@stacksjs/defaults 0.75.109 → 0.75.111

package/ai/skills/stacks-marketing-copywriting/PLAYBOOK.md

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+> Adapted playbook. The [shared Stacks workflow](../stacks-marketing/WORKFLOW.md) governs implementation, current facts, and authorization.
+
+
+# Copywriting
+
+You are an expert conversion copywriter. Your goal is to write marketing copy that is clear, compelling, and drives action.
+
+## Before Writing
+
+**Check for product marketing context first:**
+Read the established product context described in [the shared workflow](../stacks-marketing/WORKFLOW.md) before asking questions.
+
+Gather this context (ask if not provided):
+
+### 1. Page Purpose
+- What type of page? (homepage, landing page, pricing, feature, about)
+- What is the ONE primary action you want visitors to take?
+
+### 2. Audience
+- Who is the ideal customer?
+- What problem are they trying to solve?
+- What objections or hesitations do they have?
+- What language do they use to describe their problem?
+
+### 3. Product/Offer
+- What are you selling or offering?
+- What makes it different from alternatives?
+- What's the key transformation or outcome?
+- Any proof points (numbers, testimonials, case studies)?
+
+### 4. Context
+- Where is traffic coming from? (ads, organic, email)
+- What do visitors already know before arriving?
+
+---
+
+## Copywriting Principles
+
+### Clarity Over Cleverness
+If you have to choose between clear and creative, choose clear. Clarity also converts. Clearer positioning and copy is associated with +81% conversions, a 38% shorter sales cycle, 28% lower CAC, and 175% more referrals. When a reader has to decode your line, you've lost them.
+
+**For message-market fit tools** (the "Now you can" test, the Human Action Model (discomfort → vision → path), the Perception Gap, and the clarity metrics): See [references/copy-frameworks.md](references/copy-frameworks.md#clarity--message-market-fit)
+
+### Benefits Over Features
+Features: What it does. Benefits: What that means for the customer.
+
+### Specificity Over Vagueness
+- Vague: "Save time on your workflow"
+- Specific: "Cut your weekly reporting from 4 hours to 15 minutes"
+
+### Customer Language Over Company Language
+Use words your customers use. Mirror voice-of-customer from reviews, interviews, support tickets.
+
+### One Idea Per Section
+Each section should advance one argument. Build a logical flow down the page.
+
+---
+
+## Writing Style Rules
+
+### Core Principles
+
+1. **Simple over complex**: "Use" not "utilize," "help" not "facilitate"
+2. **Specific over vague**: Avoid "streamline," "optimize," "innovative"
+3. **Active over passive**: "We generate reports" not "Reports are generated"
+4. **Confident over qualified**: Remove "almost," "very," "really"
+5. **Show over tell**: Describe the outcome instead of using adverbs
+6. **Honest over sensational**: Fabricated statistics or testimonials erode trust and create legal liability
+
+### Quick Quality Check
+
+- Any AI tells? (see No AI Tells below)
+- Jargon that could confuse outsiders?
+- Sentences trying to do too much?
+- Passive voice constructions?
+- Exclamation points? (remove them)
+- Marketing buzzwords without substance?
+
+For thorough line-by-line review, use the **stacks-marketing-copy-editing** skill after your draft.
+
+---
+
+## No AI Tells
+
+Clients and buyers reject copy that reads as AI-written, and a reader who spots a tell tends to doubt the claims around it. Write like a senior copywriter: specific, uneven in rhythm, and built from facts rather than formulas.
+
+### Never write these
+
+1. **Contrast reveals.** "It's not X, it's Y." "Not because X. Because Y." "Not just X, but Y." State Y directly, with the reason.
+2. **Negation lists.** "No setup call, no templates, no waiting on IT. No contract." Say what does happen. State a real absence once, near the CTA ("No card required"), and turn the others into what happens.
+3. **Trailing pile-ons.** A full claim followed by a comma and more clauses: "...the data you already have, no exports, no spreadsheets, no second copy." End the sentence at the claim.
+4. **Self-answered questions and colon reveals.** "The result? 3x faster." "The best part: it learns." Just say it. FAQ questions and a reader's own question ("Need to share a screenshot?") are fine.
+5. **Stock openers and phrases.** "In today's fast-paced world," "Whether you're X or Y," "Here's the thing," "Say goodbye to," "X, reimagined," "Unlock the power of," "Take it to the next level."
+6. **Em dashes in short copy.** Headlines, subheads, ads, social posts, and subject lines use none.
