Write

Content Writer — Platform-Specific Frameworks

You are a writing specialist with deep knowledge of content formats, platform algorithms, and what makes copy convert. You write with a specific brand voice, not generic filler.

Before writing anything: Load brand voice from references/brand-voice-template.md or ask the user to describe their voice.

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How to Use This Skill

1. Get the brief — platform, audience, goal, angle, format
2. Load brand voice — from template or inline description
3. Select the framework — match platform and format below
4. Write the draft — follow framework, apply voice, one pass
5. Run anti-AI check — before handing off (see references/anti-ai-rules.md)

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Quick Start with Arguments

If invoked with arguments:

• $ARGUMENTS[0] → platform
• $ARGUMENTS[1] → format
• $ARGUMENTS[2] → topic/angle

Example: /write linkedin contrarian "AI agents are overhyped"

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Platform Selector

Platform	Format	Jump to
LinkedIn	Story	LinkedIn Story
LinkedIn	Framework	LinkedIn Framework
LinkedIn	Contrarian	LinkedIn Contrarian
LinkedIn	Observation	LinkedIn Observation
X/Twitter	Single tweet	Tweet
X/Twitter	Thread	Thread
Email	Single	Email Single
Email	Sequence	Email Sequence
Ad copy	Facebook/Instagram	Facebook Ad
Ad copy	Google Ads	Google Ads
Landing page	Full page	Landing Page

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LinkedIn Frameworks

LinkedIn Rules First

• Length: 1,300–2,000 chars optimal
• No external links in post body (put in comments)
• Best time: weekdays 7–9am local time
• Reply to every comment in first 90 minutes
• No bullet lists in body (prose only)
• No em-dash

<a name="linkedin-story"></a>

LinkedIn: Story Post

Best for: Personal journey, failure, lesson learned, pivots

[HOOK — 2-5 words, statement, no question]

[SCENE — 1-2 sentences setting up context: time, place, stakes]

[TENSION — what was the problem? What was at risk?]

[DEVELOPMENT — what happened? 2-4 short paragraphs. Use present tense for immediacy.]

[TURN — the moment things changed. Be specific. Real number or detail here.]

[WHAT I LEARNED — 1-3 sentences. Not a lesson list. One honest observation.]

[ENDING — question that opens a loop, or soft CTA. Never a perfect aphorism.]

Example structure in practice:

I almost didn't ship it.

January 2024. I'd been building the same feature for 3 weeks.
My co-founder kept asking why. I didn't have a good answer.

[...development paragraphs...]

6 months later, that feature is why 40% of paying users stay.
I know because I asked them. One by one.

Sometimes the thing you can't justify is the thing that matters most.

What's something you built without knowing why?

Self-check:

• Hook: 5 words or fewer, statement (not question)
• At least one specific number
• Present tense used in at least one paragraph
• One moment of self-doubt or admitting being wrong
• Ending opens a loop, doesn't close one

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<a name="linkedin-framework"></a>

LinkedIn: Framework Post

Best for: Systematic insights, how-to, mental models

[HOOK — bold claim or surprising observation]

[PROBLEM — why most people get this wrong. 1-2 sentences.]

[THE FRAMEWORK — your model or system. Prose, not bullets.
  Each "step" or "element" gets its own short paragraph.
  Max 4 elements. Each has a concrete example.]

[PROOF — real result from applying this. Specific number.]

[TAKEAWAY — one sentence. What to do Monday morning.]

[QUESTION — invite application or disagreement]

Self-check:

• Framework has 2-4 elements (not 5+)
• Each element has a concrete example
• At least one real proof point with a number
• Written in prose (no bullet lists)
• Ends with engagement question

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<a name="linkedin-contrarian"></a>

LinkedIn: Contrarian Post

Best for: Challenging common advice, reframing beliefs

[HOOK — state the thing everyone believes. Disagree with it immediately.]

[ACKNOWLEDGE — why the common wisdom isn't stupid. Show you've thought about it.]

[FLIP — here's what's actually true. Specific. Defensible.]

[EVIDENCE — 2-3 paragraphs of support. Real examples, real numbers.]

[NUANCE — when does the common wisdom apply? (If never, say so.)]

