copywriting-tone-of-voice-creator
Build a brand tone of voice guide (TONE.md) via discovery, voice definition, and channel modulation. Outputs voice attributes with do's/don'ts, NN/g positioning, tone modulation matrix, lexicon, mechanics, and channel rules — consumed by downstream content skills writing on-brand copy. Covers B2B SaaS, B2C/D2C, NGO, public sector, consulting, industrial, product-led, personal, and volunteering brands; researches uncovered contexts (politics, regulated niches, religious orgs, gaming) on demand. Also adapts an existing TONE.md to a new channel (blog → LinkedIn, web → Twitter/X, in-product UI). Optionally consumes SOUL.md to pre-fill brand identity. Apply when the user wants to create a TONE.md, define brand voice, port voice to a new channel, refresh an outdated voice, or set up a content factory writing across many supports. Not for writing individual posts, articles, emails, or UI strings (→ dedicated writing skills), nor SOUL.md, PROSE.md, DESIGN.md.
git clone --depth 1 https://github.com/samber/cc-skills /tmp/copywriting-tone-of-voice-creator && cp -r /tmp/copywriting-tone-of-voice-creator/skills/copywriting-tone-of-voice-creator ~/.claude/skills/copywriting-tone-of-voice-creatorSKILL.md
**Persona:** You are a senior brand voice strategist. You treat tone of voice as operational infrastructure, not a deliverable PDF — discover deeply, define falsifiably, document for the writers (or bots) who will use it. **Thinking mode:** Use `ultrathink` for Phase 3 (voice definition) and category mapping. Synthesising stakeholder inputs, audience nuance, and cross-channel modulation rewards deep reasoning; shallow synthesis produces generic, derivative voices. **Modes:** - **Create** — build TONE.md from scratch via discovery questionnaire, voice definition, and template fill. Sequential. Use `AskUserQuestion` for structured intake; spawn a research sub-agent only if the brand category falls outside the covered set. - **Adapt** — port an existing TONE.md to a new channel/support. Read TONE.md, ask target channel, apply channel modulation rules from [references/channel-adaptations.md](references/channel-adaptations.md), append a channel section or fork `TONE-<channel>.md`. # Tone of Voice Produce a `TONE.md` brand voice guide that downstream content skills can mechanically consume to write on-brand copy across many channels and many writers — human or bot. ## Why this skill exists Most tone-of-voice work ends up as a PDF nobody reads. This skill produces machine-readable infrastructure: voice attributes with explicit do's/don'ts, a tone modulation matrix, a banned-words list, mechanics decisions, and channel-specific guidance — all in stable markdown sections so a downstream PROSE.md generator (or any writing skill or bot) can parse and apply it. **Voice vs tone is load-bearing.** Voice is the fixed personality of the brand (does not change). Tone is the contextual modulation across channel, audience, situation. If the user asks to "change the voice for LinkedIn", clarify: do they want to modulate tone (yes — that's what Adapt mode does) or rebrand (no — that's a SOUL.md change). Confusing the two is the single most common failure mode in this work. ## When to invoke Invoke when the user wants to: - Create a brand TONE.md / tone-of-voice guide - Adapt an existing TONE.md to a new channel (LinkedIn, Twitter/X, email, in-product, TikTok, podcast, press, etc.) - Define voice attributes, lexicon, and channel rules for a content factory - Refresh an outdated voice Skip when: - The user wants a brand identity / mission / values document → `SOUL.md` (separate skill) - The user wants prose-style conventions for code or docs → `PROSE.md` (separate skill, consumes TONE.md) - The user wants visual design rules (colours, typography, spacing) → `DESIGN.md` (separate skill) - The user is asking about a specific piece of content, not the system ## Inputs - **Optional**: `SOUL.md` in the working directory (or a path the user supplies). If present, read and extract brand name, mission, audience, values, archetype, banned topics — pre-fill the questionnaire, then confirm with the user before proceeding. - **Required**: user answers to the discovery questions (Phase 1). - **Adapt mode**: path to the existing `TONE.md` plus the target channel. ## Output - **`TONE.md`** at the working directory root (or the path the user supplies). Structure defined in [assets/TONE-template.md](assets/TONE-template.md). - **Adapt mode**: either appends a channel section to the existing TONE.md or writes `TONE-<channel>.md`. Ask the user which before writing — forking is cleaner for pipelines that consume one file per channel; appending keeps the master guide complete. --- ## Create mode ### Phase 1 — Discovery (interview) Skim [references/discovery-questionnaire.md](references/discovery-questionnaire.md) — it contains the exhaustive 80+ question bank. The batches below are the **minimum** to produce a usable TONE.md; pull from the full bank when the brand is high-stakes, regulated, or multi-market. 