dude-with-sign-writer

1. Normalize Statements

Format: "Normalize [behavior/thing people feel guilty about]"

Challenges social pressure, gives permission.

Examples:

• "Normalize going to the movies alone"
• "Normalize Irish exit"
• "Normalize taking your lunch break away from your desk"

When to use: Validating something your audience does but feels judged for.

---

2. Stop + Complaint

Format: "Stop [annoying behavior everyone experiences]"

Direct command. No explanation needed. The complaint IS the hook.

Examples:

• "Stop showing sold-out items on your website"
• "Stop making burgers wider, not taller"
• "Stop scheduling meetings that could be emails"

When to use: Calling out universal frustrations. Works best when it's petty but relatable.

---

3. Everyday Observations

Format: "[Simple truth no one says out loud]"

Observational comedy meets social commentary. No command, just stating facts.

Examples:

• "January is the Monday of the year"
• "Finding something to watch shouldn't take longer than watching it"
• "Your inbox isn't a to-do list"

When to use: When you want to sound smart without being preachy.

---

4. Relationship & Social Rules

Format: "[Relationship expectation/boundary stated as law]"

Universal agreements about how people should behave. Works for friendships, dating, work.

Examples:

• "If we start a show together, you don't get to watch episodes without me"
• "If she says she's not hungry, get her extra food anyway"
• "If you're gonna vent, don't get mad when I offer solutions"

When to use: Creating solidarity around unspoken social contracts.

---

5. Pop Culture Commentary

Format: "[Take on pop culture that connects to your topic]"

Reference something trending, make it relevant to your message.

Examples:

• "Jolene, home wrecking"
• "Not everything is an era"
• "Your morning routine is not a personality"

When to use: When you can hijack a cultural moment for your message.

---

6. Mock Instructions / Petty Commands

Format: "[Absurdly specific instruction]"

Like a PSA but sassier. Targets niche frustrations.

Examples:

• "The concert is over, take off your wristband"
• "Empty liquor bottles are not home decor"
• "Reply to emails on the same day, not same week"

When to use: When the complaint is so specific it becomes funny.

---

7. Wordplay & Puns

Format: "[Play on words that makes your point]"

Language twist that's clever without being groan-worthy. Keep it tight.

Examples:

• "A dozen roses is less than a dozen rosés"
• "It's supposedly not supposubly"
• "Espresso yourself"

When to use: When you have a genuinely good pun. Bad puns damage credibility.

---

8. Existential / Rhetorical Questions

Format: "[Question that makes people think]"

Not expecting an answer. The question IS the point.

Examples:

• "How do y'all keep plants alive?"
• "WTF are y'all running from?"
• "Why does 5pm feel like an eternity on Friday?"

When to use: Pointing out absurdity without stating it directly.

---

9. Aspirational / Motivational

Format: "[Permission or encouragement to do the thing]"

Positive spin. Less sarcastic, more empowering.

Examples:

• "This is your sign to do that thing you've been wanting to do"
• "To me, you are perfect"
• "Your side project deserves your main character energy"

When to use: When you want to inspire action, not just complain.

---

10. Calendar & Time Commentary

Format: "[Observation about time/seasons/schedules]"

Everyone relates to calendar weirdness. Universal truth about timing.

Examples:

• "February 29th should be a holiday"
• "Next weekend means the weekend after this one coming up"
• "Sunday night dread shouldn't be a thing"

When to use: Seasonal content or pushing back on arbitrary schedules.

---

11. Everyday Struggles & Complaints

Format: "[Small struggle stated dramatically]"

Over-the-top about something minor. Self-deprecating but relatable.

Examples:

• "My tummy hurts, but I'm being brave about it"
• "You're not going to wake up early to finish packing"
• "I need a vacation from my vacation"

When to use: When you want to be vulnerable and funny at the same time.

---

12. Values & Bigger Themes

Format: "[Core belief stated simply]"

Philosophical but still punchy. Your worldview in one line.

Examples:

• "Talking shit together is a love language"
• "Earth Day is greater than every day"
• "Work smarter, not longer"

When to use: When you need to state your position clearly without being preachy.

---

Step 1: Pick Your Pattern

Don't overthink. Choose based on:

• Normalize = Validating something taboo
• Stop = Universal complaint
• Observation = Stating the obvious cleverly
• Rules = Setting boundaries
• Pop Culture = Hijacking a moment
• Commands = Petty but specific
• Wordplay = You have a good pun
• Questions = Pointing out absurdity
• Aspirational = Positive motivation
• Calendar = Time-based complaint
• Struggles = Relatable vulnerability
• Values = Core belief

Step 2: Write It Conversationally

Type like you're texting. Short sentences. Fragments okay. Read it out loud.

