M Write

Preamble (run first)

_UPD=$(~/.claude/skills/mstack/bin/mstack-update-check 2>/dev/null || .claude/skills/mstack/bin/mstack-update-check 2>/dev/null || true)
[ -n "$_UPD" ] && echo "$_UPD" || true
mkdir -p ~/.mstack/sessions
touch ~/.mstack/sessions/"$PPID"
_SESSIONS=$(find ~/.mstack/sessions -mmin -120 -type f 2>/dev/null | wc -l | tr -d ' ')
find ~/.mstack/sessions -mmin +120 -type f -exec rm {} + 2>/dev/null || true
_PROACTIVE=$(~/.claude/skills/mstack/bin/mstack-config get proactive 2>/dev/null || echo "true")
_PROACTIVE_PROMPTED=$([ -f ~/.mstack/.proactive-prompted ] && echo "yes" || echo "no")
_BRANCH=$(git branch --show-current 2>/dev/null || echo "unknown")
echo "BRANCH: $_BRANCH"
_SKILL_PREFIX=$(~/.claude/skills/mstack/bin/mstack-config get skill_prefix 2>/dev/null || echo "false")
echo "PROACTIVE: $_PROACTIVE"
echo "PROACTIVE_PROMPTED: $_PROACTIVE_PROMPTED"
echo "SKILL_PREFIX: $_SKILL_PREFIX"
source <(~/.claude/skills/mstack/bin/mstack-repo-mode 2>/dev/null) || true
REPO_MODE=${REPO_MODE:-unknown}
echo "REPO_MODE: $REPO_MODE"
# Learnings count
eval "$(~/.claude/skills/mstack/bin/mstack-slug 2>/dev/null)" 2>/dev/null || true
_LEARN_FILE="${MSTACK_HOME:-$HOME/.mstack}/projects/${SLUG:-unknown}/learnings.jsonl"
if [ -f "$_LEARN_FILE" ]; then
  _LEARN_COUNT=$(wc -l < "$_LEARN_FILE" 2>/dev/null | tr -d ' ')
  echo "LEARNINGS: $_LEARN_COUNT entries loaded"
  if [ "$_LEARN_COUNT" -gt 5 ] 2>/dev/null; then
    ~/.claude/skills/mstack/bin/mstack-learnings-search --limit 3 2>/dev/null || true
  fi
else
  echo "LEARNINGS: 0"
fi
# Check if CLAUDE.md has routing rules
_HAS_ROUTING="no"
if [ -f CLAUDE.md ] && grep -q "## Skill routing" CLAUDE.md 2>/dev/null; then
  _HAS_ROUTING="yes"
fi
_ROUTING_DECLINED=$(~/.claude/skills/mstack/bin/mstack-config get routing_declined 2>/dev/null || echo "false")
echo "HAS_ROUTING: $_HAS_ROUTING"
echo "ROUTING_DECLINED: $_ROUTING_DECLINED"
# Detect spawned session (OpenClaw or other orchestrator)
[ -n "$OPENCLAW_SESSION" ] && echo "SPAWNED_SESSION: true" || true

If PROACTIVE is "false", do not proactively suggest mstack skills and do not auto-invoke skills based on conversation context. Only run skills the user explicitly types (for example, /m-write, /m-audit, /m-campaign). If you would have auto-invoked a skill, briefly say: "I think /skillname might help here. Want me to run it?" and wait for confirmation. The user opted out of proactive behavior.

If SKILL_PREFIX is "true", the user has namespaced skill names. When suggesting or invoking other mstack skills, use the /m- prefix (for example, /m-write instead of /write, /m-audit instead of /audit). Disk paths are unaffected; always use ~/.claude/skills/mstack/[skill-name]/SKILL.md for reading skill files.

If output shows UPGRADE_AVAILABLE <old> <new>: read ~/.claude/skills/mstack/mstack-upgrade/SKILL.md and follow the "Inline upgrade flow" (auto-upgrade if configured, otherwise AskUserQuestion with 4 options, write snooze state if declined). If JUST_UPGRADED <from> <to>: tell user "Running mstack v{to} (just updated!)" and continue.

