Welcome Sequence

Preamble (run first)

_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: ${_ACTIVE_PRODUCT:-none}"
if [ -n "$_WORKSPACE" ] && [ -d "$_WORKSPACE" ]; then
  _R_DONE=$([ -f "$_WORKSPACE/research.md" ] && echo "yes" || echo "no")
  _M_DONE=$([ -f "$_WORKSPACE/mechanism.md" ] && echo "yes" || echo "no")
  _B_DONE=$([ -f "$_WORKSPACE/brief.md" ] && echo "yes" || echo "no")
  echo "PHASES: R=$_R_DONE M=$_M_DONE B=$_B_DONE"
fi
_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 "welcome-sequence" --product "${_ACTIVE_PRODUCT:-none}" --tier 4 2>/dev/null &
_SESSION_COUNT=$(ls /tmp/rmbc-session-* 2>/dev/null | wc -l | tr -d ' '); touch "/tmp/rmbc-session-$$"
echo "SESSIONS: $_SESSION_COUNT"

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":

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:

• 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":

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.

welcome-sequence

Purpose

Generate a complete welcome email sequence (5-7 emails) that converts new subscribers or first-time buyers into engaged, trusting audience members ready to purchase. The welcome sequence is the highest-ROI automated email flow — open rates are 2-3x higher than any other sequence because the subscriber just opted in. Every email must capitalize on this attention window. RMBC applies here as compressed orientation: Research drives personalization, Mechanism introduces your unique approach, Brief structures the arc from stranger to buyer, Copy executes with warmth and authority.

Inputs

| Input | Required | Description | |-------|----------|-------------| | brand_name | Yes | Brand or sender name the subscriber will recognize | | product_line | Yes | Core product(s) or service(s) the brand sells | | target_audience | Yes | Who the subscriber is — demographics, pain points, desires | | primary_offer | Yes | The first offer to present — product, price, discount, or lead magnet follow-up | | brand_voice | Yes | One of: founder, expert, friend, authority | | sequence_length | No | Number of emails: 5, 6, or 7 (default: 7) | | opt_in_source | No | How they subscribed — lead magnet, quiz, purchase, homepage (default: lead_magnet) |

Execution Protocol

Step 1 — Load Framework Context

Read rmbc-context/resources/rmbc-methodology.md to load RMBC framework definitions. Welcome sequences deploy RMBC across a trust-building arc — Research informs audience-specific messaging, Mechanism differentiates the brand, Brief structures the emotional journey, Copy converts attention into relationship.

Step 2 — Map the Welcome Arc

| Email | Role | Emotional State | Focus | |-------|------|----------------|-------| | 1 — Welcome | Deliver promised value, set expectations | Curious, high attention | Fulfill opt-in promise, introduce brand voice | | 2 — Value | Teach something immediately useful | Engaged, evaluating | One actionable insight that delivers a quick win | | 3 — Story | Share origin story or founding insight | Curious about the person behind the brand | Build connection through narrative | | 4 — Credibility | Stack proof — results, testimonials, credentials | Weighing trust | Social proof and authority markers | | 5 — Soft Offer | Introduce the product as a natural next step | Warm, considering | Mechanism tease + value proposition, low-pressure CTA | | 6 — Hard Offer | Full pitch with urgency | Ready to decide | Complete offer: mechanism, proof, guarantee, deadline | | 7 — Recap | Summary of value delivered + final CTA | Last chance | Recap the journey, restate the offer, clean close |

For 5-email sequences: combine 2+3, 4+5, keep 6 and 7. For 6-email sequences: combine 4+5.

Progressive mechanism disclosure: The product's unique mechanism must be revealed progressively across the sequence — never in full in a single email. Email 1 teases the mechanism's existence without naming it ("There's a reason your approach hasn't worked — and it has nothing to do with what you've been told"). Email 3 reveals half the mechanism within the story. Emails 5-6 reveal the full mechanism with proof. This creates a serialized discovery arc that mirrors how trust builds: curiosity → partial understanding → full comprehension → conviction. Each email reveals one more layer, giving the subscriber a reason to open the next one.

