@jaimevalasek/aioson 1.7.0 → 1.7.2

package/template/.aioson/skills/marketing/references/one-belief.md

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+---
+name: one-belief-reference
+description: One Belief framework — the central psychological thesis that every high-converting page or VSL must establish. Loaded by @copywriter and vsl-craft when building marketing pages.
+---
+
+# One Belief — Framework & Examples
+
+## The formula
+
+Every high-converting page orbits ONE belief the prospect must accept:
+
+> "Doing **[New Opportunity]** is the key to **[Primary Benefit]**, and this is only possible through **[Unique Mechanism]**."
+
+If the prospect believes this single statement, they are ready for the offer.
+If they don't believe it, no amount of design or features will convert them.
+
+---
+
+## Components explained
+
+### New Opportunity
+A shift from what the prospect has tried before. NOT an improvement on the old thing — a replacement.
+
+- Old thing: "doing cardio to lose weight" → New Opportunity: "metabolic stimulation"
+- Old thing: "posting more content" → New Opportunity: "audience asset building"
+- Old thing: "cold calling" → New Opportunity: "inbound demand engine"
+
+### Primary Benefit
+The outcome the prospect actually wants — stated in their vocabulary, not yours.
+
+- Bad: "increase your ROI" (vague, corporate)
+- Good: "get 20 new clients a month without creating content" (specific, desired)
+
+### Unique Mechanism
+The "secret sauce" — the specific method that makes the result possible. Must be:
+1. **Believable** — aligns with what the prospect already suspects is true
+2. **Named** — has a memorable, curiosity-inducing name ("The 7-Minute Metabolic Reset")
+3. **Exclusive** — only available through this product/expert
+
+---
+
+## Pattern: Well-constructed One Beliefs
+
+### Example 1 — Health / Weight loss
+> "Activating your **dormant metabolic enzymes** (New Opportunity) is the key to **losing weight without dieting or exercising** (Primary Benefit), and this is only possible through the **Morning Kiwi Protocol** (Unique Mechanism)."
+
+**Why it works:**
+- "Dormant metabolic enzymes" sounds scientific enough to be believable
+- "Without dieting or exercising" is the dream outcome in the audience's words
+- "Morning Kiwi Protocol" is specific, curious, and named — forces them to watch to learn what it is
+
+### Example 2 — Business / Client acquisition
+> "Building an **automated demand engine** (New Opportunity) is the key to **getting 15+ qualified leads every week without posting on social media** (Primary Benefit), and this is only possible through the **Silent Funnel Method** (Unique Mechanism)."
+
+**Why it works:**
+- "Automated demand engine" replaces "cold outreach" (the old painful thing)
+- "Without posting on social media" directly addresses the audience's exhaustion
+- "Silent Funnel Method" creates curiosity — what makes it "silent"?
+
+### Example 3 — Education / Language learning
+> "Reprogramming your **auditory pattern recognition** (New Opportunity) is the key to **understanding native speakers in 90 days** (Primary Benefit), and this is only possible through the **Immersion Loop Technique** (Unique Mechanism)."
+
+**Why it works:**
+- "Auditory pattern recognition" sounds neuroscience-based (believable)
+- "Understanding native speakers in 90 days" is the specific dream
+- "Immersion Loop Technique" sounds systematic and learnable
+
+### Example 4 — Finance / Investing
+> "Using **asymmetric micro-positions** (New Opportunity) is the key to **consistent 3-5% monthly returns with controlled risk** (Primary Benefit), and this is only possible through the **3-Filter Portfolio System** (Unique Mechanism)."
+
+**Why it works:**
+- "Asymmetric micro-positions" sounds sophisticated but not intimidating
+- "3-5% monthly" is specific and believable (not "get rich quick")
+- "3-Filter" implies a clear, simple process
+
+### Example 5 — SaaS / Productivity
+> "Replacing your task list with a **decision pipeline** (New Opportunity) is the key to **finishing your real work in 4 focused hours** (Primary Benefit), and this is only possible through the **Priority Inversion Framework** (Unique Mechanism)."
