From 561e0348f41387c5d0622ca87db88f4a68e0b65f Mon Sep 17 00:00:00 2001 From: Tessa Pettman Date: Thu, 19 Mar 2026 14:56:04 +0000 Subject: [PATCH] Add bitkey-copy skill: marketing copywriting guide for Bitkey Adds a comprehensive copywriting skill for Bitkey (Block's self-custody bitcoin wallet) covering brand voice, social media style, website marketing copy, blog/thought leadership, key narratives, and review checklists. Based on official Bitkey brand guidelines and live site copy from bitkey.world and bitkey.build. --- bitkey-copy/SKILL.md | 204 ++++++++++++++++++++++++ bitkey-copy/templates/campaign-brief.md | 46 ++++++ 2 files changed, 250 insertions(+) create mode 100644 bitkey-copy/SKILL.md create mode 100644 bitkey-copy/templates/campaign-brief.md diff --git a/bitkey-copy/SKILL.md b/bitkey-copy/SKILL.md new file mode 100644 index 0000000..4282c52 --- /dev/null +++ b/bitkey-copy/SKILL.md @@ -0,0 +1,204 @@ +--- +name: bitkey-copy +description: Write marketing copy for Bitkey — Block's self-custody bitcoin wallet. Covers brand voice, social media (X/Twitter), website marketing copy, blog/thought leadership, content pillars, and review checklists. +author: tessapettman +version: "1.0" +tags: + - marketing + - copywriting + - bitcoin + - social-media + - brand-voice +--- + +# Bitkey Copywriting Skill + +Use this skill when writing any Bitkey marketing content: social media posts, website copy, blog posts, or campaign briefs. + +## About Bitkey + +Bitkey is Block's self-custody bitcoin hardware wallet. It includes a hardware device, a mobile app, and server-assisted recovery — with no seed phrases. The product uses 2-of-3 multisig security: you hold two keys (device + app), a third is encrypted on a server and can't be used without one of yours. From the makers of Square and Cash App. + +--- + +## PART 1: BRAND VOICE & VIBES + +### The Bitkey Personality +Bitkey is the **"adult in the room"** — confident, clean, and credible. The voice should feel almost reflexive: simple, clean posts that earn every word. + +### Adjectives That Guide Creative Content +- **Witty & Playful** +- **Crisp & Concise** +- **Minimalist & Clean** +- **Friendly & Personable** +- **Authoritative & Informative** + +### Core Vibes +- Maintain brand credibility and cultivate crisp, clean vibes +- Be fresh. Be likeable. Be active. Be informational. Be self-aware. +- Subtle humor is great. Watch for strategic opportunities for more direct jokes. +- Lean into content and vibes that appeal to **all of Bitcoin**, not just Bitkey users +- Lean into the clean aesthetic of the product and brand design in as much content as possible +- Lean into "builder energy" without a cringe "building in public" persona. Share technical thoughts, feature demos, product benchmarks. + +### Vibes to AVOID +- **Cold & Corporate** +- **Goofy & Spammy** +- **Edgy & Desperate** +- **Chaotic & Scrappy** +- **Pretentious & Verbose** +- **Defensive & Competitive** + +--- + +## PART 2: NO-GOS (HARD RULES) + +- ❌ No "market hype" language or memes +- ❌ No tribal, toxic, or gatekeeping culture or tone +- ❌ No messy, chaotic, low-effort or unpolished content of any type +- ❌ No buzzwords or slang-heavy copy; very little lingo even when relevant +- ❌ Rarely post generic bland memes — always add a touch of branding +- ❌ No posting slop, cringe, or other low-value forgettable content. Every post matters. +- ❌ No acronyms, lingo, or inside jokes only small niches will understand +- ❌ No first person ("I" or "me") — Bitkey always posts as "we" or "us" +- ❌ No AI giveaway punctuation: em dashes (—), or words like "bulletproof" or "flipped the script" +- ❌ Edit wording as if Bitkey is being charged per character + +--- + +## PART 3: WEBSITE MARKETING COPY STYLE + +*Tone reference: bitkey.world* + +### Tone +The website copy is **confident, minimal, and benefit-led**. Headlines are short and punchy. Body copy is conversational but authoritative. Every sentence earns its place. + +### Real Headlines (use as tone reference) +- "Lose your seed phrase. Keep your bitcoin." +- "Fully Integrated" +- "Recovery without the worry" +- "Built-in multisig security — One wallet, three keys" +- "Make your bitcoin a generational asset." +- "Your keys are none of our business." +- "Take control — Experience self-custody without stress." +- "We built the wallet we wanted to use" + +### Real Body Copy Examples (use as tone reference) +- "Bitkey's app and hardware were built together from the ground up to eliminate the complexities of traditional hardware wallets." +- "Bitkey's recovery system is built for real life." +- "Your bitcoin isn't just an investment—it's part of your legacy. And passing it on shouldn't be stressful." +- "Bitkey is the first wallet to bring enhanced privacy to collaborative self-custody. We can never move (or prevent you from moving) your money." +- "Whether you're a daily user or holding long-term, Bitkey fits into your life without getting in the way." + +### Website Copy Patterns +- **Hero sections:** Short headline (2-6 words) + one supporting sentence + CTA +- **Feature sections:** Benefit headline + plain-language explanation of how it works +- **Social proof:** Real quotes from real bitcoiners, not generic testimonials +- **FAQ:** Direct, jargon-free answers that link to the learning hub for depth +- **CTAs:** "Buy now", "Add to cart", "Learn more" — always clear and direct + +--- + +## PART 4: BLOG & THOUGHT LEADERSHIP STYLE + +*Tone reference: bitkey.build* + +### Tone +Blog content is **technical but accessible, builder-oriented, and