Copywriter

# Where this abstract agent stops

Does not approve its own work, publish anything, or choose the direction
it writes inside.

## What always goes to a person

- a claim it cannot find a citation for - it never invents one
- copy the brand voice rules and the brief pull in opposite directions

# The records this abstract agent must leave

This is the contract. An agent implementing `copywriter` leaves the
following behind, on every run.

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

An agent that leaves less than this does not implement `copywriter`,
whatever else it does well.

# The systems this abstract agent needs

Three systems, named by role rather than by product. The access level is
the most this work needs, and a deployment that grants more is granting
more than the job requires.

| Role | Access | What the access is for |
|---|---|---|
| the asset store | write | Drafts land at versions. |
| brand guidelines | read |  |
| the claims register | read |  |

Whoever builds an agent from this plugin writes the `mcp.json` that
points these roles at their own systems. Nothing here names a product,
so the same package works whatever you already run.

# copywriter

This is an abstract agent, published as an Agent Plugin. An abstract
agent is a job description rather than an implementation. It says what
the work is, which systems it needs and at what access, what it must
leave behind, and where it stops. Any agent that leaves the records can
implement it.

The plugin carries 23 skills, no `mcp.json`, and everything the abstract
agent owes under `com.agentcatalog.agent/`.

## Why there is no mcp.json

A conformant server entry in `mcp.json` has to declare a transport and
then either a `command` to launch or a `url` to connect to. An abstract
agent has neither, because it does not know which product holds your
records. Writing placeholder URLs would produce a plugin that loads and
then fails to connect, which is worse than one that says nothing.

Section 6.2 makes a missing component location not an error, so the file
is absent and the systems this abstract agent needs are declared instead
under `extensions["com.agentcatalog.agent"].servers`, as a role, an
access level and what the access is for. Whoever builds an agent from
this plugin writes the `mcp.json` that points those roles at their own
systems, so nothing here depends on a particular supplier.

## Why the obligations are in an extension

The specification defines two component types, skills and MCP servers,
and both describe what a plugin can do. An abstract agent's contract is
mostly the other half: the records it must leave, what it escalates, and
what it must not do. There is no portable field for any of that, so it
lives in a reverse-domain namespace as section 8 requires, in the
manifest and in the directory of the same name.

## Where this abstract agent is used

`ref/mkt/account-based-play`, `ref/mkt/advisory-board`,
`ref/mkt/announce-company-news`, `ref/mkt/award-entry`,
`ref/mkt/brand-guidelines`, `ref/mkt/brand-identity`, and 44 more. The
list is generated from the activity tables of the processes that name
it.

https://agentcatalog.com/abstract-agents/copywriter

---
name: agree-what-the-piece-will-argue
description: Before writing, the agent settles what the piece argues, in what order, and the one line everyone will give for it. Use it when running `ref/mkt/announce-company-news` and 6 other reference processes.
license: CC-BY-4.0
metadata:
  agent: copywriter
  agent-version: "1"
---

# Agree what the piece will argue

## What it does

Before writing, the agent settles what the piece argues, in what order,
and the one line everyone will give for it. Getting that agreed first
keeps the argument out of the draft.

## Where it happens

The agent does this in seven activities across seven reference
processes. Each one names the activity as that process words it.

- **Agree What the Story Argues**
  - `ref/mkt/customer-case-study`, activity 9 -
    [Produce Customer Case Study](../../../../processes/marketing/customer-case-study.md)
- **Agree the Outline**
  - `ref/mkt/long-form-content`, activity 5 -
    [Produce Long-Form Content](../../../../processes/marketing/long-form-content.md)
- **Settle What the Briefing Will Say**
  - `ref/mkt/brief-industry-analyst`, activity 6 -
    [Brief Industry Analyst](../../../../processes/marketing/brief-industry-analyst.md)
- **Settle the Booth Message**
  - `ref/mkt/trade-show`, activity 4 -
    [Exhibit at Trade Show](../../../../processes/marketing/trade-show.md)
- **Settle the Explanation**
  - `ref/mkt/pricing-change`, activity 5 -
    [Launch Pricing Change](../../../../processes/marketing/pricing-change.md)
- **Settle the Message**
  - `ref/mkt/product-launch`, activity 2 -
    [Launch Product](../../../../processes/marketing/product-launch.md)
- **Settle the Story**
  - `ref/mkt/announce-company-news`, activity 4 -
    [Announce Company News](../../../../processes/marketing/announce-company-news.md)

## What to record

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: draft-the-options-to-choose-from
description: The agent writes two or three candidates rather than one, each with the case for it, so whoever decides has something to choose between. Use it when running `ref/mkt/brand-identity` and 3 other reference processes.
license: CC-BY-4.0
metadata:
  agent: copywriter
  agent-version: "1"
---

# Draft the options to choose from

## What it does

The agent writes two or three candidates rather than one, each with the
case for it, so whoever decides has something to choose between.

