advertorial-writer

name	advertorial-writer
description	Generate RMBC-structured advertorial and native ad copy that reads like editorial content but drives direct response conversions.
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: ${_ACTIVE_PRODUCT:-none}"
if [ -n "$_WORKSPACE" ] && [ -d "$_WORKSPACE" ]; then
  _R_DONE=$([ -f "$_WORKSPACE/research.md" ] && echo "yes" || echo "no")
  _M_DONE=$([ -f "$_WORKSPACE/mechanism.md" ] && echo "yes" || echo "no")
  _B_DONE=$([ -f "$_WORKSPACE/brief.md" ] && echo "yes" || echo "no")
  echo "PHASES: R=$_R_DONE M=$_M_DONE B=$_B_DONE"
fi
_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 "advertorial-writer" --product "${_ACTIVE_PRODUCT:-none}" --tier 3 2>/dev/null &
_SESSION_COUNT=$(ls /tmp/rmbc-session-* 2>/dev/null | wc -l | tr -d ' '); touch "/tmp/rmbc-session-$$"
echo "SESSIONS: $_SESSION_COUNT"

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.

advertorial-writer

Purpose

Generate advertorial copy that looks and feels like editorial content but sells. Advertorials are the bridge between paid traffic and a sales page — the prospect clicks an ad, lands on what looks like a news article or blog post, and by the end they're ready to buy. The key tension: it must feel editorial (not salesy) while still deploying RMBC persuasion structure. Traffic source context matters — native ad platforms (Taboola, Outbrain) have different compliance and style requirements than social traffic.

Inputs

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
angle	Yes	The editorial angle — the "news peg" or story that frames the product (e.g., "new study reveals...", "local mom discovers...")
traffic_source	Yes	One of: native (Taboola/Outbrain), facebook, google, email, organic
key_mechanism	No	The product's unique mechanism (output from /mechanism-ideation)
tone	No	One of: news, personal_story, investigative, listicle (default: personal_story)

Execution Protocol

Step 1 — Load Framework Context

Read rmbc-context/resources/rmbc-methodology.md to load RMBC framework definitions. Advertorials deploy RMBC through an editorial lens — the Research phase becomes "reporting," the Mechanism becomes the "discovery," and the Brief structures the narrative arc.

Step 2 — Select Advertorial Format

Based on tone input:

Format	Structure	Best For
News	Headline → dateline → discovery → expert quotes → mechanism → product mention → CTA	Health, finance, tech
Personal Story	"I" narrative → problem → failed attempts → discovery → results → recommendation	Weight loss, beauty, self-improvement
Investigative	Question headline → industry exposé → hidden truth → mechanism → solution → CTA	Supplements, skincare, finance
Listicle	Number headline → tips/facts → mechanism woven in → product as #1 solution → CTA	Broad audiences, social traffic

Step 3 — Write the Advertorial

Structure (all formats):

1. Headline — Must look editorial, not like an ad. Include the angle. No price, no "buy now."
2. Byline + Date — Author name, publication-style date. Adds credibility.
3. Lead (100-150 words) — Open with the angle. Story, stat, or news hook. No product mention yet.
4. Problem Section (150-200 words) — Establish the problem through the editorial lens. Use data, quotes, or story details.
5. Failed Solutions (100-150 words) — Why conventional approaches fall short. Builds frustration.
6. Mechanism Reveal (200-300 words) — The "discovery" — present the mechanism as news, not as a sales pitch. Use expert language, study references, analogies.
7. Product Introduction (100-150 words) — Natural transition from mechanism to product. "One company has figured out how to..."
8. Social Proof (150-200 words) — Testimonials framed as interviews or case studies. Editorial voice. Include 2-3 blockquoted pull-quotes positioned at section breaks throughout the advertorial (not just in this section). Each pull-quote must contain a specific number, measurable result, AND timeframe — not just a named source. Example: "43% higher Vitamin D levels in just 12 weeks" not "Dr. Smith recommends Ritual." Format as editorial callouts that readers scanning the page will see. These serve as proof anchors at decision points — a reader who skims should encounter at least 2 pull-quotes with hard data before reaching the CTA.
9. CTA Section (100-150 words) — Soft sell. "Learn more" framing, not "Buy Now." Include link placement.

Section transition rule: Every section (1-8) must end with a forward-looking sentence that makes the next section feel required reading. Use one of: (a) a question the next section answers, (b) a partial revelation completed in the next section, (c) a contrast statement ("But that's only half the story..."). The reader must never reach a natural stopping point mid-article. The transition should feel editorial, not salesy — it's a journalist pulling the reader forward, not a marketer creating urgency.

Step 4 — Compliance Check

Verify against traffic source requirements:

• Native: No before/after claims, no income claims, disclaimer required
• Facebook: No personal attributes ("Are you overweight?"), no exaggerated claims
• Google: No superlatives without substantiation, landing page must match ad
• Email/Organic: More latitude, but maintain editorial voice

Flag any lines that may trigger platform rejection.

Output Format

## Advertorial: [Headline]

**Angle:** [editorial angle]
**Format:** [news | personal_story | investigative | listicle]
**Traffic Source:** [platform]
**Word Count:** ~X,XXX

---

**[Byline]** | [Date]

[Full advertorial copy with section markers]

---

## Compliance Notes

- [Any flagged lines or platform-specific concerns]
- [Suggested disclaimer text if needed]

## A/B Test Variants

### Headline Variant A
[Original headline]

### Headline Variant B
[Alternative headline — different angle or hook type]

### Lead Variant
[Alternative opening paragraph]

Quality Criteria

• Must read like real editorial content — if it obviously reads as an ad, it fails

• No product mention in the first 30% of copy

• Mechanism section must educate, not pitch

• CTA must feel like a natural next step, not a hard close

• Headline must work as a native ad thumbnail — curiosity-driven, not salesy

• Social proof must be framed editorially (interviews, case studies) not as testimonial blocks

• 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

• Run /mechanism-ideation to develop the mechanism "discovery"
• Run /hook-battery for headline and angle options
• Run /unified-research-synthesizer for audience language and data points
• Feed advertorial traffic to landing pages built with /lander-copy
• Validate with /rmbc-copy-audit

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:

• /mechanism-ideation — strengthen mechanism sections
• /hook-battery — test advertorial hooks
• /rmbc-copy-audit — score output quality
• /lander-copy — write the landing page it drives to

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.

Completion Protocol

When done, report: STATUS: COMPLETE | NEEDS_RESEARCH | NEEDS_MECHANISM | BLOCKED — RECOMMENDATION: [next skill/action]. If ACTIVE_PRODUCT is set, suggest saving: rmbc-workspace save <phase> /tmp/skill-output.md

Prerequisite Detection

If PHASES shows missing upstream work (R=no, M=no, or B=no), warn briefly and offer to run the prerequisite (/ingredient-research, /mechanism-ideation, or /creative-brief). Present "[Run prerequisite] [Skip — generate anyway]" via AskUserQuestion. Never block.

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.