@domandigital/craft 0.20.0 → 0.20.1

package/CHANGELOG.md

@@ -1,5 +1,12 @@
 # @domandigital/craft
 
+## 0.20.1
+
+### Patch Changes
+
+- e8ec697: `review-phrase` reports "clear" and "clearly" (catalogue 2026.10.1). "A clear next step" and "clear pricing" promise clarity instead of giving it, so every use is now printed for a person to read. It never blocks: the house decision of 14 October 2026 is review first, and a move to the blocking tier waits until the existing uses across the estate are read. Review-tier phrases that end in a letter now match whole words only, so "clearance" and "clearer" pass, and "great questions" is no longer reported where "great question" is.
+- a1f2b6b: Two new review-tier copy tells (catalogue 2026.10.2). `sales-tagline` reports advert lines such as "so your budget goes where it counts", "real results" and "pages that convert". `outcome-promise` reports a hoped-for result written as if delivered: "we'll turn that into enquiries", "once the first areas are working", "competitors you can outdo", "exactly what convinces". Ordinary statements of the work ("we'll rewrite your rewiring page", "once the fuse board is fitted") pass. Both print for review and never block, following the house rule that a new tell starts in review.
+
 ## 0.20.0
 
 ### Minor Changes

package/CHARACTER.md

@@ -1005,7 +1005,7 @@ Generated from the package. Run `pnpm --filter @domandigital/craft run docs`
 after changing an entry; a test fails until you do.
 
 <!-- craft:catalogue:start -->
-Catalogue version `2026.09.12`, 68 tells.
+Catalogue version `2026.10.2`, 70 tells.
 
 | Id | Gen | Surface | Severity | Tell | Why it is a default |
 | --- | --- | --- | --- | --- | --- |
@@ -1039,7 +1039,9 @@ Catalogue version `2026.09.12`, 68 tells.
 | `buzzword` | 1 | copy | warn | Buzzword | Cutting-edge, world-class, reach out, turnkey: corporate filler older than any model, and still the first thing a model writes about a business it knows nothing about. |
 | `negative-reassurance` | 1 | copy | warn | Negative reassurance | 'No hidden fees', 'no surprises', 'never locked in' reassure by naming the fear, and plant it in a reader who did not have it. |
 | `vague-word` | 1 | copy | warn | Vague word | Innovative, scalable, end-to-end, solutions: each can be true, and each is used where the writer had nothing specific to say. |
-| `review-phrase` | 1 | copy | warn | Review-tier phrase | Truly, genuinely, ultimately, 'the single most', 'bar none': normal English once, and a tell when they stack. The house rules keep them for review, never blocking. |
+| `review-phrase` | 1 | copy | warn | Review-tier phrase | Truly, genuinely, clear, ultimately, 'the single most', 'bar none': normal English once, and a tell when they stack. The house rules keep them for review, never blocking. |
+| `sales-tagline` | 1 | copy | warn | Sales tagline | 'So your budget goes where it counts', 'Real results', 'pages that convert': advert lines that sound like a pitch and say nothing a reader can check. |
+| `outcome-promise` | 1 | copy | warn | Outcome promise | 'We'll turn that into enquiries', 'once the first areas are working', 'competitors you can outdo': a hoped-for result written as if it were delivered. Rankings and enquiries depend on things nobody controls. |
 | `hollow-imperative` | 1 | copy | warn | Hollow imperative | 'Discover', 'Experience', 'Transform your' as the opening verb of a heading or button is a call to action with nothing in it. |
 | `rhetorical-opener` | 1 | copy | warn | Rhetorical question opener | 'Looking for...?', 'Tired of...?', 'Ready to...?' opens with the model guessing at the reader instead of telling them something. |
 | `em-dash` | 2 | copy | warn | Em dash | Generated copy leans on the em dash to join clauses. House copy does not use it. |

package/COPY.md

@@ -86,7 +86,9 @@ person reading decides which instance earns its place.
 
 | Tell | What it catches |
 | --- | --- |
-| `review-phrase` | truly, genuinely, deeply, ultimately, great question, absolutely, one-size-fits-all, and superlative over-claiming: "the single most", "by far the most", "hands down the", "arguably the best", "bar none" |
+| `review-phrase` | truly, genuinely, deeply, ultimately, clear and clearly ("a clear next step", "clear pricing": say what the reader actually gets), great question, absolutely, one-size-fits-all, and superlative over-claiming: "the single most", "by far the most", "hands down the", "arguably the best", "bar none" |
+| `sales-tagline` | advert lines that say nothing a reader can check: "so your budget goes where it counts", "real results", "results that matter", "work harder for you", "pages that convert" |
+| `outcome-promise` | a hoped-for result written as delivered: "we'll turn that into enquiries", "once the first areas are working", "competitors you can outdo", "exactly what convinces", "guaranteed rankings", "you'll get more". Promise the work; measure and report the results |
 | `ai-vocabulary` | tapestry, testament, realm, elevate, nestled, meticulous, unparalleled, moreover; and underscore, showcasing, pivotal, measured 10 to 14 times over-used in post-2022 text |
 | `stock-phrase` | to the next level, one-stop shop, we pride ourselves, passionate about, peace of mind, "so here's", a journey used as a metaphor |
 | `hollow-imperative` | Discover, Experience, Transform, Elevate as the opening verb of a heading or button |

package/dist/{audit-43PC4LMS.js → audit-BN2GSFKT.js}

@@ -9,10 +9,10 @@ import {
   snapshotPage,
   snapshotUrl,
   snapshotUrls
-} from "./chunk-VDUIIWG7.js";
+} from "./chunk-YOZLPNJS.js";
 import "./chunk-JYNXGCYZ.js";
-import "./chunk-WK2WMWTH.js";
-import "./chunk-CZ7KT452.js";
+import "./chunk-JGWOA4LI.js";
+import "./chunk-7DQDF3VL.js";
 import "./chunk-QYBAVU3P.js";
 export {
   PROVENANCE_BUDGET_MS,

