| name | the-forge |
| description | Turn source patterns into brand-native, ready-to-post content concepts with visible lineage to the original outlier. Runs input through three psychology frameworks (Puppet Strings, Scroll Traps, and Care To Click) plus pattern transfer and brand voice translation. Use when: you have a pattern report, outlier analysis, viral post, or raw research and need to forge it into finished concepts in a real voice. Triggers on: forge this, run through the forge, content concepts from patterns, what should I post about this. |
| metadata | {"openclaw":{"version":"1.0","author":"Matt Berman","category":"content","reads":["~/clawd/workspace/brand/voice-profile.md"]}} |
The Forge
Raw trend data goes in. Brand-native, source-traceable content concepts come out.
The Forge runs every input through three psychology frameworks in sequence, but it does NOT jump straight from trend to concept. It first identifies what made the source outlier work, decides which parts of that pattern are portable, translates those parts through the active brand voice, then outputs structured concepts you (or an agent) can take straight to a scheduler or content calendar.
When the upstream Pattern Report is provided as JSON, The Forge normalizes and prioritizes the richer Content DNA fields instead of only reading the markdown summary. That means it can reason from the source video's brick, why-it-worked explanation, and use-this-when guidance, not just the topic and angle.
When to use this skill:
- You have a trending topic, viral post, or emerging idea and need content angles
- You want to convert competitor content into original concepts
- You have raw research from
last30days, content-calendar, or similar skills
- You need 3-5 distinct platform-specific concepts fast
What you get back: Numbered concepts, each with a hook, angle, body arc, format, platform fit, source attribution, and visible pattern lineage. When a structured Content DNA Pattern Report is available, The Forge also explicitly uses brick_name, brick_definition, why_it_worked, and plain_english_takeaway to improve transfer quality. Final concepts should surface that logic explicitly, including a source why-it-worked summary and a plain-English Use this when... line.
When iterating or debugging the skill: Read references/lessons.md for the practical learnings from real test runs, especially around hook simplicity, visible transfer, execution notes for experiments, and avoiding invented specifics.
The Three Frameworks
Framework 1: Puppet Strings (Why People Care)
Every piece of content pulls at least one of six core human drives. Match your content to the right drive and attention is almost automatic.
| Drive | What It Promises |
|---|
| Wealth | Financial freedom, income, options, security |
| Health | Physical wellness, mental health, longevity |
| Status/Access | Recognition, power, exclusive circles |
| Escape | Relief from the grind, pain, boredom, monotony |
| Romance | Connection, attraction, belonging, intimacy |
| Control/Mastery | Order, clarity, self-command, operating at a higher level |
Fear is NOT a drive. It is an amplifier.
Attach fear to any drive to dial up urgency. "You are losing wealth" hits harder than "gain wealth." Loss framing outperforms gain framing every time. When you want maximum intensity, flip the drive negative.
Assignment rule: Every concept gets one PRIMARY drive and optionally one SECONDARY. Do not list all six. Pick the sharpest fit.
Framework 2: Scroll Traps (How to Stop the Scroll)
Six techniques that make content magnetic. Use like seasoning, not a dump. Two to three per piece is ideal. All six in one post feels manufactured.
1. Term Branding
Name the concept. Give it a proper noun. Named ideas spread. Unnamed advice gets scrolled past.
2. Embedded Truths
Remove all hedge words. Replace "if" with "when", "maybe" with "the reason why", "could" with "what actually happens is." Every hedge word is a micro exit door.
3. Thought Narration
Say out loud what the reader is thinking right now. "You're probably thinking X." Trust spikes immediately because you've demonstrated you're inside their head.
4. Negative Frames
Warnings outperform advice 2:1. Flip positive advice into a loss frame. "Stop doing X" outperforms "Try doing Y." The negative frame does not have to be the whole piece. Just the hook.
5. Loop Openers
Phrases that reset the attention clock at the moment momentum is about to die. "But that's not even the interesting part." "Turns out." "Here's where it gets weird." Use every 2-3 sections in long-form, every 3-5 lines in short-form.
6. Contrast Words
The engine underneath all the other traps. "But," "except," "turns out," "instead," "however," "yet." A-vs-B gaps are what make content feel alive. If a draft has zero contrast words, it is flat. Count them before publishing.
