---
name: "Newsletter copy"
repo: https://github.com/retieedra-profound/skills-marketing-library
source: https://github.com/retieedra-profound/skills-marketing-library/blob/HEAD/wisprflow/newsletter-copy/SKILL.md
license: "MIT"
install: "npx skills add retieedra-profound/skills-marketing-library --skill newsletter-copy"
page: https://100xlab.com/resources/agent-skills/wispr-flow-claude-skills--wispr-flow-newsletter-copy--e9zq4p
---

# Newsletter Copy Generator

Generate newsletter sponsorship copy briefs with ready-to-paste variants optimized for conversion. This skill produces complete copy briefs including multiple variants, tracking URLs, and placement specs.

> Adapt the paths, domains, and IDs below to your own setup. This is the anchor of a sponsorship waterfall: it ingests a deal, researches the audience and prior performance, writes copy on proven best practices, then hands off to link-creator for tracked links and to copy-editing / writing for the final voice pass.

## Pre-flight reminders

Before generating copy, check the per-user state file for `reminders` whose `surface_when` matches today AND whose `surface_trigger` includes `newsletter-copy invocation`. If one matches, surface it at the top of the output and list the pending placements whose submit-by dates are within 7 days.

## Integration with an upstream ICP campaign

When a newsletter placement targets an ICP that already has a campaign package, read the campaign's `messaging/approved-angles.md` before writing. The newsletter copy becomes a short-form render of the anchor angle for the most relevant subgroup.

Handoff flow:

- An ICP campaign produces angle cards
- `/newsletter-copy` pulls the subgroup-relevant card and writes 2-3 newsletter-length variants
- `/link-creator` provides the Dub tracking URL for each variant
- `/copy-editing` polishes before send to partner
- `/writing` final voice pass

## When NOT to use

- Paid ad copy → generated within the ICP campaign
- General copy review → `/copy-editing`

## Process

1. **Gather inputs**: newsletter name, placement date(s), placement type, campaign goal
2. **Pull partner performance from Dub** (see Phase 0.5 below), required when the partner has ≥1 shipped placement. Drives angle selection.
3. **Load messaging**: pull ICP messaging from your product context
4. **Check specs**: verify character limits and placement constraints
5. **Generate variants**: write 2-3 copy variants per placement, leaning into proven winners and avoiding recently-shipped angles
6. **Create a unique Dub link per placement** (see Tracking Standards below), one short link per date, tagged with the partner, in the Sponsorships folder
7. **Deliver brief**: complete brief using assets/copy-brief-template.md, with the performance-analysis table at the top so rationale is transparent
8. **Save the brief** to `sponsorships/copy/{partner-slug}/YYYY-MM-DD-{publication}-{placement}.md` (one file per send date, see File Organization below)

## File Organization

Every sponsorship brief lives under `sponsorships/copy/`.

### Rules

- **One folder per partner.** Folder name is the lowercase-hyphenated partner slug.
- **One file per placement.** File name is `YYYY-MM-DD-{publication}-{placement}.md`.
  - `YYYY-MM-DD` = send date
  - `{publication}` = specific show/newsletter (for example, `flagship`, `ai`, `tech`, `dev`, `founders`, `pm`)
  - `{placement}` = ad unit (for example, `primary`, `secondary`, `quicklinks`, `takeover`, `midroll`)
- **Never merge multiple send dates into one file.** If you're drafting two placements on the same day, write two separate files so each has its own Dub link, compliance check, and sign-off trail.
- **`_library/`** inside a partner folder = multi-placement planning docs (quarterly plans, master briefs). Overviews, not the final copy that ships.
- **`_archive/`** inside a partner folder = superseded drafts, deprecated messaging. Keep for reference, never ship from here.
- **New partner?** Create the folder using the partner slug and note any quirks in a partner-specific README (for example, a partner with multiple publications under one brand).

