DTC Stack Cheat Sheet

The DTC Stack on one page. Read the nine rules once, then keep the command table open while you work. The longer setup guides are linked at the bottom.

Open your DTC Stack folder in Claude Code (cd into it, then run claude) and type / to see every command. The folder looks like this.

dtc-stack/
  START_HERE.md
  brand/              your Brand Brain
  skills/             one folder per skill
  .claude/commands/   the slash commands

The rules

1. Build the Brand Brain first

/brand-brain

Every skill reads your brand/ folder. The interview takes one to two hours, once, and writes your voice, personas, products, objections and guardrails into files. Skills still run without it, but the copy reads like generic AI.

2. One job, one command

Each skill does one job. Find yours in the table below, run its command, and answer the intake questions. You don't need to write a prompt or tell it which brand files to read.

3. Give it live numbers

/customer-intel

Connect Shopify, Klaviyo and your review app, and this writes CUSTOMER_INTELLIGENCE.md, which the other skills read. It only reads from your tools. If nothing is connected yet, paste exports and it works from those.

4. Fix the brand file, then run it again

When a draft misses, the cause is usually a thin brand file. If the tone is off, add examples of how you write to voice_and_tone.md. If it makes a claim you can't make, add the rule to guardrails.md. If an objection gets a weak answer, add the proof to objections.md. Every later run picks up the change.

5. Correct it once

Tell the skill what's wrong in plain words, like "we never say wellness journey." It fixes the draft and adds the preference to feedback.log in its folder, which it reads at the start of every run.

6. Use real customer words

/review-mining

Paste 20 to 50 reviews and get ad hooks, subject lines and product page copy in your customers' own language. Testimonials and review quotes in your ads should come from real customers, and this is where you get them.

7. Nothing goes live without you

Customer Intel, both Klaviyo skills and BFCM read your store and Klaviyo and never write to them. /dtc-ad-creative asks before every change in Meta, and new ads start paused or as drafts. /shopify-page-builder pushes to an unpublished theme. /agentic-commerce shows you a diff and asks before it changes product data. You publish, schedule and send.

8. Check the Brand Brain before a big push

/brand-brain-health-check

It scores your brand files and finds contradictions, gaps and stale facts. Run it before a launch or a sale, and add new products, objections and proof each quarter. Running /brand-brain again also scores the files and walks you through fixing the weakest one.

9. Stay current

/dtc-upgrade

It checks for new skill versions and installs them in place. Updates replace SKILL.md files only. Your brand/ files and feedback.log history stay as they are.

Which command for which job

Foundation

I want to...	Run
Build or fix my Brand Brain	`/brand-brain`
Find gaps and contradictions in my Brand Brain	`/brand-brain-health-check`
Pull live store, email and review data into one file	`/customer-intel`
Install skill updates	`/dtc-upgrade`

Email and retention

I want to...	Run
Build Klaviyo flows (welcome, abandoned cart, post-purchase, win-back)	`/klaviyo-flow-architect`
Plan and write a campaign calendar	`/klaviyo-campaign-engine`
Cut subscription churn, or build a cancel flow or loyalty program	`/retention-optimizer`
Plan, run and debrief Black Friday and Cyber Monday	`/bfcm`

Product pages and search

I want to...	Run
Write a full product page, all nine sections	`/product-page-engine`
Get product pages found in Google and by AI shopping agents	`/pdp-seo`
Write SEO copy for collection pages	`/collection-seo`
Get my store cited in ChatGPT, Perplexity and Google AI Overviews	`/geo-engine`
Get my catalog ready to sell inside AI assistants	`/agentic-commerce`
Turn a design or finished copy into Shopify theme sections	`/shopify-page-builder`

Ads and landing pages

I want to...	Run
Write ads and creative briefs, or find out why ads are fading	`/dtc-ad-creative`
Make static ad images or image prompts in 45 formats	`/static-ad-prompt-engine`
Write a landing page, pre-sell page or quiz funnel	`/landing-page-copy`

Content and social

I want to...	Run
Turn customer reviews into hooks, subject lines and page copy	`/review-mining`
Plan social content or run a UGC creator program	`/social-ugc`
Write SEO blog posts that feature my products	`/blog-content`

Operations and research

I want to...	Run
Audit my store's conversion path, homepage to checkout	`/cro-audit`
Turn support tickets into help articles and agent macros	`/cx-help-center`
Tear down a competitor or find the ads they keep running	`/competitor-intel`
Find creators and set up an affiliate program	`/influencer-affiliate`

Put the rules together

Three common jobs, each as a chain of commands and as one prompt you can paste. The prompt version names each skill's file, so it also works in Cursor and Windsurf.

Your first afternoon

/brand-brain
/review-mining
/product-page-engine

Build the Brand Brain from your site, mine your reviews for the words customers use, then rewrite your best seller's product page with both. You finish with a Brand Brain and one page ready to paste into Shopify.

Read skills/commerce-intelligence-system/SKILL.md and interview
me to build my Brand Brain. Our site is [URL]. When it's done,
read skills/review-mining-playbook/SKILL.md and mine the reviews
in reviews.csv. Then read skills/product-page-engine/SKILL.md
and rewrite the product page for [product] using the Brand Brain
and the review findings.

A pre-sell page for a new ad angle

/competitor-intel
/landing-page-copy
/shopify-page-builder

Competitor Intel's Meta Ad Library mode finds a landing page that competitors' long-running ads keep pointing to and writes a Landing Page Structure Brief. Landing Page Copy writes a Type 1 pre-sell page in that order, in your voice, with your proof. Shopify Page Builder's Playbook 5 shows you an HTML preview, then pushes native sections to an unpublished theme. Keep only the structure. The competitor's copy, claims and reviews stay out.

Read skills/competitor-intel/SKILL.md and run Meta Ad Library
Research mode for [competitor 1] and [competitor 2]. Write a
Landing Page Structure Brief for the page their longest-running
ads point to. Then read skills/landing-page-copy-system/SKILL.md
and write a Type 1 pre-sell page from that brief for this ad:
[ad copy]. Then read skills/shopify-page-builder/SKILL.md and
build it with Playbook 5.

The Monday ad refresh

/customer-intel
/dtc-ad-creative
/static-ad-prompt-engine
/dtc-ad-creative

Refresh the numbers, then run Ad Diagnostic mode to find ads whose frequency is over 3.0 and whose CTR fell more than 15% in a week. Make four replacement statics for each, run the pre-push checks, and push the ones you pick. With Meta's MCP server or CLI connected, the push happens in the chat, and you approve each change. Without one, paste an Ads Manager export and upload the new ads yourself. The full version is in Monday Ad Op.

Read skills/customer-intelligence-engine/SKILL.md and refresh
customer intelligence. Then read skills/dtc-ad-creative/SKILL.md
and run Ad Diagnostic mode on last week's Meta ads. For each
fading ad, read skills/static-ad-prompt-engine/SKILL.md and make
four replacement statics. Show me the replacements, run the
pre-push checks, and ask before you change anything in Meta.

Not using Claude Code?

The slash commands only work in Claude Code. In Cursor or Windsurf, open the DTC Stack folder and use the prompt versions above. In claude.ai, create a Project, upload the skill's SKILL.md and your brand/ files, and ask for what you need in a new chat.

The longer guides

Questions? Email hello@dtcskills.com. Don't have the DTC Stack yet? See what's in it.