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feat(opencode): vendor ten marketing and copy skills
- Copy product-marketing, copywriting, copy-editing, emails, cold-email, content-strategy, seo-audit, ai-seo, launch and social unchanged from coreyhaines31/marketingskills at b9ba399, with its MIT license in each directory - link-ai-configs.sh links each into the OpenCode, Claude Code and omo skill directories - Document provenance and the upgrade path in the OpenCode README
This commit is contained in:
David Ibia
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# Copy Editing Checklist
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Use this checklist alongside the Seven Sweeps Framework (see SKILL.md) as a final QA pass before delivering edited copy.
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## Before You Start
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- [ ] Understand the goal of this copy
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- [ ] Know the target audience
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- [ ] Identify the desired action
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- [ ] Read through once without editing
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## Clarity (Sweep 1)
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- [ ] Every sentence is immediately understandable
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- [ ] No jargon without explanation
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- [ ] Pronouns have clear references
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- [ ] No sentences trying to do too much
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## Voice & Tone (Sweep 2)
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- [ ] Consistent formality level throughout
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- [ ] Brand personality maintained
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- [ ] No jarring shifts in mood
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- [ ] Reads well aloud
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## So What (Sweep 3)
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- [ ] Every feature connects to a benefit
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- [ ] Claims answer "why should I care?"
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- [ ] Benefits connect to real desires
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- [ ] No impressive-but-empty statements
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## Prove It (Sweep 4)
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- [ ] Claims are substantiated
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- [ ] Social proof is specific and attributed
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- [ ] Numbers and stats have sources
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- [ ] No unearned superlatives
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## Specificity (Sweep 5)
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- [ ] Vague words replaced with concrete ones
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- [ ] Numbers and timeframes included
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- [ ] Generic statements made specific
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- [ ] Filler content removed
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## Heightened Emotion (Sweep 6)
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- [ ] Copy evokes feeling, not just information
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- [ ] Pain points feel real
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- [ ] Aspirations feel achievable
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- [ ] Emotion serves the message authentically
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## Zero Risk (Sweep 7)
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- [ ] Objections addressed near CTA
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- [ ] Trust signals present
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- [ ] Next steps are crystal clear
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- [ ] Risk reversals stated (guarantee, trial, etc.)
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## AI Tells
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- [ ] No "it's not X, it's Y" or "not because X, because Y" reveals
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- [ ] No "no X, no Y, no Z" negation lists
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- [ ] No sentences that trail restating comma clauses after the main claim (a clause adding a new fact is fine)
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- [ ] No self-answered questions or colon reveals (FAQ questions and a reader's own question are fine)
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- [ ] No stock openers or phrases ("In today's...", "Whether you're...", "Say goodbye to...")
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- [ ] No em dashes in headlines, subheads, CTAs, ads, social posts, or subject lines; 1–2 per page max in long copy
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- [ ] At most one fragment and one list of three per section (CTA microcopy and real three-feature lists don't count)
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- [ ] Every vague adjective replaced with the fact it stood for
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## Final Checks
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- [ ] No typos or grammatical errors
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- [ ] Consistent formatting
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- [ ] Links work (if applicable)
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- [ ] Core message preserved through all edits
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# Content Refresh Editing
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Copy editing isn't just for new content. Existing pages and posts decay over time — outdated stats, stale examples, drifted brand voice, and missed SEO opportunities. A content refresh applies the same editing rigor to content that's already published.
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## When to Refresh
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- **Traffic declining** on a page that used to perform well
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- **Stats or data** are more than 12 months old
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- **Product has changed** — features, pricing, or positioning no longer match
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- **Competitors updated** their version of the same content
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- **AI search visibility** matters — outdated content gets cited less (see ai-seo skill)
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## Content Refresh Checklist
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1. **Freshness pass** — Update all dates, stats, and examples. Replace "in 2024" with current data. Remove references to deprecated features or tools.
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2. **Accuracy pass** — Verify all claims are still true. Check that linked resources still exist. Confirm pricing and feature descriptions match current state.
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3. **Voice pass** — Does the tone match your current brand voice? Older content often reflects an earlier stage of the company.
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4. **SEO pass** — Has search intent shifted for this topic? Are there new keywords or questions to address? Add "Last updated: [date]" prominently.
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5. **Proof pass** — Can you add newer testimonials, case studies, or data points that didn't exist when this was first published?
