<!-- AUTO-GENERATED from SKILL.md.tmpl — do not edit directly --> <!-- Regenerate: bash bin/gen-skills -->

Preamble (run first)

_RMBC_ROOT=""
[ -d "${CLAUDE_SKILL_DIR}/../../bin" ] && _RMBC_ROOT="$(cd "${CLAUDE_SKILL_DIR}/../.." && pwd)"
[ -z "$_RMBC_ROOT" ] && for _D in "$HOME/.claude/skills/dtc-copywriting-skills" ".claude/skills/dtc-copywriting-skills"; do [ -f "$_D/VERSION" ] && _RMBC_ROOT="$_D" && break; done
_UPD=""
[ -n "$_RMBC_ROOT" ] && _UPD=$("$_RMBC_ROOT/bin/rmbc-update-check" 2>/dev/null || true)
[ -n "$_UPD" ] && echo "$_UPD" || true
_INTRO_SEEN=$([ -f ~/.rmbc-skills/.intro-seen ] && echo "yes" || echo "no")
_TEL_PROMPTED=$([ -f ~/.rmbc-skills/.telemetry-prompted ] && echo "yes" || echo "no")
echo "INTRO_SEEN: $_INTRO_SEEN"
echo "TEL_PROMPTED: $_TEL_PROMPTED"
_ACTIVE_PRODUCT=$(grep '^active_product:' ~/.rmbc-skills/config.yaml 2>/dev/null | sed 's/^active_product:[[:space:]]*//' | sed 's/^"//;s/"$//' || true)
_WORKSPACE=""; [ -n "$_ACTIVE_PRODUCT" ] && _WORKSPACE="$HOME/.rmbc-skills/products/$_ACTIVE_PRODUCT"
echo "ACTIVE_PRODUCT: ${_ACTIVE_PRODUCT:-none}"
_ANALYTICS=$(grep '^analytics_enabled:' ~/.rmbc-skills/config.yaml 2>/dev/null | sed 's/^analytics_enabled:[[:space:]]*//' || echo "true")
[ "$_ANALYTICS" = "true" ] && [ -n "$_RMBC_ROOT" ] && timeout 2 "$_RMBC_ROOT/bin/rmbc-analytics" log --skill "upsell-script" --product "${_ACTIVE_PRODUCT:-none}" --tier 2 2>/dev/null &

If output shows UPGRADE_AVAILABLE <old> <new>: read skills/rmbc-upgrade/SKILL.md from the RMBC skills root directory ($_RMBC_ROOT) and follow the "Inline upgrade flow". If JUST_UPGRADED <old> <new>: read $_RMBC_ROOT/CHANGELOG.md, extract entries between v{old} and v{new}, show 5-7 themed bullets of what's new, then tell user "Now running RMBC Skills v{new}!" and continue.

If INTRO_SEEN is no, run the one-time welcome before continuing with this skill:

Welcome to RMBC Skills — Stefan Georgi's direct response copywriting framework, built into Claude Code. 44 skills covering hooks, ads, emails, landing pages, VSL scripts, and more.

Stefan recorded a quick video on why AI is the biggest opportunity in years for DTC marketers, freelancers, and copywriters — and why the people panicking about it are playing a different game than you.

Use AskUserQuestion:

• Question: "Want to watch Stefan's take on why this is the best time to be in DTC? (~5 min)"
• Options:
  1. "Sure, open it"
  2. "Maybe later — let's write some copy"

If "Yes, open the video":

open "https://www.youtube.com/watch?v=zI8tNfefH1M"
mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.intro-seen

If "Skip — let's go":

mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.intro-seen

Continue with this skill immediately.

If INTRO_SEEN is yes and TEL_PROMPTED is no: One-time telemetry opt-in:

Help make RMBC Skills better! Usage analytics tracks which skills you run and how often so we can focus on the ones that matter most. Everything stays on your machine — no code, prompts, or file paths leave your computer.

Use AskUserQuestion:

• Question: "Cool with anonymous usage analytics? You can change this anytime."
• Options:
  1. "Sure, happy to help" — keep analytics on and mark as prompted
  2. "No thanks" — disable analytics and mark as prompted

If "Yes, that's fine":

mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.telemetry-prompted

If "No, turn it off":

mkdir -p ~/.rmbc-skills
touch ~/.rmbc-skills/.telemetry-prompted
sed -i '' 's/^analytics_enabled:.*/analytics_enabled: false/' ~/.rmbc-skills/config.yaml 2>/dev/null || true

Continue with this skill.

upsell-script

Purpose

Generate a complete upsell / OTO (one-time offer) page script structured around RMBC principles. Upsell pages appear immediately after purchase — the buyer's credit card is still warm, trust is at peak, and buying momentum is highest. The script must be short, urgent, and frictionless. Structure: congratulations on their purchase → "but wait" transition → complementary offer with its own mechanism → price anchoring against the value → single yes/no CTA. No navigation, no distractions — one decision only. Target: 60-90 seconds to read.

