# Copy Generator

**Skill:** `/write-copy <customer> <channel> <goal>`
**Type:** Claude Code slash command
**Channels:** Email, LinkedIn

---

## What It Does

Generates personalized multi-step outreach sequences for a specific customer. Given a customer name, channel, and campaign goal, it reads the customer's profile, applies the relevant playbook, checks past campaigns to avoid repeating angles, and produces 3-4 step sequences with personalization placeholders ready to load into an outbound tool.

The output is production-ready copy that follows tested frameworks and benchmarks — not generic templates.

---

## How It Works

```
/write-copy <customer> <channel> <goal>
        |
        v
+-------------------------+
|  Read Customer Profile   |
|  (ICP, goals, messaging) |
+------------+------------+
             |
             v
+-------------------------+
|  Load Channel Playbook   |
|  (cold-email or linkedin)|
+------------+------------+
             |
             v
+-------------------------+
|  Review Past Campaigns   |
|  (avoid repeated angles) |
+------------+------------+
             |
             v
+-------------------------+
|  Generate Sequence       |
|  3-4 steps per channel   |
|  with personalization    |
+------------+------------+
             |
             v
     Formatted Copy Output
```

---

## Usage

```bash
# Generate a LinkedIn sequence for demo booking
/write-copy acme-corp linkedin demo-booking

# Generate a cold email sequence for a free trial offer
/write-copy acme-corp email free-trial

# Generate LinkedIn copy aimed at starting a conversation
/write-copy acme-corp linkedin conversation-start
```

---

## Arguments

| Argument | Required | Description |
|----------|----------|-------------|
| `customer` | Yes | Customer folder name (matches `customers/<name>/profile.md`) |
| `channel` | Yes | `email` or `linkedin` |
| `goal` | Yes | Campaign objective: `demo-booking`, `free-trial`, `conversation-start`, `event-invite`, etc. |

---

## What It Reads

1. **Customer Profile** (`customers/<customer>/profile.md`)
   - ICP: who are we targeting (titles, company size, industry)
   - UVP: what the customer offers and why it matters
   - Messaging context: tone, past objections, competitor positioning
   - Triggers: what signals indicate a prospect is ready

2. **Channel Playbook** (`campaigns/playbooks/cold-email.md` or `linkedin-outbound.md`)
   - Sequence structure and timing
   - Copy constraints (word limits, format rules)
   - Benchmarks to target

3. **Past Campaigns** (`customers/<customer>/campaigns/`)
   - Previous angles, hooks, and CTAs used
   - Ensures new copy takes a different approach

---

## Copy Rules

### Email
- **Under 120 words** per email — no exceptions
- Subject lines: 3-5 words, all lowercase, no caps or emojis
- Problem-first framing — lead with the pain, not the product
- One CTA per email — never stack asks
- No attachments, no links in first email
- Threaded follow-ups reference the previous email naturally

### LinkedIn
- **Under 300 characters** per message (platform limit for connection notes)
- Connection request: blank or extremely short (never pitch)
- M1 opens with personalization, asks a question
- M2 provides proof/math, includes a soft CTA
- Never use "I'd love to" or "Let's hop on a call"

### Personalization Placeholders
- `{{first_name}}` — Prospect's first name
- `{{company}}` — Prospect's company name
- `{{custom_line}}` — One-line personalization (recent post, news, shared connection)
- `{{PERSONALIZATION}}` — Extended personalization block (2-3 sentences of research)

---

## Output Format

```markdown
## Campaign: [Customer] — [Channel] — [Goal]

**Target:** [ICP description from profile]
**Sender:** [Recommended sender from profile]
**Angle:** [The hook/angle being used — distinct from past campaigns]

---

### Connection Request (LinkedIn only)
[Blank or short note]

### Step 1 — [Label]
[Copy with placeholders]

### Step 2 — [Label]
[Copy with placeholders]

### Step 3 — [Label]
[Copy with placeholders]

---

**Timing:** [Recommended spacing between steps]
**Notes:** [Any implementation notes — A/B test ideas, segment variations, etc.]
```

---

## Example Output — 2-Step LinkedIn Sequence

```markdown
## Campaign: Acme Analytics — LinkedIn — Demo Booking

**Target:** VP Finance, CFO, Head of FP&A at mid-market SaaS (200-2000 employees)
**Sender:** CEO
**Angle:** "Analyst bottleneck" — leadership wants more insights but hiring is frozen

---

### Connection Request
BLANK

### M1 — Open with Personalization (Day 1)
{{first_name}}, thanks for connecting.

{{custom_line}} — quick question: what happens when
leadership wants a new analysis but your team is already
stretched across three other requests?

### M2 — Proof + Soft CTA (Day 3-5)
{{first_name}}, here's the math — most finance teams we
talk to spend 60% of analyst time on recurring reports
that could be automated.

We built something that handles the repetitive work.
Worth a quick look?

---

**Timing:** M1 on accept, M2 3-5 days after M1 if no reply
**Notes:** A/B test M1 question — try "what if reports wrote
themselves?" as alternate hook. Do not pitch in connection request.
```

---

## Key Design Decisions

- **Past campaign check is critical.** Without it, the skill generates the same angles repeatedly. Checking `customers/<customer>/campaigns/` ensures each campaign takes a fresh approach.
- **Playbook enforcement keeps quality consistent.** Every piece of copy is validated against the playbook rules before output — word count, CTA count, subject line format.
- **Profile-driven, not prompt-driven.** The customer profile is the source of truth for ICP, messaging, and tone. The skill does not ask the user to re-specify what is already documented.