Brief — Organic Repurpose: Pattern Callout (Sloane)
Date: 2026-06-08 From: Cade (Media Buyer) → Sloane (Producer / copy) Decision: Kathryn confirmed — repurpose Pattern Callout A as organic content. (Product Shot rejected — it's a price card, wrong job for organic.)
Why this exists
We turned off two non-converting SLO ads on 6/7. "Didn't convert as a cold-traffic paid ad" ≠ "bad content." Pattern Callout A is a felt-pain hook — it had the highest CTR of the four early on (5.56%) and the message invites recognition. That's exactly what earns organic reach (comments, shares, saves). We're getting a second life out of work already produced, and warming the page audience / feeding retargeting as a bonus.
Source creative: ads/pattern-callout-a-feed.html. On-creative text:
You've written this proposal before. / Same structure. Same sections. / Still building it from scratch. / 52 Claude Skills. $7.
The image goes up as-is (we're testing whether the message/visual resonates — changing it changes the experiment). Only the caption and link treatment are yours.
The job (one job per post)
Stop the scroll with recognition, earn a comment/save, and softly point to the offer. This is NOT a hard-sell post.
Link treatment (non-negotiable): Facebook suppresses reach on posts with outbound purchase links in the body. So:
- No purchase link in the post body.
- Put the offer link in the first comment (or pinned comment), with UTMs (below).
- Caption ends with a soft cue ("link in comments" / "I'll drop the link below").
Channels
| Channel | Treatment | Who builds |
|---|---|---|
| Facebook (page) | Primary. Value-first caption, link in first comment. | Sloane (this brief) |
| Same caption, same image — one Meta push. "Link in bio" instead of link-in-comments (IG kills clickable comment links). | Sloane (this brief) | |
Separate treatment — do NOT reuse the FB caption. Per standing rule, LinkedIn runs through linkedin-post-writer-SKILL.md, image as its own screenshot-ready file. Same Pattern Callout angle, LinkedIn-native build. | Sloane, as a separate step via the LI skill (not in this brief) |
Destination + UTMs
All links point to the offer with source tags so we can attribute organic sales:
- Facebook:
https://52aiskills.com/?utmsource=facebook&utmmedium=organic&utmcampaign=organic-repurpose&utmcontent=pattern-callout - Instagram (bio link):
https://52aiskills.com/?utmsource=instagram&utmmedium=organic&utmcampaign=organic-repurpose&utmcontent=pattern-callout - LinkedIn (separate step):
utmsource=linkedin&utmmedium=organic&utmcampaign=organic-repurpose&utmcontent=pattern-callout
Voice + rules
- Calm authority, pattern-revealing, grounded. No hype, no exclamation, no fear-bait. Reads like a peer posted it.
- Use: deploy, build, skill, system, output, download, upload, finished. Avoid: leverage, synergy, coaching, mindset, journey, crush it, game-changer.
- Numerals ("52", "$7"), not spelled-out. No "honest"/"clean"/"quiet."
- The product over-delivers — let the proof carry it.
Deliver
- Facebook caption + the first-comment text (with link).
- Instagram caption (same angle; "link in bio" cue).
- (Separate step) LinkedIn version via
linkedin-post-writer-SKILL.
QC before Kathryn sees it
Recipient-first read (as the scrolling 30–65 consultant) → pride gate → business-aos/reference/brand/copy-qc.md (11-pattern) → linkedin-sentence-editor.md (8-rule). Report specifically what was checked and found. Kathryn approves before anything posts.