## Required Inputs

| Field | Required | Description |
|-------|----------|-------------|
| Newsletter Name | Yes | The specific newsletter and publication |
| Placement Type | Yes | Primary, Secondary, Subject Line |
| Campaign Goal | Optional | Awareness, Trial Signups, Upgrades |
| ICP | Optional | Will infer from newsletter audience |

## Placement Specs

| Placement | Char Limit | Purpose |
|-----------|------------|---------|
| Subject Line | ≤45 chars | Inbox hook (rarely available) |
| Preheader | 50-90 chars | Preview text |
| Primary | 150-250 words | Main ad unit (most common) |
| Secondary | 100-125 words | Shorter placement |

## Phase 0: Silent Context Load

Before generating any copy, silently read your shared product context. Extract:
- `company.icps`, use for audience matching per newsletter
- `company.messaging.value_props`, use as proof points and angle sources
- `company.messaging.differentiators`, use when claims need backing

If these fields are still unpopulated, proceed and infer the ICP from the newsletter audience. Flag at the end.

## Phase 0.5: Performance Pre-Flight (REQUIRED)

Before drafting any copy, pull performance data for prior placements with this partner. Past performance is the single best signal for what angle to write next. **This step is required when the partner has ≥1 shipped placement** (skip only for net-new partners with no history).

### Step 1: Pull placement-level data from Dub

Use the Dub REST API directly (the workspace-ID MCP lookup can 404):

```bash
source .env && curl -s -H "Authorization: Bearer $DUB_API_KEY" \
  "https://api.dub.co/links?tagIds={PARTNER_TAG_ID}&pageSize=50&sort=createdAt"
```

Substitute the partner's tag ID from your private lookup. Each link object returns `clicks`, `leads`, `sales`, `saleAmount`, `createdAt`, and `key` (the slug, which encodes the send date).

### Step 2: Cross-reference angles with the brief files

For each link with traffic, open the matching brief in `sponsorships/copy/{partner}/YYYY-MM-DD-{publication}-{placement}.md` and pull the **Angle** line. Performance is meaningless without knowing what angle ran.

### Step 3: Build the analysis table

Render a table at the top of the new brief:

| Date | Placement | Angle | Clicks | Leads | Sales | $ | Lead CVR |

Order by send date. Compute lead CVR = leads / clicks.

### Step 4: Identify winners, losers, and recent angles

Write 3-5 bullets under the table covering:

- **Top performer by clicks / sales / $.** The structural pattern to lean into.
- **Top performer by lead CVR.** The hook pattern to lean into.
- **Anomalies** (a placement with near-zero clicks usually means it didn't ship, not that the angle failed, flag, don't penalize).
- **Recently-shipped angles** (last 30 days). Avoid these to prevent fatigue on overlapping subscriber bases.
- **Implication for this placement.** State the angle choice and why.

### Step 5: Drive angle selection from the read

The copy you write should clearly inherit from the analysis. If you pick a different angle than the data supports, justify it.

### When to skip Phase 0.5

- Net-new partner with no shipped placements
- Partner tag does not exist yet (create via `POST /tags` first)
- Same-week reshoot of a placement already drafted (use the existing draft's analysis)

## ICP Messaging

Pull ICP messaging from your shared product context. If not yet populated, use defaults like these until the context is refreshed:

- **Knowledge Worker:** Speed (type faster by speaking), ease, works everywhere
- **Leaders/Executives:** ROI, team productivity, premium positioning
- **Developers:** IDE integration, syntax awareness, prompt power

## Critical Copy Rules

1. **No em dashes (—) and no double hyphens (--)**, both signal AI-generated copy. Restructure with periods, commas, or parentheses instead.
2. **Match ICP voice to newsletter audience**, tech newsletters get developer messaging.
3. **Include 2+ variants per placement**, for testing and flexibility.
4. **Use verified proof points only**, keep an approved-claims reference and pull from it.
5. **Stay under character limits**, newsletters enforce strict limits.
6. **Unique link per placement**, never reuse a short link across multiple send dates.

## Tracking Standards (Dub.co)

Every newsletter placement gets its own Dub short link so click attribution lands on the specific send date.

