@jaimevalasek/aioson 1.7.2 → 1.9.0

package/template/.aioson/docs/ux-ui/research-mode.md

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+---
+description: "UI/UX research mode — visual benchmarking, domain patterns, anti-patterns, and directional hypotheses before design work begins."
+---
+
+# UX/UI Research Mode
+
+Activate via `@ux-ui research`.
+
+## Step 1 — Gather context
+
+Read all available artifacts:
+- `project.context.md`
+- `prd.md`
+- `discovery.md`
+- `architecture.md`
+
+## Step 2 — Visual benchmarking
+
+For the product domain, document:
+
+1. **3–5 reference products** — what works, what does not, and one detail worth borrowing
+2. **Visual patterns** — recurring layouts, interaction styles, or UI structures in the domain
+3. **Anti-patterns** — common UI mistakes in the domain to avoid
+4. **User expectations** — what the audience already understands visually
+
+## Step 3 — Directional hypotheses
+
+Propose 2–3 design directions. For each one include:
+- direction name
+- rationale
+- mood description
+- color palette sketch with 3–5 colors
+- typography suggestion
+- risk: what could go wrong with this direction
+
+## Output
+
+- write to `.aioson/context/ui-research.md`
+- the default creation flow may consume this artifact when choosing direction

package/template/.aioson/docs/ux-ui/site-delivery.md

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+---
+description: "UI/UX site delivery — landing-page composition rules, hero law, motion standards, copy expectations, CSS techniques, and final HTML structure."
+---
+
+# UX/UI Site Delivery
+
+Use this module when `project_type=site` or the requested deliverable is full-page HTML.
+
+## Landing page mode
+
+Activate this mode after the design direction is chosen.
+
+## Hero law
+
+The hero is never a grid of cards or a list of steps.
+
+The hero is:
+- full viewport
+- animated background mesh or full-bleed photo
+- one large headline
+- 1–2 supporting lines
+- two buttons
+- optional social-proof strip
+
+Card grids, numbered steps, and feature lists belong below the hero.
+
+## Direction-specific motion
+
+### Bold & Cinematic
+
+Apply all three:
+
+1. animated mesh background
+2. animated gradient text on the key headline phrase
+3. 3D card tilt on hover for non-touch devices with `prefers-reduced-motion` fallback
+
+### Clean & Luminous
+
+Apply:
+
+1. card lift using shadow
+2. subtle hover scale
+3. restrained entrance motion rather than tilt
+
+## Content crafting
+
+Write real content from the project description. No placeholders.
+
+### Hero
+- headline: 6–10 words, action-oriented
+- sub-headline: 1–2 sentences expanding the value proposition
+- primary CTA: specific verb
+- secondary CTA: lower commitment
+
+### Feature or benefit sections
+- icon
+- short title
+- 2–3 sentence description
+- outcome-focused copy, not feature-dump language
+
+### Social proof
+- testimonial with quote, name, role, company
+- or a lightweight "used by teams at..." strip when evidence is limited
+
+### Final CTA
+- repeat the primary CTA with urgency or benefit reminder
+- remove competing actions
+
+## Image sourcing
+
+Provide usable Unsplash URLs in the format:
+
+`https://images.unsplash.com/photo-{id}?w=1920&q=80&fit=crop`
+
+Infer the domain and propose:
+- the specific search query
+- 2–3 suggested image IDs
+
+## Modern CSS arsenal
+
+The output HTML/CSS should use these techniques where appropriate:
+
+### Always
+
+```css
+:root {
+  --color-bg: hsl(...);
+  --color-text: hsl(...);
+  --color-accent: hsl(...);
+  --font-display: 'Font Name', sans-serif;
+  --font-body: 'Font Name', sans-serif;
+  --radius: Xpx;
+  --section-padding: Xpx;
+}
+
+* { box-sizing: border-box; margin: 0; }
