Add jamie-copy-trimmer (48) and dintel-campaign-designer (78) skills
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Import two skills authored in Claude Cowork: jamie-copy-trimmer as a root-only Jamie skill, and campaign-gate-process as dintel-campaign-designer with full D.intelligence Agent Corps packaging (code/desktop/shared, agent-id 78, Draft & Wait autonomy) since it now sits inside the 70-79 block. Bumps the corps roster count to 9 agents + 1 meta-agent across all sibling skills and registers #78 in the shared USER-GUIDE/README. Also adds .claude/commands wrappers and ~/.claude/skills symlinks so both are usable. Co-Authored-By: Claude Sonnet 5 <noreply@anthropic.com>
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custom-skills/48-jamie-copy-trimmer/SKILL.md
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---
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name: jamie-copy-trimmer
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description: >-
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Trims and sharpens Korean plastic-surgery / aesthetic marketing copy — headlines, body,
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CTAs, names, slogans. Removes clichés and medical-ad compliance risks, suggests trendy,
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catchy alternatives within 의료광고 심의 limits, and re-scores them. Use when copy feels
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awkward or old, or to refine, name, or compliance-check any copy. Triggers: 카피 다듬어,
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카피 트리밍, 네이밍 검토, 슬로건 다듬어, 심의 안전하게, copy trim, make it catchier, 제이미 카피.
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For Jamie work, use with jamie-brand-guardian.
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license: Proprietary (OurDigital internal)
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---
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# Jamie Copy Trimmer
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Trim and sharpen Korean plastic-surgery / aesthetic-medical marketing copy against an industry expression corpus, within medical-advertising limits.
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**Working language.** These directives are in English, but the copy you evaluate and produce is Korean — the language of the target market. Write all deliverable copy, alternatives, and the final report in Korean unless the user asks otherwise.
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## Core philosophy (internalize this)
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1. **The corpus is a map for AVOIDING clichés, not a library to COPY.** Frequently used means probably already stale. Use it to spot what everyone says and go elsewhere. Copying corpus phrases defeats the purpose, which is differentiation.
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2. **The ceiling on wit is set by 의료광고 심의.** Korean plastic-surgery copy is constrained by rules against exaggeration, superlatives, and patient inducement. Raise the appeal, but anything past the compliance line is void. Compliance is a **gate, not a score** — if a single 🔴 risk expression remains, that option fails outright.
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3. **Trim first, dazzle second.** Cutting redundancy, clichés, and risk is the primary job. Add restrained flair into the space you cleared. "Say less, land harder."
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4. **Don't guess — mark [확인].** If procedure facts, target, channel, or brand tone are missing, ask the user or leave a `[확인]` note and move on. Never fill gaps with invention.
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## Before you start (inputs)
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Ask, or mark `[확인]`, if any of these are missing:
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- **Copy text** and its type (headline / body / CTA / name / slogan)
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- **Channel** (카카오플러스친구 / Instagram / blog / Naver / in-clinic POP / search ad) — tone and 심의 strictness differ by channel
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- **Procedure & target** (standard procedure name, patient concern)
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- **Brand tone** — for a specific brand (e.g., Jamie), that brand's guide (`jamie-brand-guardian`) overrides this skill's taste defaults
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## Workflow (5 steps)
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### 1) Diagnose — tag the original
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Tag each phrase/expression. When unsure, read the matching corpus file.
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| Tag | Meaning | Action |
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|-----|---------|--------|
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| 🟢 effective | Works, resonates | Keep |
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| 🟡 cliché | Industry-stale, tired | Trim / replace (→ `corpus_cliche.md`) |
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| 🔴 compliance risk | Exaggeration, superlative, inducement, comparison | Must remove/replace (→ `corpus_compliance_risk.md`) |
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| ⚪ flat | Not wrong, but no hook | Sharpen (→ `witty_within_limits.md`) |
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| 🟦 brand asset | Brand-owned phrase | Do not misjudge as cliché (e.g., Jamie's "티 안 나게") |
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### 2) Trim
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Remove all 🔴, replace 🟡, delete redundancy. Output of this step is a "safe, plain" version.