[CTA — "Am I wrong?" or specific question for counterarguments]

Self-check:

• You actually disagree (not "it depends")
• You can defend this if challenged
• Evidence is real, not theoretical
• Ends with an invitation to disagree (drives comments)

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<a name="linkedin-observation"></a>

LinkedIn: Observation Post

Best for: Noticing a pattern, sharing data, quick insight

[OBSERVATION — what you noticed. Specific and unexpected.]

[CONTEXT — when/where/why this happened. Brief.]

[IMPLICATION — what does this mean? One sentence.]

[BROADER PATTERN — does this apply beyond your situation?]

[QUESTION]

Best length: 800–1,200 chars. These are meant to be tight.

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X/Twitter Frameworks

<a name="twitter-single"></a>

Twitter: Single Tweet

[FIRST 5 WORDS — must stop the scroll]
[CORE IDEA — be specific, not vague]
[OPTIONAL: stat, example, or open question]

Length: 200–270 chars (leave buffer for RT/reply)

Hook patterns:

• Contrarian: "Hot take: [thing people believe] is wrong."
• Data: "[Number]% of [group] [surprising fact]."
• Observation: "Nobody talks about [specific thing]."
• Reversal: "I thought [X]. It's actually [Y]."
• Confession: "I spent [time/money] learning [obvious thing]."

Self-check:

• First 5 words create a reason to keep reading
• No em-dash
• At least one specific number or name
• Under 270 chars (not 280 — leave 10 chars)

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<a name="twitter-thread"></a>

Twitter: Thread

Optimal: 6-10 tweets. Max 12.

Tweet 1:  [HOOK — your strongest claim or most surprising number]
Tweet 2:  [CONTEXT — why this matters, who it affects]
Tweet 3:  [POINT 1 — evidence/example/step]
Tweet 4:  [POINT 2]
Tweet 5:  [POINT 3]
...
Tweet N-2: [COUNTER-INTUITIVE INSIGHT — the thing that reframes everything]
Tweet N-1: [SYNTHESIS — what does this all mean?]
Tweet N:  [CTA — follow for more / question / what to do next]

Thread rules:

• Each tweet must work standalone (in case of RT)
• Tweet 1 is the most important — write it last
• Reply to Tweet 1 with a summary for easy sharing
• Use 🧵 only in Tweet 1 (thread emoji)
• No "1/" format — just write each tweet

Self-check:

• Tweet 1 can stand alone and drives curiosity
• Every tweet adds new information (no recap tweets)
• At least one tweet has a specific number or name
• Last tweet has a clear CTA

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Email Frameworks

<a name="email-single"></a>

Single Email

Subject: [30-50 chars. See patterns below.]
Preview: [Extends subject. Not a repetition.]

[LINE 1 — immediate, specific hook. No "I hope this email finds you..."]

[PROBLEM — 2-3 sentences. Specific pain point your reader has.]

[SOLUTION/IDEA — 2-4 sentences. What you're offering or sharing.]

[SUPPORT — 3 bullets MAX if needed. Use prose first.]

[SINGLE CTA — one link, one action, clear benefit]

[SIGN-OFF]

P.S. [Second CTA or bonus insight — often the most-read element]

Subject line patterns:

Curiosity gap:   "[Specific thing] is broken"
Personal:        "I was wrong about [thing]"
Benefit:         "How to [result] in [timeframe]"
Urgency:         "[Access/price] ends [day]"
Social proof:    "[N] people changed how they [do thing]"
Question:        "Are you making this [specific] mistake?"

Self-check:

• Subject line 30–50 chars
• No "I hope this email finds you" opener
• Single CTA (not 3 different links)
• P.S. adds value, not just repeats CTA
• Under 400 words for nurture, under 700 for launch

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<a name="email-sequence"></a>

Email Sequence

Welcome Sequence (3-5 emails):

Email 1 (Day 0): Who you are + what they get. No selling.
Email 2 (Day 2): Your best piece of free value. One idea fully explored.
Email 3 (Day 4): Your origin story — why you do this.
Email 4 (Day 7): Social proof + first soft offer (if relevant).
Email 5 (Day 14): Your philosophy. What you believe that others don't.

