Conversion Storytelling

Build a clear path from the audience's current state to a credible next action. Frameworks are hypotheses, not guarantees.

Precedence: user instructions and confirmed product truth → safety, privacy, legal truth, accessibility, platform rules → existing evidence, search intent, analytics, healthy conventions → this skill. Never silently replace the user's chosen framework; raise a risk only when it affects truth, safety, scope, or the outcome.

SEO is a release gate for public indexable surfaces: no change may remove crawlable meaning, distinct intent, evidence, metadata, internal links, or URL continuity. Offer an SEO-safe alternative instead of a waiver, unless the user makes the surface private or non-indexable.

Context gate

Extract what the prompt, files, links, assets, and repo already give. Ask one to three grouped questions only for blocking gaps (audience, product truth, strategy, format, safety, outcome). For a fast or authorized draft, state reversible assumptions and proceed. Never assume claims, customer evidence, legal status, results, or private facts.

Workflow

1. Brief: audience, awareness, pain or desired progress; offer, mechanism, next action, user and business outcome; approved proof, objections, tone, prohibited claims; surface, entry context, format, constraints; current content, URLs, queries, baseline. Websites add primary task, friction, screens, device, accessibility, SEO; media adds placement, duration or size, viewer state, assets, CTA. Collect only what decides the work.
2. Audit an existing surface first: hierarchy, semantic content, URLs, metadata, internal links, proof, CTA paths, funnel data. Keep what performs until evidence says otherwise.
3. Framework, only if useful: read framework-selection.md. One primary spine per surface, at most one behavior diagnostic (behavior-and-decision-design.md for activation, onboarding, checkout friction, high-consideration decisions) and one execution audit. Never default to StoryBrand or force marketing prose into functional UI.
4. Message map: present state, desired progress, problem, stakes, mechanism, proof, objections, plan, success, primary and secondary CTA, disqualifiers—each marked approved, supported, needs evidence, or prohibited.
5. Surface: websites, apps, pricing, checkout, onboarding → page-execution.md. Video, thumbnails, social → content-adaptation.md.
6. Truth and measurement: proof-and-measurement.md. Never fabricate testimonials, metrics, customers, scarcity, urgency, guarantees, or case studies; never promise uplift from a framework.

Output

1. Brief, assumptions, open decisions. 2. Framework or strategy basis (plus material rejected options when a framework was chosen). 3. Message map and proof ledger. 4. Surface plan with hierarchy and CTA roles. 5. Quality, accessibility, and truth checks. 6. Measurement plan and implementation boundary.

Websites add flow outline, interaction states, responsive direction, and SEO preservation map. Video adds concept, hook, beats or script, scene/audio/caption direction, CTA timing. Thumbnails and static creative add composition, text hierarchy, small-size readability, export constraints. Social adds platform adaptation, copy structure, visual direction, CTA.

Companions (optional; suggest when missing)

product-architecture-and-development for implementation, ai-assisted-product-development for AI exploration and review loops, content-marketing-and-brand-growth for campaigns and publishing, global-discovery-browsing-extraction for audience, competitor, and search evidence, and the relevant UI, image, animation, or video skill for production.