lead-writer

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

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 "$_RMBC_ROOT/bin/rmbc-analytics" log --skill "lead-writer" --product "${_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:

• 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.

lead-writer

Purpose

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).

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
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)

Execution Protocol

Step 1 — Load Framework Context

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.

Step 2 — Analyze Audience Sophistication

Determine market awareness level (Eugene Schwartz scale):

• Most Aware — Knows product, needs deal → Lead with offer
• Product Aware — Knows product, not convinced → Lead with proof/differentiation
• Solution Aware — Knows solutions exist, not yours → Lead with mechanism
• Problem Aware — Feels pain, no solution → Lead with problem agitation
• Unaware — Doesn't know they have a problem → Lead with story or news

Match lead type to awareness level. If lead_type: auto, recommend based on this analysis.

Step 3 — Write 3 Lead Variations

Generate 3 distinct leads (200-500 words each):

Story Lead

• Open with a specific person, moment, or scene
• Use sensory details — what they saw, felt, heard
• The story must connect to the prospect's situation within 3 paragraphs
• End with a pivot toward the problem or mechanism

Problem-Agitation Lead

• Name the problem in the first sentence
• Agitate with specific consequences (financial, emotional, social, physical)
• Use "you" language — make it personal
• Escalate from annoying to urgent
• End with implied promise of a solution

Curiosity Lead

• Open a knowledge gap immediately
• Reference something specific and unexpected
• Tease a mechanism or discovery without revealing it
• Use specificity to build credibility ("a 47-year-old accountant from Tulsa")
• End with a promise to reveal

News Lead

• Open with a time reference ("Last month...", "In a recent study...")
• Frame the mechanism as a discovery or breakthrough
• Use institutional credibility (universities, journals, experts)
• Keep tone neutral/editorial in the first paragraph, then shift to personal relevance

Contrarian Lead

• Challenge a belief the audience currently holds
• Be specific about what conventional wisdom says
• Provide a credible reason why the common approach fails
• Position the mechanism as the unconventional alternative

If lead_type is specific, write 3 variations of that type. If auto, write the top 3 recommended types.

Step 4 — Assess Each Lead

For each variation, provide:

• Strength score (1-5) with reasoning
• Best format fit — which copy format this lead works best in
• Awareness match — which awareness level this lead targets
• Risk factor — what could cause this lead to fail

Output Format

## 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]

Quality Criteria

• 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)

Related Skills

• Run /hook-battery for the headline/hook that precedes the lead
• Run /mechanism-ideation for the mechanism the lead must set up
• Use leads in /vsl-script, /lander-copy, or /advertorial-writer
• Validate full copy 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 the mechanism reveal
• /advertorial-writer — expand into full advertorial
• /rmbc-copy-audit — score lead quality

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.