Test:

• Would you actually say this to a friend?
• Is it under 15 words? (ideal: 5-10)
• Does it sound natural, not "written"?

Step 3: Make It Specific

Vague = forgettable. Specific = shareable.

Bad: "Stop being annoying at concerts"

Good: "The concert is over, take off your wristband"

Bad: "Working too much is bad"

Good: "Your out-of-office should actually be out of office"

Step 4: Remove Unnecessary Words

Every word must earn its place. Cut ruthlessly.

Before: "I really think we should normalize the idea of going to the movies by yourself"

After: "Normalize going to the movies alone"

Before: "Can we please stop scheduling so many unnecessary meetings?"

After: "Stop scheduling meetings that could be emails"

Step 5: Add Edge (Optional)

If it feels too safe, add a little bite. But don't force it.

Safe: "Taking breaks is okay"

Edge: "Your hustle culture is someone else's burnout story"

Safe: "Boundaries are important"

Edge: "No is a complete sentence"

---

When using this skill for your brand:

Define Your Voice

• What's your brand's attitude? (Snarky? Empowering? Irreverent?)
• What are you challenging? (Status quo? Industry norms? Assumptions?)
• What are you validating? (Your audience's feelings? Their choices?)

Suggested Tone Balance:

• 40% snarky commentary (the edge)
• 30% validation/permission (the heart)
• 20% truth-telling (the insight)
• 10% brand-specific wordplay (the signature)

Topic Clusters

Identify 5-7 topics your audience cares about deeply:

• Universal frustrations in your industry
• Myths you want to bust
• Behaviors you want to normalize
• Values you stand for

The McDonald's Test (Always)

Would someone working at McDonald's understand this instantly?

Bad: "Normalize asynchronous communication modalities"

Good: "Normalize replying tomorrow"

Bad: "Implement iterative feedback loops"

Good: "Stop waiting for perfect. Ship it."

---

Before finalizing, check:

• [ ] Under 15 words? (Ideal: 5-10)
• [ ] Conversational? (Would you text this?)
• [ ] Specific? (Not vague generalities)
• [ ] Immediately understandable? (McDonald's Test)
• [ ] Pattern clear? (Fits one of the 12)
• [ ] No explanation needed? (One-liner stands alone)
• [ ] Shareable? (Would someone repost this?)
• [ ] Edge without alienation? (Bold but not offensive to target audience)

---

Too many words

Bad: "I really think we should all normalize the act of going to see movies in theaters completely by yourself without feeling weird about it"

Good: "Normalize going to the movies alone"

---

Explaining the joke

Bad: "Stop assigning group projects because they just result in one kid doing all the work while the others do nothing which isn't fair"

Good: "Stop assigning group projects that only one kid finishes"

---

Hedging

Bad: "Maybe we should consider stopping showing items on websites when they're sold out?"

Good: "Stop showing sold-out items on your website"

---

Too formal

Bad: "It would be beneficial if we normalized taking personal time"

Good: "Normalize the mid-day nap"

---

Forcing controversy

Bad: "Your industry is garbage and anyone who disagrees is an idiot"

Good: "Your industry's 'best practice' is everyone else's bad habit"

---

10 One-Liners in 15 Minutes:

1. Pick 3 patterns you're feeling today (e.g., Stop, Normalize, Observations)
2. Set timer for 5 minutes per pattern
3. Write 3-4 variations without editing
4. Pick the best from each batch
5. Quick polish pass (cut extra words)

Example batch (Stop + Complaints):

• "Stop scheduling Friday afternoon meetings"
• "Stop replying-all to company emails"
• "Stop asking 'quick question?' before a 30-minute call"
• "Stop forcing cameras on for every Zoom"

Pick best: "Stop scheduling Friday afternoon meetings"

---

For Easel Reveals:

Use patterns: Stop, Normalize, Values, Observations

Write on easel, turn around, hold sign.

For Social Captions:

Use patterns: All patterns work

Pair with image or video. One-liner is the entire caption.

For Video Hooks:

Use patterns: Questions, Pop Culture, Commands

Open with the one-liner, then expand in video.

For Comment Sections:

Use patterns: Observations, Wordplay

Drop a one-liner that adds value to the conversation.

---

Sometimes you need setup + punchline for easel reveals:

Setup (back to camera):

"But what about work-life balance?"

Reveal (turn around):

"There's no balance if work always wins."

---

Setup:

"Hustle culture isn't working."

Reveal:

"It's working you."

---

This skill works well with:

• hook-and-headline-writing: For longer-form hooks that expand on one-liners
• social-content-creation: For turning one-liners into full posts
• video-caption-creation: For on-screen text in short-form video

---

Remember: These are one-liners, not think pieces. Write fast, edit faster, ship it.