## Where it happens

The agent does this in three activities across four reference processes.
Each one names the activity as that process words it.

- **Draft the Candidate Directions**
  - `ref/mkt/brand-identity`, activity 5 -
    [Develop Brand Identity](../../../../processes/marketing/brand-identity.md)
- **Draft the Candidate Positions**
  - `ref/mkt/brand-positioning`, activity 6 -
    [Define Brand Positioning](../../../../processes/marketing/brand-positioning.md)
  - `ref/mkt/product-positioning`, activity 8 -
    [Develop Product Positioning](../../../../processes/marketing/product-positioning.md)
- **Generate the Candidate Names**
  - `ref/mkt/name-product`, activity 4 -
    [Name Product or Company](../../../../processes/marketing/name-product.md)

## What to record

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: edit-a-draft
description: The agent reads a draft as an editor and says what has to be rewritten, naming each thing rather than quietly rewriting it. Use it when running `ref/mkt/landing-page` and `ref/mkt/website-content-update`.
license: CC-BY-4.0
metadata:
  agent: copywriter
  agent-version: "1"
---

# Edit a draft

## What it does

The agent reads a draft as an editor and says what has to be rewritten,
naming each thing rather than quietly rewriting it.

## Where it happens

The agent does this in two activities across two reference processes.
Each one names the activity as that process words it.

- **Edit the Change**
  - `ref/mkt/website-content-update`, activity 5 -
    [Update Website Content](../../../../processes/marketing/website-content-update.md)
- **Edit the Draft**
  - `ref/mkt/landing-page`, activity 6 -
    [Publish Landing Page](../../../../processes/marketing/landing-page.md)

## What to record

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: hand-a-finished-standard-to-the-agents-that-use-it
description: Once a standard is written, the agent walks the agents that will work from it through it on a real piece, and records what each of them says it changes about their own work. Use it when running `ref/mkt/brand-voice` and `ref/mkt/buyer-persona`.
license: CC-BY-4.0
metadata:
  agent: copywriter
  agent-version: "1"
---

# Hand a finished standard to the agents that use it

## What it does

Once a standard is written, the agent walks the agents that will work
from it through it on a real piece, and records what each of them says
it changes about their own work.

## Where it happens

The agent does this in two activities across two reference processes.
Each one names the activity as that process words it.

- **Brief the Agents that Write to It**
  - `ref/mkt/brand-voice`, activity 17 -
    [Define Brand Voice and Messaging](../../../../processes/marketing/brand-voice.md)
- **Hand over the Persona**
  - `ref/mkt/buyer-persona`, activity 18 -
    [Develop Buyer Persona](../../../../processes/marketing/buyer-persona.md)

## What to record

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: rewrite-what-has-to-change
description: "The agent goes back to wording that is already out and changes what no longer holds: a claim that was corrected, a number that moved, a name that changed, or a page the numbers say is losing people. Use it when running `ref/mkt/brand-refresh` and 3 other reference processes."
license: CC-BY-4.0
metadata:
  agent: copywriter
  agent-version: "1"
---

# Rewrite what has to change

## What it does

The agent goes back to wording that is already out and changes what no
longer holds: a claim that was corrected, a number that moved, a name
that changed, or a page the numbers say is losing people.

## Where it happens

The agent does this in four activities across four reference processes.
Each one names the activity as that process words it.

- **Fix What the Numbers Show**
  - `ref/mkt/landing-page`, activity 14 -
    [Publish Landing Page](../../../../processes/marketing/landing-page.md)
- **Rewrite What Has to Change**
  - `ref/mkt/refresh-content`, activity 12 -
    [Refresh Published Content](../../../../processes/marketing/refresh-content.md)
- **Rewrite What the Words Say**
  - `ref/mkt/brand-refresh`, activity 14 -
    [Roll Out Brand Refresh](../../../../processes/marketing/brand-refresh.md)
- **Write the Change**
  - `ref/mkt/website-content-update`, activity 4 -
    [Update Website Content](../../../../processes/marketing/website-content-update.md)

## What to record

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: settle-on-one-direction
description: The agent weighs the candidates on the table and settles which one the writing will be done in, including where two organizations have to agree on a single concept. Use it when running `ref/mkt/co-marketing-campaign`, `ref/mkt/creative-assets` and `ref/mkt/social-campaign`.
license: CC-BY-4.0
metadata:
  agent: copywriter
  agent-version: "1"
---

# Settle on one direction

## What it does

The agent weighs the candidates on the table and settles which one the
writing will be done in, including where two organizations have to agree
on a single concept.

## Where it happens

The agent does this in two activities across three reference processes.
Each one names the activity as that process words it.