+
+**Why it works:**
+- "Decision pipeline" reframes productivity as decision-making (novel angle)
+- "4 focused hours" is specific and appeals to the overworked audience
+- "Priority Inversion" is counter-intuitive — makes them want to know more
+
+### Example 6 — Real estate
+> "Targeting **pre-foreclosure micro-markets** (New Opportunity) is the key to **buying properties 40% below market without competing with other investors** (Primary Benefit), and this is only possible through the **County Signal System** (Unique Mechanism)."
+
+### Example 7 — Relationships / Dating
+> "Developing **emotional polarity** (New Opportunity) is the key to **attracting committed partners who pursue you** (Primary Benefit), and this is only possible through the **Mirror Protocol** (Unique Mechanism)."
+
+---
+
+## Anti-pattern: Broken One Beliefs
+
+### Anti-pattern 1 — No New Opportunity (just improving the old thing)
+> "Our course teaches you **better copywriting techniques** to **increase your sales**."
+
+**Why it fails:** "Better copywriting" is not a new opportunity — it's the same thing they've tried. No paradigm shift, no curiosity.
+
+### Anti-pattern 2 — No Unique Mechanism
+> "Intermittent fasting is the key to losing weight and you can do it with our app."
+
+**Why it fails:** Intermittent fasting is well-known — there's no unique mechanism. The prospect thinks "I can just Google this."
+
+### Anti-pattern 3 — Unbelievable mechanism
+> "Our quantum frequency alignment bracelet will cure all your diseases in 24 hours."
+
+**Why it fails:** The mechanism doesn't align with any logic the prospect already holds. Even low-sophistication audiences need internal logical consistency.
+
+### Anti-pattern 4 — Vague benefit
+> "Our method will transform your life and help you achieve your goals."
+
+**Why it fails:** No specific primary benefit. "Transform your life" means nothing — the prospect can't visualize the outcome.
+
+### Anti-pattern 5 — Feature-first (no belief structure)
+> "Our platform has AI-powered analytics, 50+ integrations, and real-time dashboards."
+
+**Why it fails:** Features are not a belief. The prospect doesn't know why they should care. There's no "key to [benefit]" structure — just a feature list.
+
+### Anti-pattern 6 — Multiple beliefs competing
+> "Our program teaches you copywriting, media buying, funnel building, and email marketing to grow your business."
+
+**Why it fails:** Four things competing for attention. One Belief means ONE. The prospect can't hold four beliefs simultaneously — they lose focus and leave.
+
+---
+
+## Calibration by market sophistication
+
+As markets become more skeptical, the One Belief must evolve:
+
+| Level | Audience state | One Belief strategy |
+|---|---|---|
+| 1 — Unaware | Doesn't know they have the problem | Lead with the problem discovery, then the belief |
+| 2 — Problem-aware | Knows the problem, hasn't tried solutions | Simple New Opportunity + clear mechanism |
+| 3 — Solution-aware | Has tried things that didn't work | Must invalidate previous solutions before introducing the new one |
+| 4 — Product-aware | Knows your type of product exists | Mechanism must be hyper-specific and unique — "why THIS method is different" |
+| 5 — Most sophisticated | Skeptical of everything | Lead with proof/results first, then reverse-engineer the belief |
+
+---
+
+## How to extract the One Belief from a project
+
+Ask these questions (in this order):
+
+1. What has the prospect already tried that didn't work? → This reveals the OLD opportunity to replace
+2. What does the prospect actually want? (outcome, not feature) → This is the Primary Benefit
+3. Why does THIS product/method work when others didn't? → This is the Unique Mechanism
+4. Can you name the mechanism something memorable? → The "chiclete" name
+
+If the user can't answer #3, the product doesn't have a clear mechanism yet — help them find one before writing copy.

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

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+---
+name: copy-patterns-reference
+description: Proven copy patterns — headline formulas, CTA patterns, social proof formats, section copy structures. Loaded by @copywriter when writing any marketing/sales page.
+---
+
+# Copy Patterns — What Works and Why
+
+## 1. Headline patterns
+
+### Pattern 1: Result + Timeframe + Objection Killer
+> "[Achieve specific result] in [timeframe] — even if [main objection]"
+
+**Examples:**
+- "Get 20 new clients in 30 days — even if you have zero followers and hate selling"
+- "Speak conversational Spanish in 90 days — even if you failed every language class in school"
+- "Build a 6-figure freelance business in 6 months — even if you've never had a single client"
+
+**Why it works:** Promises a specific outcome, sets a deadline (urgency + believability), and preemptively kills the #1 reason they'd scroll past.