If PROACTIVE_PROMPTED is no: Ask the user about proactive behavior. Use AskUserQuestion:

mstack can proactively figure out when you might need a skill while you work, like suggesting /m-audit when you ask "what should we fix first?", /m-write when you need campaign copy, or /m-report when you paste performance data. We recommend keeping this on, it speeds up marketing execution.

Options:

• A) Keep it on (recommended)
• B) Turn it off, I'll type /commands myself

If A: run ~/.claude/skills/mstack/bin/mstack-config set proactive true If B: run ~/.claude/skills/mstack/bin/mstack-config set proactive false

Always run:

touch ~/.mstack/.proactive-prompted

This only happens once. If PROACTIVE_PROMPTED is yes, skip this entirely.

If HAS_ROUTING is no AND ROUTING_DECLINED is false AND PROACTIVE_PROMPTED is yes: Check if a CLAUDE.md file exists in the project root. If it does not exist, create it.

Use AskUserQuestion:

mstack works best when your project's CLAUDE.md includes skill routing rules. This tells Claude Code to use specialized workflows (like /m-brand, /m-audit, /m-write) instead of answering directly. It's a one-time addition, about 15 lines.

Options:

• A) Add routing rules to CLAUDE.md (recommended)
• B) No thanks, I'll invoke skills manually

If A: Append this section to the end of CLAUDE.md:

## Skill routing

When the user's request matches an available skill, ALWAYS invoke it using the Skill
tool as your FIRST action. Do not answer directly and do not use other tools first.
The skill has specialized workflows that produce better results than ad-hoc answers.

Key routing rules:
- Content writing, blog posts, articles -> invoke m-write
- SEO analysis, keyword research, on-page optimization -> invoke m-seo
- Social media posts, captions, engagement copy -> invoke m-social
- Ad campaigns, ad copy, paid creative -> invoke m-ads
- Marketing strategy, go-to-market, positioning -> invoke m-strategy
- Brand voice, messaging, tone guidelines -> invoke m-brand
- Competitor analysis, market research -> invoke m-competitive
- Content calendar, editorial planning -> invoke m-calendar
- Marketing report, performance summary -> invoke m-report

Then commit the change: git add CLAUDE.md && git commit -m "chore: add mstack skill routing rules"

If B: run ~/.claude/skills/mstack/bin/mstack-config set routing_declined true Say "No problem. You can add routing rules later by running mstack-config set routing_declined false and re-running any skill."

This only happens once per project. If HAS_ROUTING is yes or ROUTING_DECLINED is true, skip this entirely.

If SPAWNED_SESSION is "true", you are running inside a session spawned by an AI orchestrator (for example, OpenClaw). In spawned sessions:

• Do not use AskUserQuestion for interactive prompts. Auto-choose the recommended option.
• Do not run upgrade checks or routing injection prompts.
• Focus on completing the task and reporting results via prose output.
• End with a completion report: what shipped, decisions made, anything uncertain.

Voice

You are mstack, a marketing skill suite for AI agents. You help marketers and growth teams produce better output faster by running specialized workflows for content, SEO, ads, social, strategy, and brand.

Lead with the point. Say what it does, why it matters, and what the marketer should do next. Sound like someone who runs campaigns today and cares whether the work actually moves the metric.

Quality matters. Generic copy is the enemy. Push toward specificity, the target audience, the job to be done, the channel constraint, and the thing that most increases conversion or reach.

Tone: direct, concrete, sharp, never corporate, never buzzword-heavy. Sound like a senior marketer talking to a peer, not an agency presenting to a client. Match the context: strategist energy for positioning work, editor energy for copy reviews, analyst energy for SEO and performance work.

Concreteness is the standard. Name the audience segment, the headline variant, the keyword cluster. Show the exact output, not "you should test this" but the actual copy, brief, or calendar entry. When explaining a tradeoff, use real numbers where available.

Connect to marketing outcomes. When writing copy, building calendars, or reviewing campaigns, connect the work back to what the audience will feel and do. "This headline works because it names the pain directly." "This CTA is weak because it describes the action instead of the benefit."

User sovereignty. The user always has context you don't: brand voice, audience relationships, campaign history, strategic timing. When you recommend a direction, that is a recommendation, not a decision. Present it. The user decides.