principled**. It reads like smart engineers explaining their thinking to a curious audience. No marketing fluff. + +### Blog Post Titles (use as tone reference) +- "Screens are not a panacea" +- "Seed Phrases are Sharp Edges" +- "Chain Code Delegation: Improving Privacy in Collaborative Multisig" +- "Building Better Bitcoin Self-Custody" + +### Blog Style Rules +- Lead with the insight or thesis, not the product +- Explain the "why" before the "what" +- Use technical terms when accurate, but always explain them +- Share the team's thinking process — show the trade-offs considered +- Link to the learning hub or whitepaper for deeper dives +- Tone: confident, principled, transparent about trade-offs +- Length: 800-2,000 words for blog posts; longer for whitepapers + +--- + +## PART 5: SOCIAL MEDIA CONTENT STYLE (X/TWITTER) + +### Voice & Perspective +- **Always third person.** Bitkey posts as "we" or "us" — never "I" or "me". +- **Always sound like a real human.** Never robotic, never corporate. +- **Earn every word.** Write like a friend — with words that add flavour with purpose. + +### Formatting & Structure +- **Minimalist posts perform best.** Don't overload with links, hashtags, video, photos, and multiple lines of text all in one post. +- **Concision > completion.** If a 4-5 word phrase nails a thought, don't overwrite it. +- **Use punctuation with purpose.** Not a college essay — but avoid "slop mode". +- **Never be too formal.** + +### Emojis +- Avoid emojis generally +- When using emojis, default to 🔑 or 🔒 +- Never use emojis as a crutch + +### AI-Generated Content +- Generated images and AI media can be useful — but use sparingly and with purpose +- Avoid AI giveaway punctuation and phrasing +- Always sound like a real human wrote it + +--- + +## PART 6: KEY NARRATIVES & FEATURES TO ROTATE + +### Signature Phrases +- **"Say goodbye to seed phrases."** +- **"Self-custody is safer without seed phrases."** +- **"Bitkey coded."** +- **"Lose your seed phrase. Keep your bitcoin."** +- **"Your keys are none of our business."** + +### Key Features to Rotate in Content +1. **Multisig Setup** — 2-of-3 keys, you hold two, only you approve transactions +2. **Bitkey Device** — biometric hardware, clean design, protects every transaction +3. **Bitkey App** — compare prices across exchange partners, manage your wallet +4. **Bitkey Servers** — encrypted key that can't be used without one of yours +5. **Bitkey Privacy** — first wallet with enhanced privacy for collaborative self-custody +6. **Bitkey Open Source** — transparent, verifiable, community-trusted +7. **Bitkey Inheritance** — designate a beneficiary, built-in safeguards, generational wealth + +### Key Value Propositions +- **No seed phrases** — recovery without the stress +- **Built for real life** — lost phone, lost device, lost both — you're covered +- **True self-custody** — you hold the quorum of keys, Bitkey can't move your money +- **From the makers of Square and Cash App** — implied trust and credibility +- **Privacy-first** — transactions remain private and hidden from Bitkey + +--- + +## PART 7: COPY REVIEW CHECKLIST + +Before publishing any Bitkey content, verify: + +### All Content +- [ ] Does it sound like a real human wrote it? (Read it aloud) +- [ ] Is it written in third person ("we"/"us", never "I"/"me") for brand content? +- [ ] Is it free of AI giveaway language? (No em dashes, no "bulletproof", no "flipped the script") +- [ ] Does it match the brand adjectives? (Witty, crisp, minimalist, friendly, authoritative) +- [ ] Does it avoid all No-Gos? (No hype, no slang, no tribal tone, no slop) + +### Social Posts +- [ ] Is it concise? Could any words be cut? +- [ ] Is it minimalist? (Not overloaded with links, hashtags, emojis, images all at once) +- [ ] Would it make someone laugh, curious, informed, or impressed? +- [ ] Is it earning its place in someone's feed — or is it forgettable? +- [ ] If using emojis: are they 🔑 or 🔒? Used sparingly? + +### Website Copy +- [ ] Is the headline benefit-led and under 8 words? +- [ ] Does the body copy explain the benefit in plain language? +- [ ] Is there a clear CTA? + +### Blog / Thought Leadership +- [ ] Does it lead with an insight or thesis, not the product? +- [ ] Are technical terms explained for a broader audience? +- [ ] Does it show the team's thinking and trade-offs? diff --git a/bitkey-copy/templates/campaign-brief.md b/bitkey-copy/templates/campaign-brief.md new file mode 100644 index 0000000..d883806 --- /dev/null +++ b/bitkey-copy/templates/campaign-brief.md @@ -0,0 +1,46 @@ +# Campaign Brief: [Campaign Name] + +## Overview +- **Campaign Name:** +- **Owner:** +- **Date:** +- **Status:** Draft / In Review / Approved + +## Objective +What are we trying to achieve? (Be specific — e.g. "Drive 5,000 app downloads in Q2" not "raise awareness") + +## Target Audience +- **Primary segment:** +- **What they care about:** +- **Where they are:** (channels, platforms, communities) + +## Key Message +One sentence that captures what we want the audience to take away. + +## Supporting Messages +1. +2. +3. + +## Tone & Voice +(Reference the Bitkey brand voice guidelines. Note any adjustments for this campaign.) + +## Deliverables +| Deliverable | Format | Owner | Due Date | +|---|---|---|---| +| | | | | + +## Success Metrics +| Metric | Target | How We'll Measure | +|---|---|---| +| | | | + +## Approval Chain +1. Draft review: [Name] +2. Final approval: [Name] +3. Legal review (if needed): [Name] + +## References & Assets +- Brand guidelines: +- Previous campaigns: +- Competitor examples: