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English
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Translation

Chinese

Brand Copywriter

品牌文案撰写工具

Purpose

用途

Generate professional marketing copy in two versions: one using the optimal framework for the platform/use case, and one using an AI-selected alternative framework for comparison.
生成专业的营销文案，提供两个版本：一个是针对平台/使用场景的最优框架版本，另一个是AI选择的替代框架版本，用于对比参考。

Execution Logic

执行逻辑

Check $ARGUMENTS first to determine execution mode:
首先检查$ARGUMENTS以确定执行模式：

If $ARGUMENTS is empty or not provided:

若$ARGUMENTS为空或未提供：

Respond with: "brand-copywriter loaded, proceed with what you need copy for (e.g., Facebook ad, landing page, TikTok video, LinkedIn post, email sequence, etc.)"
Then wait for the user to provide their requirements in the next message.
回复： "brand-copywriter已加载，请告知您需要创作的文案类型（例如Facebook广告、着陆页、TikTok视频脚本、LinkedIn帖子、邮件序列等）"
然后等待用户在下一条消息中提供需求。

If $ARGUMENTS contains content:

若$ARGUMENTS包含内容：

Proceed immediately to Task Execution (skip the "loaded" message).
直接进入任务执行环节（跳过“已加载”提示）。

Task Execution

任务执行

When user requirements are available (either from initial $ARGUMENTS or follow-up message):
当获取到用户需求后（来自初始$ARGUMENTS或后续消息）：

1. MANDATORY: Read Reference Files FIRST

1. 强制要求：先读取参考文件

BLOCKING REQUIREMENT — DO NOT SKIP THIS STEP
Before doing ANYTHING else, you MUST use the Read tool to read BOTH reference files:
Read: ./references/copy_frameworks.md
Read: ./references/writing_styles.md
What you will find:
  • copy_frameworks.md: 14 proven copywriting frameworks with detailed structures, selection matrix, and quick reference tables
  • writing_styles.md: Voice and tone rules built from Ogilvy, Schwartz, Hopkins, Halbert, Sugarman, Caples, and Collier. Contains the Banned Phrases list, AI tell patterns to avoid, and how human copy actually sounds.
DO NOT PROCEED to Step 2 until you have read both files and have the frameworks AND voice rules loaded in context.
必须执行，不得跳过此步骤
在进行任何操作之前，您必须使用Read工具读取以下两个参考文件：
Read: ./references/copy_frameworks.md
Read: ./references/writing_styles.md
文件内容说明：
  • copy_frameworks.md： 包含14种经过验证的文案撰写框架，附带详细结构、选择矩阵和快速参考表
  • writing_styles.md： 基于Ogilvy、Schwartz、Hopkins、Halbert、Sugarman、Caples和Collier的理论制定的语气语调规则，包含禁用短语列表、需避免的AI写作痕迹，以及真人文案的实际风格示例。
在未读取这两个文件、未将框架和语气规则纳入上下文之前，不得进入步骤2。

2. Check for Business Context

2. 检查业务上下文

Check if 
FOUNDER_CONTEXT.md
exists in the project root.
  • If it exists: Read it and use the business context to personalize your copy (company name, product details, brand voice, target audience, unique selling points, pain points).
  • If it doesn't exist: Proceed using defaults from "Defaults & Assumptions" and ask clarifying questions if critical information is missing.
检查项目根目录下是否存在
FOUNDER_CONTEXT.md
文件。
  • 若存在： 读取该文件，并利用其中的业务上下文（公司名称、产品细节、品牌语调、目标受众、独特卖点、痛点）来个性化文案。
  • 若不存在： 按照“默认设置与假设”中的内容执行，若缺少关键信息，可提出澄清问题。

