{
  "name": "mcafax-marketing",
  "version": "1.0.0",
  "updated": "2026-10-26",
  "author": "Elie Mendlow",
  "access": "read-only",
  "resultsNote": "This skill is new. There is no results data yet: no impression counts, no customer counts, and nothing to report. Do not invent any.",
  "coreRule": "The raw material comes from the owner. Never invent stories, numbers, customers, quotes, or results. If something is missing, ask. Do not fill the gap.",
  "boundaries": "Drafts only. The owner reviews and publishes. Do not post, send, or schedule. Do not name a lender. Do not invent results. Conversion is a completed funding application in Funding Chat at https://mcafax.com/apply. A click or a start is not a conversion.",
  "funnel": {
    "name": "Marketing & Sales",
    "stages": ["give", "nurture", "convert"],
    "give": ["Notebook", "skills", "X", "tools"],
    "conversion": "A completed funding application in Funding Chat",
    "conversion_url": "https://mcafax.com/apply",
    "experiments": "https://mcafax.com/v1/marketing/experiments",
    "tactics": "https://mcafax.com/v1/marketing/tactics",
    "summary": "https://mcafax.com/v1/funnel/summary",
    "lab": "https://mcafax.com/skills/marketing/lab"
  },
  "article": {
    "title": "Your stories, not a prompt: a content system for small-business owners",
    "dek": "The interview is the product. The AI is the editor. Here is the system, who it comes from, and the templates you can copy.",
    "description": "A content system for small-business owners: capture ideas, talk them out, draft in your own voice, review before you publish, and repurpose one piece. The skill is new and has no results data yet."
  },
  "urls": {
    "guide": "https://mcafax.com/notebook/guides/content-system",
    "skill": "https://mcafax.com/skills/marketing",
    "skillFile": "https://mcafax.com/skills/marketing/SKILL.md",
    "data": "https://mcafax.com/api/skills/marketing.json",
    "notebook": "https://mcafax.com/notebook",
    "guides": "https://mcafax.com/notebook/guides",
    "prompts": "https://mcafax.com/notebook/prompts",
    "toolkit": "https://mcafax.com/notebook/toolkit"
  },
  "utm": {
    "source": "mcafax-skill",
    "medium": "ai-skill",
    "campaign": "marketing",
    "content": ["create", "review"],
    "query": "utm_source=mcafax-skill&utm_medium=ai-skill&utm_campaign=marketing&utm_content=<mode>"
  },
  "voiceTemplate": {
    "saveAs": "voice-guide.md",
    "instructions": "Fill every line from the owner's words, or from 3-10 pieces they are proud of. Lessons override the rest of the guide.",
    "fields": [
      {"id": "who", "label": "Who I serve, what I sell, what I never say"},
      {"id": "topics", "label": "Topics I own (3-5)"},
      {"id": "tone", "label": "Tone: how I would text a customer I like"},
      {"id": "words", "label": "Words I use; words I ban"},
      {"id": "hooks", "label": "Hook patterns from my best pieces"},
      {"id": "structures", "label": "Structures I use (story then lesson, list, myth vs fact)"},
      {"id": "proof", "label": "Proof I am allowed to cite (real numbers, with source and date)"},
      {"id": "lessons", "label": "Lessons from past edits (these override the guide)"}
    ],
    "markdown": "# Voice guide\n\nSave this in your own notes as voice-guide.md. Fill every line from your words.\n\n- Who I serve:\n- What I sell:\n- What I never say:\n- Topics I own (3-5):\n- Tone (how I would text a customer I like):\n- Words I use:\n- Words I ban:\n- Hook patterns from my best pieces:\n- Structures I use (story then lesson, list, myth vs fact):\n- Proof I am allowed to cite (real numbers, with source and date):\n- Lessons (fixes from past edits; these override the guide):\n"
  },
  "interviewRule": "Ask one question at a time. Push back on vague answers. Do not draft until you have 2-3 specific stories or examples in the words of the owner. Suggest talking instead of typing (voice-to-text).",
  "interviewQuestions": [
    {
      "id": "week",
      "question": "What happened in the business this week that a customer would recognize?",
      "pushback": "If the answer is that it was busy, ask what happened on one specific day."
    },
    {
      "id": "twice",
      "question": "What question did a customer ask you more than once?",
      "pushback": "Ask what they asked, as close to their words as you remember."
    },
    {
      "id": "objection",
      "question": "What objection did you hear, and what did you say back?",
      "pushback": "A vague we handle that is not a story. Ask for the sentence you said."
