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 referenceInstructions
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 work2. 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:
| License | Price | Sites |
|---------|-------|-------|
| Single | $XX/yr | 1 site |
| 5 License | $XX/yr | 5 sites |
| Developer | $XX/yr | Unlimited |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