Copywriting Mid Form

copywriting-mid-form

Phase 4 variant — mid-form EC product copy drafter. Produces BEAF-ordered product descriptions (Benefit → Evidence → Advantage → Feature) for EC listings, POP, and in-store presentation. Hands the draft envelope field to copywriting-voice-quadrant-stage.

Triggers

Run this skill when the brief targets any of:

• Rakuten / Amazon JP product descriptions
• In-store POP / shelf-talker copy
• Presentation material product blurbs
• Mid-form EC content where Benefit-first ordering is required
• Product description with evidence / spec layering (not pure feature bullets)

Source workflow: domain-teams/skills/copywriting-team/SKILL.md § Mid-Form EC Copy Writing.

Route away when:

• Brief is a 7-15 char headline → copywriting-short-form
• Brief is LP / email / sales letter → copywriting-long-form-pasona or copywriting-long-form-extended
• Brief is opt-in / subscribe / download micro-conversion → copywriting-light-action
• Brief is pure FAB / feature bullet list (no persuasion layer needed) → docs-team or design-team owns

Input Envelope

Expects upstream envelope from copywriting-intake (or copywriting-ideation if Phase 2 ran, or copywriting-neta-injection in pre-draft mode):

{
  "phase": "phase-4-draft",
  "form": "mid-form",
  "brief": { "product": "...", "audience": "...", "schwartz_level": "...", "voice_reference": "...", "evidence_sources": ["..."] },
  "message_thesis": "...",
  "ideation_pool": ["... optional ..."],
  "neta_candidates": ["... optional pre-draft ..."]
}

Hard gate: copywriting-intake must have passed Intake Completeness before this skill runs. Evidence sources (reviews, spec data, third-party endorsements) must be surfaced in intake — BEAF's Evidence stage depends on them.

Preconditions

Formal schema used by using-copywriting-toolkit router for bounce-back routing. On violation, router emits the bounce-back envelope defined in ../../CLAUDE.md §Envelope Violation.

Required envelope fields (Level 1 — BLOCKED if missing)

| Field | Type | Source | Notes | |---|---|---|---| | phase | enum | intake / ideation / neta | one of phase-1-confirmed, phase-express-confirmed, phase-2-ideation-complete, phase-3-neta-baked | | form | string | intake | must equal mid-form | | brief.product | string | intake | non-empty | | brief.benefits | array[string] | intake | ≥3 concrete benefits (BEAF Benefit stage requires this) | | brief.channel | string | intake | Rakuten / Amazon JP / POP / presentation | | brief.evidence_sources | array[string] | intake | reviews / spec data / third-party endorsements — BEAF Evidence stage depends on these | | gate_verdict | enum | intake | PASS or PASS_WITH_NOTES |

Optional fields

| Field | Type | Notes | |---|---|---| | brief.voice_reference | string | maestro tag or default |

Upstream bounce target on violation

copywriting-intake — any Level 1 missing, especially evidence_sources (景品表示法-critical for EC claims). If form != "mid-form", router mis-routed; bounce to using-copywriting-toolkit.

Drafting Approach

The copywriter agent loads protocols/write-mid-form-copy.md and standards/mid-form-beaf-canon.md. Standard encodes:

• BEAF's 4-stage definitions (Benefit → Evidence → Advantage → Feature)
• Importance of Benefit-first ordering (vs spec-first failure mode)
• Character-count range and use cases (EC listing vs POP vs presentation)
• Demarcation from PASONA-family (no problem-agitation in mid-form)
• Differences from FAB (industry confusion correction)
• Anti-patterns (feature-list disguised as copy, unsubstantiated benefit claims)

Persuasion psychology layer (Cialdini 6 social-proof / authority mapping onto Evidence stage, Schwartz 5 level-check) lives in standards/persuasion-psychology-anchor.md. The copywriter reads it alongside the canon — the Evidence stage in particular depends on Cialdini's social-proof framing.

Framework flow enforced by the protocol:

1. BEAF skeleton — lay out Benefit → Evidence → Advantage → Feature in order
2. Benefit-first enforcement (reject specs-first drafts)
3. Evidence stage backed by intake-surfaced sources; flag BLOCKED if evidence is absent
4. Character-count compliance per use-case

See standards/mid-form-beaf-canon.md for the full canon and protocols/write-mid-form-copy.md for the drafting procedure. Do not inline their content here.

Inline Duplication Notice

standards/persuasion-psychology-anchor.md is a byte-identical copy of the source in domain-teams/skills/copywriting-team/standards/. Drift-sync across the 5 Phase-4 workflow skills is accepted cost — see copywriting-toolkit/CLAUDE.md § Inline-Duplication Drift Risk.

Output

The copywriter appends to envelope:

{
  "phase": "phase-4-draft",
  "form": "mid-form",
  "draft": "",
  "next_stage": "copywriting-voice-quadrant-stage"
}

Downstream Gates

After this skill completes, orchestrator runs (in order):

| Phase | Skill | Gate level | |---|---|---| | 5 | copywriting-voice-quadrant-stage | copywriter | | 6 | copywriting-voice-tone-stage | copywriter | | 7 | copywriting-ethics-check-stage | MUST (evaluator-only) — 景品表示法 particularly strict for EC product claims | | 8 | copywriting-form-check-stage | MUST (evaluator-only) — BEAF adherence + character-count range | | (SHOULD) | voice-consistency inside form-check-stage | SHOULD — if multiple product variants produced |

景品表示法 compliance is non-negotiable for EC mid-form — unsubstantiated benefit claims, 優良誤認 / 有利誤認 hazards, and ステマ (2023 Oct 消費者庁 ruling) all require explicit evidence citations.

Next Stage

Hand off draft + full envelope to copywriting-voice-quadrant-stage. If user opted for post-draft neta overlay, copywriting-neta-injection runs first, then voice-positioning-stage.

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: kouko
• Source: kouko/monkey-skills
• License: MIT

Install and usage instructions live in the source repository linked above.