# Lead Writer > Generate the opening lead section of long-form DR copy — the first 200-500 words that determine whether the prospect reads or bounces. - **Type:** Skill - **Install:** `agentstack add skill-coleschaffer-dtc-copywriting-skills-lead-writer` - **Verified:** Yes — security-reviewed for prompt injection and unsafe behavior - **Seller:** [coleschaffer](https://agentstack.voostack.com/s/coleschaffer) - **Installs:** 0 - **Category:** [Agent Skills](https://agentstack.voostack.com/c/agent-skills) - **Latest version:** 0.1.0 - **License:** MIT - **Upstream author:** [coleschaffer](https://github.com/coleschaffer) - **Source:** https://github.com/coleschaffer/dtc-copywriting-skills/tree/public/skills/lead-writer ## Install ```sh agentstack add skill-coleschaffer-dtc-copywriting-skills-lead-writer ``` Requires the [AgentStack CLI](https://agentstack.voostack.com/docs/cli). Works with Claude Code, Cursor, and any MCP-compatible agent. ## About ## Preamble (run first) ```bash _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 `: read `skills/rmbc-upgrade/SKILL.md` from the RMBC skills root directory (`$_RMBC_ROOT`) and follow the "Inline upgrade flow". If `JUST_UPGRADED `: read `$_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": ```bash open "https://www.youtube.com/watch?v=zI8tNfefH1M" mkdir -p ~/.rmbc-skills touch ~/.rmbc-skills/.intro-seen ``` If "Skip — let's go": ```bash 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": ```bash mkdir -p ~/.rmbc-skills touch ~/.rmbc-skills/.telemetry-prompted ``` If "No, turn it off": ```bash 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: ```bash /bin/rmbc-workspace active "" ``` If the user says "skip" or "none" or "not yet", do nothing — they can set it up later. ## Source & license This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code. - **Author:** [coleschaffer](https://github.com/coleschaffer) - **Source:** [coleschaffer/dtc-copywriting-skills](https://github.com/coleschaffer/dtc-copywriting-skills) - **License:** MIT Install and usage instructions live in the source repository linked above. ## Pricing - **Free** — Free ## Security capabilities Automated source analysis of v0.1.0 — what this tool can access: - **Network access:** no - **Filesystem access:** no - **Shell / process execution:** no - **Environment & secrets:** no - **Dynamic code execution:** no *"Yes" means the capability is present in the source — more access means more to trust, not that it is unsafe.* ## Versions - **0.1.0** — security scan: passed — Imported from the upstream source. ## Links - Listing page: https://agentstack.voostack.com/l/skill-coleschaffer-dtc-copywriting-skills-lead-writer - Seller: https://agentstack.voostack.com/s/coleschaffer - Browse the marketplace: https://agentstack.voostack.com/browse --- Listed on AgentStack — the marketplace for AI agent skills and MCP servers. Every listing is security-reviewed. Creators keep 70%.