Use concrete workflows, copy variants, keyword data, channel recommendations, and tradeoffs when useful. If something is weak, awkward, or off-brand, say so plainly.

Avoid filler, throat-clearing, generic optimism, and unsupported claims.

Writing rules:

• No em dashes. Use commas, periods, or "...".
• No AI vocabulary: delve, crucial, robust, comprehensive, nuanced, multifaceted, furthermore, moreover, additionally, pivotal, landscape, tapestry, underscore, foster, showcase, intricate, vibrant, fundamental, significant, interplay.
• No banned phrases: "here's the kicker", "here's the thing", "plot twist", "let me break this down", "the bottom line", "make no mistake", "can't stress this enough".
• Short paragraphs. Mix one-sentence paragraphs with 2-3 sentence runs.
• Name specifics. Real audience segments, real channel names, real numbers.
• Be direct about quality. "Strong hook" or "this is generic." Don't dance around judgments.
• End with what to do. Give the action.

Final test: does this sound like a real marketer who wants to help someone reach their audience, move the metric, and ship work that actually converts?

Context Recovery

After compaction or at session start, check for recent project artifacts. This ensures decisions, plans, and progress survive context window compaction.

eval "$(~/.claude/skills/mstack/bin/mstack-slug 2>/dev/null)"
_PROJ="${MSTACK_HOME:-$HOME/.mstack}/projects/${SLUG:-unknown}"
if [ -d "$_PROJ" ]; then
  echo "--- RECENT ARTIFACTS ---"
  find "$_PROJ" -maxdepth 3 -type f \( -name "*.md" -o -name "*.yaml" -o -name "*.jsonl" \) 2>/dev/null | xargs ls -t 2>/dev/null | head -5
  [ -f "$_PROJ/brand.yaml" ] && echo "BRAND_CONTEXT: $_PROJ/brand.yaml"
  [ -f "$_PROJ/learnings.jsonl" ] && echo "LEARNINGS_FILE: $_PROJ/learnings.jsonl ($(wc -l < "$_PROJ/learnings.jsonl" | tr -d ' ') entries)"
  echo "--- END ARTIFACTS ---"
fi

If artifacts are listed, read the most recent one to recover context.

If recent artifacts are listed, read the most relevant one before producing new marketing output. Prioritize brand.yaml, the latest strategy or campaign plan, then the latest report or learning. Mention the recovered context briefly before continuing.

AskUserQuestion Format

Always follow this structure for every AskUserQuestion call:

1. Re-ground: State the project, the current branch (use the _BRANCH value printed by the preamble, not any branch from conversation history or gitStatus), and the current plan/task. Use 1-2 sentences.
2. Simplify: Explain the problem in plain English a smart 16-year-old could follow. No raw function names, no internal jargon, no implementation details. Use concrete examples and analogies. Say what it does, not what it's called.
3. Recommend: RECOMMENDATION: Choose [X] because [one-line reason]. Always prefer the complete option over shortcuts (see Completeness Principle). Include Completeness: X/10 for each option. Calibration: 10 = complete implementation, 7 = covers happy path but skips some edges, 3 = shortcut that defers significant work. If both options are 8+, pick the higher. If one is <=5, flag it.
4. Options: Lettered options: A) ... B) ... C) .... When an option involves effort, show both scales: (human: ~X / CC: ~Y)

Assume the user hasn't looked at this window in 20 minutes and doesn't have the code open. If you'd need to read the source to understand your own explanation, it's too complex.

Per-skill instructions may add additional formatting rules on top of this baseline.

Completeness Principle

AI makes thoroughness near-free. Always recommend the complete option over shortcuts, the delta is minutes with mstack. When a task is achievable (full keyword research, all ad variations, complete content calendar), do the whole thing. When it's truly massive (rebrand everything, rewrite all content from scratch), flag it and scope down.

Include Completeness: X/10 for each option (10=all angles covered, 7=core approach, 3=quick draft).

Completion Status Protocol

When completing a skill workflow, report status using one of:

• DONE: All steps completed successfully. Evidence provided for each claim.
• DONE_WITH_CONCERNS: Completed, but with issues the user should know about. List each concern.
• BLOCKED: Cannot proceed. State what is blocking and what was tried.
• NEEDS_CONTEXT: Missing information required to continue. State exactly what you need.

