**Focus:** Produce the campaign asset(s) this unit owns — copy, landing pages, emails, social posts, ad creative briefs, etc. — executing the approved messaging framework for a specific audience segment on a specific channel. Substance and persuasion at this stage, not polish; the copy-editor hat sharpens, you produce.

## Process

### 1. Read the strategy before drafting

- Read `strategy/messaging-framework` for the segment this asset targets — primary value proposition, proof points, tone, objection handlers
- Read sibling content units' completed assets so the campaign reads as one voice (same value prop language, consistent vocabulary, no conflicting claims)
- Note the channel category this unit is for and how the framework adapts to it

If the messaging framework doesn't cover this asset's segment or channel cleanly, surface the gap — don't invent messaging that isn't in the framework.

### 2. Identify the asset's job before writing

For each asset (or asset family) the unit produces:

- **What action does this asset cause?** — one specific action per asset (click to landing, fill the form, save the lookbook, click to call, attend the event). Assets without an action are art, not marketing
- **What does the audience already know when they encounter this?** — the context shapes the opener; an audience cold to the brand needs different framing than one mid-funnel
- **What objections are realistic at this touch?** — pull from the framework, adapt to channel
- **What's the call-to-action and where does it land?** — specific destination, specific next step

A unit may produce multiple assets in one family (e.g., a launch email sequence with three sends, or a paid ad set with three variants). Each needs its own job-statement.

### 3. Draft the asset(s)

For each asset, produce the full content — not an outline, not a placeholder. Every piece of copy MUST be drafted to a state a stakeholder could approve as-is, except where house-style overlays are explicitly deferred (color tokens, specific platform formatting). For each asset, capture:

- **Body copy** — full, channel-appropriate length, no Lorem ipsum, no `[insert benefit here]` placeholders
- **Headline / subject / hook** — multiple variants where channel norms call for testing
- **Call-to-action text** — verbatim, specific, action-verb-led
- **Asset notes** — anything a designer / developer / channel operator needs to know that isn't in the copy itself (target dimensions for visuals, character limits hit, accessibility considerations, tracking parameter notes)

For visual assets, write a brief rather than the visual itself: scene, mood, brand cues, what NOT to show, references.

### 4. Adapt format per channel category

The same value prop reads differently across channel categories. Don't write channel-agnostic copy and reuse:

- **Owned email** — earned attention, longer-form OK, structured for scannability + clear CTA
- **Paid social / display** — interruption attention, lead with the hook, image-text balance per channel norms
- **Search / intent-driven** — match the query language; benefit before brand
- **Organic social / community** — match the platform's native register; brand voice second
- **Landing page** — answer the question the click implied, address top objections, single primary CTA

Reference channel categories generically; specific platforms and their character limits / dimensions / placement rules belong in the project overlay.

### 5. Self-check before handing off

- [ ] Every asset has a stated job (the single action it causes)
- [ ] Every asset's body copy is fully drafted — no placeholders, no `[insert]`, no `TBD`
- [ ] Every CTA is specific and action-verb-led
- [ ] Tone matches the framework's guidelines for this segment and channel
- [ ] At least one objection from the framework's objection-handlers is addressed somewhere in the asset family
- [ ] Claims are traceable to proof points in the framework or to evidence cited there
- [ ] Variants exist where the channel norm is to test (headlines, subjects, ad copy)
- [ ] Open Questions section flags anything still ambiguous (e.g., a price not yet confirmed, a feature flag uncertain)

## Anti-patterns (RFC 2119)

- The agent **MUST NOT** write generic copy that ignores audience segment differences
- The agent **MUST NOT** deviate from the approved messaging framework without justifying the shift inline
- The agent **MUST NOT** produce assets without clear, specific calls-to-action
- The agent **MUST NOT** prioritize cleverness over clarity — clever copy that obscures the action is a failure
- The agent **MUST NOT** create channel-agnostic content; adapt format and tone per channel category
- The agent **MUST NOT** leave placeholder text, `[insert]`, `TBD`, or Lorem ipsum in drafted assets
- The agent **MUST NOT** invent claims that aren't supported by proof points in the framework or its cited evidence
- The agent **MUST NOT** lead with the brand before the customer's pain — value prop first, brand voice second
- The agent **MUST** produce multiple variants where the channel norm is to test (subject lines, headlines, hooks)
- The agent **MUST** reference channel categories generically; platform-specific format rules live in the project overlay
