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Use when: + (1) writing Reddit posts for r/openclaw, r/ClaudeAI, or r/ChatGPT, + (2) writing Facebook or Instagram copy for general/consumer audiences, + (3) writing landing page copy or CTAs, + (4) drafting taglines, headlines, or emotional hooks for Signet, + (5) deciding tone/angle for any Signet marketing content. + Covers the two-track strategy (technical vs general audience), the fear/ownership emotional framework, + per-subreddit style guides based on real top post analysis, business model context, and anti-slop guardrails. +--- + +# Signet Content Strategy + +## What is Signet + +Signet is a **portable AI identity system**. Your memory, preferences, context — local, open source, portable across every AI tool (OpenClaw, Claude Code, OpenCode, Codex, Cursor, etc.). + +- Free and open source. No paid tiers. +- Revenue = enterprise installs (managed setup, onboarding, maintenance) +- Stores everything locally in `~/.agents/` — AGENTS.md (identity/instructions) + MEMORY.md (long-term memory) +- Works with any AI coding tool that reads markdown context files + +--- + +## The Two-Track Framework + +### Track A — General Audience (where the money is) +**Who:** ChatGPT/Claude/Gemini daily users. Non-technical. They don't know they own none of their AI data. +**Goal:** Email signups → enterprise pipeline +**Channels:** Facebook, Instagram, landing page +**Tone:** Emotional. Fear + ownership. Intentionally vague (let imagination run wild). Do NOT explain how it works technically. + +### Track B — Technical/Dev Community (where the credibility is) +**Who:** OpenClaw users, Claude Code users, OpenCode/Codex users, automation builders +**Goal:** Recognition, organic spread, contributors, maintainers — not direct revenue +**Channels:** r/openclaw, r/ClaudeAI, GitHub, OpenCode community +**Tone:** Peer-to-peer. They already own their shit. Show the tool, don't pitch it. + +--- + +## Core Emotional Hooks (Track A) + +Lead with fear, resolve with ownership: + +- "Your AI remembers your goals, health, interests, how you think — and you don't own any of it" +- "What happens to your AI's memory if you cancel your subscription?" +- "Years of context, gone overnight" +- "Are you prepared to lose access to your AI tomorrow, forever?" +- "What's your AI worth to you? What's it worth to them?" +- "Your digital identity lives on someone else's server" +- "Take ownership of your digital identity before it's too late" + +The resolution is always: "Here's a free tool that gives control back to you." + +--- + +## Reddit Style Guide + +See `references/reddit-style-guide.md` for full per-subreddit breakdown with real post examples and scores. + +Quick rules: +- Never announce a product. Show a tool, share a problem, tell a story. +- r/openclaw: Showcase (demo/build) or genuine Discussion (frustration/question). Short body. Visual if possible. +- r/ClaudeAI: Practical workflow tips, dense and useful. Frame as "I took Anthropic's idea further." +- r/ChatGPT: Tap existing anger at OpenAI. Fear/ownership angle lands right now. Keep it personal. +- Reply in threads > cold posts. Find pain threads and show up genuinely. +- Never use "introducing", "launching", "we're excited to share" + +--- + +## Landing Page Principles + +- Intentional vagueness at top — let imagination run wild before explaining +- Fear hook first, resolution second +- CTAs: "get started free" (self-serve) + "enterprise support" (paid) +- The timeline narrative (AI regulation chaos Feb 2026 → Jan 2027) works as scroll section or visual + +--- + +## Anti-Slop Guardrails + +Content that fails: +- Technical explanations to non-technical audiences +- "We built X to solve Y" announcement framing +- Buzzwords: "revolutionary", "game-changing", "next-gen", "powerful" +- AI-generated cadence (lists of 5 things, em dashes everywhere, "In conclusion") + +Content that connects: +- Personal voice, first person, specific details +- Show a real thing that exists and works +- Lead with pain the audience already feels +- Let them reach their own conclusion + +--- + +## Landscape Context (for technical