@elitedcs/ghl-mcp 3.97.0 → 3.97.2

package/skills/blueprint/presets/coach.preset.json

@@ -405,13 +405,13 @@
           "ref": "email_template.stl_email_1",
           "name": "Speed to Lead - Instant Email",
           "subject": "Got your application, {{contact.first_name}}",
-          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">Your application to {{custom_values.business_name}} just landed. I'm {{custom_values.owner_first_name}}, and I read every one myself, including the part where you described what you're up against right now.</p><p style=\"margin:0 0 14px;\">Here's what happens next: in the next few minutes you'll get a text from this number. Reply with one line, the thing you'd most like to be different 90 days from now, and I'll tell you honestly whether {{offer.summary || the program}} is the right fit for that.</p><p style=\"margin:0 0 14px;\">If you'd rather just talk it through, grab a call:</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.booking_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Book my discovery call</a></p><p style=\"margin:0 0 14px;\">The call is 30 minutes. It's a diagnosis, not a pitch: you leave knowing what's actually in the way and what it would take to move it, whether or not you work with me.</p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
+          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">Your application to {{custom_values.business_name}} just landed. I'm {{custom_values.owner_first_name}}.</p><p style=\"margin:0 0 14px;\">Here's what happens next: reply with one line, the thing you'd most like to be different 90 days from now, and I'll tell you honestly whether {{offer.summary || the program}} is the right fit for that.</p><p style=\"margin:0 0 14px;\">If you'd rather just talk it through, grab a call:</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.booking_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Book my discovery call</a></p><p style=\"margin:0 0 14px;\">It's a diagnosis, not a pitch: you leave knowing what's actually in the way and what it would take to move it, whether or not you work with me.</p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
         },
         {
           "ref": "email_template.stl_email_2",
           "name": "Speed to Lead - 3 Hour Email",
           "subject": "What the call is (and what it isn't)",
-          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">People hesitate to book a \"discovery call\" because they've been on the other kind: forty minutes of pitch and a countdown timer. That's not this.</p><p style=\"margin:0 0 14px;\">On the call I ask three things: where you are, where you want to be, and what's stopped you so far. Then I tell you what I see, including if I think you don't need me. That happens more than you'd think.</p><p style=\"margin:0 0 14px;\">You'll leave with a clearer picture than you came with. That's the whole promise.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.booking_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Pick my call time</a></p><p style=\"margin:0 0 14px;\">Or reply to this email with your answer to the third question. I read every reply.</p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
+          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">People hesitate to book a \"discovery call\" because they've been on the other kind: forty minutes of pitch and a countdown timer. That's not this.</p><p style=\"margin:0 0 14px;\">On the call I ask three things: where you are, where you want to be, and what's stopped you so far. Then I tell you what I see, including if I think you don't need me.</p><p style=\"margin:0 0 14px;\">You'll leave with a clearer picture than you came with. That's the whole promise.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.booking_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Pick my call time</a></p><p style=\"margin:0 0 14px;\">Or reply to this email with your answer to the third question.</p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
         },
         {
           "ref": "email_template.n_email_1",
@@ -423,43 +423,43 @@
           "ref": "email_template.n_email_2",
           "name": "Nurture 2 - How the Program Works",
           "subject": "How working together actually goes",
-          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">People imagine coaching as either a pep talk or a homework pile. Here's what {{offer.summary || the program}} at {{custom_values.business_name}} actually looks like:</p><ul style=\"margin:0 0 14px 20px;padding:0;\"><li style=\"margin:0 0 6px;\">A clear plan in the first week: where you're going, what the milestones are, what we'll measure.</li><li style=\"margin:0 0 6px;\">A steady rhythm after that: sessions on the calendar, a place to ask questions between them, and someone who notices when you go quiet.</li><li style=\"margin:0 0 6px;\">Adjustments as we go. The plan bends to your life; your life doesn't bend to the plan.</li></ul><p style=\"margin:0 0 14px;\">The objection I hear most is {{audience.objections[0] || \"I don't have the time\"}}. Fair. That's why we design the rhythm around the time you actually have, and cut what doesn't earn its place.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.booking_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Book my discovery call</a></p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
+          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">People imagine coaching as either a pep talk or a homework pile. Here's what we work out together on the call for {{offer.summary || the program}} at {{custom_values.business_name}}:</p><ul style=\"margin:0 0 14px 20px;padding:0;\"><li style=\"margin:0 0 6px;\">Where you're going, and what the milestones would be.</li><li style=\"margin:0 0 6px;\">How it would fit the time you actually have.</li><li style=\"margin:0 0 6px;\">Whether it is the right fit for you at all.</li></ul><p style=\"margin:0 0 14px;\">The objection I hear most is {{audience.objections[0] || \"I don't have the time\"}}. Fair. That's why the call starts with the time you actually have.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.booking_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Book my discovery call</a></p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
         },
         {
           "ref": "email_template.n_email_3",
           "name": "Nurture 3 - Why It Didn't Stick Before",
           "subject": "Why it didn't stick last time",
-          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">If you've tried to change {{audience.painPoints[0] || the thing you want to change}} before and it didn't stick, I'd bet it wasn't a willpower problem.</p><p style=\"margin:0 0 14px;\">It's almost always a structure problem: no fixed check-in, no one who notices the third missed week, no plan for the month when everything goes sideways. Willpower runs out on schedule. Structure doesn't.</p><p style=\"margin:0 0 14px;\">That's the part I'm actually good at. Not motivation; you have enough of that or you wouldn't have applied. The scaffolding that keeps it going when motivation is low.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.booking_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Book my discovery call</a></p><p style=\"margin:0 0 14px;\">Have a question first? Reply to this email. I'll answer it myself.</p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
