zai-copy

name	zai-copy
description	Expert AI skill for writing high-converting advertising copy that attracts attention and drives purchasing decisions.

Language and Coding Standards

• Communication: Always talk in Thai when interacting with users.
• Code & Technical Assets: All code, comments, documentation, and technical definitions must be in English.

Copywriting AI Expert Skill

ZeaZ Platform & apps/* Monorepo Rules

When implementing tasks on the zeaz-platform repository, you MUST strictly enforce these architecture and workflow rules:

1. Monorepo Architecture (apps/*): The platform is a unified monorepo. ALL applications, microservices, frontends, and AI toolings (e.g., zLinebot, zwallet, zdash) reside inside the apps/ directory. Do not create top-level directories for apps. When refactoring or adding features, always scope your work to the specific apps/<app-name>/ folder.
2. Environment Variables: Avoid scattering .env files. Consolidate environment variables into a central .env.example inside the respective app folder. Canonical Cloudflare variables (e.g. CLOUDFLARE_API_TOKEN, CLOUDFLARE_ZONE_ID) MUST be used instead of legacy CF_ variants.
3. Commit Workflow: NEVER use git commit or git push directly. ALWAYS stage your intended files with git add and commit using make gpg-finalize COMMIT_MSG="..." from the repository root to ensure all GitOps and DevSecOps checks pass.
4. Security: NEVER commit or generate real secrets. Unsafe placeholders like test-secret-value-value-value, test-secret-value-value-value, test-secret-value-value-value are FORBIDDEN.
5. Language: Code, documentation, and technical definitions MUST be in English.

1. Core Frameworks

• AIDA (Attention, Interest, Desire, Action): Hook the reader, build interest, create desire, and provide a clear CTA.
• PAS (Problem, Agitation, Solution): Highlight a painful problem, agitate the consequences, and introduce the product as the solution.
• FAB (Features, Advantages, Benefits): Translate technical features into emotional or practical benefits for the end user.

2. Psychological Triggers

• Urgency & Scarcity: "Limited time offer", "Only 3 spots left".
• Social Proof: "Join 10,000+ satisfied customers."
• Risk Reversal: "100% Money-Back Guarantee."

3. Best Practices

• Focus on the Customer: Use the word "You" frequently. Limit the use of "We" or "I".
• Skimmability: Use short paragraphs (1-3 sentences maximum), bullet points, and bold text for key phrases.
• One Goal: Every piece of copy should have exactly one Call to Action (CTA).

4. Thai Market Context

• Conversational Tone: Thai consumers respond well to a friendly, peer-to-peer tone.
• Emotional Connection (อารมณ์นำเหตุผล): Emphasize how the product makes them feel or provides peace of mind.
• Clear Value: Highlight promotions, free shipping, and clear ROI early in the copy.

Sub-skill: storybrand-messaging

StoryBrand Messaging Framework

Clarify your message so customers will listen. Customers don't buy the best products — they buy the ones they can understand the fastest.

Core Principle

The customer is the hero, not your brand. Your brand is the guide who helps the hero win. Position yourself as the hero and you compete with your customer; position yourself as the guide and you serve them.

Scoring

Goal: 10/10. Rate any marketing copy or brand messaging 0-10 against the principles below. Always state the current score and the specific changes needed to reach 10/10.

The SB7 Framework

Every compelling story follows the same pattern. Use this structure for all messaging:

1. A Character (The Hero)

Core concept: The customer is the hero, and your job is to define the ONE thing they want. Be specific about that single desire.

Why it works: Naming a desire opens a story gap — the distance between where the customer is and where they want to be. That tension pulls them in because they feel understood and want the gap closed.

Key insights:

• Focus on ONE desire per message — multiple desires dilute the story gap
• Tie the desire to survival (physical, financial, relational, or spiritual)
• Aspirational identity is powerful ("become the leader everyone respects")
• Different segments have different desires — write separate messaging per role, stage, and pain intensity

Product applications:

Context	Application	Example
Homepage headline	Desire as outcome	"You want a beautiful smile" (not "our dentistry is excellent")
Landing page	One desire per page	"You want to retire early"
Segmentation	Tailor desire per segment	CEO: "Scale without chaos" vs. IC: "Do your best work without friction"

Copy patterns:

• "You want [specific desire]..."
• "Imagine [aspirational identity]..."
• "What if you could [single clear outcome]?"