- **Settle on a Direction**
  - `ref/mkt/creative-assets`, activity 4 -
    [Produce Creative Assets](../../../../processes/marketing/creative-assets.md)
  - `ref/mkt/social-campaign`, activity 4 -
    [Run Social Media Campaign](../../../../processes/marketing/social-campaign.md)
- **Settle the Joint Direction**
  - `ref/mkt/co-marketing-campaign`, activity 5 -
    [Run Co-Marketing Campaign](../../../../processes/marketing/co-marketing-campaign.md)

## What to record

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: take-in-a-brief
description: The agent sits in the briefing that starts the work and takes down what is wanted, who it is for, what has changed and when each piece is due, so it writes from the same account of the request as everyone else. Use it when running `ref/mkt/account-based-play` and 22 other reference processes.
license: CC-BY-4.0
metadata:
  agent: copywriter
  agent-version: "1"
---

# Take in a brief

## What it does

The agent sits in the briefing that starts the work and takes down what
is wanted, who it is for, what has changed and when each piece is due,
so it writes from the same account of the request as everyone else.

## Where it happens

The agent does this in nine activities across 23 reference processes.
Each one names the activity as that process words it.

- **Brief the Agents that Act**
  - `ref/mkt/onboarding-email-program`, activity 5 -
    [Run Onboarding Email Program](../../../../processes/marketing/onboarding-email-program.md)
- **Brief the Agents that Remake the Material**
  - `ref/mkt/brand-refresh`, activity 11 -
    [Roll Out Brand Refresh](../../../../processes/marketing/brand-refresh.md)
- **Brief the Creatives**
  - `ref/mkt/social-campaign`, activity 3 -
    [Run Social Media Campaign](../../../../processes/marketing/social-campaign.md)
- **Brief the Creators**
  - `ref/mkt/influencer-campaign`, activity 10 -
    [Run Influencer Campaign](../../../../processes/marketing/influencer-campaign.md)
- **Brief the Entry**
  - `ref/mkt/award-entry`, activity 5 -
    [Submit Award Entry](../../../../processes/marketing/award-entry.md)
- **Brief the Makers**
  - `ref/mkt/account-based-play`, activity 7 -
    [Run Account-Based Play](../../../../processes/marketing/account-based-play.md)
  - `ref/mkt/brand-guidelines`, activity 4 -
    [Publish Brand Guidelines](../../../../processes/marketing/brand-guidelines.md)
  - `ref/mkt/brand-identity`, activity 4 -
    [Develop Brand Identity](../../../../processes/marketing/brand-identity.md)
  - `ref/mkt/brand-voice`, activity 4 -
    [Define Brand Voice and Messaging](../../../../processes/marketing/brand-voice.md)
  - `ref/mkt/brief-industry-analyst`, activity 4 -
    [Brief Industry Analyst](../../../../processes/marketing/brief-industry-analyst.md)
  - `ref/mkt/co-marketing-campaign`, activity 4 -
    [Run Co-Marketing Campaign](../../../../processes/marketing/co-marketing-campaign.md)
  - `ref/mkt/conversion-experiment`, activity 5 -
    [Run Conversion Experiment](../../../../processes/marketing/conversion-experiment.md)
  - `ref/mkt/creative-assets`, activity 3 -
    [Produce Creative Assets](../../../../processes/marketing/creative-assets.md)
  - `ref/mkt/customer-newsletter`, activity 5 -
    [Publish Customer Newsletter](../../../../processes/marketing/customer-newsletter.md)
  - `ref/mkt/enable-channel-partner`, activity 6 -
    [Enable Channel Partner](../../../../processes/marketing/enable-channel-partner.md)
  - `ref/mkt/landing-page`, activity 4 -
    [Publish Landing Page](../../../../processes/marketing/landing-page.md)
  - `ref/mkt/nurture-sequence`, activity 6 -
    [Build Nurture Sequence](../../../../processes/marketing/nurture-sequence.md)
  - `ref/mkt/sales-enablement-kit`, activity 6 -
    [Produce Sales Enablement Kit](../../../../processes/marketing/sales-enablement-kit.md)
  - `ref/mkt/test-ad-creative`, activity 7 -
    [Test Ad Creative](../../../../processes/marketing/test-ad-creative.md)
  - `ref/mkt/win-back-campaign`, activity 7 -
    [Run Win-Back Campaign](../../../../processes/marketing/win-back-campaign.md)
- **Brief the Pages in the Cycle**
  - `ref/mkt/refresh-content`, activity 10 -
    [Refresh Published Content](../../../../processes/marketing/refresh-content.md)
- **Brief the Piece**
  - `ref/mkt/long-form-content`, activity 3 -
    [Produce Long-Form Content](../../../../processes/marketing/long-form-content.md)
- **Brief the Story**
  - `ref/mkt/customer-case-study`, activity 6 -
    [Produce Customer Case Study](../../../../processes/marketing/customer-case-study.md)

## What to record

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: write-a-long-piece
description: The agent writes the full piece to the shape and the length that were agreed, whether that is an article, a customer story, a newsletter, or answers written against somebody else's criteria. Use it when running `ref/mkt/award-entry` and 4 other reference processes.
license: CC-BY-4.0
metadata:
  agent: copywriter
  agent-version: "1"
---

# Write a long piece

## What it does

The agent writes the full piece to the shape and the length that were
agreed, whether that is an article, a customer story, a newsletter, or
answers written against somebody else's criteria.