+img { max-width: 100%; display: block; object-fit: cover; }
+```
+
+### Bold & Cinematic examples
+
+```css
+.hero-overlay {
+  background: linear-gradient(135deg,
+    hsla(240, 50%, 8%, 0.92) 0%,
+    hsla(270, 60%, 20%, 0.7) 60%,
+    hsla(300, 40%, 10%, 0.4) 100%
+  );
+}
+
+.header-glass {
+  backdrop-filter: blur(20px) saturate(180%);
+  background: hsla(240, 15%, 8%, 0.7);
+  border-bottom: 1px solid hsla(255, 100%, 90%, 0.08);
+}
+
+@keyframes fadeUp {
+  from { opacity: 0; transform: translateY(32px); }
+  to { opacity: 1; transform: translateY(0); }
+}
+```
+
+### Clean & Luminous examples
+
+```css
+.card {
+  background: white;
+  border: 1px solid hsl(220, 15%, 92%);
+  border-radius: var(--radius);
+  box-shadow: 0 1px 3px hsla(220, 30%, 10%, 0.06),
+              0 8px 24px hsla(220, 30%, 10%, 0.04);
+}
+
+.section-title::after {
+  content: '';
+  display: block;
+  width: 48px;
+  height: 3px;
+  background: var(--color-accent);
+  border-radius: 2px;
+  margin-top: 12px;
+}
+```
+
+## HTML structure
+
+Produce a complete `index.html` in the project root with:
+- `<head>` including fonts and CSS
+- sticky `<header>` with logo, nav, and CTA
+- full-viewport hero
+- three feature or benefit sections
+- social proof section
+- final CTA section
+- minimal footer
+- responsive CSS with a mobile-first breakpoint strategy
+- `@media (prefers-reduced-motion: reduce)` fallback

package/template/.aioson/docs/ux-ui/token-contract.md

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+---
+description: "UI/UX token contract mode — extraction and normalization of design tokens for colors, spacing, typography, and semantic ownership."
+---
+
+# UX/UI Token Contract
+
+Activate via `@ux-ui tokens`.
+
+## When to use
+
+- when the project needs a shared token system between design and code
+- when multiple developers or squads will implement UI from the same spec
+- when migrating from hardcoded values to a token-based system
+
+## Step 1 — Analyze current state
+
+- if UI code exists, extract hardcoded colors, spacing, radius, shadows, and typography
+- if `ui-spec.md` exists, extract the token block
+- if `design_skill` is set, load the skill token definitions as the source of truth
+
+## Step 2 — Build the contract
+
+Use this structure:
+
+```markdown
+## Token Contract — [Project Name]
+
+### Primitive tokens
+| Token | Value | Usage |
+|---|---|---|
+| `--color-slate-50` | `hsl(210, 40%, 98%)` | lightest background |
+
+### Semantic tokens
+| Token | Light value | Dark value | Usage |
+|---|---|---|---|
+| `--color-bg-primary` | `var(--color-slate-50)` | `var(--color-slate-900)` | main background |
+
+### Spacing scale
+| Token | Value |
+|---|---|
+| `--space-1` | `4px` |
+
+### Typography scale
+| Token | Size | Weight | Line-height | Usage |
+|---|---|---|---|---|
+| `--text-xs` | `12px` | `400` | `1.5` | captions |
+
+### Token ownership
+- `:root` → primitives + light-mode semantics
+- `[data-theme="dark"]` → dark-mode semantic overrides
+- component level → component-specific tokens only
+```
+
+## Output
+
+- write to `.aioson/context/ui-tokens.md`
+- if `ui-spec.md` exists, update its token block to reference `ui-tokens.md` as the source of truth

package/template/.aioson/genomes/INDEX.md

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+---
+description: Index of all installed genomes in this project. Auto-discoverable by @genome, @copywriter, @squad, and other agents that consume genomes. Update whenever genomes are added or removed.
+last_updated: 2026-05-08
+total_genomes: 9
+modular_genomes: 9
+advisor_ready_genomes: 3
+---
+
+# Genome Index
+
+Discovery file for installed genomes. Each entry includes the slug, type, language, fidelity, and one-line descriptor for routing decisions.
