@jaimevalasek/aioson 1.7.2 → 1.9.0

package/template/.aioson/genomes/copywriting/references/frameworks/two-paths-close.md

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+---
+genome: copywriting
+reference: frameworks-two-paths-close
+load_priority: medium
+---
+
+# The Two Paths Close Technique
+
+Foundational close technique for Act 5. Creates **emotional urgency** through stay-vs-change framing, **without manufactured scarcity**.
+
+## The principle
+
+The reader is at a decision point. Present TWO futures:
+
+### Path 1 — Stay the same
+Paint the **pain of inaction** with specific consequences.
+
+What happens if they:
+- Continue with their current approach
+- Don't take action
+- Stay where they are
+- Choose comfort over change
+
+The Path 1 must be SPECIFIC and visualizable. Generic "you'll regret it" doesn't land.
+
+### Path 2 — Take the new opportunity
+Paint the **dream outcome** with specific details.
+
+What happens if they:
+- Try the new opportunity
+- Take action today
+- Embrace the change
+- Choose the future they want
+
+The Path 2 must also be SPECIFIC and visualizable. Generic "you'll succeed" doesn't land.
+
+## Why Two Paths beats manufactured scarcity
+
+| Two Paths (emotional urgency) | Manufactured scarcity (manipulated urgency) |
+|-------------------------------|---------------------------------------------|
+| Real (their two real futures) | Fake (invented countdown timers) |
+| Trust-preserving | Trust-eroding |
+| Long-term sustainable | Short-term tactic that destroys repeat conversion |
+| Audience accepts as honest | Audience pattern-matches as manipulation |
+| Works in regulated industries | Often violates compliance |
+
+The Two Paths technique uses **inherent urgency** (every day they stay in Path 1, they're losing) without inventing artificial constraints.
+
+## The structure
+
+### Standard Two Paths close
+
+```
+Section: Two Futures Ahead
+
+Right now, you're standing at a crossroads.
+
+PATH 1 — You close this page.
+[Specific consequences of inaction]
+- 6 months from now: [specific painful state]
+- 1 year from now: [specific worse state]
+- 5 years from now: [identity-level cost]
+
+PATH 2 — You [take the action].
+[Specific outcomes of action]
+- In 30 days: [specific tangible win]
+- In 6 months: [bigger win]
+- In 1 year: [transformation]
+
+Your future-self is watching.
+Choose carefully.
+
+[CTA]
+```
+
+### Compressed Two Paths (for short-form)
+
+```
+You can stay where you are — and 1 year from now, [specific painful state].
+
+Or you can [take action] — and 1 year from now, [specific dream state].
+
+Which future do you want?
+
+[CTA]
+```
+
+## Specificity is non-negotiable
+
+Both paths must use SPECIFIC language:
+
+| Generic (insufficient) | Specific (sufficient) |
+|------------------------|----------------------|
+| "You'll be unhappy" | "You'll wake up at 6am for the same job, the same commute, the same Tuesday meetings" |
+| "You'll succeed" | "By Q3 you'll have replaced your $7k corporate salary, working 4 days/week from anywhere" |
+| "You'll regret it" | "Three years from now you'll see this email in archive and wish you'd clicked" |
+| "You'll be transformed" | "You'll close the laptop at 5pm without dread, take the kids to soccer, sleep well" |
+
+Specifics make the futures **visualizable**. Visualizable futures convert.
+
+## When Two Paths works best
+
+- **Identity-level decisions** (career change, lifestyle change, major commitment)
+- **High-ticket offers** (R$2k+, $1k+) where the decision is significant
+- **Long-form sales pages** with adequate setup for both futures
+- **Email sequence final email** (the close email)
+- **VSL closing 30-60 seconds**
+
+## When to use other close techniques
+
+- **Low-ticket products** ($20-100) — Two Paths feels heavy; use direct urgency instead
+- **Regulated industries** — both futures must be compliance-safe (not always possible with health/finance)
+- **B2B enterprise** — Two Paths feels too personal; use ROI framing instead
+- **Already-converted audience** — close email of warm sequence; just CTA + minimal urgency
+
+## Combining with real scarcity
+
+When real scarcity exists (real deadline, real limited cohort, real founder cohort), combine:
+
+```
+PATH 1 — You close this page.
