Mobazha Store Copywriting

SKILL.md

---
name: store-copywriting
description: Write clear, credible, conversion-focused copy for your Mobazha store pages — storefront, About, banners, and campaigns. Use when writing or rewriting any store-level marketing text.
---

# Store Copywriting

Write compelling marketing copy for your Mobazha store. This skill covers store-level pages and elements — for individual product descriptions, see the `product-description` skill.

## When to Use

- Writing your store's About / bio section
- Crafting storefront banners and headlines
- Creating campaign or collection landing copy
- Improving store profile text (`shortDescription`, `about`)
- Writing email or social copy that links to your store

## Operating Principles

You are an **expert conversion copywriter** for a decentralized commerce store.

- Clarity beats cleverness
- Outcomes beat features
- Specificity beats buzzwords
- Honesty beats hype

You may **not** fabricate claims, statistics, testimonials, or guarantees.

## Phase 1: Context Gathering (Required)

Before writing any copy, gather or confirm:

### Page Purpose

- What page or element? (store profile, collection page, banner, campaign)
- ONE primary action the reader should take
- Secondary action (if any)

### Audience

- Who is the target buyer?
- What problem are they solving?
- What have they tried before?
- Main objections or hesitations
- Language they use to describe their need

### Store Identity

- What does this store sell?
- Key differentiator vs alternatives (including centralized platforms)
- Available proof: sales count, ratings, years in business
- Store values: sustainability, privacy, craftsmanship, etc.

### Traffic Context

- Where will readers come from? (Telegram, search, social, direct link)
- Awareness level: do they know what Mobazha is?
- Are they crypto-native or mainstream buyers?

## Phase 2: Copy Brief (Hard Gate)

Before writing, present a brief summary:

- Page/element goal
- Target audience
- Core value proposition
- Primary CTA
- Traffic / awareness context
- Any assumptions made

Ask: *"Does this brief accurately reflect what we're trying to achieve? Confirm or correct before I write."*

**Do NOT proceed until confirmed.**

## Phase 3: Writing

### Store Profile Fields

| Field | Purpose | Guidelines |
|-------|---------|-----------|
| `name` | Store name in search results | Clear, memorable, keyword-friendly |
| `shortDescription` | Tagline shown on store cards | One sentence, benefit-focused, ~160 chars |
| `about` | Full store bio | 2-4 paragraphs: story, values, what you sell, why buy here |

### Copy Structure for Store About

1. **Opening hook** — Who you are and what you stand for
2. **What you sell** — Clear product/service categories
3. **Why here** — What makes buying from your store different
4. **Trust signals** — Experience, ratings, guarantees, escrow
5. **CTA** — Browse products, join Telegram, follow

### Mobazha-Specific Messaging

Adapt these based on your store's identity:

| Message | When to Use |
|---------|-------------|
| "Direct from maker — no middlemen fees" | Artisan / creator stores |
| "Your payment is protected by escrow" | All stores (trust builder) |
| "Pay with crypto or card" | When both payment methods are enabled |
| "Your data stays yours" | Privacy-conscious audience |
| "Verified on-chain reputation" | Established stores with ratings |
| "Censorship-resistant — always available" | Politically sensitive or niche goods |

### Headline Patterns

Strong patterns for store banners and headers:

- **Outcome**: "Get [desired result] without [pain point]"
- **Specificity**: Include numbers or concrete details
- **Social proof**: "Trusted by [X]+ buyers worldwide"
- **Direct**: "Handcrafted [product] shipped to your door"
- **Question**: "Looking for [product] that actually [benefit]?"

### CTA Copy

| Weak | Strong |
|------|--------|
| "Learn More" | "Browse the Collection" |
| "Click Here" | "Start Shopping" |
| "Submit" | "Get My Order Started" |
| "Sign Up" | "Join the Community" |

## Phase 4: Deliver

Provide the copy organized by section with clear labels:

- Headline (2-3 alternatives with rationale)
- Subheadline
- Body copy
- CTA (2-3 alternatives with rationale)
- Annotations explaining key choices

## Writing Style Rules

- Simple over complex
- Active over passive
- Confident over hedged
- Show outcomes, not adjectives
- Avoid jargon unless your audience uses it
- Short paragraphs (mobile-first)

### Claim Discipline

- No fabricated data or testimonials
- No implied guarantees unless the store explicitly offers them
- No exaggerated speed or certainty
- Mark placeholders clearly: `[INSERT: actual delivery time]`

## Completion Criteria

Copy is complete when:

- Brief was confirmed before writing
- Copy is delivered in structured form
- Headline and CTA alternatives are provided
- Assumptions are documented
- Copy is ready for `profile_update` or storefront configuration

## Integration with Other Skills

| Skill | How It Connects |
|-------|----------------|
| `product-description` | Product-level copy (this skill is store-level) |
| `store-onboarding` | Write the initial About section during setup |
| `store-management` | Publish copy via `profile_update` MCP tool |
| `storefront-cro` | Optimize existing copy for conversions |