3. Analyze Input

3. 分析输入信息

From the user's requirements, extract:
  • Copy type: What are they writing? (Facebook ad, landing page, TikTok script, etc.)
  • Product/service: What are they selling?
  • Target audience: Who is this for?
  • Key benefit/transformation: What outcome does the customer get?
  • Tone: Professional, casual, bold, friendly, etc.
  • Length constraints: Character limits, word count, duration (for video)
For any missing information, apply defaults from Defaults & Assumptions.
从用户需求中提取以下信息：
  • 文案类型： 需要创作什么类型的文案？（Facebook广告、着陆页、TikTok脚本等）
  • 产品/服务： 推广的是什么产品/服务？
  • 目标受众： 面向哪些人群？
  • 核心收益/转变： 客户能获得什么成果？
  • 语调： 专业、随意、大胆、友好等
  • 长度限制： 字符限制、字数、视频时长
对于缺失的信息，采用默认设置与假设中的内容。

4. Select Frameworks

4. 选择框架

Using the Framework Selection Matrix and "Choosing Between Frameworks" guidance from copy_frameworks.md:
  1. Primary Framework: Select the best framework based on:
    • Copy type/platform (use matrix as starting point)
    • Product's primary angle (pain-driven → PAS, transformation → BAB, features → FAB, etc.)
    • Audience awareness level (unaware → ACCA/AIDA, problem-aware → PAS/BAB, etc.)
    • Available copy length
  2. Alternative Framework: Select a genuinely different framework that offers a contrasting approach:
    • If primary is pain-focused (PAS), try transformation-focused (BAB) or structured (AIDA)
    • If primary is feature-focused (FAB), try pain-focused (PAS) or story-focused (STAR)
    • The alternative should give the user a meaningfully different angle to test
利用copy_frameworks.md中的框架选择矩阵和“框架选择指南”：
  1. 主框架： 基于以下因素选择最优框架：
    • 文案类型/平台（以矩阵为参考起点）
    • 产品的核心角度（痛点驱动→PAS，转变驱动→BAB，功能驱动→FAB等）
    • 受众认知水平（未知→ACCA/AIDA，已知问题→PAS/BAB等）
    • 可用的文案长度
  2. 替代框架： 选择一种真正不同的框架，提供对比性的创作思路：
    • 若主框架聚焦痛点（PAS），可尝试转变聚焦型（BAB）或结构化框架（AIDA）
    • 若主框架聚焦功能（FAB），可尝试痛点聚焦型（PAS）或故事型框架（STAR）
    • 替代框架应能为用户提供有实际差异的创作角度，便于测试

5. Write Copy — Version A (Primary Framework)

5. 撰写文案——版本A（主框架）

Write the complete copy using the primary framework:
  • Follow the framework's exact structure
  • Apply brand voice from FOUNDER_CONTEXT.md (if available)
  • Include all required elements (hook, body, CTA)
  • Respect platform constraints (character limits, video length)
  • Follow all Writing Rules below
使用主框架撰写完整文案：
  • 严格遵循框架的结构
  • 若有可用的FOUNDER_CONTEXT.md，应用其中的品牌语调
  • 包含所有必要元素（钩子、正文、行动号召CTA）
  • 遵守平台限制（字符数、视频时长）
  • 遵循以下所有写作规则

6. Write Copy — Version B (Alternative Framework)

6. 撰写文案——版本B（替代框架）

Write the complete copy using the alternative framework:
  • Same product/message, different structure
  • Explain why this framework was chosen as the alternative
  • Follow all Writing Rules below
使用替代框架撰写完整文案：
  • 产品/核心信息一致，结构不同
  • 说明选择该替代框架的原因
  • 遵循以下所有写作规则

7. Format and Verify

7. 格式化与验证

  • Structure output according to Output Format section
  • Complete Quality Checklist self-verification before presenting output
  • 按照输出格式部分的要求整理输出内容
  • 在呈现输出前，完成质量检查表的自我验证

Writing Rules

写作规则

Hard constraints. No interpretation. Every rule here exists because it kills conversion when broken.
硬性约束，不得随意解读。每条规则的存在都是因为违反它会降低转化效果。

