@jaimevalasek/aioson 1.6.0 → 1.7.2

package/template/.aioson/skills/marketing/references/anti-patterns.md

@@ -0,0 +1,254 @@
+---
+name: copy-anti-patterns-reference
+description: Copy anti-patterns — the most common conversion-killing mistakes in sales pages and landing pages. Loaded by @copywriter for quality validation before finalizing copy.
+---
+
+# Copy Anti-Patterns — What Kills Conversion
+
+Use this reference as a **validation checklist** after writing copy. Every anti-pattern here has been observed in real pages that underperformed. If your copy matches any pattern below, rewrite that section before delivering.
+
+---
+
+## 1. Generic headlines (the #1 killer)
+
+### The "Welcome" opener
+> "Welcome to [Brand Name]"
+> "Welcome to the future of [category]"
+
+**Why it kills:** Zero information, zero curiosity. The prospect already knows they arrived — they need a reason to STAY.
+
+### The "Best Solution" claim
+> "The best solution for your [need]"
+> "The most powerful platform for [category]"
+
+**Why it kills:** Unverifiable superlative. Every competitor says the same thing. The prospect's filter catches it as noise.
+
+### The "Powerful Features" list
+> "Powerful features for modern teams"
+> "Everything you need to grow your business"
+
+**Why it kills:** Feature-first, not benefit-first. "Powerful" is subjective. "Everything" is vague.
+
+### The "Transform Your" promise
+> "Transform your life with our method"
+> "Revolutionize how you work"
+
+**Why it kills:** "Transform" and "revolutionize" are so overused they've lost all meaning. No specific outcome = no click.
+
+### How to fix any generic headline
+Ask: "What specific result does the prospect get, in what timeframe, and why should they believe it?"
+Then write THAT as the headline.
+
+---
+
+## 2. Feature-first copy
+
+### The anti-pattern
+```
+Our platform includes:
+- AI-powered analytics
+- 50+ integrations
+- Real-time dashboards
+- Custom workflows
+- Team collaboration tools
+```
+
+### Why it kills
+Features are HOW the product works. The prospect cares about WHAT CHANGES in their life. Features belong in the detail section AFTER the benefit has been established.
+
+### The fix
+Convert every feature to a benefit:
+```
+With [Product], you will:
+- See exactly which campaigns generate revenue (not just clicks) → makes AI analytics meaningful
+- Connect your existing tools in 5 minutes — no developer needed → makes integrations a benefit
+- Catch problems before your clients do → makes dashboards relevant
+```
+
+### The rule
+**Features are proof of benefits. Benefits are headlines. Features are supporting evidence.**
+
+---
+
+## 3. Fake urgency
+
+### The anti-pattern
+> "Only 3 spots left!"
+> "Offer ends tonight!"
+> "Limited time — act now!"
+> "This page will be taken down soon"
+
+...when none of these are true.
+
+### Why it kills
+Sophisticated audiences (Level 3+) recognize fake scarcity instantly. It doesn't create urgency — it creates distrust. And distrust kills not just this sale, but the brand's future sales.
+
+### When urgency is legitimate
+- Live event with real capacity limits → "47 of 100 seats remaining" (show real-time count)
+- Price increase on a specific date → "Price goes to R$497 on March 15" (must actually increase)
+- Launch window → "Enrollment closes Friday at midnight" (must actually close)
+- Limited production run → "First 500 units ship in April — after that, 8-week waitlist"
+
+### The rule
+**If the urgency isn't real, don't use it. If it IS real, prove it with specifics.**
+
+---
+
+## 4. Wall of text (no visual hierarchy)
+
+### The anti-pattern
+A long paragraph of unbroken text explaining the product, its benefits, its features, the company's history, and the offer all in one block with no headings, no bullets, no spacing, and no visual breaks, expecting the reader to absorb everything in order.
+
+### Why it kills
+People don't read sales pages — they scan. A wall of text gets zero scanning traction. The eye has nowhere to land.
+
+### The fix
+- Break every concept into its own section with a heading
+- Use bullet points for lists of 3+ items
+- Keep paragraphs to 2-3 sentences max
+- Add visual spacing between sections
+- Use bold for key phrases the scanner should catch
+
+---
+
+## 5. Self-centered copy
+
+### The anti-pattern
+> "We are proud to announce..."
+> "Our team has worked hard to develop..."
+> "At [Company], we believe in..."
+> "Founded in 2015, we have been..."
+
+### Why it kills
+The prospect doesn't care about the company. They care about themselves. Every sentence that starts with "we" is a sentence that doesn't serve the prospect.