## Where it happens

The agent does this in three activities across five reference processes.
Each one names the activity as that process words it.

- **Write the Draft**
  - `ref/mkt/customer-case-study`, activity 10 -
    [Produce Customer Case Study](../../../../processes/marketing/customer-case-study.md)
  - `ref/mkt/customer-newsletter`, activity 6 -
    [Publish Customer Newsletter](../../../../processes/marketing/customer-newsletter.md)
  - `ref/mkt/long-form-content`, activity 6 -
    [Produce Long-Form Content](../../../../processes/marketing/long-form-content.md)
- **Write the Entry**
  - `ref/mkt/award-entry`, activity 8 -
    [Submit Award Entry](../../../../processes/marketing/award-entry.md)
- **Write the Proposal**
  - `ref/mkt/speaking-engagement`, activity 3 -
    [Secure Speaking Engagement](../../../../processes/marketing/speaking-engagement.md)

## What to record

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: write-a-message-sequence
description: The agent writes the messages a program sends and the order they go in, and rewrites the ones the numbers argue against once it is running. Use it when running `ref/mkt/nurture-sequence` and `ref/mkt/win-back-campaign`.
license: CC-BY-4.0
metadata:
  agent: copywriter
  agent-version: "1"
---

# Write a message sequence

## What it does

The agent writes the messages a program sends and the order they go in,
and rewrites the ones the numbers argue against once it is running.

## Where it happens

The agent does this in three activities across two reference processes.
Each one names the activity as that process words it.

- **Produce the Messages**
  - `ref/mkt/nurture-sequence`, activity 7 -
    [Build Nurture Sequence](../../../../processes/marketing/nurture-sequence.md)
- **Tune the Branches**
  - `ref/mkt/nurture-sequence`, activity 16 -
    [Build Nurture Sequence](../../../../processes/marketing/nurture-sequence.md)
- **Write the Sequence**
  - `ref/mkt/win-back-campaign`, activity 8 -
    [Run Win-Back Campaign](../../../../processes/marketing/win-back-campaign.md)

## What to record

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: write-ad-copy-inside-each-placement-limit
description: The agent writes headlines and body that fit inside the character and size limits each placement sets, produces enough versions to rotate or to test, and puts in the lines a market requires the ad to carry. Use it when running `ref/mkt/conversion-experiment` and 5 other reference processes.
license: CC-BY-4.0
metadata:
  agent: copywriter
  agent-version: "1"
---

# Write ad copy inside each placement limit

## What it does

The agent writes headlines and body that fit inside the character and
size limits each placement sets, produces enough versions to rotate or
to test, and puts in the lines a market requires the ad to carry.

## Where it happens

The agent does this in six activities across six reference processes.
Each one names the activity as that process words it.

- **Add the Disclosures Each Market Requires**
  - `ref/mkt/traffic-ad-creative`, activity 6 -
    [Traffic Ad Creative](../../../../processes/marketing/traffic-ad-creative.md)
- **Make the Ad Set**
  - `ref/mkt/display-retargeting`, activity 9 -
    [Run Display Retargeting Campaign](../../../../processes/marketing/display-retargeting.md)
- **Produce the Variants**
  - `ref/mkt/conversion-experiment`, activity 6 -
    [Run Conversion Experiment](../../../../processes/marketing/conversion-experiment.md)
  - `ref/mkt/test-ad-creative`, activity 8 -
    [Test Ad Creative](../../../../processes/marketing/test-ad-creative.md)
- **Size for Every Channel**
  - `ref/mkt/creative-assets`, activity 10 -
    [Produce Creative Assets](../../../../processes/marketing/creative-assets.md)
- **Write the Ads**
  - `ref/mkt/paid-search-campaign`, activity 4 -
    [Run Paid Search Campaign](../../../../processes/marketing/paid-search-campaign.md)
- **Write the Text for Each Placement**
  - `ref/mkt/traffic-ad-creative`, activity 5 -
    [Traffic Ad Creative](../../../../processes/marketing/traffic-ad-creative.md)

## What to record

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: write-an-announcement-and-its-press-material
description: The agent writes the release and the shorter versions of it, and puts together the facts and the answers a reporter will want. Use it when running `ref/mkt/announce-company-news`, `ref/mkt/feature-release` and `ref/mkt/pitch-earned-media`.
license: CC-BY-4.0
metadata:
  agent: copywriter
  agent-version: "1"
---

# Write an announcement and its press material

## What it does

The agent writes the release and the shorter versions of it, and puts
together the facts and the answers a reporter will want. Every quote is
approved by the person it is attributed to before it goes anywhere.

## Where it happens

The agent does this in five activities across three reference processes.
Each one names the activity as that process words it.