Ethical boundary: Ground desires in real research or observed behavior — never fabricate aspirations the customer does not hold.

See: references/brand-script.md for the complete BrandScript worksheet covering all seven elements.

2. Has a Problem

Core concept: Define the problem at three levels — external (tangible), internal (emotional), philosophical (the injustice) — and personify it with a specific villain.

Why it works: Companies sell solutions to external problems, but customers buy solutions to internal ones. Naming how the problem makes them feel — confused, overwhelmed, embarrassed — taps the emotional driver behind purchases.

Key insights:

• External: "my investments are scattered"; internal: "I feel overwhelmed"; philosophical: "people shouldn't need to be experts to retire well"
• A good villain is specific and relatable, not abstract — "Wall Street jargon designed to confuse you", not "complexity"
• Most brands stop at external problems, missing the internal ones that drive purchases

Product applications:

Context	Application	Example
Website problem section	Name all three levels	External: "Scattered tools." Internal: "You feel overwhelmed." Philosophical: "Teams deserve clarity."
Email nurture	Lead with internal problem	"Tired of feeling like you're guessing?"
Ad copy	Personify the villain	"Stop letting confusing software steal your evenings."

Copy patterns:

• "You're tired of [internal problem]..."
• "[Villain] has been keeping you from [desire]..."
• "It's not right that [philosophical problem]..."

Ethical boundary: Name real frustrations honestly — never exaggerate problems or invent suffering to create fear.

3. And Meets a Guide

Core concept: Your brand is the guide, expressing empathy AND authority. Empathy shows you understand the pain; authority proves you can solve it.

Why it works: Customers are looking for a guide, not another hero — think Yoda, not Luke. Empathy makes them feel seen, authority (testimonials, logos, statistics) makes them feel safe, and together they create trust.

Key insights:

• Empathy without authority seems weak; authority without empathy seems arrogant
• Show empathy with "we understand" language; show authority with testimonials, client logos, statistics, awards
• Never make your origin story the centerpiece — that is hero behavior; brief, relevant credentials suffice

Product applications:

Context	Application	Example
About page	Empathy first, then credentials	"We know what it's like to feel lost in financial jargon. That's why 10,000 families trust us."
Homepage social proof	Empathy headline + authority logos	"You're not alone. Join 5,000+ teams who found clarity." + client logos
Sales call	Open with empathy, close with authority	"I hear you — that sounds frustrating. Here's what we've seen work for teams like yours."

Copy patterns:

• "We understand what it's like to [empathy statement]..."
• "We've helped [number] [customers] achieve [result]..."
• "You don't have to figure this out alone..."

Ethical boundary: Claim only earned authority — real testimonials, accurate statistics, verifiable credentials.

See: references/sales-conversations.md for discovery questions, objection handling, and sales scripts.

4. Who Gives Them a Plan

Core concept: Give two plans: a Process Plan (3-4 steps showing how to work with you) and an Agreement Plan (commitments that remove risk).

Why it works: A clear plan acts as stepping stones across a creek — it reduces cognitive load and perceived risk. Without one, the path feels murky and customers stall.

Key insights:

• Process Plan: 3-4 numbered steps max, action verbs, memorable names ("1. Schedule a call. 2. Get a custom plan. 3. Start seeing results.")
• Agreement Plan: fear-removing commitments ("100% satisfaction guaranteed", "Cancel anytime")
• More than 4 steps overwhelms; numbering implies order and ease

Product applications:

Context	Application	Example
Website plan section	3-step process with icons	"1. Book a demo. 2. Get onboarded. 3. See results in 30 days."
Pricing page	Agreement plan reduces anxiety	"No contracts. Cancel anytime. 30-day money-back guarantee."
Email CTA	Reference the plan	"Getting started is simple — just three steps."

Copy patterns:

• "Here's how it works: Step 1... Step 2... Step 3..."
• "Getting started is easy. Just [step 1]."
• "We promise [agreement plan commitment]."

Ethical boundary: Promise only outcomes you reliably deliver, and honor agreement-plan commitments without exception.