package/dist/audit.cjs

@@ -218,6 +218,8 @@ var REVIEW_PHRASES = [
   "truly",
   "genuinely",
   "deeply",
+  "clear",
+  "clearly",
   "ultimately",
   "one-size-fits-all",
   "one size fits all",
@@ -228,6 +230,33 @@ var REVIEW_PHRASES = [
   "arguably the best",
   "bar none"
 ];
+var SALES_TAGLINES = [
+  /\bwhere it (?:really |truly )?(?:counts|matters)(?: most)?\b/i,
+  /\breal,? (?:measurable |tangible )?results\b/i,
+  /\bresults that (?:matter|count|speak|last)\b/i,
+  /\bresults you can (?:see|trust|measure)\b/i,
+  /\bwork(?:s|ing)? harder for you\b/i,
+  /\bmake (?:every|your) (?:penny|pound) count\b/i,
+  /\bevery (?:penny|pound) (?:counts|works)\b/i,
+  /\bbang for your buck\b/i,
+  /\bstand out from the (?:crowd|competition)\b/i,
+  /\b(?:pages?|websites?|sites?|copy|content|ads?) that (?:actually |really )?(?:converts?|sells?)\b/i
+];
+var SALES_RESULTS = "(?:enquiries|leads|customers|clients|sales|jobs|bookings|revenue|calls|traffic|profit)";
+var OUTCOME_PROMISES = [
+  // "We'll turn more of that into rewiring enquiries"
+  new RegExp(`\\bturn(?:s|ing)?\\b[^.!?\\n]{0,50}?\\binto\\s+(?:more\\s+|real\\s+|paying\\s+)?(?:[\\w-]+\\s+)?${SALES_RESULTS}\\b`, "i"),
+  // "once the first areas are working"
+  /\bonce\b[^.!?\n]{0,40}?\b(?:is|are|starts?|begins?)\s+(?:working|paying off|performing|ranking|delivering|bringing in)\b/i,
+  // "competitors you can outdo"
+  /\b(?:competitors?|competition|rivals?)\b[^.!?\n]{0,25}?\b(?:you|we)\s*(?:can|will|could|['’]ll)\s+(?:easily\s+)?(?:outdo|beat|outrank|overtake|outperform|outshine)\b/i,
+  /\b(?:outdo|outrank|overtake|outperform|outshine|beat)\s+(?:your|the|local|bigger)\s+(?:[\w-]+\s+)?(?:competitors|competition|rivals)\b/i,
+  // "exactly what convinces someone spending £8k"
+  /\bexactly what\b[^.!?\n]{0,15}?\b(?:convinces|persuades|wins|sells)\b/i,
+  new RegExp(`\\bguarantee[sd]?\\b[^.!?\\n]{0,25}?\\b(?:results|rankings?|first page|page one|top spot|${SALES_RESULTS.slice(3, -1)})\\b`, "i"),
+  /\byou(?:['’]ll| will)\s+(?:get|see|win|receive|start getting)\s+more\b/i,
+  new RegExp(`\\b(?:will|we['\u2019]ll)\\s+(?:(?:bring|drive|generate|get)\\s+you|bring|drive|generate)\\s+more\\s+(?:[\\w-]+\\s+)?${SALES_RESULTS}\\b`, "i")
+];
 var NEGATION = [
   // "It's not just a haircut, it's an experience."
   /\b(?:it['’]?s|it is|this is|this isn['’]t|we['’]re|we are|they['’]re)\s+(?:not|more than)\s+(?:just|only|merely|simply)?\s*[^.!?\n]{1,60}?[,;.—-]\s*(?:it['’]?s|it is|this is|we['’]re|we are|they['’]re)\b/i,
@@ -413,12 +442,55 @@ var COPY_TELLS = [
     generation: 1,
     severity: "warn",
     surface: "copy",
-    why: "Truly, genuinely, ultimately, 'the single most', 'bar none': normal English once, and a tell when they stack. The house rules keep them for review, never blocking.",
+    why: "Truly, genuinely, clear, ultimately, 'the single most', 'bar none': normal English once, and a tell when they stack. The house rules keep them for review, never blocking.",
     fix: "Keep the one that lands hardest and cut the rest. 'What is genuinely excellent' reads better as 'what is excellent'.",
-    detect: phrases([new RegExp(`(?:^|\\b)(?:${[...REVIEW_PHRASES].sort((a, b) => b.length - a.length).map((p) => escape(p).replace(/^(\w)/, "\\b$1")).join("|")})`, "i")], quoted),
+    detect: phrases([new RegExp(`(?:^|\\b)(?:${[...REVIEW_PHRASES].sort((a, b) => b.length - a.length).map((p) => escape(p).replace(/^(\w)/, "\\b$1").replace(/(\w)$/, "$1\\b")).join("|")})`, "i")], quoted),
+    fixtures: {
+      flag: [f("content/home.md", "We are truly proud of it."), f("content/home.md", "You leave with a clear next step.")],
+      pass: [f("content/home.md", "We have fitted 400 boilers since 2009."), f("content/home.md", "Keep a safe clearance around the meter.")]
+    }
+  },
+  {
+    id: "sales-tagline",
+    name: "Sales tagline",
+    generation: 1,
+    severity: "warn",
+    surface: "copy",
+    why: "'So your budget goes where it counts', 'Real results', 'pages that convert': advert lines that sound like a pitch and say nothing a reader can check.",
+    fix: "Say what you will actually do and why. 'So your budget goes where it counts' becomes 'Oxford first, because that is where you want the work'.",
+    detect: phrases(SALES_TAGLINES, quoted),
+    fixtures: {
+      flag: [
+        f("content/home.md", "Strongest opportunities first, so your budget goes where it counts."),
+        f("content/home.md", "A clearer online presence. More enquiries. Real results.")
+      ],
+      pass: [
+        f("content/home.md", "We start with Oxford, then expand based on search demand and results."),
+        f("content/home.md", "We report the results every month.")
+      ]
+    }
+  },
+  {
+    id: "outcome-promise",
+    name: "Outcome promise",
+    generation: 1,
+    severity: "warn",
+    surface: "copy",
+    why: "'We'll turn that into enquiries', 'once the first areas are working', 'competitors you can outdo': a hoped-for result written as if it were delivered. Rankings and enquiries depend on things nobody controls.",
+    fix: "Promise the work, not the outcome. 'We'll turn that into enquiries' becomes 'We'll rewrite the page around the questions homeowners ask'. Results are measured and reported, never promised.",
+    detect: phrases(OUTCOME_PROMISES, quoted),
     fixtures: {
-      flag: [f("content/home.md", "We are truly proud of it.")],
-      pass: [f("content/home.md", "We have fitted 400 boilers since 2009.")]
+      flag: [
+        f("content/home.md", "We'll turn more of that into rewiring enquiries."),
+        f("content/home.md", "We add new towns once the first areas are working."),
+        f("content/home.md", "We target the competitors you can outdo."),
+        f("content/home.md", "We write exactly what convinces someone spending \xA38k.")
+      ],
+      pass: [
+        f("content/home.md", "We'll rewrite your rewiring page around homeowners' questions."),
+        f("content/home.md", "We record every rewiring enquiry, quotation and won job."),
+        f("content/home.md", "Once the fuse board is fitted, we test every circuit.")
+      ]
     }
   },
   {
@@ -2996,6 +3068,9 @@ var HOUSE = {
   // on 2026-09-24 after its estate hits were read (ROADMAP.md): 15 of 15 real.
   "chatbot-residue": { tier: "block", label: "chatbot residue. A chat reply was pasted in: remove it, and source or cut the claim it backed" },
   "review-phrase": { tier: "review", label: "review tier" },
+  // New 2026-10-14 (founder): review first, like every new tell, until estate hits are read.
+  "sales-tagline": { tier: "review", label: "sales tagline, say what you will actually do" },
+  "outcome-promise": { tier: "review", label: "outcome promise, promise the work, not the result" },
   "ai-vocabulary": { tier: "review", label: "AI vocabulary" },
   "stock-phrase": { tier: "review", label: "stock phrase" },
   "hollow-imperative": { tier: "review", label: "hollow imperative" },
@@ -3737,7 +3812,7 @@ var IMAGERY_TELLS = [
 ];
 
 // src/character/check.ts
-var CATALOGUE_VERSION = "2026.09.12";
+var CATALOGUE_VERSION = "2026.10.2";
 var CATALOGUE = [
   ...[...SOURCE_TELLS, ...COPY_TELLS, ...RESEARCH_TELLS, ...DENSITY_TELLS].map((t) => RENDERED_PATHS[t.id] ? { ...t, rendered: RENDERED_PATHS[t.id] } : t),
   ...SPECIFICITY_COPY_TELLS,