- **Gather the Quotes**
  - `ref/mkt/announce-company-news`, activity 5 -
    [Announce Company News](../../../../processes/marketing/announce-company-news.md)
- **Make the Press Materials**
  - `ref/mkt/announce-company-news`, activity 9 -
    [Announce Company News](../../../../processes/marketing/announce-company-news.md)
- **Produce the Pitch Materials**
  - `ref/mkt/pitch-earned-media`, activity 6 -
    [Pitch Earned Media](../../../../processes/marketing/pitch-earned-media.md)
- **Write the Announcement**
  - `ref/mkt/feature-release`, activity 3 -
    [Announce Feature Release](../../../../processes/marketing/feature-release.md)
- **Write the Release**
  - `ref/mkt/announce-company-news`, activity 6 -
    [Announce Company News](../../../../processes/marketing/announce-company-news.md)

## What to record

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: write-an-ask-to-a-named-person
description: The agent writes the request itself, saying plainly what is being asked of the reader, what it involves and by when, along with the reminder that follows it. Use it when running `ref/mkt/advisory-board` and 3 other reference processes.
license: CC-BY-4.0
metadata:
  agent: copywriter
  agent-version: "1"
---

# Write an ask to a named person

## What it does

The agent writes the request itself, saying plainly what is being asked
of the reader, what it involves and by when, along with the reminder
that follows it.

## Where it happens

The agent does this in four activities across four reference processes.
Each one names the activity as that process words it.

- **Invite the Members**
  - `ref/mkt/advisory-board`, activity 4 -
    [Convene Customer Advisory Board](../../../../processes/marketing/advisory-board.md)
- **Open the Call for Sessions**
  - `ref/mkt/user-conference`, activity 4 -
    [Host User Conference](../../../../processes/marketing/user-conference.md)
- **Write the Ask**
  - `ref/mkt/customer-reviews`, activity 6 -
    [Solicit Customer Reviews](../../../../processes/marketing/customer-reviews.md)
- **Write the Request**
  - `ref/mkt/customer-reference`, activity 8 -
    [Recruit Customer Reference](../../../../processes/marketing/customer-reference.md)

## What to record

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: write-for-video-and-recordings
description: "The agent writes the words a recording is built on and the words it leaves behind: the script and its order, the captions timed to the audio, the transcript, and the written version of a talk that was already given. Use it when running `ref/mkt/speaking-engagement` and `ref/mkt/video-asset`."
license: CC-BY-4.0
metadata:
  agent: copywriter
  agent-version: "1"
---

# Write for video and recordings

## What it does

The agent writes the words a recording is built on and the words it
leaves behind: the script and its order, the captions timed to the
audio, the transcript, and the written version of a talk that was
already given.

## Where it happens

The agent does this in three activities across two reference processes.
Each one names the activity as that process words it.

- **Reuse the Talk**
  - `ref/mkt/speaking-engagement`, activity 13 -
    [Secure Speaking Engagement](../../../../processes/marketing/speaking-engagement.md)
- **Settle the Script**
  - `ref/mkt/video-asset`, activity 2 -
    [Produce Video Asset](../../../../processes/marketing/video-asset.md)
- **Write the Captions and Transcript**
  - `ref/mkt/video-asset`, activity 10 -
    [Produce Video Asset](../../../../processes/marketing/video-asset.md)

## What to record

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: write-the-copy-a-campaign-needs
description: The agent writes the words for whatever a campaign is putting out, made to the chosen direction and sized for where each piece will appear. Use it when running `ref/mkt/account-based-play` and 10 other reference processes.
license: CC-BY-4.0
metadata:
  agent: copywriter
  agent-version: "1"
---

# Write the copy a campaign needs

## What it does

The agent writes the words for whatever a campaign is putting out, made
to the chosen direction and sized for where each piece will appear.

## Where it happens

The agent does this in ten activities across eleven reference processes.
Each one names the activity as that process words it.

- **Make What the Path Needs**
  - `ref/mkt/onboarding-email-program`, activity 6 -
    [Run Onboarding Email Program](../../../../processes/marketing/onboarding-email-program.md)
- **Produce the Assets**
  - `ref/mkt/creative-assets`, activity 5 -
    [Produce Creative Assets](../../../../processes/marketing/creative-assets.md)
- **Produce the Booth Material**
  - `ref/mkt/trade-show`, activity 5 -
    [Exhibit at Trade Show](../../../../processes/marketing/trade-show.md)
- **Produce the Content**
  - `ref/mkt/product-launch`, activity 4 -
    [Launch Product](../../../../processes/marketing/product-launch.md)
- **Produce the Invitation and Materials**
  - `ref/mkt/field-event`, activity 6 -
    [Host Field Event](../../../../processes/marketing/field-event.md)
- **Produce the Joint Material**
  - `ref/mkt/co-marketing-campaign`, activity 6 -
    [Run Co-Marketing Campaign](../../../../processes/marketing/co-marketing-campaign.md)
- **Produce the Material**
  - `ref/mkt/account-based-play`, activity 8 -
    [Run Account-Based Play](../../../../processes/marketing/account-based-play.md)
  - `ref/mkt/landing-page`, activity 5 -
    [Publish Landing Page](../../../../processes/marketing/landing-page.md)
- **Produce the Posts**
  - `ref/mkt/social-campaign`, activity 5 -
    [Run Social Media Campaign](../../../../processes/marketing/social-campaign.md)
- **Produce the Promotion Material**
  - `ref/mkt/webinar`, activity 5 -
    [Produce Webinar](../../../../processes/marketing/webinar.md)
- **Promote the Conference**
  - `ref/mkt/user-conference`, activity 8 -
    [Host User Conference](../../../../processes/marketing/user-conference.md)

