post-writer

Post Writer

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."

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.

Platform	What it rewards most	Best CTA type
LinkedIn	Comments (2x weight vs likes)	Polarizing question, "what would you add?"
Instagram (feed)	Saves, then shares	"Save this for...", "Send this to..."
Instagram (Reels)	Completion, then saves	On-screen text + "Save for later"
Facebook	Shares, saves	"Tag someone who needs this"
Twitter / X	Replies (75x weight vs likes)	Polarizing take, "tell me I'm wrong"
Threads	Replies	Same as Twitter
TikTok	Watch-time / completion	Hook in first 1.7s; on-screen text "wait for it"
Substack Notes	Restacks (= shares)	Punchy, screenshottable insight

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.