@friedbotstudio/create-baseline 0.1.0

package/obj/template/.claude/skills/copywriting/references/ai-writing-detection.md

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+# AI Writing Detection
+
+Words, phrases, and punctuation patterns commonly associated with AI-generated text. Avoid these to ensure writing sounds natural and human.
+
+Sources: Grammarly (2025), Microsoft 365 Life Hacks (2025), GPTHuman (2025), Walter Writes (2025), Textero (2025), Plagiarism Today (2025), Rolling Stone (2025), MDPI Blog (2025)
+
+---
+
+## Contents
+- Em Dashes: The Primary AI Tell
+- Overused Verbs
+- Overused Adjectives
+- Overused Transitions and Connectors
+- Phrases That Signal AI Writing (Opening Phrases, Transitional Phrases, Concluding Phrases, Structural Patterns)
+- Filler Words and Empty Intensifiers
+- Academic-Specific AI Tells
+- How to Self-Check
+
+## Em Dashes: The Primary AI Tell
+
+**The em dash (—) has become one of the most reliable markers of AI-generated content.**
+
+Em dashes are longer than hyphens (-) and are used for emphasis, interruptions, or parenthetical information. While they have legitimate uses in writing, AI models drastically overuse them.
+
+### Why Em Dashes Signal AI Writing
+- AI models were trained on edited books, academic papers, and style guides where em dashes appear frequently
+- AI uses em dashes as a shortcut for sentence variety instead of commas, colons, or parentheses
+- Most human writers rarely use em dashes because they don't exist as a standard keyboard key
+- The overuse is so consistent that it has become the unofficial signature of ChatGPT writing
+
+### What To Do Instead
+| Instead of | Use |
+|------------|-----|
+| The results—which were surprising—showed... | The results, which were surprising, showed... |
+| This approach—unlike traditional methods—allows... | This approach, unlike traditional methods, allows... |
+| The study found—as expected—that... | The study found, as expected, that... |
+| Communication skills—both written and verbal—are essential | Communication skills (both written and verbal) are essential |
+
+### Guidelines
+- Use commas for most parenthetical information
+- Use colons to introduce explanations or lists
+- Use parentheses for supplementary information
+- Reserve em dashes for rare, deliberate emphasis only
+- If you find yourself using more than one em dash per page, revise
+
+---
+
+## Overused Verbs
+
+| Avoid | Use Instead |
+|-------|-------------|
+| delve (into) | explore, examine, investigate, look at |
+| leverage | use, apply, draw on |
+| optimise | improve, refine, enhance |
+| utilise | use |
+| facilitate | help, enable, support |
+| foster | encourage, support, develop, nurture |
+| bolster | strengthen, support, reinforce |
+| underscore | emphasise, highlight, stress |
+| unveil | reveal, show, introduce, present |
+| navigate | manage, handle, work through |
+| streamline | simplify, make more efficient |
+| enhance | improve, strengthen |
+| endeavour | try, attempt, effort |
+| ascertain | find out, determine, establish |
+| elucidate | explain, clarify, make clear |
+
+---
+
+## Overused Adjectives
+
+| Avoid | Use Instead |
+|-------|-------------|
+| robust | strong, reliable, thorough, solid |
+| comprehensive | complete, thorough, full, detailed |
+| pivotal | key, critical, central, important |
+| crucial | important, key, essential, critical |
+| vital | important, essential, necessary |
+| transformative | significant, important, major |
+| cutting-edge | new, advanced, recent, modern |
+| groundbreaking | new, original, significant |
+| innovative | new, original, creative |
+| seamless | smooth, easy, effortless |
+| intricate | complex, detailed, complicated |
+| nuanced | subtle, complex, detailed |
+| multifaceted | complex, varied, diverse |
+| holistic | complete, whole, comprehensive |
+
+---
+
+## Overused Transitions and Connectors
+
+| Avoid | Use Instead |
+|-------|-------------|
+| furthermore | also, in addition, and |
+| moreover | also, and, besides |
+| notwithstanding | despite, even so, still |
+| that being said | however, but, still |
+| at its core | essentially, fundamentally, basically |
+| to put it simply | in short, simply put |
+| it is worth noting that | note that, importantly |
+| in the realm of | in, within, regarding |
+| in the landscape of | in, within |
+| in today's [anything] | currently, now, today |
+
+---
+
+## Phrases That Signal AI Writing
+
+### Opening Phrases to Avoid
+- "In today's fast-paced world..."