### Link pattern

| Field | Value |
|-------|-------|
| Domain | `ref.wisprflow.ai` |
| Slug | `{partner}-{mmm}{dd}` (readable, year-implicit, for example `partnername-apr17`) |
| Destination | `https://wisprflow.ai/` (or ICP-specific page if targeted) |
| Folder | **Sponsorships** (`{FOLDER_ID}`) |
| Tag | The partner's own tag (one tag per main sponsor) |
| Track conversion | `true` |
| Title | `Wispr Flow x {Partner} {Publication} — {Placement} {Date}` |

### UTM shape

| Param | Value | Example |
|-------|-------|---------|
| `utm_source` | `{partner-slug}` — one source per partner, groups all publications | `partnername` |
| `utm_medium` | `newsletter` | `newsletter` |
| `utm_campaign` | `{partner}-{publication}-{yyyy}-{mm}` (monthly rollup per publication) | `partnername-flagship-2026-04` |
| `utm_content` | `{placement-type}-{yyyy-mm-dd}` (unique per placement) | `primary-2026-04-17` |

### Partner tags

Keep one tag per main sponsor in a private lookup. **New partner?** Create the tag first via `POST https://api.dub.co/tags` (the Dub MCP cannot create tags), then add the ID to your lookup and to your `/link-creator` configuration.

### How to create the link

Call your Dub create-link tool with the fields above, or hand off to `/link-creator`. The link returned is what you paste into the copy; Dub appends the UTMs server-side on redirect.

## Output Format

Deliver a complete copy brief using [assets/copy-brief-template.md](assets/copy-brief-template.md) with:
- Campaign context and goals
- 2-3 copy variants per placement
- Character counts and compliance checks
- UTM tracking URLs
- Proof point sources
- Approval checklist

## Cross-References

- **copywriting**: for general marketing copy
- **copy-editing**: for copy review and improvement
- **brand-voice**: for brand voice consistency checks
- **writing**: final humanize pass before send

## References

- [references/framework.md](references/framework.md), placement specs, funnel-stage hook mapping, copy patterns, and validation checklist
- [assets/copy-brief-template.md](assets/copy-brief-template.md), the output brief template

---

## Supporting file: assets/copy-brief-template.md

# Newsletter Copy Brief: [Newsletter Name] - [Campaign Name]

**Date:** [YYYY-MM-DD]
**Newsletter:** [Newsletter Name]
**Placement Type:** [Primary / Secondary / Subject Line]
**ICP:** [Audience segment]
**Campaign Goal:** [Awareness / Trial Signups / Upgrades]

---

## Campaign Context

**Why this placement?**
[Brief rationale for targeting this newsletter]

**Key message:**
[One-sentence positioning]

**CTA goal:**
[What action do we want readers to take?]

---

## Copy Variants

### Variant A

[Paste copy here]

**Character count:** [X]
**Compliance:** [✓ / ✗] (em dashes removed, char limit met)

### Variant B

[Paste copy here]

**Character count:** [X]
**Compliance:** [✓ / ✗]

---

## Tracking & UTMs

**Landing page:** [URL]
**UTM parameters:**
- `utm_source=[partner-slug]`
- `utm_medium=newsletter`
- `utm_campaign=[partner]-[publication]-[yyyy]-[mm]`
- `utm_content=[placement-type]-[yyyy-mm-dd]`

**Full tracking URL:**
```
[short link from link-creator]
```

---

## Proof Points Used

[List any stats, testimonials, or claims referenced in copy with sources. Verified claims only.]

---

## Approval Status

- [ ] Copy approved by [Name]
- [ ] Tracking URLs generated
- [ ] Newsletter specs confirmed (char limits, placement details)
- [ ] Submitted to newsletter team

---

## Supporting file: references/framework.md

# Newsletter Copy Framework

Reference for `/newsletter-copy`. Placement specs, funnel-stage hook mapping, copy patterns, and the validation checklist. Swap the example product framing (Wispr Flow, a voice-to-text tool) for your own, and replace every proof point with a verified claim from your own approved-claims list.