+          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">If you've tried to change {{audience.painPoints[0] || the thing you want to change}} before and it didn't stick, I'd bet it wasn't a willpower problem.</p><p style=\"margin:0 0 14px;\">It's almost always a structure problem: no fixed check-in, no one who notices the third missed week, no plan for the month when everything goes sideways. Willpower runs out on schedule. Structure doesn't.</p><p style=\"margin:0 0 14px;\">That's the part I'm actually good at. Not motivation; you have enough of that or you wouldn't have applied. The scaffolding that keeps it going when motivation is low.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.booking_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Book my discovery call</a></p><p style=\"margin:0 0 14px;\">Have a question first? Reply to this email. I'll answer it.</p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
         },
         {
           "ref": "email_template.n_email_4",
           "name": "Nurture 4 - About the Time",
           "subject": "About the time it takes",
-          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">Let's talk about the objection most people don't say out loud: \"I don't have time for this.\"</p><p style=\"margin:0 0 14px;\">Honest answer: it takes some. Sessions, a bit of work between them, and the thinking you'd have to do anyway if you're serious about {{audience.painPoints[0] || the thing you want to change}}. What it doesn't take is a second job. We build the rhythm around your calendar, and part of the first month is cutting things that aren't earning their place, which usually gives back more time than the program takes.</p><p style=\"margin:0 0 14px;\">If you want to see what the rhythm would look like for your week specifically, that's a ten-minute conversation.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.booking_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Book my discovery call</a></p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
+          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">Let's talk about the objection most people don't say out loud: \"I don't have time for this.\"</p><p style=\"margin:0 0 14px;\">Honest answer: it takes some. How much depends on {{offer.summary || the program}} and on your week, and the thinking you'd have to do anyway if you're serious about {{audience.painPoints[0] || the thing you want to change}}.</p><p style=\"margin:0 0 14px;\">If you want to see what the rhythm would look like for your week specifically, that's what the call is for.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.booking_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Book my discovery call</a></p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
         },
         {
           "ref": "email_template.n_email_5",
           "name": "Nurture 5 - The Cost of Staying Put",
           "subject": "What staying where you are costs",
-          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">The money question is a real one, so here's the frame I use myself.</p><p style=\"margin:0 0 14px;\">Don't compare the price of {{offer.summary || the program}} to zero. Compare it to what another year of {{audience.painPoints[0] || the thing you want to change}} staying exactly as it is will cost you: in money, in energy, in the thing you keep putting off. Sometimes staying put is cheaper. Often it just looks cheaper because nobody sends you an invoice for it.</p><p style=\"margin:0 0 14px;\">I'll tell you straight on the call if I think the math doesn't work for you. I'd rather lose a sale than have a client who shouldn't be one.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.booking_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Do the math on a call</a></p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
+          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">The money question is a real one, so here's the frame I use myself.</p><p style=\"margin:0 0 14px;\">Don't compare the price of {{offer.summary || the program}} to zero. Compare it to what another year of {{audience.painPoints[0] || the thing you want to change}} staying exactly as it is will cost you: in money, in energy, in the thing you keep putting off. Sometimes staying put is cheaper. Often it just looks cheaper because nobody sends you a bill for it.</p><p style=\"margin:0 0 14px;\">I'll tell you straight on the call if I think the math doesn't work for you. I'd rather lose a sale than have a client who shouldn't be one.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.booking_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Do the math on a call</a></p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
         },
         {
           "ref": "email_template.n_email_6",
           "name": "Nurture 6 - Everything in One Place",
           "subject": "Everything you need to decide, in one place",
-          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">If you're still weighing it up, here is everything in one place:</p><ul style=\"margin:0 0 14px 20px;padding:0;\"><li style=\"margin:0 0 6px;\">The call: 30 minutes, online, a diagnosis of what's in the way. No pitch, no timer.</li><li style=\"margin:0 0 6px;\">The program: {{offer.summary || the program}}. A plan in week one, a steady rhythm after, adjusted to your life.</li><li style=\"margin:0 0 6px;\">The cost: discussed on the call once we both know it's a fit. No surprises, and a payment plan if that helps.</li><li style=\"margin:0 0 6px;\">My rule: I'll tell you if you don't need me.</li><li style=\"margin:0 0 6px;\">Book, cancel or move your call any time: <a href=\"{{custom_values.booking_link}}\" style=\"color:#1a56db;text-decoration:underline;\">your booking link</a>.</li></ul><p style=\"margin:0 0 14px;\">If the answer is \"not now\", that's fine. Reply with the word later and I'll stop the emails and check in next quarter.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.booking_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Book my discovery call</a></p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
+          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">If you're still weighing it up, here is everything in one place:</p><ul style=\"margin:0 0 14px 20px;padding:0;\"><li style=\"margin:0 0 6px;\">The call: a diagnosis of what's in the way. No pitch, no timer.</li><li style=\"margin:0 0 6px;\">The program: {{offer.summary || the program}}, shaped on the call around your life.</li><li style=\"margin:0 0 6px;\">The cost: discussed on the call once we both know it's a fit.</li><li style=\"margin:0 0 6px;\">My rule: I'll tell you if you don't need me.</li><li style=\"margin:0 0 6px;\">Book, cancel or move your call any time: <a href=\"{{custom_values.booking_link}}\" style=\"color:#1a56db;text-decoration:underline;\">your booking link</a>.</li></ul><p style=\"margin:0 0 14px;\">If the answer is \"not now\", that's fine. Reply with the word later and I'll stop the emails.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.booking_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Book my discovery call</a></p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
         },
         {
           "ref": "email_template.w_email_1",
           "name": "Win-back 1 - One Question",
           "subject": "One question, {{contact.first_name}}",
-          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">A while back you applied to {{custom_values.business_name}}, and then things went quiet. That's normal; deciding to change something is harder than wanting to.</p><p style=\"margin:0 0 14px;\">One question, and an honest answer is all I need: what stopped you? Timing, money, doubt it would work, or something I said?</p><p style=\"margin:0 0 14px;\">Reply with a word or two. If it's something I can address, I will. If it's not the right time, I'll leave you alone until it is.</p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
