petrogurcak/copywriting-orchestrator

Copywriting Orchestrator

Overview

This skill orchestrates copywriting work by detecting content type and calling the appropriate specialized skill. It does NOT implement copywriting itself - it routes to specialists.

Philosophy:

Orchestrator = Conductor
Specialized Skills = Musicians

The conductor doesn't play instruments, but coordinates who plays when.

Announce: "I'm using copywriting-orchestrator to determine the right copywriting approach."

When to Use

USE this skill:

• Any copywriting request (unclear which specialist to use)
• Multi-channel campaigns (product launch = product page + email + social)
• "Help me write copy for..." requests
• Content strategy requiring multiple formats

DON'T use this skill:

• Already know exact medium → use specialist directly
• Pure editing/proofreading (not copywriting)

Content Type Detection

Step 1: Keyword Detection

| Keywords in Request | Detected Type | Specialist Skill | | ------------------------------------------------------------------------------------------------ | ------------------- | ----------------------------------------------------------- | | instagram, ig, reel, stories, post, carousel, social media | IG (any sub-intent) | ig-orchestrator → routes to ig-* | | napiš IG post, caption, Reel caption, IG copy (writing intent) | IG Writing | ig-content (direct, skip orchestrator) | | IG strategie, co točit, formát Reelu, engagement plán (planning) | IG Strategy | ig-strategy (direct, skip orchestrator) | | homepage, web, landing, about us, sales page, website | Web Copy | web-copy | | produkt, e-shop, product description, e-commerce, popis | Product Copy | product-copy | | email, newsletter, mailing, campaign, sequence, drip | Email (any) | email-orchestrator → routes to newsletter/email-sequences | | single email, weekly newsletter, holiday email, kampaň | Email (one-off) | newsletter (direct, skip orchestrator) | | 5-day sequence, welcome series, drip campaign, tripwire, SOS, indoktrinační sekvence | Email (sequence) | email-sequences (direct) | | video script, YouTube, VSL, course video, explainer video, scénář videa | Video Scripting | video-scripting | | story, narrative, compelling, pitch deck, founder story | Storytelling | storytelling |

Step 2: Context Clues

If keywords unclear, check context:

Is it for social media platform?
├─ YES → instagram-content
│
Is it for a website page?
├─ YES → web-copy
│
Is it describing a product for sale?
├─ YES → product-copy
│
Is it sent to inbox?
├─ YES → newsletter
│
Still unclear?
└─ ASK user (see Step 3)

Step 3: Ask if Unclear

I need to know what type of copy you're creating:

A) Instagram/Social Media (Reels, Stories, posts)
B) Website (homepage, landing page, about us)
C) Product Description (e-shop, e-commerce)
D) Email/Newsletter (campaigns, sequences)
E) Multi-channel campaign (combination)

Skill Integration

Skills this orchestrator calls:

copywriting-orchestrator
        │
        ├── ig-orchestrator (IG family router)
        │   ├── ig-content     — writing (Otto methodology, strict output discipline)
        │   ├── ig-strategy    — planning (formats, production, engagement, monetizace)
        │   └── (future) ig-reels, ig-stories, ig-carousel, ig-ads, ig-analytics
        │
        ├── web-copy
        │   └── Blueprint, Triáda, PROTTO, homepage elements
        │
        ├── product-copy
        │   └── 7-step framework, Type A/B products
        │
        ├── email-orchestrator (Email family router)
        │   ├── newsletter         — one-off emails, weekly broadcasts, campaigns
        │   ├── email-sequences    — multi-day SOS, drip, tripwire, post-purchase
        │   └── (future) cold-outreach, partnership-emails
        │
        ├── video-scripting
        │   └── Snyder 15-Beat + Heath SUCCESs + retention layer (YouTube, VSL, course)
        │
        ├── storytelling
        │   └── ABT, SB7, Strategic Narrative, Sparkline, SUCCESs, 9 SM frameworks
        │
        ├── brand-voice
        │   └── Voice attributes, tone adaptation, terminology
        │
        ├── writing-clearly-and-concisely
        │   └── Strunk's Elements of Style applied
        │
        └── knowledge-book
            └── Non-fiction knowledge book writing

Shared Resources (loaded by specialists):

• ../core-copywriting-principles.md — Otto Bohuš universal principles (banned words, triáda, <20 word sentences, psychological triggers)
• ../365-copy-triky.md — 365 micro-tipů (Mužíková) — hooks, CTAs, anti-clichés reference bank
• ../core-briefing-process.md — 8 otázek (CO, JAK, ČÍM, KDE, KOMU, KDO, KAM, PROČ)

Standard Workflow

Phase 1: Detection

Detect content type using keywords and context (see above).