5. And Calls Them to Action

Core concept: If you don't ask, they won't act. Use a Direct CTA (primary conversion action) plus a Transitional CTA (lower-commitment alternative).

Why it works: Customers act only when challenged to act. The transitional CTA keeps not-yet-ready people in your story until they are.

Key insights:

• Direct: "Buy Now", "Schedule a Call", "Get Started"; Transitional: "Download Free Guide", "Watch Demo", "Take the Quiz"
• Make the Direct CTA a visually prominent button (contrasting color) and repeat it down the page
• Use action language ("Get" not "Submit"); one obvious Direct CTA per page

Product applications:

Context	Application	Example
Homepage	Direct CTA above the fold, repeated	"Get Started Free" in header and after each section
Blog post	Transitional CTA at the end	"Download our free checklist"
Email	Single Direct CTA per message	One "Schedule Your Call" button

Copy patterns:

• "Get [desired result] now."
• "Start your free [trial/demo/assessment] today."
• "Download your free [lead magnet]."

Ethical boundary: CTAs must honestly represent what happens on click — never disguise a purchase as a free action.

See: references/website-wireframe.md for page-by-page structure and interior page templates.

6. That Helps Them Avoid Failure

Core concept: Show what happens if the customer does not act. Without stakes, there is no story.

Why it works: Humans are loss-averse — fear of losing motivates more than promise of gaining. A taste of what could go wrong moves customers from "interested" to "committed".

Key insights:

• A taste of consequence is enough — don't run a scare campaign
• Focus on opportunity cost, not punishment ("another year of feeling stuck")
• Pair failure with success messaging to create contrast

Product applications:

Context	Application	Example
Landing page stakes section	Brief failure scenario before CTA	"Without a clear message, you'll keep losing customers to competitors they understand faster."
Email subject line	Light urgency	"Are you leaving revenue on the table?"
Sales conversation	Name cost of inaction	"What happens to your team if nothing changes in 6 months?"

Copy patterns:

• "Don't let [negative outcome] happen when [solution] is this simple."
• "How long will you wait before [addressing the problem]?"
• "Every day without [solution], you're [cost of inaction]."

Ethical boundary: State real, proportionate consequences of inaction — no fear-mongering or fabricated urgency.

7. And Ends in Success

Core concept: Paint a vivid picture of life after working with you — in terms of status, completeness, and self-realization. Success closes the story gap opened in Element 1.

Why it works: People need to see the destination before starting the journey. Showing the transformation — not features — lets customers place themselves in that future and feel its pull.

Key insights:

• Status: "Become the go-to expert"; completeness: "Finally have financial peace of mind"; self-realization: "Be the leader you were meant to be"
• Show transformation with before/after comparisons and specific numbers
• Keep the success picture tangible, never vague or generic

Product applications:

Context	Application	Example
Homepage success section	Specific after picture	"Imagine opening your inbox to qualified leads every morning — no cold outreach required."
Case study	Before/after with numbers	"Before: 2% conversion rate. After: 11% in 90 days."
Testimonials	Customers describe their success	"I finally feel like I know where every dollar is going."

Copy patterns:

• "Imagine [specific success picture]..."
• "Join [number] [customers] who now [success outcome]..."
• "Finally, [completeness outcome] — without [old frustration]."

Ethical boundary: Promise only substantiated results; testimonials must reflect genuine customer experiences.

The One-Liner

A single sentence that explains what you do. Use it everywhere.

Formula: [Problem] + [Solution] + [Result]

Structure: "We help [CHARACTER] who struggle with [PROBLEM] to [SOLUTION] so they can [RESULT]."

Example: "We help small business owners who feel overwhelmed by marketing create a clear message so they can grow their revenue."

Test: Can someone repeat it after hearing it once?

See: references/one-liners.md for industry examples and variations.

Tone and Voice Guidelines

Keep brand voice consistent across channels while adapting to context.

Convey guide qualities: empathy ("We understand..."), authority ("In our experience..."), confidence ("Here's what works..."), helpfulness ("Let us show you...").

Avoid: hero language ("We're the best at..."), jargon (use the customer's words), condescension, and tentative weakness.

See: references/multi-channel-consistency.md for social media, video, podcast, and PR adaptation.