+          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">A while back you applied to {{custom_values.business_name}}, and then things went quiet. That's normal; deciding to change something is harder than wanting to.</p><p style=\"margin:0 0 14px;\">One question, and an honest answer is all I need: what stopped you? Timing, money, doubt it would work, or something I said?</p><p style=\"margin:0 0 14px;\">Reply with a word or two. If it's something I can address, I will. If it's not the right time, say so and I'll stop here.</p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
         },
         {
           "ref": "email_template.w_email_2",
           "name": "Win-back 2 - What Changed",
           "subject": "What's changed since you applied",
-          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">Since you applied, a couple of things have changed at {{custom_values.business_name}}: new call availability, and a smaller first step for people who want to start before committing to the full program.</p><p style=\"margin:0 0 14px;\">What hasn't changed: the call is still a diagnosis, not a pitch, and I'll still tell you if you don't need me.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.booking_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">See the calendar</a></p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
+          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">It has been a while since you applied to {{custom_values.business_name}}, and the calendar is open if the timing is better now.</p><p style=\"margin:0 0 14px;\">What hasn't changed: the call is still a diagnosis, not a pitch, and I'll still tell you if you don't need me.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.booking_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">See the calendar</a></p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
         },
         {
           "ref": "email_template.w_email_3",
@@ -471,7 +471,7 @@
           "ref": "email_template.appt_confirm_email",
           "name": "Call Confirmed",
           "subject": "Confirmed, {{contact.first_name}}: your call details",
-          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">Your discovery call with {{custom_values.business_name}} is confirmed for {{appointment.start_time}}. The video link is in your calendar invite.</p><ul style=\"margin:0 0 14px 20px;padding:0;\"><li style=\"margin:0 0 6px;\">Find a quiet 30 minutes where you can talk freely.</li><li style=\"margin:0 0 6px;\">Have your one-line answer ready: what would you most like to be different 90 days from now?</li><li style=\"margin:0 0 6px;\">Bring the question you're most nervous to ask. We'll start there.</li></ul><p style=\"margin:0 0 14px;\">Need to move it? Use your booking link: <a href=\"{{custom_values.booking_link}}\" style=\"color:#1a56db;text-decoration:underline;\">reschedule</a>, or reply to this email.</p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
+          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">Your discovery call with {{custom_values.business_name}} is confirmed for {{appointment.start_time}}.</p><ul style=\"margin:0 0 14px 20px;padding:0;\"><li style=\"margin:0 0 6px;\">Find a quiet spot where you can talk freely.</li><li style=\"margin:0 0 6px;\">Have your one-line answer ready: what would you most like to be different 90 days from now?</li><li style=\"margin:0 0 6px;\">Bring the question you're most nervous to ask. We'll start there.</li></ul><p style=\"margin:0 0 14px;\">Need to move it? Use your booking link: <a href=\"{{custom_values.booking_link}}\" style=\"color:#1a56db;text-decoration:underline;\">reschedule</a>, or reply to this email.</p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
         },
         {
           "ref": "email_template.appt_prep_email",
@@ -495,13 +495,13 @@
           "ref": "email_template.quote_email_1",
           "name": "Quote Follow-up - Day 3 Email",
           "subject": "Any questions on your proposal, {{contact.first_name}}?",
-          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">You have had the proposal from {{custom_values.business_name}} for a few days, so this is a short check-in rather than a push.</p><p style=\"margin:0 0 14px;\">Three things people usually ask at this point: what is included, what can wait, and how payment works. Reply with any of those and I will answer plainly.</p><p style=\"margin:0 0 14px;\">If you would rather talk it through, pick a time here:</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.booking_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Book a quick call</a></p><p style=\"margin:0 0 14px;\">No pressure either way. The numbers stand for 30 days.</p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
+          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">You have had the proposal from {{custom_values.business_name}} for a few days, so this is a short check-in rather than a push.</p><p style=\"margin:0 0 14px;\">Three things people usually ask at this point: what is included, what can wait, and how payment works. Reply with any of those and I will answer plainly.</p><p style=\"margin:0 0 14px;\">If you would rather talk it through, pick a time here:</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.booking_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Book a quick call</a></p><p style=\"margin:0 0 14px;\">No pressure either way.</p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
         },
         {
           "ref": "email_template.review_email_1",
           "name": "Review Request - Email",
           "subject": "One minute for a review, {{contact.first_name}}?",
-          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">Thank you again for your call with {{custom_values.business_name}} this week.</p><p style=\"margin:0 0 14px;\">If it went well, a short review is the most useful thing you could do for us. It takes about a minute and it is how the next person decides to trust us.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.review_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Leave a review</a></p><p style=\"margin:0 0 14px;\">If anything was not right, reply to this email instead and I will fix it personally.</p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
+          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">Thank you again for your call with {{custom_values.business_name}} this week.</p><p style=\"margin:0 0 14px;\">If it went well, a short review is the most useful thing you could do for us. It takes about a minute and it is how the next person decides to trust us.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.review_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Leave a review</a></p><p style=\"margin:0 0 14px;\">If anything was not right, reply to this email instead and tell us.</p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
         }
       ],
       "sms": [
@@ -513,7 +513,7 @@
         {
           "ref": "sms_template.stl_sms_2",
           "name": "Speed to Lead - 20 Minute Text",
-          "body": "{{contact.first_name}}, I can hold a 30-min call for you this week. Mornings or afternoons? Or grab a time here: {{custom_values.booking_link}}"
+          "body": "{{contact.first_name}}, Want me to hold a call time for you? Mornings or afternoons? Or grab a time here: {{custom_values.booking_link}}"
         },
         {
           "ref": "sms_template.stl_sms_3",
@@ -523,7 +523,7 @@
         {
           "ref": "sms_template.mc_sms_1",
           "name": "Missed Call - Instant Text-Back",
-          "body": "Hi, it's {{custom_values.business_name}}. Sorry I missed your call. What can I help with? Reply here and I'll get back to you personally. Reply STOP to opt out."