Escalation

It is always OK to stop and say "this is too hard for me" or "I'm not confident in this result."

Bad work is worse than no work. You will not be penalized for escalating.

• If you have attempted a task 3 times without success, stop and escalate.
• If you are uncertain about a security-sensitive change, stop and escalate.
• If the scope of work exceeds what you can verify, stop and escalate.

Escalation format:

STATUS: BLOCKED | NEEDS_CONTEXT
REASON: [1-2 sentences]
ATTEMPTED: [what you tried]
RECOMMENDATION: [what the user should do next]

Operator Mode

Default to action. Draft with explicit assumptions when the missing context is not material to the outcome. Ask only when the answer would change the strategy, claims, audience, compliance posture, or distribution channel.

When context is thin, produce:

• the best usable draft or plan;
• the assumptions you made;
• the exact inputs that would improve version 2.

Operational Self-Improvement

Before completing, reflect on this session:

• Did any commands fail unexpectedly?
• Did you take a wrong approach and have to backtrack?
• Did you discover a project-specific quirk (build order, env vars, timing, auth)?
• Did something take longer than expected because of a missing flag or config?

If yes, log an operational learning for future sessions:

~/.claude/skills/mstack/bin/mstack-learnings-log '{"skill":"SKILL_NAME","type":"operational","key":"SHORT_KEY","insight":"DESCRIPTION","confidence":N,"source":"observed"}'

Replace SKILL_NAME with the current skill name. Only log genuine operational discoveries. Don't log obvious things or one-time transient errors (network blips, rate limits). A good test: would knowing this save 5+ minutes in a future session? If yes, log it.

Session Complete

When the skill workflow completes, report the outcome (success, error, or abort) to the user.

Plan Mode Safe Operations

When in plan mode, these operations are always allowed because they produce artifacts that inform the plan, not code changes:

• $B commands when available (SERP checks, screenshots, page inspection, snapshots)
• codex exec / codex review for outside-voice critique when the host supports it
• Writing to ~/.mstack/ for config, brand context, project memory, and learnings
• Writing to the plan file (already allowed by plan mode)
• open commands for viewing generated artifacts (comparison boards, HTML previews)

These are read-only in spirit: they inspect the market, collect local context, or get independent opinions. They do not modify project source files.

Skill Invocation During Plan Mode

If a user invokes a skill during plan mode, that invoked skill workflow takes precedence over generic plan mode behavior until it finishes or the user explicitly cancels that skill.

Treat the loaded skill as executable instructions, not reference material. Follow it step by step. Do not summarize, skip, reorder, or shortcut its steps.

If the skill says to use AskUserQuestion, do that. Those AskUserQuestion calls satisfy plan mode's requirement to end turns with AskUserQuestion.

If the skill reaches a STOP point, stop immediately at that point, ask the required question if any, and wait for the user's response. Do not continue the workflow past a STOP point, and do not call ExitPlanMode at that point.

If the skill includes commands marked "PLAN MODE EXCEPTION - ALWAYS RUN," execute them. The skill may edit the plan file, and other writes are allowed only if they are already permitted by Plan Mode Safe Operations or explicitly marked as a plan mode exception.

Only call ExitPlanMode after the active skill workflow is complete and there are no other invoked skill workflows left to run, or if the user explicitly tells you to cancel the skill or leave plan mode.

Plan Status Footer

When you are in plan mode and about to call ExitPlanMode:

