74 Copy Hai Lop

---
name: 74-copy-hai-lop
description: "Dung khi can viet slogan, headline poster hoac cau ngan co HAI LOP NGHIA — mat chu dung o hot/le/canh, lop trong la brand, de nguoi doc tu nhay mot nhip. Ra 3-5 phuong an khac cong thuc, kem brief visual giao skill 42. Kich hoat khi user nhac 'viet slogan', 'cau hai y', 'copy poster', 'an y nhu Durex', 'headline poster', 'copy doi am', 'viet cau ngan dang anh'. Khong dung cho — copy quang cao tra tien theo pheu thi dung skill 05-copy-quang-cao; caption organic dai thi dung skill 37-caption-social; dinh vi chien luoc thi dung skill 58-positioning; brief anh chi tiet thi dung skill 42-brief-hinh-anh."
metadata:
  version: 1.0.0
  category: content
license: MIT
triggers:
  - "viet slogan"
  - "cau hai y"
  - "copy poster"
  - "an y nhu Durex"
  - "headline poster"
  - "copy doi am"
  - "viet cau ngan dang anh"
  - "muon cau de nho"
  - "copy le tet"
  - "borrowed interest"
output: "File .md — 3-5 the phuong an (cong thuc + cau ngan + lop mat/lop trong + chuoi nhay + brief visual), 1 the khuyen dung, checklist tu cham, va handoff sang 42/05/37"
related:
  - 05-copy-quang-cao
  - 37-caption-social
  - 35-brand-voice
  - 36-content-brief
  - 42-brief-hinh-anh
  - 58-positioning
  - 16-marketing-psychology
  - 66-crisis-playbook
  - 62-marketing-review
---

# Copy Hai Lop — Slogan / Poster / Cau Ngan De Nho

> Skill nay **bo sung**, khong thay the `05-copy-quang-cao` hay `37-caption-social`.
> 05 so huu copy tra tien, gioi han ky tu, chinh sach nen tang, 6 bien the pheu.
> 37 so huu caption organic dai.
> 74 so huu cau ngan hai lop + brief poster. Khong tron lane.

Co che chuyen giao (khong phai "hoc noi dirty"): mot cau **dong thoi dung o hai ngu canh**. Tac gia chi viet lop mat. Nguoi doc tu nhay mot nhip sang lop trong. Nhip nhay do la ly do ho dung lai / chia se.

Nguon method (MIT, khong nhap poster hay cau goc thuong hieu nuoc ngoai): xem `references/bien-gioi-va-nguon.md`.

## Thu thap thong tin

Mac dinh **giao the phuong an**, khong hoi khao sat. Chi hoi khi that su thieu.

1. **Ban gi, cho ai?** Day la slot duy nhat duoc phep chan truoc khi viet. Neu khong suy ra duoc lop trong thi hoi 1 cau, roi dung.
2. Neu user da noi ro san pham / dip / kenh: **khong hoi them**. Viet gia dinh thanh 1 dong ("Toi lam theo 'dang anh feed, khach cuoi tuan' — sai thi noi, toi doi").
3. Khong bia them slot ngan sach, KPI, doi thu, brand color. Can thi gia dinh hoac ghi o cuoi "ban co the bo sung".
4. Neu ngay le / so lieu user dua lech thuc te, ghi 1 cau canh bao trong output — khong dung flow.

Toi da 4 cau neu that su thieu. Uu tien 1 cau hoac 0.

## Nguyen tac

1. **Hai lop, mot nhip.** Lop mat doc duoc ma khong can biet brand. Lop trong la gia tri san pham, khong phai tro cuoi rieng. Chuoi lien tuong chi duoc **mot mui ten**. Hai mui ten tro len = do, viet lai.
2. **Diem to la chet.** Viet xong cau la dung. Khong them "y la...", "day chinh la suc manh cua...".
3. **Cong thuc la cach viet, khong phai cach nghi.** Truoc khi chon cong thuc, tim moc noi (`references/tim-moc-noi.md`). Khong bam thi **bo dip**, dung gắng.
4. **3-5 the phai khac that.** Khac cong thuc, khac chu the hinh, khac giong. Khong giao 3 bien the cua cung mot y.
5. **Cau tren poster <= 12 chu.** Tot nhat 4-8. Dai hon chi khi la cap doi / song song. Caption dai de o phan phu, khong len hinh.
6. **Roi vao "ban", khong vao thong so.** Nguoi ta chia se vi "cau nay noi minh", khong vi "san pham tot".
7. **Doc brand voice truoc.** `35-brand-voice` + context san pham. Cau hay ma lech person brand = bo.
8. **Khong dung skill nay de chay ads.** Neu user muon len camp, lay cau thang roi dua `05-copy-quang-cao` viet lai theo pheu + policy.

## Khi nao KHONG dung

| Tinh huong | Chuyen sang |
|------------|-------------|
| Copy Meta/TikTok/Google Ads, 6 bien the, 125 ky tu | `05-copy-quang-cao` |
| Caption organic 3 doan, hashtag | `37-caption-social` |
| Promise + proof + huong tagline chien luoc | `58-positioning` (74 chi viet cau sau khi da chot huong) |
| Brief designer day du (size, safe zone, brand hex) | Viet cau o day xong giao `42-brief-hinh-anh` |
| Khung hoang, xin loi, recall | `66-crisis-playbook` — chi duoc dung cong thuc Giu minh |
| Y te, tai chinh, phap ly, thuoc, thuc pham chuc nang can claim | Khong choi hai nghia. Ve `05` + `62` neu van phai viet ads |
| B2B mua so luong, hoi dong mua hang | Hai lop it khi lay duoc quyet dinh. Dung `71` / `33` |

## Quy trinh

### Buoc 0 — 4 slot, gia dinh het muc

| Slot | Thieu thi |
|------|-----------|
| Ban gi | Hoi 1 cau. Khong doan. |
| Noi voi ai | Lay persona nganh dien hinh, ghi gia dinh |
| Co dip khong | Khong co → di huong insight san pham, khong bia hot |
| Dang o dau | Mac dinh anh feed 4:5. Ghi ro |

Doc `product-marketing-context` / Brand Hub / `35-brand-voice` neu co.

### Buoc 1 — Tim moc noi, roi moi chon cong thuc

Di 5 moc theo thu tu (chi tiet: `references/tim-moc-noi.md`):

1. Ten rieng / thanh ngu quen → chen 1-2 chu
2. Dong tu cua dip → nghia thu hai trong nganh minh
3. Thuoc tinh noi bat (nhanh/cham, day/mong, nong/lanh) → so voi thuoc tinh san pham, **nguoc thuong manh hon cung chieu**
4. So (ngay, gia, so hieu, ty so)
5. Canh cu the (mua, ket xe, tet, tang ca) — san pham phai **co mat va co viec** trong canh

Khong moc nao danh → dung, noi that. Dung "chuc ca nha vui ve" gia lam hai lop.

### Buoc 2 — 8 cong thuc (chon 3-5, khong dung het)

Bang ngan. Mach viet + vi du VN nam o `references/cong-thuc-hai-lop.md`.

| # | Cong thuc | Dung khi |
|---|-----------|----------|
| 1 | Chen chu / doi am vao thanh ngu quen | Dip co ten, brand co am tiet de chen |
| 2 | So hai nghia | Dip hoac gia co so trung voi san pham |
| 3 | Chiem nghia tu nganh | SaaS, giao duc, dich vu chuyen mon |
| 4 | Vat the len tieng | Khong co san pham vat ly, hoac san pham khong gong duoc an du |
| 5 | Tach chu / Han Viet | Ten ngan, 1 chu goc, le tiet khi |
| 6 | Cap doi / lich Nen Ky | Series le, calendar content |
| 7 | Tho 3 canh + 1 drop | User xin ban dai; **khong len poster** |
| 8 | Giu minh | Dip khong nen dua; toi da ~5 lan / nam |

Mot cau chi dung **mot** lan doi am. Hai lan = van vat.

### Buoc 3 — Giao 3-5 the, bat user chon

Moi the bat buoc khac cong thuc + khac chu the hinh.

```
A | <ten cong thuc>
Cau ngan: ...
Lop mat: ...
Lop trong: ...
Chuoi nhay: [mat] → [trong]   (dung 1 mui ten)
Chu the hinh: san pham / dao cu / chu lon
Giong: 1 cau
```

Neu user xin ban dai: viet **full 1 the ban tin dung nhat**, the con lai chi ghi dang (tho / vat the noi / list).

Sau the: **mot** cau hoi — chon the nao, ti le nao (4:5 feed / 1:1 / 9:16 / 16:9). Neu user da noi kenh, dung hoi ti le.

### Buoc 4 — Chot cau + brief visual (khong render)

Skill nay **khong xuat file anh**. Ly do: repo da co `42` va `30`; pipeline render cua nguon OSS khong phu hop stack VN va de keo theo font/IP.

Brief ngan cho designer / `42`:

- Chu the: san pham (15-35% khung) / dao cu 1 mon / chu lon
- Bo cuc: trai chu phai hinh | tren chu duoi hinh | chu giua | chu nam tren vat | gia giao dien
- Mau: uu tien mau brand. Khong co brand thi ghi 1 bo (toi / giay am / 1 mau nhan)
- Chu tren hinh = cau ngan da chot. Khong nhan dien them.
- Font: chi font duoc phep thuong mai. "May dang co" khong bang "duoc dung".
- 1 poster = 1 bo mau. Doi khung hinh la ve lai, khong scale.

Chi tiet khung: `references/khung-visual-hai-lop.md`.

## Bien gioi cung — vi pham thi viet lai, khong sua le

1. Khong dua len tham hoa, tai nan, chet choc, dich benh, lu, chay, sap cau — tru campaign cong ich ro rang.
2. Khong vat hoa phu nu, khong dung nguoi nhu bo phan co the.
3. Khong an y tinh duc len nguoi that, dac biet khong lien quan tre em. San pham 18+ khong nham tre em.
4. Khong an dip buon / hotspot thuong tam cua nguoi khac.
5. Khi chuyen sang nganh khong phai 18+: lop trong phai la **gia tri san pham**, khong phai tro sex.
6. Khong copy cau hay poster cua hang nuoc ngoai. Hoc co che, viet cau moi cho brand VN.
7. Nganh nha nuoc quan (thuoc, my pham claim, tai chinh, thuc pham chuc nang): khong de hai nghia tao hieu nham cong dung / chua benh / giam can.
8. Khong so sanh truc tiep bang ten doi thu (Luat Canh tranh). Khac biet noi o viec minh lam, khong o ten hang kia.
9. Nguoi that / KOL / mat celeb: can consent. Khong co phep thi anonymize hoac dung dao cu.
10. Quang cao nhay cam (18+, dip buon, nganh quan): **nguoi duyet** truoc khi dang. 62 khong thay nguoi.
11. Output giao khach / dang public: khong ghi Durex, Reckitt, khong claim affiliation. Trigger "nhu Durex" chi de nhan intent, khong de in ra ngoai.

## Cau truc ket qua

```
# Copy hai lop — [san pham] — [YYYYMMDD]

Gia dinh dang dung:
- Doi tuong:
- Kenh / ti le:
- Co / khong co dip:

## The phuong an
[3-5 the dung format Buoc 3]

## The khuyen dung
- Chon: [chu]
- Ly do 1 cau:
- Chuoi nhay (1 mui ten):
- Vi sao khong chon the kia (1 dong / the):

## Cau chot
- Tren hinh (<=12 chu):
- Pho (neu can, nho hon):
- Caption dai (neu user xin; khong len hinh):

## Brief visual giao 42
- Chu the + bo cuc + mau + font an toan + copy overlay dung cau chot

## Tu cham
- [ ] Mot nhip
- [ ] Khong diem to
- [ ] Roi vao "ban"
- [ ] Khac that giua cac the
- [ ] Khong vuot bien gioi
- [ ] Khop brand voice

## Handoff
- Can anh: `42-brief-hinh-anh` (hoac `30` neu gen AI, NO TEXT in image)
- Can len ads: `05-copy-quang-cao`
- Can caption dai: `37-caption-social`
- Can duyet: `62-marketing-review`
```

## Lien ket skill

- `35-brand-voice`: doc truoc — person, banned words, do dua duoc phep.
- `36-content-brief` / `09-insight-khach-hang`: insight va ngon ngu khach = nguyen lieu moc noi.
- `58-positioning`: chot Promise truoc khi 74 viet cau; 74 khong tu dinh vi.
- `42-brief-hinh-anh`: nhan brief visual sau khi cau da chot.
- `05-copy-quang-cao`: viet lai khi cau nay phai chay tien.
- `37-caption-social`: dan cau ngan thanh caption organic.
- `16-marketing-psychology`: neu can trigger (khan hiem, proof) — dung o caption/ads, khong nhet vao cau poster.
- `66-crisis-playbook`: dip nhay cam chi duoc Giu minh.
- `62-marketing-review`: gate truoc khi dang / in.

Chi tiet: `references/tim-moc-noi.md`, `references/cong-thuc-hai-lop.md`, `references/doi-am-tieng-viet.md`, `references/ngon-tu.md`, `references/khung-visual-hai-lop.md`, `references/bien-gioi-va-nguon.md`. Vi du spa: `references/vi-du-spa.md`.

## Checklist chat luong

- [ ] "Ban gi" ro, hoac da hoi 1 cau roi dung
- [ ] 3-5 the khac cong thuc va khac chu the hinh
- [ ] Moi the ghi lop mat, lop trong, dung 1 mui ten
- [ ] Cau tren hinh <= 12 chu (tru cap doi)
- [ ] Khong cau nao tu giai thich minh
- [ ] Chu ngu la "ban" / vat the, khong "moi nguoi" / "chung ta hay cung"
- [ ] Khong dung tinh tu quang cao (toi uu, vuot troi, dang cap, tan tam)
- [ ] Khong vuot 11 bien gioi (ke ca ten doi thu, consent, claim y te)
- [ ] The lech brand voice da bi loai, du hay
- [ ] Co handoff ro sang 42 / 05 / 37 — khong gia lam ads copy
- [ ] Output public khong nhac Durex / Reckitt nhu affiliation