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### 3) Elevate — add appeal within 심의 limits
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Using techniques in `witty_within_limits.md`, give **2–3 alternatives per element**, each with a rationale (why it lands harder), matched to the channel's tone. Consult `corpus_examples.md` for technique coordinates — never copy the examples verbatim.
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### 4) Re-score — 5-axis rubric
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Score original vs. improved with `evaluation_rubric.md`. 심의 is a PASS/FAIL gate. In the brand-fit axis, state in one line **which brand attribute / association / asset** the copy strengthens (keeps qualitative judgment concrete rather than vague).
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### 5) Recursive Improvement — evolve the corpus
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Per `recursive_protocol.md` (Recursive Improvement Protocol), propose feeding this session's adopted/rejected expressions back into the corpus. Demote once-effective phrases that have become common to the cliché list.
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## Output format (produce the report in Korean, using this structure)
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```
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## 카피 트리밍 결과 — [대상/채널]
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### 1) 진단
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- "원문 문구" → 🔴/🟡/⚪/🟢/🟦 사유
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### 2) 트리밍 (담백한 안)
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[군더더기·위험 제거 버전]
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### 3) 대안 (심의 한도 내 감각안)
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| 요소 | 원문 | 문제 | 개선안 2~3개 | 근거 |
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### 4) 재평가 (5축, 1~5점 · 심의=게이트)
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| 축 | 원문 | 추천안 | 코멘트 |
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| 감각 / 차별성 / 브랜드적합성 / 심의(P·F) / 명료성 |
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→ 강화되는 브랜드 자산: [속성/연상 명시]
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### 5) 추천안 + 이유
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### 6) 준비 점검 사항
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- [확인] 심의 필요 / 정보 부재 / 사실 검증 필요 항목을 여기 모아 정리
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```
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Keep risk items and open questions out of the body; collect them at the end under **준비 점검 사항** (brevity principle).
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## Reference files (read as needed)
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- `references/corpus_compliance_risk.md` — medical-ad risk expressions + safe replacements (**most important**)
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- `references/corpus_cliche.md` — stale/old expressions to avoid (avoidance coordinates)
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- `references/corpus_effective.md` — working patterns (application coordinates; don't copy verbatim)
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- `references/corpus_examples.md` — analyzed real-world exemplar copy (technique coordinates; no imitation)
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- `references/witty_within_limits.md` — making copy trendy/catchy inside 심의 limits, and the boundaries
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- `references/evaluation_rubric.md` — the 5-axis re-scoring rubric and gate rules
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- `references/recursive_protocol.md` — Recursive Improvement Protocol and corpus tagging schema
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## Reminders
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- Compliance judgment here is guidance, not legal advice. Always leave a `[확인]` recommending pre-publication 의료광고 자율심의.
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- For a specific brand, that brand's tone guide wins over this skill's defaults.
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- The corpus is a living document — even effective phrases go stale. Refresh it periodically via `recursive_protocol.md`.
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# Cliché / Stale Expressions (🟡) — Avoidance Coordinates
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> **This list is for avoiding, not copying.** Frequently used = already tired.
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> If a listed expression shows up in the copy, consider replacing it. The "refresh direction" is a lead for finding an alternative, not a ready-made line.
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## A. Beauty/result show-off (stale)
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| Cliché (Korean) | Why it's old | Refresh direction |
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|-----------------|--------------|-------------------|
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| 여신, 인형 같은, 리즈 갱신, 인생 리즈 | Ranks looks, unrealistic, 10-years-ago tone | Replace with a concrete everyday-change scene |
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| 물광, 꿀광, 동안 미모 | Spent beauty buzzwords | Use the customer's concern language, not glow words |
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| 확 달라진, 몰라보게, 환골탈태 | Exaggeration; borders on 심의 risk | Restrain and specify the degree of change |
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## B. Self-flattering filler (empty)
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| Cliché | Why it's old | Refresh direction |
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|--------|--------------|-------------------|
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| 특별한 당신을 위한, 당신만의 | Said to everyone = says nothing | Name a truly specific concern/situation |
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| 아름다움을 완성하다, 당신의 아름다움 | Abstract, boilerplate | Make it concrete with verbs/scenes |
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| 프리미엄, 명품, 하이엔드 | Unbacked elevation words | Replace with facts (technique, track record) |
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## C. Pressure/urgency (also inducement risk)
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| Cliché | Why it's old | Refresh direction |
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|--------|--------------|-------------------|
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| 지금 바로, 서두르세요, 놓치지 마세요 | Pressure cliché, lowers trust | Informational CTA ("편하게 문의해 주세요") |
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| 마감 임박, 선착순, 단 O명 | Inducement/pressure, 심의 risk | Keep any time-limited notice plain, strip inducement |
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| 후회 없는 선택, 결심만 하세요 | Decision-coercion tone | Leave the decision with the customer |
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## D. Region/class clichés
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| Cliché | Why it's old | Refresh direction |
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|--------|--------------|-------------------|
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| 강남 언니, 청담동 스타일, 강남 미인 | Regional cliché, fatigue | Replace region with specific result/experience |
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## E. Over-used "safe" words (the irony)
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| Expression | Caution | Refresh direction |
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|------------|---------|-------------------|
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| 자연스러운 / 자연스럽게 | The whole industry overuses it → loses distinctiveness | Keep the concept, vary the expression (scene/metaphor). ※ If a brand owns it as a slogan, treat as 🟦 |
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| 1:1 맞춤, 나만의 디자인 | Now a standard phrase | Make the "what" of the customization concrete |
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## F. Form habits (hurt readability)
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- Exclamation spam (!!!), emoji overload, question-mark spam → one breath per sentence, restrained emoji
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- All-caps / all-bold → emphasize in one place only
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---
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*Update rule: when you spot a newly-stale expression, add it here per `recursive_protocol.md`, and demote over-common "effective" phrases into this file.*
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# Compliance Risk Dictionary (🔴) + Safe Replacements
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> Based on Korean medical law and 의료광고 심의 (medical-ad review) standards. **This is not legal advice** — recommend pre-publication self-regulatory review. If any 🔴 remains, the option FAILS the rubric gate.
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## Contents
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1. Absolute / superlative expressions
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2. Effect-guarantee / definitive expressions
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3. Patient-inducement expressions
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4. Comparative / exclusivity expressions
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5. Testimonials / reviews / before-after photos
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6. Neologisms / non-standard procedure names
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7. Missing mandatory disclosures
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8. Safe-replacement technique
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---
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## 1. Absolute / superlative (prohibited)
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Overstating or misleading beyond objective fact is prohibited.
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- Risk terms: `100%`, `완벽`, `완전`, `전혀`, `모든`, `유일`, `최고`, `국내 1위`, `NO.1`, `확실히`, `반드시`, `무조건` (and English `best`, `only`, `perfect`)
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- Replace with: "대부분의 경우", "개인에 따라 차이가 있습니다", "~를 기대할 수 있습니다"; use numbers only with a cited basis.
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## 2. Effect-guarantee / definitive (prohibited / caution)
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- Risk terms: `부작용 없는`, `안전한` (as an absolute), `반영구`, `평생`, `재발 없음`, `100% 자연스러움`, `반드시 예뻐지는`
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- Replace with: "부작용은 극히 드뭅니다", "오래 유지되는 편입니다", "자연스러운 결과를 기대할 수 있습니다" + **attach a side-effect disclosure**.
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## 3. Patient inducement (Medical Act Art. 27(3) risk)
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Offering economic benefit to induce/solicit patients carries strong illegality risk.
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- Risk terms: `무료`, `공짜`, `1+1`, `이벤트가`, `할인 이벤트`, `선착순 할인`, `○○원` (price front-loaded as a lure), `후기 작성 시 할인/적립/사은품`, `친구 소개하면`
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- Replace with: quote price only as "상담 시 안내"; keep any discount **decoupled** from reviews/referrals as a plain time-limited notice; request reviews only voluntarily with no compensation.
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- Note: even phrasing like "얼마일까" has been flagged as inducement.
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## 4. Comparative / exclusivity (prohibited)
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- Risk terms: `타 병원보다`, `다른 곳과 다르게` (disparaging tone), `국내 유일`, `업계 최초` (unverified), any direct/indirect disparagement of competitors
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- Replace with: "저희만의 방법으로"; state own strengths factually (uniqueness instead of comparison).
