the experience (chocolate, fashion, decor, travel, spa, perfume). *Utilitarian* = bought to do a job, judged on function and value (detergent, appliances, insect repellent, tools, accounting software). If it's mixed, decide by what the buyer is optimizing for at the moment of purchase.\n\n## Procedure\n\n1. **Pick three claims.** Rank the benefits; keep the top three (three claims were 10.4% more persuasive than four; skepticism starts at the fourth). Move the rest to a spec table.\n2. **Best features only.** Don't pad with merely good features — the impression sinks to the weakest claim.\n3. **Units people use.** Uses or pieces (30 washes, 8 cans), not standardized measures (750 g, 96 oz). Raises product evaluations and willingness to pay.\n4. **Smaller units for precision.** Drop to the next unit down: 180 seconds, not 3 minutes; 180 minutes, not 3 hours; 32 oz, not a quarter gallon. Reads more precise and credible; strongest for time.\n5. **Evocative color names.** \"Midday sky blue\", not \"light blue\".\n6. **Feature branded components.** A branded ingredient or part (Gore-Tex, a licensed enzyme blend) goes up front; demand up to 40% higher. †\n7. **Register by product type.** Utilitarian → science and effectiveness language works. Hedonic → avoid it (\"lab-formulated\" on a treat: up to 30% less likely to be chosen). †\n8. **Plain language.** Unknown terms make the product seem worse and pricier; define or drop. †\n9. **Describe touch** where feel matters (textiles, skincare) — the top online clothing pain point.\n10. **Rational up, emotional down** in vertical layouts.\n11. **Frame as an experience** (coffee with friends, not bean origin) when you want reviews. †\n\n## Output\n\n1. Headline and body within the length limit.\n2. Rules table:\n\n| Rule | Where |\n|---|---|\n| Three claims | stain removal, cold water, gentle on skin |\n| Intuitive units | \"30 washes\" for \"750 g\" |\n| Branded ingredient | licensed enzyme blend, first sentence |\n\n3. What was cut and where it can go.\n\n## Common mistakes\n\n- Working every supplied benefit in — six benefits read as a pitch; pick three.\n- Leading with pack weight or volume — lead with uses.\n- Keeping the supplier's color name.\n- \"Lab-tested\" on a hedonic product.\n\n## Quick reference\n\n| Element | Rule |\n|---|---|\n| Claims | Exactly three, best only |\n| Quantity | Uses/pieces, not grams/ounces |\n| Precision | Smaller unit |\n| Colors | Evocative names |\n| Components | Name the brand |\n| Register | Science only if utilitarian |\n| Vocabulary | Plain |\n| Texture | Describe if feel matters |\n| Layout | Rational up, emotional down |\n\n† No primary citation on file for this rule — a practitioner tip, not a measured finding.\n\nEvidence and effect sizes: see [reference.md](reference.md).\n"
}