营销文案创作 / Copywriting

概述

<!– unified-payment-template: 1.0.4 –>

支付依赖与恢复 / Payment runtime and recovery

运行时需要 Node.js 20+ 和宿主的支付宝官方 alipay-payment-skill、alipay-bot。宿主不同不代表钱包授权可以搬运。正常第一条支付宝业务命令是官方 buyer-pay 或原单查询，不能加通用 check-wallet 前检。

只有真实业务命令无法找到/执行 alipay-bot 时，才加载官方技能的 references/command-recovery.md：取得外部安装授权，核对指定版本 @alipay/agent-payment@1.0.23 的官方完整性后安装，再重试原命令一次。不能每次调用都安装 latest，不能把卖家部署工具当作买方依赖；已启动但业务失败时原样展示并停止。

English: Use the current host's official Alipay buyer runtime. Only an actual command-not-found failure enters the official pinned-version installation recovery. Do not reinstall on every call, precheck wallets generically, or install merchant tooling in the buyer path.

仅在上述恢复条件成立且已获外部安装授权时执行下列两步。先查询完整性，必须逐字符等于下面的指定值；不一致或查不到则停止，不能继续安装：

npm view '@alipay/agent-payment@1.0.23' dist.integrity --registry 'https://registry.npmjs.org'

sha512-7OGSHhPnuKsyENpivpY60NgE77ktKtWTP8UBtmizeB1Et44KHFFIjDcSRIFpitEdKAC7uMBx3Mp1Zg/wbYmYCQ==

核对一致后才执行安装，并仅重试原先无法执行的命令一次：

npx -y --registry=https://registry.npmjs.org @alipay/agent-payment@1.0.23 install

这里的命令是依赖恢复说明，不是正常付款前置；官方技能版本更新时须重新对照其 command-recovery.md，不沿用过期完整性值。

本包现行支付流程 / Registered checkout

本包支付配置为 payment-contract.json：资源 copywriting、单价 ¥0.10 / CNY、支付宝服务 ID API_FC3B91AF109D47C8、完整服务地址 https://fwskillpay-api.cn/v1/pay/skills/copywriting/invoke。配置与 SKILL/助手哈希不符即停止。平台展示价须在提交后单独回读，不能从本包检查推定平台价已经一致。

1. 调用前披露输入范围、接收方、用途、留存及 ¥0.10，取得本次数据传输和该金额的付款授权。已有授权不再二次询问；价格一致也不能代替授权。
2. 在包外私有目录准备 payload.json，按本 Skill 的输入契约执行 probe。400、503、429、未知网络状态或未付款的 200 都停止，不能本地代做付费结果。
3. 只核对网关公开 JSON 摘要中的金额、币种、商户订单号、资源 ID、服务 ID 和有效期；任一字段缺失、类型错误、过期或与登记不符都停止，不进入 pay。不解码 Payment-Needed 或 amtPaymentLink，不自行验签；公开摘要不能证明签名、实际付款或到账。
4. 本次唯一非空 amtPaymentLink 优先，并原样交给官方 --amt-payment-link，不写付款材料文件；链接缺失才使用原值保存的 Payment-Needed 文件。空、多个或歧义链接停止，两种参数互斥，不能补造或从历史输出补齐。
5. 已有该金额授权时立即准备 pay，宿主在返回的 workingDirectory 实际用 executable 与参数数组运行官方 buyer-pay。参数 JSON 不算弹码。会话按下表取值，保持本次原请求与幂等键。
6. 原样输出当前官方对客文本一次，完整展示全部 MEDIA 图片；不复用旧图、不绘制替代二维码。链接生成、success:true、OPEN_LINK_CREATED 不代表付款或交付。
7. 宿主把刚执行的官方对客文本保存在包外私有文件，用本次 handoffId 执行 record-official。只从“订单号/查询单号/交易号”标签提取标识；拒绝原始 JSON、其他交接或冲突标识。观察分类由宿主依据真实输出选择，不是 helper 验付。
8. 用户表示付好或要求查询时，complete 按已绑定标识查询原单：有效 32 位、11–14 位为 8282 的查询号优先；否则用本次交易号。查询不附加 session-id、账单文件或付款链接。未绑定原单停止，不能猜测。
9. 只交付官方实际返回的非空验付后资源。成功交付、业务失败、资源为空、身份不符或查询失败后停止；仅命令超时/网络失败允许按官方规则重试原命令一次。不能从 success 字样认定收款。

English: Obtain data-transfer and price authorization before probe. Compare the public checkout summary while passing payment material unchanged to the official runtime. A unique amtPaymentLink takes priority over an opaque Payment-Needed file. Actually execute the returned argument array, show all current official media, then bind the current official customer-facing output to its handoff. Query only the bound original order. Deliver only actual nonempty official resources. Offline helper checks and host observations are not proof of payment or settlement.

