lead-writer

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/SKILL.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

Generated using RMBC framework by Stefan Georgi. Learn more: copyaccelerator.com/join