petrogurcak/ig-content

🚨 CRITICAL RULE #1: NO FRAMEWORK LABELS IN OUTPUT

BANNED WORDS - Never write these: HOOK: SUBSTANCE: PAYOFF: BEFORE: AFTER: BRIDGE: How: Result: The problem: The solution: POZNÁMKY:

Why: User needs CLEAN TEXT to copy-paste, not a labeled template.

Exception: Story 1:, Story 2: are OK for carousel posts (content labels, not framework labels).

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📱 POST TYPES

Single Post (default)

Trigger: "post", "caption", or nothing specific
Output: One flowing text block in code block

Varianta 1 - Problem/Solution

Most café machines break down twice a year.

This one? Zero pump failures.
Because there's no pump to fail.

[...flowing text...]

DM us 📩

Carousel Post

Trigger: "carousel", "slides", "swipe post", "[X] slides"
Output: Separate slide blocks in code block

Varianta 1 - (3 slides)

Story 1:
Most café machines break during rush hour.
Pumps fail. €800 repairs.

Story 2:
Rocket Boxer Evo? Zero pump failures.
Thermosiphon = nothing to break.

Story 3:
Built for cafés that can't afford downtime.
DM us 📩

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📝 OUTPUT FORMAT

Every request must return:

1. 3-5 complete variants (not just 1)
2. Each variant in a visual box (see format below)
3. Named clearly: "Varianta 1 - Problem/Solution (doporučuji)"
4. Zero framework labels (HOOK, SUBSTANCE, PAYOFF = forbidden)
5. Story X: format only for carousels
6. Ready to copy-paste (no placeholders, no [TODO])
7. Brief recommendation at end

📋 CODE BLOCK FORMAT (CRITICAL!)

Each variant MUST be wrapped in a code block with copy button:

Format for EACH variant:

**Varianta 1 - Problem/Solution (doporučuji)**

Most café machines break down twice a year.

This one? Zero pump failures. Because there's no pump to fail.

Rocket Boxer Evo uses thermosiphon circulation. 30% quieter than pump-driven machines.

DM us 📩 #rockettespresso

Rules for code blocks:

• ✅ Title OUTSIDE code block: **Varianta X - Type**
• ✅ Empty line after title
• ✅ Triple backticks: ```
• ✅ Copy content INSIDE code block (ready to paste to Instagram)
• ✅ Triple backticks to close: ```
• ✅ TWO empty lines between variants

Example output with 3 variants:

**Varianta 1 - Problem/Solution (doporučuji)**

Most café machines break down twice a year.

This one? Zero pump failures. Because there's no pump to fail.

Rocket Boxer Evo uses thermosiphon circulation. 30% quieter than pump-driven machines.

DM us 📩 #rockettespresso

**Varianta 2 - Ultra Short**

Zero pump failures. Because there's no pump.

Thermosiphon = no breakdowns.

DM for specs 📩

**Varianta 3 - Question Hook**

Why does morning espresso taste different?

Same beans. Same barista. Different results.

Temperature inconsistency kills shots.

DM for demo 👇

**Moje doporučení:**
Varianta 1 = best storytelling
Varianta 2 = shortest
Varianta 3 = most engagement

Why code blocks?

• ✅ Copy button appears in corner (one-click copy!)
• ✅ Preserves exact formatting (line breaks, spacing)
• ✅ Easy to see what to copy
• ✅ Professional looking
• ✅ User can click "Copy" and paste directly to Instagram

Good variant names:

• "Varianta 1 - Problem/Solution (doporučuji)"
• "Varianta 2 - Ultra Otto (shortest)"
• "Varianta 3 - Question Hook"
• "Varianta 4 - Carousel (5 slides)"

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🎯 OTTO BOHUŠ PRINCIPY (apply to all copy)

1. Konkrétní čísla, ne adjektivy

❌ "Kvalitní firma s dlouholetou tradicí"
✅ "Za 24 hodin opravíme kávovar nebo sleva 50%"

❌ "Velmi tichý provoz"
✅ "30% tišší než konkurence"

2. Benefity, ne vlastnosti

❌ "13.2L měděný bojler"
✅ "Drží teplotu při 200+shot rushes"

❌ "Termosifon technologie"
✅ "Žádná čerpadla = žádné poruchy čerpadel"

3. Zakázaná slova (odstraň vždy)

❌ kvalitní, profesionální, moderní, inovativní, prémiový, unikátní, nejlepší

4. Triáda (groups of 3)

✅ "Tichý. Spolehlivý. Tvůj."
✅ "Žádné čerpadlo. Žádné poruchy. Žádné starosti."
✅ "Pastel. Matte. Metallic."