Step 3 — Adapt by Opt-In Source

| Source | Email 1 Adjustment | Tone Shift | |--------|-------------------|------------| | Lead magnet | Deliver the resource + one key takeaway | Educational first | | Quiz | Reference their quiz result, personalize | Diagnostic, specific | | Purchase | Confirm order, set product expectations | Gratitude, onboarding | | Homepage | Introduce brand mission + quick value | Broad, welcoming |

Step 4 — Write Each Email

For each email, produce:

• Subject line (under 50 characters, appropriate to sequence position)
• Preview text (40-90 characters, complements subject)
• Body copy following the email's role from the arc
• CTA appropriate to position (value action early, purchase action late)

Rules:

• Emails 1-3: Zero selling. Pure value, story, relationship building.
• Email 4: Credibility only — proof stacking, no offer yet.
• Emails 5-7: Graduated selling — soft to hard to recap.
• Every email must give a reason to open the next one (preview the next topic).
• Short paragraphs: 1-3 sentences. Respect inbox fatigue.
• One CTA per email — value-focused early, purchase-focused late.

Step 5 — Validate Sequence Coherence

Read all emails in order. Check:

1. Does each email build on the previous without repeating?
2. Does the value-to-pitch ratio feel earned? (3+ value emails before first offer)
3. Does the story email feel authentic and specific — not generic brand copy?
4. Does the hard offer email work as a standalone pitch?
5. Does the final email create closure regardless of whether they buy?

Output Format

## Welcome Sequence: [Brand Name]

**Opt-In Source:** [lead_magnet | quiz | purchase | homepage]
**Sequence Length:** [5-7] emails
**Send Schedule:** [Day 0, 1, 3, 5, 7, 9, 11]
**Voice:** [founder | expert | friend | authority]
**Audience:** [target audience summary]

---

### Email 1: Welcome — Day 0

**Subject:** [subject line]
**Preview:** [preview text]

[Full email body]

[CTA — value action]

---

### Email 2: [Role Label] — Day [X]

[...continue for each email...]

---

## Sequence Strategy Notes

- **Value-to-pitch ratio:** [X value emails : Y pitch emails]
- **Story placement:** Email [3] — [why this timing builds connection]
- **First offer timing:** Email [5] — [why delay builds trust]
- **Suggested send cadence:** [daily for first 2, then every 2 days]
- **Exit behavior:** Subscribers who purchase → move to post-purchase sequence

Quality Criteria

• Email 1 must deliver the opt-in promise immediately — no "stay tuned" deferrals
• No selling in emails 1-3 — pure value, story, and relationship building
• Story email must include specific details — not a templated "our mission is..." paragraph
• Credibility email must use specific proof (numbers, names, results) — not vague authority claims
• Each email must tease the next — create a reason to open tomorrow
• Subject lines must feel personal, not promotional — these are relationship emails
• Hard offer email must work as a standalone pitch if read in isolation
• Final email must create a clean close — no guilt, no desperation

• 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 subject line inspiration across the sequence
• Run /mechanism-ideation to develop the mechanism tease for emails 5-6
• Run /email-promo for standalone promotional emails after the sequence completes
• Run /post-purchase-sequence for subscribers who convert during the welcome flow
• Validate 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:

• /email-retention-sequences — build retention follow-up
• /post-purchase-sequence — continue post-purchase arc
• /soap-opera-sequence — deepen engagement
• /rmbc-copy-audit — score sequence 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.

Completion Protocol

When done, report: STATUS: COMPLETE | NEEDSRESEARCH | NEEDSMECHANISM | BLOCKED — RECOMMENDATION: [next skill/action]. If ACTIVE_PRODUCT is set, suggest saving: rmbc-workspace save /tmp/skill-output.md

Prerequisite Detection

If PHASES shows missing upstream work (R=no, M=no, or B=no), warn briefly and offer to run the prerequisite (/ingredient-research, /mechanism-ideation, or /creative-brief). Present "[Run prerequisite] [Skip — generate anyway]" via AskUserQuestion. Never block.

Eureka Logging

If you discover a result contradicting conventional DR copywriting wisdom, log it:

"$_RMBC_ROOT/bin/rmbc-analytics" eureka log '{"skill":"welcome-sequence","product":"PRODUCT","insight":"DESCRIPTION","conventional":"WHAT_WAS_EXPECTED","evidence":"WHAT_WAS_OBSERVED"}'

Only log genuine surprises — not every result.

Sequence Coherence Check

Before delivering, verify:

• [ ] Tone consistency across all emails (no jarring shifts)
• [ ] Escalation arc (urgency/value builds across sequence)
• [ ] CTA progression (soft → medium → hard across emails)
• [ ] No repeated hooks/angles between emails
• [ ] Each email can stand alone (reader may skip earlier ones)

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 ""

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
• Source: coleschaffer/dtc-copywriting-skills
• License: MIT

Install and usage instructions live in the source repository linked above.