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## 5. Testimonials / reviews / before-after photos (review-subject, caution)
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- Risk: using patient reviews or before/after photos in ads; implying effect via testimonial
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- Handle: advertising use is subject to 심의; before/after must meet rules (same conditions, no misleading) → `[확인]` for review.
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## 6. Neologisms / non-standard procedure names (caution)
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Neologisms and gimmicky phrasing are a top cause of 심의 rejection.
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- Risk: unverified proprietary procedure names, trendy slang, jargon
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- Replace with: standard procedure names first; pair a brand procedure name with its standard name.
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## 7. Missing mandatory disclosures (formal requirement)
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- Required: **advertiser (clinic name)**, **side-effect / caution disclosure**, and on large online platforms the **review-approval number and validity period**
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- Missing these risks unreviewed-ad / labeling violations → confirm with a checklist.
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## 8. Safe-replacement technique
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- Absolute → qualified ("대부분", "개인차")
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- Guarantee → expectation ("기대할 수 있습니다")
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- Inducement → information ("상담 시 안내")
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- Comparison → uniqueness ("저희만의")
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- Always pair with a side-effect disclosure and the advertiser name.
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---
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*Sources: 대한의사협회 의료광고 심의기준; 의료광고 심의 금지 문구 안내; 강남언니 광고 가이드; related legal columns. Confirm the latest standard with the self-regulatory body.*
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# Effective Patterns (🟢) — Application Coordinates
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> **These are patterns, not finished lines.** Adapt the structure to the situation; pasting an example verbatim quickly turns it into a cliché.
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## 1. Customer's own words (mirror the concern)
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Naming the concern in the words a customer actually uses beats abstract praise.
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- Pattern: [specific moment] + [discomfort]
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- Ex: "웃을 때 잡히는 이마 주름", "눈뜨는 게 무거운 아침", "화장이 자꾸 접히는 눈가"
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- Why: people who recognize themselves stop and read.
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## 2. Scene & verb driven (restrain adjectives)
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A scene or verb that reveals the result beats an adjective like "아름다운."
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- Ex: "거울 앞에 서는 시간이 짧아졌다", "사진 찍을 때 앞줄에 선다"
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- Why: show, don't tell.
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## 3. Restrained numbers & facts (trust)
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Verifiable facts are 심의-safe and persuasive, unlike exaggeration.
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- Ex: "2008년부터", "회복 3일", "제가 직접 집도합니다"
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- Caution: do not slide into superlatives/guarantees.
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## 4. Honesty/humility as differentiation
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When the category is full of hype, candor stands out.
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- Ex: "안 되는 것도 말씀드립니다", "개선에 한계가 있을 수 있습니다"
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- Why: trust is the hook.
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## 5. Question hook (not misleading)
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- Ex: "표정 주름, 한 번으로 될까요?", "왜 4개월마다일까요?"
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- Caution: 심의 risk if the answer becomes an exaggeration/guarantee.
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## 6. Rhythm / parallelism
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- Ex (brand-asset example): "티 안 나게 수술하고, 티 나게 예뻐지는" — parallel/rhyme sticks in memory.
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- Why: it must read cleanly aloud, with no stumble.
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## 7. Channel-fit tone
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- 카플친 / 알림톡: warm, thank-you tone, short
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- Instagram: first-line hook, sensory and concise
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- Blog / homepage: educational, evidence-led
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- In-clinic POP: one line understood at a glance + a support line
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---
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*These coordinates only tell you which direction to aim. The actual line must be forged fresh each time.*
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# Analyzed Exemplar Copy — Technique Coordinates (No Imitation)
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> A distilled bank of **real** Korean (and a few global) plastic-surgery / aesthetic copy examples, curated from web research and filtered by this skill's rubric (fresh · compliance-safe · catchy).
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> **Use these to learn the technique and then write something new.** Do not paste them into client copy — several are brand-owned, and copying defeats differentiation.
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> Each entry: the line · the technique to steal · a compliance note.
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## How to read this file
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Organized by **technique** (not by clinic), because the transferable asset is the technique. Compliance notes flag where a line would be risky if used directly in a Korean medical ad (superlatives, effect-guarantees, inducement, comparison). "🌐" marks a non-Korean example kept for inspiration only.
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---
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## 1. Metaphor + brand-name fusion
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Fuse the brand name with a metaphor so the name itself carries meaning. Highest-value, low-risk technique.