package/dist/audit.js

@@ -183,6 +183,8 @@ var REVIEW_PHRASES = [
   "truly",
   "genuinely",
   "deeply",
+  "clear",
+  "clearly",
   "ultimately",
   "one-size-fits-all",
   "one size fits all",
@@ -193,6 +195,33 @@ var REVIEW_PHRASES = [
   "arguably the best",
   "bar none"
 ];
+var SALES_TAGLINES = [
+  /\bwhere it (?:really |truly )?(?:counts|matters)(?: most)?\b/i,
+  /\breal,? (?:measurable |tangible )?results\b/i,
+  /\bresults that (?:matter|count|speak|last)\b/i,
+  /\bresults you can (?:see|trust|measure)\b/i,
+  /\bwork(?:s|ing)? harder for you\b/i,
+  /\bmake (?:every|your) (?:penny|pound) count\b/i,
+  /\bevery (?:penny|pound) (?:counts|works)\b/i,
+  /\bbang for your buck\b/i,
+  /\bstand out from the (?:crowd|competition)\b/i,
+  /\b(?:pages?|websites?|sites?|copy|content|ads?) that (?:actually |really )?(?:converts?|sells?)\b/i
+];
+var SALES_RESULTS = "(?:enquiries|leads|customers|clients|sales|jobs|bookings|revenue|calls|traffic|profit)";
+var OUTCOME_PROMISES = [
+  // "We'll turn more of that into rewiring enquiries"
+  new RegExp(`\\bturn(?:s|ing)?\\b[^.!?\\n]{0,50}?\\binto\\s+(?:more\\s+|real\\s+|paying\\s+)?(?:[\\w-]+\\s+)?${SALES_RESULTS}\\b`, "i"),
+  // "once the first areas are working"
+  /\bonce\b[^.!?\n]{0,40}?\b(?:is|are|starts?|begins?)\s+(?:working|paying off|performing|ranking|delivering|bringing in)\b/i,
+  // "competitors you can outdo"
+  /\b(?:competitors?|competition|rivals?)\b[^.!?\n]{0,25}?\b(?:you|we)\s*(?:can|will|could|['’]ll)\s+(?:easily\s+)?(?:outdo|beat|outrank|overtake|outperform|outshine)\b/i,
+  /\b(?:outdo|outrank|overtake|outperform|outshine|beat)\s+(?:your|the|local|bigger)\s+(?:[\w-]+\s+)?(?:competitors|competition|rivals)\b/i,
+  // "exactly what convinces someone spending £8k"
+  /\bexactly what\b[^.!?\n]{0,15}?\b(?:convinces|persuades|wins|sells)\b/i,
+  new RegExp(`\\bguarantee[sd]?\\b[^.!?\\n]{0,25}?\\b(?:results|rankings?|first page|page one|top spot|${SALES_RESULTS.slice(3, -1)})\\b`, "i"),
+  /\byou(?:['’]ll| will)\s+(?:get|see|win|receive|start getting)\s+more\b/i,
+  new RegExp(`\\b(?:will|we['\u2019]ll)\\s+(?:(?:bring|drive|generate|get)\\s+you|bring|drive|generate)\\s+more\\s+(?:[\\w-]+\\s+)?${SALES_RESULTS}\\b`, "i")
+];
 var NEGATION = [
   // "It's not just a haircut, it's an experience."
   /\b(?:it['’]?s|it is|this is|this isn['’]t|we['’]re|we are|they['’]re)\s+(?:not|more than)\s+(?:just|only|merely|simply)?\s*[^.!?\n]{1,60}?[,;.—-]\s*(?:it['’]?s|it is|this is|we['’]re|we are|they['’]re)\b/i,
@@ -378,12 +407,55 @@ var COPY_TELLS = [
     generation: 1,
     severity: "warn",
     surface: "copy",
-    why: "Truly, genuinely, ultimately, 'the single most', 'bar none': normal English once, and a tell when they stack. The house rules keep them for review, never blocking.",
+    why: "Truly, genuinely, clear, ultimately, 'the single most', 'bar none': normal English once, and a tell when they stack. The house rules keep them for review, never blocking.",
     fix: "Keep the one that lands hardest and cut the rest. 'What is genuinely excellent' reads better as 'what is excellent'.",
-    detect: phrases([new RegExp(`(?:^|\\b)(?:${[...REVIEW_PHRASES].sort((a, b) => b.length - a.length).map((p) => escape(p).replace(/^(\w)/, "\\b$1")).join("|")})`, "i")], quoted),
+    detect: phrases([new RegExp(`(?:^|\\b)(?:${[...REVIEW_PHRASES].sort((a, b) => b.length - a.length).map((p) => escape(p).replace(/^(\w)/, "\\b$1").replace(/(\w)$/, "$1\\b")).join("|")})`, "i")], quoted),
+    fixtures: {
+      flag: [f("content/home.md", "We are truly proud of it."), f("content/home.md", "You leave with a clear next step.")],
+      pass: [f("content/home.md", "We have fitted 400 boilers since 2009."), f("content/home.md", "Keep a safe clearance around the meter.")]
+    }
+  },
+  {
+    id: "sales-tagline",
+    name: "Sales tagline",
+    generation: 1,
+    severity: "warn",
+    surface: "copy",
+    why: "'So your budget goes where it counts', 'Real results', 'pages that convert': advert lines that sound like a pitch and say nothing a reader can check.",
+    fix: "Say what you will actually do and why. 'So your budget goes where it counts' becomes 'Oxford first, because that is where you want the work'.",
+    detect: phrases(SALES_TAGLINES, quoted),
+    fixtures: {
+      flag: [
+        f("content/home.md", "Strongest opportunities first, so your budget goes where it counts."),
+        f("content/home.md", "A clearer online presence. More enquiries. Real results.")
+      ],
+      pass: [
+        f("content/home.md", "We start with Oxford, then expand based on search demand and results."),
+        f("content/home.md", "We report the results every month.")
+      ]
+    }
+  },
+  {
+    id: "outcome-promise",
+    name: "Outcome promise",
+    generation: 1,
+    severity: "warn",
+    surface: "copy",
+    why: "'We'll turn that into enquiries', 'once the first areas are working', 'competitors you can outdo': a hoped-for result written as if it were delivered. Rankings and enquiries depend on things nobody controls.",
+    fix: "Promise the work, not the outcome. 'We'll turn that into enquiries' becomes 'We'll rewrite the page around the questions homeowners ask'. Results are measured and reported, never promised.",
+    detect: phrases(OUTCOME_PROMISES, quoted),
     fixtures: {
-      flag: [f("content/home.md", "We are truly proud of it.")],
-      pass: [f("content/home.md", "We have fitted 400 boilers since 2009.")]
+      flag: [
+        f("content/home.md", "We'll turn more of that into rewiring enquiries."),
+        f("content/home.md", "We add new towns once the first areas are working."),
+        f("content/home.md", "We target the competitors you can outdo."),
+        f("content/home.md", "We write exactly what convinces someone spending \xA38k.")
+      ],
+      pass: [
+        f("content/home.md", "We'll rewrite your rewiring page around homeowners' questions."),
+        f("content/home.md", "We record every rewiring enquiry, quotation and won job."),
+        f("content/home.md", "Once the fuse board is fitted, we test every circuit.")
+      ]
     }
   },
   {
@@ -2961,6 +3033,9 @@ var HOUSE = {
   // on 2026-09-24 after its estate hits were read (ROADMAP.md): 15 of 15 real.
   "chatbot-residue": { tier: "block", label: "chatbot residue. A chat reply was pasted in: remove it, and source or cut the claim it backed" },
   "review-phrase": { tier: "review", label: "review tier" },
+  // New 2026-10-14 (founder): review first, like every new tell, until estate hits are read.
+  "sales-tagline": { tier: "review", label: "sales tagline, say what you will actually do" },
+  "outcome-promise": { tier: "review", label: "outcome promise, promise the work, not the result" },
   "ai-vocabulary": { tier: "review", label: "AI vocabulary" },
   "stock-phrase": { tier: "review", label: "stock phrase" },
   "hollow-imperative": { tier: "review", label: "hollow imperative" },
@@ -3702,7 +3777,7 @@ var IMAGERY_TELLS = [
 ];
 
 // src/character/check.ts
-var CATALOGUE_VERSION = "2026.09.12";
+var CATALOGUE_VERSION = "2026.10.2";
 var CATALOGUE = [
   ...[...SOURCE_TELLS, ...COPY_TELLS, ...RESEARCH_TELLS, ...DENSITY_TELLS].map((t) => RENDERED_PATHS[t.id] ? { ...t, rendered: RENDERED_PATHS[t.id] } : t),
   ...SPECIFICITY_COPY_TELLS,

package/dist/{chunk-4LJFZH2I.js → chunk-2OBDCIVW.js}

@@ -10,10 +10,10 @@ import {
   levenshtein,
   normaliseFamily,
   parseColour
-} from "./chunk-WK2WMWTH.js";
+} from "./chunk-JGWOA4LI.js";
 import {
   TRADE_NOUNS
-} from "./chunk-CZ7KT452.js";
+} from "./chunk-7DQDF3VL.js";
 
 // src/direction/types.ts
 var DIRECTION_VERSION = 2;

package/dist/{chunk-LZVTN2KI.js → chunk-6NXPDCUO.js}

@@ -10,7 +10,7 @@ import {
   holdHouseBlocks,
   houseRule,
   scanSource
-} from "./chunk-WK2WMWTH.js";
+} from "./chunk-JGWOA4LI.js";
 import {
   compareCompetitor,
   compareFacts,
@@ -21,7 +21,7 @@ import {
   pageCopy,
   protectedFacts,
   visibleText
-} from "./chunk-CZ7KT452.js";
+} from "./chunk-7DQDF3VL.js";
 
 // src/character/config.ts
 var DEFAULT_IGNORE = [".claude", ".agents", ".cursor"];
@@ -620,7 +620,7 @@ async function pageSnapshot(target, cwd) {
     return readSnapshot(JSON.parse(readFileSync(local, "utf8")), target);
   }
   if (!/^https?:\/\//.test(target)) throw new Error(`${target} is neither a URL nor a snapshot file`);
-  const { snapshotUrl } = await import("./audit-43PC4LMS.js");
+  const { snapshotUrl } = await import("./audit-BN2GSFKT.js");
   return snapshotUrl(target);
 }
 async function briefFor(flags, cwd) {
@@ -631,7 +631,7 @@ async function briefFor(flags, cwd) {
     if (typeof brief === "string" && brief.trim()) return brief;
   } else if (flags.direction) throw new Error(`no such file: ${flags.direction}`);
   if (flags.null) {
-    const { loadNull } = await import("./cli-EDQNTWDD.js");
+    const { loadNull } = await import("./cli-NTNUZUFP.js");
     return loadNull(flags.null, cwd).brief;
   }
   return void 0;
@@ -657,37 +657,37 @@ async function compareWithCompetitor(flags, io) {
 function run(argv, io) {
   const [command, ...rest] = argv;
   if (command === "direction") {
-    return import("./cli-YUVATZD5.js").then((m) => m.runDirection(rest, io));
+    return import("./cli-MKZJMZUJ.js").then((m) => m.runDirection(rest, io));
   }
   if (command === "report" || command === "retrofit") {
-    return import("./cli-5DONIRMR.js").then((m) => m.runReport(command, rest, io));
+    return import("./cli-VFKKFRB4.js").then((m) => m.runReport(command, rest, io));
   }
   if (command === "register") {
-    return import("./cli-VPARW6FY.js").then((m) => m.runRegister(rest, io));
+    return import("./cli-ZXDGVDYU.js").then((m) => m.runRegister(rest, io));
   }
   if (command === "estate") {
-    return import("./cli-3IAIKGCP.js").then((m) => m.runEstate(rest, io));
+    return import("./cli-HUN5ZTH5.js").then((m) => m.runEstate(rest, io));
   }
   if (command === "null") {
-    return import("./cli-EDQNTWDD.js").then((m) => m.runNull(rest, io));
+    return import("./cli-NTNUZUFP.js").then((m) => m.runNull(rest, io));
   }
   if (command === "calibrate") {
-    return import("./cli-73JCUXAV.js").then((m) => m.runCalibrate(rest, io));
+    return import("./cli-DVYLDCEA.js").then((m) => m.runCalibrate(rest, io));
   }
   if (command === "tells" && rest[0] === "harvest") {
-    return import("./cli-EDQNTWDD.js").then((m) => m.runHarvest(rest, io)).catch((error) => {
+    return import("./cli-NTNUZUFP.js").then((m) => m.runHarvest(rest, io)).catch((error) => {
       io.err(`craft: ${error.message}`);
       return 2;
     });
   }
   if (command === "phone-first") {
-    return import("./cli-YHS2VPWQ.js").then((m) => m.runPhoneFirst(rest, io));
+    return import("./cli-LSJI7QRD.js").then((m) => m.runPhoneFirst(rest, io));
   }
   if (command === "viewports") {
-    return import("./viewports-cli-RYV4LDQK.js").then((m) => m.runViewports(rest, io));
+    return import("./viewports-cli-C4VXMPKK.js").then((m) => m.runViewports(rest, io));
   }
   if (command === "snapshot" || command === "audit") {
-    return import("./cli-EOXIJOJN.js").then((m) => m.runAudit(command, rest, io));
+    return import("./cli-IREKGVSM.js").then((m) => m.runAudit(command, rest, io));
   }
   if (!command || command === "help" || command === "--help" || command === "-h") {
     io.out(HELP);