+
+### Pattern 2: The Curious Discovery
+> "The [adjective] [thing] that [produces unexpected result]"
+
+**Examples:**
+- "The 30-second morning ritual that shrinks waist measurements in 14 days"
+- "The forgotten 1947 sales technique that outperforms modern AI copy 4:1"
+- "The single LinkedIn setting that 94% of professionals leave turned off — and it's costing them job offers"
+
+**Why it works:** Creates a curiosity gap. The reader must consume the content to satisfy the itch.
+
+### Pattern 3: Bold Claim + Proof Anchor
+> "[Bold promise]. [Specific proof point that makes it credible]."
+
+**Examples:**
+- "We helped 14,000 patients reverse metabolic syndrome. Without a single prescription."
+- "Our students have generated R$47M in combined revenue. Here's the system they all used."
+- "93% of our graduates get hired within 60 days. Here's why."
+
+**Why it works:** Bold claim alone = skepticism. Bold claim + specific number = curiosity + "maybe this is real."
+
+### Pattern 4: "How to" + Eliminate the Pain
+> "How to [desired result] without [painful thing they hate doing]"
+
+**Examples:**
+- "How to fill your calendar with qualified leads without cold calling, networking events, or posting daily content"
+- "How to lose 10 kg without giving up carbs, counting calories, or spending hours at the gym"
+- "How to launch a SaaS product without writing code, hiring developers, or spending 6 months building"
+
+### Pattern 5: The Question That Hits Home
+> "[Question that describes their exact situation]?"
+
+**Examples:**
+- "Still paying R$3,000/month for a marketing agency that can't explain where your leads come from?"
+- "Working 12-hour days and still can't afford to take a real vacation?"
+- "How many more diets will you start on Monday and quit by Wednesday?"
+
+**Why it works:** If the question describes their reality, they feel seen. Feeling seen = trust = continued reading.
+
+### Pattern 6: The New Category
+> "Introducing [New Category Name]: the [alternative] to [old way]"
+
+**Examples:**
+- "Introducing Metabolic Signaling: the alternative to calorie counting that actually lasts"
+- "Introducing Silent Funnels: client acquisition without content, cold outreach, or ads"
+- "Introducing Micro-SaaS Stacking: building income streams without raising capital or hiring teams"
+
+---
+
+## 2. Subheadline patterns
+
+The subheadline qualifies the headline — who it's for, how it works at surface level.
+
+**Pattern: For [audience] who [situation]**
+- "For coaches, consultants, and service providers who are tired of trading time for money"
+- "For women over 40 who've tried every diet and feel like their body has given up"
+
+**Pattern: The [method] that [differentiator]**
+- "The 21-day protocol used by 14,000 patients — now available for home use"
+- "The exact funnel template responsible for R$2.3M in revenue — no tech skills required"
+
+**Pattern: Without [pain] / No [requirement]**
+- "No gym membership. No meal prep. No willpower required."
+- "Without posting daily. Without cold DMs. Without hiring an agency."
+
+---
+
+## 3. Social proof patterns
+
+### The Specific Number Strip
+> "[Number] [people/companies] already [achieved result]"
+
+**Good:**
+- "14,237 professionals trained since 2019"
+- "R$47M in combined student revenue"
+- "4.9/5 average rating across 2,300 reviews"
+
+**Bad:**
+- "Thousands of satisfied customers" (vague)
+- "Trusted by many companies" (unmeasurable)
+
+### The Named Testimonial
+> "[Specific result] — [Name], [Role/Location]"
+
+**Good:**
+- "I went from 3 clients to 42 in 8 months — Fernanda Oliveira, Digital Strategist, São Paulo"
+- "Lost 12 kg in the first 21 days without changing what I eat — only when I eat — Carlos Mendes, 47, Engineer"
+
+**Bad:**
+- "Great product, loved it!" — J.S. (no specificity, initials only)
+- "Changed my life" — Anonymous (no detail, not credible)
+
+### The Logo Bar
+Show 5-8 client/media logos. If you don't have logos, use "As seen in" with publication names. If you don't have either, use specific numbers instead.
