pdp-ecomm-template

name	pdp-ecomm-template
description	Generate RMBC-structured product detail page (PDP) copy for e-commerce — extracts proven structure from top-performing pages and rewrites for a new product.
user-invocable	true

Preamble (run first)

_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 "$_RMBC_ROOT/bin/rmbc-analytics" log --skill "pdp-ecomm-template" --product "${_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:

• Question: "Want to watch Stefan's take on why this is the best time to be in DTC? (~5 min)"
• Options:
  1. "Sure, open it"
  2. "Maybe later — let's write some copy"

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:

• Question: "Cool with anonymous usage analytics? You can change this anytime."
• Options:
  1. "Sure, happy to help" — keep analytics on and mark as prompted
  2. "No thanks" — disable analytics and mark as prompted

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.

PDP E-Commerce Template

Purpose

Generate high-converting product detail page copy using RMBC methodology. The skill extracts structural patterns from proven top-performing PDPs (Primal Queen, Happy Mammoth, etc.) and applies that architecture to a new product. The PDP is often the highest-revenue page in a DTC funnel — every word is high-leverage.

Inputs

Input	Required	Description
product_name	Yes	Product name as it appears on the label/site
product_description	Yes	What the product is, what it does, core value proposition
key_ingredients_features	Yes	Top ingredients or features with proof points (clinical data, patents, percentages)
price_point	Yes	Retail price + any bundle/subscription pricing
target_audience	Yes	ICP description — demographics, psychographics, core pain
reference_page_url	No	URL of a high-performing PDP to extract structure from
traffic_source	No	meta | native | organic | email. Default: meta. Adjusts tone/length

Execution Protocol

Step 1: Load Context

Read rmbc-context/resources/rmbc-methodology.md to load RMBC framework, including framework overview, quality dimensions, and mobile-first principles.

Step 2: Calibrate for Traffic Source

Adjust copy length and tone based on traffic source:

• Meta (warm): Shorter, proof-heavy, assumes some brand awareness. Lead with social proof or results.
• Meta (cold): Medium length, problem-agitate-mechanism structure. Education required.
• Native ads: Longest copy. Advertorial-adjacent tone. Full mechanism education before product reveal.
• Organic/SEO: Balanced length. Feature-benefit focus. FAQ-heavy for search intent.
• Email: Shortest. Relationship-aware. Lead with offer or new proof.

Step 3: Extract Reference Structure

If reference_page_url is provided, analyze the page structure and extract the section-by-section template (headings, proof placement, CTA cadence, mobile layout). If not provided, use the default 9-section PDP architecture below.

Step 4: Generate PDP Copy

Write each section following the output structure. Apply mobile-first hierarchy: short paragraphs, scannable subheads, visual break points noted in brackets.

Step 5: Apply Value-Comparison Pricing

In the price anchoring section, explicitly calculate unit economics. Show the math: "$X per serving vs $Y for [competitor/alternative]." Make the comparison visceral and specific.

Step 6: Validate Against Quality Dimensions

Score the draft against RMBC quality dimensions (result specificity, mechanism novelty, proof believability, CTA clarity). Flag any dimension below 15/25 with a revision note.

Output Format

## PDP Copy: [Product Name]
**Traffic source:** [source] | **ICP:** [1-line summary]

---

### 1. Above the Fold
**Headline:** [Primary headline — benefit-driven, specific]
**Subhead:** [Mechanism hint or proof point]
**Hero image direction:** [What the image should communicate]
**Primary CTA:** [Button text + context]

### 2. Problem Section
[Agitate the core pain. Be specific to the ICP. Use their language. 3-5 short paragraphs, mobile-optimized.]

### 3. Mechanism Reveal
[Why THIS product works. Unique angle that passes the "only we" test. Bridge from problem to solution without being generic.]

### 4. Ingredient/Feature Highlights
**[Ingredient/Feature 1]:** [Proof point — clinical data, percentage, patent]
**[Ingredient/Feature 2]:** [Proof point]
**[Ingredient/Feature 3]:** [Proof point]
[Up to 5. Each must have a specific proof point, not a vague claim.]

### 5. Social Proof Section
**Star rating:** [X.X / 5]
**Review count:** [N+ reviews]
**Featured testimonial 1:** "[Quote]" — [Name, credential/context]
**Featured testimonial 2:** "[Quote]" — [Name, credential/context]
**Placement note:** [Where to position reviews relative to CTA]

### 6. Value Stack
| You Get | Retail Value |
|---------|-------------|
| [Item 1] | $XX |
| [Item 2] | $XX |
| [Bonus if applicable] | $XX |
| **Total value** | **$XXX** |

### 7. Price Anchoring
[Value-comparison pricing. Show unit economics explicitly. Compare to competitor price, daily coffee, or relevant anchor. Make the math obvious.]

### 8. CTA + Guarantee
**CTA:** [Specific button text + urgency element]
**Guarantee:** [Risk reversal — days, terms, tone]
**Guarantee framing:** [How to present the guarantee as confidence, not desperation]

### 9. FAQ
1. **[Objection as question]** — [Direct answer that resolves and redirects to benefit]
2. **[Objection as question]** — [Answer]
3. **[Objection as question]** — [Answer]
4. **[Objection as question]** — [Answer]
5. **[Objection as question]** — [Answer]

---

Quality Criteria

• Mobile-first: no paragraph longer than 3 lines on mobile (roughly 40 words max)

• Every ingredient/feature claim backed by a specific proof point (number, study, patent)

• Value-comparison pricing includes explicit unit economics math

• Mechanism section passes the "only we" test — not interchangeable with competitor claims

• CTA is specific action + urgency + risk reversal (never "Learn more")

• FAQ questions are real objections, not softballs

• 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)

Related Skills

• ingredient-research — run first to generate proof points for ingredient/feature highlights
• unified-research-synthesizer — run first for strategic brief and ICP deep-dive
• mechanism-ideation — run first to develop the unique angle for section 3
• rmbc-copy-audit — validate the finished PDP copy against RMBC scoring

Attribution

Read 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.

What's Next?

Based on what you just generated, consider running:

• /hook-battery — generate product page hooks
• /rmbc-copy-audit — score page quality
• /order-form-cro — optimize the checkout

RMBC Completeness

Always deliver the full framework implementation. AI makes the marginal cost of completeness near-zero:

• Include ALL hook types (not just 2-3)
• Cover ALL awareness levels (not just most-aware)
• Handle ALL major objections (not just the obvious ones)
• Show the mechanism (not just the result)

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.