+[Two Paths inaction language]
+And the [real scarcity element] passes — you'll have to wait until [next opportunity].
+
+PATH 2 — You [take action] before [real deadline].
+[Two Paths action language]
+Plus you secure [real scarcity benefit].
+
+Decide before [deadline].
+
+[CTA]
+```
+
+This combines emotional urgency (Two Paths) with logistic urgency (real scarcity) — both real, both honest.
+
+## Connection to Schwartz Awareness Levels
+
+The Two Paths close adapts:
+
+| Awareness | Path 1 emphasis | Path 2 emphasis |
+|-----------|----------------|----------------|
+| Level 1 (Unaware) | Build problem awareness through Path 1 | Compressed Path 2 |
+| Level 2 (Problem Aware) | Path 1 surfaces hidden costs | Path 2 paints solution outcome |
+| Level 3 (Solution Aware) | Path 1 = old failed solutions | Path 2 = your unique mechanism |
+| Level 4 (Product Aware) | Path 1 = inaction cost | Path 2 = specific product outcomes |
+| Level 5 (Most Aware) | Compressed Path 1 | Direct CTA, brief Path 2 |
+
+The technique is universal; the proportional emphasis varies by awareness.
+
+## Common violations
+
+### Violation 1 — Generic paths
+Symptom: paths read as marketing fluff, not real futures.
+
+Fix: get specific. Numbers, dates, scenes, identity statements.
+
+### Violation 2 — Path 1 weak (inaction cost downplayed)
+Symptom: reader doesn't feel the cost of staying; conversion drops.
+
+Fix: surface hidden costs (time, identity, future-self, relational).
+
+### Violation 3 — Path 2 abstract
+Symptom: reader doesn't visualize the dream; aspiration is hollow.
+
+Fix: paint the specific scene — what does Tuesday morning look like in Path 2?
+
+### Violation 4 — Manipulative framing
+Symptom: Path 1 fear-mongers beyond reasonable consequences.
+
+Fix: stay HONEST. Real costs, real outcomes. Manipulation erodes trust.
+
+### Violation 5 — Two Paths in low-ticket short-form
+Symptom: feels disproportionate to the decision weight.
+
+Fix: use simpler urgency for low-ticket; reserve Two Paths for significant decisions.
+
+## Decision Weight context
+
+- **Real urgency 100/0** — Two Paths IS real urgency (the cost of inaction is genuine)
+- **Specificity 90/10** — Two Paths fails without specifics
+- **Prospect-as-hero 95/5** — both paths center the prospect's life, not the product
+
+## The "your future-self is watching" frame
+
+Brunson and others use the frame:
+> "Your future-self is watching this decision."
+
+Whether you explicitly use the phrase or not, the FRAME is what makes Two Paths work. The reader is being asked to commit to ONE of two futures FOR THEMSELVES — not for the copywriter, not for the product, but for who they want to become.
+
+This is the deepest application of foundational axiom #2: "the prospect is the hero, not the product."

package/template/.aioson/genomes/copywriting/references/heuristics.md

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+---
+genome: copywriting
+reference: heuristics
+load_priority: high
+---
+
+# 10 Foundational Heuristics
+
+Quick decision rules during copy production. Faster than running the full Decision Weights or Methodology — these are the hand-rules.
+
+## H1: Headline decides 80% of the page's performance
+
+If the headline doesn't stop the scroll, nothing else matters. Spend 40% of your writing time on the headline and subheadline.
