Pesty-Marketing StoryBrand SB7 Skill
Mode Detection
Determine mode before doing anything else:
- Write mode: User wants to CREATE copy (homepage, email, ad, one-liner, landing page).
- Audit mode: User wants to EVALUATE existing copy against SB7.
WRITE MODE
Step 1: Build the BrandScript (REQUIRED — never skip)
Read references/brandscript.md for the full 8-question BrandScript with examples and language patterns.
If client/brand context is already known in this session, fill in the BrandScript from context and only ask when an answer cannot be confidently determined. Otherwise, ask each question. Record all answers before writing any copy.
Questions to answer:
- HERO — What does the customer want? (one desire, not a list)
- VILLAIN — What root cause threatens that desire?
- PROBLEM — External / Internal / Philosophical
- GUIDE — Empathy statement + competency evidence
- PLAN — 3-step process plan or agreement plan
- CALL TO ACTION — Direct CTA + Transitional CTA
- FAILURE — What does the customer lose by not buying?
- SUCCESS — Before/After grid + success type
Step 2: Apply to the Output Surface
Read references/surfaces.md for the full wireframe, one-liner formula, and email stage structure.
Available surfaces:
- Homepage / Landing page — 8-section wireframe in prescribed order
- One-liner — 3-part formula (Problem → Product → Result)
- Email / Drip — Curiosity / Enlightenment / Commitment stage mapping
Deliverable: the finished copy for the requested surface, plus the BrandScript when one was built.
AUDIT MODE
Read references/audit-checklist.md for the full checklist. If a numeric score is wanted, also read references/scoring.md for the rubric.
For each failed item: state what specifically is broken, quote the offending copy, and suggest the exact fix.
Troubleshooting
User can't identify the villain. Ask: "What is the one thing that stands between your customer and what they want?" If still stuck, offer 3 archetypal villain options (external force, internal resistance, broken system) and let them pick the closest.
User skips BrandScript and wants copy directly. Do not skip it. Say: "I need 5 minutes of BrandScript answers first — otherwise the copy will sound generic. Let's go fast." Then ask only the questions you can't infer from context.
Client context conflicts across session. If memory has prior BrandScript answers, confirm they still apply before using them. Brand strategy shifts; stale BrandScript produces wrong copy.
Audit on very short copy (tagline, ad). Not every SB7 element can fit in 10 words. Scope the audit to: hero/guide framing, CTA clarity, and whether the internal problem is addressed.
Examples
Write mode — one-liner request: User: "Use StoryBrand to write a one-liner for our pest control company." Skill: Asks 8 BrandScript questions → hero = homeowner who wants peace of mind, villain = invasive pests, problem = embarrassment + health risk + feeling like a bad host, etc. → produces: "Many homeowners deal with the anxiety of seeing pests in their home. [Company] offers fast, guaranteed treatments so you can stop worrying and get back to enjoying your space."
Audit mode: User: "Audit this homepage copy against SB7." Skill: Loads audit-checklist.md → runs each check → outputs a flagged list: "CTA check FAIL — 'Learn More' is passive. Change to 'Get a Free Quote.' Guide check FAIL — empathy is implied but never stated. Add: 'We know how unsettling it is to find pests in your home.'"
Pairing
Once SB7 structure is right, run the ann-handley skill for line-level voice and style polish on the output.
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