Post Writer

⚠️ ROLE CHANGE IN THIS PROJECT: the one who WRITES is Blotato, not Claude. Claude does NOT write the copy. This skill builds the instructions and asks Blotato to generate the text (via source-resolutions-v3 / python scripts/blotato.py write). All the methodology below (11 hook patterns, CTA rules, voice rules, per-platform constraints) is NOT what Claude writes: it's what Claude instructs Blotato to do.

Flow:

1. You receive [topic] [plataforma]. Read brand-brief.md (language + wedge) + _base/ (voice, hooks, platform-specs). The brief lives at the root of the repo. If the platform is LinkedIn, also load _base/linkedin-craft.md and include its rules (mobile-first format, "hidden text", rhythm hacks, 8-step storytelling) in the instructions to Blotato.
2. Build the instruction block for Blotato, including: the brand's language, platform + its length/constraints, "hook-first" and which hook pattern to use (from viral-hooks), the brand's voice + wedge, the CTA type the platform rewards, and the voice rules (_base/voice.md: no em dashes, no banned words, correct hashtags).
3. Call Blotato to write:

   python scripts/blotato.py write --brief "<topic + angle>" --instructions "<the step-2 block>"

   (or the MCP equivalent blotato_create_source if more convenient — see _base/transport.md). Use --research if it's worth having Blotato research the web first.
4. Take the content Blotato returned and pass it to post-grader.
5. If the grader scores < 8, do NOT rewrite it yourself: fix the instructions (stronger hook, more specific, etc.) and call write again. Loop until 8+.
6. Save the approved copy in posts/YYYY-MM-DD-<slug>-<platform>.md. If it carries a visual, indicate which template for visual-producer.

The rest of the document describes the methodology that goes INSIDE the instructions to Blotato.

You take an idea and a platform, and return a finished post: hook, body, CTA. The output is graded and improved before the user sees it. They get a polished draft, not a first draft.

When to Activate

• "Write me a [platform] post about [topic]"
• "Draft an Instagram caption for [idea]"
• User has both a topic AND a platform in mind.

If the topic is missing, ask. If the platform is missing, ask. Don't fill in defaults.

Workflow

Step 1: Load context

1. Look for brand-brief.md in the current directory. If missing, automatically invoke the brand-brief skill to capture it now. Don't tell the user to "run brand-brief first" — just walk them through the brief, save it, then continue.
2. Read the brief once it exists. Pay special attention to the Strong Opinion / Wedge section — that's the viral fuel for contrarian-take and "most people think X" hooks.
3. Confirm the topic and platform with the user if either is unclear.

Step 2: Pick a hook pattern

The hook is 50% of the post-grader score. If the hook is weak, the post can't recover. Pick a pattern that fits the topic AND the user's wedge from brand-brief.md.

Choose ONE of these proven patterns. These are public templates from top short-form creators.

1. The Reframe (one-liner flip)

Common belief, flipped in one sentence. Example: "Your 9-5 isn't killing your dreams. Wasting your 5-9 is."

2. The Parallel Contrast

[Group A] does X. [Group B] does Y. Example: "Rich people buy time. Poor people buy stuff."

3. The Specific Number Hook

Lead with a concrete, surprising number. Example: "I tested 47 candle scents. Only 3 sold."

4. The Question Hook

Open with a question that makes the reader stop and answer. Example: "What's the one thing you'd quit if you weren't scared?"

5. The Vulnerable Story Hook

Drop the persona. Lead with a real moment. Example: "I almost shut down my shop in March. Here's what saved it."

6. The Contrarian Take

State the unpopular position. Example: "Most marketing advice is wrong for businesses under $10k/month."

7. The Pain Point List

Stack 2-3 specific pains the reader recognizes. Example: "You spend hours writing posts. Nobody comments. You wonder if it's worth it."

8. The Behind-the-Scenes Hook

"Here's what nobody tells you about [thing]." Example: "Here's what nobody tells you about handmade businesses."

9. The Receipts Hook (high-virality, credibility-driven)

"I [did specific thing] for [time period]. Here's what happened." Or: "I tested [N] [things]. Only [smaller N] worked." Example: "I tested 47 candle scents. Only 3 sold." Example: "I posted on Instagram every day for 90 days. Engagement dropped 60%." Why it works: specific numbers + earned right to speak + curiosity gap (what happened?).

10. The "Most People" Reverse Hook (high-virality, polarizing)

"Most people think [common belief]. Here's why they're wrong." Or: "[Audience] keeps telling me [X]. They're missing the point." Example: "Most candle makers think scent is the product. The product is calm." Example: "Every coach tells you to find your niche. Find your enemy first." Why it works: forces the reader to pick a side. Polarity drives comments. Pull the wedge from brand-brief.md.

11. The Stolen Lesson Hook (high-virality, tactical)

"I copied [specific thing]. Here's what happened." Or: "[Famous person/brand] does [specific thing]. I tried it. Result: [outcome]." Example: "I copied Apple's product page format. Sales went up 23%." Example: "Hormozi gives away his entire course for free. I copied that. My email list 4x'd." Why it works: borrowed credibility + tested-by-me proof + the reader can copy it too.

Pattern picking guide:

• Customer story → Vulnerable Story Hook (#5)
• Strong opinion / wedge → Reverse Hook (#10) or Reframe (#1)
• Numbers / data / case study → Receipts Hook (#9) or Specific Number Hook (#3)
• Industry critique → Reframe (#1), Contrarian Take (#6), or Reverse Hook (#10)
• Tip / how-to → Stolen Lesson Hook (#11) or Pain Point List (#7)
• Recognition / "you do this" → Pain Point List (#7) or Vulnerable Story (#5)

When in doubt, prefer #9, #10, or #11 — they have the highest virality ceiling.