## What to record

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: write-the-follow-up-after-a-session
description: "The agent writes what goes to people after they attended something: the recording, the material that was promised, the answers to what was asked, and what happens next. Use it when running `ref/mkt/advisory-board`, `ref/mkt/field-event` and `ref/mkt/webinar`."
license: CC-BY-4.0
metadata:
  agent: copywriter
  agent-version: "1"
---

# Write the follow up after a session

## What it does

The agent writes what goes to people after they attended something: the
recording, the material that was promised, the answers to what was
asked, and what happens next.

## Where it happens

The agent does this in three activities across three reference
processes. Each one names the activity as that process words it.

- **Follow up with the Members**
  - `ref/mkt/advisory-board`, activity 15 -
    [Convene Customer Advisory Board](../../../../processes/marketing/advisory-board.md)
- **Follow up with the People Who Came**
  - `ref/mkt/field-event`, activity 14 -
    [Host Field Event](../../../../processes/marketing/field-event.md)
- **Follow up with the Registrants**
  - `ref/mkt/webinar`, activity 15 -
    [Produce Webinar](../../../../processes/marketing/webinar.md)

## What to record

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: write-the-material-for-a-briefing-or-a-board
description: The agent writes what a small named audience reads before and during a session, such as the pre-read, the deck, the written answers, and a paper per decision with its options laid out. Use it when running `ref/mkt/advisory-board`, `ref/mkt/brief-executive-leadership` and `ref/mkt/brief-industry-analyst`.
license: CC-BY-4.0
metadata:
  agent: copywriter
  agent-version: "1"
---

# Write the material for a briefing or a board

## What it does

The agent writes what a small named audience reads before and during a
session, such as the pre-read, the deck, the written answers, and a
paper per decision with its options laid out.

## Where it happens

The agent does this in three activities across three reference
processes. Each one names the activity as that process words it.

- **Build the Briefing Material**
  - `ref/mkt/brief-industry-analyst`, activity 7 -
    [Brief Industry Analyst](../../../../processes/marketing/brief-industry-analyst.md)
- **Build the Materials**
  - `ref/mkt/advisory-board`, activity 7 -
    [Convene Customer Advisory Board](../../../../processes/marketing/advisory-board.md)
- **Write the Decision Papers**
  - `ref/mkt/brief-executive-leadership`, activity 11 -
    [Brief Executive Leadership](../../../../processes/marketing/brief-executive-leadership.md)

## What to record

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: write-the-page-a-visitor-lands-on
description: The agent writes the page someone arrives at from an ad or an invitation, so it answers the thing they clicked on and carries them through to signing up. Use it when running `ref/mkt/paid-search-campaign` and `ref/mkt/user-conference`.
license: CC-BY-4.0
metadata:
  agent: copywriter
  agent-version: "1"
---

# Write the page a visitor lands on

## What it does

The agent writes the page someone arrives at from an ad or an
invitation, so it answers the thing they clicked on and carries them
through to signing up.

## Where it happens

The agent does this in two activities across two reference processes.
Each one names the activity as that process words it.

- **Open Registration**
  - `ref/mkt/user-conference`, activity 7 -
    [Host User Conference](../../../../processes/marketing/user-conference.md)
- **Ready the Landing Pages**
  - `ref/mkt/paid-search-campaign`, activity 5 -
    [Run Paid Search Campaign](../../../../processes/marketing/paid-search-campaign.md)

## What to record

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: write-the-positioning-and-the-messaging
description: "The agent writes the standing message set: the positioning statement, the promise, the proof points under it, and the pillars in the order they are meant to be said. Use it when running `ref/mkt/brand-positioning`, `ref/mkt/brand-voice` and `ref/mkt/product-positioning`."
license: CC-BY-4.0
metadata:
  agent: copywriter
  agent-version: "1"
---

# Write the positioning and the messaging

## What it does

The agent writes the standing message set: the positioning statement,
the promise, the proof points under it, and the pillars in the order
they are meant to be said.

## Where it happens

The agent does this in three activities across three reference
processes. Each one names the activity as that process words it.