+
+## Foundational
+
+| Genome | Type | Lang | Fidelity | Track | Descriptor |
+|--------|------|------|----------|-------|------------|
+| `copywriting/` 📁 | foundational | en | 0.80 | **4.2 modular** | Foundational copywriting genome — One Belief, 5 Acts baseline, PMS framework. Loaded by @copywriter as base layer always. *Track 4.2 migration 2026-05-08 — folder + SKILL.md + manifest.json + 11 references (methodology + meta-axioms + decision-weights + heuristics + 6 frameworks + application-notes). No advisor mode (foundational principles, not a person).* |
+
+## Master Copywriters — Universal (US)
+
+| Genome | Type | Lang | Fidelity | Track | Descriptor |
+|--------|------|------|----------|-------|------------|
+| `copywriting-schwartz/` 📁 | function | en | **0.85** | **4.2 modular** | Foundational theory (1960s) — 5 Awareness Levels + 5 Sophistication Stages + Mass Desire principle. Use as base layer with any applied master. *Track 4.2 migration 2026-05-08 — folder + SKILL.md + manifest.json + 8 references (methodology + decision-weights + meta-axioms + 3 frameworks + evidence-and-attribution + application-notes). No advisor mode (function genome).* |
+| `copywriting-halbert/` 📁 | function | en | 0.80 | **4.2 modular** | Direct mail master (1980s) — Starving Crowd + A-Pile/B-Pile + Market First + long-form sales letters. *Track 4.2 migration 2026-05-08 — folder + SKILL.md + manifest.json + 10 references (methodology + decision-weights + meta-axioms + 5 frameworks + evidence-and-attribution + application-notes). No advisor mode (function genome).* |
+| `copywriting-kennedy/` 📁 | function | en | 0.80 | **4.2 modular** | "No B.S." magnetic marketing — 10 Rules + Magnetic Marketing Triangle + premium positioning. *Track 4.2 migration 2026-05-08 — folder + SKILL.md + manifest.json + 10 references (methodology + decision-weights + meta-axioms + 5 frameworks + evidence-and-attribution + application-notes). No advisor mode (function genome).* |
+| `copywriting-brunson/` 📁 | function | en | 0.75 | **4.2 modular** | Funnel/storytelling school — Origin Story + Perfect Webinar + stack de valor + community/movement. *Track 4.2 migration 2026-05-08 — folder + SKILL.md + manifest.json + 11 references (methodology + decision-weights + meta-axioms + 6 frameworks + evidence-and-attribution + application-notes). No advisor mode (function genome).* |
+| `copywriting-georgi/` 📁 | function | en | 0.75 | **4.2 modular** | RMBC method — Research → Mechanism → Brief → Copy + big idea + 7-act sales letter. *Track 4.2 migration 2026-05-08 — folder + SKILL.md + manifest.json + 11 references (methodology + decision-weights + meta-axioms + 6 frameworks + evidence-and-attribution + application-notes). No advisor mode (function genome).* |
+
+## Master Copywriters — Brazilian (pt-BR voice preserved)
+
+| Genome | Type | Lang | Fidelity | Track | School | Descriptor |
+|--------|------|------|----------|-------|--------|------------|
+| `copywriting-ladeira/` 📁🎙️ | persona | pt-BR | **0.85** | **4.2 modular + advisor-ready** | Mainstream | VTSD + Light Copy 3 Cs + Marketing de Premissas + KSTK + Stories 10x. Multi-canal. Irreverente, acessível. Para BR mainstream. *Track 4.2 migration 2026-05-08 — folder structure with SKILL.md + manifest.json + 15 references (consultation-playbook + voice-dna + decision-weights + meta-axioms + identity-core + biographical + 6 frameworks + 3 case studies). **Advisor-ready** — invoke directly via `@genome consulta ladeira`. Fidelity preserved at 0.85 honestly (no new evidence in this round; primary podcast/course transcripts would be required for higher).* |
+| `copywriting-icaro-de-carvalho/` 📁🎙️ | persona | pt-BR | **0.85** | **4.2 modular + advisor-ready** | Confessional-intelectual | Contraste 3 camadas + Vulnerabilidade Calculada + 5-Act Confessional Argumentation + 20/80 Storytelling + Polarização Estratégica + O Novo Mercado Pipeline. Para BR intelectual/premium. *Track 4.2 migration 2026-05-08 — folder structure with SKILL.md + manifest.json + 15 references (consultation-playbook + voice-dna + decision-weights + meta-axioms + identity-core + biographical + 6 frameworks + 3 case studies). **Advisor-ready** — invoke directly via `@genome consulta icaro`. R$272M+ verified, TED Talk + Medium quotes verified. Fidelity preserved at 0.85 honestly (book content + TEDx transcript + podcast transcripts not yet ingested).* |
+| `copywriting-diogo-gomes/` 📁🎙️🧬 | persona | pt-BR | **0.91** | **4.3 cognitive pipeline + advisor-ready** | Periferia | Validated recombination + mapa do tesouro + 4 lead variations. Para BR periferia/aspiracional massivo. *Track 4.3 pilot 2026-05-08 — folder structure with SKILL.md + manifest.json + 18 references (~3300 lines total). Full clone-mind 9-layer cognitive pipeline: viability-assessment (L1), voice-dna (L3), behavioral-patterns (L4a), decision-weights (L4b), cognitive-architecture (L5), identity-core (L6), latticework (L7), meta-axioms+consultation-playbook (L8), quality-report (L9). Per-claim source_ids on top 30+ claims. 7 quality sub-scores (weighted 0.91). **Advisor-ready** — invoke directly via `@genome consulta diogo-gomes`. system-prompt.md exportable on demand.* |
+
+## Selection guide
+
+### By audience
+
+| Audience | Recommended genome(s) |
+|----------|----------------------|
+| US/EN-speaking general | Brunson, Georgi, Kennedy (pick by domain) |
+| US/EN classical direct mail | Halbert |
+| Foundational diagnosis (any audience) | Schwartz (combine with applied) |
+| BR mainstream (B/C massivo) | Ladeira |
+| BR intellectual/premium (B+) | Ícaro de Carvalho |
+| BR periphery/aspirational (C/D/E) | Diogo Gomes |
+
+### By output type
+
+| Output | Recommended genome(s) |
+|--------|----------------------|
+| VSL (English) | Georgi + Schwartz base |
+| VSL (Brazilian) | Diogo Gomes + Schwartz base |
+| Sales letter long-form | Halbert + Schwartz base |
+| Course launch sequence | Brunson + Schwartz base |
+| Premium positioning | Kennedy + Schwartz base |
+| BR Instagram daily content | Ladeira |
+| BR autoral thought leadership | Ícaro de Carvalho |
+| BR aggressive direct response | Diogo Gomes |
+
+### Combination rules
+
+- **Schwartz + 1 applied master:** ✅ permitted (Schwartz is foundational layer)
+- **2+ applied masters in same piece:** ❌ forbidden (philosophies conflict)
+- **Different masters in different pieces of same project:** ✅ permitted (with explicit hierarchy)
+
+### Compatibility matrix (relations declared in genomes)
+
+```
+schwartz ──┬── complementa ── halbert
+           ├── complementa ── kennedy
+           ├── complementa ── brunson
+           ├── complementa ── georgi
+           └── complementa ── icaro-de-carvalho
+
+halbert ───── complementa ── kennedy
+brunson ───── complementa ── kennedy
+
+ladeira ───── complementa ── diogo-gomes
+ladeira ───── complementa ── kennedy
+icaro ─────── complementa ── ladeira
+icaro ─────── complementa ── diogo-gomes
+icaro ─────── complementa ── kennedy
+diogo ─────── complementa ── brunson
+diogo ─────── sobrepõe ──── georgi
+```
+
+## Statistics
+
+- **Total genomes:** 9 (1 foundational + 8 masters)
+- **Universal/EN masters:** 5 (Schwartz, Halbert, Kennedy, Brunson, Georgi)
+- **Brazilian/pt-BR masters:** 3 (Ladeira mainstream, Ícaro intellectual, Diogo periphery)
+- **Track 4.1 fields adopted:** all 8 masters (`fidelity_score`, Decision Weights, Meta-Axioms; persona genomes additionally have DNA split + anchor_prompt + relations)
+- **Track 4.2 modular:** 8 (foundational + Schwartz + Halbert + Kennedy + Brunson + Georgi + Ladeira + Ícaro de Carvalho — all migrated 2026-05-08)
+- **Track 4.3 cognitive pipeline:** 1 (Diogo Gomes — clone-mind integrated, 9 layers complete)
+- **Advisor-ready (direct invocation):** 3 (Ladeira + Ícaro + Diogo Gomes — all 3 BR personas)
+- **Single-file legacy:** 0 — all 9 genomes now in folder format
+- **Total content:** ~700 lines (foundational) + ~1500 lines × 5 function masters + ~700 (Ladeira) + ~1100 (Ícaro) + ~3300 (Diogo Track 4.3) ≈ 13,300+ lines across modular folder format
+
+## Advisor mode — direct invocation
+
+Genomes flagged `advisor_ready: true` can be invoked directly by the user via `@genome` for one-on-one consultation. The genome responds AS the persona (first-person, in-voice), not as `@genome` describing the persona.
