@damiangilgonzalez/harness 1.3.7

package/skills/marketing/references/campaigns-and-channels.md

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+# Campaigns & Channels — Email, Launch, X/LinkedIn/Newsletter, SEO-Aware Structure
+
+The copy beyond the page. When the task is a launch, an email flow, or cross-channel messaging, the same brand study and value prop drive it — but the format adapts per channel. One claim per asset; every claim traceable to the brand study's proof. Adapt the *format* to the platform; never resize the same copy across channels.
+
+## Email sequences
+
+Email is the highest-intent channel you own. Defaults below reflect current (2026) deliverability and engagement data.
+
+### Welcome flow (fires on opt-in)
+
+- **Send the welcome email within 5 minutes of opt-in.** It has the highest open rate of the whole flow (60–80%), and every hour of delay costs roughly 10% of opens.
+- **4-touch starter cadence:** Day 1 welcome → Day 4 educational → Day 8 case study → Day 12 soft pitch.
+- **One purpose per email.** Don't stack welcome + pitch + survey into one send.
+- **Hold promo language out of early emails.** Words like "free", "guarantee", "limited time" in emails 1–3 hurt both trust and deliverability; save them for the later soft-pitch send once trust is built.
+
+```text
+EMAIL 1 — Welcome (Day 1, send within 5 min)
+Subject ... You're in. Here's the 30-second start.   (short, plain, no promo words)
+Preview ... One command and your first preview URL.
+Body ......
+  You signed up to stop babysitting staging — let's get you a win in 30 seconds.
+  1. Install: npm i -g driftway
+  2. Run `driftway up` on any branch.
+  3. Open the URL it prints. That's your first live preview.
+  Reply if it doesn't work — a human reads these.
+CTA ....... Open the quickstart   (single, low-friction)
+```
+
+```text
+EMAIL 3 — Case study (Day 8)
+Subject ... How Northwind cut review setup from 22 min to 90 sec
+Preview ... 40 engineers, one CLI step, zero staging queue.
+Body ...... Before/After/Bridge: the queue problem → the 90-second outcome → how Driftway
+            got them there (one CLI step in their existing CI). End with their number.
+CTA ....... See the full story
+```
+
+### Subject-line patterns
+
+| Pattern | Example | Use |
+| --- | --- | --- |
+| Specific number | "3 ways to cut review setup to 90 seconds" | educational sends |
+| Curiosity (honest) | "The staging queue problem nobody names" | top-of-flow |
+| Named-outcome | "How Northwind shipped 40% faster" | case study |
+| Plain & short (2–5 words) | "Your first preview" | Day-1 welcome |
+
+Avoid all-caps, excessive punctuation, and `free`/`guarantee`/`limited time` in early sends. The subject must match the body — no bait-and-switch (it trips the QA gate and trains unsubscribes).
+
+### Deliverability note (hand the technical work to ops/infra)
+
+Authentication is not optional: SPF, DKIM (2048-bit), DMARC starting at `p=none` with reporting, tightening to quarantine/reject once aligned. Warm a new domain gradually. This skill writes the copy; flag the technical setup as a dependency rather than owning it.
+
+## Launch sequence
+
+A launch is a sequence of beats, one claim per beat, every claim traceable to the brand study's proof.
+
+```text
+LAUNCH ARC
+1. Tease   — signal something's coming; create a small information gap (no hype).
+2. Reveal  — the value prop, stated plainly; the one credible claim up front.
+3. Proof   — the demo, the number, the named customer; show, don't assert.
+4. Urgency — a REAL reason to act now (a deadline, a cohort, a price change) — never fake.
+5. Recap   — for those who missed it; restate the value + the single CTA.
+```
+
+```text
+REVEAL post
+Bad  — "Excited to share our game-changing new launch! 🚀"
+Good — "Driftway is live. Every pull request now gets its own live URL in 30 seconds —
+        no staging queue. Here's a 40-second demo:"
+```
+
+Sequence the beats across channels: reveal on the landing page + email + X thread; proof in the case study + a LinkedIn post; urgency in the final email. The same claim, formatted per channel.
