Oxc migration

.agents/skills/copywriting/SKILL.md

@@ -16,22 +16,26 @@ If `.claude/product-marketing-context.md` exists, read it before asking question
 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
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 - 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
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 - 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
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 - Where is traffic coming from? (ads, organic, email)
 - What do visitors already know before arriving?
 
@@ -40,19 +44,24 @@ Gather this context (ask if not provided):
 ## Copywriting Principles
 
 ### Clarity Over Cleverness
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 If you have to choose between clear and creative, choose clear.
 
 ### Benefits Over Features
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 Features: What it does. Benefits: What that means for the customer.
 
 ### Specificity Over Vagueness
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 - Vague: "Save time on your workflow"
 - Specific: "Cut your weekly reporting from 4 hours to 15 minutes"
 
 ### Customer Language Over Company Language
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 Use words your customers use. Mirror voice-of-customer from reviews, interviews, support tickets.
 
 ### One Idea Per Section
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 Each section should advance one argument. Build a logical flow down the page.
 
 ---
@@ -83,21 +92,26 @@ For thorough line-by-line review, use the **copy-editing** skill after your draf
 ## Best Practices
 
 ### Be Direct
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 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
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 Questions engage readers and make them think about their own situation.
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 - "Hate returning stuff to Amazon?"
 - "Tired of chasing approvals?"
 
 ### Use Analogies When Helpful
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 Analogies make abstract concepts concrete and memorable.
 
 ### Pepper in Humor (When Appropriate)
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 Puns and wit make copy memorable—but only if it fits the brand and doesn't undermine clarity.
 
 ---
@@ -107,11 +121,13 @@ Puns and wit make copy memorable—but only if it fits the brand and doesn't und
 ### Above the Fold
 
 **Headline**
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 - Your single most important message
 - Communicate core value proposition
 - Specific > generic
 
 **Example formulas:**
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 - "{Achieve outcome} without {pain point}"
 - "The {category} for {audience}"
 - "Never {unpleasant event} again"
@@ -122,24 +138,26 @@ Puns and wit make copy memorable—but only if it fits the brand and doesn't und
 **For natural transition phrases**: See [references/natural-transitions.md](references/natural-transitions.md)
 
 **Subheadline**
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 - Expands on headline
 - Adds specificity
 - 1-2 sentences max
 
 **Primary CTA**
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 - 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 |
+| 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)
 
@@ -148,9 +166,11 @@ Puns and wit make copy memorable—but only if it fits the brand and doesn't und
 ## CTA Copy Guidelines
 
 **Weak CTAs (avoid):**
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 - Submit, Sign Up, Learn More, Click Here, Get Started
 
 **Strong CTAs (use):**
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 - Start Free Trial
 - Get [Specific Thing]
 - See [Product] in Action
@@ -160,6 +180,7 @@ Puns and wit make copy memorable—but only if it fits the brand and doesn't und
 **Formula:** [Action Verb] + [What They Get] + [Qualifier if needed]
 
 Examples:
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 - "Start My Free Trial"
 - "Get the Complete Checklist"
 - "See Pricing for My Team"
@@ -169,26 +190,31 @@ Examples:
 ## Page-Specific Guidance
 
 ### Homepage
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 - Serve multiple audiences without being generic
 - Lead with broadest value proposition
 - Provide clear paths for different visitor intents
 
 ### Landing Page
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 - Single message, single CTA
 - Match headline to ad/traffic source
 - Complete argument on one page
 
 ### Pricing Page
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 - Help visitors choose the right plan
 - Address "which is right for me?" anxiety
 - Make recommended plan obvious
 
 ### Feature Page
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 - Connect feature → benefit → outcome
 - Show use cases and examples
 - Clear path to try or buy
 
 ### About Page
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 - Tell the story of why you exist
 - Connect mission to customer benefit
 - Still include a CTA
@@ -200,16 +226,19 @@ Examples:
 Before writing, establish:
 
 **Formality level:**
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 - Casual/conversational
 - Professional but friendly
 - Formal/enterprise
 
 **Brand personality:**
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 - Playful or serious?
 - Bold or understated?
 - Technical or accessible?
 
 Maintain consistency, but adjust intensity:
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 - Headlines can be bolder
 - Body copy should be clearer
 - CTAs should be action-oriented
@@ -221,22 +250,29 @@ Maintain consistency, but adjust intensity:
 When writing copy, provide:
 
 ### Page Copy
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 Organized by section:
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 - Headline, Subheadline, CTA
 - Section headers and body copy
 - Secondary CTAs
 
 ### Annotations
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 For key elements, explain:
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 - Why you made this choice
 - What principle it applies
 
 ### Alternatives
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 For headlines and CTAs, provide 2-3 options:
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 - Option A: [copy] — [rationale]
 - Option B: [copy] — [rationale]
 
 ### Meta Content (if relevant)
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 - Page title (for SEO)
 - Meta description