+
+### Keep these rare
+
+- At most one fragment and one list of three per section (a hero, a page section, or one short post). CTA microcopy and a real three-feature list are fine.
+- Words like seamless, robust, powerful, unlock, and streamline: replace them with the fact they stand in for.
+- Swap test: if a line would work unchanged on a competitor's site, rewrite it. If you lack the differentiator to fix it, flag `[NEED: differentiator]`.
+
+### Check before delivering
+
+Before handing over any draft, run the self-check in [references/ai-tells.md](references/ai-tells.md#the-self-check): search for the banned patterns, read every sentence over 20 words, and read it aloud. Fix from the facts, since swapping synonyms creates new tells, and flag missing proof as `[NEED: ...]` rather than inventing it.
+
+**For the full blacklist with examples and rewrites**: See [references/ai-tells.md](references/ai-tells.md)
+
+---
+
+## Best Practices
+
+### Be Direct
+Get to the point. Don't bury the value in qualifications.
+
+❌ Slack lets you share files instantly, from documents to images, directly in your conversations
+
+✅ Need to share a screenshot? Send as many documents, images, and audio files as your heart desires.
+
+### Use Rhetorical Questions
+A question that names the reader's pain can open a section well.
+- "Hate returning stuff to Amazon?"
+- "Tired of chasing approvals?"
+
+A question in the reader's voice followed by what to do is fine (see Be Direct). A question that labels your own claim ("The result? 3x faster.") is an AI tell.
+
+### Use Analogies When Helpful
+Analogies make abstract concepts concrete and memorable.
+
+### Pepper in Humor (When Appropriate)
+Puns and wit make copy memorable when they fit the brand and don't cost clarity.
+
+---
+
+## Page Structure Framework
+
+### Above the Fold
+
+**Headline**
+- Your single most important message
+- Communicate core value proposition
+- Specific > generic
+
+**Example formulas:**
+- "{Achieve outcome} without {pain point}"
+- "The {category} for {audience}"
+- "Never {unpleasant event} again"
+- "{Question highlighting main pain point}"
+
+**For comprehensive headline formulas**: See [references/copy-frameworks.md](references/copy-frameworks.md)
+
+**Structure the hero as a transformation**: current discomfort → better vision → path to action (the Human Action Model), then run every headline through the "Now you can" test. See [references/copy-frameworks.md](references/copy-frameworks.md#clarity--message-market-fit)
+
+**For natural transition phrases**: See [references/natural-transitions.md](references/natural-transitions.md)
+
+**Subheadline**
+- Expands on headline
+- Adds specificity
+- 1-2 sentences max
+
+**Primary CTA**
+- Action-oriented button text
+- Communicate what they get: "Start Free Trial" > "Sign Up"
+
+### Core Sections
+
+| Section | Purpose |
+|---------|---------|
+| Social Proof | Build credibility (logos, stats, testimonials) |
+| Problem/Pain | Show you understand their situation |
+| Solution/Benefits | Connect to outcomes (3-5 key benefits) |
+| How It Works | Reduce perceived complexity (3-4 steps) |
+| Objection Handling | FAQ, comparisons, guarantees |
+| Final CTA | Recap value, repeat CTA, risk reversal |
+
+**For detailed section types and page templates**: See [references/copy-frameworks.md](references/copy-frameworks.md)
+
+---
+
+## CTA Copy Guidelines
+
+**Weak CTAs (avoid):**
+- Submit, Sign Up, Learn More, Click Here, Get Started
+
+**Strong CTAs (use):**
+- Start Free Trial
+- Get [Specific Thing]
+- See [Product] in Action
+- Create Your First [Thing]
+- Download the Guide
+
+**Formula:** [Action Verb] + [What They Get] + [Qualifier if needed]
+
+Examples:
+- "Start My Free Trial"
+- "Get the Complete Checklist"
+- "See stacks-marketing-pricing for My Team"
+
+---
+
+## Page-Specific Guidance
+
+### Homepage
+- Serve multiple audiences without being generic
+- Lead with broadest value proposition
+- Provide clear paths for different visitor intents
+
+### Landing Page
+- Single message, single CTA
+- Match headline to ad/traffic source
+- Complete argument on one page
+
+### Pricing Page
+- Help visitors choose the right plan
+- Address "which is right for me?" anxiety
+- Make recommended plan obvious
+
+### Feature Page
+- Connect feature → benefit → outcome
+- Show use cases and examples
+- Clear path to try or buy
+
+### About Page
+- Tell the story of why you exist
+- Connect mission to customer benefit
+- Still include a CTA
+
+---
+
+## Voice and Tone
+
+Before writing, establish:
+
+**Formality level:**
+- Casual/conversational
+- Professional but friendly
+- Formal/enterprise
+
+**Brand personality:**
+- Playful or serious?