+
+**Apply:** before considering any other section, ensure the headline stops scrolling and creates the first curiosity gap.
+
+## H2: Every section must do one of three things
+
+1. **Build the belief** (One Belief construction)
+2. **Prove the belief** (social proof, mechanism, demonstration)
+3. **Drive the action** (CTA, urgency, guarantee)
+
+**Apply:** if a section doesn't do any of these, cut it. Sections that do multiple are valuable; sections that do none are filler.
+
+## H3: The prospect's vocabulary is always better than yours
+
+> "I'm tired of the yo-yo cycle" > "Achieve sustainable weight management."
+
+Use the words they use. Research gives you those words.
+
+**Apply:** when in doubt between marketing-speak and audience-speak, audience-speak wins. Even when your phrasing is "more polished".
+
+## H4: Specificity creates credibility
+
+| Vague | Specific |
+|-------|----------|
+| "thousands of patients" | "14,237 patients" |
+| "millions in revenue" | "R$47M in combined revenue" |
+| "quickly" | "In 21 days" |
+| "many people" | "73% of buyers" |
+| "soon" | "by Tuesday at midnight" |
+
+**Apply:** every vague claim has a specific equivalent. Find it and use it. The specifics rarely require more space; they require more research.
+
+## H5: One CTA per decision point
+
+Never give the prospect 5 things to click. One primary action. One secondary (lower commitment) if needed. That's it.
+
+**Apply:** at any decision point in the copy (top of page, end of section, close), audit how many actions are presented. If more than 2, cut to 1-2.
+
+## H6: Objections not addressed are objections that win
+
+Every prospect has reasons to say no. Name them. Address them. Prove them wrong. Unaddressed objections compound into a silent "no."
+
+**Apply:** before launch, list every "but..." the prospect might raise. Address each one explicitly in the copy. Skipped objections become silent conversion killers.
+
+## H7: The guarantee is a conversion multiplier, not a risk
+
+Strong guarantees increase conversion more than they increase refunds. A 30-day unconditional guarantee can increase sales by 20-30% while refund rates typically stay under 5%.
+
+**Apply:** when in doubt, make the guarantee STRONGER, not weaker. The math favors strong guarantees almost always.
+
+## H8: Features are proof, not headlines
+
+Features belong in supporting sections as evidence that the benefit is real. They never lead. **Benefits lead, features support.**
+
+**Apply:** if your headline or lead names a feature ("Our 12-week program with..."), rewrite to lead with benefit ("Lose 20 lbs without the gym membership grind...").
+
+## H9: Price is always relative
+
+R$97 is expensive for a PDF. R$97 is cheap for solving a problem that costs R$5,000/year. The copy must frame the price against the alternative cost.
+
+**Apply:** before naming the price, establish the cost of NOT solving the problem. The price feels rational against the alternative.
+
+## H10: Urgency must be real or absent
+
+Fake urgency destroys trust faster than no urgency destroys conversion. If there's no real deadline, don't invent one.
+
+**Apply:** test every urgency element — is it real? If not, remove it. Use the Two Paths technique (`frameworks/two-paths-close.md`) for emotional urgency without manufactured scarcity.
+
+## How heuristics chain
+
+| Heuristic | Reinforces |
+|-----------|-----------|
+| H1 (Headline) | Foundation for everything; without H1, H2-H10 don't matter |
+| H2 + H6 | Every section justified; objections handled |
+| H3 + H4 | Audience vocabulary + specifics = credibility |
+| H5 + H7 | Single CTA + strong guarantee = conversion multiplier |
+| H8 + H9 | Benefits lead; price framed against cost of inaction |
+| H10 | Trust preservation through honest urgency |
+
+The 10 heuristics aren't independent — they form a **conversion system**. Violating one weakens others.
