@jaimevalasek/aioson 1.7.2 → 1.9.0

package/template/.aioson/skills/marketing/references/five-acts.md

@@ -1,248 +1,248 @@
----
-name: five-acts-reference
-description: The 5-Act narrative structure for high-converting sales pages and VSLs. Loaded by @copywriter and vsl-craft when structuring marketing content.
----
-
-# Five Acts — Narrative Structure for Sales Pages & VSLs
-
-## Overview
-
-High-performing sales content follows a 5-act narrative arc — not a flat feature list. Each act has a psychological purpose that builds on the previous one. Skipping acts or reordering them breaks the persuasion chain.
-
-```
-Act 1: THE LEAD        → Hook attention, create curiosity
-Act 2: THE BACKGROUND   → Build authority and connection
-Act 3: THE MECHANISM    → Explain WHY (problem + solution logic)
-Act 4: THE OFFER        → Present the product as the vehicle
-Act 5: THE CLOSE        → Manage emotions, drive action
-```
-
----
-
-## Act 1 — The Lead (first 10 seconds / first screen)
-
-### Purpose
-Function as a "trailer" — sell the consumption of the rest. If the lead fails, nothing else matters.
-
-### Techniques
-
-**Dopaminergic hook:** Open with a surprising fact, counterintuitive claim, or specific result.
-**Discovery promise:** "What you're about to see..." or "In the next 3 minutes..."
-**Proof hook:** Lead with a university study, screenshot of results, or verifiable data point.
-
-### Pattern: Strong leads
-
-**Health niche:**
-> "A remote village in Okinawa has the lowest obesity rate on Earth — and researchers just discovered it has nothing to do with their diet. What they found instead is a 30-second morning habit that forces your body to burn stored fat. Stay with me, because in the next 4 minutes I'll show you exactly what it is."
-
-**Why it works:** Specific location (Okinawa), counterintuitive claim (not diet), specific time promise (4 minutes), curiosity gap (30-second habit).
-
-**Business niche:**
-> "Last Tuesday, a dentist in Curitiba got 47 new patient appointments — without posting a single piece of content, without running ads, and without a marketing team. Today I'm going to show you the exact system she used, and why it works even if you have zero followers."
-
-**Why it works:** Specific person, specific result (47 appointments), specific day (last Tuesday), removes objections upfront (no content, no ads, no team).
-
-**Finance niche:**
-> "In 2008, while the market crashed 40%, a group of 12 retail investors made between 180% and 340% returns. They weren't insiders. They weren't lucky. They all used the same three-step filtering system — and I'm going to show it to you right now."
-
-### Anti-pattern: Weak leads
-
-> "Welcome! In this video I'm going to share some tips about how to lose weight."
-
-**Why it fails:** No hook, no specificity, no curiosity. "Some tips" = generic = scroll past.
-
-> "Hey everyone, my name is João and I'm a digital marketing expert with 10 years of experience..."
-
-**Why it fails:** Lead with authority = boring. Authority belongs in Act 2. Act 1 is about THEM, not you.
-
-> "Are you tired of struggling with your finances?"
-
-**Why it fails:** Overused question format. The prospect has heard this 1000 times. Creates no curiosity.
-
----
-
-## Act 2 — The Background (authority + connection)
-
-### Purpose
-Establish the "Lab Coat Effect" — make the prospect trust the messenger before trusting the message.
-
-### Two paths (choose one or combine)
-
-**Path A — Expert authority:**
-Credentials, follower counts, media appearances, results achieved. Brief — 60-90 seconds or 1 screen section max.
-
-**Path B — Avatar transformation (Hero's Journey):**
-Tell the story of someone who was where the prospect is now and achieved the desired outcome. This can be the expert's own story or a student/client transformation.
-
-### Pattern: Strong background
-
-**Expert authority path:**
-> "My name is Dr. Ana Ribeiro. In the last 6 years, I've helped 14,000 patients reverse metabolic syndrome — without medication. I've been featured in Revista Saúde, consulted for Hospital Sírio-Libanês, and my research was published in the Brazilian Journal of Endocrinology. But none of that matters as much as what I'm about to show you."