+          "body": "Hi, it's {{custom_values.business_name}}. Sorry I missed your call. What can I help with? Reply here and I'll get back to you. Reply STOP to opt out."
         },
         {
           "ref": "sms_template.mc_sms_2",
@@ -538,17 +538,17 @@
         {
           "ref": "sms_template.n_sms_2",
           "name": "Nurture Text 2 - Free Tip",
-          "body": "Tip from {{custom_values.business_name}}: pick the one action that would move {{audience.painPoints[0] || the thing you want to change}} this week and put it on your calendar as a meeting with yourself. Structure beats motivation. Want the 3-step version? Reply YES."
+          "body": "Tip from {{custom_values.business_name}}: pick the one action that would move {{audience.painPoints[0] || the thing you want to change}} this week and put it on your calendar as a meeting with yourself. Structure beats motivation. Questions? Reply here."
         },
         {
           "ref": "sms_template.n_sms_3",
           "name": "Nurture Text 3 - Midpoint",
-          "body": "{{contact.first_name}}, it's {{custom_values.owner_first_name}}. Still thinking about {{offer.summary || the program}}? I have a couple of call slots this week. Want one, or should I check back next month?"
+          "body": "{{contact.first_name}}, it's {{custom_values.owner_first_name}}. Still thinking about {{offer.summary || the program}}? Want me to find you a time this week, or should I check back next month?"
         },
         {
           "ref": "sms_template.n_sms_4",
           "name": "Nurture Text 4 - Any Question",
-          "body": "Hi {{contact.first_name}}, {{custom_values.owner_first_name}} here. No pitch, just checking: did you ever get your question answered? If not, ask it here and I'll reply personally."
+          "body": "Hi {{contact.first_name}}, {{custom_values.owner_first_name}} here. No pitch, just checking: did you ever get your question answered? If not, ask it here and I'll reply."
         },
         {
           "ref": "sms_template.n_sms_5",
@@ -563,12 +563,12 @@
         {
           "ref": "sms_template.w_sms_2",
           "name": "Win-back Text 2",
-          "body": "{{contact.first_name}}, two call slots opened up this week at {{custom_values.business_name}}. Want one? Reply YES and I'll hold it."
+          "body": "{{contact.first_name}}, want to pick a call time with {{custom_values.business_name}}? Reply YES and I'll find you one."
         },
         {
           "ref": "sms_template.appt_confirm_sms",
           "name": "Call Confirmed Text",
-          "body": "{{contact.first_name}}, your call with {{custom_values.business_name}} is confirmed for {{appointment.start_time}}. Video link is in your calendar invite. Need to change it? Reply here. Reply STOP to opt out."
+          "body": "{{contact.first_name}}, your call with {{custom_values.business_name}} is confirmed for {{appointment.start_time}}. Need to change it? Reply here. Reply STOP to opt out."
         },
         {
           "ref": "sms_template.appt_24h_sms",
@@ -588,7 +588,7 @@
         {
           "ref": "sms_template.ns_sms_2",
           "name": "No-Show Text 2",
-          "body": "{{contact.first_name}}, {{custom_values.owner_first_name}} here. I kept a couple of call slots open for you this week. Want one? Reply with a day that works."
+          "body": "{{contact.first_name}}, {{custom_values.owner_first_name}} here. We'd be glad to find you another call time. Want one? Reply with a day that works."
         },
         {
           "ref": "sms_template.quote_sms_1",
@@ -614,7 +614,7 @@
         "name": "Speed to Lead - Instant Email",
         "subject": "Got your application, {{contact.first_name}}",
         "templateRef": "email_template.stl_email_1",
-        "copyDirection": "Instant. Who I am, I read the application, what happens next (a text), the one-question ask, the call CTA, what the call is not (a pitch). Tone: brief.voice.threeWords. If brief.voice.signatureLine exists, insert it verbatim as its own paragraph right after the greeting.",
+        "copyDirection": "Instant. Who I am, what happens next (a reply invitation; never promise a text, since texting may be off), the one-question ask, the call CTA, what the call is not (a pitch). Tone: brief.voice.threeWords. If brief.voice.signatureLine exists, insert it verbatim as its own paragraph right after the greeting.",
         "mergeTags": [
           "contact.first_name",
           "custom_values.business_name",
@@ -726,7 +726,7 @@
         "name": "Win-back 1 - One Question",
         "subject": "One question, {{contact.first_name}}",
         "templateRef": "email_template.w_email_1",
-        "copyDirection": "Win-back day 0. Acknowledge the gap without guilt; ask what stopped them (timing, money, doubt, something I said); promise to fix it or leave them alone. A reply is the CTA.",
+        "copyDirection": "Win-back day 0. Acknowledge the gap without guilt; ask what stopped them (timing, money, doubt, something I said); invite them to say what would help. A reply is the CTA.",
         "mergeTags": [
           "contact.first_name",
           "custom_values.business_name",
@@ -767,7 +767,7 @@
         "name": "Call Confirmed",
         "subject": "Confirmed, {{contact.first_name}}: your call details",
         "templateRef": "email_template.appt_confirm_email",
-        "copyDirection": "On booking. Date/time via {{appointment.start_time}}, where (video link in the calendar invite), what to prepare (one question, the 90-day picture), how to move it.",
+        "copyDirection": "On booking. Date/time via {{appointment.start_time}}, where only if the brief says (no video link is set up by the build), what to prepare (one question, the 90-day picture), how to move it.",
         "mergeTags": [
           "contact.first_name",
           "custom_values.business_name",
@@ -782,7 +782,7 @@
         "name": "Call Prep (day before)",
         "subject": "Tomorrow: 3 things that make the call worth it",
         "templateRef": "email_template.appt_prep_email",
-        "copyDirection": "Day before. Three concrete prep items, the time, the video link reminder, how to reach us.",
+        "copyDirection": "Day before. Three concrete prep items, the time, how to reach us.",
         "mergeTags": [
           "contact.first_name",
           "appointment.start_time",
@@ -976,7 +976,7 @@
         "ref": "sms.w_sms_2",
         "name": "Win-back Text 2",
         "templateRef": "sms_template.w_sms_2",
-        "copyDirection": "Win-back day 22. A concrete reason (call slots this week / a new start date) and a YES ask.",