package/dist/{chunk-CZ7KT452.js → chunk-7DQDF3VL.js}

@@ -606,6 +606,8 @@ var REVIEW_PHRASES = [
   "truly",
   "genuinely",
   "deeply",
+  "clear",
+  "clearly",
   "ultimately",
   "one-size-fits-all",
   "one size fits all",
@@ -616,6 +618,33 @@ var REVIEW_PHRASES = [
   "arguably the best",
   "bar none"
 ];
+var SALES_TAGLINES = [
+  /\bwhere it (?:really |truly )?(?:counts|matters)(?: most)?\b/i,
+  /\breal,? (?:measurable |tangible )?results\b/i,
+  /\bresults that (?:matter|count|speak|last)\b/i,
+  /\bresults you can (?:see|trust|measure)\b/i,
+  /\bwork(?:s|ing)? harder for you\b/i,
+  /\bmake (?:every|your) (?:penny|pound) count\b/i,
+  /\bevery (?:penny|pound) (?:counts|works)\b/i,
+  /\bbang for your buck\b/i,
+  /\bstand out from the (?:crowd|competition)\b/i,
+  /\b(?:pages?|websites?|sites?|copy|content|ads?) that (?:actually |really )?(?:converts?|sells?)\b/i
+];
+var SALES_RESULTS = "(?:enquiries|leads|customers|clients|sales|jobs|bookings|revenue|calls|traffic|profit)";
+var OUTCOME_PROMISES = [
+  // "We'll turn more of that into rewiring enquiries"
+  new RegExp(`\\bturn(?:s|ing)?\\b[^.!?\\n]{0,50}?\\binto\\s+(?:more\\s+|real\\s+|paying\\s+)?(?:[\\w-]+\\s+)?${SALES_RESULTS}\\b`, "i"),
+  // "once the first areas are working"
+  /\bonce\b[^.!?\n]{0,40}?\b(?:is|are|starts?|begins?)\s+(?:working|paying off|performing|ranking|delivering|bringing in)\b/i,
+  // "competitors you can outdo"
+  /\b(?:competitors?|competition|rivals?)\b[^.!?\n]{0,25}?\b(?:you|we)\s*(?:can|will|could|['’]ll)\s+(?:easily\s+)?(?:outdo|beat|outrank|overtake|outperform|outshine)\b/i,
+  /\b(?:outdo|outrank|overtake|outperform|outshine|beat)\s+(?:your|the|local|bigger)\s+(?:[\w-]+\s+)?(?:competitors|competition|rivals)\b/i,
+  // "exactly what convinces someone spending £8k"
+  /\bexactly what\b[^.!?\n]{0,15}?\b(?:convinces|persuades|wins|sells)\b/i,
+  new RegExp(`\\bguarantee[sd]?\\b[^.!?\\n]{0,25}?\\b(?:results|rankings?|first page|page one|top spot|${SALES_RESULTS.slice(3, -1)})\\b`, "i"),
+  /\byou(?:['’]ll| will)\s+(?:get|see|win|receive|start getting)\s+more\b/i,
+  new RegExp(`\\b(?:will|we['\u2019]ll)\\s+(?:(?:bring|drive|generate|get)\\s+you|bring|drive|generate)\\s+more\\s+(?:[\\w-]+\\s+)?${SALES_RESULTS}\\b`, "i")
+];
 var NEGATION = [
   // "It's not just a haircut, it's an experience."
   /\b(?:it['’]?s|it is|this is|this isn['’]t|we['’]re|we are|they['’]re)\s+(?:not|more than)\s+(?:just|only|merely|simply)?\s*[^.!?\n]{1,60}?[,;.—-]\s*(?:it['’]?s|it is|this is|we['’]re|we are|they['’]re)\b/i,
@@ -801,12 +830,55 @@ var COPY_TELLS = [
     generation: 1,
     severity: "warn",
     surface: "copy",
-    why: "Truly, genuinely, ultimately, 'the single most', 'bar none': normal English once, and a tell when they stack. The house rules keep them for review, never blocking.",
+    why: "Truly, genuinely, clear, ultimately, 'the single most', 'bar none': normal English once, and a tell when they stack. The house rules keep them for review, never blocking.",
     fix: "Keep the one that lands hardest and cut the rest. 'What is genuinely excellent' reads better as 'what is excellent'.",
-    detect: phrases([new RegExp(`(?:^|\\b)(?:${[...REVIEW_PHRASES].sort((a, b) => b.length - a.length).map((p) => escape(p).replace(/^(\w)/, "\\b$1")).join("|")})`, "i")], quoted),
+    detect: phrases([new RegExp(`(?:^|\\b)(?:${[...REVIEW_PHRASES].sort((a, b) => b.length - a.length).map((p) => escape(p).replace(/^(\w)/, "\\b$1").replace(/(\w)$/, "$1\\b")).join("|")})`, "i")], quoted),
+    fixtures: {
+      flag: [f("content/home.md", "We are truly proud of it."), f("content/home.md", "You leave with a clear next step.")],
+      pass: [f("content/home.md", "We have fitted 400 boilers since 2009."), f("content/home.md", "Keep a safe clearance around the meter.")]
+    }
+  },
+  {
+    id: "sales-tagline",
+    name: "Sales tagline",
+    generation: 1,
+    severity: "warn",
+    surface: "copy",
+    why: "'So your budget goes where it counts', 'Real results', 'pages that convert': advert lines that sound like a pitch and say nothing a reader can check.",
+    fix: "Say what you will actually do and why. 'So your budget goes where it counts' becomes 'Oxford first, because that is where you want the work'.",
+    detect: phrases(SALES_TAGLINES, quoted),
+    fixtures: {
+      flag: [
+        f("content/home.md", "Strongest opportunities first, so your budget goes where it counts."),
+        f("content/home.md", "A clearer online presence. More enquiries. Real results.")
+      ],
+      pass: [
+        f("content/home.md", "We start with Oxford, then expand based on search demand and results."),
+        f("content/home.md", "We report the results every month.")
+      ]
+    }
+  },
+  {
+    id: "outcome-promise",
+    name: "Outcome promise",
+    generation: 1,
+    severity: "warn",
+    surface: "copy",
+    why: "'We'll turn that into enquiries', 'once the first areas are working', 'competitors you can outdo': a hoped-for result written as if it were delivered. Rankings and enquiries depend on things nobody controls.",
+    fix: "Promise the work, not the outcome. 'We'll turn that into enquiries' becomes 'We'll rewrite the page around the questions homeowners ask'. Results are measured and reported, never promised.",
+    detect: phrases(OUTCOME_PROMISES, quoted),
     fixtures: {
-      flag: [f("content/home.md", "We are truly proud of it.")],
-      pass: [f("content/home.md", "We have fitted 400 boilers since 2009.")]
+      flag: [
+        f("content/home.md", "We'll turn more of that into rewiring enquiries."),
+        f("content/home.md", "We add new towns once the first areas are working."),
+        f("content/home.md", "We target the competitors you can outdo."),
+        f("content/home.md", "We write exactly what convinces someone spending \xA38k.")
+      ],
+      pass: [
+        f("content/home.md", "We'll rewrite your rewiring page around homeowners' questions."),
+        f("content/home.md", "We record every rewiring enquiry, quotation and won job."),
+        f("content/home.md", "Once the fuse board is fitted, we test every circuit.")
+      ]
     }
   },
   {

package/dist/{chunk-RFU5CIST.js → chunk-FQYKKKHI.js}

@@ -4,13 +4,13 @@ import {
   formatDirectionMatches,
   summariseDirection,
   validateDirection
-} from "./chunk-4LJFZH2I.js";
+} from "./chunk-2OBDCIVW.js";
 import {
   loadNull
-} from "./chunk-H4UF2I7V.js";
+} from "./chunk-IZ6GTU54.js";
 import {
   parseFlags
-} from "./chunk-LZVTN2KI.js";
+} from "./chunk-6NXPDCUO.js";
 import {
   toJson
 } from "./chunk-QIEDBL4J.js";
@@ -30,7 +30,7 @@ import {
   rhythmOf,
   shapeName,
   temperatureName
-} from "./chunk-WK2WMWTH.js";
+} from "./chunk-JGWOA4LI.js";
 