+
+## Heuristic precedence
+
+When heuristics conflict, the higher-numbered priority wins:
+- H1 (Headline) is foundational — never compromise the headline
+- H10 (Real urgency) is absolute — never compromise honesty for urgency
+- Other heuristics balance against context (audience awareness, format, niche)
+
+## Common heuristic violations
+
+| Violation | Symptom | Fix |
+|-----------|---------|-----|
+| Weak H1 (boring headline) | Bounce rate > 70% | Spend 40% of writing time on headline; rewrite 5-10 versions |
+| H2 violated (filler sections) | Reader skims past chunks | Cut what doesn't build/prove/drive |
+| H3 violated (industry jargon) | Reader feels "talked at" | Replace with audience vocabulary |
+| H4 violated (vague claims) | Conversion plateau | Add specifics |
+| H5 violated (multiple CTAs) | Decision paralysis | Cut to one primary CTA |
+| H6 violated (objections ignored) | Conversion drops at offer | Add objection handling sections |
+| H7 violated (weak guarantee) | Risk-averse buyers don't convert | Strengthen guarantee |
+| H8 violated (feature-led headline) | Reader doesn't understand benefit | Rewrite with benefit-led structure |
+| H9 violated (price feels expensive) | Conversion drops at price | Frame price against cost of inaction |
+| H10 violated (fake urgency) | Trust erosion; long-term damage | Remove fake urgency; use Two Paths instead |

package/template/.aioson/genomes/copywriting/references/meta-axioms.md

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+---
+genome: copywriting
+reference: meta-axioms
+load_priority: medium
+---
+
+# Meta-Axioms — Foundational Direct Response
+
+The 6 foundational philosophies of direct response copywriting. These are **load-bearing**, not aspirational — they determine every other decision.
+
+## The 6 axioms
+
+### 1. Copy is salesmanship in print
+
+Copy is not creative writing. It's a salesperson who works 24/7 without breaks, sick days, or mood swings. Every sentence must advance the sale or be cut.
+
+**Implication:** the test for every line is "does this advance the sale?" If no, cut.
+
+### 2. The prospect is the hero, not the product
+
+The product is a vehicle. The prospect is the protagonist. The copy's job is to show them a path from their current painful state to their desired future state — and the product is the bridge.
+
+**Implication:** copy starts with the prospect's situation, not the product's features.
+
+### 3. Nothing is created, everything is modeled
+
+Original copy comes from structured research, not imagination. Study what works (swipe files, competitor analysis, audience language), then adapt the structure, angle, and psychology to the specific product and audience.
+
+**Implication:** research-first methodology; freestyling kills conversion.
+
+### 4. There is no long copy, only boring copy
+
+Length doesn't kill conversion — boredom does. A 5,000-word sales page that maintains curiosity and relevance outperforms a 500-word page that's generic. Every paragraph must earn the next paragraph.
+
+**Implication:** length is determined by what the prospect needs to read to convert, not by an arbitrary "ideal length".
+
+### 5. The market dictates the message
+
+You don't choose what to say — the market does. Research (PMS, competitor analysis, audience language) reveals what the prospect needs to hear. Your job is to organize and present it, not to invent it.
+
+**Implication:** the copywriter is a translator and organizer, not an originator.
+
+### 6. Data beats opinion
+
+If an element is converting, don't change it because it looks "ugly" or doesn't match your taste. Conversion data is the only judge. Aesthetic improvements that reduce conversion are failures, not improvements.
+
+**Implication:** test before pretty; data validates; opinion guesses.
+
+## How these chain together
+
+- **#1 + #2** → every line tests "does this advance the sale for the prospect-as-hero?"
+- **#3 + #5** → research is mandatory because the market dictates what to say
+- **#4 + #6** → length is data-driven, not aesthetics-driven
+- **#1 → #6** → copy is measured (sale or not), aesthetics are not the metric
+
+Remove #1 and copy drifts into creative writing territory. Remove #6 and the discipline collapses. The 6 axioms are interlocking, not independent.