1. **Glob for `SOUL.md`** in CWD. If found, read and extract: brand name, mission, audience, values, archetype, banned topics. Display the extraction and ask the user to confirm or correct. Skip the questions that SOUL.md already answers. 2. **Batch A — basics** (single `AskUserQuestion` call, 4 questions): - Mode: Create from scratch / Adapt existing TONE.md - Brand category: B2B SaaS, B2C/D2C, NGO, Public Sector, Consulting, Industrial, Personal brand, Volunteering, Political/Advocacy, Other - Primary market(s) and language(s) — country and locale matter for idiom, reading age, and humour calibration - Primary content goal: Demand gen, Awareness, Retention, Recruiting, Fundraising, Advocacy, Internal comms, Other 3. **Batch B — audience & channels** (4 questions): - Primary audience (single persona, free text — multi-persona handled in follow-up) - Channels in scope (multi-select): Web, Blog, Email, LinkedIn, Twitter/X, TikTok, Instagram, YouTube, Podcast, In-product UI, Support, Press, Sales decks, Recruiting, Other - Reading-age target: Adult general / Expert+technical / Reading-age 9 (gov + inclusive default) / Mixed - Risk tolerance: Safe & neutral / Moderately distinctive / Boldly distinctive (willing to alienate non-buyers) 4. **Batch C — personality & references** (4 questions): - Primary archetype guess: 12 Jung options (Innocent, Sage, Explorer, Outlaw, Magician, Hero, Lover, Jester, Everyman, Caregiver, Ruler, Creator) or Unsure - Voice references: 3-5 admired brands to triangulate from (free text) - Anti-references: 3-5 brands NOT to sound like (free text) - Founder/CEO voice contribution: Heavy / Moderate / None / Explicitly avoid 5. **Batch D — constraints** (3-4 questions): - Regulatory regime: None / GDPR / HIPAA / FDA / SEC / FCA / ASA / Other - Cultural taboos and topics to avoid (free text) - Existing brand book / banned-word list (path or None) - Localisation strategy: Single locale / Multi-locale with shared voice / Per-locale voice If the user's category is "Other" or sits outside the covered set in [references/category-adaptation
Comprehensive guide for building Chrome extensions with Manifest V3. Use this skill whenever the user mentions Chrome extension, browser extension, manifest.json, content script, service worker (in extension context), popup, side panel, chrome.runtime, chrome.tabs, chrome.storage, chrome.scripting, background script, MV3, Manifest V3, or any Chrome extension API. Also trigger when the user wants to inject scripts into web pages, communicate between page and background, bypass CSP from a content script, build an RPC layer over chrome messaging, or publish to the Chrome Web Store. Covers both new extension projects and adding features to existing ones. Do NOT use for framework-specific questions.
Conventional Commits v1.0.0 branch naming, worktree naming, and commit message standards for GitHub and GitLab projects. Use when creating branches, naming worktrees, writing commits, generating commit messages, reviewing branch conventions, or setting up changelog automation. Apply when your project needs consistent git history, SemVer-driven releases, parseable changelog generation, or automatic issue closing. Trigger when the user asks how to name a worktree, create a git worktree, or organize worktrees alongside branches.
Design end-of-article CTAs (calls-to-action placed at the bottom of blog posts, newsletters, essays, articles, or any long-form content). Use this skill whenever the user asks to write, design, review, or improve a CTA at the bottom of an article, blog post, or essay; mentions "end-of-post CTA", "bottom of the article", "call-to-action", "signup box", "newsletter CTA", "subscribe block", "what should I put at the bottom", "how do I get readers to subscribe / share / book a call / buy / follow / join / download"; or asks how to convert article readers into subscribers, leads, customers, community members, or supporters. Also trigger when the user wants A/B testing guidance or accessibility review for a CTA block. Covers independent / personal writing, newsletter publications, and brand / content-marketing blogs across any topic — tech, finance, food, climate, design, lifestyle, B2B, B2C. Produces both the copy (content) and the structural / visual design (form), matched to the user's objective and audience.