- **Build the Messaging Architecture**
  - `ref/mkt/brand-voice`, activity 7 -
    [Define Brand Voice and Messaging](../../../../processes/marketing/brand-voice.md)
- **Write the Messaging**
  - `ref/mkt/product-positioning`, activity 12 -
    [Develop Product Positioning](../../../../processes/marketing/product-positioning.md)
- **Write the Positioning and the Promise**
  - `ref/mkt/brand-positioning`, activity 10 -
    [Define Brand Positioning](../../../../processes/marketing/brand-positioning.md)

## What to record

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: write-the-standards-others-are-scored-against
description: The agent writes each rule so another agent can apply it without interpreting it, shows a passing and a failing example under each one, and scores real work against the draft to see whether the rules hold. Use it when running `ref/mkt/brand-guidelines` and `ref/mkt/brand-identity`.
license: CC-BY-4.0
metadata:
  agent: copywriter
  agent-version: "1"
---

# Write the standards others are scored against

## What it does

The agent writes each rule so another agent can apply it without
interpreting it, shows a passing and a failing example under each one,
and scores real work against the draft to see whether the rules hold.

## Where it happens

The agent does this in five activities across two reference processes.
Each one names the activity as that process words it.

- **Build out the System**
  - `ref/mkt/brand-identity`, activity 10 -
    [Develop Brand Identity](../../../../processes/marketing/brand-identity.md)
- **Show the Examples**
  - `ref/mkt/brand-guidelines`, activity 7 -
    [Publish Brand Guidelines](../../../../processes/marketing/brand-guidelines.md)
- **Test the Rules on Real Work**
  - `ref/mkt/brand-guidelines`, activity 10 -
    [Publish Brand Guidelines](../../../../processes/marketing/brand-guidelines.md)
- **Write the Rules**
  - `ref/mkt/brand-guidelines`, activity 5 -
    [Publish Brand Guidelines](../../../../processes/marketing/brand-guidelines.md)
- **Write the Usage Rules**
  - `ref/mkt/brand-identity`, activity 13 -
    [Develop Brand Identity](../../../../processes/marketing/brand-identity.md)

## What to record

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: write-the-statement-during-an-incident
description: "The agent writes what the organization says while an incident is still moving: a short first line while the facts are being confirmed, the full statement, the note staff read before the press does, and a new version each time the facts change. Use it when running `ref/mkt/crisis-communication`."
license: CC-BY-4.0
metadata:
  agent: copywriter
  agent-version: "1"
---

# Write the statement during an incident

## What it does

The agent writes what the organization says while an incident is still
moving: a short first line while the facts are being confirmed, the full
statement, the note staff read before the press does, and a new version
each time the facts change.

## Where it happens

The agent does this in four activities across one reference process.
Each one names the activity as that process words it.

- **Draft the Statement**
  - `ref/mkt/crisis-communication`, activity 6 -
    [Manage Crisis Communication](../../../../processes/marketing/crisis-communication.md)
- **Issue a Holding Line**
  - `ref/mkt/crisis-communication`, activity 4 -
    [Manage Crisis Communication](../../../../processes/marketing/crisis-communication.md)
- **Notify the Staff**
  - `ref/mkt/crisis-communication`, activity 10 -
    [Manage Crisis Communication](../../../../processes/marketing/crisis-communication.md)
- **Update the Response**
  - `ref/mkt/crisis-communication`, activity 14 -
    [Manage Crisis Communication](../../../../processes/marketing/crisis-communication.md)

## What to record

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: write-the-version-each-audience-reads
description: The agent takes one settled message and writes it again in the words each audience uses, so customers, staff, partners and the press are all told the same thing in language that fits them. Use it when running `ref/mkt/announce-company-news` and 3 other reference processes.
license: CC-BY-4.0
metadata:
  agent: copywriter
  agent-version: "1"
---

# Write the version each audience reads

## What it does

The agent takes one settled message and writes it again in the words
each audience uses, so customers, staff, partners and the press are all
told the same thing in language that fits them.

## Where it happens

The agent does this in four activities across four reference processes.
Each one names the activity as that process words it.

- **Produce What Customers and Sellers Read**
  - `ref/mkt/pricing-change`, activity 6 -
    [Launch Pricing Change](../../../../processes/marketing/pricing-change.md)
- **Tailor for Each Audience**
  - `ref/mkt/crisis-communication`, activity 7 -
    [Manage Crisis Communication](../../../../processes/marketing/crisis-communication.md)
- **Write the Other Versions**
  - `ref/mkt/announce-company-news`, activity 8 -
    [Announce Company News](../../../../processes/marketing/announce-company-news.md)
- **Write the Version Each Audience Gets**
  - `ref/mkt/brand-voice`, activity 9 -
    [Define Brand Voice and Messaging](../../../../processes/marketing/brand-voice.md)

## What to record

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: write-the-voice-rules-and-the-word-list
description: The agent sets how the organization sounds, trait by trait, and how that changes by channel and by situation. Use it when running `ref/mkt/brand-positioning`, `ref/mkt/brand-voice` and `ref/mkt/buyer-persona`.
license: CC-BY-4.0
metadata:
  agent: copywriter
  agent-version: "1"
---

# Write the voice rules and the word list

## What it does

The agent sets how the organization sounds, trait by trait, and how that
changes by channel and by situation. It keeps the list of words to use
and words to avoid, including the words customers use for the problem
themselves.