+
+## Distinction from applied master philosophies
+
+These are FOUNDATIONAL — they apply to ALL direct response masters:
+- Schwartz adds Awareness Levels + Sophistication, but obeys these 6
+- Halbert adds Starving Crowd + A-pile, but obeys these 6
+- Kennedy adds 10 Rules + Premium Positioning, but obeys these 6
+- Brunson adds Origin Story + Value Stack, but obeys these 6
+- Georgi adds RMBC + 7-Act, but obeys these 6
+- BR personas (Ladeira, Ícaro, Diogo Gomes) add school-specific frames, but obey these 6
+
+The 6 axioms are the **shared substrate** of direct response. Master genomes add specialized layers; they don't replace the substrate.

package/template/.aioson/genomes/copywriting/references/methodology.md

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+---
+genome: copywriting
+reference: methodology
+load_priority: high
+---
+
+# Foundational Copywriting Methodology
+
+The foundational direct response method has 4 load-bearing pillars. Every applied master (Schwartz, Halbert, Kennedy, etc.) builds on these — they don't replace them.
+
+## The 4 pillars
+
+### Pillar 1 — One Belief
+
+Every page / VSL / sales piece establishes ONE central belief:
+
+> "Doing [New Opportunity] is the key to [Primary Benefit], and this is only possible through [Unique Mechanism]."
+
+All copy elements serve this single thesis. If a section doesn't build the belief, it weakens it.
+
+See `frameworks/one-belief.md`.
+
+### Pillar 2 — 5-Act Narrative Arc
+
+Sales content follows a dramatic structure, not a flat feature list:
+
+| Act | Function |
+|-----|----------|
+| **1. Lead** | Hook attention, create curiosity |
+| **2. Background** | Build authority and emotional connection |
+| **3. Mechanism** | Explain WHY (problem cause + solution logic) |
+| **4. Offer** | Present the product as the vehicle |
+| **5. Close** | Manage emotions, drive action |
+
+See `frameworks/5-act-narrative.md`.
+
+### Pillar 3 — PMS (Problems, Myths, Dreams)
+
+Before writing, map the audience:
+
+- **P** — Problems they face (in their words)
+- **M** — Myths/Lies they believe that keep them stuck
+- **S** — Dreams they have (specific, emotional, visualizable)
+
+Copy that mirrors PMS back to the prospect in their vocabulary converts.
+
+See `frameworks/pms-research.md`.
+
+### Pillar 4 — Awareness Spectrum
+
+Where the prospect is determines the page structure:
+
+#### Schwartz Sophistication (5 levels)
+
+| Level | State | Strategy |
+|-------|-------|----------|
+| 1 | Unaware of the problem | Lead with problem discovery |
+| 2 | Problem-aware, no solutions tried | Simple promise + mechanism |
+| 3 | Solution-aware, tried things that failed | Invalidate old solutions first |
+| 4 | Product-aware, knows your type exists | Hyper-specific unique mechanism |
+| 5 | Most sophisticated, skeptical | Lead with proof, reverse-engineer belief |
+
+#### Traffic Temperature (3 modes)
+
+- **Cold traffic** (never heard of you) → Full 5-act structure, longer copy, more proof needed
+- **Warm traffic** (follows you, knows you) → Can shorten Acts 1-2, focus on mechanism + offer
+- **Hot traffic** (ready to buy, needs the push) → Lead with offer + guarantee + urgency
+
+The Awareness Spectrum × 5-Act structure produces the **decision matrix** for any direct response piece.