Framework 3: Care To Click (The Six-Stage Arc)
Every piece of content moves people through six psychological stages. Not every format hits all six, but every concept needs to know which stages it is covering and which it is leaving for follow-up.
| Stage | Goal | Tactics |
|---|
| 1. Pain/Acceptance | Make them CARE about the problem | Twist the knife. Make the cost of ignoring this feel real. |
| 2. Trust | Make them BELIEVE you can fix it | Specific results. Real numbers. Production quality. |
| 3. Plan | Make them SEE the path | Structured list. Contrarian take. Promise specificity. |
| 4. Likability | Make them WANT you specifically | Vulnerability. High energy. Make them feel smart. |
| 5. Attention | Make them STAY | Loop openers every 2-3 sections. Constant rehooking. |
| 6. Action | Make them CLICK | Native CTA. Close the loop. Offer speed or implementation. |
Mapping rule: Short-form (X, TikTok) covers stages 1-2 and sends to action (6). Long-form (LinkedIn, newsletter, YouTube) can run all six. Identify which stages your format covers. Do not write a CTA for content that has not established trust.
Step-by-Step Process
Step 1: Ingest the Trend Data
Collect and structure the input. If the user provides raw data, parse it into this schema. If any field is missing, infer from context or mark as unknown.
TOPIC: [what the trend is about]
SOURCE: [URL or platform it came from]
WHY TRENDING: [reason for traction]
TRACTION: [view count, share count, or engagement signal]
PLATFORM: [where the trend originated]
Step 2: Load Brand Context (first-run behavior matters)
Check for ~/clawd/workspace/brand/voice-profile.md. If it exists:
- Extract: voice tone, language rules, topics to avoid, ICP description
- Apply these as constraints on all output
If no brand file exists, do NOT silently fall back to generic voice.
Use this first-run flow:
- Recommend running
/voice-lab first to create a real voice profile
- If the user just wants a demo, allow Yames demo mode
- Make it explicit which mode is being used
Demo fallback: Yames
Yames is the default demo persona when the user has no voice file and wants a first-run demo.
- Yames = BoringMarketer's evil twin brother
- He goes by ActiveMarketer
- He is jealous of his twin and posts with slightly unhinged operator energy
Use Yames to demonstrate the machine.
Use /voice-lab to make the output actually sound like the user.
Step 3: Run 360 Angle Mapping
Before generating any concept, map out all possible angles from the source material.
- List 8-10 distinct angles the source patterns could support
- Score each angle on CONTRAST (how much it beats expectations, 1-100), RELEVANCE (how precisely it targets a drive, 1-100), and TRANSFER STRENGTH (how clearly it preserves a usable mechanic from source, 1-100)
- Multiply scores to get an Angle Score: CONTRAST x RELEVANCE x TRANSFER STRENGTH / 10000
- Select the top 3-5 angles for concept development
- Discard angles with Transfer Strength below 60 unless there is a compelling reason to keep one
Document this mapping. Show the scoring table before listing concepts.
Step 4: Assign Puppet Strings
For each selected angle:
- Identify the PRIMARY drive it pulls (Wealth, Health, Status/Access, Escape, Romance, Control/Mastery)
- Ask: does fear amplification make this sharper? If yes, note the loss frame version
- Lock the drive assignment before writing the hook
Step 5: Write Hooks Using Scroll Traps
For each concept, write the hook using one primary Scroll Trap technique. Tag the technique used.
Hook structure: Use the three-step formula.
- Context Lean-In: topic clarity + common ground or pain point
- Scroll Stop: a contrast word as pattern interrupt (but, however, turns out, except)
- Contrarian Snapback: the angle that challenges expectation
Hook rules:
- Do not open with "I"
- No hedge words (if, maybe, might, could, probably)
- Under 280 characters for X-native hooks; longer allowed for LinkedIn and video titles
- The hook is a PROMISE. The concept body must deliver on that promise exactly
- For the first line or on-screen text, prefer simple, reactive, instantly legible language over coined framework names
- If a coined term helps, introduce it later in the body, not in slide 1 unless it is instantly understandable
Step 6: Map the Care To Click Arc
For each concept, identify which Care To Click stages the format will cover.
Short-form formats (X post, TikTok, Instagram static): stages 1, 2, 6
Medium formats (LinkedIn post, X thread, Instagram carousel): stages 1, 2, 3, 5, 6
Long-form formats (YouTube, newsletter section, LinkedIn long): all 6
Write one sentence of body direction for each stage the format covers. This is NOT the full body copy. It is the structural direction, so an agent or writer knows what each section must accomplish.