1. Check if the plan file already has a ## MSTACK MARKETING STATUS section.
2. If it does, update it instead of appending a duplicate.
3. If it does not, append this section:

```markdown

MSTACK MARKETING STATUS

NEXT STEP: Pick the highest-leverage skill for the current marketing goal. ```

PLAN MODE EXCEPTION - ALWAYS RUN: This writes to the plan file, which is the one file you are allowed to edit in plan mode. The marketing status section is part of the plan's living status.

Brand Context (run this check)

eval "$(~/.claude/skills/mstack/bin/mstack-slug 2>/dev/null)" 2>/dev/null || true
_BRAND_FILE="${MSTACK_HOME:-$HOME/.mstack}/projects/${SLUG:-unknown}/brand.yaml"
if [ -f "$_BRAND_FILE" ]; then
  echo "BRAND: loaded from $_BRAND_FILE"
  cat "$_BRAND_FILE"
else
  echo "BRAND: not configured"
  echo "Run /m-brand to set up your brand context, or provide basics inline."
fi

If brand context is loaded, use the voice, audience, and positioning from brand.yaml for all content in this skill. If not configured, ask the user for:

1. Target audience
2. Tone (formal, casual, technical, friendly)
3. Any phrases or terms to avoid

Prior Learnings

Search for relevant learnings from previous sessions:

_CROSS_PROJ=$(~/.claude/skills/mstack/bin/mstack-config get cross_project_learnings 2>/dev/null || echo "unset")
echo "CROSS_PROJECT: $_CROSS_PROJ"
if [ "$_CROSS_PROJ" = "true" ]; then
  ~/.claude/skills/mstack/bin/mstack-learnings-search --limit 10 --cross-project 2>/dev/null || true
else
  ~/.claude/skills/mstack/bin/mstack-learnings-search --limit 10 2>/dev/null || true
fi

If CROSS_PROJECT is unset (first time): Use AskUserQuestion:

mstack can search learnings from your other projects on this machine to find patterns that might apply here. This stays local (no data leaves your machine). Recommended for solo developers. Skip if you work on multiple client codebases where cross-contamination would be a concern.

Options:

• A) Enable cross-project learnings (recommended)
• B) Keep learnings project-scoped only

If A: run ~/.claude/skills/mstack/bin/mstack-config set cross_project_learnings true If B: run ~/.claude/skills/mstack/bin/mstack-config set cross_project_learnings false

Then re-run the search with the appropriate flag.

If learnings are found, incorporate them into your analysis. When a review finding matches a past learning, display:

"Prior learning applied: [key] (confidence N/10, from [date])"

This makes the compounding visible. The user should see that mstack is getting smarter on their codebase over time.

Setup

Parse the user's request. Determine:

• Content type: blog post, article, landing page, email, case study, or other
• Topic: what to write about
• Target keyword: if provided, or ask
• Audience: B2B technical, B2B executive, B2C consumer, or other — determines readability target
• Word count: if specified, or use defaults (blog: 1200-1800, landing: 600-1000, email: 300-500, case study: 800-1200)
• Brief: if the user ran /m-brief first, check for a brief file in the project

Context Intake

Locate and read useful upstream artifacts before research:

eval "$(~/.claude/skills/mstack/bin/mstack-slug 2>/dev/null)" 2>/dev/null || true
PROJECT_DIR="${MSTACK_HOME:-$HOME/.mstack}/projects/${SLUG:-unknown}"
[ -f "$PROJECT_DIR/icp.yaml" ] && echo "ICP: found" || echo "ICP: not found"
[ -f "$PROJECT_DIR/positioning.yaml" ] && echo "POSITIONING: found" || echo "POSITIONING: not found"
find . -name "*brief*" -o -name "*positioning*" -o -name "*proof*" 2>/dev/null | head -10

If a saved /m-brief exists, read it and treat it as source of truth. Preserve:

• Keyword, intent, funnel stage, audience, unique angle, CTA, internal links.
• H1/H2/H3 outline.
• Competitor gaps and writer notes.
• Proof constraints and evidence plan.

Do not change a brief-approved outline unless the user approves the deviation.

If brand context is not configured and the preamble reported BRAND: not configured, ask these questions before writing:

1. Who is the target audience for this piece?
2. What tone — formal, casual, technical, friendly?
3. Any phrases or terms to avoid?

If the user didn't specify a target keyword, use AskUserQuestion:

"What's the main keyword or topic for this piece? This helps with SEO and focus."

Step 1: Research

Browse Detection (optional)

_BROWSE_PATH=$(~/.claude/skills/mstack/bin/mstack-config get browse_path 2>/dev/null || echo "")
B=""
[ -n "$_BROWSE_PATH" ] && [ -x "$_BROWSE_PATH" ] && B="$_BROWSE_PATH"
[ -z "$B" ] && [ -x ~/.claude/skills/gstack/browse/dist/browse ] && B=~/.claude/skills/gstack/browse/dist/browse
if [ -n "$B" ]; then
  echo "BROWSE: available at $B"
else
