mantle-ai-trader/skills/docx/scenes/copywriting.md

Scene: Copywriting / Script

Scope

Broadcast scripts, product promotion copy, livestream scripts, presentation scripts, speeches, hosting scripts, short video scripts — any document where the goal is spoken delivery.

→ Placeholder convention & universal prohibitions — see references/common-rules.md → Font profile: B (Visual) — see references/common-rules.md

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1. Core Principles

⚠️ A broadcast script is NOT a report, NOT a spec sheet, NOT an encyclopedia.

The goal is for the audience to understand on first listen, remember key points, and take action. Therefore:

1. Highlight selling points, don't pile specs: Each paragraph covers only 1–2 core points with relatable scenario descriptions
2. Conversational tone: Use "you" not "the user"; use natural speech, not corporate jargon
3. Rhythm: Alternate long and short sentences, insert pause markers, avoid wall-of-text paragraphs
4. Length discipline: ~250–300 words per minute of speech; a 5-minute script should not exceed 1500 words
5. Information consistency: All data, model numbers, prices must be consistent throughout — no self-contradiction

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2. Document Structure

Completely different from reports:

Title (centered, short and punchy)
────────────────────
[Opening]     ← Grab attention, 1–2 sentences
[Core Para 1] ← One selling point/opinion + scenario
[Core Para 2] ← One selling point/opinion + scenario
[Core Para 3] ← One selling point/opinion + scenario (max 3–5 paras)
[Closing]     ← Summary + Call to Action (CTA)
────────────────────
[Notes]       ← Supplementary info, data sources (optional, small grey text)

Decisions

• Cover: ❌ Not needed
• TOC: ❌ Not needed
• Header/footer: Optional, minimal
• Sections: Single section sufficient
• Line spacing: line: 400 (slightly larger than standard 1.5x for reading/marking ease)

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3. Layout Standards

Font Specifications

Element	Font	Size	Style
Title	SimHei	18pt (size:36)	Bold, centered
Section heading / highlight	SimHei	14pt (size:28)	Bold
Body	Microsoft YaHei	12pt (size:24)	Left-aligned
Rhythm markers	Microsoft YaHei	10.5pt (size:21)	Grey 999999, italic
Notes	Microsoft YaHei	10pt (size:20)	Grey 666666

Paragraph Spacing

// Generous spacing between paragraphs for reading/breathing pauses
spacing: { before: 200, after: 200, line: 400 }
// Larger gap between core sections
sectionGap: { before: 400, after: 200 }

Key Point Highlighting

Use bold or accent-colored text to mark key selling points:

new TextRun({ text: "Key selling point", bold: true, color: c(P.accent) })

Rhythm Markers (optional)

Insert small grey markers where pauses, emphasis, or tone changes are needed:

new Paragraph({ spacing: { before: 60, after: 60 },
  children: [new TextRun({ text: "[Pause 2 sec]", size: 21, color: "999999", italics: true })] })
// Or inline: new TextRun({ text: " [emphasis] ", size: 18, color: "999999", italics: true })

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4. Content Quality Rules

Information Density Guide

Script Type	Duration	Word Count	Core Paragraphs
Short video	30–60 sec	150–300	1–2
Product promotion	2–3 min	500–800	3–4
Presentation / Speech	5–10 min	1200–2500	5–8
Hosting script	Per agenda	Per segment	Per segment

Scene-Specific Prohibitions

1. No spec dumping: Do not list all product specifications in tables. Select 2–3 most persuasive data points and express them through scenarios
2. No information contradiction: Model numbers, prices, data appearing multiple times must be perfectly consistent
3. No report tone: No "in conclusion", "research indicates", "as mentioned above" — this is spoken word
4. No lengthy citations: Broadcast scripts do not need quotes, footnotes, or references
5. No dense layout: Paragraphs must have visible spacing — no screen-filling text walls

Product Promotion Specific Rules

• Opening: Lead with pain point / scenario ("Does your washing machine still smell after a cycle?"), not self-introduction
• Product intro: Compare only 1–2 competitive dimensions at a time — not a full review
• Price anchor: State original/market price first, then discount price — create contrast
• CTA: Explicitly state the action ("Click the link below", "Type 1 in comments")

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5. Palette

Broadcast scripts use clean, simple colors — no complex visual design needed:

const P = {
  primary: "#1A1A1A",    // Title
  body: "#333333",       // Body
  secondary: "#666666",  // Notes
  accent: "#E85D3A",     // Key highlight (warm, energetic)
  surface: "#FFF8F5",    // Background (if needed)
};

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6. Scene-Specific Quality Checks

In addition to universal checks (see references/common-rules.md):

• Total word count within target range (not exceeding)
• Each core paragraph has only 1–2 selling points (no dumping)
• Conversational tone present (not report/formal style)
• Information consistent throughout (model, price, data — no contradictions)
• Paragraph spacing sufficient (visually not crowded)
• Clear attention-grabbing opening + closing CTA