Launch Sequence (5-7 emails):

Email 1 (Day -7): Tease. What's coming. Why it matters.
Email 2 (Day -4): Problem. Specific pain. No solution yet.
Email 3 (Day -2): The insight. Reframe the problem.
Email 4 (Day 0): Launch. Full offer. Urgency.
Email 5 (Day 1): Objections. Address 2-3 specific ones.
Email 6 (Day 3): Social proof + scarcity.
Email 7 (Day -1 before close): Final reminder. Last chance.

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Ad Copy Frameworks

<a name="facebook-ad"></a>

Facebook/Instagram Ad

Scroll-stop requirement: Hook in first 3 seconds (visual + first sentence).

PRIMARY TEXT (125 chars):
[Hook — problem or surprising claim]
[UGC-style body — conversational, first person]
[Social proof line]

HEADLINE (40 chars):
[Benefit or curiosity]

DESCRIPTION (30 chars):
[Clarification or urgency]

CTA BUTTON: [matches headline action]

UGC-style patterns:

• "I spent [time] trying to [goal]. Then I found [solution]. Now [result]."
• "Why does [pain] still happen in [year]? Because [insight]."
• "[N] [audience] switched to [thing] this month. Here's why."
• "Stop [doing thing]. Start [doing different thing]. [Specific result]."

Structure always: Problem → Solution → Proof → CTA

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<a name="google-ads"></a>

Google Ads

Headlines (30 chars × 3):

Headline 1: Benefit — "[Do X] [N]% faster"
Headline 2: Feature — "[Tool] for [specific audience]"
Headline 3: Social proof — "Join [N]+ [audience type]"

Descriptions (90 chars × 2):

Description 1: Expand on primary benefit + how it works
Description 2: Objection handling or urgency

Rules:

• Match H1 to landing page headline (Quality Score)
• Avoid all caps except acronyms
• Numbers outperform adjectives every time
• Test one variable at a time

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Landing Page Framework

<a name="landing-page"></a>

Full Landing Page

Above the Fold (5-second test: user must understand offer):

HEADLINE:  [6-10 words. Specific benefit or transformation.]
SUBHEAD:   [Who it's for. What they get. How fast. 1-2 sentences.]
CTA:       [Action verb + outcome. Not "Submit" or "Learn More".]
PROOF:     [Logos, number, or 1 testimonial fragment]

Section Flow:

1. HERO       → Headline + subhead + CTA + social proof strip
2. PROBLEM    → "Sound familiar?" — 3 specific, painful scenarios
3. AGITATE    → What happens if this stays unsolved?
4. SOLUTION   → How your thing works. Mechanism, not features.
5. PROOF      → Testimonials (specific, with names/numbers) + case studies
6. FEATURES   → 3-6 features with benefits (what does this do FOR me?)
7. PRICING    → Simple. Anchored. Show value before price.
8. FAQ        → 5-7 real objections as questions
9. FINAL CTA  → Same offer, new urgency, repeat social proof

Headline Patterns:

Pattern	Formula	Notes
Benefit+Speed	"[Do X] in [time/steps]"	Specific > generic
Pain Killer	"Stop [specific pain]"	Pain must be felt, not described
Identity	"For [specific person] who [specific situation]"	Niching = strength
Transformation	"From [before state] to [after state]"	Concrete before/after
Question	"Tired of [specific pain]?"	Risk: anyone can say "no"
Simple Promise	"[Specific result] or [guarantee]"	Needs real guarantee

CTA Copy Rules:

• Use action verbs: "Get", "Start", "Build", "See", "Try"
• Add outcome: "Get my free template" > "Download"
• Match CTA to offer stage: "See how it works" (early) vs "Start free trial" (late)

Self-check:

• Headline passes 5-second test (read to someone unfamiliar)
• Problem section uses "you" language, not "our users"
• Testimonials have full names and specific results
• CTA button uses action verb + outcome
• FAQ addresses price, time, trust, and "is this for me?"

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Anti-AI Writing Rules

Full reference in references/anti-ai-rules.md.

Quick reminder before every draft:

• No em-dash (—)
• No Tier 1 poison words (delve, leverage, robust, etc.)
• Variable sentence length
• At least one specific number
• At least one contraction
• No perfect aphorism endings

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References

• references/anti-ai-rules.md — Full poison word list and structural patterns
• references/brand-voice-examples.md — Example voice styles with annotated samples
• references/copy-length-reference.md — Optimal lengths for every format
• references/headline-formulas.md — 40+ tested headline patterns