+        "copyDirection": "Win-back day 22. A YES ask to find a time. No availability or start-date claim unless the brief gives one.",
         "mergeTags": [
           "contact.first_name",
           "custom_values.business_name"
@@ -987,7 +987,7 @@
         "ref": "sms.appt_confirm_sms",
         "name": "Call Confirmed Text",
         "templateRef": "sms_template.appt_confirm_sms",
-        "copyDirection": "On booking. Confirm date/time, video link in the invite, how to change it, STOP line.",
+        "copyDirection": "On booking. Confirm date/time, how to change it, STOP line.",
         "mergeTags": [
           "contact.first_name",
           "custom_values.business_name",
@@ -1010,7 +1010,7 @@
         "ref": "sms.appt_2h_sms",
         "name": "Call Reminder - 2 Hours",
         "templateRef": "sms_template.appt_2h_sms",
-        "copyDirection": "2 hours before. Short, warm, video link reminder, reply if late.",
+        "copyDirection": "2 hours before. Short, warm, reply if late.",
         "mergeTags": [
           "contact.first_name",
           "custom_values.business_name",
@@ -1032,7 +1032,7 @@
         "ref": "sms.ns_sms_2",
         "name": "No-Show Text 2",
         "templateRef": "sms_template.ns_sms_2",
-        "copyDirection": "Next day. Coach kept slots open; ask for a day.",
+        "copyDirection": "Next day. Offer to find another time; ask for a day. Never claim slots were kept open.",
         "mergeTags": [
           "contact.first_name",
           "custom_values.owner_first_name"

package/skills/blueprint/presets/ecommerce.preset.json

@@ -3,7 +3,7 @@
   "presetVersion": "2.1.0",
   "schemaVersion": "0.1",
   "title": "Ecommerce",
-  "description": "An ecommerce list-to-first-order system at v2 depth (Shopify, WooCommerce, BigCommerce or any store). Store Leads pipeline (subscriber to VIP), product-interest / order fields, source + lifecycle + interest tags, a VIP-list signup form + landing page with the welcome code, 11 email + 12 SMS send-ready templates, and 6 workflows: Speed to Lead (15 actions, 5 touches in 24 h with the welcome code, a personal-welcome task for a real person, then a hand-off), Missed Call Text-Back (the support line), Lead Nurture (31 days, 11 touches: how to choose, why we make it, best sellers, shipping and returns, the code expiring), Replied - Stop & Route, Win-back (31 days, 5 touches). No calendar. Order events come from the store (handoff), never from GHL, plus Review Request (v2.1.0).",
+  "description": "An ecommerce list-to-first-order system at v2 depth (Shopify, WooCommerce, BigCommerce or any store). Store Leads pipeline (subscriber to VIP), product-interest / order fields, source + lifecycle + interest tags, a VIP-list signup form with the welcome code, 11 email + 12 SMS send-ready templates, and 6 workflows: Speed to Lead (15 actions, 5 touches in 24 h with the welcome code, a personal-welcome task for a real person, then a hand-off), Missed Call Text-Back (the support line), Lead Nurture (31 days, 11 touches: how to choose, why we make it, best sellers, shipping and returns, the code expiring), Replied - Stop & Route, Win-back (31 days, 5 touches). No calendar. Order events come from the store (handoff), never from GHL, plus Review Request (v2.1.0).",
   "default": false,
   "selectors": {
     "businessTypes": [
@@ -333,31 +333,31 @@
           "ref": "email_template.stl_email_2",
           "name": "Speed to Lead - 3 Hour Email",
           "subject": "How to pick the right one",
-          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">The question we get most from new subscribers is \"which one should I start with?\" Here's the honest short version:</p><ul style=\"margin:0 0 14px 20px;padding:0;\"><li style=\"margin:0 0 6px;\">If it's your first time with {{offer.summary || what we make}}: start with the one most people buy first. It's the safest way to find out if you like what we do.</li><li style=\"margin:0 0 6px;\">If you already know what you like: go straight to the category you know; the fit and sizing notes on each page are written by us, not copied from a supplier.</li><li style=\"margin:0 0 6px;\">If it's a gift: the gift note at checkout is free, and we ship without a price on the slip.</li></ul><p style=\"margin:0 0 14px;\">Your code {{custom_values.welcome_code}} works on any of them for the next {{custom_values.code_expiry_days}} days.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.store_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Shop with my code</a></p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
+          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">The question we get most from new subscribers is \"which one should I start with?\" Here's the honest short version:</p><ul style=\"margin:0 0 14px 20px;padding:0;\"><li style=\"margin:0 0 6px;\">If it's your first time with {{offer.summary || what we make}}: start with the one most people buy first. It's the safest way to find out if you like what we do.</li><li style=\"margin:0 0 6px;\">If you already know what you like: go straight to the category you know.</li></ul><p style=\"margin:0 0 14px;\">Your code {{custom_values.welcome_code}} works on any of them for the next {{custom_values.code_expiry_days}} days.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.store_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Shop with my code</a></p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
         },
         {
           "ref": "email_template.n_email_1",
           "name": "Nurture 1 - Why We Make It",
           "subject": "Why we make it this way",
-          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">Most people never hear why a brand makes what it makes, so here's ours in a paragraph.</p><p style=\"margin:0 0 14px;\">{{custom_values.business_name}} started because we couldn't find {{offer.summary || what we make}} that did the simple things right: made properly, priced honestly, and backed by someone you can actually reach. That's still the standard. Every product page tells you what it's made of, where, and what to expect, in plain words.</p><p style=\"margin:0 0 14px;\">If that's the kind of brand you like buying from, you're in the right place. If not, no hard feelings; the unsubscribe link works.</p><p style=\"margin:0 0 14px;\">Your code {{custom_values.welcome_code}} is still good. <a href=\"{{custom_values.store_link}}\" style=\"color:#1a56db;text-decoration:underline;\">Take a look when you're ready</a>.</p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