5. Krátké věty (<20 slov)

❌ "Náš kávovar používá pokročilou thermosifon technologii, která zajišťuje, že..."
✅ "Thermosifon cirkulace. Žádné čerpadlo. Nic se nerozbije."

5a. Interpunkce - Stories vs Posts (CRITICAL!)

IG POSTS (feed) - tečky jsou OK:

Most café machines break down twice a year.

This one? Zero pump failures.
Because there's no pump to fail.

✅ Souvislý text = tečky pomáhají čitelnosti

IG STORIES (slides) - minimum teček:

Story 1:
Custom treatment
Not basic service

Story 2:
White. Walnut. Chromium
La Marzocco Strada EP

✅ Každý slide = vizuální element ✅ Tečky ruší flow (except triády)

Výjimka - Triády s tečkami:

White. Walnut. Chromium.

✅ Tečky vytváří rhythm v triádě ✅ Ale POUZE pro triády (groups of 3)

Pravidlo:

• Posts → tečky jsou součást flow
• Stories → minimum teček (except triády)
• Poslední řádek slide → BEZ tečky (vždy!)

6. Psychologické triggery

Scarcity:

• "Pouze 3 kusy na skladě"
• "Poslední šance do půlnoci"
• "Pro prvních 10 zákazníků"

Social Proof:

• "147 kaváren v Praze používá"
• "Trusted by Cafe Savoy, Manifesto, Kavárna Plavka"
• "4.9/5 z 230+ reviews"

Reciprocity:

• "Pošleme ti 3 recepty zdarma"
• "Free delivery při objednávce nad 5000 Kč"
• "Bonus: gratis tamper v hodnotě 890 Kč"

7. Jeden jasný CTA

❌ Více CTA v jednom postu
✅ Jedna hlavní akce: "DM us 📩" nebo "Link v bio" nebo "Rezervuj si demo"

8. Konverzační tón

❌ "Naše společnost nabízí špičková řešení"
✅ "Tohle je nejjednodušší způsob jak..."

9. White space (Instagram)

✅ Krátké odstavce (2-3 řádky)
✅ Mezery mezi sekcemi
✅ Čitelnost na mobilu

10. Emoji strategicky

✅ Na konci (CTA): "DM us 📩"
✅ Bullet points: 🔸 🔹 ⚡
❌ V těle textu (ruší flow)

11. Hashtag Strategy (CRITICAL!)

VŽDY přidej 3-5 relevantních hashtagů na konec KAŽDÉHO postu!

Mix strategie:

• 1-2 broad hashtags (100k+ posts): reach
• 2-3 niche hashtags (10k-50k posts): engagement
• 1 brand/unique hashtag: identity

Jak generovat:

1. Analyzuj obsah postu (produkt/téma/industry)
2. Identifikuj niche keywords
3. Mix broad + specific
4. Relevance > popularity
5. Lowercase, no spaces: #keyword

Examples by niche:

Coffee/Café:

Broad: #coffeeshop #espresso #barista
Niche: #specialtycoffee #lamarzocco #thirdwavecoffee
Brand: #praguespecialtycoffee #coffeeroaster

B2B/Tech:

Broad: #business #technology #saas
Niche: #productmanagement #startuplife #b2bmarketing
Brand: #yourbrandname #industryspecific

Food/Restaurant:

Broad: #foodie #restaurant #finedining
Niche: #farmtotable #cheflife #pragueeats
Brand: #restaurantname #czechcuisine

Rules:

• ✅ 3-5 hashtags (more = spam look)
• ✅ Relevantní k obsahu
• ✅ Mix broad + niche
• ✅ Na konci (after CTA, before emojis)
• ✅ Lowercase, no emojis in hashtag
• ✅ Research: check if hashtag exists & is active
• ❌ Generic spam (#love #instagood #photooftheday)
• ❌ Nerelevantní hashtags
• ❌ Hashtags v těle textu
• ❌ Banned/spam hashtags

Format in post:

[Post content with hook-substance-payoff]

DM us 📩

#relevant #niche #hashtags #max5

Stories: NO hashtags (ruší vizuál, lepší je location tag nebo mention)

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🎬 STORYTELLING FRAMEWORKS (internal use only)

Never write framework names in output! Use them to structure your thinking.