Step 2.5: Iterate on the hook (CRITICAL)

Because hook = 50% of the score, write the hook FIRST and rewrite it 3-5 times before touching the body.

1. Draft 3 hook variations using different patterns from above.
2. Read each one out loud. Would you stop scrolling for it?
3. Apply the first 3-words test: do the first 3 words alone create curiosity, surprise, or emotional pull? "Here's what I" — fail. "I tested 47" — pass. "Most people think" — pass.
4. Pick the strongest variation. Refine it until every word earns its place. Cut filler ("really," "actually," "just," "the truth is").
5. The final hook should pass these checks:
   • Specific number, name, or moment in it (not abstract)
   • Creates a question the reader needs answered
   • Could stand alone as a tweet
   • Doesn't sound like AI

Don't proceed to the body until the hook is genuinely strong. A weak hook = wasted body.

Step 3: Draft the body

Body rules (apply ALL):

• Length: Match platform constraints (see Platform Constraints below).
• Specificity: Use real numbers, real names, real situations. Not "many customers" — "the customer who emailed me Tuesday."
• One idea: One concrete insight per post. If it's two ideas, save the second for another post.
• You/your: Address the reader directly. Not "people who run small businesses" — "you, running your business."
• Active voice, short sentences: Mix in 1-2 short sentences for rhythm.
• No filler: Cut "in today's world," "let me tell you," "the truth is."
• LinkedIn only — apply _base/linkedin-craft.md: 1–3 line paragraphs with white space, the "hidden text" trick (strong hook, then 2–3 blank lines, then body to force the "see more"), at least one rhythm hack (rule of 3 / sentence ladder / numbered list / anaphora), and the 8-step story structure when the angle is narrative. Functional emojis only (✅/❌), in moderation.

Step 4: Add the CTA

One CTA per post. Not three. Pull from brand-brief.md (the "Primary CTA" field), but adapt to what the platform's algorithm rewards (see Step 4.5 below).

Share-driving CTAs (strongest — they trigger the metric algorithms reward most):

• "Tag someone who needs to hear this." (drives shares + tags)
• "Save this for [specific moment they'll need it]." (drives saves)
• "Send this to one person who [specific trait]." (drives DMs)
• "Screenshot this and put it on your wall." (drives saves + shares)

Comment-driving CTAs (great for LinkedIn, Twitter, Threads):

• "What's the [specific thing] you'd add to this list?"
• "Is this you, or am I overthinking it?"
• "Tell me I'm wrong." (polarizing, drives comments)
• A polarizing question that forces the reader to pick a side

DM-driving CTAs (great for Instagram, Facebook lead gen):

• "Comment '[KEYWORD]' and I'll send you [specific resource]."
• "DM me '[KEYWORD]' if you want my [thing]."
• These trigger DM automations and grow lists.

Weak CTAs to avoid:

• "What do you think?" (too vague — produces nothing)
• "Like and share!" (begging, algorithm penalizes)
• "Click the link in bio" (only works with strong reason)
• "Let me know in the comments" (passive, no specificity)

Step 4.5: Match the CTA to the platform's algorithm

Each platform rewards a different metric. Pick the CTA that drives THAT metric.

Step 5: Apply universal voice rules

Run this checklist before passing to grader:

• Contractions used (don't, you've, it's, won't)
• Zero em dashes
• Numbers written as digits ("5 tips" not "five tips")
• Active voice throughout
• No "really," "very," "just," "literally," "actually," "basically" — these are filler
• No metaphors that aren't earning their keep
• Reads like a real person, not a content template

Step 6: Auto-invoke post-grader

Run the post-grader skill on your draft. Get the score and fix recommendations. Apply them. Re-grade if needed. Do not return a post scoring below 8/10. Loop until it scores 8+.

Step 7: Return the final post

**Platform**: [platform]
**Hook pattern used**: [name]
**Quality score**: [X/10]

---
[Final post text]
---

**Why this works**: [1 sentence on what makes it strong]

If the user is in a content-coach flow, hand off to scheduling. If they invoked you directly, ask if they want to schedule via post-scheduler or just take the text.

Platform Constraints (essentials)

• Twitter/X: 280 chars max. Sweet spot 60-100 chars. No hashtags. No links in body.
• Threads: 500 chars max. No hashtags.
• Bluesky: 300 chars max. No hashtags.
• LinkedIn: Hook in first 2 lines (~140 chars before "See more"). Sweet spot 1,200-1,500 chars. No external links in body. 3-5 hashtags optional at end.
• Instagram: Hook in first 125 chars. Requires media. 3-5 niche hashtags at end. One CTA.
• Facebook: 40-80 chars optimal. No hashtags. No engagement bait ("comment YES").
• TikTok caption: Under 150 chars for most posts. 5 hashtags max. Keyword in first 30 chars.

When a post is for multiple platforms, write the longer-platform version, then ask if they want a shortened version for stricter platforms (Twitter/Bluesky).

What NOT to Do

• Don't return a post that scores below 8/10. Loop on the grader until it's there.
• Don't pile on hashtags where they hurt (Twitter, LinkedIn, Facebook).
• Don't write 3 versions and ask the user to pick. Pick one. They can ask for an alternative if they want one.
• Don't include the hook pattern name or grading details in the post itself. Those are for the meta-output, not the actual caption.