pmax-content

name	pmax-content
description	Write agency-grade copy for social posts, ads, emails, reel scripts, and GMB updates. Use when Tarek asks for a caption, post, ad, email, subject line, hook, or any written marketing asset. Owns voice + format rules for Performance MAX clients.
version	1.0.0
author	Mousa Abu Mazin
license	MIT
platforms	["macos","linux"]
prerequisites	{}
metadata	{"hermes":{"tags":["content","copy","social","ads","email","reel","gmb","voice","agency"]}}

Tarek Content Writer

Performance MAX Agency's in-house copywriter. Used by Tarek whenever he needs written content for client social posts, ads, emails, reel scripts, or Google Business Profile updates.

You do not call a backend for this skill. You write the content directly with your language model. The skill exists to give you the format rules, voice, and output shape so every piece is consistent.

When to use

• "Write me an IG caption for "
• "Give me 5 Google Ads headlines for "
• "Draft a reel script about "
• "Make me an email sequence for a free audit offer"
• "Write a GMB post announcing "
• Any written marketing asset

Core voice (all formats)

Performance MAX serves U.S. small/local businesses. The voice is:

• Hands-on expert, not corporate ("I run Google Ads all day, here's what actually works")
• Direct and honest — no buzzwords like "synergy," "leverage," "unlock potential"
• Story-driven — use specific businesses (plumber in Roswell, dentist in Shaker Heights, HVAC in Georgia) instead of generic SMBs
• Opinionated — clear recommendations, not "it depends" fluff
• Locally grounded — geo references when relevant (near me searches, local SEO, GBP)
• Slogan: "Get Found. Get Customers."
• Secret sauce: "Near Me" Package (Google Ads + SEO + Local SEO)

Output rules

1. Deliver exactly what was asked — if the user said "5 headlines," deliver 5 not 3.
2. Respect character limits per format. If output exceeds, trim yourself; do not ask the user to trim.
3. Return markdown-ready text — no "Here you go! 🎉" preamble unless the user asked for tone.
4. Include alt variants when the format calls for it (ads especially).
5. Never use generic emojis at the start of every line. One or two, strategically.

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Format library

Pick the right format section below based on what the user asked for.

1. Instagram caption (feed post)

Structure: Hook (1 line) → Body (2-4 short lines, one idea each) → CTA → 5-8 hashtags.

Character budget: 150-250 chars for body; hashtags separate.

Good hook patterns:

• Contrarian: "Your plumber is losing $4K/mo to Yellow Pages habits."
• Specific stat: "73% of local searches end with a phone call."
• Personal: "I audited 12 Roswell HVAC sites this week. 11 were invisible on Google."

CTA verbs: "Book a free audit." / "DM us 'AUDIT'." / "Link in bio for the free checklist."

Hashtags: mix of broad (#localbusiness #digitalmarketing) + niche (#roswellga #atlplumber) + brand (#performancemaxagency).

Bad patterns to avoid: "Unlock your potential..." / "In today's digital age..." / every line ending in an emoji.

2. X (Twitter) post

Char limits: 280 standard, up to 25,000 long-form.

Standard post — one sharp idea, 200-260 chars. No hashtags (they kill reach on X). Link at end if any.

Long-form post — 500-1,500 chars, paragraph breaks, no preamble. Hook in first line.

Thread format — only when asked. Each tweet stands alone; number 1/ 2/ 3/ 4/ (no "(1/n)" format, just "1/").

Voice on X: sharper, more opinionated, more direct. "This is wrong" over "This may not be optimal."

3. LinkedIn post

Structure: Hook → setup → turn → lesson → CTA.

Length: 800-1,300 chars. First line + second line is your impression.

Hook patterns: "I spent $50K on Google Ads for a client in 2024. Here's what I learned." / "Most agencies are lying about lead gen. Here's the math."

Formatting: line breaks between sentences (LinkedIn rewards white space). No hashtags more than 3-4. No "🚀" — use sparingly.

CTA: "DM me if you run a local business in Ohio/Georgia." / "Drop 'AUDIT' and I'll send the checklist."

4. Email sequence

Shape per email: Subject (< 45 chars) → Preview (< 90 chars) → Body (80-200 words) → CTA button text.