+
+### The fix
+Flip the subject:
+- "We are proud to announce our new feature" → "You can now [do specific thing] in half the time"
+- "Our team has worked hard" → "Your [problem] is now solved — here's how"
+- "At [Company], we believe" → "[Specific result] is possible when [mechanism]"
+
+### The rule
+**Count the "we/our" vs "you/your" ratio. If "we" wins, rewrite.**
+
+---
+
+## 6. No social proof (or fake proof)
+
+### The anti-pattern — Missing proof
+A page with claims but zero evidence: no testimonials, no numbers, no case studies, no logos.
+
+### The anti-pattern — Fake proof
+- Stock photo "testimonials" with generic names
+- "Trusted by thousands" without a number
+- Testimonials that sound like they were written by the marketing team
+- Logos of companies that aren't actually clients
+
+### Why it kills
+Claims without proof = marketing noise. The prospect has been trained by years of internet to filter unsupported claims. Missing proof means they assume the product doesn't work. Fake proof, if detected, destroys all trust permanently.
+
+### The fix
+Use any proof you have, in order of strength:
+1. Specific result testimonials with name + photo + role
+2. Case studies with before/after numbers
+3. Raw numbers (users, revenue generated, success rate)
+4. Media mentions or recognizable logos
+5. Relevant certifications or credentials
+6. User-generated content (screenshots, tweets, reviews)
+
+If you have NO proof: lead with a strong guarantee to compensate.
+
+---
+
+## 7. Multiple CTAs competing
+
+### The anti-pattern
+```
+[Buy the Product]     [Schedule a Demo]     [Download the E-book]
+[Join the Newsletter]  [Watch the Video]     [Read Our Blog]
+```
+
+### Why it kills
+Choice paralysis. When everything is a CTA, nothing is a CTA. The prospect doesn't know what to do and does nothing.
+
+### The fix
+- **One primary CTA** per page (the main action you want)
+- **One secondary CTA** (lower commitment alternative — e.g., "not ready? download the free guide")
+- Everything else is a link, not a button
+- The primary CTA should appear 2-3 times on a long page (hero, after mechanism, after offer)
+
+---
+
+## 8. Abstract benefit language
+
+### The anti-pattern
+- "Streamline your workflow"
+- "Optimize your operations"
+- "Leverage cutting-edge technology"
+- "Drive meaningful results"
+- "Unlock your potential"
+- "Empower your team"
+
+### Why it kills
+These phrases sound like they mean something, but they describe nothing specific. The prospect can't visualize what changes. Corporate jargon creates distance, not connection.
+
+### The fix
+Replace every abstract phrase with a concrete scenario:
+- "Streamline your workflow" → "Finish your weekly report in 20 minutes instead of 3 hours"
+- "Optimize your operations" → "Cut your shipping costs by 30% without changing carriers"
+- "Empower your team" → "Your team ships features 2x faster because they stop waiting for approvals"
+
+### The rule
+**If you can't draw a picture of the benefit in the reader's mind, it's too abstract.**
+
+---
+
+## 9. No objection handling
+
+### The anti-pattern
+A page that presents benefits and an offer but never addresses why the prospect might say no.
+
+### Why it kills
+Every prospect has objections. If you don't address them, the prospect addresses them internally — and their internal answer is always "no."
+
+### Common objections every page should address
+1. "Is this a scam?" → Proof, guarantee, real contact info
+2. "Will this work for ME?" → "Who this is for" section + specific testimonials from similar people
+3. "What if it doesn't work?" → Guarantee
+4. "I don't have time/money" → Reframe: what is the cost of NOT acting?
+5. "How is this different?" → Mechanism explanation + competitor contrast
+
+---
+
+## 10. Lorem ipsum and placeholder syndrome
+
+### The anti-pattern
+Copy that's technically complete but emotionally empty:
+- "Your compelling headline goes here"
+- "[Insert testimonial]"
+- "Description of your amazing product"
+- Sections that read like templates with blanks filled in mechanically
+
+### Why it kills
+Placeholder copy signals that nobody cared enough to write real copy. If the creator doesn't care about the message, why should the prospect care about the product?