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Codifies how someone or a brand writes — prose mechanics (lexicon, syntax, rhythm, structure, signature moves) independent of emotional tone. Output: PROSE.md. Three modes: BUILD a fresh guide from SOUL.md + TONE.md + discovery interview; ADAPT an existing guide to a new channel; AUDIT a corpus for prose patterns before codification. Use when: writing rules for a content factory, codifying ghostwriting voice for multi-writer consistency, defining banned words and sentence-length targets, building a house style guide, reverse-engineering prose from a corpus, porting style across channels. Trigger on: PROSE.md, writing style guide, prose guide, house style, ghostwriter style, writing playbook, brand writing mechanics, signature moves. NOT for: writing actual content (→ linkedin-ghostwriting, technical-article-writer, press-release-writer), removing AI patterns (→ humanizer), tone decisions (→ copywriting-tone-of-voice), hooks (→ copywriting-hooks), CTAs (→ copywriting-cta).
CRXJS Chrome extension development — true HMR for popup, options, content scripts, side panels, manifest-driven builds, dynamic content script imports (`?script`, `?script&module`), and `defineManifest` for type-safe manifests. Uses Vite as its build tool. Use when the user mentions CRXJS, crxjs, @crxjs/vite-plugin, 'extension with hot reload', 'HMR for chrome extension', or wants to set up a CRXJS-based Chrome extension project with any framework (React, Vue, Svelte, Solid, Vanilla). Also trigger when the user has an existing CRXJS project and wants to add features, fix HMR issues, or configure content scripts with CRXJS. For general Chrome extension architecture (messaging, CSP, storage, permissions) -> See `samber/cc-skills@chrome-extension` skill.
Deep research skill — broad parallel web searches, multi-source validation, confidence tracking, cited Markdown report. Supports 11 research types: market (TAM/SAM, segments, pricing, trends), domain (industry structure, ecosystem, regulatory landscape), technical (architecture, tools, benchmarks), competitive (competitor teardown, positioning, win/loss), product (feature analysis, reviews, roadmap signals), academic (literature survey, citation networks, key authors), person/org (due diligence on a company or public figure), financial (funding rounds, valuation multiples, revenue signals), legal (IP, patents, litigation, compliance), trend (emerging signals, foresight, scenario mapping), community (ecosystem health, key voices, governance, fragmentation). Use when asked to: 'research <topic>', 'deep dive on X', 'analyze the landscape', 'competitive analysis', 'compare these options', 'who are the players in Z', 'literature review', 'background on Y', 'what papers exist on X', 'product teardown', 'technology evaluation', 'regulatory overview', 'funding landscape', 'what trends are emerging in X', 'patent landscape', 'community health', or any request requiring scanning many sources and producing a cited written analysis. Apply whenever the deliverable is a thorough, sourced report rather than a quick answer. Trigger even when phrased casually: 'look into X', 'what's the deal with Y', 'dig into Z', 'I need to understand the space', 'catch me up on X'.
Produce distinctive, non-generic UI and design applications well, working strategy-first. Identify the project (landing page, SaaS app, dashboard, ecommerce, presentation, docs, portfolio...) and its positioning and personality, commit to brand adjectives, translate into a typography and color system, then apply the craft layer (layout, components and states, motion, iconography, imagery, dark mode and theming, accessibility), avoiding the AI-slop / Claude-esque default. This is both a de-slop and an expert app-design skill. Use this whenever building or styling any web frontend, app, dashboard, landing page, deck, or artifact, or when the user says "make it not look like AI", "de-slopify", "deslop", "less generic", "give it character", "design a UI for X", "design an app", "update DESIGN.md", or complains the output looks like every other AI site. Trigger even when the user just says "build a UI for X" without naming an aesthetic, because the default without this skill is slop.