Write the hook — the line right after the headline that wins the read (the first line of body, the second line of an ad, the opening sentence of an email). TRIGGER when the headline is set and the line that pays it off is needed, or when a gate found a hook failure. DO NOT TRIGGER for the headline itself…
Write the lead — the opening passage (first 10-20% of a piece) that earns the rest of the read, in the lead type the reader's awareness stage calls for. TRIGGER when a page, email, or long-form piece needs its opening passage written, or when a gate found a lead failure. DO NOT TRIGGER for the single headline line…
Write an opt-in page — a page that sells the opt-in itself, trading one specific free thing for an email and doing nothing else. Titles first, then the sections. TRIGGER when a page's job is to grow a list by trading for a lead magnet. DO NOT TRIGGER for a page that closes a paid offer (write-sales-page), a page that…
Write a sales page — one long-scroll page that sells ONE thing. Titles first (the full title chain designed before any body), then the sections under it. TRIGGER when a page's job is to close one offer in a single scroll. DO NOT TRIGGER for a page that trades for an email (write-optin-page), a page that lists several…
List the tests a change needs before any code is written, one per Capability the app must have once it lands, each with its expected result. TRIGGER from /tdd, or when the Architect asks which tests a change needs. DO NOT TRIGGER to write a test; use /write-test.
Implement an approved change one Capability at a time, each test written and watched failing before the code that makes it pass. TRIGGER when the Architect says "tdd" or hands over an approved change to implement with tests. DO NOT TRIGGER to write or fix a test with no implementation to follow; use /write-test.
Write one test that states a Capability the app has and goes red when the app stops doing it: real types in the starting state, the call the app makes, an expected value written by hand. TRIGGER before writing or editing a test. DO NOT TRIGGER to decide which tests a change needs; use /plan-tests.
Write an organic social post in one of seven formats — tweet, thread, LinkedIn post, carousel, image post, story, or reel — written native to its feed, where the conversion is attention itself. TRIGGER when a piece is organic content in a space you do not own. DO NOT TRIGGER for a paid ad (write-ads), an email…
Write a narrative component — a founder origin, a customer story, a before-after, a case study told as a story — built only from captured evidence, delivered to the piece's writer. TRIGGER when a piece needs a story that carries the one belief shift, or a narrative proof block. DO NOT TRIGGER to write the surrounding…
Write a content video script — a YouTube or educational video that earns and holds attention and delivers value, where the conversion is the watch, the subscribe, or a soft next step, not a closed sale. TRIGGER when a piece is a content video script. DO NOT TRIGGER for a sales video that closes one offer (write-vsl)…
Write a VSL — the spoken script behind a demo or video sales letter that carries a page's selling argument aloud and hands the viewer to the page's CTA. TRIGGER when a piece is a sales video script that sells one offer. DO NOT TRIGGER for a content video (YouTube, educational) that does not close an offer…
Run the production phase for one project — draft each asset from its plan with the fitting write skill, drive it through the review loop to convergence, and hand version picks to the owner. Produces the finished copy. TRIGGER when a project's plan files are set and the copy is ready to be written. DO NOT TRIGGER to…
Score a set of options and order them, so the best one gets picked instead of the first one written. TRIGGER only from a Skill step that says to use /rank. DO NOT TRIGGER when a Prompt says to rank, weigh, or judge something informally; that is thinking, not this Process.
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