 // src/estate/cli.ts
 import { existsSync, readFileSync, writeFileSync } from "fs";
@@ -133,7 +133,7 @@ async function snapshotOf(target, cwd) {
     return snap;
   }
   if (!/^https?:\/\//.test(target)) throw new Error(`${target} is neither a URL, a snapshot file, nor a site in the register`);
-  const { snapshotUrl } = await import("./audit-43PC4LMS.js");
+  const { snapshotUrl } = await import("./audit-BN2GSFKT.js");
   return snapshotUrl(target);
 }
 var line = (distance, sibling, shared) => `${distance.toFixed(2)}${sibling ? "  SIBLING" : ""}${shared.length ? `  shares ${shared.join(", ")}` : ""}`;

package/dist/{chunk-3CD3DTEI.js → chunk-GOPHZI6O.js}

@@ -1,11 +1,11 @@
 import {
   snapshotUrl,
   snapshotUrls
-} from "./chunk-VDUIIWG7.js";
+} from "./chunk-YOZLPNJS.js";
 import {
   describeTypicality,
   loadNull
-} from "./chunk-H4UF2I7V.js";
+} from "./chunk-IZ6GTU54.js";
 import {
   SOURCE_FILE,
   finish,
@@ -14,7 +14,7 @@ import {
   parseFlags,
   prepareReport,
   readPaths
-} from "./chunk-LZVTN2KI.js";
+} from "./chunk-6NXPDCUO.js";
 import {
   toJson
 } from "./chunk-QIEDBL4J.js";
@@ -28,7 +28,7 @@ import {
   rhythmOf,
   scanSource,
   typicality
-} from "./chunk-WK2WMWTH.js";
+} from "./chunk-JGWOA4LI.js";
 
 // src/audit/cli.ts
 import { existsSync, readFileSync, writeFileSync } from "fs";

package/dist/{chunk-H4UF2I7V.js → chunk-IZ6GTU54.js}

@@ -3,7 +3,7 @@ import {
 } from "./chunk-OQXTQQAU.js";
 import {
   parseFlags
-} from "./chunk-LZVTN2KI.js";
+} from "./chunk-6NXPDCUO.js";
 import {
   toJson
 } from "./chunk-QIEDBL4J.js";
@@ -22,10 +22,10 @@ import {
   hueSwatch,
   nullPrompt,
   scanSource
-} from "./chunk-WK2WMWTH.js";
+} from "./chunk-JGWOA4LI.js";
 import {
   extractStrings
-} from "./chunk-CZ7KT452.js";
+} from "./chunk-7DQDF3VL.js";
 
 // src/null/cli.ts
 import { existsSync, mkdirSync, readdirSync, readFileSync, rmSync, statSync, writeFileSync } from "fs";
@@ -120,7 +120,7 @@ async function build(flags, io) {
   const toShoot = ids.filter((id) => existsSync(join(pages, `${id}.html`)) && !existsSync(join(shots, `${id}.json`)));
   if (toShoot.length) {
     io.out(`craft null: snapshotting ${toShoot.length} page${toShoot.length === 1 ? "" : "s"}`);
-    const { snapshotUrls } = await import("./audit-43PC4LMS.js");
+    const { snapshotUrls } = await import("./audit-BN2GSFKT.js");
     const results = await snapshotUrls(toShoot.map((id) => pathToFileURL(join(pages, `${id}.html`)).href));
     results.forEach((r, i) => {
       const id = toShoot[i];
@@ -241,7 +241,7 @@ async function importPages(flags, io) {
   const toShoot = pages.filter((p) => !existsSync(join(shots, `${p.id}.json`)));
   if (toShoot.length) {
     io.out(`craft null: snapshotting ${toShoot.length} page${toShoot.length === 1 ? "" : "s"} from ${flags.builder}`);
-    const { snapshotUrls } = await import("./audit-43PC4LMS.js");
+    const { snapshotUrls } = await import("./audit-BN2GSFKT.js");
     const servers = /* @__PURE__ */ new Map();
     try {
       for (const p of toShoot) if (!servers.has(p.root)) servers.set(p.root, await serveDir(p.root));

package/dist/{chunk-WK2WMWTH.js → chunk-JGWOA4LI.js}

@@ -9,7 +9,7 @@ import {
   parseFile,
   sentencesOf,
   specificity
-} from "./chunk-CZ7KT452.js";
+} from "./chunk-7DQDF3VL.js";
 import {
   SNAPSHOT_VERSION
 } from "./chunk-QYBAVU3P.js";
@@ -2425,6 +2425,9 @@ var HOUSE = {
   // on 2026-09-24 after its estate hits were read (ROADMAP.md): 15 of 15 real.
   "chatbot-residue": { tier: "block", label: "chatbot residue. A chat reply was pasted in: remove it, and source or cut the claim it backed" },
   "review-phrase": { tier: "review", label: "review tier" },
+  // New 2026-10-14 (founder): review first, like every new tell, until estate hits are read.
+  "sales-tagline": { tier: "review", label: "sales tagline, say what you will actually do" },
+  "outcome-promise": { tier: "review", label: "outcome promise, promise the work, not the result" },
   "ai-vocabulary": { tier: "review", label: "AI vocabulary" },
   "stock-phrase": { tier: "review", label: "stock phrase" },
   "hollow-imperative": { tier: "review", label: "hollow imperative" },
@@ -3020,7 +3023,7 @@ var IMAGERY_TELLS = [
 ];
 
 // src/character/check.ts
-var CATALOGUE_VERSION = "2026.09.12";
+var CATALOGUE_VERSION = "2026.10.2";
 var CATALOGUE = [
   ...[...SOURCE_TELLS, ...COPY_TELLS, ...RESEARCH_TELLS, ...DENSITY_TELLS].map((t) => RENDERED_PATHS[t.id] ? { ...t, rendered: RENDERED_PATHS[t.id] } : t),
   ...SPECIFICITY_COPY_TELLS,

package/dist/{chunk-VDUIIWG7.js → chunk-YOZLPNJS.js}

@@ -4,7 +4,7 @@ import {
 import {
   auditSnapshot,
   fingerprint
-} from "./chunk-WK2WMWTH.js";
+} from "./chunk-JGWOA4LI.js";
 import {
   SNAPSHOT_VERSION
 } from "./chunk-QYBAVU3P.js";

package/dist/{cli-73JCUXAV.js → cli-DVYLDCEA.js}

@@ -4,11 +4,11 @@ import {
 import {
   expandNullTargets,
   loadNull
-} from "./chunk-H4UF2I7V.js";
+} from "./chunk-IZ6GTU54.js";
 import "./chunk-OQXTQQAU.js";
 import {
   parseFlags
-} from "./chunk-LZVTN2KI.js";
+} from "./chunk-6NXPDCUO.js";
 import {
   toJson
 } from "./chunk-QIEDBL4J.js";
@@ -21,8 +21,8 @@ import {
   fingerprint,
   scanSource,
   typicality
-} from "./chunk-WK2WMWTH.js";
-import "./chunk-CZ7KT452.js";
+} from "./chunk-JGWOA4LI.js";
+import "./chunk-7DQDF3VL.js";
 import {
   SNAPSHOT_VERSION
 } from "./chunk-QYBAVU3P.js";
@@ -188,7 +188,7 @@ async function runCalibrate(args, io) {
     if (toTake.length) {
       io.err(`craft calibrate: taking ${toTake.length} snapshot${toTake.length === 1 ? "" : "s"}`);
       try {
-        const { snapshotUrls } = await import("./audit-43PC4LMS.js");
+        const { snapshotUrls } = await import("./audit-BN2GSFKT.js");
         const results = await snapshotUrls(toTake.map((t) => t.url));
         results.forEach((r, i) => {
           const { entry, keep } = toTake[i];

package/dist/{cli-3IAIKGCP.js → cli-HUN5ZTH5.js}

@@ -4,15 +4,15 @@ import {
   formatPairs,
   loadEstate,
   runEstate
-} from "./chunk-RFU5CIST.js";
-import "./chunk-4LJFZH2I.js";
-import "./chunk-H4UF2I7V.js";
+} from "./chunk-FQYKKKHI.js";
+import "./chunk-2OBDCIVW.js";
+import "./chunk-IZ6GTU54.js";
 import "./chunk-OQXTQQAU.js";
-import "./chunk-LZVTN2KI.js";
+import "./chunk-6NXPDCUO.js";
 import "./chunk-QIEDBL4J.js";
 import "./chunk-WUACK2HX.js";
-import "./chunk-WK2WMWTH.js";
-import "./chunk-CZ7KT452.js";
+import "./chunk-JGWOA4LI.js";
+import "./chunk-7DQDF3VL.js";
 import "./chunk-QYBAVU3P.js";
 export {
   formatComponentPairs,

package/dist/{cli-EOXIJOJN.js → cli-IREKGVSM.js}

@@ -4,16 +4,16 @@ import {
   merge,
   resolvePages,
   runAudit
-} from "./chunk-3CD3DTEI.js";
-import "./chunk-VDUIIWG7.js";
+} from "./chunk-GOPHZI6O.js";
+import "./chunk-YOZLPNJS.js";
 import "./chunk-JYNXGCYZ.js";
-import "./chunk-H4UF2I7V.js";
+import "./chunk-IZ6GTU54.js";
 import "./chunk-OQXTQQAU.js";
-import "./chunk-LZVTN2KI.js";
+import "./chunk-6NXPDCUO.js";
 import "./chunk-QIEDBL4J.js";
 import "./chunk-WUACK2HX.js";
-import "./chunk-WK2WMWTH.js";
-import "./chunk-CZ7KT452.js";
+import "./chunk-JGWOA4LI.js";
+import "./chunk-7DQDF3VL.js";
 import "./chunk-QYBAVU3P.js";
 export {
   describeComponents,

package/dist/{cli-YHS2VPWQ.js → cli-LSJI7QRD.js}

@@ -9,12 +9,12 @@ import {
 import {
   SOURCE_FILE,
   readPaths
-} from "./chunk-LZVTN2KI.js";
+} from "./chunk-6NXPDCUO.js";
 import {
   toJson
 } from "./chunk-QIEDBL4J.js";
-import "./chunk-WK2WMWTH.js";
-import "./chunk-CZ7KT452.js";
+import "./chunk-JGWOA4LI.js";
+import "./chunk-7DQDF3VL.js";
 import "./chunk-QYBAVU3P.js";
 