+
+### The rule
+**Every word on the page must earn its place. If a section doesn't have real content, cut the section — don't fill it with filler.**
+
+---
+
+## Validation checklist
+
+Before delivering copy, verify NONE of these are present:
+
+- [ ] No generic headlines ("Welcome," "Best solution," "Powerful features")
+- [ ] No feature-first sections (benefits lead, features support)
+- [ ] No fake urgency (all scarcity is real and verifiable)
+- [ ] No walls of text (headings, bullets, spacing present)
+- [ ] No self-centered copy ("we/our" doesn't dominate "you/your")
+- [ ] No missing or fake social proof
+- [ ] No competing CTAs (one primary, one secondary max)
+- [ ] No abstract benefit language (every benefit is visualizable)
+- [ ] No unaddressed objections (top 3 objections handled)
+- [ ] No placeholder/template text
+- [ ] No congruence break with ad context (if provided)

package/template/.aioson/skills/marketing/references/fascinations.md

@@ -0,0 +1,192 @@
+---
+name: fascinations-reference
+description: Fascinations (curiosity bullets) — high-converting bullet point formulas for offers, emails, and sales pages. Loaded by @copywriter when writing offer sections, bonus lists, or email subject lines.
+---
+
+# Fascinations — Curiosity Bullets That Sell
+
+## What are fascinations?
+
+Fascinations are bullet points designed to create irresistible curiosity about the content inside a product. They don't describe what's inside — they make the reader NEED to know what's inside.
+
+The best fascination makes the prospect think: "I have to know this."
+The worst fascination makes them think: "I already know this."
+
+---
+
+## The 12 formulas that work
+
+### 1. The Secret Of
+> "The secret of [desirable group] that allows them to [desirable result] — and how you can use it starting today"
+
+**Good:**
+- "The secret of Japanese women over 60 who maintain the metabolism of a 25-year-old — and the one ingredient they all consume before 7 AM"
+- "The secret freelancers earning R$30k/month use to find clients without a portfolio, a website, or a single social media post"
+
+**Bad:**
+- "The secret to success" (vague, no specificity)
+- "The secret of productivity" (abstract noun, no desired result)
+
+### 2. The Reason Why
+> "Why [common belief] is actually [counterintuitive truth] — and what to do instead"
+
+**Good:**
+- "Why drinking 8 glasses of water a day is actually making you MORE dehydrated — and the 3-ingredient drink that fixes it"
+- "Why posting every day on Instagram is killing your reach — and the 2-post-per-week strategy that outperforms daily posting by 340%"
+
+**Bad:**
+- "Why most people fail" (no specificity, overused)
+- "Why our product is different" (product-focused, not curiosity-focused)
+
+### 3. The Warning
+> "Warning: never [common action] until you [condition] — or you risk [consequence]"
+
+**Good:**
+- "Warning: never sign a commercial lease until you check clause 14.3 — or you could be locked into a 5-year obligation with no exit"
+- "Warning: never take vitamin D without this co-factor — Harvard researchers found it can actually INCREASE deficiency symptoms"
+
+**Bad:**
+- "Warning: don't miss this opportunity!" (fake urgency, no content)
+
+### 4. The Specific Number
+> "[Specific number] [things] that [produce specific result]"
+
+**Good:**
+- "The 3 foods that spike your cortisol by 47% when eaten after 6 PM — and the one swap that eliminates the spike completely"
+- "7 LinkedIn headline formulas that generated 12,000+ profile views in 30 days (I tested all 7 — #4 outperformed the rest by 3x)"
+- "The 11-minute evening routine that reduced insomnia in 78% of participants in a University of Zurich study"
+
+**Bad:**
+- "10 tips for better health" (generic, no specificity in the result)
+- "5 ways to make money" (vague outcome)
+
+### 5. The Unusual Ingredient
+> "The [unexpected thing] that [produces desired result] — discovered by [authority/source]"
+
+**Good:**
+- "The kitchen spice that dissolves 23% more arterial plaque than statins — according to a 2023 study from Johns Hopkins"
+- "The free Chrome extension that replaced my R$2,400/year email marketing tool — and actually converts better"
+- "The 1940s sales letter technique that still outperforms AI-generated copy by 4:1 in split tests"
+
+**Bad:**
+- "The amazing thing that will change your life" (no specificity)
+- "Our special ingredient" (hidden behind vagueness instead of curiosity)
+
+### 6. The Mistake
+> "The #1 mistake [audience] makes when [action] — and how it's costing you [specific loss]"
+
+**Good:**
+- "The #1 mistake new landlords make in month 2 that costs an average of R$14,000 in the first year — and the one-paragraph clause that prevents it"
+- "The warm-up mistake that 90% of runners make before every race — according to a biomechanics study, it increases injury risk by 34%"