Quick Reference:

7-Sentence Framework (daily posts)

• 1 věta: Kontext
• 2 věty: Problém
• 2 věty: Řešení
• 1 věta: Výsledek
• 1 věta: Ponaučení

Before-After-Bridge (product launches)

• Before: Current problem state
• After: Ideal state
• Bridge: How to get there

Problem-Agitate-Solve (sales)

• Problem: Introduce issue
• Agitate: Make it worse (emotions)
• Solve: Present solution

For full framework details, see: references/storytelling-frameworks.md

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🔄 WORKFLOW

Step 1: Identify Post Type

• User said "carousel"/"slides"? → Carousel format
• User said "post"/"caption" or nothing? → Single post

Step 2: Choose Framework (internal)

• Daily content → 7-Sentence
• Product launch → Before-After-Bridge
• Sales → Problem-Agitate-Solve
• Brand story → Hero's Journey or Pixar
• Values → Golden Circle

Step 3: Apply Otto Principles (internal)

• Replace adjectives with numbers
• Convert features to benefits
• Remove banned words
• Add triads
• Use psychological triggers
• Keep sentences <20 words

Step 4: Write Clean Copy

• NO framework labels (HOOK, SUBSTANCE, PAYOFF)
• YES Story 1, 2, 3 if carousel
• WRAP each variant in code block (triple backticks)
• Title OUTSIDE code block
• 3-5 complete variants
• Name each variant
• TWO empty lines between variants
• End with recommendation

Step 5: Final Check

• [ ] Post type correct? (single vs carousel)
• [ ] Zero framework labels?
• [ ] 3-5 variants?
• [ ] Each variant in code block? (```)
• [ ] Title OUTSIDE code block?
• [ ] 3-5 relevant hashtags added? (after CTA)
• [ ] Interpunkce correct? (Posts = tečky OK, Stories = minimum)
• [ ] TWO empty lines between variants?
• [ ] All Otto principles applied?
• [ ] Concrete numbers used?
• [ ] Banned words removed?
• [ ] Ready to copy-paste?

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📋 INSTAGRAM BEST PRACTICES

Hook (first 3-5 lines):

• Stop the scroll
• Question, bold claim, or conflict
• Examples: "Why do machines break at 8 AM?", "Most baristas waste €500/year", "You're overdosing every shot"

Substance (75-80% of post):

• Deliver value promised in hook
• Use specific numbers and facts
• Show transformation or solution
• Keep paragraphs 2-3 lines max

Payoff (last 2-3 lines):

• Fulfill hook promise
• Clear CTA
• 3-5 relevant hashtags (after CTA)

Interpunkce - Posts vs Stories:

• Posts: Tečky jsou součást flow (OK)
• Stories: Minimum teček (ruší vizuál)
• Výjimka: Triády s tečkami pro rhythm

Hashtags:

• Always include 3-5 relevant hashtags
• Mix broad (reach) + niche (engagement)
• Place at END of post (after CTA)
• Research relevance before using
• NO hashtags in Stories (use location/mention instead)

Carousel specific:

• First slide = strongest hook
• Each slide = self-contained idea
• Last slide = clear CTA
• 3-10 slides optimal
• Stories slides: Minimize punctuation (except triads)

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🎯 EXAMPLES

Single Post Example:

Varianta 1 - Problem/Solution

Your grinder wastes €500 annually.

Every overdose adds up:
0.5g per shot × 200 shots/day × 365 days = 36.5kg wasted.

Built-in scales fix this.
Pay for themselves in 6 months.

Ready to save?
DM us 📩

#coffeeshop #barista #specialtycoffee #coffeeequipment

Varianta 2 - Question Hook

Why does morning espresso taste different?