-
-**Why it works:** Specific numbers (14,000 patients, 6 years), recognizable institutions, and the pivot "but none of that matters" brings focus back to the prospect.
-
-**Hero's Journey path:**
-> "Three years ago, I was R$180,000 in debt, working 14-hour days, and my agency had just lost its biggest client. I was Googling 'how to close a digital agency' when I stumbled on something that changed everything. Within 8 months, I went from 3 clients to 42 — and I fired my entire sales team because I didn't need them anymore."
-
-**Why it works:** Relatable pain (debt, overwork, lost client), specific transformation (3 to 42 clients), unexpected detail (fired sales team = the mechanism works so well you don't need salespeople).
-
-### Anti-pattern: Weak background
-
-> "I have a degree in Marketing and I've been working in the field for several years."
-
-**Why it fails:** Vague, no specific results, no emotional connection.
-
----
-
-## Act 3 — The Mechanism (problem + solution logic)
-
-### Purpose
-This is the "Aha!" moment. Explain WHY the prospect's previous attempts failed (problem mechanism) and WHY this new approach works (solution mechanism). This is where the One Belief is built.
-
-### Structure: Problem mechanism → Solution mechanism
-
-**Problem mechanism** (invalidate the old way):
-1. Name what they've tried
-2. Explain why it doesn't work (the hidden reason)
-3. Create the "enemy" (the real cause of their failure — not them)
-
-**Solution mechanism** (present the new way):
-1. Introduce the unique mechanism by name
-2. Explain how it works at surface level (not deep — just enough to believe)
-3. Show proof it works (demonstration, case study, visual)
-
-### Pattern: Strong mechanism
-
-**Health — problem mechanism:**
-> "You've been told your whole life that weight loss is about calories in vs. calories out. Eat less, move more. But here's what your doctor never told you: your body has a metabolic thermostat — and when you restrict calories, it doesn't burn more fat. It lowers your thermostat. That's why every diet works for 2 weeks and then stops. Your body is literally fighting against you. The problem was never your willpower — it was your thermostat."
-
-**Health — solution mechanism:**
-> "What the Okinawa researchers discovered is that certain foods don't just add calories — they reset the thermostat itself. They call it 'metabolic signaling.' And the most powerful signal they found comes from a specific combination of fermented kiwi extract and green tea catechins taken in the first 30 minutes after waking. This is the Morning Reset Protocol."
-
-**Why it works:** Names the enemy (thermostat, not willpower), validates the prospect's past failure, provides a scientific-sounding but simple mechanism, gives it a name.
-
-### Anti-pattern: Weak mechanism
-
-> "Our method works because we use the latest technology and proven strategies."
-
-**Why it fails:** No explanation of WHY it works. "Latest technology" and "proven strategies" are empty claims.
-
-> "The reason other diets fail is because they're bad. Our diet is better."
-
-**Why it fails:** No mechanism — just a comparative claim with no logic chain.
-
----
-
-## Act 4 — The Offer (product as vehicle)
-
-### Purpose
-Transition from "this is how the world works" to "here's how YOU get this." The product is the vehicle that delivers the mechanism.
-
-### Key rules
-- **Never call it a "course."** Use: Protocol, System, Immersion, Implementation Program, Accelerator, Blueprint
-- **Reframe the price** through value anchoring
-- **Bonuses must serve a purpose:** accelerate results, solve a future problem, or break a specific objection
-- **Include a guarantee** that removes risk from the buyer
-
-### Pattern: Strong offer
-
-> "The Morning Reset Protocol is a 21-day implementation program. Not a course where you watch videos and take notes — an implementation system where you follow the protocol step by step and measure your results daily.
->
-> Here's everything you get:
-> - **The Complete Protocol Guide** — the exact combinations, timings, and dosages mapped out for 21 days (Value: R$497)
-> - **The Metabolic Tracker App** — scan your meals and see your thermostat score in real time (Value: R$297)
-> - **Bonus 1: The Emergency Reset** — what to do if you break protocol on a weekend (accelerates recovery) (Value: R$197)
-> - **Bonus 2: The Maintenance Blueprint** — how to keep your thermostat calibrated after the 21 days (solves future problem) (Value: R$297)
->
-> Total value: R$1,288
->
-> But you're not paying R$1,288. You're not even paying R$497.