+
+## Channel adaptation
+
+Adapt the format to the platform; keep the claim constant. One source asset → distinct native drafts, never one draft resized.
+
+### X
+
+- Open with the sharpest claim, artifact, or tension — no warm-up.
+- Keep the compression if the brand voice is compressed; one claim per post.
+- In a thread, every post advances the argument; don't pad for length.
+- No bait questions, no engagement-farming closers (ban-list).
+
+```text
+Bad  — "Tired of slow deploys? 🧵 Here's why this matters... (1/12)"
+Good — "Staging is a shared queue. We removed it. Every PR now gets its own live URL in
+        30s. How it works ↓"
+```
+
+### LinkedIn
+
+- Expand just enough for people one ring outside the niche to follow.
+- No corporate-inspiration cadence, no fake "journey" arc, no praise-stacking.
+- Lead with the concrete outcome or number; the lesson, if any, comes after the proof.
+
+```text
+Bad  — "I'm humbled and excited to announce a game-changing journey... 🙏"
+Good — "Northwind's 40 engineers were losing 22 minutes per review to the staging queue.
+        We gave every PR its own environment. New number: 90 seconds. Here's how."
+```
+
+### Newsletter
+
+- The first screen does real work — open with the point, the conflict, or the artifact.
+- No warm-up paragraph; every section adds something new.
+- Section labels only when they improve scanning.
+
+```text
+Bad  — "Hope you're having a great week! Lots of exciting updates to share..."
+Good — "We deleted the staging queue. Below: how per-PR environments work, the number
+        from Northwind, and how to try it in 30 seconds."
+```
+
+### Ads
+
+- 3–4 variants, each testing ONE different angle (pain vs. outcome vs. differentiator) — not random wording.
+- Short headline + long headline + one-line body, each self-contained.
+- Ad claims must match the landing page exactly (mismatched claims tank Quality Score and trust).
+
+## SEO-aware structure
+
+A structural constraint on the copy, not a keyword program — the keyword/SERP workflow and technical audits live in `seo-geo.md`.
+
+- Exactly one `<h1>`; linear heading order (`h1` → `h2` → `h3`, no skips).
+- `<h2>`/`<h3>` subheads double as answers to likely search queries.
+- Primary keyword in the `<h1>` naturally; secondary keywords in subheads, never stuffed.
+- Title 50–60 characters; meta description 120–160; benefit in the first ~160 chars so the snippet reads well.
+
+```text
+Title formula           — Primary Topic - Specific Modifier | Brand
+Meta description formula — Action + topic + value proposition + one supporting detail
+```
+
+## Cross-channel consistency QA
+
+- [ ] One claim per asset; every claim traceable to the brand study's proof.
+- [ ] Ad/email/social claims match the landing page exactly.
+- [ ] Email subject matches the body; promo words held out of early sends.
+- [ ] Welcome email fires within 5 minutes of opt-in.
+- [ ] Each channel is adapted in format, not resized from one draft.
+- [ ] Urgency, if used, is backed by a real deadline.
+- [ ] Voice matches the brand samples on every channel.
+
+## See Also
+
+- `copy-frameworks.md` — frameworks and headline formulas reused across channels.
+- `landing-copy.md` — the page these campaigns drive traffic to.
+- `brand-grounding.md` — the proof and voice every channel inherits.
+- `seo-geo.md` — technical SEO, GEO (AI-engine citation), JSON-LD schema, keyword research.

package/skills/marketing/references/copy-frameworks.md

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+# Copy Frameworks — Value Prop, PAS/AIDA/FAB/BAB/JTBD, Headlines, Microcopy & CTAs
+
+The copy engine. The value proposition and voice come from the brand study (`brand-grounding.md`); this file turns them into headlines, section copy, microcopy, and CTAs. Every example pairs a `Bad` (generic / hype / vague) line with a `Good` (specific / benefit-led / human) rewrite — that contrast is the lesson.
+
+## The 5s value-prop test
+
+A stranger reads the hero and, within 5 seconds, can answer: **what is it, who is it for, why is it better?** If any answer is missing, the copy fails — rewrite the words before touching layout. The product image is `design`'s job; the answer must survive in text alone.