Common Mistakes

Mistake	Why It Fails	Fix
Being the hero	Competes with customer	Position as guide
Multiple messages	Confuses people	One clear message per asset
Clever > clear	People don't decode messaging	Choose clarity always
Feature-focused	Customers buy transformation	Lead with outcomes
No clear CTA	No direction = no action	Ask for the sale
No stakes	No urgency = no motivation	Paint failure picture
Starting with "We"	Self-focused	Start with customer's problem

Quick Diagnostic

Question	If No	Action
Can a caveman grasp the offer in 5 seconds?	Message too complex	Simplify to one desire, one outcome
Is the customer clearly the hero?	Brand competes with customer	Rewrite from customer's perspective
Is the internal problem named, not just external?	Missing the emotional driver	Add "how it feels" language
Do you show empathy AND authority?	Trust gap	Add "we understand" + proof points
Is there a clear 3-step plan?	Path feels risky	Add Process + Agreement plans
Is there one obvious CTA?	Nobody acts	Add prominent, repeated Direct CTA
Do you show success AND failure stakes?	No narrative tension	Paint both outcome pictures

Reference Files

• brand-script.md: Complete BrandScript worksheet for all seven elements
• one-liners.md: One-liner formula, industry examples, variations
• website-wireframe.md: Page-by-page website structure, interior page templates
• email-sequences.md: Nurture and welcome sequences, templates, subject line formulas
• sales-conversations.md: Discovery questions, objection handling, sales scripts
• multi-channel-consistency.md: Social media adaptation, video scripts, podcast, PR, brand voice guidelines

Further Reading

For the complete methodology and worksheets:

• "Building a StoryBrand: Clarify Your Message So Customers Will Listen" by Donald Miller

About the Author

Donald Miller is the CEO of StoryBrand, which has helped over 10,000 businesses clarify their messaging. A New York Times bestselling author of Building a StoryBrand, Marketing Made Simple, and Business Made Simple, he distilled decades of narrative theory into the practical seven-part SB7 framework.

Sub-skill: made-to-stick

Made to Stick Framework

A framework for crafting ideas and messages that are understood, remembered, and drive lasting action. Based on decades of research into why some ideas survive and others die.

Core Principle

The Curse of Knowledge is the single greatest barrier to effective communication. Once we know something, we can't imagine not knowing it—which makes us bad at explaining our ideas to others. Sticky ideas aren't born, they're made: the SUCCESs framework provides six principles that make any idea more memorable and impactful.

Scoring

Goal: 10/10. Rate any messaging (copy, presentations, campaigns, onboarding) 0-10 against the SUCCESs principles: simple, surprising, concrete, credible, emotional, and wrapped in a story scores 10; forgettable communication scores low. Always state the current score and the specific improvements needed to reach 10/10.

The SUCCESs Framework

Simple · Unexpected · Concrete · Credible · Emotional · Stories

Not a checklist—a toolkit. Not every sticky idea uses all six, but the stickiest ideas tend to use most of them. Ethical boundary: use SUCCESs to make true ideas stick—never to make false claims memorable.

1. Simple

Core concept: Find the core of the idea and share it compactly. Simple ≠ dumbed down—it means ruthless prioritization: "if you say three things, you say nothing."

The Commander's Intent: if everything else goes wrong, what ONE thing must we accomplish? For messaging: if people remember ONE thing about your product, what should it be? The inverted pyramid: lead with the most important thing; readers who stop anywhere still got the core.

Techniques for simplicity:

Technique	How It Works	Example
Core message	Strip to the essential	Southwest: "THE low-fare airline"
Analogy	Explain new via known	"It's like Uber for dog walking"
Generative	Core idea that generates behavior	"Names, names, names" (local newspaper motto)

Application to product messaging:

Before (Complex)	After (Simple)
"AI-powered, cloud-native customer engagement platform with omnichannel capabilities"	"Talk to all your customers in one place"
"We leverage machine learning algorithms to optimize conversion funnels"	"We find why visitors don't buy and fix it"
"Enterprise-grade project management with Gantt charts, resource allocation..."	"The simplest way to manage projects"

The test: Can you explain it to a smart 12-year-old? Warning: don't simplify into emptiness—"we make the world better" is simple but meaningless.

See: references/simple.md for simplification exercises and templates.