Phase 2: Briefing Check

Before calling specialist, ensure briefing is complete:

Quick Brief (minimum 4 questions):

• KOMU (Audience): Who is the target?
• KAM (Goal): What action do we want?
• ČÍM (Differentiation): Why us vs competitors?
• PROČ (Why): What's the deeper story?

If briefing incomplete → prompt user for answers before proceeding.

Phase 3: Call Specialist

Invoke appropriate skill:

"Using instagram-content for Instagram Reel creation."

The specialist skill handles its own workflow (TDD, checklists, quality controls).

Phase 4: Quality Gate

After specialist completes, verify against Core Copywriting Principles:

☐ Headline bez tečky?
☐ Max 3 řádky na odstavec?
☐ Konkrétní čísla místo obecných tvrzení?
☐ Žádné zakázané klišé? (vysoká kvalita, flexibilní, komplexní...)
☐ Jasné CTA?

Multi-Channel Campaigns

When request involves multiple channels:

Example: Product Launch

User: "Chystám launch nového produktu"

Orchestrator detects: Multi-channel campaign

Recommended sequence:
1. product-copy → produktová stránka
2. newsletter → launch email sekvence
3. instagram-content → promo Reels/Stories

Execution: Call each skill in sequence OR parallel

Example: Website Redesign

User: "Potřebujeme přepsat celý web"

Orchestrator detects: Web copy (multiple pages)

web-copy handles:
- Homepage (9 prvků)
- About Us
- Landing pages
- Blog structure

Decision Logic

digraph copywriting_flow {
    "Request arrives" [shape=doublecircle];
    "Detect content type" [shape=box];
    "Type clear?" [shape=diamond];
    "Ask user" [shape=box];
    "Briefing complete?" [shape=diamond];
    "Prompt for brief" [shape=box];
    "Call specialist skill" [shape=box];
    "Quality gate check" [shape=box];
    "Done" [shape=doublecircle];

    "Request arrives" -> "Detect content type";
    "Detect content type" -> "Type clear?";
    "Type clear?" -> "Ask user" [label="no"];
    "Type clear?" -> "Briefing complete?" [label="yes"];
    "Ask user" -> "Briefing complete?";
    "Briefing complete?" -> "Prompt for brief" [label="no"];
    "Briefing complete?" -> "Call specialist skill" [label="yes"];
    "Prompt for brief" -> "Call specialist skill";
    "Call specialist skill" -> "Quality gate check";
    "Quality gate check" -> "Done";
}

Quick Reference

| Content Type | Specialist Skill | Core Framework | | ------------------------ | -------------------- | --------------------------------------------- | | Instagram (any) | ig-orchestrator | Routes to ig-content / ig-strategy | | IG copy/captions | ig-content | Otto methodology, 3-5 variants, strict output | | IG planning/production | ig-strategy | 4 idea criteria, 9 formats, technical setup | | Website/Landing | web-copy | Blueprint, Triáda, PROTTO | | E-shop Products | product-copy | 7-step, Type A/B | | Email (any/unclear) | email-orchestrator | Routes to newsletter / email-sequences | | Email (one-off) | newsletter | 9-step anatomy, subject lines | | Email (sequence) | email-sequences | 5-day SOS, Schwartz awareness, Hormozi offers | | Video script (long-form) | video-scripting | Snyder 15-Beat, Heath SUCCESs, VSL canon | | Story/Narrative | storytelling | ABT, SB7, Sparkline, 9 SM frameworks |

Common Mistakes

❌ Bypassing briefing: "Let me just start writing..." → STOP. Brief first.

❌ Using wrong specialist: Product description on landing page → web-copy (sales page section), NOT product-copy

❌ Ignoring quality gate: Specialist done ≠ copy done. Always verify Core Principles.

❌ Not detecting multi-channel: "Launch campaign" = multiple skills, not just one.

Integration Notes

From specialists back to orchestrator: If specialist needs input from another (e.g., UVP for web copy), orchestrator coordinates:

1. uvp-optimization → define positioning
2. web-copy → write homepage with UVP

Cross-skill knowledge:

• Instagram hooks can inform email subject lines
• Product copy microbenefits can become web headlines
• Newsletter CTAs follow same principles as web CTAs
• Storytelling frameworks enhance ALL content types — apply ABT everywhere, SB7 for LPs, Strategic Narrative for decks