MM Copy – Marina Moscone Ad Copy Skill

This skill captures the MM ad-copy framework and Performance Voice principles used by the /mm-copy command.

Use it when:

• Generating ad copy variants for MM SKUs.
• Reviewing or refining existing MM ad copy.
• Designing new copy experiments for performance channels.

1. Canonical Inputs

This skill assumes the following MM-specific sources exist in the minisite:

• Ad copy framework:
  • minisite/data/meta-api/ad-copy/mm-ad-copy-framework.md
• Brand voice & design DNA:
  • minisite/MM-VOICE.md (especially Performance Voice)
  • minisite/design-dna/design-system-v3.0.md
  • minisite/creative-strategist.md
  • WebFetch: https://www.marinamoscone.com/pages/about
• Supporting evidence (analysis; read-only for context):
  • minisite/data/meta-api/ad-copy/ad-copy-analysis-comprehensive.md
  • minisite/data/meta-api/ad-copy/ad-copy-comparison-quick-ref.md
  • minisite/data/meta-api/ad-copy/mm-copy-creative-analysis.md
  • minisite/data/project.ads-analysis/data-files/EXECUTIVE_SUMMARY.md
  • minisite/data/project.ads-analysis/ads-strategy/meta_ads_strategy.md

Before heavy work, skim:

• The ad-copy framework.
• Performance Voice section of MM-VOICE.md.
• A sample of IG captions (for rhythm/tone).

2. Core Copy Framework

From the MM ad-copy framework, keep this distilled checklist:

• Hooks

  • Lead with emotion, rotation, armor, or uniform:
    • How this piece makes her feel.
    • Where and how it slots into her wardrobe (rotation).
  • Only then move to craft + behavior + benefit:
    • What it’s made of.
    • How it moves or behaves.
    • What it enables her to do or feel.

• Winning Patterns

  • [Craft+Benefit] – Concrete material / construction details tied directly to real-world benefits.
  • [Editorial Quote] – When a relevant press quote exists, paired with a short line tying it to everyday wear.
  • [Occasion Hook] – Occasion-first open (wedding, city winter, resort) then craft and behavior.
  • [Situational Luxury] / [Retargeting] – For retargeting, tie back to how this piece solves a specific moment or “wardrobe problem”.

• Anti-Patterns

  • Generic “artful luxury” adjectives with no proof.
  • Slogans in place of copy.
  • Self-referential philosophy that never gets to what the piece does for her.
  • Fabric dumps with no context or behavior (just lists of fibers).
  • Long, meandering sentences that bury the hook.

3. Per-SKU Copy Generation Pattern

When asked to generate or review copy per SKU:

1. Context

   • Determine:
     • Category (coat, dress, knit, etc.).
     • Season / collection.
     • Price band.
     • Primary occasions (wedding, city winter, work, travel, etc.).

2. Pattern Selection

   • Choose 2–3 pattern types from:
     • [Craft+Benefit]
     • [Editorial Quote] (if relevant quote exists).
     • [Occasion Hook]
     • [Situational Luxury] / [Retargeting]

3. Variant Writing

   • For each variant:
     • Tag with pattern type in square brackets at the start.
     • Keep to 1–3 short sentences.
     • First clause: feeling/positioning or real-world situation.
     • Second clause: one sharp craft/textile detail + behavior + benefit.
   • Always make craft details checkable:
     • Call out fabric/weave/finish in a way a human can verify.

4. Funnel Mapping

   • Annotate which funnel stage each variant suits best:
     • prospecting, retargeting, sale/archive.

4. Output Structure (Per SKU)

Aim for this structure before /mm-copy writes files:

# [SKU] – MM Ad Copy Variants

## Context
- Category: [e.g., Basque Coat]
- Season: [e.g., FW25]
- Price Band: [e.g., Hero]
- Primary Occasions: [e.g., City winter, gallery openings]

## Variants

[Craft+Benefit]
[primary-text block]

[Occasion Hook]
[primary-text block]

[Editorial Quote] (if applicable)
[quote + tie-in line]

## Funnel Notes
- Prospecting: [which variants and why]
- Retargeting: [which variants and why]
- Sale/Archive: [if relevant]

5. Tone & Guardrails

Tone:

• Quiet, confident, believable.
• Editorial, but not obscure.
• Commercial enough for performance channels, but true to MM’s world.

Guardrails:

• Replace generic luxury phrases with specific, verifiable craft details.
• Avoid:
  • Standalone slogans (“Build your uniform”, “Shop now”).
  • Overly hypey language inconsistent with MM’s positioning.
• Use “throw on and go”, “special enough to turn heads”, etc. only when the user explicitly opts into more commercial language.

6. Using This Skill with /mm-copy

The /mm-copy command:

• Handles:
  • SKU selection (top performers or provided list).
  • File writing to .orchestration/evidence/mm-copy/[SKU].md.
• Should rely on this skill for:
  • Framework, patterns, anti-patterns.
  • Tone and performance-aware structure.

Other agents (creative strategy, performance analysis) can load this skill to:

• Keep copy critique aligned with the same framework.
• Suggest new experiments that still respect MM’s voice and craft focus.