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6. **Structure pass** — Add comparison tables, FAQ sections, or other scannable formats that make the content easier to consume.
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## Before You Edit: Find the Gap
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A refresh aimed at a ranking page should start from the results page. The first question to answer is why the pages above yours are winning.
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1. **Read the results page for the post's main query.** Note the dominant format (list, guide, tool, comparison), the featured snippet and how it's formatted, People Also Ask questions, and related searches.
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2. **Pick five competitors**: the top three results, plus any direct competitor or recently updated page ranking near you.
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3. **Map coverage.** List the subtopics each page covers in a simple grid, with your post as the first column:
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| Subtopic / element | Your post | Comp 1 | Comp 2 | Comp 3 | Comp 4 | Comp 5 |
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|--------------------|:---------:|:------:|:------:|:------:|:------:|:------:|
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| [Subtopic A] | ✗ | ✓ | ✓ | ✓ | ✓ | — |
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| Comparison table | ✗ | ✓ | — | ✓ | — | — |
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| Current-year data | ✗ | ✓ | ✓ | — | ✓ | ✓ |
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4. **Rank what's missing** by how many competitors cover it:
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- **Expected** (4–5 of 5): searchers assume it's there. Add it.
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- **Common** (2–3): add it if it serves your reader.
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- **Distinctive** (1): add it only if it's genuinely useful, not to copy one page.
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- **Uncovered** (0): the angle nobody has. Your best chance to be the result worth citing.
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5. **Match coverage.** Ignore competitors' word counts. Close the gaps that matter, and stop when the reader's question is answered.
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Present the gap grid and a proposed outline before rewriting. Mark each section **Keep**, **Revise**, or **New**, propose 2–3 title options (see the `seo-audit` skill's title-tags reference), and wait for approval. Don't promise a ranking or traffic outcome.
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## Keep What Already Works
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A page that ranks has signals worth protecting:
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- **Keep the URL.** If it must change, 301 the old one.
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- **Keep heading anchors** other pages link to, and the sections that rank for their own queries (check Search Console's query list for the page).
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- **Keep the voice.** A refresh shouldn't read like a different author wrote it.
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- **Show the update**: a visible "Last updated" date, with the year next to every statistic.
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When handing the refresh to whoever publishes it, include the new meta description, schema types to add, internal links to add to and from the post, images or screenshots needed, and the URL plan.
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## Refresh vs. Rewrite
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| Signal | Action |
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|--------|--------|
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| Core message still valid, details outdated | Refresh (update facts, stats, examples) |
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| Brand voice has evolved significantly | Refresh + voice rewrite |
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| Topic angle or audience has shifted | Full rewrite |
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| Page structure doesn't match current search intent | Full rewrite |
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| Just needs updated stats and links | Light refresh |
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## Refresh Cadence
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- **Pricing and product pages**: Every quarter, or when pricing/features change
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- **High-traffic blog posts**: Every 6 months
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- **Comparison and alternatives pages**: Every 3-6 months (competitors change fast)
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- **Evergreen guides**: Annually, unless traffic drops sooner
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- **Low-traffic pages**: Only when traffic data suggests an opportunity
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# Plain English Alternatives
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Replace complex or pompous words with plain English alternatives.
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Source: Plain English Campaign A-Z of Alternative Words (2001), Australian Government Style Manual (2024), plainlanguage.gov
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---
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## Contents
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- A
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- B
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- C
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- D
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- E
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- F
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- G-H
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- I
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- L-M
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- N-O
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- P
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- R
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- S
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- T-U
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- V-Z
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- Phrases to Remove Entirely
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## A
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| Complex | Plain Alternative |
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|---------|-------------------|
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| (an) absence of | no, none |
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| abundance | enough, plenty, many |
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| accede to | allow, agree to |
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| accelerate | speed up |
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| accommodate | meet, hold, house |
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| accomplish | do, finish, complete |
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| accordingly | so, therefore |
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| acknowledge | thank you for, confirm |
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| acquire | get, buy, obtain |
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| additional | extra, more |
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| adjacent | next to |
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| advantageous | useful, helpful |
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| advise | tell, say, inform |
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| aforesaid | this, earlier |
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| aggregate | total |
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| alleviate | ease, reduce |
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| allocate | give, share, assign |
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| alternative | other, choice |
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| ameliorate | improve |
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| anticipate | expect |
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| apparent | clear, obvious |
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| appreciable | large, noticeable |
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| appropriate | proper, right, suitable |
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| approximately | about, roughly |
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| ascertain | find out |
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| assistance | help |
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| at the present time | now |
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| attempt | try |
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| authorise | allow, let |
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---
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## B
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| Complex | Plain Alternative |
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|---------|-------------------|
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| belated | late |
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| beneficial | helpful, useful |
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| bestow | give |
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| by means of | by |
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---
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## C
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| Complex | Plain Alternative |
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|---------|-------------------|
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| calculate | work out |
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| cease | stop, end |
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| circumvent | avoid, get around |
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| clarification | explanation |
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| commence | start, begin |
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| communicate | tell, talk, write |
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| competent | able |
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| compile | collect, make |
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| complete | fill in, finish |
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| component | part |
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| comprise | include, make up |
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| (it is) compulsory | (you) must |
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| conceal | hide |
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| concerning | about |
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| consequently | so |
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| considerable | large, great, much |
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| constitute | make up, form |
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| consult | ask, talk to |
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| consumption | use |
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| currently | now |
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---
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## D
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| Complex | Plain Alternative |
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|---------|-------------------|
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| deduct | take off |
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| deem | treat as, consider |
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| defer | delay, put off |
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| deficiency | lack |
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| delete | remove, cross out |
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| demonstrate | show, prove |
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| denote | show, mean |
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| designate | name, appoint |
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| despatch/dispatch | send |
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| determine | decide, find out |
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| detrimental | harmful |
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| diminish | reduce, lessen |
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| discontinue | stop |
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| disseminate | spread, distribute |
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| documentation | papers, documents |
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| due to the fact that | because |
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| duration | time, length |
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| dwelling | home |
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---
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## E
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| Complex | Plain Alternative |
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|---------|-------------------|
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| economical | cheap, good value |
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| eligible | allowed, qualified |
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| elucidate | explain |
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| enable | allow |
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| encounter | meet |
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| endeavour | try |
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| enquire | ask |
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| ensure | make sure |
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| entitlement | right |
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| envisage | expect |
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| equivalent | equal, the same |
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| erroneous | wrong |
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| establish | set up, show |
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| evaluate | assess, test |
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| excessive | too much |
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| exclusively | only |
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| exempt | free from |
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| expedite | speed up |
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| expenditure | spending |
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| expire | run out |
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---
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## F
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| Complex | Plain Alternative |
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|---------|-------------------|
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| fabricate | make |
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| facilitate | help, make possible |
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| finalise | finish, complete |
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| following | after |
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| for the purpose of | to, for |
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| for the reason that | because |
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| forthwith | now, at once |
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| forward | send |
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| frequently | often |
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| furnish | give, provide |
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| furthermore | also, and |
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---
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## G-H
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| Complex | Plain Alternative |
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|---------|-------------------|
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| generate | produce, create |
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| henceforth | from now on |
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| hitherto | until now |
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---
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## I
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| Complex | Plain Alternative |
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|---------|-------------------|
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| if and when | if, when |
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| illustrate | show |
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| immediately | at once, now |
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| implement | carry out, do |
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| imply | suggest |
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| in accordance with | under, following |
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| in addition to | and, also |
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| in conjunction with | with |
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| in excess of | more than |
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| in lieu of | instead of |
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| in order to | to |
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| in receipt of | receive |
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| in relation to | about |
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| in respect of | about, for |
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| in the event of | if |
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| in the majority of instances | most, usually |
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| in the near future | soon |
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| in view of the fact that | because |
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| inception | start |
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| indicate | show, suggest |
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| inform | tell |
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| initiate | start, begin |
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| insert | put in |
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| instances | cases |
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| irrespective of | despite |
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| issue | give, send |
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---
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## L-M
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| Complex | Plain Alternative |
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|---------|-------------------|
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| (a) large number of | many |
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| liaise with | work with, talk to |
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| locality | place, area |
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| locate | find |
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| magnitude | size |
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| (it is) mandatory | (you) must |
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| manner | way |
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| modification | change |
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| moreover | also, and |
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---
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## N-O
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| Complex | Plain Alternative |
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|---------|-------------------|
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| negligible | small |
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| nevertheless | but, however |
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| notify | tell |
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| notwithstanding | despite, even if |
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| numerous | many |
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| objective | aim, goal |
|
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| (it is) obligatory | (you) must |
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| obtain | get |
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| occasioned by | caused by |
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| on behalf of | for |
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| on numerous occasions | often |
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| on receipt of | when you get |
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| on the grounds that | because |
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| operate | work, run |
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| optimum | best |
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| option | choice |
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| otherwise | or |
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| outstanding | unpaid |
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| owing to | because |
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---
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## P
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| Complex | Plain Alternative |
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|---------|-------------------|
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| partially | partly |
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| participate | take part |
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| particulars | details |
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| per annum | a year |
|
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| perform | do |
|
||||
| permit | let, allow |
|
||||
| personnel | staff, people |
|
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| peruse | read |
|
||||
| possess | have, own |
|
||||
| practically | almost |
|
||||
| predominant | main |
|
||||
| prescribe | set |
|
||||
| preserve | keep |
|
||||
| previous | earlier, before |
|
||||
| principal | main |
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||||
| prior to | before |
|
||||
| proceed | go ahead |
|
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| procure | get |
|
||||
| prohibit | ban, stop |
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||||
| promptly | quickly |
|
||||
| provide | give |
|
||||
| provided that | if |
|
||||
| provisions | rules, terms |
|
||||
| proximity | nearness |
|
||||
| purchase | buy |
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| pursuant to | under |
|
||||
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---
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## R
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||||
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| Complex | Plain Alternative |
|
||||
|---------|-------------------|
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| reconsider | think again |
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| reduction | cut |
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| referred to as | called |
|
||||
| regarding | about |
|
||||
| reimburse | repay |
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| reiterate | repeat |
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| relating to | about |
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| remain | stay |
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| remainder | rest |
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| remuneration | pay |
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| render | make, give |
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| represent | stand for |
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| request | ask |
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| require | need |
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| residence | home |
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| retain | keep |
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||||
| revised | changed, new |
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||||
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||||
---
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||||
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## S
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||||
|
||||
| Complex | Plain Alternative |
|
||||
|---------|-------------------|
|
||||
| scrutinise | examine, check |
|
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| select | choose |
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| solely | only |
|
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| specified | given, stated |
|
||||
| state | say |
|
||||
| statutory | legal, by law |
|
||||
| subject to | depending on |
|
||||
| submit | send, give |
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| subsequent to | after |
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||||
| subsequently | later |
|
||||
| substantial | large, much |
|
||||
| sufficient | enough |
|
||||
| supplement | add to |
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||||
| supplementary | extra |
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||||
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---
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|
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## T-U
|
||||
|
||||
| Complex | Plain Alternative |
|
||||
|---------|-------------------|
|
||||
| terminate | end, stop |
|
||||
| thereafter | then |
|
||||
| thereby | by this |
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||||
| thus | so |
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||||
| to date | so far |
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||||
| transfer | move |
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||||
| transmit | send |
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||||
| ultimately | in the end |
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||||
| undertake | agree, do |
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||||
| uniform | same |
|
||||
| utilise | use |
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||||
|
||||
---
|
||||
|
||||
## V-Z
|
||||
|
||||
| Complex | Plain Alternative |
|
||||
|---------|-------------------|
|
||||
| variation | change |
|
||||
| virtually | almost |
|
||||
| visualise | imagine, see |
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||||
| ways and means | ways |
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||||
| whatsoever | any |
|
||||
| with a view to | to |
|
||||
| with effect from | from |
|
||||
| with reference to | about |
|
||||
| with regard to | about |
|
||||
| with respect to | about |
|
||||
| zone | area |
|
||||
|
||||
---
|
||||
|
||||
## Phrases to Remove Entirely
|
||||
|
||||
These phrases often add nothing. Delete them:
|
||||
|
||||
- a total of
|
||||
- absolutely
|
||||
- actually
|
||||
- all things being equal
|
||||
- as a matter of fact
|
||||
- at the end of the day
|
||||
- at this moment in time
|
||||
- basically
|
||||
- currently (when "now" or nothing works)
|
||||
- I am of the opinion that (use: I think)
|
||||
- in due course (use: soon, or say when)
|
||||
- in the final analysis
|
||||
- it should be understood
|
||||
- last but not least
|
||||
- obviously
|
||||
- of course
|
||||
- quite
|
||||
- really
|
||||
- the fact of the matter is
|
||||
- to all intents and purposes
|
||||
- very
|
||||
Reference in New Issue
Block a user