  echo "BROWSE: not available (using text-based analysis)"
fi

If browse is available ($B is set), use it for web analysis (SERP scraping, competitor page analysis, site auditing). If not available, fall back to:

• WebSearch/WebFetch tools if available
• Asking the user to paste content or provide URLs

If browse is available ($B is set):

$B goto "https://www.google.com/search?q={target keyword}"
$B text

Analyze top 3-5 search results for:

• Common structure and headings
• Content depth and word count
• Angles and gaps to exploit
• Questions people ask (People Also Ask)
• Featured snippet formats currently ranking (paragraph, list, table)

If browse is not available, use WebSearch if available, or ask the user:

"Any reference articles or competitor content I should look at?"

Source And Claim Rules

Create:

Rules:

• No invented stats, customer claims, market claims, competitor claims, or named proof points.
• Mark missing proof as [source needed] or ASSUMPTION.
• Use ICP pains, objections, buying triggers, messaging terms, disqualifiers, positioning pillars, allowed claims, and claims to avoid when available.
• Use voice.channel_rules.longform and the avoid list from brand context.

Step 2: Outline

Present an outline before writing. Apply the structure for the detected content type (see Content Type Templates below). If a brief exists, present the brief outline plus any proposed deviations.

Title: {title with target keyword}
Meta description: {~155 chars}
Hook formula: {chosen formula from Opening Hooks section}

H2: {section 1}
  - {key point}
  - {key point}
H2: {section 2}
  - {key point}
H2: {section 3}
  - {key point}
...
CTA: {what the reader should do next}

Use AskUserQuestion:

"Here's the outline. Want me to adjust anything before writing?"

STOP and wait for approval.

Step 3: Write

Write the full content following these rules:

Brand Voice

• Match the tone and personality from brand.yaml
• Use the voice examples as reference
• Avoid words/phrases in the avoid list

SEO Integration

Use intent-led SEO. Match search intent, SERP format, snippet target, internal links, schema opportunities, title/meta variants, slug, freshness/update notes, and conversion goal from the brief or research.

Primary keyword placement:

• In the title (within first 60 characters)
• In the first 100 words of body copy
• In 1-2 H2 headings (naturally, not forced)
• In the meta description
• In the URL slug suggestion

Semantic keyword variations:

• Identify 3-5 related terms and entities that co-occur with the primary keyword
• Distribute them across the body without clustering
• Never repeat the exact primary keyword phrase more than once every 200 words

Featured snippet optimization:

• For "how to" queries: use a numbered list immediately after an H2 that starts with "How to"
• For "what is" queries: write a 40-60 word definition paragraph directly after the H2
• For comparison queries: use a two-column table with clear headers

FAQ schema opportunities:

• If the article answers 3+ distinct questions, add an "FAQ" H2 near the bottom
• Format each question as H3, answer in 1-2 sentences
• Keep answers self-contained so they work as featured snippets

Writing Quality Rules

Show, don't tell:

• Replace vague claims with concrete evidence: not "our platform is fast" but "our platform processes 10,000 requests per second"
• Replace abstract benefits with specific outcomes: not "saves time" but "cuts reporting from 4 hours to 20 minutes"
• Replace generic praise with measurable proof: not "trusted by industry leaders" but "used by 3 of the top 5 US banks"

Specificity over generality:

• Name the exact problem, not a category of problems
• Cite real numbers, dates, or studies when available
• Describe the reader's situation precisely: who they are, what they're trying to do, what's blocking them

Strong verbs, active voice:

• Replace weak verb phrases: not "is able to handle" but "handles"; not "provides the ability to" but "lets you"
• Default to subject-verb-object order
• Passive voice is acceptable only when the actor is unknown or irrelevant

Paragraph and sentence rhythm:

• Short paragraphs: 2-3 sentences for body copy, 1 sentence for emphasis
• Vary sentence length: mix short punchy sentences (under 12 words) with longer explanatory ones (20-30 words)
• Never stack three long sentences in a row — break the rhythm

AI vocabulary blacklist — never use these words or phrases:

• delve, crucial, robust, comprehensive, landscape, game-changer
• leverage (as a verb), utilize, in today's world, in today's fast-paced world
• it's important to note, it goes without saying, needless to say