 // src/phone/cli.ts

package/dist/{cli-YUVATZD5.js → cli-MKZJMZUJ.js}

@@ -7,10 +7,10 @@ import {
   PROPOSED,
   researchPrompt,
   validateDirection
-} from "./chunk-4LJFZH2I.js";
+} from "./chunk-2OBDCIVW.js";
 import {
   parseFlags
-} from "./chunk-LZVTN2KI.js";
+} from "./chunk-6NXPDCUO.js";
 import {
   toJson
 } from "./chunk-QIEDBL4J.js";
@@ -26,8 +26,8 @@ import {
   isCream,
   oklchToRgb,
   parseColour
-} from "./chunk-WK2WMWTH.js";
-import "./chunk-CZ7KT452.js";
+} from "./chunk-JGWOA4LI.js";
+import "./chunk-7DQDF3VL.js";
 import "./chunk-QYBAVU3P.js";
 
 // src/direction/cli.ts
@@ -208,7 +208,7 @@ var readJson = (path) => JSON.parse(readFileSync(path, "utf8"));
 async function snapshotFrom(target, cwd) {
   if (!target) return void 0;
   if (/^https?:\/\//.test(target)) {
-    const { snapshotUrl } = await import("./audit-43PC4LMS.js");
+    const { snapshotUrl } = await import("./audit-BN2GSFKT.js");
     return snapshotUrl(target);
   }
   return readSnapshot(readJson(resolve(cwd, target)), target);

package/dist/{cli-EDQNTWDD.js → cli-NTNUZUFP.js}

@@ -9,13 +9,13 @@ import {
   runHarvest,
   runNull,
   serveDir
-} from "./chunk-H4UF2I7V.js";
+} from "./chunk-IZ6GTU54.js";
 import "./chunk-OQXTQQAU.js";
-import "./chunk-LZVTN2KI.js";
+import "./chunk-6NXPDCUO.js";
 import "./chunk-QIEDBL4J.js";
 import "./chunk-WUACK2HX.js";
-import "./chunk-WK2WMWTH.js";
-import "./chunk-CZ7KT452.js";
+import "./chunk-JGWOA4LI.js";
+import "./chunk-7DQDF3VL.js";
 import "./chunk-QYBAVU3P.js";
 export {
   describeTypicality,

package/dist/{cli-5DONIRMR.js → cli-VFKKFRB4.js}

@@ -3,21 +3,21 @@ import {
 } from "./chunk-OKVHWXYV.js";
 import {
   merge
-} from "./chunk-3CD3DTEI.js";
-import "./chunk-VDUIIWG7.js";
+} from "./chunk-GOPHZI6O.js";
+import "./chunk-YOZLPNJS.js";
 import "./chunk-JYNXGCYZ.js";
 import {
   SIBLING_AT,
   compareToEstate,
   loadEstate
-} from "./chunk-RFU5CIST.js";
+} from "./chunk-FQYKKKHI.js";
 import {
   PAGE_TYPES,
   validateDirection
-} from "./chunk-4LJFZH2I.js";
+} from "./chunk-2OBDCIVW.js";
 import {
   loadNull
-} from "./chunk-H4UF2I7V.js";
+} from "./chunk-IZ6GTU54.js";
 import "./chunk-OQXTQQAU.js";
 import {
   COPY_FILE,
@@ -28,7 +28,7 @@ import {
   loadExceptions,
   parseFlags,
   readPaths
-} from "./chunk-LZVTN2KI.js";
+} from "./chunk-6NXPDCUO.js";
 import {
   toJson
 } from "./chunk-QIEDBL4J.js";
@@ -42,8 +42,8 @@ import {
   fingerprint,
   scanSource,
   typicality
-} from "./chunk-WK2WMWTH.js";
-import "./chunk-CZ7KT452.js";
+} from "./chunk-JGWOA4LI.js";
+import "./chunk-7DQDF3VL.js";
 import "./chunk-QYBAVU3P.js";
 
 // src/report/cli.ts
@@ -126,7 +126,7 @@ async function runReport(command, args, io) {
     if (/\.json$/i.test(target2) && existsSync(local)) {
       snap = readSnapshot(JSON.parse(readFileSync(local, "utf8")), target2);
     } else {
-      const { snapshotUrl } = await import("./audit-43PC4LMS.js");
+      const { snapshotUrl } = await import("./audit-BN2GSFKT.js");
       snap = await snapshotUrl(target2);
     }
     const fp = fingerprint(snap);

package/dist/{cli-VPARW6FY.js → cli-ZXDGVDYU.js}

@@ -9,7 +9,7 @@ import {
   STOCK_PHRASES,
   countWords,
   specificity
-} from "./chunk-CZ7KT452.js";
+} from "./chunk-7DQDF3VL.js";
 
 // src/register/cli.ts
 import { existsSync, readFileSync } from "fs";

package/dist/cli.js

@@ -1,10 +1,10 @@
 #!/usr/bin/env node
 import {
   run
-} from "./chunk-LZVTN2KI.js";
+} from "./chunk-6NXPDCUO.js";
 import "./chunk-QIEDBL4J.js";
-import "./chunk-WK2WMWTH.js";
-import "./chunk-CZ7KT452.js";
+import "./chunk-JGWOA4LI.js";
+import "./chunk-7DQDF3VL.js";
 import "./chunk-QYBAVU3P.js";
 