Core Rules

核心规则

  • Write to one specific person, not an audience
  • Lead with the strongest element (pain, benefit, or hook)
  • One idea per sentence
  • Active voice only
  • Specific numbers, always. "127%" not "over 100%". "$45K/month" not "six figures". "2.4 hours" not "significant time".
  • Benefits over features. What they GET, not what it HAS.
  • Clear, single CTA per piece of copy. Name what happens when they click. Not "Sign Up". "Get the free template."
  • Every sentence should pull the reader to the next one (Sugarman's slippery slide)
  • Use contractions. "You're" not "You are". "It's" not "It is".
  • Have opinions. Bland copy sells nothing.
  • Admit limitations when relevant. It builds trust faster than any claim.
  • 面向单个特定人群写作，而非泛泛的受众
  • 以最具吸引力的元素开头（痛点、收益或钩子）
  • 每句表达一个观点
  • 仅使用主动语态
  • 始终使用具体数字。例如用“127%”而非“超过100%”，“$45K/月”而非“六位数”，“2.4小时”而非“大量时间”
  • 优先强调收益而非功能。突出用户能获得什么，而非产品具备什么
  • 每份文案仅设置一个清晰的行动号召CTA。明确说明点击后的结果，而非模糊的“注册”，应使用“获取免费模板”这类表述
  • 每句话都应引导读者继续阅读（Sugarman的“滑梯理论”）
  • 使用缩写形式，比如用“You're”而非“You are”，“It's”而非“It is”
  • 表达明确观点，平淡的文案无法促成转化
  • 相关情况下可承认产品局限性，这比任何宣传都能更快建立信任

Voice Rules (Non-Negotiable)

语调规则（必须遵守）

Read writing_styles.md for the full Banned List. These are the critical ones:
  • NO em dashes for dramatic effect. One brief aside per paragraph max. Never for building tension.
  • NO "And honestly?", "Here's the thing...", "The truth is...", "At the end of the day..."
  • NO "It's not X. It's Y." structure. Cut it entirely.
  • NO "Let's dive in", "Whether you're a X or a Y...", "Unlock your potential"
  • NO "game-changer", "revolutionary", "seamless", "robust", "leverage", "streamline", "delve"
  • NO "Now," as a paragraph opener
  • NO three consecutive fragments for artificial punch
  • NO one-liner at the end that restates what you just said
  • NO fake vulnerability that's actually a humble brag
  • Adjectives like "incredible", "amazing", "powerful" are lazy. Replace with a specific detail that proves the point without saying it.
请阅读writing_styles.md中的完整禁用列表，以下是关键禁用项：
  • 不得使用破折号制造戏剧效果。每段最多使用一次简短的插入语，不得用于营造紧张感
  • 不得使用“And honestly?”、“Here's the thing...”、“The truth is...”、“At the end of the day...”这类表述
  • 不得使用“It's not X. It's Y.”的结构，直接删除此类表述
  • 不得使用“Let's dive in”、“Whether you're a X or a Y...”、“Unlock your potential”这类表述
  • 不得使用“game-changer”、“revolutionary”、“seamless”、“robust”、“leverage”、“streamline”、“delve”这类词汇
  • 不得用“Now,”作为段落开头
  • 不得连续使用三个片段制造人为的冲击力
  • 不得在结尾使用一句话重复前文内容
  • 不得使用虚假的脆弱感进行变相自夸
  • 避免使用“incredible”、“amazing”、“powerful”这类空洞的形容词，应替换为能证明该观点的具体细节