当前会话 / Current session

取首个非空来源，高优先级不能被低优先级覆盖：

不能生成会话 ID，不能用订单号、交易号、用户/钱包 ID、URL、测试名或历史会话代替；陈旧环境变量不能覆盖当前显式会话。官方订单号形状（32 位数字且第 11–14 位为 8282）只用于查询，任何符合该形状的串都不是会话，宿主号码仍按逐级取值。全部为空则停止。The current runtime identity takes precedence over inherited environment values.

助手调用 / Helper calls

node scripts/skill-paid.mjs probe --state-dir "<包外私有目录>" --payload-file "<包外私有目录>/payload.json" --confirm-data-transfer
node scripts/skill-paid.mjs pay --state-dir "<同一目录>" --session-id "<当前真实会话>" --intent-summary "原始请求：<本次业务目的摘要>" --confirm-payment
node scripts/skill-paid.mjs record-official --state-dir "<同一目录>" --handoff-id "<刚输出的交接ID>" --official-output-file "<刚执行的官方对客文本文件>" --confirm-current-output --outcome pending
node scripts/skill-paid.mjs complete --state-dir "<同一目录>"

链接分支 pay 额外带 --amt-payment-link "<本次 probe 原样返回的值>"；不能从扫码图片或用户操作链接取替代值。每次实际官方命令后都记录本次 handoff。官方资源文件只存私有目录；资源已交付时可记录 resource_delivered。ack_failed 还须同次真实输出明确回执失败、非空资源文件和已交付确认。无把握时记录 unknown 并停止。

大输入、中断及回执 / Large inputs and recovery

大载荷只走同域 /stage 短引用，失败停止，不把大 JSON 塞回命令行。原文恢复副本存在包外私有目录。只有绑定的本次官方输出明确报告引用过期，用户在后续要求恢复并同意再次传输时，才可 restage –confirm-ref-expired –confirm-data-transfer –confirm-recovery-requested 一次；核对原文 SHA-256，保留原订单和幂等键，之后只恢复原单。

正常官方资源交付会自动处理回执。独立 ACK 只恢复已绑定的同次回执失败，且用户后续要求恢复；不重新请求资源。助手使用单次交接标记和锁拒绝重复/并发 ACK。没有真实证据不填确认标志。

付款启动未知不能删状态、换幂等键或再付一笔。已付款但业务失败保留原单，联系运营者核对恢复或退款；退款没有公开命令时不能自行构造。需要官方反馈时加载 alipay-payment-skill 的 references/feedback.md，先向用户确认脱敏内容后提交，不自动发送。

Windows 的文件 mode 不能保证 ACL；宿主须使用当前用户私有目录并核对访问范围。付款材料、当前官方文本、业务原文、资源文件、Cookie 和钱包凭据都不进入发布包或跨宿主同步。

触发词 / Triggers

中文：当用户提出「为落地页、定价页、功能页、官网与产品页撰写、改写和优化营销文案」类需求时使用本技能；可直接以技能名「营销文案创作 / Copywriting」或标识 copywriting 指代。

English: Use this skill when the user asks to Write, rewrite and improve marketing copy for landing, pricing, feature, about and product pages. Referred to as copywriting.

<!– 迁移器据本技能自身元数据（name/description/tags）生成，未引入外部事实；业务方如认为不适配可改写。 –>

业务依赖 / Business dependencies

中文：本技能的业务能力不依赖额外的第三方服务、账户或凭据；包内离线脚本仅需宿主提供的 Node.js。付费调用所需的支付宝买方官方组件由本包统一支付说明提供。

English: The business capability needs no extra third-party service, account or credential; the bundled offline script only needs the host's Node.js. The official Alipay buyer component for paid calls is provided by this package's unified payment section.

<!– 迁移器注入的统一最低声明；如本技能确有额外业务依赖，业务方必须改写此节。 –>

营销文案创作 / Marketing 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: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

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 is not just tidier — it 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

• 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 copy-editing skill after your draft.

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

Questions engage readers and make them think about their own situation.

• "Hate returning stuff to Amazon?"
• "Tired of chasing approvals?"

Use Analogies When Helpful

Analogies make abstract concepts concrete and memorable.

Pepper in Humor (When Appropriate)

Puns and wit make copy memorable—but only if it fits the brand and doesn't undermine 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

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 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]
• Option B: [copy] — [rationale]

Meta Content (if relevant)

• Page title (for SEO)
• Meta description

Related Skills

• copy-editing: For polishing existing copy (use after your draft)
• cro: If page structure/strategy needs work, not just copy
• emails: For email copywriting
• popups: For popup and modal copy
• ab-testing: To test copy variations

已核对的输入示例 / Registered input example

{
  "query": "为一个数据分析 SaaS 写着陆页文案：帮市场团队自动生成周报，主打节省时间，目标受众是市场负责人。"
}