## Placement Specs

| Placement | Character Limit | Purpose |
|-----------|-----------------|---------|
| Subject Line | ≤45 chars | Inbox hook, drives open |
| Preheader | 50-90 chars | Preview text, supports subject |
| Primary | 150-250 words | Main ad unit, full pitch |
| Secondary | 100-125 words | Shorter placement, key points |
| Tertiary | ≤50 words | Brief mention, one hook |
| Link Module | Title + 10-15 words | Clickable link with description |

## Match the funnel stage to the audience

Pick the hook and CTA register from where the newsletter's audience sits relative to your product.

| Stage | Hook strategy | CTA register |
|-------|---------------|--------------|
| TOF (indifferent) | Curiosity, identity, "did you know" | Soft: "See how", "Learn more" |
| MOF (frustrated) | Pain point, "tired of X?", comparison | Medium: "Try it", "See the difference" |
| MOF (open) | Demo, proof, "watch this" | Medium: "Watch demo", "See it work" |
| BOF (ready) | Social proof, pricing, urgency | Hard: "Start free", "Get started" |

## Concept selection

Choose 1-2 angles that best match the audience. Each angle is a one-line world the copy lives in. Examples for a voice-to-text product:

| Concept | Best for | One-line world |
|---------|----------|----------------|
| Understands you | Frustrated typists | "Talk messy. It cleans it up." |
| Works everywhere | Multi-app users | "One mic for every app." |
| Time back | Busy professionals | "Move faster, log off sooner." |
| Prompt power | Developers, AI users | "Better input, better AI output." |

## Hook patterns

Categories that travel well across audiences. Write fresh lines, don't reuse stale ones.

- **Playful:** lightly anthropomorphize the old way of doing things.
- **Historical:** frame the status quo as overdue for change.
- **Personal discovery:** "a tool that changed how I work."
- **Tutorial / how-to:** lead with a concrete, repeatable win.
- **Pain point:** name the exact friction the reader feels.

## Bullet structure

Use a bold lead plus a supporting detail. Two to four bullets, never a forced trio.

```markdown
- **Faster than typing.** Dictate emails, docs, and messages in real time.
- **Cleans up as you go.** Filler words and grammar handled automatically.
- **Works in every app with no setup.** Same shortcut everywhere you type.
```

## Social proof

Use verified, attributable proof only. Never ship a quote you cannot source, and never reuse a retired endorsement. Placeholders:

> "{VERIFIED_CUSTOMER_TESTIMONIAL}" — {Name, Title, Company}

Keep a short library of approved quotes with a status column, and pull only from the approved set.

## CTA patterns

| Tone | CTA |
|------|-----|
| Casual | "Give your hands a break, start free today" |
| Direct | "Try it free right now" |
| Benefit | "Start turning your voice into clean text, free" |
| Urgency | "Start free →" |

## Image direction

When the placement allows an image, brief the designer to:
- Show the transformation (messy input → clean output)
- Include one piece of social proof if there's room
- Keep on-image text minimal (headline + CTA)
- Use the brand palette and platform badges where relevant

## Formatting rules: avoid AI tells

| Pattern | Rule | Alternative |
|---------|------|-------------|
| Em dashes (—) | Never use | Periods, commas, colons, or "and" |
| "Delve into" | Avoid | "Explore", "look at", "check out" |
| "Leverage" | Avoid | "Use", "with", "through" |
| "Seamlessly" | Avoid | Remove or use "smoothly" |

Examples:
- Bad: "This tool, the voice typing app, works everywhere"
- Good: "This is a voice typing tool that works everywhere"
- Bad: "Get clean text, instantly" (when written with an em dash)
- Good: "Get clean text, instantly" or "Get clean text. Instantly."

## Proof points: keep a verified list

Maintain a table like this and pull only from rows marked Verified. Fill it with your own claims and sources.

| Claim | Status | Source |
|-------|--------|--------|
| {speed claim, e.g. faster than typing} | Verified | Internal testing |
| {language coverage} | Verified | Product spec |
| {works across apps} | Verified | System-level integration |
| {auto-edit feature} | Verified | Core feature |
| {compliance certifications} | Verified | Security/compliance docs |
| {customer testimonial} | Verified | Public endorsement |

## Validation checklist

Before delivering the brief:

- [ ] No em dashes anywhere in copy (critical: signals AI-generated)
- [ ] Character limits respected for all placements
- [ ] Copy matches the selected ICP voice
- [ ] At least 2 variants per placement
- [ ] Proof points are verified, attributable claims (no retired quotes)
- [ ] CTAs are clear and actionable
- [ ] UTM structure is correct, unique link per send date
- [ ] Image direction aligns with brand