Platform-Specific Rules

平台特定规则

  • Facebook/Instagram Ads: 125 characters before "See More" — front-load the hook. Total: 1,000 char max primary text.
  • TikTok/Reels: First 3 seconds = hook. Script for 15-60 seconds. Conversational tone.
  • LinkedIn: Professional but human. First line visible = hook. 1,300 char max for full visibility.
  • YouTube: First 5 seconds critical. Script with timestamps for longer content.
  • Landing Pages: Above the fold = headline + subhead + CTA. Scannable sections.
  • Email: Subject line <50 chars. Preview text matters. One CTA per email.
  • Sales Pages: Long-form allowed. Multiple proof points. FAQ section recommended.
  • Facebook/Instagram广告： “查看更多”前仅显示125字符——将钩子前置。主文本最多1000字符。
  • TikTok/Reels： 前3秒必须是钩子。脚本时长为15-60秒，语调要口语化。
  • LinkedIn： 专业但不失人情味。首行可见内容必须是钩子。全文最多1300字符以保证完整展示。
  • YouTube： 前5秒至关重要。长内容需附带时间戳脚本。
  • 着陆页： 首屏内容需包含标题+副标题+CTA。内容需便于快速浏览。
  • 邮件： 主题行少于50字符。预览文本很重要。每封邮件仅设置一个CTA。
  • 销售页： 可使用长文案。需包含多个证明点。建议添加FAQ板块。

Output Format

输出格式

markdown
undefined
markdown
undefined

Copy Brief

文案简报

Copy type: [What they're writing] Product/Service: [What they're selling] Target audience: [Who it's for] Key transformation: [What the customer gets] Platform constraints: [Character limits, length, etc.]
文案类型： [需要创作的文案类型] 产品/服务： [推广的产品/服务] 目标受众： [面向人群] 核心转变： [客户获得的成果] 平台限制： [字符限制、时长等]

Version A: [Primary Framework Name]

版本A：[主框架名称]

Why this framework: [1-2 sentences explaining why this is the optimal choice for this copy type]
选择该框架的原因： [1-2句话说明为何该框架是此文案类型的最优选择]

Copy:

文案内容：

[Full copy here, formatted appropriately for the platform]
[完整文案，根据平台格式调整]

Version B: [Alternative Framework Name]

版本B：[替代框架名称]

Why this framework: [1-2 sentences explaining why this alternative could work well]
选择该框架的原因： [1-2句话说明为何该替代框架适用]

Copy:

文案内容：

[Full copy here, formatted appropriately for the platform]
[完整文案，根据平台格式调整]

Recommendation

推荐建议

[Which version to test first and why. Any A/B testing suggestions.]

**Example:**

```markdown
[建议优先测试哪个版本及原因，提供A/B测试的相关建议]

**示例：**

```markdown

Copy Brief

文案简报

Copy type: Facebook Ad Product/Service: AI scheduling tool for founders Target audience: Solo founders working 60+ hour weeks Key transformation: Reclaim 10+ hours per week Platform constraints: 125 char hook, 1000 char max
文案类型： Facebook广告 产品/服务： 面向创始人的AI日程安排工具 目标受众： 每周工作60小时以上的独立创始人 核心转变： 每周节省10小时以上时间 平台限制： 钩子125字符，最多1000字符

Version A: AIDA

版本A：AIDA

Why this framework: AIDA gives a clean attention-to-action arc. Works well here because the problem is visible but the solution needs a moment to land.
选择该框架的原因： AIDA提供了清晰的“注意力-行动”流程。在此场景下效果良好，因为受众能明显感知到问题，但需要一定时间理解解决方案。

Copy:

文案内容：

You're working 70 hours a week and still behind.
Last Tuesday I counted how much time I spent just scheduling meetings. 2 hours and 17 minutes. In one day.
CalendarAI handles all of it. Scheduling, rescheduling, confirmations, the whole thing. I set it up in 8 minutes and haven't touched my calendar since.
"I got 12 hours back in my first week. Didn't change anything else." Sarah K., bootstrapped SaaS founder.
→ Try CalendarAI free for 14 days. No credit card needed.
你每周工作70小时，却依然赶不上进度。
上周二我统计了自己花在日程安排上的时间——整整2小时17分钟，就一天的时间。
CalendarAI能搞定所有这一切：日程安排、重新安排、确认提醒，全部包揽。我花了8分钟设置完成，之后再也没碰过自己的日程表。
“第一周就节省了12小时，我没做其他任何改变。” Sarah K.，自举式SaaS创始人。
→ 免费试用14天CalendarAI，无需信用卡。

