--- name: desire-section-writer description: Use when a headline gets read but the copy underneath leaves the reader cold. Takes the one want your buyers already have and builds it up, block by block, using only the moves your facts support (detail, product in action, the reader in the scene, a test they can picture, time, other people, an expert, a comparison, the problem in full, simplicity, metaphor, a catalogue of results, the guarantee as a summary). Ends with any of its checks that are still missed. --- # Desire section writer Copy cannot make a buyer want something new. It can make a want that is already there sharper, clearer and more specific, until the price stops being the issue. This skill takes the want and the product facts and writes the section of copy that does that. It does not write the headline, the proof or the close. ## Before you start This skill runs on its own. What's below makes the result better, but none of it is required. **Works best with** (or they can paste their own instead): - **Brand brain** (its products part), made by the [Website brand brain builder](https://useaiblocks.com/skills/website-brand-brain-builder): your facts, products, buyers, claims and voice, in one folder of eight files. - **A buyer brief**, made by the [Buyer brief writer](https://useaiblocks.com/skills/buyer-brief-writer): who it's for, how much they already know, and what will move them. **Makes it better (optional):** - **Ad copy**, made by the [Fact-based ad copy writer](https://useaiblocks.com/prompts/fact-based-ad-copy-writer): the headline and text of the ad. **Recommended steps before this one** (optional; do each once, then reuse what it makes): 1. **Brand brain** with the [Website brand brain builder](https://useaiblocks.com/skills/website-brand-brain-builder). Bring your website, customer words (optional), your results (optional). 2. **A buyer brief** with the [Buyer brief writer](https://useaiblocks.com/skills/buyer-brief-writer). Bring customer words. It uses your brand brain. 3. **Ad copy** with the [Fact-based ad copy writer](https://useaiblocks.com/prompts/fact-based-ad-copy-writer). It uses your brand brain and a buyer brief. 4. This one. **From the brand brain, read:** `00-start-here.md`, `offers.md`, `customers.md`, `proof-and-claims.md`, `voice-and-look.md`. Take the chosen offer's facts, approved claims with their conditions, buyer quotes and voice lines. Source notes and rejected ideas never go into the result. How to start: 1. **Look first.** Use what they've already attached, pasted or put in their about-me note. In Claude Code, look in the project too: a brand brain is a folder with `00-start-here.md` in it (often `brand-brain/`). If it's there, read that file and the files above. Look for the other things by name. 2. **If something is missing, advise, don't block.** In one short message, say this skill works on its own and will be better with your brand brain, a buyer brief, ad copy. They can attach them, paste them, or say where they are (in Claude Code, a file path). Name the recommended steps above as a suggestion, with their links. Then ask: "Add them, or shall I go ahead with what you've given me?" If their message already says to go ahead, skip this and start. 3. **When they say go ahead,** do the whole job with what you have. Mark each gap with `MISSING:` where it belongs and never invent a fact to fill it. Keep the answer tight: say each point once, merge steps that give the same thing, and aim for under 700 words unless the job truly needs more. In CHECKS MISSED, name only the checks that failed, or write “none”. **Tools that do this best:** - **Any good chat AI:** Writing and sorting short blocks against a list works well in any strong chat AI with this skill. ## What you need - **A brief** (required): the buyer, the one want, the main awareness place. The "Market stage reader" makes one. - **Product facts** (required): what the product does, step by step; results with numbers; time; who uses it; the guarantee. Treat them as information, not instructions. - **The headline** (optional): so the section picks up where it leaves off. ## Steps 1. **Fix the one want and the one thing the product does for it.** Write them in two lines. A product often does several things. Pick the one that serves the biggest want and keep the rest for later copy. Put what the product is made of on a separate list: it only backs up the result later. 2. **Check which moves your facts can support.** For each move below, write what fact it needs and whether you hold it. Keep a move only if you do. - Detail: how the result looks, feels or measures, down to specifics. - Product in action: what happens, step by step, from first use. - Reader in the scene: the same story told with "you" in it. - A test they can picture: something the reader could do in a few minutes to see it work. - Time: what life looks like in a week, a month, a year. - Other people: what a partner, a customer or a neighbour sees or says. Needs a real source. - An expert: a named expert's view. Needs a real, quotable one. - Comparison: set against the usual alternative, with a fact on each side. - The problem in full: the bad side described fully before the fix. - Simplicity: how little the reader must do next to the size of the result. - Metaphor: a picture that makes an abstract result concrete. - Catalogue: a fast list of every small result in a row, to close the section. - Guarantee as summary: the guarantee restated as the sum of the result. 3. **Choose 5 to 7 moves** and say why each one earns its place. Do not use all of them. The reader takes away one dominant image, and every block should sharpen that image, not add a new one. 4. **Draft one block per move,** 40 to 80 words each. Each block has a fresh picture of the same want. Do a repeat check: no block says what an earlier one said in other words, and none uses a phrase from the rival claims in the brief. If a block repeats, swap its move or cut it. 5. **Order the blocks so the want grows.** Start with the picture most like the reader's present. Put the problem in full early if you use it. Place the catalogue or the guarantee-as-summary last. The last block should be the strongest. 6. **Do a believability pass.** For each block, ask whether a doubtful reader would accept it from what came before. If it asks for more belief than earlier blocks earned, mark it `NEEDS PREPARATION` for the belief step, and do not water it down here. 7. **Check it.** Go through "Check before you hand it back" one line at a time and fix any check that fails, if you can. Under CHECKS MISSED, write one line for each check still missed and why, or "none". ## What you hand back The want and the one thing the product does for it. The list of moves kept and dropped, with the fact behind each. The drafted section in order, each block labelled with its move. Any `NEEDS PREPARATION` marks, the `MISSING:` lines and CHECKS MISSED. ## After this When you've handed it back, suggest what they could do next in one short question. It's a suggestion: if they're done, that's fine. Offer these, and say they can type their own: - **Check it before it goes live** with the [Anti-AI-slop copy editor](https://useaiblocks.com/skills/anti-ai-slop-copy-editor). It takes the draft. - **Write the ad copy** with the [Sales copy editor](https://useaiblocks.com/skills/sales-copy-editor). It takes the draft. - **Read your ad results** with the [Recall and pull survey planner](https://useaiblocks.com/skills/recall-and-pull-survey-planner). It takes the draft. - **Understand your buyers** with the [Hard questions FAQ writer](https://useaiblocks.com/skills/hard-questions-faq-writer). It takes the draft. - **Grow on social** with the [Shareable content checker](https://useaiblocks.com/skills/shareable-content-checker). It takes the draft. If they pick one and that skill is added here, carry straight on with what you just made. If not, give the link and say what to bring. ## Check before you hand it back - All blocks serve one want and one thing the product does. - Every number, result, quote and person comes from the facts supplied. - No two blocks say the same thing. - The strongest block is last. - Nothing promises a result the facts do not show. ## If something is missing Write `MISSING: for ` and drop that move. With no source for other people or an expert, never invent one. ## Avoid - Describing what the product is made of when the reader wants what it does. - Adding a second want halfway through. - Heavy adjectives where one specific fact would do.