Source: frameworks/kit-dm-sequence/05-dm-sequence-output-skill.md

DM Sequence Kit — Production Workflow

How to Use This Skill

Follow this workflow in order. Complete the concept brief (01-context.md) before writing. The delivery page must be live before building — DM 1 links to it.

Step 1: Complete the Concept Brief

Open 01-dm-sequence-context.md and fill in every field.

Load before writing anything:

business-aos/reference/core/voice.md — tone, cadence, vocabulary
03-dm-sequence-golden-example.md — structure and patterns to match

Validation gate: Do not proceed until:

Delivery page URL is live and tested
Kathryn's own testing result has specific numbers
Next skill is named with the pain it solves
Trigger word is confirmed

Step 2: Scaffold the HTML

Produces: [##]-[skill-name]-dm.html

Start with the golden example's HTML structure. The CSS is lightweight — copy it directly.

Head

<!DOCTYPE html>
<html lang="en">
<head>
    <meta charset="UTF-8">
    <meta name="viewport" content="width=device-width, initial-scale=1.0">
    <title>DM Sequence — [Skill Name]</title>
    <!-- Google Fonts: Cormorant Garamond + Inter -->
    <!-- CSS from golden example -->
</head>

Metadata Header

<div class="container">
    <h1>DM Sequence — [Skill Name]</h1>
    <p class="meta">
        <strong>Trigger:</strong> Comments [KEYWORD] on LinkedIn post<br>
        <strong>Delivery:</strong> Link to [delivery page URL]<br>
        <strong>Sequence:</strong> 3 messages over ~7 days
    </p>
    <div class="gold-bar"></div>

Step 3: Write DM 1 — Delivery

Job: Deliver the page link + orient them + get a reply.

<div class="dm-card">
    <div class="dm-header">DM 1 — Delivery</div>
    <div class="dm-timing">Send: Within a few hours of comment</div>

    <p>Hey [Name] — thanks for commenting. Here's the skill:</p>

    <p><span class="link">[delivery page URL]</span></p>

    <p>[One sentence: what the page contains.]</p>

    <p>[One tip: which section to look at first and why.]</p>

    <p>[Favor ask: request a reply to confirm download.]</p>

    <p>— Kathryn</p>
</div>

Writing Rules for DM 1

Link placement: Second paragraph. Don't bury it.
Page description: One sentence. "That page has the skill file, setup instructions, and everything you need."
The tip: Point them to the most compelling section of the output. Not the whole thing — one section. "The call playbook section is where it gets interesting."
The favor ask: "Can you do me a favor?" + specific request. "Reply back to let me know you were able to download the skill and add it to Claude." This gets engagement AND confirms delivery worked.
Sign-off: "— Kathryn" — personal.

Step 4: Write DM 2 — Check In

Job: Share value + re-engage if they haven't replied.

<div class="dm-card">
    <div class="dm-header">DM 2 — Check In</div>
    <div class="dm-timing">Send: 3 days after DM 1 (skip if they already replied to DM 1)</div>

    <p>[Direct question: did they run it yet?]</p>

    <p>[Kathryn's own result: specific finding + numbers + time context.]</p>

    <p>[Curiosity close: invites reply without demanding one.]</p>
</div>

Writing Rules for DM 2

Open with a question, not a check-in. "Did you run it on a client yet?" — not "Just checking in!" or "How are you enjoying the skill?"
Share Kathryn's own result. This is the value. Specific numbers. "Found two action items rolling for weeks. Neither of us had noticed. Four emails in, two minutes." Give them something concrete to compare against.
End with curiosity. "Curious what it surfaced for you" — states interest, doesn't demand a response.
Skip condition: If they already replied to DM 1, this DM adds nothing. They're already in conversation. Skip it.

Step 5: Write DM 3 — Bridge

Job: Frame the series + tease the next skill + get permission.

<div class="dm-card">
    <div class="dm-header">DM 3 — Bridge</div>
    <div class="dm-timing">Send: [X] days after DM 2 (or when they reply)</div>

    <p>[Series framing: "first of X" + what each handles.]</p>

    <p>[Next skill teaser: name the pain, not the feature. Explain WHY the problem exists.]</p>

    <p>[Timing + permission ask.]</p>
</div>

Writing Rules for DM 3

Series framing first. "That brief is the first of five skills I'm building for practice owners. Each one handles a different blind spot." — establishes scope.
Next skill teaser names the pain. Not "Engagement Tracker Lite" — nobody cares about a name they haven't used. "Finds revenue sitting in your existing client base" — that's the pain.
Explain why the problem exists. "The kind that's there but nobody's looking at it because everyone's busy servicing." — the insight earns the interest.
Permission ask. "Drops in about a week. Want me to send it to you directly?" — gets explicit opt-in. Builds the DM relationship.
No selling. Still. No Intensive. No paid anything. Pure value.

Step 6: Write the Notes Section

<div class="section">
    <h2>Notes</h2>
    <ul>
        <li><strong>[DM 1 mechanic.]</strong> [Why the favor ask works.]</li>
        <li><strong>[DM 2 mechanic.]</strong> [Why sharing own result works better than asking if they liked it.]</li>
        <li><strong>[DM 3 mechanic.]</strong> [Why naming the pain works better than naming the feature.]</li>
        <li><strong>No selling in DMs.</strong> [Where the pitch happens instead.]</li>
        <li><strong>If they reply to DM 1 or 2.</strong> [Drop sequence, have real conversation.]</li>
    </ul>
</div>

The notes section documents the mechanics for Kathryn's reference. Each note explains WHY the DM is structured the way it is — not just what to do, but why it works.

Step 7: QC

Run 04-dm-sequence-quality.md against the complete file.

Blocking checks:

Delivery URL is live and correct
Kathryn's result has real numbers
No selling in any DM
Next skill teaser names pain, not feature
Voice is person-to-person, not bot-like

Fix all failures before using.

Step 8: Deliver

Final file: [##]-[skill-name]-dm.html

The ## is the skill number in the series (e.g., 01, 02). Goes to the campaign folder (e.g., content/business/marketing/campaigns/[campaign-name]/).