@jaimevalasek/aioson 1.7.2 → 1.9.0

package/template/.aioson/genomes/copywriting-brunson/references/frameworks/perfect-webinar-script.md

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+---
+genome: copywriting-brunson
+reference: frameworks-perfect-webinar
+load_priority: high
+---
+
+# Perfect Webinar Script — 7-Phase Structure
+
+Brunson's signature webinar pitch structure. Adapts to long-form sales letters, VSLs, and email sequences. Originally designed for live/recorded webinars selling high-ticket info-products.
+
+## The 7 phases
+
+### 1. Powerful Promise + Qualification
+Open with a specific promise of what the audience will learn. Immediately qualify: who this is for, who this is NOT for.
+
+Format:
+> "In the next 60 minutes, you'll learn [specific outcome]. This is for [specific audience]. This is NOT for [excluded audience]."
+
+The qualification filters: serious prospects engage; tire-kickers self-eliminate.
+
+### 2. Breaking 3 Limiting Beliefs
+The 3 beliefs that block the audience from buying. Brunson dogma: there are typically 3 — find them and break them.
+
+Common belief categories:
+- **Vehicle belief:** "This kind of solution doesn't work" → break by showing the new opportunity
+- **Internal belief:** "I'm not capable / talented enough" → break by showing accessibility
+- **External belief:** "My situation is too unique" → break by showing universality
+
+Each belief gets ~5-8 minutes (in webinar) or ~500-1000 words (in written form). Each broken with a story + evidence + reframe.
+
+### 3. The New Path (new opportunity that solves everything)
+Reveal the path that emerges once the limiting beliefs are broken.
+
+Format:
+> "Now that we've cleared those out of the way, here's what's actually possible..."
+
+The "new path" is **not the product yet** — it's the new opportunity / new way of seeing the situation. The product enters in phase 5.
+
+### 4. Case Study / Transformation Story (living proof)
+Show that the new path works for someone like the audience. Specific named case, specific timeline, specific results.
+
+This earns the right to make the offer.
+
+### 5. The Offer (irresistible value stack)
+Present the offer with full value stack (see `frameworks/value-stack.md`).
+
+Components:
+- Core product / service
+- Stacked bonuses (each addressing an objection)
+- Total stacked value
+- Final price (visibly less than stacked value)
+
+### 6. Objection Handling (guarantees and risk removal)
+Address remaining objections directly. Risk reversal (strong guarantee). Common objections:
+- "What if it doesn't work for me?"
+- "What if I don't have time?"
+- "What if I can't afford it?"
+- "What if it's too complicated?"
+
+Each gets a direct answer + risk-reversal element (guarantee, refund, payment plan, support, etc.).
+
+### 7. CTA with Real Scarcity (genuine reason to act now)
+Direct call to action with REAL scarcity. Real:
+- Limited cohort size
+- Time-bound bonus
+- Founder cohort with one-time pricing
+- Limited 1:1 access
+
+Manufactured scarcity (fake countdown timers, "while supplies last" with unlimited supply) **destroys the trust the entire script built**.
+
+## Phase proportions (in 60-minute webinar)
+
+| Phase | Duration | % |
+|-------|----------|---|
+| 1. Promise + Qualification | 5 min | 8% |
+| 2. Breaking 3 Beliefs | 18 min | 30% |
+| 3. New Path | 8 min | 13% |
+| 4. Case Study | 8 min | 13% |
+| 5. Offer / Value Stack | 12 min | 20% |
+| 6. Objection Handling | 6 min | 10% |
+| 7. CTA + Scarcity | 3 min | 5% |
+
+The 30% on belief-breaking is intentionally heavy — Brunson dogma: epiphanies (belief shifts) are what convert, not features.