+
+**Invocation patterns:**
+- `@genome consulta {slug}` (e.g., `@genome consulta diogo-gomes`)
+- `@genome chama o {nickname}` (e.g., `@genome chama o diogo`)
+- `@genome — pergunta pro {persona}: [question]`
+- `@genome me ajuda com [task] usando {slug}`
+
+**Currently advisor-ready genomes:**
+
+| Genome | Voice language | Best for consultation about |
+|--------|----------------|------------------------------|
+| `copywriting-ladeira` 🎙️ | pt-BR | VTSD architecture, perpetual sales, Light Copy 3 Cs, Marketing de Premissas, multi-channel BR mainstream copy strategy, mindset coaching, Stories 10x cadence, perpetual + launch complementarity |
+| `copywriting-icaro-de-carvalho` 🎙️ | pt-BR | Autoral positioning, polarization strategy (substance test), calculated vulnerability, 5-act confessional argumentation, contraste 3 camadas, 20/80 storytelling, authority through transformation, building autoral education business |
+| `copywriting-diogo-gomes` 🎙️ | pt-BR | Direct response BR/US, VSL strategy, validated recombination, lead generation, mecanismo combo, briefing |
+
+**Requirements for advisor-ready** (validated by `@genome` Advisor-Ready Checklist):
+- Track 4.2 modular format (folder)
+- `consultation-playbook.md` reference present
+- `voice-dna.md` with vocabulary + signature phrases
+- `fidelity_score ≥ 0.70`
+- `not_for` list ≥ 3 items in manifest.json
+- ≥ 1 case study reference
+
+To make an existing genome advisor-ready: ask `@genome` to upgrade it. To enrich an advisor-ready genome with new material: use natural language ("@genome enrich {slug} — tem mais conteúdo aqui").
+
+## Maintenance
+
+When adding a new genome:
+
+**Single-file format (Track 2.0/3.0/4.1 — for shallow or function genomes):**
+1. Create `{slug}.md` and `{slug}.meta.json` in this directory
+2. Update this `INDEX.md` with the new entry
+3. Declare `relations` in the new genome's frontmatter and meta.json
+4. Sync to `template/.aioson/genomes/` so new projects also get it
+
+**Modular folder format (Track 4.2 — for deep persona genomes):**
+1. Create `{slug}/` folder with:
+   - `SKILL.md` — lightweight manifest (~80-150 lines) with `references:` array in frontmatter
+   - `manifest.json` — extended metadata
+   - `references/` — subfolder with detail files; can have nested folders (e.g., `frameworks/`, `case-studies/`)
+2. Update this `INDEX.md` with the new entry — use 📁 marker to indicate modular
+3. Declare `relations` in `SKILL.md` frontmatter and `manifest.json`
+4. Sync the entire folder to `template/.aioson/genomes/`
+
+**Cognitive pipeline format (Track 4.3 — for deep persona genomes with full rigor):**
+1. Track 4.2 folder structure PLUS additional references for the 9-layer pipeline:
+   - `references/viability-assessment.md` (L1)
+   - `references/behavioral-patterns.md` (L4a)
+   - `references/cognitive-architecture.md` (L5)
+   - `references/latticework.md` (L7)
+   - `references/quality-report.md` (L9)
+2. `manifest.json` extended with: `viability_score`, `pipeline_state`, `quality_report` (7 sub-scores), `sources` array (objects with id/authenticity/reliability), `ethics_mode`
+3. Per-claim `source_ids` + `confidence` on top 20-30 most identity-defining claims (signature phrases, decision weights, axioms, values)
+4. Update this `INDEX.md` with 🧬 marker to indicate cognitive pipeline
+5. Optional: `implementation/system-prompt.md` generated on demand via `@genome export {slug} --as=system-prompt`
+6. Sync the entire folder to `template/.aioson/genomes/`
+
+When removing a genome:
+1. Remove `.md` and `.meta.json` files (single-file) OR remove the entire `{slug}/` folder (modular)
+2. Update this `INDEX.md`
+3. Update `relations` in OTHER genomes that referenced the removed one
+4. Sync removal to template
+
+When upgrading single-file to Track 4.2 modular:
+1. See `@genome` agent's "Migration from single-file to Track 4.2" section for the procedure
+2. Decompose sections into appropriate references
+3. Generate new `SKILL.md` and `manifest.json`
+4. Remove the old single file (avoid ambiguity)
+5. Update INDEX, sync template
+
+## Format mix tolerance
+
+Library is now uniformly modular. Agents resolve format automatically:
+1. If `.aioson/genomes/{slug}/SKILL.md` exists → modular (Track 4.2)
+2. Else if `.aioson/genomes/{slug}.md` exists → single-file (Track 2.0/3.0/4.1) — legacy compatibility, but no genomes use this anymore
+3. Else → genome not installed
+
+**Track 4.2/4.3 modular:** all 9 genomes are in folder format. Foundational + 5 function masters (Schwartz, Halbert, Kennedy, Brunson, Georgi) + Ícaro + Ladeira on Track 4.2. Diogo Gomes on Track 4.3 (cognitive pipeline pilot).