    },
    {
      "id": "moment",
      "question": "Tell one moment: who was there, what they said, and what you did.",
      "pushback": "Do not invent a composite person. If a name is private, use a role and a real detail."
    },
    {
      "id": "explain",
      "question": "What did you have to explain twice?",
      "pushback": "Ask what was confusing the first time."
    },
    {
      "id": "mistake",
      "question": "What mistake did you make, and what changed after it?",
      "pushback": "A lesson with no scene is a slogan. Ask where you were when it went wrong."
    },
    {
      "id": "opinion",
      "question": "What opinion about your work would you say out loud to a customer you like?",
      "pushback": "Quality matters is not an opinion. Ask what you disagree with."
    },
    {
      "id": "next",
      "question": "What should the reader do, ask, or stop doing next?",
      "pushback": "One next step, not a list of ten."
    },
    {
      "id": "numbers",
      "question": "Which numbers are you allowed to cite? For each one: the number, the source, and the date.",
      "pushback": "If there is no source or no date, the number stays out."
    },
    {
      "id": "limits",
      "question": "What is off limits: private names, a confidential deal, or anything you would not say in public?",
      "pushback": "If you are unsure, leave it out."
    }
  ],
  "hookBank": {
    "method": "Offer 5 hook options, one per pattern, drawn only from the raw notes. The owner picks one. Keep winning hooks in the bank with what happened. Never invent a number to make a hook stronger. Leave the result blank until the owner knows it.",
    "patterns": [
      {"id": "pain", "name": "Pain point", "use": "Name a problem the buyer already feels, in the words of the owner."},
      {"id": "opinion", "name": "Strong opinion", "use": "A view the owner actually holds. Do not borrow a hotter take."},
      {"id": "number", "name": "Specific number", "use": "Only a real number from the notes of the owner or a linked source, with the date. If you do not have one, skip this pattern."},
      {"id": "story", "name": "Story opener", "use": "A concrete moment from the raw notes: a place, a person, or a sentence someone said."},
      {"id": "myth", "name": "Myth vs fact", "use": "A thing people repeat, then what the owner has actually seen."}
    ],
    "record": ["hook", "pattern", "piece", "date", "what happened (only what the owner observed; blank until they know)"]
  },
  "repurposingLadder": [
    {"rung": 1, "name": "Anchor piece", "format": "The full draft. One clear point, written from the notes of the owner."},
    {"rung": 2, "name": "Short posts", "format": "3-5 posts. One idea each, written for that platform, not a chopped copy of the anchor."},
    {"rung": 3, "name": "Email", "format": "The same point, written as a note to one customer."},
    {"rung": 4, "name": "FAQ answer", "format": "The question a buyer would type, answered in the words of the owner."},
    {"rung": 5, "name": "Short video script", "format": "Spoken, under a minute, from the same notes. No new facts."}
  ],
  "repurposingNote": "Write each piece native to its platform. Test the small versions first. Expand the one that earns replies. Do not invent engagement numbers.",
  "reviewScoring": "Score each item 0, 1, or 2. Add them up (20 points). Divide by 2 for a score out of 10. Under 8 out of 10, revise. If a fact is missing, ask the owner. Never fill the gap.",
  "reviewOutput": "Output the score out of 10, the top 3 fixes, and rewritten lines. Never add a fact the owner did not give.",
  "reviewChecklist": [
    {"id": 1, "name": "Accuracy", "check": "Every claim traces back to my notes or a linked source."},
    {"id": 2, "name": "Numbers", "check": "Every number has a source and a date. No invented statistics."},
    {"id": 3, "name": "No guaranteed outcomes", "check": "No guaranteed outcomes: no promised approvals, savings, income, or rankings."},
    {"id": 4, "name": "Finance-safe wording", "check": "Finance-safe wording: use \"may\" and \"can,\" not \"will.\" No rate, fee, or approval promises. Point readers to a professional for legal, tax, or lending specifics."},
    {"id": 5, "name": "Plain language", "check": "Plain language, short sentences, no jargon or AI filler words."},
    {"id": 6, "name": "Voice", "check": "It sounds like me."},
    {"id": 7, "name": "Specificity", "check": "At least one real story or example."},
    {"id": 8, "name": "Hook", "check": "The first line earns the second."},
    {"id": 9, "name": "One point", "check": "One clear point, one clear next step or question."},
