Generate RMBC-structured product detail page (PDP) copy for e-commerce — extracts proven structure from top-performing pages and rewrites for a new product.
How this skill is triggered — by the user, by Claude, or both
Slash command
/dtc-copywriting-skills:pdp-ecomm-templateThe 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 "$_RMBC_ROOT/bin/rmbc-analytics" log --skill "pdp-ecomm-template" --product "${_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 high-converting product detail page copy using RMBC methodology. The skill extracts structural patterns from proven top-performing PDPs (Primal Queen, Happy Mammoth, etc.) and applies that architecture to a new product. The PDP is often the highest-revenue page in a DTC funnel — every word is high-leverage.
| Input | Required | Description |
|---|---|---|
product_name | Yes | Product name as it appears on the label/site |
product_description | Yes | What the product is, what it does, core value proposition |
key_ingredients_features | Yes | Top ingredients or features with proof points (clinical data, patents, percentages) |
price_point | Yes | Retail price + any bundle/subscription pricing |
target_audience | Yes | ICP description — demographics, psychographics, core pain |
reference_page_url | No | URL of a high-performing PDP to extract structure from |
traffic_source | No | meta | native | organic | email. Default: meta. Adjusts tone/length |
Read rmbc-context/resources/rmbc-methodology.md to load RMBC framework, including framework overview, quality dimensions, and mobile-first principles.
Adjust copy length and tone based on traffic source:
If reference_page_url is provided, analyze the page structure and extract the section-by-section template (headings, proof placement, CTA cadence, mobile layout). If not provided, use the default 9-section PDP architecture below.
Write each section following the output structure. Apply mobile-first hierarchy: short paragraphs, scannable subheads, visual break points noted in brackets.
In the price anchoring section, explicitly calculate unit economics. Show the math: "$X per serving vs $Y for [competitor/alternative]." Make the comparison visceral and specific.
Score the draft against RMBC quality dimensions (result specificity, mechanism novelty, proof believability, CTA clarity). Flag any dimension below 15/25 with a revision note.
## PDP Copy: [Product Name]
**Traffic source:** [source] | **ICP:** [1-line summary]
---
### 1. Above the Fold
**Headline:** [Primary headline — benefit-driven, specific]
**Subhead:** [Mechanism hint or proof point]
**Hero image direction:** [What the image should communicate]
**Primary CTA:** [Button text + context]
### 2. Problem Section
[Agitate the core pain. Be specific to the ICP. Use their language. 3-5 short paragraphs, mobile-optimized.]
### 3. Mechanism Reveal
[Why THIS product works. Unique angle that passes the "only we" test. Bridge from problem to solution without being generic.]
### 4. Ingredient/Feature Highlights
**[Ingredient/Feature 1]:** [Proof point — clinical data, percentage, patent]
**[Ingredient/Feature 2]:** [Proof point]
**[Ingredient/Feature 3]:** [Proof point]
[Up to 5. Each must have a specific proof point, not a vague claim.]
### 5. Social Proof Section
**Star rating:** [X.X / 5]
**Review count:** [N+ reviews]
**Featured testimonial 1:** "[Quote]" — [Name, credential/context]
**Featured testimonial 2:** "[Quote]" — [Name, credential/context]
**Placement note:** [Where to position reviews relative to CTA]
### 6. Value Stack
| You Get | Retail Value |
|---------|-------------|
| [Item 1] | $XX |
| [Item 2] | $XX |
| [Bonus if applicable] | $XX |
| **Total value** | **$XXX** |
### 7. Price Anchoring
[Value-comparison pricing. Show unit economics explicitly. Compare to competitor price, daily coffee, or relevant anchor. Make the math obvious.]
### 8. CTA + Guarantee
**CTA:** [Specific button text + urgency element]
**Guarantee:** [Risk reversal — days, terms, tone]
**Guarantee framing:** [How to present the guarantee as confidence, not desperation]
### 9. FAQ
1. **[Objection as question]** — [Direct answer that resolves and redirects to benefit]
2. **[Objection as question]** — [Answer]
3. **[Objection as question]** — [Answer]
4. **[Objection as question]** — [Answer]
5. **[Objection as question]** — [Answer]
---
Mobile-first: no paragraph longer than 3 lines on mobile (roughly 40 words max)
Every ingredient/feature claim backed by a specific proof point (number, study, patent)
Value-comparison pricing includes explicit unit economics math
Mechanism section passes the "only we" test — not interchangeable with competitor claims
CTA is specific action + urgency + risk reversal (never "Learn more")
FAQ questions are real objections, not softballs
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)
ingredient-research — run first to generate proof points for ingredient/feature highlightsunified-research-synthesizer — run first for strategic brief and ICP deep-divemechanism-ideation — run first to develop the unique angle for section 3rmbc-copy-audit — validate the finished PDP copy against RMBC scoringRead 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:
/hook-battery — generate product page hooks/rmbc-copy-audit — score page quality/order-form-cro — optimize the checkoutAlways 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 RMBC-structured product detail page (PDP) copy for e-commerce — extracts proven structure from top-performing pages and rewrites for a new product.
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.