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- **"예쁨이 자란다, 나무성형외과"** — brand name (나무/tree) + growth metaphor + rhythm. Compliance: safe (metaphor, no guarantee).
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- **"I am Detailist" (바노바기)** — first-person identity claim ("detail = us"); differentiates on *attitude*, not effect. Safe.
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- **"진화하는 피부질환, 연구하는 피부주치의" (차앤박)** — clean parallelism + "주치의 (personal doctor)" metaphor = expertise + intimacy. Safe.
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- **"REWRITE YOUR STORY" (리쥬란)** — regeneration reframed as authoring your own story; strong emotion, no effect claim. Safe.
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- **Steal this:** let the brand/procedure name do double duty; anchor an abstract benefit to a concrete metaphor.
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## 2. Contrarian reframe (flip the category default)
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Turn an industry assumption on its head.
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- **"Slow Banobagi / 느린 만큼 더 안전한 성형" (바노바기)** — flips "fast & flashy"; the slowness *is* the trust. Compliance: safe (but "더" leans comparative — keep it about self, not others).
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- **"줄였다는 느낌 말고, 맞춘 느낌!" (아이디병원, 콧볼)** — "not A, but B" contrast + rhythm; conveys philosophy without superlatives. Relatively safe.
|
||||
- **"누군가를 위해 예뻐지지 않아" (낫포유)** — value flip toward self-determination; fresh MZ tone. Safe.
|
||||
- **Steal this:** name the default the category shouts, then stake the opposite ground.
|
||||
|
||||
## 3. Everyday scene / customer language
|
||||
Make the need self-evident with a concrete life moment in the customer's own words.
|
||||
- **"오늘부로 보정 어플 삭제" (아이디병원, 윤곽)** — everyday detail (photo-retouch app) implies the result. Compliance: caution — it edges toward a result claim; soften.
|
||||
- **"무더운 여름에 반팔티 한장만 입자" (아이디병원, 여유증)** — season + scene generate the need naturally. Relatively safe.
|
||||
- **"심술보, 불독살, 처진볼살" (아이디병원, 중안부)** — lists the concern in exact customer words. Relatively safe (avoid shaming register).
|
||||
- **Steal this:** open on the mirror/photo/clothing moment where the concern actually bites.
|
||||
|
||||
## 4. Subjecthood / self-determination
|
||||
Make the customer the subject; the clinic is the helper.
|
||||
- **"예쁘게 나답게" (AB성형외과)** — parallel + self-acceptance. Safe.
|
||||
- 🌐 **"You... redefined." (Centra)** — ellipsis whitespace + "redefined" in one word; ultra-concise, adapts well to Korean. Safe.
|
||||
- 🌐 **"Own Your Look" (BOTOX/Allergan)** — imperative agency. Safe in spirit.
|
||||
- **Steal this:** put 당신/나 as the grammatical subject; frame surgery as the customer's decision, not the clinic's promise.
|
||||
|
||||
## 5. Indirect emotion (result → feeling; dodges effect-claims)
|
||||
Point at how life feels afterward, not at the physical result — the safest way to be moving.
|
||||
- **"세상이 나에게 친절해졌다" (본 아이템)** — change framed as how the world *treats* you. Safe, long resonance.
|
||||
- **"당신의 피부에 자신감을" (RNME, 슈링크)** — abstract value (confidence). Safe.
|
||||
- 🌐 **"Recapture the beauty of self-confidence."** — beauty = confidence; avoids appearance claims, matches Korea's 2026 trust-first shift. Safe.
|
||||
- **Steal this:** shift the object from the face to the feeling/relationship; this both moves people and clears 심의.
|
||||
|
||||
## 6. Wordplay / rhyme mnemonic
|
||||
Sound-based memorability tied to the brand.
|
||||
- **"예쁘면 DA야! / 잘생기면 DA야!" (디에이)** — brand name + interjection pun, gendered variants for reach. Relatively safe (rhyme-led).
|
||||
- **"당신의 뷰티메이트" (Beauty+Medical+Mate, 리앤영)** — coined word compresses a "companion" position. Safe.
|
||||
- **Steal this:** find the pun that lives inside the brand name; make it repeatable.
|
||||
|
||||
## 7. Location / positioning anchor
|
||||
Compress positioning into a place or association.
|
||||
- **"신사역에 있는 쥬얼리 / 가슴 성형을 잘 하는 쥬얼리" (쥬얼리)** — place anchor + drives associated search. Compliance: caution — "잘 하는" implies superiority; soften.
|
||||
- **Steal this:** anchor to a place/association the customer already navigates by.
|
||||
|
||||
## 8. Question hook / curiosity
|
||||
Open a loop the reader wants closed.
|
||||
- **"한 장의 시트가 피부를 얼마나 바꿀 수 있을까" (더우주)** — curiosity question, easy to transplant to procedure content openers. Safe.
|
||||
- **Steal this:** ask the exact question the hesitant customer is already asking — but don't answer it with a guarantee.
|
||||
|
||||
## 9. Contrast / triad structure
|
||||
Structural rhythm carries the message.
|
||||
- 🌐 **"Look Better. Breathe Better. Sleep Better."** — triad; sells *function* (e.g., rhinoplasty) — functional benefit is comparatively 심의-safe. Safe.
|
||||
- **"다시, 원인을 정확히 분석하다" (아이디병원, 재수술)** — process/trust framing for anxious re-op customers; fits the 2026 trend. Safe.
|
||||
- **Steal this:** triads and "process over promise" reassure without claiming results.
|
||||
|
||||
---
|
||||
|
||||
## AVOID cluster — frequent clichés that overlap with 심의 risk
|
||||
Seen repeatedly in the wild; low distinctiveness and usually risky. Details in `corpus_cliche.md` / `corpus_compliance_risk.md`.
|
||||
- Price/inducement: 특가 · 파격 · 초특가 · "최대 OO% 할인" · 선착순 O명 · 후기 작성 시 할인
|
||||
- Superlative/exclusivity: 최고 · 1위 · 유일 · 국내최초 · (EN) best / only / perfect
|
||||
- Effect-guarantee: 예뻐진다(단정) · 흉터/부작용 없는 · 책임진료
|
||||
- Shaming/objectifying: 넙데데 · 코끼리 다리 · "SIZE MATTERS" (전형적 성상품화 논란)
|
||||
- Tired beauty words: 여신 · 리즈 갱신 · 인형 같은
|
||||
|
||||
## Market context (why the above matters)
|
||||
Korean aesthetic marketing is shifting from **price competition → trust competition**: event/discount lines are shrinking, and story-led, indirect emotional appeals ("변화보다 자신감") both pass 심의 and perform better. English-market lines built on `best / only / results / perfect` should **not** be translated literally — they become superlative/effect-guarantee risks in Korea.
|
||||
|
||||
## Distilled principle
|
||||
The safest *and* catchiest formula = **(a) metaphor/brand-name fusion + (b) subjecthood framing + (c) process/emotion instead of result claims** — and never superlatives, discount inducement, or comparison.
|
||||
|
||||
---
|
||||
|
||||
## Sources (traceability)
|
||||
- 바노바기 공식 — https://www.banobagi.com/page/sub07_00
|
||||
- 쥬얼리성형외과 인터뷰(채널톡) — https://channel.io/ko/blog/articles/cs-case-jewerly-e75ca530
|
||||
- 리쥬란(나무위키) — https://namu.wiki/w/%EB%A6%AC%EC%A5%AC%EB%9E%80
|
||||
- 차앤박(CNP) 브랜드스토리 — https://www.cnpskin.com/pc/cnp/about-us/brand-story.html
|
||||
- 나무성형외과 공모전(위비티) — https://www.wevity.com/index_university.php?c=find&s=_university&gbn=viewok&gp=71&ix=55321
|
||||
- 아이디병원 프로모션 — https://www.idhospital.com/promotion/onsale
|
||||
- 디에이성형외과 — https://daprs.com/board/event/list
|
||||
- 카피 모음(채널톡) — https://channel.io/ko/blog/articles/copy222-ffa64ebe
|
||||
- 성형외과 광고 인사이트(신뢰 중심 전환, AMPM) — https://inside.ampm.co.kr/insight/13055
|
||||
- 강남언니 광고 가이드 — https://blog.gangnamunni.com/post/ads-guide
|
||||
- 글로벌 클리닉 슬로건 DB — http://www.textart.ru/advertising/slogans/plastic-surgery.html
|
||||
- BOTOX "The One & Only" (AbbVie) — https://news.abbvie.com/2025-09-09-BOTOX-R-Cosmetic-onabotulinumtoxinA-Unveils-The-One-Only-Campaign
|
||||
@@ -0,0 +1,40 @@
|
||||
# 5-Axis Re-scoring Rubric
|
||||
|
||||
Score the original and the improved copy on the same basis to make "did it actually get better?" objective.
