Handraiser Post Kit — Terminology
Locked Terms
| Term | Means | NOT |
|---|---|---|
| Skill | A Claude .md file the user uploads and runs | App, tool, bot, GPT, template, prompt |
| Run | What the user does with the skill | Use, try, test, execute |
| Practice | The user's business | Company, firm (OK occasionally), business (too generic) |
| Practice owner | The person we're talking to | Founder, entrepreneur, solopreneur, business owner |
| Deploy | What Kathryn does for clients | Implement, deliver, provide, coach |
Voice Rules
One sentence per line. Taki format. Every sentence gets its own line. This creates rhythm and makes the post scannable in a LinkedIn feed.
The teaching story pattern:
- I built/tested something specific
- Here's what it found (numbers)
- Here's what surprised me
- It was right
- It's free
No selling in the gift channel. The post is pure value. No mention of the Intensive, Practice Builders, or Advisory OS services. No link to anything. DMs handle delivery.
Specificity earns trust. "19 open items across four workstreams" not "a bunch of open items." "Two items rolling for weeks" not "some things slipping." Numbers make the skill's value tangible.
Vertical tools signal insider knowledge. Naming Financial Cents, Liscio, or similar vertical-specific tools tells the reader "I know your world." A marketer wouldn't name those tools. A practice operations person would.
Forbidden Constructions
| Don't Write | Write Instead |
|---|---|
| "This powerful skill will transform how you..." | "It found two items rolling for weeks." |
| "Are you tired of..." | [State what they're doing: "scanning Financial Cents, Liscio, Slack, email, and memory before every call"] |
| "Game-changing" / "revolutionary" | [Show the result: "Two minutes. 19 items. 4 workstreams."] |
| "I'm so excited to share..." | "I'm giving it away." |
| "Don't miss out" | "More coming over the next few weeks." |
| "Click here to get your free..." | No links in the post — DMs handle delivery |
| "What if I told you..." | [Just tell them] |
| "Imagine if you could..." | [Show what actually happened] |
| "Stop wasting time on..." | [Name the specific workflow being replaced] |
CTA Voice
The 3-step CTA is direct and explains the reason for each step:
- Connect with me (so I can DM it to you) — the parenthetical explains the ask
- Like this post (so other practice owners find it) — social proof ask, not vanity
- Comment [KEYWORD] below — clear action, capitalized keyword
Closing line: States what they'll receive. "I'll send you the skill and a 2-minute setup guide." Not "You'll receive access to our exclusive free resource."
Image Rules
The image is baked into the HTML reference doc as .handraiser-image. Kathryn screenshots it directly from the browser for LinkedIn.
Dark background (#0a0a0a) — non-negotiable. Stops the scroll against LinkedIn's white feed.
Structure: Campaign label → skill name → input bar → gold arrow → output rows (numbered, gold left border) → time badge → CTA bar with keyword → "Advisory OS" logo.
Output rows must match the skill file exactly — section names, section count, one-line descriptions. The image IS the product preview.
Gold accents (#b79d64): Left borders on output rows, arrow, time badge, CTA keyword. Cormorant Garamond for skill name and numbers. Inter for labels and descriptions.