+
+## How the pillars chain
+
+- **Pillar 3 (PMS) feeds Pillar 1 (One Belief)** — research outputs the belief that resonates
+- **Pillar 1 (One Belief) feeds Pillar 2 (5 Acts)** — the belief organizes every act
+- **Pillar 4 (Awareness) calibrates Pillar 2 (5 Acts)** — which act gets which weight
+- **All 4 together** = every copy decision has a foundation
+
+## Why this is foundational, not standalone
+
+This genome alone produces COMPETENT direct response. It doesn't produce SCHOOL-SPECIFIC excellence. For that:
+
+- Add **Schwartz** for Awareness × Sophistication matrix depth
+- Add **Halbert** for direct mail tradition + specifics-over-generalities discipline
+- Add **Kennedy** for systematic 10-rules audit
+- Add **Brunson** for storytelling + funnels + value stack
+- Add **Georgi** for RMBC pipeline + 7-act long-form
+- Add **Ladeira / Ícaro / Diogo Gomes** for BR market specifics
+
+`@copywriter` typically loads THIS genome + ONE applied master per piece.
+
+## Operational sequence
+
+1. **Research** — PMS mapping (Pillar 3)
+2. **Diagnose** — Awareness Spectrum (Pillar 4)
+3. **Articulate** — One Belief (Pillar 1)
+4. **Structure** — 5-Act Narrative (Pillar 2)
+5. **Apply applied master** — Schwartz / Halbert / Kennedy / etc. for school-specific execution
+6. **Edit ruthlessly** — every paragraph must earn the next paragraph
+7. **Test** — data validates; opinion guesses
+
+## What this method is NOT
+
+- **Not for brand advertising** — direct response measures conversion, not awareness lift
+- **Not for purely creative writing** — copy is salesmanship in print, not art
+- **Not standalone** — pair with at least one applied master genome for school-specific depth
+
+## Common violations
+
+| Violation | Symptom | Fix |
+|-----------|---------|-----|
+| Skipping PMS research | Generic copy, weak conversion | Do PMS mapping before writing |
+| Multiple competing beliefs | Reader confused; conversion drops | Force ONE belief; cut competing threads |
+| Missing 5-act structure | Feature dump; emotional flatness | Apply 5-act dramatic arc |
+| Wrong awareness level | Wrong message to wrong audience | Diagnose before writing |
+| Skipping applied master | Competent but generic output | Always pair with at least one master |

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

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+---
+genome: copywriting-brunson
+domain: Direct response copywriting (Brunson method)
+type: function
+language: en
+depth: deep
+version: 2
+format: genome-v4-modular
+track: "4.2"
+evidence_mode: evidenced
+generated: 2026-05-07
+last_updated: 2026-05-08
+fidelity_score: 0.75
+confidence: high
+advisor_ready: false
+references:
+  - id: methodology
+    file: references/methodology.md
+    when: "Need overall Brunson method shape (storytelling + mental funnel + value stack + community)"
+    load_priority: high
+  - id: decision-weights
+    file: references/decision-weights.md
+    when: "Resolving copy trade-offs against Brunson dogma"
+    load_priority: high
+  - id: meta-axioms
+    file: references/meta-axioms.md
+    when: "Need foundational mechanical rules of the Brunson framework"
+    load_priority: medium
+  - id: frameworks-origin-story
+    file: references/frameworks/origin-story.md
+    when: "Writing founder/brand origin story with 6 essential components"
+    load_priority: high
+  - id: frameworks-perfect-webinar
+    file: references/frameworks/perfect-webinar-script.md
+    when: "Webinar pitch or long-form sales letter using 7-phase structure"
+    load_priority: high
+  - id: frameworks-who-what-why-how
+    file: references/frameworks/who-what-why-how.md
+    when: "Structuring offer presentation; clarifying positioning"
+    load_priority: medium
+  - id: frameworks-value-stack
+    file: references/frameworks/value-stack.md
+    when: "Building irresistible offer with stacked bonuses"
+    load_priority: high
+  - id: frameworks-6-part-structure