+          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">Most people never hear why a brand makes what it makes, so here's ours in a paragraph.</p><p style=\"margin:0 0 14px;\">At {{custom_values.business_name}} we want {{offer.summary || what we make}} to do the simple things right: made properly, priced honestly, and backed by someone you can actually reach.</p><p style=\"margin:0 0 14px;\">If that's the kind of brand you like buying from, you're in the right place. If not, no hard feelings; the unsubscribe link works.</p><p style=\"margin:0 0 14px;\">Your code {{custom_values.welcome_code}} is still good. <a href=\"{{custom_values.store_link}}\" style=\"color:#1a56db;text-decoration:underline;\">Take a look when you're ready</a>.</p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
         },
         {
           "ref": "email_template.n_email_2",
           "name": "Nurture 2 - What People Buy First",
           "subject": "What people buy first (and why)",
-          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">If you're deciding what to try first, here's what most first orders at {{custom_values.business_name}} are, and who each one suits:</p><ul style=\"margin:0 0 14px 20px;padding:0;\"><li style=\"margin:0 0 6px;\">The one most first orders start with: the safe bet if you want to find out what we're about.</li><li style=\"margin:0 0 6px;\">The one people come back for: usually the second order, once they trust the fit and quality.</li><li style=\"margin:0 0 6px;\">The gift pick: the one with the fewest \"will they like it?\" risks.</li></ul><p style=\"margin:0 0 14px;\">The worry we hear most is {{audience.objections[0] || \"what if it doesn't work out?\"}}. Simple answer: shipping and returns are in plain words on every page, and a real person answers the email address if anything goes wrong.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.store_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">See the first-order picks</a></p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
+          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">If you're deciding what to try first, here's one simple way to choose at {{custom_values.business_name}}:</p><ul style=\"margin:0 0 14px 20px;padding:0;\"><li style=\"margin:0 0 6px;\">A first pick: something small, if you want to find out what we're about.</li><li style=\"margin:0 0 6px;\">A second pick: the one to try once you trust the fit and quality.</li><li style=\"margin:0 0 6px;\">The gift pick: the one with the fewest \"will they like it?\" risks.</li></ul><p style=\"margin:0 0 14px;\">The worry we hear most is {{audience.objections[0] || \"what if it doesn't work out?\"}}. Simple answer: reply to any email from us if anything goes wrong, and a person answers.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.store_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Browse the store</a></p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
         },
         {
           "ref": "email_template.n_email_3",
           "name": "Nurture 3 - Shipping and Returns, Plainly",
           "subject": "Shipping and returns, in plain words",
-          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">Before you order from any small brand, you should know three things. Here are ours:</p><ul style=\"margin:0 0 14px 20px;padding:0;\"><li style=\"margin:0 0 6px;\">Shipping: orders go out on the schedule and at the cost shown at checkout, no surprise fees on the last page.</li><li style=\"margin:0 0 6px;\">Returns: if it isn't right, you can return it within the window on our returns page; the instructions are two steps, not a form.</li><li style=\"margin:0 0 6px;\">Who answers: a person. Reply to any email from us and it lands with someone who can actually fix things.</li></ul><p style=\"margin:0 0 14px;\">That's the whole policy. Nothing hidden in a footer.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.store_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Shop with {{custom_values.welcome_code}}</a></p><p style=\"margin:0 0 14px;\">Have a question about sizing, materials or a specific piece? Reply to this email. I answer these myself.</p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
+          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">Before you order from any small brand, you should know three things:</p><ul style=\"margin:0 0 14px 20px;padding:0;\"><li style=\"margin:0 0 6px;\">Shipping: check the cost and timing at checkout before you pay.</li><li style=\"margin:0 0 6px;\">Returns: read the returns page before you order.</li><li style=\"margin:0 0 6px;\">Who answers: a person. Reply to any email from us and it lands with someone who can actually fix things.</li></ul><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.store_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Shop with {{custom_values.welcome_code}}</a></p><p style=\"margin:0 0 14px;\">Have a question about sizing, materials or a specific piece? Reply to this email.</p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
         },
         {
           "ref": "email_template.n_email_4",
           "name": "Nurture 4 - Three Questions Before You Buy",
           "subject": "Three questions to ask any small brand",
-          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">Whether you buy from us or someone else, ask these three before you check out anywhere:</p><ul style=\"margin:0 0 14px 20px;padding:0;\"><li style=\"margin:0 0 6px;\">What's it made of, and where? (A specific answer. \"Premium materials\" is not one.)</li><li style=\"margin:0 0 6px;\">What happens if it arrives damaged? (Replacement, no argument, is the right answer.)</li><li style=\"margin:0 0 6px;\">Can I reach a human? (Try it before you buy. Send a question and see who replies.)</li></ul><p style=\"margin:0 0 14px;\">Our answers are on every product page, and the third one you can test right now by replying to this email.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.store_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Browse the store</a></p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
+          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">Whether you buy from us or someone else, ask these three before you check out anywhere:</p><ul style=\"margin:0 0 14px 20px;padding:0;\"><li style=\"margin:0 0 6px;\">What's it made of, and where? (A specific answer. \"Premium materials\" is not one.)</li><li style=\"margin:0 0 6px;\">What happens if it arrives damaged? (Replacement, no argument, is the right answer.)</li><li style=\"margin:0 0 6px;\">Can I reach a human? (Try it before you buy. Send a question and see who replies.)</li></ul><p style=\"margin:0 0 14px;\">You can test the third one right now by replying to this email.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.store_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Browse the store</a></p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