+
+### The Mini Case Study (3 lines)
+> **Before:** [situation before]
+> **After:** [situation after]
+> **Time:** [how long it took]
+
+**Example:**
+> **Before:** R$8,000/month, working 14-hour days, 3 clients
+> **After:** R$42,000/month, working 6 hours/day, 28 clients on autopilot
+> **Time:** 5 months with the Silent Funnel Blueprint
+
+---
+
+## 4. CTA (Call to Action) patterns
+
+### Benefit-framed (always preferred)
+- "Start My 21-Day Reset"
+- "Get My Free Analysis"
+- "Download the Blueprint"
+- "See My Personalized Plan"
+- "Start Getting Clients Today"
+
+### Anti-pattern CTAs (never use)
+- "Submit" — sounds like surrendering
+- "Buy Now" — focuses on the cost, not the benefit
+- "Click Here" — meaningless
+- "Learn More" — weak commitment, delays action
+- "Sign Up" — bureaucratic
+
+### CTA supporting copy (below the button)
+- "Join 14,237 professionals who already use this system"
+- "30-day money-back guarantee — zero risk"
+- "Takes 2 minutes. No credit card required."
+- "You can cancel anytime. No questions asked."
+
+---
+
+## 5. Section copy patterns
+
+### The "Why This Exists" section
+> "I created [Product] because [personal experience or observed problem].
+> After [working with X people / spending Y years], I saw the same pattern:
+> [The common mistake or gap].
+> [Product] fixes that — in [timeframe], not [longer alternative]."
+
+### The "How It Works" section (3 steps max)
+```
+Step 1: [Simple action] → [Immediate micro-result]
+Step 2: [Next action] → [Progress marker]
+Step 3: [Final action] → [The desired outcome]
+```
+
+**Example:**
+```
+Step 1: Take the 5-minute assessment → Get your personalized protocol
+Step 2: Follow the morning sequence for 21 days → Watch your markers change
+Step 3: Lock in maintenance mode → Keep your results permanently
+```
+
+**Anti-pattern:** More than 3 steps. If it looks complex, they won't start.
+
+### The "Who This Is For / Not For" section
+
+**Pattern:**
+```
+This is for you if:
+✓ [Qualifying statement that makes the ideal buyer feel seen]
+✓ [Another qualifier]
+✓ [Another qualifier]
+
+This is NOT for you if:
+✗ [Disqualifier that makes non-buyers self-select out]
+✗ [Disqualifier]
+```
+
+**Why it works:** Qualifying IN makes the right person feel like this was made for them. Qualifying OUT creates scarcity (not everyone can access this) and removes future complaints.
+
+### The FAQ section (objection handling)
+
+Every FAQ answer should follow: **Validate → Answer → Proof**
+
+**Example:**
+> **Q: "How is this different from other diet programs?"**
+> A: Fair question — you've probably tried programs that worked for 2 weeks and then stopped. The Morning Reset Protocol is different because it addresses the root cause (metabolic thermostat) instead of the symptom (calorie intake). That's why 78% of our participants maintain results after 12 months — not just the first 21 days.
+
+**Anti-pattern FAQ:**
+> **Q: "Is this good?"**
+> A: "Yes, it's great!" — Not a real objection, not a real answer.
+
+---
+
+## 6. Congruence rule
+
+**The landing page must be a direct continuation of the ad that brought the visitor.**
+
+| Element | Ad | Landing Page |
+|---|---|---|
+| Promise | Same primary promise | Same words, expanded |
+| Tone | Conversational, urgent, etc. | Must match exactly |
+| Visual | Color palette, imagery style | Same or very similar |
+| Hook | The curiosity element | Resolved (or deepened) on the page |
+| CTA | Implied action | Explicit button |
+
+**Why:** If the ad says "discover the morning ritual that burns fat" and the landing page says "Welcome to our health platform," the prospect feels bait-and-switched. Their guard goes UP, not down.
+
+**Implementation note for @copywriter:** If the user provides ad copy or context, extract the promise, tone, and hook — and ensure the landing page mirrors them. If no ad context is provided, note it in the copy document as `[Congruence note: no ad context provided — landing page copy is standalone. When ads are created, align them to this page's hero headline and tone.]`

package/template/.aioson/skills/marketing/references/pms-research.md

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+---
+name: pms-research-reference
+description: PMS (Problems, Myths, Dreams) research framework — structured audience intelligence before writing copy. Loaded by @copywriter during Phase 3 research.