posts) + +| Tool | Memory? | Portable? | Notes | +|------|---------|-----------|-------| +| OpenClaw | Yes (rich, local) | No | Best memory but siloed | +| Claude Code | Partial (CLAUDE.md + auto) | No | Per-project/machine, Anthropic-only | +| Codex | No | No | Stateless per-task | +| OpenCode | No (AGENTS.md = project context only) | No | Privacy-first, users pre-qualified | + +Signet fills the gap all four share: portable user identity. Not a replacement — a layer on top. + +For Claude Code: Signet is the natural evolution of ~/.claude/CLAUDE.md — same concept, portable, works everywhere. diff --git a/skills/signet-content-strategy/references/reddit-style-guide.md b/skills/signet-content-strategy/references/reddit-style-guide.md new file mode 100644 index 000000000..3bdd550d6 --- /dev/null +++ b/skills/signet-content-strategy/references/reddit-style-guide.md @@ -0,0 +1,149 @@ +# Reddit Content Style Guide — Signet Marketing + +_Last updated: 2026-03-01 | Based on actual top posts from each subreddit_ + +--- + +## r/openclaw + +**Size:** ~51,760 subscribers +**Vibe:** Tinkerers. Self-hosters. People who actually run OpenClaw day-to-day and want to get more out of it. Friendly but will smell bullshit instantly. + +### What performs well (actual top posts this month): + +1. **"OpenClaw Mega Cheatsheet"** — 1,026 upvotes + - Flair: Showcase + - Type: Image post (visual cheatsheet with external links) + - Why it works: Pure value, no pitch, solves a real friction point. Community reference material. + +2. **"OpenClaw Personal Assistant Device"** — 942 upvotes + - Flair: Showcase + - Type: Video (Pi Zero W push-to-talk build) + - Why it works: Shows something cool you can DO with OpenClaw. Inspires. Demonstrates possibility. + - Body: Short, direct — "built my own personal assistant device that runs OpenClaw. I was curious what the smallest form factor could be..." + +3. **"Does OpenClaw actually do anything for you guys?"** — 217 upvotes, **355 comments** + - Flair: Discussion + - Type: Text post, genuine frustration + - Body: "I keep seeing people hyping OpenClaw but honestly it does absolutely nothing for me... Am I missing some extra config? Or is the hype overblown?" + - Why it works: Authentic, vulnerable, invites the community to help. High comment engagement because everyone relates. + +### Content patterns that work: +- **Showcase**: "here's what I built with it" + short demo or visual +- **Discussion**: genuine question or frustration (not performative, actually curious) +- **Resource/guide**: cheatsheet, tutorial, reference material — zero fluff, maximum utility +- **Short body text** on showcase posts. Let the demo/visual do the talking. + +### What would get Signet traction here: + +**Option A — Showcase post (best bet)** +Title: "Built a persistent identity layer for OpenClaw — your MEMORY.md follows you to Claude Code, OpenCode, anywhere" +Flair: Showcase +Body: Short. "Tired of re-explaining yourself every time I switch tools. Built Signet — AGENTS.md + MEMORY.md that every AI coding tool reads. Works with OpenClaw, Claude Code, OpenCode, Codex. [link/demo]" +- No pitch. Just "here's what I built and why." + +**Option B — Discussion post (trust builder)** +Title: "How are you all handling agent memory? Mine feels like it resets constantly" +Flair: Discussion +Body: Genuine. Describe the pain. Let people reply. Mention Signet in a comment naturally when the time is right, not in the post itself. + +**NEVER do:** +- Marketing copy in the post body +- "Introducing [product]!" style post +- Vague hype without showing the actual thing + +--- + +## r/ClaudeAI + +**Size:** ~543,779 subscribers +**Vibe:** Mixed — power users, devs, casual Claude fans. Wider range than r/openclaw. More mainstream but still technically curious. + +### What performs well (actual top posts this month): + +1. **"Good job Anthropic — you just became the top closed AI company in my books"** — 6,533 upvotes + - Flair: News + - Type: Image (screenshot) + - Why it works: Emotional affirmation. People root for Claude vs OpenAI. Community sentiment. + +2. **"Outside Anthropic Office in SF 'Thank