+
+## Future expansion candidates
+
+Genomes considered but not yet created:
+
+- **Erico Rocha** (BR launch master — Fórmula de Lançamento) — could add to fill "launch specialist BR" niche
+- **Pedro Sobral** (BR direct response, paid traffic specialist) — could add to fill "performance marketing BR" niche
+- **Vitor Peçanha** (BR content marketing — Rock Content founder) — different domain (content marketing, not direct response)
+- **Drayton Bird** (UK direct response, Halbert protégé) — could add to UK perspective
+- **John Carlton** (US direct response, "Simple Writing System") — could add to US classical lineage
+- **David Ogilvy** (US classic advertising, "Confessions of an Advertising Man") — would add brand-focused perspective, distinct from direct response
+
+These are not currently installed. Generate via `@genome` or full profiler pipeline (`@profiler-researcher` → `@profiler-enricher` → `@profiler-forge`).

package/template/.aioson/genomes/copywriting/SKILL.md

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+---
+name: copywriting
+genome: copywriting
+domain: copywriting (foundational direct response baseline)
+type: function
+language: en
+depth: standard
+version: 2
+format: genome-v4-modular
+track: "4.2"
+evidence_mode: hybrid
+generated: 2026-05-08
+last_updated: 2026-05-08
+fidelity_score: 0.80
+confidence: high
+advisor_ready: false
+description: Foundational direct response copywriting genome — One Belief, 5 Acts, PMS, awareness spectrum. Niche-agnostic baseline always loaded by @copywriter as base layer.
+references:
+  - id: methodology
+    file: references/methodology.md
+    when: "Need overall foundational copywriting method shape (One Belief + 5 Acts + PMS + Awareness Spectrum)"
+    load_priority: high
+  - id: meta-axioms
+    file: references/meta-axioms.md
+    when: "Need the 6 foundational philosophies of direct response copywriting"
+    load_priority: medium
+  - id: decision-weights
+    file: references/decision-weights.md
+    when: "Resolving copy trade-offs against direct response dogma"
+    load_priority: high
+  - id: heuristics
+    file: references/heuristics.md
+    when: "Quick decision rules during copy production (10 H rules)"
+    load_priority: high
+  - id: frameworks-one-belief
+    file: references/frameworks/one-belief.md
+    when: "Establishing the one central belief that organizes the entire piece"
+    load_priority: high
+  - id: frameworks-5-act-narrative
+    file: references/frameworks/5-act-narrative.md
+    when: "Structuring sales pages, VSLs, or long-form copy with dramatic 5-act arc"
+    load_priority: high
+  - id: frameworks-pms-research
+    file: references/frameworks/pms-research.md
+    when: "Audience research before writing (Problems / Myths / Dreams mapping)"
+    load_priority: high
+  - id: frameworks-classical-formulas
+    file: references/frameworks/classical-formulas.md
+    when: "Applying AIDA / PAS / BAB based on content type and length"
+    load_priority: medium
+  - id: frameworks-two-paths-close
+    file: references/frameworks/two-paths-close.md
+    when: "Close technique for Act 5 — emotional urgency through stay-vs-change framing"
+    load_priority: medium
+  - id: frameworks-offer-stack
+    file: references/frameworks/offer-stack.md
+    when: "Building irresistible offer with value anchoring, stacking, bonuses, guarantee"
+    load_priority: high
+  - id: application-notes
+    file: references/application-notes.md
+    when: "Loading .aioson/skills/marketing/ references on demand; combining with applied master genomes"
+    load_priority: medium
+relations: []
+tags:
+  - copywriting
+  - direct-response
+  - foundational
+  - one-belief
+  - 5-acts
+  - pms
+  - awareness-spectrum
+  - track-4.2-modular
+---
+
+# Genome: Copywriting (Direct Response — Foundational Baseline)
+
+## Identity (in plain English)
+
+This genome encodes the **thinking patterns** of direct response copywriting — the discipline of writing words that produce **measurable action**. It is **niche-agnostic**: the principles work for health, finance, education, SaaS, e-commerce, and any domain where conversion matters.
