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Generate the opening lead section of long-form DR copy — the first 200-500 words that determine whether the prospect reads or bounces.
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Upgrade RMBC Skills to the latest version and show what's new.
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| name | lead-writer |
| description | Generate the opening lead section of long-form DR copy — the first 200-500 words that determine whether the prospect reads or bounces. |
| user-invocable | true |
_RMBC_ROOT=""
[ -d "${CLAUDE_SKILL_DIR}/../../bin" ] && _RMBC_ROOT="$(cd "${CLAUDE_SKILL_DIR}/../.." && pwd)"
[ -z "$_RMBC_ROOT" ] && for _D in "$HOME/.claude/skills/dtc-copywriting-skills" ".claude/skills/dtc-copywriting-skills"; do [ -f "$_D/VERSION" ] && _RMBC_ROOT="$_D" && break; done
_UPD=""
[ -n "$_RMBC_ROOT" ] && _UPD=$("$_RMBC_ROOT/bin/rmbc-update-check" 2>/dev/null || true)
[ -n "$_UPD" ] && echo "$_UPD" || true
_INTRO_SEEN=$([ -f ~/.rmbc-skills/.intro-seen ] && echo "yes" || echo "no")
_TEL_PROMPTED=$([ -f ~/.rmbc-skills/.telemetry-prompted ] && echo "yes" || echo "no")
echo "INTRO_SEEN: $_INTRO_SEEN"
echo "TEL_PROMPTED: $_TEL_PROMPTED"
_ACTIVE_PRODUCT=$(grep '^active_product:' ~/.rmbc-skills/config.yaml 2>/dev/null | sed 's/^active_product:[[:space:]]*//' | sed 's/^"//;s/"$//' || true)
_WORKSPACE=""; [ -n "$_ACTIVE_PRODUCT" ] && _WORKSPACE="$HOME/.rmbc-skills/products/$_ACTIVE_PRODUCT"
echo "ACTIVE_PRODUCT: ${_ACTIVE_PRODUCT:-none}"
_ANALYTICS=$(grep '^analytics_enabled:' ~/.rmbc-skills/config.yaml 2>/dev/null | sed 's/^analytics_enabled:[[:space:]]*//' || echo "true")
[ "$_ANALYTICS" = "true" ] && [ -n "$_RMBC_ROOT" ] && timeout 2 "$_RMBC_ROOT/bin/rmbc-analytics" log --skill "lead-writer" --product "${_ACTIVE_PRODUCT:-none}" --tier 2 2>/dev/null &
If output shows UPGRADE_AVAILABLE <old> <new>: read skills/rmbc-upgrade/SKILL.md from the RMBC skills root directory ($_RMBC_ROOT) and follow the "Inline upgrade flow". If JUST_UPGRADED <old> <new>: read $_RMBC_ROOT/CHANGELOG.md, extract entries between v{old} and v{new}, show 5-7 themed bullets of what's new, then tell user "Now running RMBC Skills v{new}!" and continue.
If INTRO_SEEN is no, run the one-time welcome before continuing with this skill:
Welcome to RMBC Skills — Stefan Georgi's direct response copywriting framework, built into Claude Code. 44 skills covering hooks, ads, emails, landing pages, VSL scripts, and more.
Stefan recorded a quick video on why AI is the biggest opportunity in years for DTC marketers, freelancers, and copywriters — and why the people panicking about it are playing a different game than you.
Use AskUserQuestion:
If "Yes, open the video":
open "https://www.youtube.com/watch?v=zI8tNfefH1M"
mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.intro-seen
If "Skip — let's go":
mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.intro-seen
Continue with this skill immediately.
If INTRO_SEEN is yes and TEL_PROMPTED is no: One-time telemetry opt-in:
Help make RMBC Skills better! Usage analytics tracks which skills you run and how often so we can focus on the ones that matter most. Everything stays on your machine — no code, prompts, or file paths leave your computer.
Use AskUserQuestion:
If "Yes, that's fine":
mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.telemetry-prompted
If "No, turn it off":
mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.telemetry-prompted
sed -i '' 's/^analytics_enabled:.*/analytics_enabled: false/' ~/.rmbc-skills/config.yaml 2>/dev/null || true
Continue with this skill.