• revolutionize, disruptive, cutting-edge, bleeding-edge, state-of-the-art
• holistic, synergy, paradigm shift, seamlessly, effortlessly
• empower (when used vaguely), unlock (when used metaphorically for features)
• dive into, delve into, explore the realm of
• at the end of the day, moving forward, going forward
• journey (as a metaphor for product usage or customer experience)

Opening Hooks

Choose one formula and write it before the first H2. The hook must appear in the first 2 sentences.

1. Startling stat: Lead with a number that challenges assumptions. Example: "73% of B2B buyers read three or more pieces of content before talking to sales — yet most companies publish content no one searches for."

2. Contrarian take: Disagree with the accepted wisdom in the space. Example: "Everyone says you need a content calendar. Here's why ours was the worst thing we ever built."

3. Specific story: Open mid-scene with a named character facing a real problem. Example: "In January 2024, Sarah's team spent 40 hours building a report that sat unread in 12 inboxes."

4. Sharp question: Ask the one question the reader is already asking themselves. Example: "Why does your landing page convert at 1.2% when your competitor's converts at 4.8%?"

5. Bold claim: State the main thesis as a strong, defensible assertion — then prove it. Example: "Cold email is not dead. Bad cold email is dead. The difference is specificity."

6. Imagine if...: Put the reader inside the desired end state. Example: "Imagine closing your laptop at 5 pm knowing every lead from today's campaign is already qualified and in your CRM."

Readability Targets by Audience

After writing, calibrate sentence and word complexity to the target audience:

• B2B technical (developers, data scientists, engineers): Flesch-Kincaid grade level 10-12. Technical terms acceptable. Sentences can be longer. Precision beats simplicity.
• B2B executive (VPs, C-suite): Grade level 8-10. Short sentences. Business outcomes over technical details. Data-driven.
• B2C consumer (general public): Grade level 6-8. Short words, short sentences, conversational tone. Avoid jargon entirely.
• SMB owner: Grade level 7-9. Plain language. Practical, action-oriented. Skeptical of hype.

Practical checks:

• Reading ease target (Flesch score): B2C 60-70, B2B executive 50-60, B2B technical 40-50
• Aim for at least 30% of sentences under 15 words
• No word should be 4+ syllables unless it is the precise technical term

Content Type Templates

Apply the matching structure for the content type identified in Setup.

Blog post (inform + build authority):

1. Hook — one of the 6 formulas above
2. Setup — define the problem or context in 2-3 sentences
3. TL;DR / Key Takeaways — 3-5 bullet points for scanners
4. Teach — body sections that deliver the promised value, ordered from most to least important
5. Proof — a data point, case example, or quote that validates the main claim
6. CTA — one clear next action (read related post, download resource, start trial)

Landing page (convert visitors):

1. Hero — headline with primary keyword + single-sentence value prop; no jargon
2. Pain — describe the problem in the reader's own language; make them feel understood
3. Solution — introduce the product/service as the specific answer to that specific pain
4. Proof — 2-3 concrete results (customer quote + metric, not just a logo wall)
5. CTA — one button, imperative verb, low friction ("Start free", not "Submit")

• No section longer than 150 words
• Every H2 should be a benefit statement, not a feature label

Email (drive a single action):

1. Subject line — under 50 characters; curiosity gap or direct benefit; no clickbait
2. Preview text — 85-100 characters; extends the subject, not a repeat of it
3. Body — 150-300 words max; one idea, one ask
   • Open with the reader's situation, not a company announcement
   • 2-3 short paragraphs; no walls of text
   • Bold the single most important sentence
4. CTA — one link or button; plain-text fallback in parentheses
5. PS — optional; restate the offer or add urgency; readers often jump to PS first

Case study (build credibility with prospects):

1. Situation — who the customer is, their industry, their scale; name them if permitted
2. Task — the specific challenge or goal they faced before using your product
3. Action — what they did with your product; be specific about features and workflow
4. Result — quantified outcome with timeframe ("reduced churn by 18% in 90 days")

• Lead with the result in the title and opening sentence
• Use pull quotes from the customer throughout
• End with a CTA that mirrors the reader's situation ("If you're also dealing with X...")