+
+## Adaptation to written formats
+
+### Long-form sales page (5000+ words)
+
+| Phase | Word count | Section |
+|-------|------------|---------|
+| 1. Promise | 200-400 | Headline + lead |
+| 2. Beliefs | 1500-2000 | Belief-breaking trio |
+| 3. New Path | 600-1000 | Solution introduction |
+| 4. Case Study | 600-1000 | Testimonial / transformation story |
+| 5. Offer | 1000-1500 | Value stack |
+| 6. Objections | 400-800 | FAQ / risk reversal |
+| 7. CTA | 200-400 | Close |
+
+### Email sequence (7 emails)
+
+One phase per email:
+- Email 1: Promise + Qualification
+- Email 2: Belief 1 broken
+- Email 3: Belief 2 broken
+- Email 4: Belief 3 broken
+- Email 5: Case study / transformation
+- Email 6: Offer + value stack
+- Email 7: Final CTA + scarcity
+
+### VSL (15-30 minutes)
+
+Compressed version of webinar:
+- Phase 1: 1-2 min
+- Phase 2: 5-8 min (often 2 beliefs instead of 3 for VSL)
+- Phase 3: 2-3 min
+- Phase 4: 2-3 min
+- Phase 5: 3-4 min
+- Phase 6: 1-2 min
+- Phase 7: 1 min
+
+## Common violations
+
+| Violation | Symptom | Fix |
+|-----------|---------|-----|
+| Skipping belief-breaking | Audience never converts | Add 3 beliefs section, even if shorter |
+| Generic case study | Reader doesn't see themselves | Specific named, dated, dollar-amount case |
+| Weak value stack | Conversion drops at offer | Build full stack with each item's value |
+| Manufactured scarcity | Long-term trust erosion | Use REAL scarcity only |
+| Premature offer | Audience hasn't earned the right yet | Move offer to phase 5; keep phases 1-4 first |
+
+## Why this structure dominates 2026 launches
+
+Brunson's Perfect Webinar is the most-replicated launch structure in 2026's info-product world. Reasons:
+- Maps cleanly to webinar / VSL / sales letter / email sequence
+- 30% on beliefs is empirically high-converting
+- Risk reversal at phase 6 catches late-stage objections
+- Real scarcity at phase 7 closes serious prospects
+
+Most modern course launches use SOME version of this structure. Variations exist (Brunson + Kennedy = "Perfect Webinar with Kennedy 10 Rules"; Brunson + Halbert = "Perfect Webinar with long-form sales letter at end"), but the 7 phases remain.

package/template/.aioson/genomes/copywriting-brunson/references/frameworks/persuasive-storytelling-5-structures.md

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+---
+genome: copywriting-brunson
+reference: frameworks-persuasive-storytelling
+load_priority: medium
+---
+
+# Persuasive Storytelling — 5 Structures
+
+Brunson's catalog of story types. Each serves a different conversion purpose. Pick the structure based on the goal of the moment, not by personal preference.
+
+## The 5 structures
+
+### 1. Epiphany in the Mud
+
+**Purpose:** establish guide credibility through documented failure → discovery arc.
+
+**Structure:**
+1. You were stuck in [common situation]
+2. You hit rock bottom in [specific moment]
+3. You had an epiphany / received help / discovered something
+4. The result was unexpected
+5. Now you teach others to skip the mud
+
+**Use when:**
+- Origin Story
+- Sales page lead
+- Brand foundational content
+- "About" page
+
+**Why it works:**
+- Vulnerability before authority (Brunson's calculated vulnerability dogma)
+- Reader sees themselves in the "stuck" state
+- The discovery feels earned, not given
+
+### 2. Ambush on the Path
+
+**Purpose:** pattern interrupt; redirect attention from competitor / conventional approach.
+
+**Structure:**
+1. The audience thinks they should do X
+2. Suddenly something happens that changes the calculation
+3. The audience realizes X was wrong all along
+4. The new path emerges
+
+**Use when:**
+- Mid-page conversion lift
+- Email subject line + opener
+- Ad creative for pattern-disrupting headlines
+- Belief-breaking sections (especially Belief 1, vehicle belief)
+
+**Why it works:**
+- Surprise drives engagement
+- Reader's existing belief is challenged from a flank, not directly
+- The new path is positioned as the natural correction
+
+### 3. Trojan Horse
+
+**Purpose:** initial low-commitment offer that opens door to the true value.