+
+This is the **foundational layer** loaded by `@copywriter` as the always-present base. Master genomes (Schwartz, Halbert, Kennedy, Brunson, Georgi, Ladeira, Ícaro, Diogo Gomes) build on this base — they don't replace it.
+
+## Reference loading map
+
+| Reference | Load when |
+|-----------|-----------|
+| **methodology** | Overall foundational method shape |
+| **meta-axioms** | Foundational philosophies |
+| **decision-weights** | Resolving trade-offs |
+| **heuristics** | Quick decision rules during copy production |
+| **frameworks/one-belief** | Establishing central belief |
+| **frameworks/5-act-narrative** | Structuring long-form copy |
+| **frameworks/pms-research** | Audience research before writing |
+| **frameworks/classical-formulas** | AIDA / PAS / BAB based on context |
+| **frameworks/two-paths-close** | Close technique for Act 5 |
+| **frameworks/offer-stack** | Irresistible offer construction |
+| **application-notes** | Loading .aioson/skills/marketing/ references; combining with applied masters |
+
+## Core principles (always loaded)
+
+The 6 foundational philosophies of direct response copywriting:
+
+1. **Copy is salesmanship in print.** Every sentence must advance the sale or be cut.
+2. **The prospect is the hero, not the product.** Product is a vehicle; prospect is the protagonist.
+3. **Nothing is created, everything is modeled.** Original copy comes from structured research, not imagination.
+4. **There is no long copy, only boring copy.** Length doesn't kill conversion — boredom does.
+5. **The market dictates the message.** You don't choose what to say — the market does.
+6. **Data beats opinion.** Conversion data is the only judge.
+
+## Skills exposed
+
+- SKILL: `pms-mapping` — research Problems, Myths, Dreams in audience vocabulary
+- SKILL: `one-belief-construction` — establish the single central belief that organizes the piece
+- SKILL: `5-act-structure` — apply dramatic narrative arc to sales content
+- SKILL: `awareness-mapping` — diagnose cold/warm/hot traffic + Schwartz sophistication
+- SKILL: `headline-craft` — 80% of page performance lives in the headline
+- SKILL: `objection-handling` — surface and address every reason to say no
+
+## What this genome does NOT cover
+
+- **Brand-specific voice** — use a `brand-voice-{slug}.md` genome for client-specific tone
+- **Persona-specific style** — use persona genomes (Ladeira, Ícaro, Diogo Gomes) for voice
+- **Master-specific method depth** — use master genomes (Schwartz, Halbert, Kennedy, Brunson, Georgi) for school-specific frameworks
+- **Visual design** — `@ux-ui` handles visual implementation
+- **SEO/technical** — `landing-page-forge.md` skill handles technical production
+
+## Continuation handoff
+
+| Next agent / genome | When |
+|---------------------|------|
+| **Always paired with at least one master genome** | This is the base layer; master adds school-specific depth |
+| `copywriting-schwartz` | Foundational theory (Awareness Levels + Sophistication) — almost always paired |
+| `copywriting-halbert` / `copywriting-kennedy` | US classical direct response execution |
+| `copywriting-brunson` / `copywriting-georgi` | Modern course launches / long-form VSLs |
+| `copywriting-ladeira` / `copywriting-icaro-de-carvalho` / `copywriting-diogo-gomes` | BR direct response by school |
+
+`@copywriter` typically loads this genome AND ONE applied master per piece.