+- "In today's digital age..."
+- "In an era of..."
+- "In the ever-evolving landscape of..."
+- "In the realm of..."
+- "It's important to note that..."
+- "Let's delve into..."
+- "Imagine a world where..."
+
+### Transitional Phrases to Avoid
+- "That being said..."
+- "With that in mind..."
+- "It's worth mentioning that..."
+- "At its core..."
+- "To put it simply..."
+- "In essence..."
+- "This begs the question..."
+
+### Concluding Phrases to Avoid
+- "In conclusion..."
+- "To sum up..."
+- "By [doing X], you can [achieve Y]..."
+- "In the final analysis..."
+- "All things considered..."
+- "At the end of the day..."
+
+### Structural Patterns to Avoid
+- "Whether you're a [X], [Y], or [Z]..." (listing three examples after "whether")
+- "It's not just [X], it's also [Y]..."
+- "Think of [X] as [elaborate metaphor]..."
+- Starting sentences with "By" followed by a gerund: "By understanding X, you can Y..."
+
+---
+
+## Filler Words and Empty Intensifiers
+
+These words often add nothing to meaning. Remove them or find specific alternatives:
+
+- absolutely
+- actually
+- basically
+- certainly
+- clearly
+- definitely
+- essentially
+- extremely
+- fundamentally
+- incredibly
+- interestingly
+- naturally
+- obviously
+- quite
+- really
+- significantly
+- simply
+- surely
+- truly
+- ultimately
+- undoubtedly
+- very
+
+---
+
+## Academic-Specific AI Tells
+
+| Avoid | Use Instead |
+|-------|-------------|
+| shed light on | clarify, explain, reveal |
+| pave the way for | enable, allow, make possible |
+| a myriad of | many, numerous, various |
+| a plethora of | many, numerous, several |
+| paramount | very important, essential, critical |
+| pertaining to | about, regarding, concerning |
+| prior to | before |
+| subsequent to | after |
+| in light of | because of, given, considering |
+| with respect to | about, regarding, for |
+| in terms of | regarding, for, about |
+| the fact that | that (or rewrite sentence) |
+
+---
+
+## How to Self-Check
+
+1. Read your text aloud. If phrases sound unnatural in speech, revise them
+2. Ask: "Would I say this in a conversation with a colleague?"
+3. Check for repetitive sentence structures
+4. Look for clusters of the words listed above
+5. Ensure varied sentence lengths (not all similar length)
+6. Verify each intensifier adds genuine meaning

package/obj/template/.claude/skills/copywriting/references/copy-frameworks.md

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+# Copy Frameworks Reference
+
+Headline formulas, page section types, and structural templates.
+
+## Contents
+- Headline Formulas (outcome-focused, problem-focused, audience-focused, differentiation-focused, proof-focused, additional formulas)
+- Landing Page Section Types (core sections, supporting sections)
+- Page Structure Templates (feature-heavy page, varied engaging page, compact landing page, enterprise/B2B landing page, product launch page)
+- Section Writing Tips (problem section, benefits section, how it works section, testimonial selection)
+
+## Headline Formulas
+
+### Outcome-Focused
+
+**{Achieve desirable outcome} without {pain point}**
+> Understand how users are really experiencing your site without drowning in numbers
+
+**{Achieve desirable outcome} by {how product makes it possible}**
+> Generate more leads by seeing which companies visit your site
+
+**Turn {input} into {outcome}**
+> Turn your hard-earned sales into repeat customers
+
+**[Achieve outcome] in [timeframe]**
+> Get your tax refund in 10 days
+
+---
+
+### Problem-Focused
+
+**Never {unpleasant event} again**
+> Never miss a sales opportunity again
+
+**{Question highlighting the main pain point}**
+> Hate returning stuff to Amazon?