+
+**Structure:**
+1. Reader gets something small and immediately valuable
+2. The small thing reveals the bigger problem they didn't know they had
+3. The bigger solution is offered
+4. Reader feels they've already invested; doubling down is rational
+
+**Use when:**
+- Lead magnet → tripwire → core offer funnels
+- Free trial → paid conversion
+- Webinar → high-ticket offer
+- Free content → paid course
+
+**Why it works:**
+- Consistency principle (small yes leads to bigger yes)
+- The Trojan Horse delivers real value, not bait-and-switch
+- The bigger offer feels like a natural progression, not a pitch
+
+### 4. One Funnel Away
+
+**Purpose:** create the sense that the reader is close to success — only one element is missing.
+
+**Structure:**
+1. The reader is doing many things right
+2. They're almost there, but one element is missing
+3. That missing element changes everything
+4. Here's how to get / find / build that element
+
+**Use when:**
+- Sales page final stretch (closing belief barriers)
+- Email sequence close
+- Webinar pitch reveal
+- Course module promising completion
+
+**Why it works:**
+- The reader doesn't need to start over
+- Hope is real (they're already close)
+- The product becomes the missing piece, not the entire solution
+- This is core Brunson dogma — meta-axiom #7
+
+### 5. The Discoverer (I'm Not the Expert)
+
+**Purpose:** relatable positioning that disarms the "guru" objection.
+
+**Structure:**
+1. "I'm not the world's leading expert at this"
+2. "But I discovered something / observed a pattern / noticed an anomaly"
+3. The discovery is real and replicable
+4. Reader can do it too (no expert credentials needed)
+
+**Use when:**
+- Audiences skeptical of "experts"
+- New niches without established authorities
+- Founder-led brands without traditional credentials
+- Anti-guru positioning content
+
+**Why it works:**
+- Reader doesn't have to accept "I'm an expert" claim
+- Discovery framing positions the reader as also capable of discovery
+- The product becomes "what I learned through observation," not "what experts know"
+
+## Selection diagnostic
+
+Pick the structure based on:
+
+| Goal | Structure |
+|------|-----------|
+| Establish guide credibility | Epiphany in the Mud |
+| Pattern interrupt / break belief | Ambush on the Path |
+| Convert from low-commitment to high | Trojan Horse |
+| Close — reader is almost there | One Funnel Away |
+| Disarm "guru" skepticism | The Discoverer |
+
+If you can't decide which one fits, ask: "what's the reader's current mental block?"
+- Skeptical of experts → Discoverer
+- Stuck and discouraged → Epiphany in the Mud
+- Defending a competitor approach → Ambush on the Path
+- On the fence → Trojan Horse
+- Almost convinced → One Funnel Away
+
+## Combining structures
+
+Long-form copy uses MULTIPLE structures sequentially:
+- **Open with Epiphany in the Mud** (establish guide credibility)
+- **Mid-piece use Ambush on the Path** (break beliefs)
+- **Reveal with Discoverer** (introduce solution non-arrogantly)
+- **Build with Trojan Horse** (low-commit lead-in to high-commit)
+- **Close with One Funnel Away** (final push — you're almost there)
+
+A single Origin Story can be Epiphany in the Mud. A 5000-word sales page can use all 5.
+
+## Common violations
+
+| Violation | Symptom | Fix |
+|-----------|---------|-----|
+| One structure used everywhere | Story fatigue across pieces | Vary structures across content |
+| Wrong structure for moment | Reader feels misaligned | Run the selection diagnostic |
+| Mechanical execution | Stories feel formulaic | Specifics in every component (names, dates, numbers) |
+| Inflated stakes | Audience pattern-matches as fake | Real stakes, even if mild |
+| Skipping the framework entirely | Stories feel random | Always pick a structure consciously |
+
+## Why structures matter
+
+Storytelling is the load-bearing engine of Brunson's method (meta-axiom #2: "epiphanies come from stories, not data"). But not all stories convert. The 5 structures are the **types that empirically convert**, distilled from Brunson's ClickFunnels-platform observations across thousands of funnels.