         },
         {
           "ref": "email_template.n_email_5",
@@ -369,13 +369,13 @@
           "ref": "email_template.n_email_6",
           "name": "Nurture 6 - Everything in One Place",
           "subject": "Everything you need to decide, in one place",
-          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">If you're still deciding, here is everything in one place:</p><ul style=\"margin:0 0 14px 20px;padding:0;\"><li style=\"margin:0 0 6px;\">What we make: {{offer.summary || what we make}}, made properly and described honestly.</li><li style=\"margin:0 0 6px;\">Where to start: the first-order picks on the front page.</li><li style=\"margin:0 0 6px;\">Shipping and returns: plain words on every page, no surprise fees, a person who answers.</li><li style=\"margin:0 0 6px;\">The store: <a href=\"{{custom_values.store_link}}\" style=\"color:#1a56db;text-decoration:underline;\">{{custom_values.business_name}}</a>.</li></ul><p style=\"margin:0 0 14px;\">If you'd rather hear from us less, reply with the word less and I'll move you to the new-arrivals-only list.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.store_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Visit the store</a></p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
+          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">If you're still deciding, here is everything in one place:</p><ul style=\"margin:0 0 14px 20px;padding:0;\"><li style=\"margin:0 0 6px;\">What we make: {{offer.summary || what we make}}, made properly and described honestly.</li><li style=\"margin:0 0 6px;\">Shipping and returns: on the store pages, and a person answers if you reply.</li><li style=\"margin:0 0 6px;\">The store: <a href=\"{{custom_values.store_link}}\" style=\"color:#1a56db;text-decoration:underline;\">{{custom_values.business_name}}</a>.</li></ul><p style=\"margin:0 0 14px;\">If you'd rather hear from us less, reply with the word less and these emails will stop.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.store_link}}\" style=\"display:inline-block;background:#1a56db;color:#ffffff;padding:12px 20px;border-radius:6px;text-decoration:none;font-weight:600;\">Visit the store</a></p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
         },
         {
           "ref": "email_template.w_email_1",
           "name": "Win-back 1 - One Question",
           "subject": "One question, {{contact.first_name}}",
-          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">You joined the {{custom_values.business_name}} list a while back and haven't ordered. That's fine; plenty of people are on the list for the new-arrivals emails.</p><p style=\"margin:0 0 14px;\">One question, and an honest answer is all I need: what stopped you? Price, couldn't find the right thing, timing, or something we said?</p><p style=\"margin:0 0 14px;\">Reply with a word or two. If it's something I can fix, I'll fix it. If you'd rather just hear about new pieces, say so and that's all you'll get.</p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
+          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">You joined the {{custom_values.business_name}} list a while back and haven't ordered. That's fine.</p><p style=\"margin:0 0 14px;\">One question, and an honest answer is all I need: what stopped you? Price, couldn't find the right thing, timing, or something we said?</p><p style=\"margin:0 0 14px;\">Reply with a word or two. If it's something I can fix, tell me.</p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
         },
         {
           "ref": "email_template.w_email_2",
@@ -393,7 +393,7 @@
           "ref": "email_template.r_email_1",
           "name": "Review Request - Email",
           "subject": "A minute of your time, {{contact.first_name}}?",
-          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">Thank you for choosing {{custom_values.business_name}}. I hope everything went the way you wanted; if it did not, reply to this and I will make it right before anything else.</p><p style=\"margin:0 0 14px;\">If it did, would you leave us a short Google review? A line or two about what we did and how it went is all it takes, and it is genuinely how the next person decides to call.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.review_link}}\">Leave a review here</a></p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
+          "html": "<div style=\"font-family:Arial,Helvetica,sans-serif;font-size:16px;line-height:1.5;color:#1f2937;max-width:600px;\"><p style=\"margin:0 0 14px;\">Hi {{contact.first_name}},</p><p style=\"margin:0 0 14px;\">Thank you for choosing {{custom_values.business_name}}. I hope everything went the way you wanted; if it did not, reply to this and tell us.</p><p style=\"margin:0 0 14px;\">If it did, would you leave us a short Google review? A line or two about what we did and how it went is all it takes, and it is genuinely how the next person decides to call.</p><p style=\"margin:0 0 14px;\"><a href=\"{{custom_values.review_link}}\">Leave a review here</a></p><p style=\"margin:0;\">{{custom_values.owner_first_name}}<br>{{custom_values.business_name}} · {{custom_values.business_phone}}</p></div>"
         }
       ],
       "sms": [
@@ -430,17 +430,17 @@
         {
           "ref": "sms_template.n_sms_2",
           "name": "Nurture Text 2 - Free Tip",
-          "body": "Tip from {{custom_values.business_name}}: before you buy {{offer.summary || what we make}} anywhere, read the materials line, not the headline. If it doesn't say what it's made of, that's the answer. Want our short buying checklist? Reply YES."
+          "body": "Tip from {{custom_values.business_name}}: before you buy {{offer.summary || what we make}} anywhere, read the materials line, not the headline. If it doesn't say what it's made of, that's the answer. Questions? Reply here."
         },
         {
           "ref": "sms_template.n_sms_3",
           "name": "Nurture Text 3 - Midpoint",
-          "body": "{{contact.first_name}}, it's {{custom_values.owner_first_name}}. Still deciding? I can send you the link to the two things most people start with, or leave you alone for a while. Which?"
+          "body": "{{contact.first_name}}, it's {{custom_values.owner_first_name}}. Still deciding? Reply if you have a question. Which?"