+
+**Bad:**
+- "Common mistakes people make" (no specificity, no stakes)
+
+### 7. The Hidden Cause
+> "The hidden reason [bad thing happens] — and it's NOT [what they think]"
+
+**Good:**
+- "The hidden reason your Facebook ads stop working after 3 days — and it's NOT ad fatigue, audience saturation, or your creative"
+- "The hidden reason your back pain keeps coming back — it's NOT your posture, your mattress, or your core strength (page 47)"
+
+**Bad:**
+- "The real reason you're not succeeding" (vague, no specificity)
+
+### 8. The Time-Bound Result
+> "How to [achieve result] in [specific timeframe] — even if [objection]"
+
+**Good:**
+- "How to write a complete sales page in 90 minutes — even if you've never written a single line of copy in your life"
+- "How to go from 0 to 1,000 email subscribers in 14 days — even if you don't have a website, a product, or a social media following"
+
+**Bad:**
+- "How to get results fast" (no timeframe, no specificity)
+- "How to be successful" (no specific result)
+
+### 9. The Contrast
+> "Why [seemingly bad thing] works better than [seemingly good thing] for [result]"
+
+**Good:**
+- "Why an 'ugly' one-page website converts 3x more than a R$25,000 professionally designed site — and how to build one in 2 hours"
+- "Why walking 20 minutes beats running 60 minutes for fat loss — the metabolic math your trainer won't tell you"
+
+**Bad:**
+- "Why our thing is better than their thing" (comparative claim, not curiosity)
+
+### 10. The Forbidden Knowledge
+> "What [authority/industry] doesn't want you to know about [topic]"
+
+**Good:**
+- "What dermatologists privately admit about sunscreen that contradicts everything on their office pamphlets — and the one product they actually use on their own children"
+- "What your real estate agent is legally not allowed to tell you about neighborhood pricing — and how to find the data yourself in 5 minutes"
+
+**Bad:**
+- "What THEY don't want you to know" (conspiracy tone, no specificity)
+
+### 11. The Page Number / Location
+> "[Fascinating claim] — see page [X] / module [X] / minute [X]"
+
+**Good:**
+- "The exact email script that recovered R$47,000 in abandoned carts in one weekend — copy it word-for-word from page 34"
+- "The 4-word phrase that turns a 'maybe later' into a 'where do I sign?' — demonstrated live in Module 3, minute 12:45"
+
+**Why it works:** Implies the content is real, organized, and findable. Adds tangibility.
+
+### 12. The Paradox
+> "How [seemingly contradictory pair] produces [desirable result]"
+
+**Good:**
+- "How eating MORE fat made 2,400 study participants lose an average of 8.2 kg in 12 weeks — without hunger, without exercise, without counting a single calorie"
+- "How sending FEWER emails increased this e-commerce store's revenue by 61% — the 'less is more' sequence that defies marketing orthodoxy"
+
+---
+
+## Fascination quality checklist
+
+Before using a fascination, verify:
+
+- [ ] **Specificity:** Does it contain at least one specific number, name, or detail?
+- [ ] **Curiosity gap:** Does it make the reader NEED to know the answer?
+- [ ] **Believability:** Is the claim bold but not absurd?
+- [ ] **Benefit clarity:** Is the desired outcome obvious?
+- [ ] **No spoiler:** Does it tease without revealing the answer?
+- [ ] **No filler words:** "Amazing," "incredible," "revolutionary" = filler. Cut them.
+
+---
+
+## Anti-pattern collection: Fascinations that kill conversion
+
+### Generic fascinations (no curiosity gap)
+- "Learn about nutrition" → Who cares?
+- "Discover our features" → Feature-focused
+- "Get tips for your business" → Vague
+- "Everything you need to know about X" → Overused, no specificity
+
+### Spoiler fascinations (answer revealed = no reason to buy)
+- "Meditation reduces stress — and we'll show you how to meditate" → Already knows the method
+- "Drink more water to improve your skin" → Already knows the solution
+
+### Hype fascinations (unbelievable = ignored)
+- "The miracle molecule that cures ALL diseases"
+- "Make R$100,000 in your first month guaranteed"
+- "The secret that will make you a genius overnight"
+
+### Self-centered fascinations (about the product, not the prospect)
+- "Our award-winning platform"
+- "Built with cutting-edge technology"
+- "Trusted by industry leaders" (without naming them)
+
+---
+
+## How many fascinations per section?
+
+| Context | Quantity |
+|---|---|
+| Offer section (what you get) | 5–8 bullets per component |
+| Bonus description | 3–4 bullets each |
+| Email subject line testing | Write 10, pick best 3 |
+| Sales page body | 1–2 per section as proof hooks |
+| VSL script | 3–5 sprinkled in the mechanism act |
+
+### Ordering rule
+Put the 2nd best fascination first and the best fascination last. The first one earns attention; the last one earns the click.