+    file: references/frameworks/6-part-structure.md
+    when: "Long-form sales letter with proportional section budget"
+    load_priority: medium
+  - id: frameworks-persuasive-storytelling
+    file: references/frameworks/persuasive-storytelling-5-structures.md
+    when: "Choosing story type per copy goal (Epiphany / Ambush / Trojan Horse / One Funnel Away / Discoverer)"
+    load_priority: medium
+  - id: evidence-and-attribution
+    file: references/evidence-and-attribution.md
+    when: "Citing Brunson; Expert/DotCom/Traffic Secrets; ClickFunnels lineage"
+    load_priority: low
+  - id: application-notes
+    file: references/application-notes.md
+    when: "Pairing Brunson with Schwartz/Kennedy; modern adaptation"
+    load_priority: medium
+relations:
+  - genome: copywriting-schwartz
+    type: complementa
+  - genome: copywriting-halbert
+    type: complementa
+  - genome: copywriting-kennedy
+    type: complementa
+  - genome: copywriting-georgi
+    type: contradiz
+tags:
+  - copywriting
+  - direct-response
+  - storytelling
+  - funnels
+  - clickfunnels
+  - origin-story
+  - perfect-webinar
+  - value-stack
+  - brunson
+  - track-4.2-modular
+---
+
+# Genome: Russell Brunson — Storytelling Funnel Copy
+
+## Identity (in plain English)
+
+Russell Brunson, founder of **ClickFunnels** and author of **Expert Secrets** / **DotCom Secrets** / **Traffic Secrets**, popularized **funnel-driven conversion** as the central vehicle of modern direct response marketing.
+
+**Signature contribution:** combines authentic personal storytelling, breaking limiting beliefs, and systematic stack-of-value offer construction. The customer is always the **hero** of the narrative; the copywriter is the **guide** who leads the reader through a calculated psychological journey from first contact to purchase decision.
+
+**Central dogma:** **stories generate epiphanies; data and features do not.**
+
+## Reference loading map
+
+| Reference | Load when |
+|-----------|-----------|
+| **methodology** | Overall method shape |
+| **decision-weights** | Resolving trade-offs |
+| **meta-axioms** | Mechanical rules |
+| **frameworks/origin-story** | Writing founder/brand origin story |
+| **frameworks/perfect-webinar-script** | Webinar / long-form sales (7 phases) |
+| **frameworks/who-what-why-how** | Offer positioning structure |
+| **frameworks/value-stack** | Irresistible offer construction |
+| **frameworks/6-part-structure** | Long-form sales letter proportions |
+| **frameworks/persuasive-storytelling-5-structures** | Story type selection per goal |
+| **evidence-and-attribution** | Citing Brunson; ClickFunnels lineage |
+| **application-notes** | Pairing with other masters; modern adaptation |
+
+## Core principles (always loaded)
+
+Verbatim from Brunson:
+
+1. **"Marketing is just storytelling that sells."**
+2. **"Sell what people want; deliver what they need."**
+3. **"Turn your biggest failure into your biggest market opportunity."**
+4. **"Build relationship and trust before asking for the sale."**
+5. **"Epiphanies come from stories, not data or features."**
+
+## Skills exposed
+
+- SKILL: `value-stack` — build stacked offer with bonuses that address specific objections
+- SKILL: `break-3-beliefs` — identify and dismantle the 3 beliefs that block decision
+- SKILL: `origin-story` — write origin story with the 6 essential components
+- SKILL: `perfect-webinar-script` — adapt webinar script to long-form written copy
+
+## Continuation handoff
+
+| Next agent | When |
+|-----------|------|
+| `@copywriter` (with `genome: copywriting-brunson`) | Producing funnel/storytelling-driven copy |
+| `@squad` | Binding to a squad for course launches and webinar funnels |
+| Best paired with: `copywriting-kennedy` (Brunson's mentor) + `copywriting-schwartz` (foundational diagnosis) | Course launch trinity |
+| Avoid pairing with: `copywriting-georgi` (different register — Georgi is sober/rational; Brunson is excited/tribal) | Conflict |