         },
         {
           "ref": "sms_template.n_sms_4",
           "name": "Nurture Text 4 - Any Question",
-          "body": "Hi {{contact.first_name}}, {{custom_values.owner_first_name}} here. No pitch, just checking: any question about sizing, materials or shipping I can answer? Ask it here and I'll reply personally."
+          "body": "Hi {{contact.first_name}}, {{custom_values.owner_first_name}} here. No pitch, just checking: any question about sizing, materials or shipping I can answer? Ask it here and I'll reply."
         },
         {
           "ref": "sms_template.n_sms_5",
@@ -450,7 +450,7 @@
         {
           "ref": "sms_template.w_sms_1",
           "name": "Win-back Text 1",
-          "body": "Hi {{contact.first_name}}, it's {{custom_values.owner_first_name}} at {{custom_values.business_name}}. Still interested, or would you rather only hear about new arrivals? Reply 1 for still interested, 2 for new arrivals only.\nReply STOP to opt out."
+          "body": "Hi {{contact.first_name}}, it's {{custom_values.owner_first_name}} at {{custom_values.business_name}}. Still interested? Reply 1 if you are.\nReply STOP to opt out."
         },
         {
           "ref": "sms_template.w_sms_2",
@@ -523,7 +523,7 @@
         "name": "Nurture 2 - What People Buy First",
         "subject": "What people buy first (and why)",
         "templateRef": "email_template.n_email_2",
-        "copyDirection": "Day 5. The first-order guide: the two or three products most first orders start with and who each suits, from real store data supplied by the brief. Placeholders if none. Then shipping and returns objection. One CTA.",
+        "copyDirection": "Day 5. The first-order guide: the two or three products most first orders start with and who each suits, from real store data supplied by the brief; without it, a simple way to choose, never a claim about what most people buy. Then shipping and returns objection. One CTA.",
         "mergeTags": [
           "contact.first_name",
           "custom_values.business_name",
@@ -582,7 +582,7 @@
         "name": "Nurture 6 - Everything in One Place",
         "subject": "Everything you need to decide, in one place",
         "templateRef": "email_template.n_email_6",
-        "copyDirection": "Day 27. The decision sheet: what we make, what to start with, shipping, returns, who answers, the store link. Offer the \"fewer emails\" out. One CTA.",
+        "copyDirection": "Day 27. The decision sheet: what we make, what to start with, shipping, returns, who answers, the store link. Offer the \"fewer emails\" out (any reply stops these emails; no other list exists). One CTA.",
         "mergeTags": [
           "contact.first_name",
           "custom_values.store_link",
@@ -596,7 +596,7 @@
         "name": "Win-back 1 - One Question",
         "subject": "One question, {{contact.first_name}}",
         "templateRef": "email_template.w_email_1",
-        "copyDirection": "Win-back day 0. Acknowledge no order without guilt; ask the one diagnostic question (price, the right product, timing, something we said); promise to fix it or quiet down. A reply is the CTA.",
+        "copyDirection": "Win-back day 0. Acknowledge no order without guilt; ask the one diagnostic question (price, the right product, timing, something we said); invite them to say what would help. A reply is the CTA.",
         "mergeTags": [
           "contact.first_name",
           "custom_values.business_name",
@@ -625,7 +625,7 @@
         "name": "Win-back 3 - We'll Quiet Down",
         "subject": "We'll quiet down now",
         "templateRef": "email_template.w_email_3",
-        "copyDirection": "Win-back day 30, the last automatic message. Say so, keep them on new-arrivals only, one CTA to the store, gracious close.",
+        "copyDirection": "Win-back day 30, the last automatic message. Say so, one CTA to the store, gracious close.",
         "mergeTags": [
           "contact.first_name",
           "custom_values.business_name",
@@ -639,7 +639,7 @@
         "name": "Review Request - Email",
         "subject": "A minute of your time, {{contact.first_name}}?",
         "templateRef": "email_template.r_email_1",
-        "copyDirection": "Three days after the tag. Thank them, invite the complaint first (reply and I will fix it), then the ask with the link. Tone: brief.voice.threeWords.",
+        "copyDirection": "Three days after the tag. Thank them, invite the complaint first (reply and tell us; promise no fix), then the ask with the link. Tone: brief.voice.threeWords.",
         "mergeTags": [
           "contact.first_name",
           "custom_values.business_name",
@@ -690,7 +690,7 @@
         "ref": "sms.mc_sms_1",
         "name": "Missed Call - Instant Text-Back",
         "templateRef": "sms_template.mc_sms_1",
-        "copyDirection": "Seconds after a missed inbound call to the support line. Apologize, ask what they need (order / product / return), promise a real person, STOP line.",
+        "copyDirection": "Seconds after a missed inbound call to the support line. Apologize, ask what they need (order / product / return), a person reads replies (no call-back time promised), STOP line.",
         "mergeTags": [
           "custom_values.business_name"
         ],
@@ -733,7 +733,7 @@
         "ref": "sms.n_sms_3",
         "name": "Nurture Text 3 - Midpoint",
         "templateRef": "sms_template.n_sms_3",
-        "copyDirection": "Day 15. Personal; binary: want the link to the first-order picks, or fewer texts.",
+        "copyDirection": "Day 15. Personal; binary: a question welcome, or fewer texts.",
         "mergeTags": [
           "contact.first_name",
           "custom_values.owner_first_name"
@@ -768,7 +768,7 @@
         "ref": "sms.w_sms_1",
         "name": "Win-back Text 1",
         "templateRef": "sms_template.w_sms_1",
-        "copyDirection": "Win-back day 7. Binary: still interested, or new-arrivals only. STOP line.",
+        "copyDirection": "Win-back day 7. Still interested? A reply is the CTA (no new-arrivals list exists). STOP line.",
         "mergeTags": [
           "contact.first_name",
           "custom_values.owner_first_name",