[ COPY & CONTENT ]

/newsletter

Write high-converting email newsletters and campaigns using the Email Hero Blueprint method (Rob & Kennedy / Email Marketing Heroes).

Download the skill file (.md)

/newsletter

The Email Hero Blueprint writing engine. This is the deep email skill: it applies Rob & Kennedy's actual method (Story-Lesson-Offer, the 13 subject-line ingredients, the Super Signature, stages of awareness, the 47-campaign library) from the knowledge base at .claude/context/email-hero-blueprint/. For a quick principle-based email use /copywrite email; for newsletters that should be "on another level," use this.

Modes: broadcast (default) | welcome | campaign | subject-lines | signature

The method lives in .claude/context/email-hero-blueprint/. Always start from 00-START-HERE.md. Never paste swipe copy verbatim into a client send — adapt voice, language, and specifics. The course is licensed for use, not for republishing.

Triggers

• /newsletter broadcast "ACME Agency" --lang hr --goal sell --product "All-on-4 implantati" — one SLO newsletter
• /newsletter welcome "ACME Agency" --lang hr — a 4-email Getting-To-Know-You welcome sequence
• /newsletter campaign "ACME Agency" --campaign "flash sale" --lang hr — pick + adapt a campaign template
• /newsletter subject-lines --lang hr (paste an existing email) — 3 subject-line options + pACME Agencyw text
• /newsletter signature "ACME Agency" --lang hr — build a Super Signature block
• If mode, client, or language is unclear, ask ONCE. Do not guess the client.

Phase 0 — Context Load (always run first)

0.1 — Parse inputs

Extract mode (default broadcast), client, --lang, --goal, --product, --awareness, --campaign, --story, --variants (default 1), --no-slack.

0.2 — Client context (use the 3-step client lookup)

• Read ACME Agency/clients/clients.json → slack_channel, drive_folder_id. (ACME Agency → ACME Agency/CLAUDE.md; IA Outreach → ia-outreach/CLAUDE.md + client folder.)
• Read ACME Agency/clients/<Client>/CLIENT.md → business, audience, products/services, USPs, proof, pricing, conversion goal, tone.
• Read ACME Agency/clients/<Client>/brand-dna.md if present → voice, language, tone.
• Default language from the client; HR/BS for most Paradox clients, DE for ACME Agency (formal "Sie"), EN for IA Outreach.

0.3 — Avoid repetition

• If the client has prior newsletter files (ACME Agency/clients/<Client>/newsletter_*.md or copy_email_*.md, or ACME Agency/newsletter/issue-*.md for the in-house list), skim them. Do NOT reuse a story or angle already sent.

0.4 — Offer + Super Signature inputs

• Identify the primary offer/CTA for THIS email (from --product/--goal + CLIENT.md).
• Gather 2-4 standing offers for the Super Signature, ordered low→high commitment (free lead magnet → low-ticket → core offer → call/high-ticket). If unknown, infer from CLIENT.md and flag for confirmation.

0.5 — Awareness + story sourcing (the two EHB judgment calls)

• Awareness: set the stage (--awareness, else infer from --goal: nurture→problem/solution-aware; sell→product-aware; reengage→most-aware lapsed). This picks the angle (see <id>.md).
• Story (broadcast/welcome): EHB emails are story-led and must feel authentic.
• If --story is given, use it.
• Else ASK the user for a real recent anecdote or a topic ("least boring thing that happened this week" works).
• If the user can't supply one, generate a story scaffold (a relatable, plausible everyday scene) and clearly flag it as [ILLUSTRATIVE STORY — confirm or replace with a real one]. Never present an invented personal anecdote as fact without this flag.

Phase 1 — Load the method (pick the right KB docs for the mode)

Always read .claude/context/email-hero-blueprint/00-START-HERE.md first. Then, by mode:

You (the skill, main session) read these to build the brief. The copywriter agent will also receive the key ones as reference_files.

