Copywriting Short Form

copywriting-short-form

Phase 4 variant — short-form headline / キャッチコピー drafter. Produces 7-15 character candidates using AIDMA A+I scope, 3 秒ルール landability, and 5 切入點 approach selection. Hands the draft envelope field to copywriting-voice-quadrant-stage.

Triggers

Run this skill when the brief targets any of:

• Headlines, taglines, CM titles
• SNS post body, banner copy, short ad copy
• Product naming catchcopy
• Short キャッチコピー for campaigns (landing-page hero copy stays in long-form)

Source workflow: domain-teams/skills/copywriting-team/SKILL.md § Short-Form キャッチコピー Writing.

Route away when:

• Brief needs mid-form EC product body → copywriting-mid-form
• Brief needs LP / email / sales letter → copywriting-long-form-pasona or copywriting-long-form-extended
• Brief is opt-in / subscribe / download CTA → copywriting-light-action

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

Hard gate: copywriting-intake must have passed Intake Completeness before this skill runs. Do not short-circuit if brief.schwartz_level or brief.voice_reference is missing — kick back to intake.

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 short-form | | brief.product | string | intake | non-empty | | brief.target_audience | string | intake | target emotion / pain surfaced | | brief.channel | string | intake | SNS / banner / CM title / tagline / etc. | | brief.char_limit_band | string | intake | 7-15 default; explicit if custom | | gate_verdict | enum | intake | PASS or PASS_WITH_NOTES |

Required form-specific fields

| Field | Type | Notes | |---|---|---| | brief.schwartz_level | enum 1-5 | drives 5 切入點 selection | | brief.voice_reference | string | maestro tag (糸井 / 岩崎 / 眞木 / 谷山 / Ogilvy / default) |

Upstream bounce target on violation

copywriting-intake — any Level 1 missing is an intake gap. If form != "short-form", router mis-routed; bounce to using-copywriting-toolkit.

Drafting Approach

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

• AIDMA short-form action scope (A + I only — short copy does not carry D/M/A)
• 7-15 character golden range rationale
• 3 秒ルール landability test
• 5 切入點 approach tree (benefit / fear / subversion / calling / question)
• 4 voice masters (糸井重里 / 岩崎俊一 / 眞木準 / 谷山雅計) + TCC 年鑑 reference
• Anglo vs JP demarcation + SNS-era evolution notes
• Anti-patterns (generic-voice, AI-sounding candidates)

Persuasion psychology layer (Cialdini 6 / Schwartz 5 / Kahneman System 1 routing) lives in standards/persuasion-psychology-anchor.md. The copywriter reads it alongside the canon for approach-to-psychology mapping.

Framework flow enforced by the protocol:

1. Approach selection from 5 切入點 (matches Schwartz awareness level)
2. Divergent draft pass (multiple candidates, AIDMA A+I only)
3. Forbidden-phrase audit — 谷山 「なんかいいよね禁止」; each finalist must justify with 3 concrete reasons
4. Character-count + 3 秒ルール compliance check

See standards/short-form-catchcopy-canon.md for the full canon and protocols/write-short-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": "short-form",
  "draft": "",
  "approach_selected": "",
  "next_stage": "copywriting-voice-quadrant-stage"
}

Candidate output shape — progress reporting, checkpoint prompts, and 3-reason rationale are produced inline following the envelope schema above. Structured handoff-format tooling is owned by copywriting-intake (Phase 0-1 entry) and is not re-loaded here.

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 / FTC | | 8 | copywriting-form-check-stage | MUST (evaluator-only) — framework adherence, 7-15 chars, 3 秒ルール | | (SHOULD) | voice-consistency inside form-check-stage | SHOULD — multi-candidate output triggers this |

Short-form outputs almost always trigger the voice-consistency gate because multiple candidates share one brand voice. Do not suppress it.

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.