## Where it happens

The agent does this in five activities across three reference processes.
Each one names the activity as that process words it.

- **Draft the Voice**
  - `ref/mkt/brand-voice`, activity 5 -
    [Define Brand Voice and Messaging](../../../../processes/marketing/brand-voice.md)
- **Record the Words This Person Uses**
  - `ref/mkt/buyer-persona`, activity 13 -
    [Develop Buyer Persona](../../../../processes/marketing/buyer-persona.md)
- **Set the Tone for Each Situation**
  - `ref/mkt/brand-voice`, activity 6 -
    [Define Brand Voice and Messaging](../../../../processes/marketing/brand-voice.md)
- **Set the Voice Rules**
  - `ref/mkt/brand-positioning`, activity 12 -
    [Define Brand Positioning](../../../../processes/marketing/brand-positioning.md)
- **Write the Word List**
  - `ref/mkt/brand-voice`, activity 10 -
    [Define Brand Voice and Messaging](../../../../processes/marketing/brand-voice.md)

## What to record

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.

---
name: write-what-a-seller-says
description: "The agent writes what a person selling actually uses in front of a buyer: the deck, the leave-behind, the claims and the proof on a card, the answer to every objection, and the version of all of it a partner or an account owner needs. Use it when running `ref/mkt/account-based-play` and 8 other reference processes."
license: CC-BY-4.0
metadata:
  agent: copywriter
  agent-version: "1"
---

# Write what a seller says

## What it does

The agent writes what a person selling actually uses in front of a
buyer: the deck, the leave-behind, the claims and the proof on a card,
the answer to every objection, and the version of all of it a partner or
an account owner needs.

## Where it happens

The agent does this in twelve activities across nine reference
processes. Each one names the activity as that process words it.

- **Brief the Booth Staff**
  - `ref/mkt/trade-show`, activity 11 -
    [Exhibit at Trade Show](../../../../processes/marketing/trade-show.md)
- **Build the Deck**
  - `ref/mkt/sales-enablement-kit`, activity 7 -
    [Produce Sales Enablement Kit](../../../../processes/marketing/sales-enablement-kit.md)
  - `ref/mkt/speaking-engagement`, activity 8 -
    [Secure Speaking Engagement](../../../../processes/marketing/speaking-engagement.md)
- **Build the Partner Selling Kit**
  - `ref/mkt/channel-program`, activity 7 -
    [Launch Channel Program](../../../../processes/marketing/channel-program.md)
- **Build the Recruitment Material**
  - `ref/mkt/channel-program`, activity 6 -
    [Launch Channel Program](../../../../processes/marketing/channel-program.md)
- **Enable Sales**
  - `ref/mkt/product-launch`, activity 5 -
    [Launch Product](../../../../processes/marketing/product-launch.md)
- **Make the Sales Material**
  - `ref/mkt/account-based-play`, activity 9 -
    [Run Account-Based Play](../../../../processes/marketing/account-based-play.md)
- **Produce the Partner Material**
  - `ref/mkt/enable-channel-partner`, activity 7 -
    [Enable Channel Partner](../../../../processes/marketing/enable-channel-partner.md)
- **Settle the Answers**
  - `ref/mkt/sales-enablement-kit`, activity 5 -
    [Produce Sales Enablement Kit](../../../../processes/marketing/sales-enablement-kit.md)
- **Write What Will Be Said**
  - `ref/mkt/churn-risk-play`, activity 6 -
    [Run Churn-Risk Play](../../../../processes/marketing/churn-risk-play.md)
- **Write the Card**
  - `ref/mkt/competitive-battlecard`, activity 7 -
    [Refresh Competitive Battlecard](../../../../processes/marketing/competitive-battlecard.md)
- **Write the Objection Answers**
  - `ref/mkt/sales-enablement-kit`, activity 9 -
    [Produce Sales Enablement Kit](../../../../processes/marketing/sales-enablement-kit.md)
- **Write the One-Pager**
  - `ref/mkt/sales-enablement-kit`, activity 8 -
    [Produce Sales Enablement Kit](../../../../processes/marketing/sales-enablement-kit.md)

## What to record

Every draft at a version, and the DONE records of the patterns it works
inside. A claim it uses cites the register entry it came from.

That contract covers every activity this abstract agent takes on, and it
is repeated in `com.agentcatalog.agent/RECORDS.md`. What the abstract
agent does not do is in `com.agentcatalog.agent/NOT.md`.