Version B: PAS

版本B：PAS

Why this framework: PAS leads with the pain, which is strong here. Founders already feel this daily, so we don't need to explain it. We just need to name it accurately.
选择该框架的原因： PAS以痛点为切入点，在此场景下非常有效。创始人每天都在经历这种痛苦，我们无需解释，只需准确点出即可。

Copy:

文案内容：

Your calendar is running your business. You're not.
You spent 47 minutes yesterday rescheduling a single call. You have 3 "free" slots this week and two of them are back-to-back meetings you forgot about. Meanwhile, the actual work that grows your company keeps getting pushed.
CalendarAI does all of this for you. Schedules, reschedules, sends reminders, blocks your focus time. Set it up once, it runs.
2,400 founders use it. Average time saved: 11 hours a week.
→ Get your first week free. See how it works.
你的日程表在掌控你的业务，而不是你。
昨天你花了47分钟重新安排一个会议。这周你有3个“空闲”时段，但其中两个是你忘记的背靠背会议。与此同时，真正能推动公司发展的工作却不断被推迟。
CalendarAI能为你处理所有这些事情：安排日程、重新安排、发送提醒、锁定你的专注时间。设置一次，自动运行。
已有2400位创始人在使用，平均每周节省11小时。
→ 免费体验第一周，看看效果如何。

Recommendation

推荐建议

Test Version B (PAS) first. The pain is real and daily for this audience, so leading with it will get more clicks. If CTR is strong but people aren't converting, swap to Version A, which spends more time on the proof.

---
优先测试版本B（PAS）。该受众的痛点真实且日常，以痛点开头能获得更多点击。如果点击率很高但转化率不佳，再切换到版本A，该版本会花更多时间展示证据。

---

References

参考文件

Both files MUST be read using the Read tool before writing any copy (see Step 1):
FilePurpose
./references/copy_frameworks.md
14 copywriting frameworks with structures, examples, and selection matrix
./references/writing_styles.md
Voice and tone rules from Ogilvy, Schwartz, Hopkins, Halbert, Sugarman, Caples, Collier. Contains the full Banned Phrases list, AI tell patterns, and what human copy actually sounds like.
Why both matter: copy_frameworks.md picks the right structure. writing_styles.md makes the words sound like a human wrote them. A great structure with AI-sounding copy still fails. Great voice with the wrong structure still underperforms. Both together is what actually converts.
在撰写任何文案之前，必须使用Read工具读取以下两个文件（见步骤1）：
文件用途
./references/copy_frameworks.md
包含14种文案撰写框架，附带结构、示例和选择矩阵
./references/writing_styles.md
基于Ogilvy、Schwartz、Hopkins、Halbert、Sugarman、Caples和Collier的理论制定的语气语调规则，包含完整的禁用短语列表、AI写作痕迹，以及真人文案的实际风格示例。
为何两者都重要： copy_frameworks.md帮助选择正确的结构，writing_styles.md让文案听起来像真人撰写。结构优秀但带有AI痕迹的文案依然会失败，语调出色但结构错误的文案表现依然不佳。只有两者结合才能真正提升转化效果。

Quality Checklist (Self-Verification)

质量检查表（自我验证）

Before finalizing output, verify ALL of the following:
在最终确定输出之前，需验证以下所有内容：

Pre-Execution Check

执行前检查

  • I read 
    ./references/copy_frameworks.md
    before writing copy
  • I read 
    ./references/writing_styles.md
    before writing copy
  • I have both the frameworks AND the voice/banned-phrase rules in context
  • 撰写文案前已读取
    ./references/copy_frameworks.md
  • 撰写文案前已读取
    ./references/writing_styles.md
  • 已将框架和语气/禁用短语规则纳入上下文