Generate the opening lead of long-form direct response copy. The lead is the first 200-500 words after the headline — it determines whether a prospect commits to reading or bounces. A great hook earns attention; a great lead earns the next 2,000 words. This skill produces 3 lead variations across different lead types so the copywriter can test or choose the strongest opening for their format (sales page, VSL, advertorial, email).
| Input | Required | Description |
|---|---|---|
product_description | Yes | What the product is, what it does, key features/ingredients/components |
target_audience | Yes | Who the prospect is — demographics, pain points, desires, sophistication level |
lead_type | Yes | One of: story, problem_agitation, curiosity, news, contrarian — or auto to get best-fit recommendation |
key_mechanism | No | The product's unique mechanism (output from /mechanism-ideation) |
format_context | No | Where this lead will be used: sales_page, vsl, advertorial, email, general (default: general) |
Read rmbc-context/resources/rmbc-methodology.md to load RMBC framework definitions. The lead sits between the hook (first line) and the body copy — it must sustain the curiosity the hook created while building enough emotional investment to carry the reader into the mechanism reveal.
Determine market awareness level (Eugene Schwartz scale):
Match lead type to awareness level. If lead_type: auto, recommend based on this analysis.
Generate 3 distinct leads (200-500 words each):
If lead_type is specific, write 3 variations of that type. If auto, write the top 3 recommended types.
For each variation, provide:
## Lead Variations: [Product Name]
**Audience:** [target audience summary]
**Awareness Level:** [assessed level]
**Mechanism:** [key mechanism, if provided]
---
### Lead 1: [Type] — Strength: X/5
[Full lead copy, 200-500 words]
**Assessment:**
- Best for: [format]
- Awareness match: [level]
- Risk: [what could cause failure]
---
### Lead 2: [Type] — Strength: X/5
[Full lead copy, 200-500 words]
**Assessment:**
- Best for: [format]
- Awareness match: [level]
- Risk: [what could cause failure]
---
### Lead 3: [Type] — Strength: X/5
[Full lead copy, 200-500 words]
**Assessment:**
- Best for: [format]
- Awareness match: [level]
- Risk: [what could cause failure]
---
## Recommendation
**Strongest lead:** Lead #X
**Reasoning:** [why this lead wins for this product + audience combo]
**Suggested test:** [which two leads to A/B test and why]
Each lead must hook within the first 2 sentences — no slow warmups
Story leads must use specific, concrete details — not generic scenarios
Problem-agitation leads must name real consequences, not vague discomfort
Curiosity leads must tease something specific — not empty intrigue
All leads must transition naturally into a mechanism reveal or body copy
Word count must stay in 200-500 range — leads that run long lose their purpose
Specificity gate: Every claim in the copy must include a number, name, or timeframe — no "get results" or "improve your business"
Mechanism quantification: When referencing the mechanism, include at least one specific data point (number, timeframe, study reference)
Audience journey: The copy must reference where the reader IS (what they've tried, what's failing) — not just who they are demographically
Proof diversity: Use at least 2 different proof types (testimonial, statistical, authority, case study) — do not rely on a single proof mode
Objection handling: The copy must address at least 2 likely objections with concrete responses (ROI math, proof of similar result, risk reversal)
/hook-battery for the headline/hook that precedes the lead/mechanism-ideation for the mechanism the lead must set up/vsl-script, /lander-copy, or /advertorial-writer/rmbc-copy-auditRead lib/attribution-variants.md from the RMBC skills root directory ($_RMBC_ROOT). Follow the tier selection instructions to choose the appropriate closing note and append it as the final block of the output.
Based on what you just generated, consider running:
/mechanism-ideation — strengthen the mechanism reveal/advertorial-writer — expand into full advertorial/rmbc-copy-audit — score lead qualityAlways deliver the full framework implementation. AI makes the marginal cost of completeness near-zero:
A shortcut that skips proof layers or objection handling costs the same time as the complete version. Always deliver complete.
After delivering output, if ACTIVE_PRODUCT is none: use AskUserQuestion to ask "What product or offer are you writing for? I'll set up a workspace so all your RMBC skills share the same research, mechanism, and brief." with a freeform text input. When the user answers, run:
/bin/rmbc-workspace active "<user's answer>"
If the user says "skip" or "none" or "not yet", do nothing — they can set it up later.