|
||||
|
||||
## Axes and scale (1–5 each; compliance is a gate)
|
||||
|
||||
| Axis | Question | 1 | 5 |
|
||||
|------|----------|---|---|
|
||||
| **Freshness / Hook** | Non-stale and eye-catching? | tired, boilerplate | makes you stop and read |
|
||||
| **Distinctiveness** | Avoids the clichés everyone uses? | seen-it-before | only this clinic |
|
||||
| **Brand fit** | Matches tone & brand assets? | off-tone | reinforces brand-ness |
|
||||
| **Compliance (심의)** | Free of risk expressions? | — | — (PASS/FAIL gate) |
|
||||
| **Clarity** | Understood instantly? | what does it say | one-pass clear |
|
||||
|
||||
## Compliance gate rule
|
||||
- If any 🔴 (risk expression) exists → **FAIL** → that option cannot be adopted, no matter how high the other scores.
|
||||
- Missing mandatory disclosure (advertiser / side-effects / review number) is also a FAIL → then `[확인]`.
|
||||
|
||||
## Brand-asset line (required)
|
||||
When scoring brand fit, avoid stopping at a vague "feel." Write one line:
|
||||
> Brand **attribute / association / asset** this copy strengthens: (e.g., a "naturalness" association, an "honest expert" attribute, a slogan asset)
|
||||
|
||||
This anchors qualitative judgment in a measurable direction instead of vague sentiment.
|
||||
|
||||
## Judgment / improvement priority
|
||||
1. Compliance gate first (fix immediately if FAIL)
|
||||
2. Clarity (if it doesn't read, appeal is moot)
|
||||
3. Distinctiveness & freshness (remove clichés → strengthen hook)
|
||||
4. Brand-fit fine-tuning
|
||||
|
||||
## Scoring example
|
||||
```
|
||||
| Axis | Original | Recommended |
|
||||
| Freshness | 2 | 4 |
|
||||
| Distinctiveness | 2 | 4 |
|
||||
| Brand fit | 3 | 5 |
|
||||
| Compliance | PASS | PASS |
|
||||
| Clarity | 4 | 4 |
|
||||
→ Strengthened asset: "표정 습관" reframe reinforces the "honest educator" attribute
|
||||
```
|
||||
@@ -0,0 +1,36 @@
|
||||
# Recursive Improvement Protocol — Evolving the Corpus
|
||||
|
||||
This skill's taste standard is not fixed; it **learns every campaign**. That keeps pace with staleness and keeps the differentiation coordinates current.
|
||||
|
||||
## After each trimming session
|
||||
1. **Adopted expressions** → if a newly-working pattern, add to `corpus_effective.md` (generalize the structure/principle; do not store the whole line).
|
||||
2. **Rejected / trimmed expressions** → if stale, add to `corpus_cliche.md`; if a compliance risk, add to `corpus_compliance_risk.md`.
|
||||
3. **Demotion**: move once-effective but now-common expressions from `corpus_effective` → `corpus_cliche`.
|
||||
|
||||
## Tagging schema (record on each addition)
|
||||
| Field | Description |
|
||||
|-------|-------------|
|
||||
| expression | expression/pattern (prefer a generalized form over a single line) |
|
||||
| class | effective / cliché / risk |
|
||||
| reason | why this class (one line) |
|
||||
| channel | channel it was mainly used in |
|
||||
| date | added/updated date |
|
||||
| source | campaign / client source |
|
||||
|
||||
Example:
|
||||
```
|
||||
| "headline it with the customer's own concern" | effective | instant empathy, stops the scroll | Instagram/blog | 2026-07 | Jamie 표정케어 |
|
||||
| "인생 리즈 갱신" | cliché | 10-yr-old beauty buzzword, no distinctiveness | all | 2026-07 | — |
|
||||
```
|
||||
|
||||
## Periodic cleanup (quarterly recommended)
|
||||
- Merge duplicates, delete dead entries
|
||||
- If `corpus_effective` grows too large, review candidates for demotion
|
||||
- Reflect changes in 심의 standards (check the self-regulatory body's notices → `[확인]`)
|
||||
|
||||
## Principle recap
|
||||
- The corpus is for **avoidance / coordinates, not imitation**. Even `effective` entries mean "borrow the structure, write anew," not "reuse."