 // src/cli.ts

package/dist/index.cjs

@@ -2003,6 +2003,8 @@ var REVIEW_PHRASES = [
   "truly",
   "genuinely",
   "deeply",
+  "clear",
+  "clearly",
   "ultimately",
   "one-size-fits-all",
   "one size fits all",
@@ -2013,6 +2015,33 @@ var REVIEW_PHRASES = [
   "arguably the best",
   "bar none"
 ];
+var SALES_TAGLINES = [
+  /\bwhere it (?:really |truly )?(?:counts|matters)(?: most)?\b/i,
+  /\breal,? (?:measurable |tangible )?results\b/i,
+  /\bresults that (?:matter|count|speak|last)\b/i,
+  /\bresults you can (?:see|trust|measure)\b/i,
+  /\bwork(?:s|ing)? harder for you\b/i,
+  /\bmake (?:every|your) (?:penny|pound) count\b/i,
+  /\bevery (?:penny|pound) (?:counts|works)\b/i,
+  /\bbang for your buck\b/i,
+  /\bstand out from the (?:crowd|competition)\b/i,
+  /\b(?:pages?|websites?|sites?|copy|content|ads?) that (?:actually |really )?(?:converts?|sells?)\b/i
+];
+var SALES_RESULTS = "(?:enquiries|leads|customers|clients|sales|jobs|bookings|revenue|calls|traffic|profit)";
+var OUTCOME_PROMISES = [
+  // "We'll turn more of that into rewiring enquiries"
+  new RegExp(`\\bturn(?:s|ing)?\\b[^.!?\\n]{0,50}?\\binto\\s+(?:more\\s+|real\\s+|paying\\s+)?(?:[\\w-]+\\s+)?${SALES_RESULTS}\\b`, "i"),
+  // "once the first areas are working"
+  /\bonce\b[^.!?\n]{0,40}?\b(?:is|are|starts?|begins?)\s+(?:working|paying off|performing|ranking|delivering|bringing in)\b/i,
+  // "competitors you can outdo"
+  /\b(?:competitors?|competition|rivals?)\b[^.!?\n]{0,25}?\b(?:you|we)\s*(?:can|will|could|['’]ll)\s+(?:easily\s+)?(?:outdo|beat|outrank|overtake|outperform|outshine)\b/i,
+  /\b(?:outdo|outrank|overtake|outperform|outshine|beat)\s+(?:your|the|local|bigger)\s+(?:[\w-]+\s+)?(?:competitors|competition|rivals)\b/i,
+  // "exactly what convinces someone spending £8k"
+  /\bexactly what\b[^.!?\n]{0,15}?\b(?:convinces|persuades|wins|sells)\b/i,
+  new RegExp(`\\bguarantee[sd]?\\b[^.!?\\n]{0,25}?\\b(?:results|rankings?|first page|page one|top spot|${SALES_RESULTS.slice(3, -1)})\\b`, "i"),
+  /\byou(?:['’]ll| will)\s+(?:get|see|win|receive|start getting)\s+more\b/i,
+  new RegExp(`\\b(?:will|we['\u2019]ll)\\s+(?:(?:bring|drive|generate|get)\\s+you|bring|drive|generate)\\s+more\\s+(?:[\\w-]+\\s+)?${SALES_RESULTS}\\b`, "i")
+];
 var NEGATION = [
   // "It's not just a haircut, it's an experience."
   /\b(?:it['’]?s|it is|this is|this isn['’]t|we['’]re|we are|they['’]re)\s+(?:not|more than)\s+(?:just|only|merely|simply)?\s*[^.!?\n]{1,60}?[,;.—-]\s*(?:it['’]?s|it is|this is|we['’]re|we are|they['’]re)\b/i,
@@ -2198,12 +2227,55 @@ var COPY_TELLS = [
     generation: 1,
     severity: "warn",
     surface: "copy",
-    why: "Truly, genuinely, ultimately, 'the single most', 'bar none': normal English once, and a tell when they stack. The house rules keep them for review, never blocking.",
+    why: "Truly, genuinely, clear, ultimately, 'the single most', 'bar none': normal English once, and a tell when they stack. The house rules keep them for review, never blocking.",
     fix: "Keep the one that lands hardest and cut the rest. 'What is genuinely excellent' reads better as 'what is excellent'.",
-    detect: phrases([new RegExp(`(?:^|\\b)(?:${[...REVIEW_PHRASES].sort((a, b) => b.length - a.length).map((p) => escape(p).replace(/^(\w)/, "\\b$1")).join("|")})`, "i")], quoted),
+    detect: phrases([new RegExp(`(?:^|\\b)(?:${[...REVIEW_PHRASES].sort((a, b) => b.length - a.length).map((p) => escape(p).replace(/^(\w)/, "\\b$1").replace(/(\w)$/, "$1\\b")).join("|")})`, "i")], quoted),
+    fixtures: {
+      flag: [f("content/home.md", "We are truly proud of it."), f("content/home.md", "You leave with a clear next step.")],
+      pass: [f("content/home.md", "We have fitted 400 boilers since 2009."), f("content/home.md", "Keep a safe clearance around the meter.")]
+    }
+  },
+  {
+    id: "sales-tagline",
+    name: "Sales tagline",
+    generation: 1,
+    severity: "warn",
+    surface: "copy",
+    why: "'So your budget goes where it counts', 'Real results', 'pages that convert': advert lines that sound like a pitch and say nothing a reader can check.",
+    fix: "Say what you will actually do and why. 'So your budget goes where it counts' becomes 'Oxford first, because that is where you want the work'.",
+    detect: phrases(SALES_TAGLINES, quoted),
+    fixtures: {
+      flag: [
+        f("content/home.md", "Strongest opportunities first, so your budget goes where it counts."),
+        f("content/home.md", "A clearer online presence. More enquiries. Real results.")
+      ],
+      pass: [
+        f("content/home.md", "We start with Oxford, then expand based on search demand and results."),
+        f("content/home.md", "We report the results every month.")
+      ]
+    }
+  },
+  {
+    id: "outcome-promise",
+    name: "Outcome promise",
+    generation: 1,
+    severity: "warn",
+    surface: "copy",
+    why: "'We'll turn that into enquiries', 'once the first areas are working', 'competitors you can outdo': a hoped-for result written as if it were delivered. Rankings and enquiries depend on things nobody controls.",
+    fix: "Promise the work, not the outcome. 'We'll turn that into enquiries' becomes 'We'll rewrite the page around the questions homeowners ask'. Results are measured and reported, never promised.",
+    detect: phrases(OUTCOME_PROMISES, quoted),
     fixtures: {
-      flag: [f("content/home.md", "We are truly proud of it.")],
-      pass: [f("content/home.md", "We have fitted 400 boilers since 2009.")]
+      flag: [
+        f("content/home.md", "We'll turn more of that into rewiring enquiries."),
+        f("content/home.md", "We add new towns once the first areas are working."),
+        f("content/home.md", "We target the competitors you can outdo."),
+        f("content/home.md", "We write exactly what convinces someone spending \xA38k.")
+      ],
+      pass: [
+        f("content/home.md", "We'll rewrite your rewiring page around homeowners' questions."),
+        f("content/home.md", "We record every rewiring enquiry, quotation and won job."),
+        f("content/home.md", "Once the fuse board is fitted, we test every circuit.")
+      ]
     }
   },
   {
@@ -5118,6 +5190,9 @@ var HOUSE = {
   // on 2026-09-24 after its estate hits were read (ROADMAP.md): 15 of 15 real.
   "chatbot-residue": { tier: "block", label: "chatbot residue. A chat reply was pasted in: remove it, and source or cut the claim it backed" },
   "review-phrase": { tier: "review", label: "review tier" },
+  // New 2026-10-14 (founder): review first, like every new tell, until estate hits are read.
+  "sales-tagline": { tier: "review", label: "sales tagline, say what you will actually do" },
+  "outcome-promise": { tier: "review", label: "outcome promise, promise the work, not the result" },
   "ai-vocabulary": { tier: "review", label: "AI vocabulary" },
   "stock-phrase": { tier: "review", label: "stock phrase" },
   "hollow-imperative": { tier: "review", label: "hollow imperative" },
@@ -6323,7 +6398,7 @@ var IMAGERY_TELLS = [
 ];
 
 // src/character/check.ts
-var CATALOGUE_VERSION = "2026.09.12";
+var CATALOGUE_VERSION = "2026.10.2";
 var CATALOGUE = [
   ...[...SOURCE_TELLS, ...COPY_TELLS, ...RESEARCH_TELLS, ...DENSITY_TELLS].map((t) => RENDERED_PATHS[t.id] ? { ...t, rendered: RENDERED_PATHS[t.id] } : t),
   ...SPECIFICITY_COPY_TELLS,

package/dist/index.d.cts

@@ -1252,7 +1252,7 @@ interface CheckReport {
  * Bumped whenever an entry is added, removed or its detection changes, so a
  * report can say which list it was judged against.
  */
-declare const CATALOGUE_VERSION = "2026.09.12";
+declare const CATALOGUE_VERSION = "2026.10.2";
 declare const CATALOGUE: readonly Tell[];
 declare function tellById(id: string): Tell | undefined;
 /**
@@ -3013,7 +3013,7 @@ declare const NEGATIVE_REASSURANCE: readonly ["no risk", "never locked in", "not
 /** Banned only when vague. Reported for review, never blocking. */
 declare const VAGUE_WORDS: readonly ["innovative", "scalable", "end-to-end", "streamline", "solutions"];
 /** The review tier of copy-rules.md: normal English once, a tell when stacked. */
-declare const REVIEW_PHRASES: readonly ["great question", "of course!", "absolutely!", "absolutely,", "truly", "genuinely", "deeply", "ultimately", "one-size-fits-all", "one size fits all", "let me know if you'd", "the single most", "by far the most", "hands down the", "arguably the best", "bar none"];
+declare const REVIEW_PHRASES: readonly ["great question", "of course!", "absolutely!", "absolutely,", "truly", "genuinely", "deeply", "clear", "clearly", "ultimately", "one-size-fits-all", "one size fits all", "let me know if you'd", "the single most", "by far the most", "hands down the", "arguably the best", "bar none"];
 
 /**
  * The reason rule, one standard for every layer of an art direction.

package/dist/index.d.ts

@@ -1252,7 +1252,7 @@ interface CheckReport {
  * Bumped whenever an entry is added, removed or its detection changes, so a
  * report can say which list it was judged against.
  */
-declare const CATALOGUE_VERSION = "2026.09.12";
+declare const CATALOGUE_VERSION = "2026.10.2";
 declare const CATALOGUE: readonly Tell[];
 declare function tellById(id: string): Tell | undefined;
 /**
@@ -3013,7 +3013,7 @@ declare const NEGATIVE_REASSURANCE: readonly ["no risk", "never locked in", "not
 /** Banned only when vague. Reported for review, never blocking. */
 declare const VAGUE_WORDS: readonly ["innovative", "scalable", "end-to-end", "streamline", "solutions"];
 /** The review tier of copy-rules.md: normal English once, a tell when stacked. */
-declare const REVIEW_PHRASES: readonly ["great question", "of course!", "absolutely!", "absolutely,", "truly", "genuinely", "deeply", "ultimately", "one-size-fits-all", "one size fits all", "let me know if you'd", "the single most", "by far the most", "hands down the", "arguably the best", "bar none"];
+declare const REVIEW_PHRASES: readonly ["great question", "of course!", "absolutely!", "absolutely,", "truly", "genuinely", "deeply", "clear", "clearly", "ultimately", "one-size-fits-all", "one size fits all", "let me know if you'd", "the single most", "by far the most", "hands down the", "arguably the best", "bar none"];
 
 /**
  * The reason rule, one standard for every layer of an art direction.

