storybrand-copywriter
Audit and rewrite website copy using the StoryBrand SB7 framework. Positions the customer as the hero and the business as the guide. Used for homepages, landing pages, service pages, and ad copy.
marketing
Skill Instructions
---
name: storybrand-copywriter
slug: storybrand-copywriter
version: 1.0.0
description: Audit and rewrite website copy using Donald Miller's StoryBrand SB7 framework. Positions the customer as the hero, the business as the guide, and makes the stakes clear. Used for homepage audits, landing pages, service pages, and ad copy. Always fetches the live page before auditing — never works from memory or assumptions about the current copy.
---
# StoryBrand Copywriter
Audit and rewrite copy using the SB7 framework. Fetch the live page. Identify what's broken. Rewrite it. Stage for approval.
## When to Use
- Homepage copy audit or rewrite
- Service page copy that isn't converting
- Landing page for Google Ads (post-click experience)
- Ad copy that needs a clear value proposition
- Any page where the business is positioned as the hero instead of the customer
## The SB7 Framework
Every piece of copy must answer these 7 elements clearly:
| # | Element | Question It Answers |
|---|---------|-------------------|
| 1 | **Character** (Hero) | Who is the customer? What do they want? |
| 2 | **Problem** | External problem (what they can't do), Internal problem (how it makes them feel), Philosophical problem (why it's wrong) |
| 3 | **Guide** | Who is the business? Why are they qualified to help? |
| 4 | **Plan** | What are the 3 simple steps to work with us? |
| 5 | **Call to Action** | Direct CTA (buy/call/book) + Transitional CTA (free guide/assessment) |
| 6 | **Success** | What does life look like after they hire us? |
| 7 | **Failure** | What's at stake if they don't act? |
**The core mistake most businesses make:** They position themselves as the hero ("We are the best tree service in Tulsa!"). The customer doesn't care about you — they care about their problem. Make the customer the hero. Make the business the guide (like Yoda to Luke, not the star).
## Workflow
### Audit Workflow
1. **Fetch live page** — `curl -s https://ironwoodtreeco.com` or relevant URL
2. **Score each SB7 element** — present, weak, or missing
3. **Identify the biggest failure** — what's the #1 reason this copy isn't converting?
4. **Write full audit report** — save to `~/.openclaw/workspace-mary/reports/TASK-<num>-<slug>.md`
5. **Create staged task** — one task for the rewrite with specific scope
6. **Post summary** to #mary-marketing (C0ANF1HJFRT)
### Rewrite Workflow
1. **Get approved task** — read the audit report if one exists
2. **Fetch live page** — confirm current state
3. **Draft rewrite** — section by section following SB7
4. **Self-score** — run the SB7 checklist against your own draft before submitting
5. **Implement via WordPress API** — if approved, push via REST API
6. **Report** — save final copy to reports dir, post to Slack
## SB7 Audit Checklist
Run this against every page you audit or write:
**Character (Hero)**
- [ ] Hero is the customer, not the company
- [ ] Customer's desire/goal is stated in first 5 seconds
- [ ] Language matches how customers actually describe their problem
**Problem**
- [ ] External problem named explicitly ("Your tree is dangerous / overgrown / dead")
- [ ] Internal problem addressed ("You're worried about damage to your home / embarrassed by how your yard looks")
- [ ] Philosophical stake raised ("A property owner shouldn't have to deal with a dangerous tree alone")
**Guide**
- [ ] Business positioned as guide, not hero
- [ ] Empathy shown ("We understand how stressful a damaged tree can be")
- [ ] Authority demonstrated (years in business, certifications, reviews count — briefly)
**Plan**
- [ ] 3-step process clearly stated (not 6+ steps — simplicity reduces fear)
- [ ] Steps eliminate ambiguity ("1. Call us. 2. We assess and quote. 3. We handle everything.")
**Call to Action**
- [ ] Direct CTA visible above the fold ("Get a Free Quote", "Call Now")
- [ ] CTA button text is specific, not generic ("Get My Free Quote" not "Submit")
- [ ] Transitional CTA present for people not ready to buy ("Download our Tree Health Guide")
**Success**
- [ ] Success vision is vivid and specific ("A safe, beautiful yard you're proud of")
- [ ] Before/after framing if possible
**Failure**
- [ ] Stakes are stated without fear-mongering ("Don't let a hazard tree become an emergency")
- [ ] Urgency is real, not manufactured
## Ironwood Tree Co — Brand Voice
- **Tone**: Reliable, calm, expert. Not salesy. Not corporate. Like a trusted neighbor who happens to be a certified arborist.
- **What to avoid**: "We are the #1 tree service in Tulsa" (hero positioning). Jargon ("ISA-certified arborists" alone — pair it with what it means for the customer). Vague CTAs ("Learn More").
- **What works**: Pain point first ("A damaged tree can put your home, your car, and your family at risk."). Simple plan ("Just call us — we handle everything."). Social proof woven in, not dumped in a testimonials section.
## Homepage Above-the-Fold Formula
```
[Headline]: What the customer wants (not what you do)
[Subheadline]: Name the problem + hint at the solution
[CTA Button]: Specific direct action
[Hero Image]: Customer in success state OR the problem being solved
[Social proof bar]: # of jobs completed / years / certifications — brief
```
Example for Ironwood:
```
Headline: Protect Your Property. Remove the Risk.
Subheadline: Tulsa's trusted tree service for hazard removal, trimming, and stump grinding — fast quotes, fully insured.
CTA: Get a Free Quote →
```
## Common Copy Failures in Home Services
| Failure | What It Looks Like | Fix |
|---------|-------------------|-----|
| Hero problem | "We are Tulsa's best tree service" | "Your tree is a risk. We remove it." |
| No plan | Wall of services, no next step | "Here's how it works: 1. Call. 2. We quote. 3. Done." |
| Weak CTA | "Contact Us" | "Get a Free Quote in 24 Hours" |
| No stakes | Pure features list | "An untreated hazard tree can mean thousands in damage — or worse." |
| Generic success | "We'll take care of it" | "Come home to a clean yard and peace of mind." |
## WordPress Implementation
Push approved copy via REST API:
```bash
curl -X POST https://ironwoodtreeco.com/wp-json/wp/v2/pages/<id> \
-H "Content-Type: application/json" \
-u "username:application_password" \
-d '{"content": "<updated HTML>", "status": "publish"}'
```
**⚠️ Always stage for Nick approval before publishing.** Never push live copy without an approved TaskFlow task.
## Related Skills
- `google-ads-manager` — Ad copy should mirror the SB7 message from the landing page
- `local-services-ads` — LSA profile copy follows same principles
- `gbp-manager` — GBP business description benefits from SB7 framing