|
||||
- Always confirm currency of compliance items. Judgments here are guidance, not legal advice.
|
||||
|
||||
## Optional user feedback loop
|
||||
After a campaign ends, if the user shares which copy performed well/poorly (reactions, conversions, reviews), use that signal to re-tag effective/cliché. Performance data is the corpus's final arbiter.
|
||||
@@ -0,0 +1,52 @@
|
||||
# Making Copy Trendy / Catchy Within 심의 Limits
|
||||
|
||||
> Premise: **the ceiling on wit is set by 의료광고 심의.** If the fun relies on exaggeration, superlatives, inducement, or comparison, it is void.
|
||||
> Goal: restrained appeal that still catches the eye inside the rules.
|
||||
|
||||
## Six techniques that work
|
||||
|
||||
### 1. Win with specificity
|
||||
Drop abstractions ("아름다움") for a concrete scene or object — the concreteness itself feels fresh.
|
||||
- Flat: "자신감을 드립니다" → Sharp: "거울 보는 시간이 즐거워집니다"
|
||||
|
||||
### 2. Borrow the customer's words
|
||||
Use the exact phrase the target types into a search box or community post as the headline.
|
||||
- Ex: "표정 관리, 매번 큰맘 먹지 않아도"
|
||||
|
||||
### 3. Unexpected frame (reframe/twist)
|
||||
Bend a familiar idea slightly, without creating a misunderstanding.
|
||||
- Ex: "주름은 나이가 아니라 표정 습관" (educational reframe)
|
||||
|
||||
### 4. Rhythm / parallelism / rhyme
|
||||
Make it stick through the pleasure of sound: parallel structure, triads, alliteration.
|
||||
- Caution: never sacrifice meaning for rhyme.
|
||||
|
||||
### 5. Restrained humor (keep dignity)
|
||||
Light but not cheap; never at the cost of the clinic's trust.
|
||||
- Safe: situational empathy humor ("월요일 아침 눈꺼풀처럼 무거운")
|
||||
- Risky: appearance-shaming, anxiety-baiting, self-deprecation
|
||||
|
||||
### 6. Whitespace and brevity
|
||||
Don't say everything. Stop at one line and leave the rest to consultation.
|
||||
|
||||
## Boundaries — wit that does NOT work
|
||||
- Appearance-shaming / anxiety-baiting ("이대로 괜찮으세요?" pressure)
|
||||
- Superlatives dressed as humor ("완벽 변신 실화")
|
||||
- Inducement-as-fun ("친구 데려오면 개이득") → 심의 / inducement violation
|
||||
- Neologism / meme overuse → ages fast and is a top 심의-rejection cause
|
||||
- Dignity-damaging or provocative gags
|
||||
|
||||
## Wit intensity by channel
|
||||
| Channel | Wit allowance | Note |
|
||||
|---------|---------------|------|
|
||||
| Instagram | High (still 심의) | Focus on the first-line hook |
|
||||
| Blog / homepage | Medium | Educational tone first; wit at the subhead level |
|
||||
| 카플친 / 알림톡 | Low | Warm, thank-you tone; no heavy gags |
|
||||
| In-clinic POP | Medium | One catchy line, understood instantly |
|
||||
| Search ad | Low | Clarity and compliance first |
|
||||
|
||||
## Self-check questions
|
||||
- Does this joke create a misunderstanding (effect / safety)?
|
||||
- Is any inducement (economic-benefit emphasis) mixed in?
|
||||
- Will it still be fresh in 6 months (not meme-dependent)?
|
||||
- Does it read cleanly aloud, with no stumble?
|
||||
Reference in New Issue
Block a user