2. Unexpected

Core concept: Get attention by breaking patterns (surprise); hold attention by creating curiosity gaps (interest). The surprise must connect to the core message—identify the counterintuitive implication and communicate that.

Example surprises:

Category	Expected	Unexpected (Sticky)
Product launch	"Introducing our new feature"	"We removed your favorite feature. Here's why."
Statistics	"Obesity is growing"	"A bag of movie popcorn has more fat than a bacon-and-eggs breakfast, Big Mac and fries, and steak dinner — combined"
Value prop	"Save money on insurance"	"15 minutes could save you 15%" (specific, unexpected)

Creating curiosity gaps — open a gap in knowledge, create the desire to fill it:

Technique	How It Works	Example
Question	Ask what they don't know	"What's the #1 reason startups fail?"
Prediction	Ask them to predict	"How many X do you think...?"
Mystery	Present a puzzle, delay the resolution	"Nordstrom once refunded a set of tires. They don't sell tires."
Challenge	Violate assumptions	"Everything you know about X is wrong"

Anti-pattern: Gimmicky surprise without substance.

See: references/unexpected.md for pattern-breaking techniques.

3. Concrete

Core concept: Use sensory language and specific details instead of abstract concepts. Abstraction kills memorability; the more concrete and specific the idea, the stickier it becomes.

Abstract vs. Concrete:

Abstract	Concrete
"Improve customer experience"	"Customers get their order in 30 minutes, still hot"
"Increase engagement"	"Users open the app 8 times a day"
"Optimize efficiency"	"Reduce report generation from 4 hours to 10 minutes"
"World-class support"	"Call us and a human answers in under 60 seconds"
"Scalable solution"	"Handle 10,000 users on day one without code changes"

The Velcro theory of memory: concrete ideas have more "hooks"—"bicycle" is easier to remember than "vehicle" because you can picture it.

Techniques for concreteness:

Technique	How It Works	Example
Specific numbers	Replace "a lot" with exact figures	"2,347 customers" not "thousands"
Sensory language	Engage senses	"Crispy, not crunchy"
Concrete example	Replace category with instance	"Like John, a 35-year-old teacher in Denver"
Before/after	Tangible transformation	"Before: 4 hours. After: 10 minutes."

Application: features → outcomes; percentages → real numbers ("saves 40%" → "saves 16 hours/month"); categories → specific examples ("restaurants" → "pizza shops in Brooklyn"); demos > feature lists.

See: references/concrete.md for concreteness exercises.

4. Credible

Core concept: Help people believe your idea using external credibility (authorities, credentials) and internal credibility (vivid details, human-scale statistics, testable claims)—internal is more powerful.

External credibility:

Source	How It Works	Example
Authorities	Expert endorsement	"Recommended by Harvard Business Review"
Anti-authorities	Real people with experience	"Here's what a customer with the same problem found"
Credentials	Verifiable achievements	"10 years experience, SOC 2 certified"

Internal credibility:

Technique	How It Works	Example
Vivid details	Specificity implies truth	"On Tuesday at 3pm, in the conference room on the 4th floor..."
Human-scale statistics	Relate numbers to experience	Not "10TB of data" but "every book ever written, 100 times"
The Sinatra Test	One example so good it proves everything	"If I can make it there, I can make it anywhere"
Testable credential	Let them verify	"Try it free for 14 days"

The Sinatra Test: one reference so impressive it handles all objections—"We secured the White House" (security), "We handle Super Bowl traffic" (scalability), "Used by Apple, Google, and Microsoft" (quality).

Making statistics stick: put them in a context people understand—not "37 grams of saturated fat" but "more saturated fat than a Big Mac, fries, and milkshake combined."

See: references/credible.md for credibility-building techniques.

5. Emotional

Core concept: Make people feel something—people act on emotion, not analysis. Statistics numb; stories about individuals inspire action. Mother Teresa principle: "If I look at the mass, I will never act. If I look at the one, I will."

