/drew-sucks-framework

name: drew-sucks-framework
description: "Knowledge base from \"The SUCKS Framework — How to write well for the internet\" by Kieran Drew. Use when applying Drew's copywriting frameworks for online writing, persuasion, content, emails, sales pages — Specific, Useful/Unique/Undeniable, Clear/Curious/Conversational, Kept simple, Structured — studying the book or referencing its concepts."
allowed-tools:
  - Read
  - Grep
argument-hint: [topic, framework name (e.g. SUCKS, Rule of One, proof stack), or chapter number]

The SUCKS Framework — How to Write Well for the Internet

**Author**: Kieran Drew | **Pages**: ~17 | **Chapters**: 9 | **Generated**: 2026-06-08

How to Use This Skill

• **Without arguments** — load the core SUCKS frameworks below for reference.
• **With a topic** — ask about `curiosity`, `proof stack`, `editing`, `specificity`, etc.; I find and read the relevant chapter.
• **With a chapter** — ask for `ch04`; I load that specific chapter.
• **Browse** — ask "what chapters do you have?" to see the full index.

When you ask about a topic not covered in Core below, I'll read the relevant chapter file before answering.

---

Core Frameworks & Mental Models

The SUCKS Framework (the master checklist)

A pre-publish audit. Draft freely, then run any piece through six questions:

• **S — Specific?** Vagueness makes readers uncertain, and uncertain people don't act.
• **U — Unique, Useful, Undeniable?** Solve real pain, be un-copyable, and prove it.
• **C — Clear, Curious, Conversational?** Easy to understand, impossible to stop reading, sounds human.
• **K — Kept simple?** With endless noise, the simplest writer wins.
• **S — Structured?** "You gotta look good to get read."

> It's the **80:20 of copywriting** — "the rest is just reps." The name is sticky on purpose: "the idea was to suck people in." For anything longer than an email, aim to tick every box.

S — Specificity (Ch 2)

• **Rule of One**: per piece, pick **One True Fan, One problem, One solution, One story**. "Write to everyone = write to no one."
• **Quantify**: specific, non-round numbers create authority and belief. "I help people lose weight" → "56 clients, avg 21lbs, under 4 months."

U — Useful + Unique (Ch 3)

• Solve real pain AND signal the payoff. Reader is the hero, not you.
• **How To's → How I's**: write from personal perspective; drop daily breadcrumbs so readers relate.
• **Unique Mechanisms**: build named frameworks (like SUCKS) — "take something old, create something new."

U — Undeniable (Ch 4)

• The real marketing question isn't "What's in it for me?" but **"Why should I believe you?"**
• **Persuasion Proof Stack** (weak→strong): Authority by Association → Your Results → **Customer Results** (strongest). Build a habit to save feedback, testimonials, case studies.

C — Clear (Ch 5)

• "Your job is not to say smart things. It's to learn smart things and make them easy to understand." Cleverness serves your ego; clarity serves the reader.
• Edit ≠ write — wait **24 hours**. Then line by line: "What do I mean?" → say that instead.

C — Curious (Ch 6)

• **4 Triggers**: (1) what they want, (2) what they didn't know, (3) open loops, (4) stories.
• Keep a **Surprise Document**. Niche down. "The best storyteller wins."

C — Conversational (Ch 7)

• Write to **one familiar person** (best friend / Gran). Pre-publish: "Would I say this in person?" — if not, rewrite until it sounds like you.

K — Kept Simple (Ch 8)

• Small word > big word; one word > two. Simple ≠ shallow (see Feynman, Paul Graham).
• **3 Editing Tips**: (1) Hemingway, never above grade 4; (2) change screen/state between writing & editing; (3) **1/3rd Rule** — delete a third before publishing.

S — Structured (Ch 9)

• Format for the **skim**: bullets, white space, short paragraphs, headings → a **slippery slope** to the end (where the buying happens).
• **Vary sentence length**; read aloud (or record yourself). "We hear what we read."

---

Chapter Index

| # | Title | Key Frameworks | |---|-------|----------------| | [ch01](chapters/ch01-sucks-overview.md) | The SUCKS Framework — Overview | SUCKS checklist, 80:20 of copywriting | | [ch02](chapters/ch02-specific.md) | S — Specificity Is the Secret | Rule of One, Quantify | | [ch03](chapters/ch03-useful-unique.md) | U — Be Useful and Unique | How-To→How-I, Unique Mechanisms | | [ch04](chapters/ch04-undeniable.md) | U — Be Undeniable | Persuasion Proof Stack | | [ch05](chapters/ch05-clear.md) | C — Clarity Is King | "What do I mean?" edit, 24h rule | | [ch06](chapters/ch06-curious.md) | C — Curiosity Is Key | 4 Curiosity Triggers, Surprise Document | | [ch07](chapters/ch07-conversational.md) | C — Be Conversational | Write to your Gran, "Would I say this?" | | [ch08](chapters/ch08-kept-simple.md) | K — Keep It Simple (Stupid) | 2 simplicity rules, 3 editing tips, 1/3rd Rule | | [ch09](chapters/ch09-structured.md) | S — Structure Is Sexy | Skimmability toolkit, slippery slope |

Topic Index

• **Authority / proof / credibility** → ch04
• **Clarity / being understood** → ch05
• **Conversational tone / voice** → ch07
• **Curiosity / hooks / open loops** → ch06
• **Editing (Hemingway, 1/3rd rule, 24h)** → ch05, ch08
• **Niche down** → ch06
• **Numbers / quantify / specificity** → ch02
• **Personal perspective (How-I)** → ch03
• **Proof Stack / testimonials / case studies** → ch04
• **Rule of One / One True Fan** → ch02
• **Simplicity / cutting / word count** → ch08
• **Storytelling** → ch06
• **Structure / formatting / skimmability** → ch09
• **SUCKS checklist (overview)** → ch01
• **Unique mechanisms / frameworks** → ch03
• **Usefulness / solving pain** → ch03

Supporting Files

• [glossary.md](glossary.md) — all key terms with definitions
• [patterns.md](patterns.md) — all techniques, ready to apply to a draft
• [cheatsheet.md](cheatsheet.md) — the pre-publish run-through + quick rules

---

Scope & Limits

This skill covers the e-book content o