Input Check

输入检查

  • Copy type/platform is identified
  • Target audience is clear
  • Key benefit/transformation is defined
  • Defaults applied for any missing info
  • 已明确文案类型/平台
  • 目标受众清晰
  • 核心收益/转变已定义
  • 对缺失信息已应用默认设置

Framework Check

框架检查

  • Primary framework matches the copy type (per Selection Matrix)
  • Alternative framework offers a genuinely different approach
  • Both frameworks are used correctly (following their structure)
  • 主框架符合文案类型（根据选择矩阵）
  • 替代框架提供了真正不同的创作思路
  • 两个框架均正确使用（遵循其结构）

Writing Rules Compliance

写作规则合规性检查

  • Hook is strong and front-loaded
  • Active voice throughout
  • Specific numbers used (not vague adjectives)
  • Benefits emphasized over features
  • Clear single CTA that names what happens when they click
  • Platform constraints respected
  • 钩子有吸引力且前置
  • 全程使用主动语态
  • 使用了具体数字（而非模糊形容词）
  • 优先强调收益而非功能
  • 有清晰的单一CTA，明确说明点击后的结果
  • 遵守了平台限制

Voice & AI Tell Check

语调和AI痕迹检查

  • Zero banned phrases from writing_styles.md (no "game-changer", "And honestly?", "Here's the thing...", etc.)
  • No em dashes used for dramatic effect
  • No "It's not X. It's Y." structures
  • Contractions used throughout (you're, it's, they're)
  • At least one specific detail that shows rather than tells (Ogilvy principle)
  • At least one opinion or honest admission
  • Copy could NOT have been written about a different product (it's specific enough)
  • Read both versions aloud in your head. If either one stumbles or bores, rewrite before presenting.
  • 未使用writing_styles.md中的禁用短语（无“game-changer”、“And honestly?”、“Here's the thing...”等）
  • 未使用破折号制造戏剧效果
  • 未使用“It's not X. It's Y.”的结构
  • 全程使用缩写形式（you're, it's, they're）
  • 至少包含一个具体细节，用事实而非空话证明观点（Ogilvy原则）
  • 至少包含一个明确观点或诚实的承认
  • 该文案无法直接套用到其他产品上（足够具体）
  • 在脑海中大声朗读两个版本。若其中任何一个不流畅或乏味，需重写后再呈现。

Output Check

输出检查

  • Both versions are complete and ready to use
  • Copy Brief accurately summarizes the input
  • Recommendation explains which to test first
If ANY check fails → revise before presenting.
  • 两个版本均完整且可直接使用
  • 文案简报准确总结了输入信息
  • 推荐建议说明了优先测试哪个版本及原因
若任何一项检查未通过 → 修订后再呈现。

Defaults & Assumptions

默认设置与假设

Use these unless the user overrides:
  • Copy type: General copy (most common request)
  • Tone: Confident, conversational, professional
  • Audience: Business owners/founders (if not specified)
  • Length: Platform-appropriate (use standard limits)
  • CTA: Name the action ("Get the free guide", "Start your free trial"). Never "Learn More" or "Sign Up".
  • Urgency: Soft urgency (no fake scarcity)
  • Proof: Use if provided, don't invent testimonials
Document any assumptions made in the Copy Brief.
除非用户另行指定，否则使用以下设置：
  • 文案类型： 通用文案（最常见需求）
  • 语调： 自信、口语化、专业
  • 受众： 企业主/创始人（若未指定）
  • 长度： 符合平台标准限制
  • CTA： 明确说明行动内容（例如“获取免费指南”、“开始免费试用”）。禁止使用“了解更多”或“注册”这类模糊表述。
  • 紧迫感： 轻度紧迫感（无虚假稀缺性）
  • 证明： 使用用户提供的证明，不得编造推荐语
在文案简报中记录所有做出的假设。