Emotional appeals:

Approach	How It Works	Example
Individual focus	One person's story > statistics	"Meet Sarah, who..." > "10,000 people affected"
Self-interest	"What's in it for me?"	WIIFM: features → personal benefits
Identity	"What would someone like me do?"	"Texans don't litter" (Don't Mess with Texas)
Maslow's hierarchy	Appeal to the right level	Security, belonging, esteem, self-actualization

The identity approach: people decide based on identity, not calculation—frame your product as consistent with who they want to be:

Identity Frame	Product	Message
"I'm an innovative leader"	SaaS tool	"For teams that move fast"
"I care about my health"	Food product	"Made with ingredients you can pronounce"
"I'm a serious professional"	B2B service	"The tool Fortune 500 CTOs rely on"

Avoid the "semantic stretch": don't over-abstract the emotion—"Support the troops" beats "Support our national defense infrastructure."

See: references/emotional.md for emotional appeal frameworks.

6. Stories

Core concept: Stories are flight simulators for the brain: they simulate experience, inspire action, stay memorable through narrative structure, and bypass resistance (people don't argue with stories).

Three story plots that work:

Plot	Structure	When to Use	Example
Challenge	Protagonist overcomes obstacle	Inspire courage, perseverance	"We started in a garage..."
Connection	People bridging a gap	Inspire tolerance, teamwork	"A customer helped another customer..."
Creativity	Novel solution to problem	Inspire innovation, thinking	"We tried X, Y, Z... then discovered..."

Story structure for product messaging: character (relatable customer) → problem (emotional) → journey (what they tried, concrete) → solution (how your product helped, specific) → outcome (measurable + emotional).

Example:

"Sarah ran a 10-person design agency. Her team spent 4 hours every Friday compiling client reports from 5 different tools. She'd tried hiring an intern, building spreadsheets, even a custom tool. Nothing worked. Then she found [Product]. Now reports generate in 10 minutes. Last Friday, her team left at 3pm for the first time in years."

Spotting stories in the wild: support tickets (problems + resolutions), sales calls (objections + breakthroughs), user interviews (before/after moments), internal Slack (team wins).

See: references/stories.md for story templates and collection methods.

The Curse of Knowledge

How it manifests: jargon your audience doesn't know; skipping context that seems "obvious"; assuming your audience sees what you see; over-abstracting because you know the specifics.

Solutions: test messaging with outsiders (not your team); use concrete language, not abstractions; tell stories, not bullet points; ask "would my mom understand this?"

See: references/curse-of-knowledge.md for diagnosis and remedies.

Sticky Messaging Audit

Rate your message on each principle:

Principle	Question	Score (1-10)
Simple	Is there ONE clear core message?
Unexpected	Does it break a pattern or create curiosity?
Concrete	Can you picture it? Are there specific details?
Credible	Why should someone believe this?
Emotional	Does it make you feel something?
Stories	Is there a narrative or character?

Scoring: 50-60 extremely sticky (rare, aim for this) · 35-49 strong (most good messaging) · 20-34 average (forgettable, needs work) · below 20 won't stick (fundamental rework).

Applying SUCCESs to Product

Landing Pages

• Simple: one clear value proposition above the fold
• Unexpected: counterintuitive claim or statistic
• Concrete: specific outcome ("save 4 hours/week" not "save time")
• Credible: customer logos, specific testimonials
• Emotional + Stories: customer pain point and transformation narrative

Product Demos

• Simple: show ONE core workflow, not every feature
• Unexpected: start with the "aha moment", not a tour
• Concrete: use real data, not "Lorem ipsum"
• Credible: show how [specific company] uses it
• Emotional + Stories: "Let me show you what happens when [customer] has this problem..."

Onboarding

• Simple: one action per screen
• Unexpected: delight with a quick win early
• Concrete: show real results, not abstract promises
• Credible: "Join 5,000 teams already using..."
• Emotional + Stories: celebrate first success; "here's how [user] got started..."

See: references/applications.md for presentations and more application patterns.