+
+Random storytelling produces random conversion. Structured storytelling produces predictable conversion.

package/template/.aioson/genomes/copywriting-brunson/references/frameworks/value-stack.md

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+---
+genome: copywriting-brunson
+reference: frameworks-value-stack
+load_priority: high
+---
+
+# Value Stack — Irresistible Offer Construction
+
+The Brunson value stack: the offer's parts must visibly **exceed the final price** by 5-10× when totaled. Stacking is non-negotiable in Brunson methodology (Decision Weight 85/15 — Value Stack vs. Lean Pricing).
+
+## The standard stack
+
+| Component | Function | Value |
+|-----------|----------|-------|
+| **Main product** | The transformation (not features) | Highest single value |
+| **Complement 1** | Amplifies main product results | Mid-tier value |
+| **Complement 2** | Addresses adjacent need | Mid-tier value |
+| **Bonus training 1** | Eliminates objection 1 ("but what if I don't have time?") | Lower value but high relevance |
+| **Bonus training 2** | Eliminates objection 2 ("but what if my situation is different?") | Lower value but high relevance |
+| **Access/support** | Ensures implementation (community, coaching, Q&A) | Mid-tier value |
+| **Spice bonus** | Unexpected, often surprising | Variable, sometimes high |
+| **Total stacked value** | (Sum of above) | Should be 5-10× final price |
+| **Final price** | What they pay | Lower than stacked value |
+
+## Why stacking works
+
+| No stack | With stack |
+|----------|-----------|
+| "Pay $1,000 for product" | "Get $10,000 worth, pay $1,000" |
+| Feels expensive | Feels like a deal |
+| Buyer focuses on price | Buyer focuses on value-to-price ratio |
+| Lower conversion | Higher conversion |
+| Lower perceived value | Higher perceived value |
+
+The stack is the **psychological frame** that makes the price feel like a steal.
+
+## Building the stack
+
+### Main product (always present)
+Position the main product as the **transformation**, not the deliverable:
+- Not "30 hours of video training" → "Become a [aspirational identity]"
+- Not "12-week course" → "Skip 5 years of trial and error"
+- Not "a software tool" → "Build your business in days, not months"
+
+### Complements (1-3)
+Add-ons that enhance or extend the main product. Each should:
+- Address a specific need that main product alone doesn't fully solve
+- Have a defensible standalone value (could be sold separately)
+- Make the main product more effective
+
+### Bonus trainings (3-5)
+Each bonus addresses a SPECIFIC objection:
+- "What if I don't have time?" → "Bonus: 30-day quick-start"
+- "What if my situation is different?" → "Bonus: industry-specific playbooks"
+- "What if I get stuck?" → "Bonus: troubleshooting library"
+- "What if I want to scale?" → "Bonus: advanced 7-figure module"
+
+The objection-bonus pairing is **load-bearing** — bonuses without objection mapping feel random.
+
+### Access/support
+Community, coaching, Q&A, office hours, mastermind. Critical because:
+- Addresses fear of being alone with the material
+- Creates ongoing engagement (raises LTV)
+- Justifies premium pricing
+- Reinforces community/movement (Brunson pillar 4)
+
+### Spice bonus
+An unexpected element that doesn't fit the standard categories:
+- A physical mailed item (in a digital course)
+- An exclusive call/event with the founder
+- A surprising tool or template
+- Access to a premium asset normally unavailable
+
+The spice bonus stands out emotionally and gets remembered.
+
+## Total value framing
+
+Sum the stack visibly:
+
+```
+Main product:    $4,000
+Complement 1:    $1,500
+Complement 2:    $1,500
+Bonus 1:         $   500
+Bonus 2:         $   500
+Bonus 3:         $   500
+Community access:$1,000
+Spice bonus:     $   500
+Total value:     $10,000
+
+YOUR PRICE TODAY: $997
+```
+
+The visual sum makes the deal feel obvious. Without the explicit summation, the stack's psychological effect weakens.