+
+## Value-proposition canvas
+
+Map the customer side, then your side, then compress the strongest match into a headline. Pull jobs/pains/gains straight from the brand study's audience article.
+
+```text
+VALUE-PROP CANVAS — Driftway (preview-environment CLI)
+Customer jobs ...... ship a branch for review without breaking shared staging
+Customer pains ..... staging is a shared queue; manual env setup eats an afternoon
+Customer gains ..... reviewers click a link and see the real change, not a diff
+Pain relievers ..... one CLI command spins an isolated env; auto-teardown on merge
+Gain creators ...... every PR gets a live preview URL automatically
+Headline ........... "Preview every branch — no staging queue"
+Subhead ............ "One command gives every pull request a live URL. For platform
+                      teams done babysitting staging."
+```
+
+The subhead's three jobs: state **who** it's for, **how** it works in one clause, and **proof** if you have it.
+
+## Frameworks with a picker
+
+Pick by traffic temperature and funnel position.
+
+| Framework | Use when | Shape |
+| --- | --- | --- |
+| **PAS** (Problem-Agitate-Solution) | pain-aware cold traffic that already feels the problem | name pain → twist the knife → resolve |
+| **AIDA** (Attention-Interest-Desire-Action) | broad / top-of-funnel; must earn attention first | hook → relevance → want → act |
+| **FAB** (Feature-Advantage-Benefit) | feature sections; translate capability into outcome | what it is → what it does → why you care |
+| **BAB** (Before-After-Bridge) | transformation stories, case studies | today's pain → the better world → the product as bridge |
+| **JTBD** (Jobs To Be Done) | frame the product as the tool that finishes a job | when [trigger], [product] [gets job done] |
+
+```text
+PAS rewrite
+Bad  — "Our platform streamlines environment management."
+Good — "Staging is a queue. Every merge waits behind someone else's broken branch.
+        Driftway gives each PR its own environment — no queue, no waiting."
+```
+
+```text
+AIDA rewrite
+Bad  — "Sign up for our developer tool today."
+Good — "See your branch live in 30 seconds (Attention). It runs as one CLI step in your
+        existing pipeline (Interest). Reviewers click a real URL, not a screenshot
+        (Desire). Start free — no credit card (Action)."
+```
+
+```text
+FAB rewrite
+Bad  — "Includes automatic environment teardown."
+Good — "Environments tear down automatically when the PR merges (Feature → Advantage),
+        so you never pay for idle infra or clean up by hand (Benefit)."
+```
+
+```text
+BAB rewrite
+Bad  — "Improve your review workflow."
+Good — "Before: reviewers guess from a diff. After: they click a live URL and test the
+        real thing. Driftway builds that URL on every push (Bridge)."
+```
+
+```text
+JTBD rewrite
+Bad  — "A powerful preview platform for modern teams."
+Good — "When a teammate opens a PR, you want to test the actual change in seconds —
+        Driftway gives that PR a live environment automatically."
+```
+
+## Headline formulas
+
+| Formula | Pattern | Example |
+| --- | --- | --- |
+| Outcome + timeframe | `<Outcome> in <time>` | "Preview every branch in 30 seconds" |
+| X without Y | `<Gain> without <pain>` | "Live previews without a staging queue" |
+| JTBD | `When <trigger>, <product> <gets job done>` | "When you open a PR, get a live URL automatically" |
+| Specificity | replace an adjective with a number | "Cut review setup from 20 min to 30 sec" |
+| Negation of the cliché | name the thing they expect, then deny it | "No YAML. No on-call page. Just a deploy." |
+
+Specificity beats cleverness — a clear claim outconverts a clever pun every time. Run every headline through the ban-list in `SKILL.md` plus the brand study's don't-words.
+
+```text
+Bad  — "Revolutionize your workflow with our seamless platform"
+Good — "Ship a fix in 4 minutes — no YAML, no on-call page"
+```
+
+## Benefit-led specificity (the feature → benefit → proof ladder)
+
+Climb feature → benefit → proof. Stop at the rung the visitor cares about (the benefit), and back it with proof.
+
+```text
+Feature ... "Isolated per-branch environments."