+---
+
+# PMS Research — Problems, Myths/Lies, Dreams
+
+## What is PMS?
+
+PMS is the foundational audience research framework for direct response marketing. Before writing a single word of copy, map the prospect's:
+
+- **P — Problems (Problemas):** What frustrates them daily? What have they tried that failed?
+- **M — Myths & Lies (Mitos e Mentiras):** What do they believe that isn't true? What has the industry told them that keeps them stuck?
+- **S — Dreams (Sonhos):** What do they actually want? What does their ideal outcome look like in specific terms?
+
+Copy that mirrors PMS back to the prospect in their OWN vocabulary converts. Copy that uses marketing speak doesn't.
+
+---
+
+## Where to research PMS
+
+### Tier 1 — High-signal sources (use first)
+
+| Source | What to capture | How to search |
+|---|---|---|
+| **Amazon reviews** (books in the niche) | Exact phrases describing pain, disappointment, and transformation. 1-star reviews = problems. 5-star reviews = dreams. | Search Amazon for "[topic] book", read reviews of top 5 books |
+| **Reddit** | Anonymous, unfiltered language about real problems. Subreddits are niche-specific goldmines. | Search `site:reddit.com "[problem]"` or browse r/[niche] |
+| **YouTube comments** | What people say under popular videos about the topic — their questions reveal gaps, their complaints reveal objections. | Find top 5 videos on the topic, read top 50 comments each |
+| **Google autocomplete** | What real people are typing — reveals questions, comparisons, and pain language. | Type "[topic] why..." / "[topic] how to..." / "[topic] vs..." |
+
+### Tier 2 — Competitive intelligence
+
+| Source | What to capture |
+|---|---|
+| **Competitor sales pages** | What promises they make, what language they use, what objections they address |
+| **Competitor reviews/testimonials** | The words THEIR customers use to describe results |
+| **Facebook Groups** | Questions members ask = problems. Complaints = myths. Success posts = dreams. |
+| **Quora** | Longer-form problem descriptions with emotional context |
+
+### Tier 3 — Data validation
+
+| Source | What to capture |
+|---|---|
+| **Google Trends** | Is interest rising or falling? Seasonal patterns? |
+| **Industry reports / studies** | Specific numbers to anchor claims |
+| **Forum/community polls** | Quantified pain points |
+
+---
+
+## PMS mapping template
+
+After research, fill this structure:
+
+```markdown
+## PMS Map — [Audience / Niche]
+
+### P — Problems (what keeps them up at night)
+
+1. **[Problem in their words]**
+   - Frequency: how often mentioned across sources
+   - Emotional weight: frustration / shame / anger / fear
+   - Quote: "[exact quote from source]" — [source]
+
+2. **[Problem 2]**
+   - ...
+
+3. **[Problem 3]**
+   - ...
+
+### M — Myths & Lies (what they believe that isn't true)
+
+1. **"[Myth in their words]"**
+   - Why they believe it: [who told them / cultural context]
+   - The truth: [what's actually correct]
+   - Copy angle: how to address this without insulting them
+
+2. **"[Myth 2]"**
+   - ...
+
+### S — Dreams (what they actually want)
+
+1. **[Dream in their words]**
+   - Specificity: how concretely can they describe it?
+   - Emotional core: freedom / status / safety / belonging / health
+   - Quote: "[exact quote]" — [source]
+
+2. **[Dream 2]**
+   - ...
+
+### Vocabulary Bank
+Words and phrases the audience uses repeatedly:
+- "[phrase 1]"
+- "[phrase 2]"
+- "[phrase 3]"
+- ...