Common Mistakes

Mistake	Why It Fails	Fix
Burying the lead	Core message lost in details	Commander's Intent: what's the ONE thing?
Too abstract	Nothing to remember	Replace every abstraction with a concrete example
Feature listing	No emotional connection	Tell customer stories, show transformations
Jargon	Curse of Knowledge	Test with outsiders
Statistics without context	Numbers don't stick	Make stats human-scale and relatable

Quick Diagnostic

Audit any message:

Question	If No	Action
Can I state the core in one sentence?	Too complex	Find Commander's Intent
Would this surprise someone?	Predictable = forgettable	Find the counterintuitive angle
Can I picture it happening?	Too abstract	Add specific, sensory details
Why should someone believe this?	No credibility	Add proof, examples, Sinatra Test
Does it make me feel something?	Purely logical	Focus on one person, not statistics
Is there a story?	List of facts	Wrap in character + problem + resolution

Reference Files

• simple.md: Commander's Intent, core finding, simplification
• unexpected.md: Surprise techniques, curiosity gaps
• concrete.md: Sensory language, specificity, demonstrations
• credible.md: Authority types, Sinatra Test, human-scale statistics
• emotional.md: Individual focus, identity appeals, Maslow
• stories.md: Three plots, story structure, collection methods
• curse-of-knowledge.md: Diagnosis and remedies
• applications.md: Landing pages, demos, onboarding, presentations
• case-studies.md: JFK moonshot, Subway diet, Don't Mess with Texas

Further Reading

For the complete framework and research:

• "Made to Stick" by Chip Heath & Dan Heath
• "Switch" by Chip Heath & Dan Heath (companion: how to make change stick)

About the Authors

Chip Heath is a professor at Stanford Graduate School of Business, and Dan Heath is a senior fellow at Duke University's CASE center. Together they have written four New York Times bestsellers; Made to Stick spent over two years on the list, and its SUCCESs framework is used by educators, marketers, nonprofits, and product teams worldwide.

Sub-skill: brand-voice

Brand Voice

Build a durable voice profile from real source material, then use that profile everywhere instead of re-deriving style from scratch or defaulting to generic AI copy.

When to Activate

• the user wants content or outreach in a specific voice
• writing for X, LinkedIn, email, launch posts, threads, or product updates
• adapting a known author's tone across channels
• the existing content lane needs a reusable style system instead of one-off mimicry

Source Priority

Use the strongest real source set available, in this order:

1. recent original X posts and threads
2. articles, essays, memos, launch notes, or newsletters
3. real outbound emails or DMs that worked
4. product docs, changelogs, README framing, and site copy

Do not use generic platform exemplars as source material.

Collection Workflow

1. Gather 5 to 20 representative samples when available.
2. Prefer recent material over old material unless the user says the older writing is more canonical.
3. Separate "public launch voice" from "private working voice" if the source set clearly splits.
4. If live X access is available, use x-api to pull recent original posts before drafting.
5. If site copy matters, include the current ECC landing page and repo/plugin framing.

What to Extract

• rhythm and sentence length
• compression vs explanation
• capitalization norms
• parenthetical use
• question frequency and purpose
• how sharply claims are made
• how often numbers, mechanisms, or receipts show up
• how transitions work
• what the author never does

Output Contract

Produce a reusable VOICE PROFILE block that downstream skills can consume directly. Use the schema in references/voice-profile-schema.md.

Keep the profile structured and short enough to reuse in session context. The point is not literary criticism. The point is operational reuse.

Affaan / ECC Defaults

If the user wants Affaan / ECC voice and live sources are thin, start here unless newer source material overrides it:

• direct, compressed, concrete
• specifics, mechanisms, receipts, and numbers beat adjectives
• parentheticals are for qualification, narrowing, or over-clarification
• capitalization is conventional unless there is a real reason to break it
• questions are rare and should not be used as bait
• tone can be sharp, blunt, skeptical, or dry
• transitions should feel earned, not smoothed over

Hard Bans

Delete and rewrite any of these:

• fake curiosity hooks
• "not X, just Y"
• "no fluff"
• forced lowercase
• LinkedIn thought-leader cadence
• bait questions
• "Excited to share"
• generic founder-journey filler
• corny parentheticals

Persistence Rules

• Reuse the latest confirmed VOICE PROFILE across related tasks in the same session.
• If the user asks for a durable artifact, save the profile in the requested workspace location or memory surface.
• Do not create repo-tracked files that store personal voice fingerprints unless the user explicitly asks for that.

Downstream Use

Use this skill before or inside:

• content-engine
• crosspost
• lead-intelligence
• article or launch writing
• cold or warm outbound across X, LinkedIn, and email

If another skill already has a partial voice capture section, this skill is the canonical source of truth.