+Benefit ... "Reviewers test the real change, not a screenshot."
+Proof ..... "Northwind cut review setup from 20 min to 30 sec across 40 engineers."
+```
+
+The 2026 Feature-Benefit Transformation pattern, applied:
+
+```text
+Bad  — "Our platform has advanced encryption."
+Good — "Encrypt customer data with AES-256, so your security team signs off in days,
+        not months."
+```
+
+Numbers and receipts outperform adjectives. "Fast" is a claim; "30 seconds" is evidence. If you have no number, mark `[[NEEDS PROOF]]` and ask the user — never invent one.
+
+## Microcopy & CTA copy
+
+Buttons carry value verbs; reassurance sits under them; form labels are explicit; states stay human. (Pairing a CTA with a one-line reassurance — "No credit card required" — measurably lifts conversion.)
+
+| Context | Bad | Good |
+| --- | --- | --- |
+| Primary CTA | "Submit" / "Learn more" | "Start free" / "Get my estimate" |
+| Secondary CTA | "Click here" | "See a 2-min demo" |
+| CTA reassurance | (none) | "No credit card required · Cancel anytime" |
+| Form label | "Email" placeholder only | "Work email" with a persistent visible label |
+| Field hint | (silence) | "We'll send the export here — no marketing." |
+| Empty state | "No data" | "No previews yet — push a branch to create one." |
+| Loading | "Loading…" | "Spinning up your environment…" |
+| Success | "Success" | "Live. Your preview URL is ready below." |
+| Error | "Something went wrong" | "Couldn't reach the API. Retry, or check status.acme.example." |
+| Disabled CTA | (no reason) | "Add a work email to continue" (say why it's blocked) |
+
+CTA rules:
+
+- **Value on the button**, never the mechanic ("Start free", not "Submit").
+- **One primary action per viewport.** A secondary ghost link may accompany it; never two equal-weight primaries.
+- **Match the funnel stage** — cold traffic gets "See how it works", warm traffic gets "Start free".
+- **Reassurance under the button** removes the last hesitation (risk, price, lock-in).
+
+## Voice/tone application
+
+The brand study's `voice.md` is the source of truth. Consume it; do not re-derive a voice here. A quick application checklist while drafting:
+
+```text
+APPLY VOICE (from docs/wiki/brand/voice.md)
+[ ] Tone descriptors honored (e.g. direct, dry, technical).
+[ ] Do-words present where natural; don't-words absent.
+[ ] Sentence rhythm matches the samples (compression vs. expansion).
+[ ] Claims are made as sharply as the samples make them — no softer, no harder.
+[ ] Reads like the same author wrote the samples AND this copy.
+```
+
+If a line would be out of character for the brand's samples, rewrite it — matching the voice is non-negotiable.
+
+## SEO-aware copy structure
+
+A structural constraint on the words, not a keyword strategy — full technical SEO/GEO depth in `seo-geo.md`.
+
+- Put the primary keyword in the `<h1>` naturally, not stuffed.
+- `<h2>`/`<h3>` subheads double as answers to likely search queries.
+- Front-load the benefit in the first ~160 characters so the search snippet reads well.
+- Title 50–60 characters; meta description 120–160 characters (one honest sentence + the value).
+
+## See Also
+
+- `brand-grounding.md` — where the value prop, voice, and proof come from.
+- `landing-copy.md` — where each piece of copy lands on the page.
+- `campaigns-and-channels.md` — the copy beyond the page (email, launch, channels).
+- `../../design/SKILL.md` — the visual treatment of every section.
+- `seo-geo.md` — technical SEO, GEO (AI-engine citation), JSON-LD schema, keyword research.

package/skills/marketing/references/landing-copy.md

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+# Landing Copy by Section
+
+The words for every landing section, mapped 1:1 to the `design` skill's section anatomy (`../../design/references/landing-anatomy-and-cro.md`). `design` owns the visual treatment and layout; this file owns the copy that goes inside each section. Each section has **one copy job**; cut any section whose job you can't name. Ground every line in the brand study (`brand-grounding.md`) and run the value prop through the canvas (`copy-frameworks.md`) first.