Same beans. Same barista. Different results.

Temperature inconsistency kills shots.

Strada X1 reads puck 40x/second.
Adjusts automatically.
Perfect extraction. Every time.

DM for demo 👇

#espresso #lamarzocco #coffeepro #baristaskills

Moje doporučení: Varianta 1 = best for showing ROI Varianta 2 = best for engagement

Carousel Example (Stories format):

Varianta 1 - (3 slides)

Story 1:
€800 repair bills killing your margin

Pumps fail
Seals leak
Downtime costs more

Story 2:
Rocket Boxer Evo eliminates this

No pump = no failures
Thermosiphon circulation
40% fewer service calls

Story 3:
Built for cafés that can't afford downtime

DM for specs 📩

Moje doporučení: Notice: Minimal punctuation in stories for clean visual Hashtags: Better to use location tag or @mention instead

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⚡ QUICK TIPS

Iterate easily:

• "Zkrať to"
• "Přidej více čísel"
• "Změň hook na question"
• "Udělej carousel místo single post"

Mix & Match:

• "Vezmi hook z Varianty 1 a substance z Varianty 3"
• "Kombinuj PAS framework s question hookem"

Specify:

• "V češtině" / "In English"
• "Přesně 5 slidů"
• "Ultra krátký Otto styl"
• "Více storytelling, méně hard sell"

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🚫 NEVER DO

❌ Output framework labels (HOOK:, SUBSTANCE:, PAYOFF:)
❌ Only 1 variant (always 3-5)
❌ Forget code blocks around variants (must use triple backticks!)
❌ Put title INSIDE code block (title must be outside!)
❌ Variants without clear separation (need code blocks!)
❌ Posts without hashtags (always add 3-5 relevant ones!)
❌ Generic hashtags (#love #instagood = spam)
❌ Too many periods in stories (ruší vizuál)
❌ Placeholders [Your Brand], [TODO], [Fill This]
❌ Generic words (quality, professional, modern)
❌ Long sentences (>20 words)
❌ Multiple CTAs in one post
❌ Vague claims without numbers

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✅ ALWAYS DO

✅ 3-5 complete variants
✅ Wrap each variant in code block (triple backticks ```)
✅ Title OUTSIDE code block (**Varianta X - Type**)
✅ TWO empty lines between variants
✅ Add 3-5 relevant hashtags to EVERY post (after CTA)
✅ Posts: Tečky jsou OK (flow)
✅ Stories: Minimum teček (except triády)
✅ Zero framework labels
✅ Concrete numbers instead of adjectives
✅ Benefits instead of features
✅ Short sentences (<20 words)
✅ One clear CTA
✅ Triads (groups of 3)
✅ White space (Instagram)
✅ Conversational tone
✅ Psychological triggers
✅ Name each variant clearly
✅ Brief recommendation at end

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📚 REFERENCE FILES

• Hook formulas (50+): references/hooks.md
• Real examples: references/examples.md
• Storytelling frameworks (internal use): references/storytelling-frameworks.md

Plugin-shared references:

• Otto principles (universal): ../../core-copywriting-principles.md
• 365 copy triků (Mužíková): ../../365-copy-triky.md — micro-tipy pro hooks, CTAs, anti-clichés

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🔗 Related Skills

• ig-strategy — IG planning, formats, technical setup, engagement, monetizace. Invoke when user shifts from writing to "co/kdy točit".
• ig-orchestrator — IG family router. Auto-invokes ig-content for writing requests.
• storytelling — generic storytelling frameworks (ABT, SB7, 9 SM frameworks). Used internally for framework selection.
• copywriting-orchestrator — top-level router for non-IG copy.
• marketing:sell-like-crazy — when IG post is conversion-driven (DM funnel, link-in-bio sales, launch promo), apply Phase 4 (Godfather Offer compression in caption) and Phase 6 (VSL pattern interrupt + agitation in 3-slide carousel structure). Reference banka with 27 frameworks: plugins/marketing/sell-like-crazy.md.

Future siblings (planned): ig-reels, ig-stories, ig-carousel, ig-ads, ig-analytics.

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Remember: Framework = your internal tool. Output = clean copy for user. NEVER confuse the two.