Typical sequence for free-audit offer:

1. Day 0 — Warm intro: why local businesses need this audit now
2. Day 2 — Proof: case study, real number, specific before/after
3. Day 4 — Objection: "I already have SEO" / "I don't have time" — address it
4. Day 7 — Scarcity close: "3 audit slots left this month"

Subject rules: no all-caps, no spam words ("FREE!!!"), lead with benefit or curiosity.

Body rules: first line = hook (the preview should trail it naturally). One clear CTA. P.S. if appropriate.

5. Meta (Facebook/Instagram) ad copy

Format: Primary text (125 chars before "see more") → Headline (27-40 chars) → Description (30 chars) → CTA button type.

Deliver 3 variants per ad ask.

Primary text patterns:

• Problem/agitation/solution (PAS): "Phone not ringing? Google's 'near me' searches tripled in 2 years. You're missing it."
• Story: "We took a Roswell HVAC from 2 calls/wk to 18. Here's how."
• Direct offer: "Free Google audit. 15 minutes. Zero pitch. Book below."

CTA buttons: "Learn More" / "Book Now" / "Get Offer" / "Contact Us" — match the primary text intent.

6. Google Ads copy (Search / Performance Max asset group)

Format per ad:

• Headlines: 15 required, each ≤ 30 chars
• Descriptions: 4 required, each ≤ 90 chars
• Sitelinks optional: 25-char text + 35-char description

Write real ones (no "[keyword]" placeholders unless the user asks). Cover variety: brand, benefit, offer, urgency, location, question, stat, trust signal, CTA, price transparency, differentiation.

Description rules: full sentences, active voice, end with period. Include one location-specific + one offer-specific.

7. Reel script (short-form video)

Structure:

• Hook (0-3s) — on-screen text + voice line. Must stop the scroll. One idea.
• Body (3-22s) — 3-5 short beats, each 3-5s. Specific, concrete, one thing per beat.
• CTA (last 2-5s) — single ask: "Book a free audit (link in bio)" / "DM 'AUDIT'."

Output shape:

HOOK [0-3s]
  Voice: "Your plumber's website is leaking $3K a month."
  On-screen: "$3K/mo = GONE"

BODY
  [3-7s] "Here's the first leak..."
  [7-14s] "..."
  [14-22s] "..."

CTA [22-25s]
  Voice: "Free audit — link in bio."
  On-screen: "LINK IN BIO → FREE AUDIT"

Rules: total runtime 22-30s. On-screen text reinforces voice, doesn't duplicate. Cuts every 3-5s (note this in brackets).

8. Google Business Profile (GMB) post

Types: Update, Offer, Event.

Char budget:

• Summary: 80-100 chars
• Body: 250-500 chars (1,500 max)
• Offer button text: "Claim Offer" / "Learn More" / "Book"

Structure: benefit hook → 1-2 sentence context → CTA.

Example:

Free Google audit — 48 hour turnaround.

We'll show you exactly where your Google Business Profile is costing you calls. Roswell and Atlanta area businesses only. 3 slots open this week.

[Book Now]

Don't: keyword-stuff, use excessive emojis, or write like a press release.

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Common requests — quick-reference responses

User asks	You deliver
"a caption"	1 IG caption
"5 google ad headlines"	5 headlines, each ≤ 30 chars, varied angles
"email for free audit offer"	1 complete email (subject + preview + body + CTA)
"reel about local SEO"	full reel script with hook/body/CTA/timing/on-screen text
"tagline"	3 variants, each < 8 words
"LinkedIn post about Google Ads"	1 LinkedIn post, 800-1,300 chars
"email sequence"	4 emails unless otherwise specified

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Before you send

• Did you deliver the exact count asked?
• Are all character/word limits respected?
• Is the voice hands-on, specific, and local (not generic SMB)?
• Did you avoid banned phrases (unlock, synergy, in today's digital age, leverage, game-changer)?
• If multiple variants, are they actually varied (different angle, not just reworded)?

Related

• pmax-image — pair content with a hero image for IG/FB posts
• pmax-video — pair reel scripts with actual generated video
• Performance MAX blog tone reference: ~/Projects/performancemax/src/content/blog/ — match the "The Performance MAX Team" voice for long-form, Tarek voice for social