+
+**Stop [pain]. Start [pleasure].**
+> Stop chasing invoices. Start getting paid on time.
+
+---
+
+### Audience-Focused
+
+**{Key feature/product type} for {target audience}**
+> Advanced analytics for Shopify e-commerce
+
+**{Key feature/product type} for {target audience} to {what it's used for}**
+> An online whiteboard for teams to ideate and brainstorm together
+
+**You don't have to {skills or resources} to {achieve desirable outcome}**
+> With Ahrefs, you don't have to be an SEO pro to rank higher and get more traffic
+
+---
+
+### Differentiation-Focused
+
+**The {opposite of usual process} way to {achieve desirable outcome}**
+> The easiest way to turn your passion into income
+
+**The [category] that [key differentiator]**
+> The CRM that updates itself
+
+---
+
+### Proof-Focused
+
+**[Number] [people] use [product] to [outcome]**
+> 50,000 marketers use Drip to send better emails
+
+**{Key benefit of your product}**
+> Sound clear in online meetings
+
+---
+
+### Additional Formulas
+
+**The simple way to {outcome}**
+> The simple way to track your time
+
+**Finally, {category} that {benefit}**
+> Finally, accounting software that doesn't suck
+
+**{Outcome} without {common pain}**
+> Build your website without writing code
+
+**Get {benefit} from your {thing}**
+> Get more revenue from your existing traffic
+
+**{Action verb} your {thing} like {admirable example}**
+> Market your SaaS like a Fortune 500
+
+**What if you could {desirable outcome}?**
+> What if you could close deals 30% faster?
+
+**Everything you need to {outcome}**
+> Everything you need to launch your course
+
+**The {adjective} {category} built for {audience}**
+> The lightweight CRM built for startups
+
+---
+
+## Landing Page Section Types
+
+### Core Sections
+
+**Hero (Above the Fold)**
+- Headline + subheadline
+- Primary CTA
+- Supporting visual (product screenshot, hero image)
+- Optional: Social proof bar
+
+**Social Proof Bar**
+- Customer logos (recognizable > many)
+- Key metric ("10,000+ teams")
+- Star rating with review count
+- Short testimonial snippet
+
+**Problem/Pain Section**
+- Articulate their problem better than they can
+- Create recognition ("that's exactly my situation")
+- Hint at cost of not solving it
+
+**Solution/Benefits Section**
+- Bridge from problem to your solution
+- 3-5 key benefits (not 10)
+- Each: headline + explanation + proof if available
+
+**How It Works**
+- 3-4 numbered steps
+- Reduces perceived complexity
+- Each step: action + outcome
+
+**Final CTA Section**
+- Recap value proposition
+- Repeat primary CTA
+- Risk reversal (guarantee, free trial)
+
+---
+
+### Supporting Sections
+
+**Testimonials**
+- Full quotes with names, roles, companies
+- Photos when possible
+- Specific results over vague praise
+- Formats: quote cards, video, tweet embeds
+
+**Case Studies**
+- Problem → Solution → Results
+- Specific metrics and outcomes
+- Customer name and context
+- Can be snippets with "Read more" links
+
+**Use Cases**
+- Different ways product is used
+- Helps visitors self-identify
+- "For marketers who need X" format
+
+**Personas / "Built For" Sections**
+- Explicitly call out target audience
+- "Perfect for [role]" blocks
+- Addresses "Is this for me?" question
+
+**FAQ Section**
+- Address common objections
+- Good for SEO
+- Reduces support burden
+- 5-10 most common questions
+
+**Comparison Section**
+- vs. competitors (name them or don't)
+- vs. status quo (spreadsheets, manual processes)
+- Tables or side-by-side format
+
+**Integrations / Partners**
+- Logos of tools you connect with
+- "Works with your stack" messaging
+- Builds credibility
+
+**Founder Story / Manifesto**
+- Why you built this
+- What you believe
+- Emotional connection
+- Differentiates from faceless competitors
+
+**Demo / Product Tour**
+- Interactive demos
+- Video walkthroughs
+- GIF previews
+- Shows product in action
+
+**Pricing Preview**
+- Teaser even on non-pricing pages
+- Starting price or "from $X/mo"
+- Moves decision-makers forward
+
+**Guarantee / Risk Reversal**
+- Money-back guarantee
+- Free trial terms
+- "Cancel anytime"
+- Reduces friction
+
+**Stats Section**
+- Key metrics that build credibility
+- "10,000+ customers"
+- "4.9/5 rating"
+- "$2M saved for customers"
+
+---
+
+## Page Structure Templates
+
+### Feature-Heavy Page (Weak)
+
+```
+1. Hero
+2. Feature 1
+3. Feature 2
+4. Feature 3
+5. Feature 4
+6. CTA
+```
+
+This is a list, not a persuasive narrative.