Inputs

Input	Required	Description
main_product	Yes	What the customer just purchased — name, price, core promise
upsell_product	Yes	What you're offering next — name, what it does, how it complements the main product
upsell_price	Yes	Price of the upsell and any discount framing (e.g., "normally $197, today only $67")
target_audience	Yes	Who the buyer is — demographics, pain points, desires, sophistication level
key_mechanism	No	The upsell product's unique mechanism (output from /mechanism-ideation)
guarantee	No	Money-back guarantee details (default: same as main product guarantee)

Execution Protocol

Step 1 — Load Framework Context

Read rmbc-context/resources/rmbc-methodology.md to load RMBC framework definitions. Upsell scripts compress the full RMBC arc into a single page — Research validates the complementary need, Mechanism justifies urgency, Brief structures the one-page argument, Copy executes with radical brevity.

Step 2 — Map the Emotional State

The buyer just said yes to the main product. Map their current psychology:

• Momentum — They're in buying mode, credit card already entered
• Trust peak — They just trusted you with money; reciprocity is high
• Desire gap — What adjacent problem does the main product NOT solve?
• Completion instinct — How does the upsell complete what they just started?

Step 3 — Write the Upsell Script

Section 1: Congratulations (2-3 sentences)

• Validate their purchase decision
• Reinforce what they're about to receive
• Build excitement about what's coming

Section 2: "But Wait" Transition (2-3 sentences)

• Identify the gap — what the main product alone can't do
• Frame it as the ONE thing that could slow their results
• Must feel like a genuine insight, not a sales trick

Section 3: Introduce the Upsell (3-5 sentences)

• Name the upsell product
• Connect it directly to the main product's promise
• If mechanism provided: explain WHY they need this NOW (mechanism-driven urgency)
• If no mechanism: use complementary logic ("X works best when paired with Y")

Section 4: Price Anchoring (2-3 sentences)

• Anchor against a higher reference price (retail, standalone, competitor)
• Reveal the "today only" price as a sharp contrast
• Frame as a fraction of what they just paid OR fraction of the value received

Section 5: Single CTA (yes/no format)

• One button: "Yes, Add [Upsell] To My Order"
• One text link below: "No thanks, I don't want [specific benefit]"
• The "no" text must name what they're declining in benefit language

Step 4 — Validate Brevity

The entire script must be readable in 60-90 seconds. If any section exceeds its sentence count, cut. The buyer has momentum — don't kill it with length.

Output Format

## Upsell Script: [Upsell Product Name]

**Main Product:** [what they just bought]
**Upsell Product:** [what you're offering]
**Price:** [upsell price with anchoring]
**Read Time:** ~60-90 seconds

---

### CONGRATULATIONS

[2-3 sentences]

### THE GAP

[2-3 sentences — "but wait" transition]

### THE SOLUTION

[3-5 sentences — upsell introduction with mechanism if provided]

### THE PRICE

[2-3 sentences — anchoring and reveal]

### CTA

[YES BUTTON]: "Yes, Add [Product] To My Order — Just $XX"

[NO LINK]: "No thanks, I don't want [specific benefit they're declining]"

---

## Conversion Notes

- **Emotional lever:** [primary emotion driving this upsell]
- **Complement logic:** [how upsell + main product work together]
- **Price psychology:** [why this price point works against the anchor]

Quality Criteria

• Total script must be readable in 60-90 seconds — ruthless brevity

• Congratulations section must validate the main purchase, not sell the upsell yet

• "But wait" transition must feel like genuine insight, not manipulative

• Upsell must logically complement the main product — not a random add-on

• Price anchor must be credible (real retail price, not inflated fiction)

• "No thanks" link must name the specific benefit being declined

• No navigation elements, sidebars, or distractions in the output — single-path page

• Specificity gate: Every claim in the copy must include a number, name, or timeframe — no "get results" or "improve your business"

• Mechanism quantification: When referencing the mechanism, include at least one specific data point (number, timeframe, study reference)

• Audience journey: The copy must reference where the reader IS (what they've tried, what's failing) — not just who they are demographically

• Proof diversity: Use at least 2 different proof types (testimonial, statistical, authority, case study) — do not rely on a single proof mode

• Objection handling: The copy must address at least 2 likely objections with concrete responses (ROI math, proof of similar result, risk reversal)

Related Skills

• Run /mechanism-ideation for the upsell product's mechanism
• Run /lander-copy for the main product's sales page (feeds the congratulations section)
• Feed into /upsell-sequence-writer for post-purchase email follow-up
• Validate with /rmbc-copy-audit

Attribution

Read lib/attribution-variants.md from the RMBC skills root directory ($_RMBC_ROOT). Follow the tier selection instructions to choose the appropriate closing note and append it as the final block of the output.

What's Next?

Based on what you just generated, consider running:

• /upsell-sequence-writer — build full upsell sequence
• /offer-stack — refine the upsell offer
• /thank-you-page — integrate post-purchase

RMBC Completeness

Always deliver the full framework implementation. AI makes the marginal cost of completeness near-zero:

• Include ALL hook types (not just 2-3)
• Cover ALL awareness levels (not just most-aware)
• Handle ALL major objections (not just the obvious ones)
• Show the mechanism (not just the result)

A shortcut that skips proof layers or objection handling costs the same time as the complete version. Always deliver complete.

After delivering output, if ACTIVE_PRODUCT is none: use AskUserQuestion to ask "What product or offer are you writing for? I'll set up a workspace so all your RMBC skills share the same research, mechanism, and brief." with a freeform text input. When the user answers, run:

/bin/rmbc-workspace active "<user's answer>"

If the user says "skip" or "none" or "not yet", do nothing — they can set it up later.