Add bitkey-copy skill: marketing copywriting guide for Bitkey

bitkey-copy/SKILL.md

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+---
+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?

bitkey-copy/templates/campaign-brief.md

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+# 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: