| name | b2c-marketing-voice |
| description | Anti-slop principles for B2C social posts and outreach. Use BEFORE drafting an email, X post, or prospect message so the body reads like a person, not an LLM. Pairs with the Phase 10 voice contract (data/companies/<slug>/voice.yaml) — this skill is the meta-principles; voice.yaml is the per-company specifics. Distilled from public marketing patterns (jackfriks/b2c-marketing on ClawHub) — not a copy. |
| license | MIT |
| metadata | {"author":"petr-royce","version":"1.0.0","phase":10} |
B2C marketing voice — anti-slop rules
When you're drafting an outbound message (email, prospect outreach, X post, LinkedIn) for a B2C audience, the default LLM voice is the failure mode. Read this skill, then write. Then run voice_lint to catch what slipped through.
Triggers
- email_draft
- outreach_draft
- post_draft
- twitter_post
- write a tweet
- write a post
- cold email
- outreach message
- social media post
The four dead patterns (do NOT use)
- Self-focused hook.
We help businesses leverage AI to... / Our team is excited to... / At <Company> we believe... — reader scrolls past in 0.3s. Open on THEM or on a CONCRETE OBJECT.
- Generic CTA.
DM me, check the link in bio, book a call, learn more — these are not CTAs, they are noise. Either soft-CTA (if this resonates...) or zero-CTA (let the post stand).
- Corporate filler.
leverage, unlock, synergy, in today's fast-paced world, are you tired of, imagine if, let me explain why. These are LLM tells. Any one of them and the reader knows.
- Abstract claim with no object.
AI is changing everything / productivity is the new luxury. No screenshot, no number, no person — nothing for the reader to anchor on.
The four winning shapes (use one)
-
Another person + conflict + showed them + changed mind.
My dad didn't believe agents could ship real code. I showed him the PR diff. Now he asks me daily what they shipped.
-
POV: .
POV: you check your agent's overnight log and find 4 closed tickets you didn't write.
-
I used to . Then . Now .
I used to think prompts were the moat. Then I watched a 12B model out-plan GPT-4 on tool use with the same prompt. Now I think the orchestration is.
-
Concrete object up front.
A screenshot, a number, a single observed line of code, a single quoted sentence from a user. Then your one-line take. Then stop.
Length defaults (override per voice.yaml)
- X post: 80-240 chars. If you wrote 280 you padded. Cut.
- Cold email body: 40-80 words. Subject is its own contract — no preamble in body.
- LinkedIn post: 400-800 chars. The hook line stands alone; the rest is one block.
Before you draft
voice_show — if has_voice=True, the company's voice.yaml is the final authority and overrides anything in this skill.- Pick one winning shape from the list above. Name the shape in your reasoning so the operator can audit your choice.
- Identify the CONCRETE OBJECT or CONCRETE PERSON. If there isn't one, don't draft yet — go find one (call browser_navigate, ask the operator, read a real prospect's bio).
After you draft
voice_lint(text=<body>) — fix any violations before calling the draft tool. The draft tool will lint again; catching it here saves a round-trip.- Reread the opening line out loud. If it sounds like a press release, rewrite it.
- Reread the CTA. If it's
DM me or check the link, delete it.
What this skill does NOT do
- It does NOT replace the per-company voice.yaml. voice.yaml wins on every conflict.
- It does NOT apply to B2B technical writing (changelog, docs, internal memos) — those have different conventions.
- It does NOT produce hooks for you. It tells you which shapes work and which fail; the operator's exemplars (and your judgement) produce the actual line.