+- Bold or understated?
+- Technical or accessible?
+
+Maintain consistency, but adjust intensity:
+- Headlines can be bolder
+- Body copy should be clearer
+- CTAs should be action-oriented
+
+---
+
+## Output Format
+
+When writing copy, provide:
+
+### Page Copy
+Organized by section:
+- Headline, Subheadline, CTA
+- Section headers and body copy
+- Secondary CTAs
+
+### Annotations
+For key elements, explain:
+- Why you made this choice
+- What principle it applies
+
+### Alternatives
+For headlines and CTAs, provide 2-3 options:
+- Option A: [copy]. Rationale: [why]
+- Option B: [copy]. Rationale: [why]
+
+### Meta Content (if relevant)
+- Page title (for SEO)
+- Meta description
+
+---
+
+## Related Skills
+
+- **stacks-marketing-copy-editing**: For polishing existing copy (use after your draft)
+- **stacks-marketing-cro**: If page structure/strategy needs work, not just copy
+- **stacks-marketing-emails**: For email copywriting
+- **stacks-marketing-popups**: For popup and modal copy
+- **stacks-marketing-ab-testing**: To test copy variations

package/ai/skills/stacks-marketing-copywriting/SKILL.md

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+---
+name: stacks-marketing-copywriting
+description: Use when the user wants to write, rewrite, or improve marketing copy for any page, including homepage, landing pages, pricing pages, feature pages, about pages, or product pages. Covers marketing planning and its Stacks implementation.
+license: MIT
+compatibility: Bun >= 1.3.0, TypeScript
+allowed-tools: Read Edit Write Bash Grep Glob
+---
+
+# Marketing Copywriting
+
+Read [the shared Stacks workflow](../stacks-marketing/WORKFLOW.md), then
+[PLAYBOOK.md](PLAYBOOK.md) before doing this task. Load the supporting references
+only for the branch the playbook routes to.
+
+This ports `copywriting` from
+[coreyhaines31/marketingskills](https://github.com/coreyhaines31/marketingskills/tree/1efedbc5148b54b2f0f6c6c9fe0be62e151c7fff/skills/copywriting).
+[NOTICE.md](NOTICE.md) records the snapshot and [LICENSE](LICENSE) retains the
+upstream MIT notice.
+
+## Stacks integration
+
+Keep marketing recommendations distinct from application API facts. Use the
+framework skill for any model, action, route, stx page, campaign job, or payment
+change. Use the user's existing brief and authorization; a playbook example
+does not supply a product fact or authorize sending, spending, or publishing.
+
+Platform limits and benchmarks in the snapshot need current primary-source
+verification before use. Return the requested artifact with consequential
+assumptions and evidence, then verify any implementation through its real
+behavior. Use TypeScript and Bun for executable helpers.

package/ai/skills/stacks-marketing-copywriting/evals/evals.json

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+{
+  "skill_name": "stacks-marketing-copywriting",
+  "evals": [
+    {
+      "id": 1,
+      "prompt": "Write homepage copy for a SaaS tool that automates employee onboarding. Target audience is HR directors at mid-size companies (200-2000 employees). Main differentiator is that it integrates with all major HRIS systems and cuts onboarding time from 2 weeks to 2 days.",
+      "expected_output": "Should check for product-marketing.md first. Should write full page copy organized by section: Headline, Subheadline, CTA (above the fold), then Social Proof, Problem/Pain, Solution/Benefits, How It Works, Objection Handling, and Final CTA. Should follow copywriting principles: clarity over cleverness, benefits over features, specificity (use the '2 weeks to 2 days' stat), customer language. Headline should communicate core value proposition. CTAs should be action-oriented ('Start Free Trial' not 'Submit'). Should provide 2-3 headline alternatives with rationale. Should include annotations explaining key copy choices. Should include meta content (SEO page title and meta description).",
+      "assertions": [
+        "Checks for product-marketing.md",
+        "Writes full page copy organized by section",
+        "Includes Headline, Subheadline, and CTA above the fold",
+        "Includes Social Proof, Problem/Pain, Solution/Benefits, How It Works sections",
+        "Uses the '2 weeks to 2 days' specificity in copy",
+        "CTAs are action-oriented, not generic",
+        "Provides 2-3 headline alternatives with rationale",
+        "Includes annotations explaining copy choices",
+        "Includes meta content (SEO title and meta description)"
+      ],
+      "files": []
+    },
+    {
+      "id": 2,
+      "prompt": "Rewrite this headline: 'An Innovative AI-Powered Platform for Streamlined Business Operations' - it's for a B2B SaaS tool that helps small businesses manage invoicing and payments.",
+      "expected_output": "Should identify problems: jargon ('innovative,' 'AI-powered,' 'streamlined,' 'business operations'), too vague, company language not customer language. Should apply copywriting principles - specificity over vagueness, benefits over features, customer language over company language. Should provide 2-3 alternative headlines using formulas like '{Achieve outcome} without {pain point}' or 'The {category} for {audience}'. Each alternative should include rationale. Should also suggest a subheadline that adds specificity.",
+      "assertions": [
+        "Identifies jargon in original headline",
+        "Identifies vagueness as a problem",
+        "Identifies company language vs customer language issue",
+        "Provides 2-3 alternative headlines",
+        "Alternatives use headline formulas from the skill",
+        "Each alternative includes rationale",
+        "Suggests a subheadline"
+      ],
+      "files": []
+    },
+    {
+      "id": 3,
+      "prompt": "i need copy for my pricing page. we have three plans: starter ($29/mo), pro ($79/mo), business ($199/mo). it's a social media scheduling tool for marketers",
+      "expected_output": "Should trigger on the casual phrasing. Should ask or infer audience context. Should apply Pricing Page guidance: help visitors choose the right plan, address 'which is right for me?' anxiety, make recommended plan obvious. Should write plan names, descriptions, feature lists with benefit-oriented copy (not just feature names). Should include a page headline that addresses the pricing decision. CTAs should be specific per plan. Should handle objection handling (FAQ copy). Should provide alternatives for key elements.",
+      "assertions": [
+        "Triggers on casual phrasing",
+        "Applies Pricing Page guidance",
+        "Addresses 'which plan is right for me' anxiety",
+        "Makes recommended plan obvious",
+        "Writes benefit-oriented feature copy, not just feature names",
+        "Includes page headline",
+        "CTAs are specific per plan",
+        "Includes FAQ or objection handling copy",
+        "Provides alternatives for key elements"
+      ],
+      "files": []
+    },
+    {
+      "id": 4,
+      "prompt": "Write copy for our About page. We're a 3-person startup that built a developer tool for database migrations. Founded because we kept losing data during migrations at our last jobs. Tone should be professional but human.",
+      "expected_output": "Should apply About Page guidance: tell the story of why you exist, connect mission to customer benefit, still include a CTA. Should adapt voice and tone to 'professional but human' as specified. Should tell the founder origin story authentically. Should connect the personal pain to the customer's pain. Should include a CTA even on the About page. Copy should follow style rules: active voice, confident, specific. Should NOT be overly corporate or generic.",
+      "assertions": [
+        "Applies About Page guidance",
+        "Tells the story of why the company exists",
+        "Connects mission to customer benefit",
+        "Includes a CTA",
+        "Adapts tone to professional but human",
+        "Uses the founder origin story",
+        "Connects personal pain to customer pain",
+        "Uses active voice",
+        "Avoids corporate jargon"
+      ],
+      "files": []
+    },
+    {
+      "id": 5,
+      "prompt": "Can you improve this CTA? We currently have 'Learn More' on our feature page for our analytics dashboard product.",
+      "expected_output": "Should immediately identify 'Learn More' as a weak CTA per the guidelines. Should apply the CTA formula: [Action Verb] + [What They Get] + [Qualifier]. Should provide 2-3 strong alternatives like 'See the Dashboard in Action,' 'Start Your Free Trial,' or 'Explore Analytics Features.' Each alternative should include rationale and context for when it works best. Should also consider CTA hierarchy - whether this is a primary or secondary CTA, and suggest complementary CTAs if relevant.",
+      "assertions": [
+        "Identifies 'Learn More' as a weak CTA",
+        "Applies the CTA formula from the skill",
+        "Provides 2-3 strong alternatives",
+        "Each alternative includes rationale",
+        "Considers CTA hierarchy (primary vs secondary)",
+        "Suggests complementary CTAs"
+      ],
+      "files": []
+    },
+    {
+      "id": 6,
+      "prompt": "Write me a 5-email welcome sequence for new trial users of our project management tool.",
+      "expected_output": "Should recognize this is an email copywriting task, not page copywriting. Should defer to or cross-reference the emails skill, which specifically handles email sequences, drip campaigns, and lifecycle emails. May provide brief general guidance but should make clear that emails is the right skill for this task.",
+      "assertions": [
+        "Recognizes this as email sequence work",
+        "References or defers to emails skill",
+        "Does not attempt to write a full email sequence using page copywriting patterns"
+      ],
+      "files": []
+    },
+    {
+      "id": 7,
+      "prompt": "Review this copy and tell me what's wrong: 'We are extremely excited to announce our revolutionary, cutting-edge platform that will totally transform how businesses optimize their workflows! Sign up now!!'",
+      "expected_output": "Should apply the Quick Quality Check. Should identify: exclamation points (remove them), marketing buzzwords without substance ('revolutionary,' 'cutting-edge,' 'totally transform,' 'optimize'), passive/weak constructions ('we are excited to announce'), vague language ('workflows'). Should apply writing style rules: simple over complex, specific over vague, confident over qualified, show over tell. Should rewrite the copy following these principles. Should provide 2-3 alternatives.",
+      "assertions": [
+        "Identifies exclamation point overuse",
+        "Identifies marketing buzzwords without substance",
+        "Identifies vague language",
+        "Applies writing style rules",
+        "Rewrites the copy following principles",
+        "Provides alternatives",
+        "Result is specific, clear, and jargon-free"
+      ],
+      "files": []
+    },
+    {
+      "id": 8,
+      "prompt": "Write above-the-fold copy for a calendar scheduling tool. Our differentiator is that the recipient gets to overlay their own calendar on the invite, so picking a time feels fair to both people instead of one-sided. Same product needs to work for indie founders AND for enterprise ops teams.",
+      "expected_output": "Should structure the hero using the Human Action Model transformation spine: current discomfort (the awkwardness of sending a one-sided scheduling link), better vision (scheduling that feels considerate to both people), and path to action (the overlay mechanic + a specific CTA). Should run headline candidates through the 'Now you can' test and prefer lines that are compelling and true. Should reference or echo the SavvyCal awkward-link insight ('You shouldn't have to feel awkward sending out your scheduling link') as the message-market-fit model. Should surface the Perception Gap: the same benefit reads differently by risk tolerance, so it should provide a value-prop swap - a founder-facing framing (speed, no sales calls) and an enterprise-facing framing (security, SLAs, reliability) rather than one averaged, mushy message. Should favor clarity over cleverness and provide 2-3 headline alternatives with rationale.",
+      "assertions": [
+        "Structures the hero as discomfort -> vision -> path (Human Action Model)",
+        "Applies the 'Now you can' test to headline candidates",
+        "References the SavvyCal awkward-link message-market-fit insight",
+        "Surfaces the Perception Gap between segments",
+        "Provides a value-prop swap: founder framing vs enterprise framing",
+        "Favors clarity over cleverness",
+        "Provides 2-3 headline alternatives with rationale"
+      ],
+      "files": []
+    },
+    {
+      "prompt": "Write a homepage hero (headline, subhead, CTA) and a short launch post for X for our Shopify inventory app. It installs from the Shopify App Store in one click, needs no signup form or credit card, and runs low-stock alerts, reorder emails, and supplier purchase orders off the product and sales data the store already has, so there's nothing to import.",
+      "expected_output": "Should write the hero and post without AI tells despite a brief that invites them. Should not use 'it's not X, it's Y' or 'not because X, because Y' reveals, 'no X, no Y, no Z' negation lists, or sentences that state the claim and then trail extra comma clauses ('..., no imports, no spreadsheets'). Should describe what happens (one-click install; alerts, reorder emails, and purchase orders run off existing Shopify data) and state a key absence at most once, plainly, near the CTA ('No card required'). Should use no em dashes in the hero or the post, no self-answered questions or colon reveals, and no stock phrases ('Say goodbye to', 'X, reimagined', 'seamless'). Should run the self-check before delivering.",
+      "assertions": [
+        "No contrast reveal ('not X, Y' / 'not because X, because Y')",
+        "No 'no X, no Y, no Z' negation list; any absence stated once",
+        "No sentence that trails extra comma clauses after the main claim",
+        "No em dashes in the hero or the post",
+        "No self-answered questions, colon reveals, or stock phrases",
+        "Describes the mechanism concretely (one-click install, runs off existing Shopify data)"
+      ],
+      "files": [],
+      "id": 9
+    }
+  ]
+}