+
+### Primary Objections (derived from PMS)
+1. [Objection]: derived from [Problem/Myth]
+2. [Objection]: derived from [Problem/Myth]
+```
+
+---
+
+## Example: Complete PMS map — Weight loss niche
+
+### P — Problems
+
+1. **"I lose 5 kg and then gain 7 back"**
+   - Frequency: mentioned in 80%+ of diet book reviews
+   - Emotional weight: shame + frustration
+   - Quote: "Every January I start a new diet. By March I've gained everything back plus more. I'm tired of the cycle." — Amazon review, The Obesity Code
+
+2. **"I don't have time to cook special meals"**
+   - Frequency: top 3 complaint in fitness subreddits
+   - Emotional weight: guilt (they feel they "should" have time)
+   - Quote: "I work 10 hours, have 2 kids. When am I supposed to meal prep for 3 hours on Sunday?" — r/loseit
+
+3. **"I've spent thousands on nutritionists and nothing sticks"**
+   - Frequency: common in 2-3 star Amazon reviews
+   - Emotional weight: anger at the industry + hopelessness
+   - Quote: "R$350 per session, 6 months, and I'm exactly where I started. Expensive failure." — Google review of nutrition clinic
+
+### M — Myths & Lies
+
+1. **"Calories in, calories out is all that matters"**
+   - Why they believe it: every doctor, trainer, and magazine says it
+   - The truth: hormonal and metabolic factors (insulin, cortisol, thyroid) play a dominant role
+   - Copy angle: "Your doctor meant well — but the calorie model was debunked by [study]"
+
+2. **"You need to exercise more to lose weight"**
+   - Why they believe it: fitness industry profits from this belief
+   - The truth: exercise is excellent for health but accounts for only 10-15% of caloric expenditure
+   - Copy angle: "What if the gym was the wrong battle?" (challenge without shaming)
+
+3. **"Eating fat makes you fat"**
+   - Why they believe it: 1990s nutritional guidelines, still culturally embedded
+   - The truth: healthy fats are essential for metabolic function; sugar is the bigger driver
+   - Copy angle: "The 1992 food pyramid was based on politics, not science"
+
+### S — Dreams
+
+1. **"I want to eat without guilt"**
+   - Specificity: very concrete — they imagine a dinner where they enjoy food without counting
+   - Emotional core: freedom
+   - Quote: "I just want to sit at a restaurant with my husband and order what I actually want without calculating macros in my head." — Reddit
+
+2. **"I want to look good in photos again"**
+   - Specificity: tied to a specific event or situation (beach, wedding, reunion)
+   - Emotional core: belonging / status
+   - Quote: "My daughter's wedding is in 6 months. I don't want to hate every photo." — Facebook group
+
+3. **"I want energy to play with my kids"**
+   - Specificity: physical activity with children, keeping up
+   - Emotional core: love / fear of missing out on family life
+   - Quote: "My 6-year-old asked me to run with him and I couldn't keep up for 2 minutes. That was my wake-up call." — YouTube comment
+
+### Vocabulary Bank
+- "yo-yo dieting"
+- "nothing works for me"
+- "slow metabolism"
+- "food guilt"
+- "cheat day"
+- "I've tried everything"
+- "my body fights against me"
+- "I just want to feel normal"
+- "tired of the cycle"
+
+### Primary Objections
+1. "I've tried everything and nothing works" → derived from Problem 1
+2. "I don't have time for this" → derived from Problem 2
+3. "How is this different from the last thing I tried?" → derived from Problem 3 + Myth 1
+
+---
+
+## How PMS maps to the 5 Acts
+
+| PMS element | Where it appears in the 5 Acts |
+|---|---|
+| Problems | Act 1 (Lead hook — name their pain), Act 3 (Mechanism — why they failed) |
+| Myths | Act 3 (Mechanism — invalidate the old belief), Act 5 (FAQ — handle objections) |
+| Dreams | Act 1 (Lead — promise the dream), Act 4 (Offer — the product delivers the dream), Act 5 (Two Paths — visualize the dream vs. staying stuck) |
+| Vocabulary | Everywhere — use their exact words, not marketing speak |
+
+---
+
+## PMS research rules
+
+1. **Spend 30-60 minutes max** on PMS research. Depth comes from quality of sources, not quantity.
+2. **Capture exact quotes** — verbatim language is gold. Paraphrasing dilutes the power.
+3. **3 problems, 3 myths, 3 dreams minimum** — if you can't find 3 of each, the niche research isn't deep enough.
+4. **Prioritize by emotional weight** — the problem that causes the most shame/frustration is usually the best lead hook.
+5. **Save to `researchs/{slug}/pms-map-{date}.md`** for reuse by other agents.
+6. **If web search is unavailable:** use LLM knowledge to construct a provisional PMS map. Mark it as `[inferred — not validated]` and recommend the user validate with real audience data.