Marketing Skill for Theme & Plugin Agency

Writing Style Guidelines

Tone & Voice (Non-Negotiable)

Be Human, Not AI:

• Write like a helpful colleague, not a marketing robot

• Use natural language that sounds like a real person wrote it

• Avoid buzzwords: "revolutionary", "game-changing", "seamless", "leverage", "synergy"

• Skip filler words: "basically", "essentially", "simply", "just"

• No excessive punctuation (!!!) or ALL CAPS for emphasis

Emoji Policy:

• Maximum ONE emoji per piece of content (or none)

• Use only when it adds clarity, not decoration

• Prefer text over emoji for important information

What to Avoid:

❌ "🚀 This REVOLUTIONARY plugin will TRANSFORM your workflow!! 💥" ✅ "This plugin handles form submissions automatically, so you can focus on your actual work."

❌ "Simply leverage our seamless integration to unlock game-changing results!" ✅ "Connect it to your email list in two clicks. New subscribers sync automatically."

Folder Structure

When creating marketing content for a product, create this folder structure:

marketing/ ├── 01-slides/ # Visual presentation content │ ├── product-overview-slides.md │ ├── feature-breakdown-slides.md │ ├── use-case-slides.md │ └── free-vs-pro-comparison.md ├── 02-video-scripts/ # Video content │ ├── 01-product-overview.md # 2-3 min explainer │ ├── 02-installation-setup.md # Tutorial │ ├── 03-feature-demos.md # Feature walkthroughs │ ├── short-ads.md # 15s, 30s, 60s scripts │ └── shot-list-template.md # Production notes ├── 03-website-copy/ # Website content │ ├── landing-page.md # Full landing page │ ├── features.md # Feature highlights │ ├── product-description.md # Marketplace descriptions │ ├── faq-content.md # FAQ section │ └── feature-pages/ # Individual feature pages │ └── [feature-name].md ├── 04-email-sequences/ # Email campaigns │ ├── welcome-sequence.md # Onboarding emails │ ├── feature-announcement.md # New feature emails │ ├── free-to-pro-upgrade.md # Upgrade campaigns │ └── re-engagement.md # Win-back emails ├── 05-social-media/ # Social content (separate files per platform) │ ├── twitter-posts.md # Twitter/X content │ ├── linkedin-posts.md # LinkedIn content │ ├── facebook-posts.md # Facebook content │ └── instagram-captions.md # Instagram content ├── 06-sales-materials/ # Sales enablement │ ├── one-pager.md # Quick sales sheet │ ├── objection-handling.md # Sales FAQ responses │ ├── feature-comparison-chart.md # Competitive comparison │ ├── roi-calculator-content.md # Value justification │ └── testimonials.md # Customer quotes ├── 07-brand-assets/ # Brand guidelines │ ├── persona-profiles.md # Target customer profiles │ ├── messaging-guide.md # Voice and messaging │ └── seo-keywords.md # Keywords and meta content └── README.md # Index and quick reference

Instructions

1. Always Start with Personas

Before creating content, define 3-5 target personas in 07-brand-assets/persona-profiles.md :

Persona: [Name]

Demographics

• Role, Age, Team Size, Industry, Technical Level

Goals

• What they want to achieve

Pain Points

• Problems they face (be specific, not generic)

Why Product Appeals

• Feature-to-benefit mapping

Key Message

"One sentence that resonates with this persona"

Content They Respond To

• Types of content that work

2. Product Descriptions

Lead with benefits, not features:

❌ "Includes auto-moderation feature" ✅ "Stop spam automatically — so you can focus on growing your community"

Power words to use wisely: effortless, powerful, stunning, instant, automatic Words to avoid: revolutionary, game-changing, seamless, leverage, synergy, cutting-edge

3. Feature Highlights

Transform every feature into a benefit using:

• "so you can..."

• "which means..."

What It Does: [Feature description - plain language]

The Benefit: [Outcome] — so you can [user benefit].

Why It Matters:

• [Feature detail], which means [benefit]
• [Feature detail], so you can [benefit]

4. Screenshots & Visuals

Requirements:

• Use real screenshots from local development environment

• Show actual product UI, not mockups

• Annotate with arrows or highlights for clarity

• Crop to relevant area (no full-screen captures)

• Ensure no sensitive data visible

• Use consistent browser/window size

Before creating visual content, ask:

"Do you have a local development setup where we can capture real screenshots? I'll need access to take authentic product images."

5. Video Scripts

Structure for each video:

Video Details

• Title, Duration, Purpose, Tone, Target

Script

INTRO (0:00 - 0:XX)

VISUAL: [Description] NARRATOR: "[Script - conversational, not salesy]" ON-SCREEN TEXT: "[Text overlay]"

[SECTION NAME] (X:XX - X:XX)

...

Production Notes

• Visual style
• Music suggestions (upbeat but not overwhelming)
• Screenshots needed (from local dev environment)

6. Social Media (Separate Files Per Platform)

Twitter/X: (twitter-posts.md )

• Hook in first line

• 1-2 key benefits

• One emoji maximum (or none)

• Thread format for longer content

LinkedIn: (linkedin-posts.md )

• Professional tone

• Problem → Solution format

• Statistics and proof points

• No emoji or one maximum

Facebook: (facebook-posts.md )

• Community-focused

• Storytelling approach

• Engagement questions

Instagram: (instagram-captions.md )

• Visual-first (describe image needed)

• Short, punchy captions

• Carousel/Reel ideas included

7. Email Campaigns

Structure each email file with multiple templates:

• Subject line variations (A/B test)

• Full email body (human tone, not salesy)

• CTA options (clear, action-oriented)

8. Sales Materials

One-Pager: Print-ready summary with:

• Problem/Solution (lead with the problem they feel)

• Key features (3-5 max)

• Results/Stats (real numbers when possible)

• Pricing

• CTA

Objection Handling: For each objection:

• Understand (clarifying questions)

• Acknowledge (validate concern genuinely)

• Address (provide information)

• Confirm (check if resolved)

9. Pricing Messaging

Always include accurate pricing from product page:

Quality Checklist

Before completing, verify:

Content Quality

• Personas defined

• All folders created

• Pricing accurate

• Benefits (not just features)

• "so you can..." language used

• Social media split by platform

• Objection handling complete

• README index updated

Tone Check

• Human tone (not robotic/AI-sounding)

• No excessive emojis (max 1 per piece)

• No buzzwords (revolutionary, seamless, etc.)

• No filler words (basically, simply, etc.)

• Reads like a helpful colleague wrote it

• Direct and respectful of reader's time

Visual Content

• Screenshots requested from local dev environment

• No stock photos where real product images should be

• All visuals annotated clearly

• No sensitive data visible