Step 7: Format and Platform Assignment
Assign the best format and platform fit based on the angle and drive.
| Drive | Best Platform | Best Format |
|---|
| Wealth | X, LinkedIn | Thread, carousel |
| Health | Instagram, TikTok | Video, static |
| Status/Access | LinkedIn | Long-form post, carousel |
| Escape | TikTok, X | Video, thread |
| Romance | Instagram | Static, short video |
| Control/Mastery | LinkedIn, X | Carousel, thread, tactical post |
Override rules:
- If the source trend originated on a specific platform, that platform gets priority
- If the angle requires a data table or numbered list, carousel beats static
- If the angle requires narrative arc, video or thread beats static
- Technical or tactical angles belong on X or LinkedIn, not TikTok
Step 8: Output Concepts
Write up each concept in the standard format (see Output Format section below). Number them sequentially. Include the Angle Scoring table before the concepts.
Every concept must make the lineage visible:
- what came from the source pattern
- which 7 dimensions were reused
- what changed for the active brand voice
- how the final hook and story arc were ported
- confidence in the transfer
Output Format
Header block:
## THE FORGE OUTPUT
Topic: [topic]
Source: [URL or platform]
Brand Voice Applied: [Yes / No]
Angles Scored: [n]
Concepts Generated: [n]
Angle Scoring Table:
| Angle | Contrast | Relevance | Score | Selected |
|-------|----------|-----------|-------|----------|
| [angle] | [1-100] | [1-100] | [product/100] | Yes/No |
Concept Block (repeat for each concept):
---
### CONCEPT [N]: [Short title]
SOURCE INSPIRATION:
- Creator: [@handle]
- Source URL: [Direct link to the source video/post — REQUIRED]
- Platform: [platform]
- Original topic: [what the source was actually about]
PORTABLE BRICK:
- Brick: [brick name]
- Why this brick matters: [one sentence]
PATTERN TRANSFER MAP:
- Using source dimensions: [list dimension names, e.g. Angle, Hook Structure, Story Structure, Visual Format]
- Not using source dimensions: [list dimension names]
- What is being transferred: [specific mechanics only]
- Why it transfers: [one sentence]
BRAND VOICE TRANSLATION:
- Voice profile applied: [Yes / No]
- Original source framing: [how the source framed the idea]
- Brand-native framing: [how this brand would frame it]
- What changed in the hook: [one sentence]
- What changed in the business angle: [one sentence]
- Why this fits the brand: [one sentence]
HOOK LINEAGE:
- Original source hook: [original text or concise paraphrase]
- Ported hook: [final hook in brand voice]
- Why the hook changed: [one sentence]
STORY ARC LINEAGE:
- Original source arc: [concise structural sequence]
- Ported arc: [concise structural sequence]
- Structural mechanic preserved: [one sentence]
- Structural mechanic changed: [one sentence]
HOOK: [The final copy-paste-ready hook]
SCROLL TRAPS USED: [2-3 trap names]
PUPPET STRING: [Primary Drive] + [Secondary Drive if applicable]
Fear Amplification: [Yes: "[the loss frame version]" / No]
CONTENT DNA (7-Dimension Breakdown):
| Dimension | Analysis |
|-----------|----------|
| 1. Topic | [Core subject of this concept] |
| 2. Angle | [What makes this take unique] |
| 3. Hook Structure | [Pattern being used] |
| 4. Story Structure | [Flow being used] |
| 5. Visual Format | [Talking head, split screen, etc.] |
| 6. Key Visuals | [Props, settings, graphics, on-screen text] |
| 7. Audio | [Music, voiceover, natural sound, silence] |
⚠️ VISUAL-FIRST FLAG: [Yes: "Watch 30 sec at [URL] to verify visual hook and production style" / No]
CARE TO CLICK ARC:
- Pain/Acceptance: [One sentence on what this section accomplishes]
- Trust: [One sentence / Skip if format does not cover this]
- Plan: [One sentence / Skip if format does not cover this]
- Likability: [One sentence / Skip if format does not cover this]
- Attention: [Loop opener strategy for this piece]
- Action: [CTA direction]
FORMAT: [Carousel / Thread / Static / Video / Long-form post]
PLATFORM FIT: [Primary platform] (also works: [secondary platforms])
LENGTH GUIDE: [~words or slide count]
EXECUTION NOTE: [If concept depends on a test, benchmark, split test, audit, or comparison: clarify that the proof points are illustrative placeholders until the test is actually run. Otherwise: Not needed.]
TRANSFER CONFIDENCE: [HIGH / MEDIUM / LOW]
CONFIDENCE REASON: [one sentence]
Platform-Specific Rules
X (Twitter)
- Lowercase tone. Stream of consciousness over bullet lists.