+
+---
+
+### Varied, Engaging Page (Strong)
+
+```
+1. Hero with clear value prop
+2. Social proof bar (logos or stats)
+3. Problem/pain section
+4. How it works (3 steps)
+5. Key benefits (2-3, not 10)
+6. Testimonial
+7. Use cases or personas
+8. Comparison to alternatives
+9. Case study snippet
+10. FAQ
+11. Final CTA with guarantee
+```
+
+This tells a story and addresses objections.
+
+---
+
+### Compact Landing Page
+
+```
+1. Hero (headline, subhead, CTA, image)
+2. Social proof bar
+3. 3 key benefits with icons
+4. Testimonial
+5. How it works (3 steps)
+6. Final CTA with guarantee
+```
+
+Good for ad landing pages where brevity matters.
+
+---
+
+### Enterprise/B2B Landing Page
+
+```
+1. Hero (outcome-focused headline)
+2. Logo bar (recognizable companies)
+3. Problem section (business pain)
+4. Solution overview
+5. Use cases by role/department
+6. Security/compliance section
+7. Integration logos
+8. Case study with metrics
+9. ROI/value section
+10. Contact/demo CTA
+```
+
+Addresses enterprise buyer concerns.
+
+---
+
+### Product Launch Page
+
+```
+1. Hero with launch announcement
+2. Video demo or walkthrough
+3. Feature highlights (3-5)
+4. Before/after comparison
+5. Early testimonials
+6. Launch pricing or early access offer
+7. CTA with urgency
+```
+
+Good for ProductHunt, launches, or announcements.
+
+---
+
+## Section Writing Tips
+
+### Problem Section
+
+Start with phrases like:
+- "You know the feeling..."
+- "If you're like most [role]..."
+- "Every day, [audience] struggles with..."
+- "We've all been there..."
+
+Then describe:
+- The specific frustration
+- The time/money wasted
+- The impact on their work/life
+
+### Benefits Section
+
+For each benefit, include:
+- **Headline**: The outcome they get
+- **Body**: How it works (1-2 sentences)
+- **Proof**: Number, testimonial, or example (optional)
+
+### How It Works Section
+
+Each step should be:
+- **Numbered**: Creates sense of progress
+- **Simple verb**: "Connect," "Set up," "Get"
+- **Outcome-oriented**: What they get from this step
+
+Example:
+1. Connect your tools (takes 2 minutes)
+2. Set your preferences
+3. Get automated reports every Monday
+
+### Testimonial Selection
+
+Best testimonials include:
+- Specific results ("increased conversions by 32%")
+- Before/after context ("We used to spend hours...")
+- Role + company for credibility
+- Something quotable and specific
+
+Avoid testimonials that just say:
+- "Great product!"
+- "Love it!"
+- "Easy to use!"