+
+## Honesty discipline
+
+Brunson stacks aren't honest if the assigned values are inflated.
+
+Honest stacking:
+- Each value is defensible if the item were sold standalone
+- Bonuses have real production cost or genuine market value
+- The transformation is real (not marketing fluff)
+
+Dishonest stacking (avoid):
+- Random inflated values for bonuses (e.g., "PDF checklist — value $200")
+- Total values 50× price (audience pattern-matches as fake)
+- Bonuses that exist but have no standalone market
+
+The 5-10× ratio is sustainable; 20×+ is detected and erodes trust.
+
+## Decision Weight: 85 / 15
+
+Value Stack vs. Lean Pricing is 85/15. Always stack; the rare exception is when the audience has been educated to want **simplicity** (some premium B2C, some luxury). Even then, the stack often works in disguised form (bundled tiers).
+
+## Common violations
+
+| Violation | Symptom | Fix |
+|-----------|---------|-----|
+| No stack, just price | Conversion plateau | Build full stack with each component's value |
+| Random bonus values | Pattern-matched as fake | Defensible values for each bonus |
+| Total > 20× price | Audience disbelieves | Cap at 5-10× ratio |
+| No spice bonus | Stack feels mechanical | Add an unexpected element |
+| Bonuses unrelated to objections | Bonuses feel like filler | Map each bonus to a specific objection |
+
+## Modern application
+
+The value stack works in 2026 across:
+- Course launches (Brunson's home turf)
+- Coaching/mentorship offers
+- High-ticket info-products
+- Mastermind/community memberships
+- SaaS premium tiers (with creative interpretation)
+- Service offerings (consultancy, agency)
+
+The format changes; the stack discipline doesn't.

package/template/.aioson/genomes/copywriting-brunson/references/frameworks/who-what-why-how.md

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+---
+genome: copywriting-brunson
+reference: frameworks-who-what-why-how
+load_priority: medium
+---
+
+# Who, What, Why, How — Offer Positioning Structure
+
+Compact structural framework for positioning any offer. Use when:
+- Writing offer presentation (mid-funnel or sales page)
+- Clarifying positioning for a new product
+- Re-articulating an existing product for a new audience
+
+## The 4 components
+
+### WHO — Establishes who you are via story
+
+Opens with story. Not "I have these credentials" — but "here's who I am, told through a moment that defined me."
+
+The WHO is essentially a compressed Origin Story (see `frameworks/origin-story.md`). 1-2 paragraphs in short form; full Origin Story in long form.
+
+### WHAT — Clearly presents what you offer
+
+Specific. Not abstract.
+
+Format:
+> "[Product/service] is a [category] that [specific function] for [specific audience]."
+
+Example:
+> "ClickFunnels is a software that builds sales funnels without code, for entrepreneurs who don't want to hire developers."
+
+Avoid:
+- Vague category language ("a solution that helps people...")
+- Marketing-speak ("a transformative experience...")
+- Abstract value props without concreteness
+
+### WHY — Explains importance and uniqueness (specific benefits)
+
+Two layers:
+1. **Why does this matter?** (The problem this solves)
+2. **Why is this different?** (Unique mechanism / approach / value)
+
+Format:
+> "This matters because [specific pain]. And what makes us different is [unique mechanism]."
+
+The WHY is where your differentiation lives. Without it, the WHAT reads as commodity.
+
+### HOW — Details the simplified process to obtain it
+
+The customer-facing process: how does the buyer go from interested to using?
+
+Components:
+- Step 1: [What they do first]
+- Step 2: [What happens next]
+- Step 3: [What the outcome is]
+
+Should be simple — 3 steps maximum. Complex onboarding processes shouldn't be in the WHO/WHAT/WHY/HOW; they belong in the post-purchase materials.