Phase 2 — Draft (delegate to the copywriter agent with EHB references)

Invoke the copywriter subagent via the Task tool (subagent_type: "copywriter"). Pass:

client: <client | "n/a">
business: ACME Agency | ACME Agency | ia-outreach
platform: newsletter
language: <hr | bs | de | en>
brief: |
  MODE: <broadcast|welcome|campaign|...>
  METHOD: Email Hero Blueprint (Rob & Kennedy). Follow the SLO structure (Story → Lesson → Offer).
  GOAL: <nurture|sell|launch|reengage>
  AUDIENCE: <from CLIENT.md, in the audience's own words where possible>
  AWARENESS STAGE: <stage> → angle: <the angle that fits per <id>.md>
  STORY: <the real anecdote/topic, OR the flagged illustrative scaffold>
  OFFER (this email): <the one ask + link target>
  SUPER SIGNATURE OFFERS (low→high): <2-4 offers>
  BANNED ANGLES/STORIES (already sent): <list>
  STRUCTURE: Start mid-scene (delete the warm-up). Short paragraphs (1-2 sentences). ~175 words for a daily-style broadcast (longer only if warranted). One clear linked CTA, no apology. Append the Super Signature. Body FIRST, subject lines LAST.
  OUTPUT: <1 email | N-email sequence with per-email purpose> + 3 subject lines (different ingredients) + pACME Agencyw text (extends, not repeats, the subject) + the Super Signature block.
constraints: <char/voice constraints from CLIENT.md; language anti-AI rules; deliverability rules from <id>.md — esp. <800 words, mostly text, clear opt-out, no spammy words>
reference_files:
  - .claude/context/email-hero-blueprint/00-START-HERE.md
  - .claude/context/email-hero-blueprint/<id>.md
  - .claude/context/email-hero-blueprint/03-subject-lines.md
  - .claude/context/email-hero-blueprint/05-super-signature.md
  - <+ the mode-specific docs from Phase 1, and the chosen campaigns/<file>.md for campaign mode>
  - <CLIENT.md and brand-dna.md if they exist>
variants: <1 by default; 2 if --variants 2 — produces A/B body options>

The agent runs its self-test loop (anti-AI tests in copywriter.tests.md, naturalness ≥ 8/10) and returns the email(s), subject lines, and notes.

Do NOT write the copy yourself. If the output misses the SLO structure, is too long, buries the offer, or sounds translated, re-invoke with specific feedback. Don't hand-edit.

Phase 2.5 — QA gate (before delivery)

Check the draft against:

• SLO present: story → lesson → offer, in that flow (or the chosen campaign's structure).
• Value:offer ratio ≥ 2:1, one clear ask, linked, no apology.
• Opening starts mid-scene (no warm-up paragraph). Short paragraphs.
• Subject lines: 3, each a different ingredient (03-subject-lines.md); none ALL-CAPS; no spam-trigger words from the deliverability checklist; written AFTER the body.
• Super Signature appended, offers ordered low→high, clean opt-out implied.
• Deliverability checklist (<id>.md): under ~800 words, more text than code/images, no bit.ly, no spammy hyperbole, From-name = person // brand.
• Language anti-AI rules (root CLAUDE.md): HR/BS no em-dashes, no 2-word fragments, no literal English idioms; DE formal "Sie".
• Story authenticity: if illustrative, the [ILLUSTRATIVE STORY — confirm] flag is present.

If any check fails, send specific feedback to the copywriter agent and re-run.

