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Generate the opening lead section of long-form DR copy — the first 200-500 words that determine whether the prospect reads or bounces.
How this skill is triggered — by the user, by Claude, or both
Slash command
/dtc-copywriting-skills:lead-writerThe summary Claude sees in its skill listing — used to decide when to auto-load this skill
<!-- AUTO-GENERATED from SKILL.md.tmpl — do not edit directly -->
_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:
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:
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.
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).
| 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) |
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.
Determine market awareness level (Eugene Schwartz scale):
Match lead type to awareness level. If lead_type: auto, recommend based on this analysis.
Generate 3 distinct leads (200-500 words each):
If lead_type is specific, write 3 variations of that type. If auto, write the top 3 recommended types.
For each variation, provide:
## 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]
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)
/hook-battery for the headline/hook that precedes the lead/mechanism-ideation for the mechanism the lead must set up/vsl-script, /lander-copy, or /advertorial-writer/rmbc-copy-auditRead 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.
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 qualityAlways deliver the full framework implementation. AI makes the marginal cost of completeness near-zero:
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.
npx claudepluginhub coleschaffer/dtc-copywriting-skills --plugin rmbc-skillsGenerate the opening lead section of long-form DR copy — the first 200-500 words that determine whether the prospect reads or bounces.
Creates, edits, and optimizes skills for Claude Code, including drafting, evaluating with test prompts, iterating on performance, and improving skill descriptions for better triggering accuracy.