    {"id": 10, "name": "Platform fit", "check": "Right length and format for the platform, with nothing private."}
  ],
  "createFlow": [
    {"name": "Keep an idea bank", "text": "Every time a customer asks a question, pushes back, or thanks you, write one line in a note. Those are your topics. Score each idea on three things: is there a real story, a clear opinion, and something useful for a buyer?"},
    {"name": "Get interviewed", "text": "Pick one idea. Let the AI ask you one question at a time, and answer out loud. Do not let it draft until you have two or three specific examples in your own words. This is the step Lieberman says separates good content from slop."},
    {"name": "Draft from your notes, in your voice", "text": "The AI writes only from what you said, using your voice guide."},
    {"name": "Write five hooks, pick one", "text": "Keep a hook bank: a running list of opening lines and how they did. Five patterns are useful starters: a pain point, a strong opinion, a real number with its source, a story opener, and a myth versus a fact."},
    {"name": "Review before you publish", "text": "Score the draft against a checklist (below). Revise anything weak. If a fact is missing, you supply it. The AI never fills the gap."},
    {"name": "Repurpose up a ladder", "text": "One anchor piece becomes three to five short posts, one email, one FAQ answer, and one short video script, each written for its platform. Post the small versions first, and expand the one that gets replies."},
    {"name": "Save the lesson", "text": "When you change the draft the AI wrote, note why. Next time it starts from that lesson."}
  ],
  "faq": [
    {"question": "Do I need to be a good writer?", "answer": "No. The system leans on talking, not writing. If you can explain your work to a customer, you have the raw material."},
    {"question": "Which AI do I need?", "answer": "Any assistant that can load a skill or custom instructions. The steps also work if you copy them into a normal chat."},
    {"question": "Will this make my posts go viral?", "answer": "We cannot promise that, and you should be wary of anyone who does. The goal is steady, honest content that sounds like you."},
    {"question": "How long does it take?", "answer": "The creators above describe sessions of a few minutes to an hour. Your time goes into the interview and the final edit."},
    {"question": "Can the AI make up stats to make a post stronger?", "answer": "No. The skill is built to refuse. Numbers must come from you or a linked source, with a date."},
    {"question": "I work in finance or lending. Anything special?", "answer": "Yes. The review mode flags guaranteed outcomes and promises about approvals or rates, and suggests sending readers to a qualified professional."}
  ],
  "sources": [
    {"label": "Alex Lieberman on How I AI with Claire Vo (July 20, 2026)", "url": "https://www.lennysnewsletter.com/p/how-the-founder-of-morning-brew-built"},
    {"label": "Alex Lieberman, Introducing the Content Machine (LinkedIn)", "url": "https://www.linkedin.com/posts/alex-lieberman_introducing-the-content-machine-first-time-activity-7487919878591516673-5tW5"},
    {"label": "ChatPRD write-up of Lieberman's workflow", "url": "https://www.chatprd.ai/how-i-ai/alex-liebermans-6-step-workflow-to-beat-ai-slop"},
    {"label": "Ruben Hassid, voice-to-text post (LinkedIn, February 2026)", "url": "https://www.linkedin.com/posts/ruben-hassid_i-stopped-typing-linkedin-posts-it-took-activity-7427592299569647616-Z4ZP"},
    {"label": "Ruben Hassid, stop prompting (LinkedIn, June 2026)", "url": "https://www.linkedin.com/posts/ruben-hassid_stop-prompting-write-a-linkedin-post-for-activity-7474778289530920960-j4om"},
    {"label": "Ruben Hassid newsletter", "url": "https://ruben.substack.com/p/claude-linkedin"},
    {"label": "Justin Welsh on his writing process", "url": "https://justinwelsh.me/essays/my-writing-process-for-162-597m-impressions-on-linkedin"},
    {"label": "Ship 30 for 30, the Lean Writing method", "url": "https://www.ship30for30.com/post/the-lean-writing-method-how-to-expand-short-form-content-into-longer-form-assets"},
    {"label": "Gary Vaynerchuk, the content model", "url": "https://www.linkedin.com/pulse/garyvee-content-model-gary-vaynerchuk"},
    {"label": "Tiago Forte, Building a Second Brain overview", "url": "https://fortelabs.com/blog/basboverview/"},
    {"label": "David Perell, The Ultimate Guide to Writing Online", "url": "https://perell.com/essay/the-ultimate-guide-to-writing-online/"},
    {"label": "David Perell interview with Every", "url": "https://every.to/superorganizers/how-david-perell-writes-an-essay"}
  ]
}