+
+## Section map (copy job + framework)
+
+| Section | Copy job | Framework | Conversion principle |
+| --- | --- | --- | --- |
+| Hero | State the value prop; pass the 5s test | Outcome + timeframe headline | Clarity beats cleverness |
+| Social-proof strip | Borrow credibility instantly | Quantified, attributed | Authority / social proof |
+| Problem / agitation | Name the pain in the reader's words | PAS | Loss aversion |
+| Solution | Show the product doing the job | FAB | Concreteness over claims |
+| Features → benefits | Translate each capability into an outcome | FAB / JTBD per item | Self-relevance |
+| How-it-works | Reduce perceived effort | 3-step sequence | Effort reduction |
+| Testimonials / case study | Prove it works for people like them | Quantified quote | Similarity + proof |
+| Objection handling | Preempt the top "no" | "X without Y" | Risk reduction |
+| Pricing | Make the choice easy; frame value | Value framing, anchored | Anchoring |
+| FAQ | Answer the real blockers | Question → direct answer | Friction removal |
+| Final CTA | One action, value on the button | CTA verb + reassurance | Single decision |
+
+## Hero
+
+The highest-leverage copy on the page. Headline + subhead + one proof signal must answer what/who/why-better in text alone.
+
+```text
+HERO (Driftway)
+Eyebrow ... For platform teams        (optional — qualifies the audience fast)
+Headline .. Preview every branch — no staging queue
+Subhead ... One CLI command gives every pull request its own live URL. Reviewers click a
+            link and test the real change, not a screenshot.
+CTA ....... Start free   ·   reassurance: No credit card · 2-min setup
+Secondary . See a 2-min demo
+```
+
+```text
+Bad  — "The modern platform for seamless environment management."
+Good — "Preview every branch — no staging queue."
+```
+
+Hero variants by traffic temperature:
+
+- **Cold / broad:** lead with the problem or the outcome; secondary CTA is "See how it works".
+- **Warm / category-aware:** lead with the differentiator ("without a staging queue"); primary CTA is "Start free".
+
+## Social-proof strip
+
+One line that borrows credibility. Quantified and attributed beats a logo wall of strangers.
+
+```text
+Bad  — "Trusted by thousands of teams worldwide."
+Good — "Used by 240 platform teams — including Northwind, Acme, and Lumen."
+```
+
+If you have a hard aggregate metric, lead with it: "1.2M previews shipped this year." If you have neither, mark `[[NEEDS PROOF]]` and ask — do not invent logos or counts.
+
+## Problem / agitation
+
+Name the pain in the reader's exact words (pull from the audience article). PAS: state the problem, agitate the cost, hand off to the solution section. Agitate the *consequence*, don't manufacture fake fear.
+
+```text
+Bad  — "Managing environments can be challenging for growing teams."
+Good — "Staging is a shared queue. Your fix is done, but it waits behind someone else's
+        half-broken branch — and the reviewer pings you for the third time today."
+```
+
+## Solution
+
+Show the product doing the job. FAB, led by the benefit. One screenshot's worth of words; `design` supplies the screenshot.
+
+```text
+Bad  — "Driftway is a powerful, flexible environment platform."
+Good — "Run `driftway up` on any branch. In 30 seconds it spins an isolated environment
+        and prints a live URL — the same one your reviewers open."
+```
+
+## Features → benefits
+
+One item per real capability. Each climbs feature → benefit, lands on the benefit, and (where possible) carries a proof fragment. Never a bare feature list.
+
+```text
+Bad  (list)      — "Auto-teardown. RBAC. Audit logs. Parallel environments."
+Good (benefit)   — "Auto-teardown on merge — never pay for idle infra or clean up by hand."
+                   "Role-based access — give contractors a preview without prod keys."
+                   "Parallel environments — every open PR is live at once, no contention."
+```
+
+Keep each to one sentence; the section earns its scannability from parallel structure.
+
+## How-it-works
+
+Reduce perceived effort to as few steps as honestly possible (3 is the sweet spot). Each step is a verb the reader performs, not a feature you have.
+
+```text
+1. Install once — `npm i -g driftway`, link your repo.