- Show real numbers and specific moments over generic claims.
- Do not say "framework" in the post. Show the framework instead.
- Open the thread with the hook. End each tweet with forward momentum, not a conclusion.
- Threads: 5-15 tweets. Each tweet must work as a standalone OR create a loop that demands the next one.
- Scroll Traps to prioritize: Contrast Words, Embedded Truths, Term Branding (max 1 per thread)
LinkedIn
- Personal story first. System or lesson as payoff. Not the other way around.
- Vulnerability earns the right to give tactical advice. The combo outperforms either alone.
- Bold claims need receipts: specific dollar amounts, years of experience, named clients or brands.
- End with an engaging question. It drives comments. Comments drive reach.
- No hashtags. No emojis in body copy.
- Scroll Traps to prioritize: Thought Narration, Negative Frames, Loop Openers
TikTok / Short Video
- Negative frame or shocking fact in the first 3 seconds or you lose the algorithm.
- Loop openers every 20-30 seconds.
- Hook must match the visual. If hook says "this is what it looks like," show it immediately.
- End with a loop that makes them watch again or comment.
- Scroll Traps to prioritize: Loop Openers, Negative Frames, Thought Narration
Instagram (Carousel)
- Slide 1 is the hook. Treat it like a standalone ad.
- Each slide advances the story. No slide should function as a stopping point.
- Slide 7 or 8 is the payoff. Slide last is the CTA or save prompt.
- Keep text per slide short. The visual does half the work.
- Scroll Traps to prioritize: Term Branding, Loop Openers, Contrast Words
Instagram (Static)
- One idea. One visual. One line of copy.
- Hook goes in the caption, not the image.
- Works best for quotes, single stats, or named concepts.
- Scroll Traps to prioritize: Embedded Truths, Term Branding
Newsletter Sections
- The subject line opens a gap. The intro scratches it.
- Use specific failures and real numbers over generic promises.
- Loop openers between every major section.
- Thought narration at every major turning point.
- Scroll Traps to prioritize: Loop Openers, Thought Narration, Contrast Words
Anti-Patterns
These are the failure modes. Flag any of these in your output when they appear in the input data.
The Obvious Angle
Shock score below 30. Everyone has seen this take. The angle does nothing to beat expectations. Fix: find a contrarian version or increase specificity until the shock score climbs above 50.
Drive Confusion
Trying to pull two primary drives simultaneously without a clear lead. Content that promises wealth AND escape AND status in the same hook is actually promising nothing. Fix: pick one primary drive and let the rest be implied.
Hedge Words in the Hook
"If this works for you..." "You might want to try..." These are exit doors in the first sentence. The reader opts out immediately. Fix: run the embedded truths swap before publishing anything.
The CTA Without Trust
Asking for a click in content that has not yet established credibility. A cold audience seeing a hard CTA with no proof will not convert. Fix: add a trust signal (specific result, named brand, year of experience) before the action stage.
All Framework, No Story
Listing the six techniques in order without any narrative arc. Feels like a textbook. Scroll Trap concepts need to LIVE INSIDE a story or argument, not float above it as a list. Fix: build the story first, then layer the techniques.
Overfitting to the Source
Copying the angle of the source trend too closely. The goal is to take the raw signal and remix it into an original concept. If the output hook sounds like a paraphrase of the source, it will get ignored. Fix: increase CONTRAST score by adding a surprising secondary angle or counter-example.
Invisible Lineage
The output may be technically inspired by the source, but the connection is not visible to the user. This makes the concept feel made up or generic. Fix: explicitly show which 7 dimensions were reused, what changed for the brand voice, and why the transfer works.
Invented Specifics
The concept introduces fake tools, fake numbers, fake experiments, or fake internal access not present in the source or current context. This destroys trust fast. Fix: remove the invented specifics, lower the confidence if needed, and keep the pattern transfer stronger than the decoration.
Forcing All Six Scroll Traps
Using all six techniques in one post. It reads as manufactured, even to people who cannot name the techniques. Fix: two to three per piece, chosen based on platform rules and content type.