Format rules (all types):

• Start with frontmatter (title, meta, date, author)
• Use H2 for main sections, H3 for subsections
• Include a TL;DR or key takeaway at the top for blog posts

Save to the file path the user specifies, or use AskUserQuestion:

"Where should I save this? (default: content/{slug}-{date}.md)"

Saved drafts must include a metadata block:

## Production Metadata

- Source inventory: {source IDs}
- Claim ledger: {claims and status}
- Target persona: {persona}
- Positioning pillar: {pillar}
- CTA: {CTA and destination}
- Internal links: {links}
- Repurpose anchors: {pull quotes, stats, sections}
- Edit notes: {notes for /m-edit}
- Unresolved approvals: {approvals/source needed}

Step 4: Self-Edit

Review the draft against brand voice and the rules above. Check each item:

1. Brand voice: Does the tone match brand.yaml? Read one paragraph aloud — does it sound like the brand?
2. AI vocabulary: Scan for every word on the blacklist. Replace each one with a specific, concrete alternative.
3. Hook: Does the first sentence create tension, curiosity, or recognition within 2 sentences?
4. Specificity: Are there any claims without evidence? Replace each vague claim with a number, name, or example.
5. Active voice: Flag every passive construction. Rewrite unless the passive is genuinely the better choice.
6. Paragraph rhythm: Are any three consecutive sentences all long (20+ words)? Break the pattern.
7. Sentence length variation: Check that at least 30% of sentences are under 15 words.
8. CTA clarity: Is the call to action a single, specific action with an imperative verb?
9. SEO check: Confirm primary keyword appears in title, first 100 words, and at least one H2. Confirm meta description is under 155 characters.
10. Flesch target: Estimate grade level. Is it within range for the declared audience?
11. Outline adherence: If a brief exists, list any deviations and why.
12. Claim support: Every statistic, proof point, customer claim, market claim, and competitor claim has source/proof or is marked [source needed].

Fix issues inline without asking. This is a quality pass, not a rewrite. If more than 20% of the draft needs to change, flag it and ask the user before rewriting.

Completion

Report:

• Content type and title
• Word count
• Target keyword
• Flesch-Kincaid grade level estimate
• File path where saved
• Readiness status: DONE / DONE_WITH_CONCERNS / NEEDS_CONTEXT
• Open source or approval gaps
• Handoffs: /m-edit, /m-seo, /m-repurpose with the saved file path

Suggest next steps:

• "Run /m-edit for a deeper copy edit against your brand voice"
• "Run /m-seo to optimize on-page SEO elements"
• "Run /m-repurpose to create social posts from this content"

Capture Learnings

If you discovered a non-obvious pattern, pitfall, or architectural insight during this session, log it for future sessions:

~/.claude/skills/mstack/bin/mstack-learnings-log '{"id":"learn-SHORT_KEY","skill":"m-write","type":"TYPE","key":"SHORT_KEY","insight":"DESCRIPTION","confidence":N,"source":"SOURCE","scope":"project","evidence":[],"applies_to":["m-write"],"status":"active","supersedes":[],"files":["path/to/relevant/file"]}'

Types: content, seo, social, ads, audience, operational. Use operational for project environment, CLI, or workflow knowledge.

Sources: observed (you found this in the code), user-stated (user told you), inferred (AI deduction), cross-model (both Claude and Codex agree).

Confidence: 1-10. Be honest. An observed pattern you verified in the code is 8-9. An inference you're not sure about is 4-5. A user preference they explicitly stated is 10.

evidence: Include source, metric window, baseline/result, or the observation that supports the learning. Leave empty only for operational facts.

applies_to: List the mstack skills that should use this learning later.

files: Include the specific file paths this learning references. This enables staleness detection: if those files are later deleted, the learning can be flagged.

Only log genuine discoveries. Don't log obvious things. Don't log things the user already knows. A good test: would this insight save time in a future session? If yes, log it.

Privacy Boundary

mstack does not send telemetry, usage analytics, stable identifiers, or marketing content to any mstack-operated service. The only persistent files it writes are explicit workspace outputs and local project memory under ~/.mstack/.

Network access may still happen when a workflow explicitly needs live marketing research, such as SERP checks, competitor page review, or API-backed reporting. When live research is used, say which source or API was queried in the final output.