+2. Push a branch — Driftway builds an isolated environment automatically.
+3. Share the URL — reviewers test the real change; it tears down on merge.
+```
+
+## Testimonials / case study
+
+A vague rave is worth less than one hard number. Quantify, attribute, make the speaker resemble the reader (same role, same scale).
+
+```text
+Bad  — "This tool is amazing, it changed everything for us!" — Happy Customer
+Good — "Cut our review setup from 22 min to 90 sec across 40 engineers." — Priya R.,
+        Staff Eng, Northwind
+```
+
+Case-study micro-structure (BAB): one line of Before (the pain + a number), one of After (the outcome + a number), attribution.
+
+## Objection handling
+
+Surface the real reason they won't buy — price, migration cost, lock-in, security — and answer it directly. "X without Y" is the workhorse.
+
+```text
+Objection: "Switching CI tools is a project I don't have time for."
+Copy:      "Adopt it without touching your pipeline — Driftway runs as one CLI step inside
+            the CI you already have."
+```
+
+```text
+Objection: "What if I get locked in?"
+Copy:      "No lock-in: environments are plain containers from your existing Dockerfile.
+            Export or leave any time."
+```
+
+## Pricing
+
+Lead each tier with the outcome the buyer gets, then list features. Copy supports the pricing psychology (anchoring, highlighted middle, annual default) that `design` lays out visually.
+
+```text
+Starter  — $0      "Ship solo. Unlimited previews on one repo."
+Team     — $20/mo  "For squads. Parallel previews, RBAC, shared URLs."   ← Most popular
+            (billed annually; "$24 month-to-month")
+Enterprise — Custom "SSO, audit logs, on-prem runners, an SLA."
+```
+
+```text
+Bad  (feature dump)  — "Team: 10 seats, 50 envs, RBAC, SSO add-on, priority support."
+Good (value first)   — "Team — everything a squad needs to review in parallel. Then: 10
+                        seats, RBAC, shared URLs."
+```
+
+Reassurance line near the table: "Cancel anytime · 30-day money-back · no card to start."
+
+## FAQ
+
+Answer the blockers that actually stop the sale, in the reader's words, with a direct first sentence. Skip filler questions. If you add `FAQPage` JSON-LD, the on-page copy must match the markup exactly (the schema itself is in `seo-geo.md` — write the honest answers here). FAQPage is also the single highest-leverage GEO schema for getting cited by AI engines.
+
+```text
+Q: Do I need to change my CI pipeline?
+A: No. Driftway runs as a single CLI step inside your existing pipeline.
+
+Q: Is there a free tier?
+A: Yes. Solo projects are free; paid tiers start at $20/mo billed annually.
+
+Q: What happens to environments after a PR merges?
+A: They tear down automatically. You're never billed for idle infra.
+```
+
+## Final CTA
+
+Restate the core value in one line, then one primary action with the value on the button and a reassurance microcopy line. No new information, no second decision.
+
+```text
+Headline ... Stop babysitting staging.
+Sub ........ Give every pull request a live URL in 30 seconds.
+CTA ........ Start free   ·   No credit card · 2-min setup
+```
+
+```text
+Bad  — "Ready to get started? Learn more about our platform today!"
+Good — "Stop babysitting staging. Start free — no credit card."
+```
+
+## Section QA (copy-only)
+
+- [ ] Each section's copy job is nameable; sections with no job are cut.
+- [ ] Hero passes the 5s test in text alone.
+- [ ] Every feature climbs to a benefit; lands on the benefit.
+- [ ] Proof is quantified and attributed; gaps marked `[[NEEDS PROOF]]`.
+- [ ] One primary CTA per viewport, value on the button + reassurance.
+- [ ] FAQ answers real blockers; first sentence is the direct answer.
+- [ ] Voice matches the brand samples throughout.
+
+## See Also
+
+- `copy-frameworks.md` — the frameworks and headline formulas each section uses.
+- `brand-grounding.md` — the value prop, proof, and voice every line is grounded in.
+- `../../design/references/landing-anatomy-and-cro.md` — the visual anatomy these words fill.
+- `campaigns-and-channels.md` — driving traffic to this page.