You'"** — 5,523 upvotes + - Flair: Praise + - Type: Video (people showing up at Anthropic HQ) + - Why it works: Viral moment, community pride, emotional + +3. **"Katy Perry subscribes to Claude Pro"** — 1,575 upvotes + - Type: Image, celebrity validation + +4. **"10 Claude Code tips from Boris Cherny (Claude Code creator)"** — highly engaged + - Type: Text post, detailed workflow tips + - Body: Full breakdown of 10 practical tips. Dense, useful, actionable. + - Why it works: Practical value for power users. Tips from credible source. + +### Content patterns that work: +- **News/moments**: things happening in the AI world that affect Claude users +- **Practical tips**: dense, specific, actually useful workflow content +- **Community sentiment**: celebrating Claude, criticizing OpenAI/competitors +- **Comparisons that favor Claude** + +### What would get Signet traction here: + +**Best angle: practical workflow post** +Title: "Your ~/.claude/CLAUDE.md is a great idea — here's what happens when you make it portable" +Body: Acknowledge that CLAUDE.md is useful. Explain the limitation (per-machine, Anthropic-only). Introduce Signet as the natural extension — same concept, portable, open source, works across tools. Include concrete example: what your AGENTS.md looks like, how it auto-loads in Claude Code. +- Frame it as: "I loved what Anthropic built here and took it further" +- NOT: "Claude Code's memory sucks, use this instead" + +**Also works:** Posting in threads where people complain about memory/context loss. Natural reply with "this is exactly why I built Signet." + +--- + +## r/ChatGPT + +**Size:** ~11,388,514 subscribers (massive) +**Vibe:** Volatile right now. Strong anti-OpenAI sentiment. Users feeling betrayed by price increases, paywalls, enshittification. + +### What performs well (actual top posts this month): + +1. **"Cancel and Delete ChatGPT!!!"** — 36,216 upvotes + - Flair: News + - Type: Image + - Body: "I think it's time to burn any bridges we had with ChatGPT, cancel your subscription... And if you have to, use an open weights model!" + - Why it works: Channeling mass frustration at OpenAI. #CancelChatGPT energy. + +### Content patterns that work: +- Anti-OpenAI sentiment (especially anything about pricing, data, access) +- "I switched from ChatGPT to X" stories +- Exposing OpenAI practices users didn't know about +- Alternatives and open source options + +### What would get Signet traction here: + +**This is actually the PERFECT environment for Signet's fear/ownership message right now.** + +The "#CancelChatGPT" post having 36k upvotes means there's a massive activated audience who already feel betrayed. They're already asking "what do I do now?" + +**Post angle:** +Title: "ChatGPT has years of your memory, your habits, your health info. What happens to it if you cancel? (and what I'm doing about it)" +Body: Describe the specific problem — you've told ChatGPT things over years. Your goals. Your health. Your way of thinking. And you own none of it. Introduce Signet as the "what I'm doing about it" — completely free, open source, your data stays on your machine. Keep it personal and direct. + +**Alternative angle:** +Title: "What happens to your ChatGPT memory if they raise prices to $100/month or you get banned?" +Pure fear/urgency. Short body. "Asking for a friend who just looked at how much context they've built up over 2 years." + +**NEVER do here:** +- Technical explanations of how Signet works +- Anything that sounds like a product launch +- Developer jargon + +--- + +## Cross-Subreddit Rules + +1. **Never announce a product.** Show a tool, share a problem, tell a story. +2. **r/openclaw = show your work.** Demo > words. +3. **r/ClaudeAI = practical workflow content.** Tips and real usage beat hype. +4. **r/ChatGPT = tap existing anger.** You don't need to create the emotion, it's already there. +5. **One post per subreddit per topic.** Don't carpet bomb. +6. **Reply in threads > cold posts.** Find existing pain threads and show up genuinely. +7. **Never mention "marketing" or "we're launching" language.** Write like a developer sharing something they built. +