+
+## Application
+
+The WHO/WHAT/WHY/HOW can be:
+- **A 4-paragraph block** in a sales page (compressed)
+- **An entire opt-in page** (one section per question)
+- **A landing page** for a new product launch
+- **The "About" section** of a brand site
+- **An elevator pitch** structure
+
+## Compressed example
+
+```
+WHO: After failing in network marketing for 5 years, I built ClickFunnels in 2014 because no one was building software the way I needed it.
+
+WHAT: ClickFunnels is sales funnel software that lets entrepreneurs build complete sales pipelines without coding.
+
+WHY: Most online businesses fail because they need 7+ tools stitched together. With ClickFunnels, you replace those tools with one, and you actually launch instead of getting stuck in tech setup.
+
+HOW: 1. Choose a funnel template. 2. Customize with your offer and copy. 3. Drive traffic to it.
+```
+
+## When to use (vs. the longer Perfect Webinar)
+
+| Use Who/What/Why/How | Use Perfect Webinar |
+|----------------------|---------------------|
+| Opt-in pages | Webinars |
+| Landing pages | Long sales pages |
+| Brand "About" sections | Email sequences |
+| Elevator pitches | High-ticket course launches |
+| New product introductions | Anywhere convertible to 60-min audio |
+
+The Who/What/Why/How is the **compressed** Brunson; the Perfect Webinar is the **full** Brunson. Choose by format and length budget.
+
+## Common violations
+
+| Violation | Symptom | Fix |
+|-----------|---------|-----|
+| Skipping WHO | Reads as marketing-speak | Add story-based WHO, even brief |
+| Vague WHAT | Reader doesn't know what you sell | Specific category + function + audience |
+| Missing WHY differentiation | Sounds commodity | Add unique mechanism in second WHY layer |
+| Complex HOW | Buyer feels overwhelmed | Simplify to 3 steps maximum |
+| WHY before WHAT | Reads as confusing | Standard order: WHO → WHAT → WHY → HOW |
+
+## Modern application
+
+The WHO/WHAT/WHY/HOW maps cleanly to:
+- **Hero section of landing page**: WHO above the fold (compressed)
+- **Below the fold sections**: WHAT, WHY, HOW each get a section
+- **App store descriptions**: WHAT first, WHY second
+- **YouTube channel "About" section**: WHO as the emotional anchor
+
+The order may vary by format (sometimes WHAT leads), but all 4 components are present in good Brunson-style positioning.

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

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+---
+genome: copywriting-brunson
+reference: meta-axioms
+load_priority: medium
+---
+
+# Meta-Axioms — Brunson Framework
+
+Mechanical rules of the Brunson framework. Drier than philosophies — these are how the engine operates.
+
+1. **Customer is hero, copywriter is guide** — Frodo is the hero; Gandalf is the copywriter. Inverting (you as hero) destroys identification.
+
+2. **Epiphanies come from stories, not data** — Features and resources don't convert; well-told stories do.
+
+3. **Relationship before sale-ask** — Built trust precedes any meaningful "ask".
+
+4. **Identity belongs to community** — People buy to belong to an aspirational group, not for the isolated product.
+
+5. **Value stack is non-negotiable** — The sum of the offer's parts must always visibly exceed the final price.
+
+6. **Real-based scarcity** — Fabricated limitation destroys the trust the entire method built.
+
+7. **One Funnel Away** — The customer is always one element away from the turning point — finding which element is the work.
+
+## How these chain
+
+- **#1 + #2** → guide telling stories; not hero telling about themselves
+- **#3 + #6** → trust built through real promises; fabricated scarcity erodes it
+- **#4 + #7** → community offers belonging to people who feel "one funnel away" from being someone better
+- **#5** → the offer's structure makes the YES feel obviously rational
+
+Remove #1 and the copy feels self-aggrandizing. Remove #5 and the offer feels expensive. Remove #6 and the entire trust-built foundation collapses on first detected fabrication. The 7 axioms interlock.
+
+## Derivation
+
+Distilled from Russell Brunson's books "Expert Secrets" (2017), "DotCom Secrets" (2015), "Traffic Secrets" (2020), and the operational patterns visible across thousands of funnels published on the ClickFunnels platform.