package/dist/index.js

@@ -1701,6 +1701,8 @@ var REVIEW_PHRASES = [
   "truly",
   "genuinely",
   "deeply",
+  "clear",
+  "clearly",
   "ultimately",
   "one-size-fits-all",
   "one size fits all",
@@ -1711,6 +1713,33 @@ var REVIEW_PHRASES = [
   "arguably the best",
   "bar none"
 ];
+var SALES_TAGLINES = [
+  /\bwhere it (?:really |truly )?(?:counts|matters)(?: most)?\b/i,
+  /\breal,? (?:measurable |tangible )?results\b/i,
+  /\bresults that (?:matter|count|speak|last)\b/i,
+  /\bresults you can (?:see|trust|measure)\b/i,
+  /\bwork(?:s|ing)? harder for you\b/i,
+  /\bmake (?:every|your) (?:penny|pound) count\b/i,
+  /\bevery (?:penny|pound) (?:counts|works)\b/i,
+  /\bbang for your buck\b/i,
+  /\bstand out from the (?:crowd|competition)\b/i,
+  /\b(?:pages?|websites?|sites?|copy|content|ads?) that (?:actually |really )?(?:converts?|sells?)\b/i
+];
+var SALES_RESULTS = "(?:enquiries|leads|customers|clients|sales|jobs|bookings|revenue|calls|traffic|profit)";
+var OUTCOME_PROMISES = [
+  // "We'll turn more of that into rewiring enquiries"
+  new RegExp(`\\bturn(?:s|ing)?\\b[^.!?\\n]{0,50}?\\binto\\s+(?:more\\s+|real\\s+|paying\\s+)?(?:[\\w-]+\\s+)?${SALES_RESULTS}\\b`, "i"),
+  // "once the first areas are working"
+  /\bonce\b[^.!?\n]{0,40}?\b(?:is|are|starts?|begins?)\s+(?:working|paying off|performing|ranking|delivering|bringing in)\b/i,
+  // "competitors you can outdo"
+  /\b(?:competitors?|competition|rivals?)\b[^.!?\n]{0,25}?\b(?:you|we)\s*(?:can|will|could|['’]ll)\s+(?:easily\s+)?(?:outdo|beat|outrank|overtake|outperform|outshine)\b/i,
+  /\b(?:outdo|outrank|overtake|outperform|outshine|beat)\s+(?:your|the|local|bigger)\s+(?:[\w-]+\s+)?(?:competitors|competition|rivals)\b/i,
+  // "exactly what convinces someone spending £8k"
+  /\bexactly what\b[^.!?\n]{0,15}?\b(?:convinces|persuades|wins|sells)\b/i,
+  new RegExp(`\\bguarantee[sd]?\\b[^.!?\\n]{0,25}?\\b(?:results|rankings?|first page|page one|top spot|${SALES_RESULTS.slice(3, -1)})\\b`, "i"),
+  /\byou(?:['’]ll| will)\s+(?:get|see|win|receive|start getting)\s+more\b/i,
+  new RegExp(`\\b(?:will|we['\u2019]ll)\\s+(?:(?:bring|drive|generate|get)\\s+you|bring|drive|generate)\\s+more\\s+(?:[\\w-]+\\s+)?${SALES_RESULTS}\\b`, "i")
+];
 var NEGATION = [
   // "It's not just a haircut, it's an experience."
   /\b(?:it['’]?s|it is|this is|this isn['’]t|we['’]re|we are|they['’]re)\s+(?:not|more than)\s+(?:just|only|merely|simply)?\s*[^.!?\n]{1,60}?[,;.—-]\s*(?:it['’]?s|it is|this is|we['’]re|we are|they['’]re)\b/i,
@@ -1896,12 +1925,55 @@ var COPY_TELLS = [
     generation: 1,
     severity: "warn",
     surface: "copy",
-    why: "Truly, genuinely, ultimately, 'the single most', 'bar none': normal English once, and a tell when they stack. The house rules keep them for review, never blocking.",
+    why: "Truly, genuinely, clear, ultimately, 'the single most', 'bar none': normal English once, and a tell when they stack. The house rules keep them for review, never blocking.",
     fix: "Keep the one that lands hardest and cut the rest. 'What is genuinely excellent' reads better as 'what is excellent'.",
-    detect: phrases([new RegExp(`(?:^|\\b)(?:${[...REVIEW_PHRASES].sort((a, b) => b.length - a.length).map((p) => escape(p).replace(/^(\w)/, "\\b$1")).join("|")})`, "i")], quoted),
+    detect: phrases([new RegExp(`(?:^|\\b)(?:${[...REVIEW_PHRASES].sort((a, b) => b.length - a.length).map((p) => escape(p).replace(/^(\w)/, "\\b$1").replace(/(\w)$/, "$1\\b")).join("|")})`, "i")], quoted),
+    fixtures: {
+      flag: [f("content/home.md", "We are truly proud of it."), f("content/home.md", "You leave with a clear next step.")],
+      pass: [f("content/home.md", "We have fitted 400 boilers since 2009."), f("content/home.md", "Keep a safe clearance around the meter.")]
+    }
+  },
+  {
+    id: "sales-tagline",
+    name: "Sales tagline",
+    generation: 1,
+    severity: "warn",
+    surface: "copy",
+    why: "'So your budget goes where it counts', 'Real results', 'pages that convert': advert lines that sound like a pitch and say nothing a reader can check.",
+    fix: "Say what you will actually do and why. 'So your budget goes where it counts' becomes 'Oxford first, because that is where you want the work'.",
+    detect: phrases(SALES_TAGLINES, quoted),
+    fixtures: {
+      flag: [
+        f("content/home.md", "Strongest opportunities first, so your budget goes where it counts."),
+        f("content/home.md", "A clearer online presence. More enquiries. Real results.")
+      ],
+      pass: [
+        f("content/home.md", "We start with Oxford, then expand based on search demand and results."),
+        f("content/home.md", "We report the results every month.")
+      ]
+    }
+  },
+  {
+    id: "outcome-promise",
+    name: "Outcome promise",
+    generation: 1,
+    severity: "warn",
+    surface: "copy",
+    why: "'We'll turn that into enquiries', 'once the first areas are working', 'competitors you can outdo': a hoped-for result written as if it were delivered. Rankings and enquiries depend on things nobody controls.",
+    fix: "Promise the work, not the outcome. 'We'll turn that into enquiries' becomes 'We'll rewrite the page around the questions homeowners ask'. Results are measured and reported, never promised.",
+    detect: phrases(OUTCOME_PROMISES, quoted),
     fixtures: {
-      flag: [f("content/home.md", "We are truly proud of it.")],
-      pass: [f("content/home.md", "We have fitted 400 boilers since 2009.")]
+      flag: [
+        f("content/home.md", "We'll turn more of that into rewiring enquiries."),
+        f("content/home.md", "We add new towns once the first areas are working."),
+        f("content/home.md", "We target the competitors you can outdo."),
+        f("content/home.md", "We write exactly what convinces someone spending \xA38k.")
+      ],
+      pass: [
+        f("content/home.md", "We'll rewrite your rewiring page around homeowners' questions."),
+        f("content/home.md", "We record every rewiring enquiry, quotation and won job."),
+        f("content/home.md", "Once the fuse board is fitted, we test every circuit.")
+      ]
     }
   },
   {
@@ -4816,6 +4888,9 @@ var HOUSE = {
   // on 2026-09-24 after its estate hits were read (ROADMAP.md): 15 of 15 real.
   "chatbot-residue": { tier: "block", label: "chatbot residue. A chat reply was pasted in: remove it, and source or cut the claim it backed" },
   "review-phrase": { tier: "review", label: "review tier" },
+  // New 2026-10-14 (founder): review first, like every new tell, until estate hits are read.
+  "sales-tagline": { tier: "review", label: "sales tagline, say what you will actually do" },
+  "outcome-promise": { tier: "review", label: "outcome promise, promise the work, not the result" },
   "ai-vocabulary": { tier: "review", label: "AI vocabulary" },
   "stock-phrase": { tier: "review", label: "stock phrase" },
   "hollow-imperative": { tier: "review", label: "hollow imperative" },
@@ -6021,7 +6096,7 @@ var IMAGERY_TELLS = [
 ];
 
 // src/character/check.ts
-var CATALOGUE_VERSION = "2026.09.12";
+var CATALOGUE_VERSION = "2026.10.2";
 var CATALOGUE = [
   ...[...SOURCE_TELLS, ...COPY_TELLS, ...RESEARCH_TELLS, ...DENSITY_TELLS].map((t) => RENDERED_PATHS[t.id] ? { ...t, rendered: RENDERED_PATHS[t.id] } : t),
   ...SPECIFICITY_COPY_TELLS,

package/dist/{viewports-cli-RYV4LDQK.js → viewports-cli-C4VXMPKK.js}

@@ -5,13 +5,13 @@ import {
 } from "./chunk-IJUZ7RV4.js";
 import {
   loadPlaywright
-} from "./chunk-VDUIIWG7.js";
+} from "./chunk-YOZLPNJS.js";
 import "./chunk-JYNXGCYZ.js";
 import {
   toJson
 } from "./chunk-QIEDBL4J.js";
-import "./chunk-WK2WMWTH.js";
-import "./chunk-CZ7KT452.js";
+import "./chunk-JGWOA4LI.js";
+import "./chunk-7DQDF3VL.js";
 import "./chunk-QYBAVU3P.js";
 
 // src/phone/viewports-cli.ts

package/package.json

@@ -1,6 +1,6 @@
 {
   "name": "@domandigital/craft",
-  "version": "0.20.0",
+  "version": "0.20.1",
   "private": false,
   "description": "The Doman Digital house craft standard as numbers: OKLCh colour ramps that snap to existing anchors, derived semantic tokens with measured WCAG and APCA contrast, one shared motion vocabulary for CSS and JS, and a base stylesheet. Zero dependencies.",
   "license": "Apache-2.0",

package/word-lists.json

@@ -1,5 +1,5 @@
 {
-  "catalogueVersion": "2026.09.12",
+  "catalogueVersion": "2026.10.2",
   "lists": {
     "aiWords": [
       "tapestry",
@@ -150,6 +150,8 @@
       "truly",
       "genuinely",
       "deeply",
+      "clear",
+      "clearly",
       "ultimately",
       "one-size-fits-all",
       "one size fits all",