Phase 3 — Output & Delivery

3.1 — Save locally

• Paradox client: ACME Agency/clients/<Client>/newsletter_<mode>_<YYYY-MM-DD>.md
• In-house Paradox list: ACME Agency/newsletter/issue-<NN>.md (next number)
• ACME Agency: ACME Agency/newsletter_<mode>_<YYYY-MM-DD>.md
• IA Outreach: ia-outreach/clients/<Client>/newsletter_<mode>_<YYYY-MM-DD>.md

3.2 — Google Doc

Create a formatted Google Doc in the client's Drive Copywriting subfolder using createFormattedDoc + findOrCreateFolder from ACME Agency/scripts/lib/google_docs.mjs (same pattern as /copywrite Step 3.2). Title: Newsletter — <Client> — <mode> — <YYYY-MM-DD>. Sections: the subject-line options, pACME Agencyw text, the full email body (each paragraph a separate body block), the Super Signature, and a Notes block (awareness, story type, offer, ingredients used). Output the link immediately.

3.3 — Slack (unless --no-slack)

Deliver via the slack-reporter subagent (subagent_type: "slack-reporter"). Channel = getClientChannel(<Client>) (in-house list → #your-channel). Headline *Newsletter — <Client> — <mode> — <YYYY-MM-DD>*. Sections: the 3 subject lines, the first ~3 lines of the body, and an Info block (mode, language, awareness, offer, iterations + naturalness). Link the Google Doc. Match the channel's language. Never call postMessage() directly.

3.4 — Iterate

Ask: "Want a different story, a tighter/looser length, a different angle, or A/B subject-line testing? Which subject line do you prefer?"

Mode notes

• broadcast — the default and most common. One SLO email. This IS the "reinvented newsletter": long-term nurture that sells in every send. Use <id>.md as the spine.
• welcome — the 4-email Getting-To-Know-You sequence (sent ~10 min, +24h, +48h, +72h). Highest-engagement window; set expectations, use the "page turner" (tease tomorrow's email), make the first soft sale. Build from 10-welcome-sequence.md + the 000 swipe file.
• campaign — for a promo/sequence, not a one-off. Use the routing table in 13-campaign-library.md to pick the best-fit named campaign for the user's goal, open its campaigns/<file>.md, and adapt the full sequence (every email: purpose, subject angle, key beat) to the client + language + offer. State which campaign you chose and why.
• subject-lines — generate 3 options (different ingredients from the 13) + pACME Agencyw text for an email the user pastes. Body-first rule still applies: read their body, then write subjects.
• signature — build a Super Signature block (2-4 offers low→high commitment) per 05-super-signature.md, ready to paste at the foot of every send.

Verification (run AFTER 3.3)

• [ ] Output matches the mode (1 email for broadcast; full sequence for welcome/campaign; 3 subjects for subject-lines; a signature block for signature)
• [ ] SLO / chosen-campaign structure present; value:offer ≥ 2:1; one clear linked CTA
• [ ] 3 subject lines, distinct ingredients, no spam triggers, written after the body; pACME Agencyw text extends (not repeats) the subject
• [ ] Super Signature appended (broadcast/welcome) with offers low→high
• [ ] Language correct + anti-AI rules pass (HR/BS no em-dashes/fragments/idioms; DE "Sie")
• [ ] Deliverability checklist pass (<800 words, text-heavy, clean links, opt-out)
• [ ] Story authenticity handled (real, or [ILLUSTRATIVE — confirm] flag present)
• [ ] Local file saved; Google Doc created (link output); Slack posted with doc link (unless --no-slack)

If a check fails, name the gap. The most common misses are: warm-up opening not deleted, offer buried/absent, subject lines too similar, or a fabricated story not flagged.

Key files

Important rules

• Start from 00-START-HERE.md. Read only the docs the mode needs, not all 14.
• Drafting goes through the copywriter agent with EHB reference_files; the main session orchestrates, it does not hand-write the copy.
• Body first, subject lines last. Always 3 subject-line options on different ingredients.
• Authentic stories. Prefer a real anecdote; scaffold + flag if inventing. Never fabricate a personal story as fact.
• Adapt, don't copy. Campaign swipe copy is a structure to adapt, never a verbatim client send. Internal-use license only.
• Slack via slack-reporter, one message, no emojis.