Scroll Traps Quick Pass Checklist
Run this on every concept before finalizing:
Invocation
/forge [topic or paste trend data] --brand [client] --count [n] --platform [x|linkedin|tiktok|instagram|all]
Examples:
/forge https://x.com/someone/status/123456 --count 5/forge "AI agents replacing virtual assistants" --brand themattberman --platform linkedin/forge [paste raw trend data below] --count 3 --platform x
Arguments:
| Argument | Description | Default |
|---|
[topic or URL] | Required. Raw trend data, URL, or topic description | - |
--brand [name] | Load brand voice from 07-clients/[name]/CLAUDE.md | none |
--count [n] | Number of concepts to generate | 5 |
--platform [x/linkedin/tiktok/instagram/all] | Target platform | all |
Example: Raw Trend to Finished Concept
Input (raw trend data):
TOPIC: Agencies using AI to write all their client content
SOURCE: https://x.com/example/status/987654321
WHY TRENDING: Viral thread showing an agency cut content team from 8 to 2 people
TRACTION: 4.2M views, 18K bookmarks
PLATFORM: X
Angle Scoring:
| Angle | Contrast | Relevance | Score | Selected |
|---|
| AI can help agency content | 5 | 60 | 3 | No |
| Agency cut team from 8 to 2 | 70 | 80 | 56 | Yes |
| AI content is lower quality | 45 | 50 | 22.5 | No |
| The 6 workers who got replaced saw it coming | 80 | 70 | 56 | Yes |
| How the 2 who stayed are structured | 75 | 85 | 63.75 | Yes |
| Clients do not know AI wrote their content | 85 | 75 | 63.75 | Yes |
| Agencies not doing this will lose clients in 12 months | 80 | 80 | 64 | Yes |
Top 5 angles selected. Generating Concept 1:
CONCEPT 1: The Invisible Replacement
SOURCE INSPIRATION: Viral X thread, 4.2M views, agency cut content team from 8 to 2
SOURCE URL: https://x.com/example/status/987654321
HOOK: "An agency replaced 6 content writers with AI last month. Their clients have no idea. Neither do their competitors. Yet."
Scroll Trap: Negative Frame + Contrast Words ("Yet" opens a forward loop)
Why it works: Two hidden secrets in one sentence, with a time-bomb word at the end that demands reading on.
PUPPET STRING: Wealth (primary) + Status/Access (secondary)
Fear Amplification: Yes, "Your agency's clients are about to find out the same thing and you won't be the one who told them."
CONTENT DNA (7-Dimension Breakdown):
| Dimension | Analysis |
|---|
| 1. Topic | AI replacing agency content teams |
| 2. Angle | Insider confession: clients don't know, competitors don't know |
| 3. Hook Structure | Shocking stat + hidden secret + time-bomb word |
| 4. Story Structure | Revelation arc: hidden truth → scale → what the survivors did → what happens next |
| 5. Visual Format | Text thread (X), could adapt to talking head with screen shares |
| 6. Key Visuals | Before/after team size graphic, client reaction screenshots |
| 7. Audio | N/A for text; if video: serious tone, no music, direct to camera |
⚠️ VISUAL-FIRST FLAG: No
CARE TO CLICK ARC:
- Pain/Acceptance: Open with the scale of the shift, not the tool. "This is not about AI. It is about who sees it coming before it is obvious."
- Trust: Specific numbers from the source thread. Reference the 4.2M view signal as proof this is already mainstream, not edge-case.
- Attention: Use a loop opener before the reveal: "But here's the part nobody is talking about."
- Action: "If you want the breakdown of how the two who stayed are structured, reply 'FORGE' and I'll send it."
FORMAT: X Thread (6-9 tweets)
PLATFORM FIT: X (primary), LinkedIn long-form (secondary)
LENGTH GUIDE: 900-1,200 words in thread form, 600-800 words as LinkedIn post
Connection to Other Skills
Takes input from:
content-calendar: Raw research signals and trending topicslast30days: Recent Reddit and X research outputhooks: If pre-generated hooks need concept bodies built around themaddictive-content: As a final quality pass after Forge concepts are written
Sends output to:
addictive-content: Final Scroll Traps pass before publishingpostiz: Schedule the finished concepthooks: If you want to expand a single hook into 10 variations before writing the bodycontent-atomizer: To repurpose a finished concept across multiple platforms
Notes for Agent Execution
When running this skill as an agent (not interactively):
- Always show the Angle Scoring table. Do not skip it. It is the decision log.
- If no brand file exists, note it clearly in the header block. Do not invent brand voice.
- Generate exactly the number of concepts specified in
--count. If not specified, default to 5.
- Each concept must have ALL fields in the standard concept block. No partial outputs.
- Flag any anti-patterns detected in the input data at the top of the output.
- Do not use em dashes anywhere in the output. Use commas, periods, colons, or restructure.
- Do not attribute frameworks to external sources. These are Matt Berman's frameworks.
- If the source trend is in a language other than English, note the language and translate the core insight before running the angle mapping.