->
-> Because I believe everyone deserves access to this research, and because this is the first time I'm offering this outside my private clinic...
->
-> **Today: R$97**
->
-> And I'm backing it with my Zero-Risk Guarantee: try the full protocol for 21 days. If you don't see a measurable difference in your metabolic markers, I'll refund every centavo. No questions, no forms, just send me one email."
-
-### Anti-pattern: Weak offer
-
-> "Buy our course for R$497. It includes 40 video lessons and a certificate."
-
-**Why it fails:** Called it a "course," no value anchoring, no bonuses with purpose, no guarantee, no reason why for the price.
-
----
-
-## Act 5 — The Close (emotion management + urgency)
-
-### Purpose
-The prospect is on the fence. Act 5 pushes them over by managing their emotional state.
-
-### Techniques
-
-**Two Paths technique:**
-Paint two futures — one where they stay the same, one where they take the new opportunity.
-
-**Recovery Hook:**
-For those about to leave — a pause moment, exit-intent, or "wait, one more thing."
-
-**Real urgency only:**
-Deadlines, limited spots, or price increases that are TRUE. Never fake urgency.
-
-### Pattern: Strong close
-
-> "You have two choices right now.
->
-> Path 1: Close this page. Go back to counting calories, feeling guilty after every meal, watching the scale go up and down for the next year. Nothing changes.
->
-> Path 2: Click the button below. Start the Morning Reset Protocol tomorrow morning. In 21 days, step on that scale and see a number you haven't seen in years — not because you starved yourself, but because your body is finally working WITH you.
->
-> The protocol is waiting. Your thermostat is waiting.
->
-> [Start My 21-Day Reset — R$97]
->
-> Remember: 21 days, zero risk. If it doesn't work, you get every centavo back."
-
-### Anti-pattern: Weak close
-
-> "Click here to buy! Don't miss out! Limited time offer! Only 3 spots left!"
-
-**Why it fails:** Fake urgency, no emotional contrast, no visualization of the outcome.
-
----
-
-## Applying the 5 Acts to a landing page layout
-
-```
-┌─────────────────────────────────────────┐
-│  ACT 1: HERO SECTION                   │
-│  - Headline = Lead hook                 │
-│  - Subheadline = Discovery promise      │
-│  - Proof strip = Social proof number    │
-│  - CTA = First chance to act            │
-├─────────────────────────────────────────┤
-│  ACT 2: AUTHORITY / STORY SECTION       │
-│  - Expert credentials OR                │
-│  - Transformation story                 │
-│  - Logos / media mentions / results     │
-├─────────────────────────────────────────┤
-│  ACT 3: MECHANISM SECTIONS              │
-│  - "Why nothing else worked" section    │
-│  - "How [Method Name] works" section    │
-│  - Visual demonstration / diagram       │
-│  - Testimonials proving the mechanism   │
-├─────────────────────────────────────────┤
-│  ACT 4: OFFER SECTION                  │
-│  - What you get (named components)      │
-│  - Value anchoring                      │
-│  - Bonuses with purpose                 │
-│  - Price + reason why                   │
-│  - Guarantee                            │
-│  - CTA                                  │
-├─────────────────────────────────────────┤
-│  ACT 5: CLOSE                          │
-│  - Two Paths visualization              │
-│  - Final CTA                            │
-│  - FAQ (objection handling)             │
-│  - Recovery hook (exit intent / PS)     │
-└─────────────────────────────────────────┘
-```
+---
+name: five-acts-reference
+description: The 5-Act narrative structure for high-converting sales pages and VSLs. Loaded by @copywriter and vsl-craft when structuring marketing content.
+---
+
+# Five Acts — Narrative Structure for Sales Pages & VSLs
+
+## Overview
+
+High-performing sales content follows a 5-act narrative arc — not a flat feature list. Each act has a psychological purpose that builds on the previous one. Skipping acts or reordering them breaks the persuasion chain.
+
+```
+Act 1: THE LEAD        → Hook attention, create curiosity
+Act 2: THE BACKGROUND   → Build authority and connection
+Act 3: THE MECHANISM    → Explain WHY (problem + solution logic)
+Act 4: THE OFFER        → Present the product as the vehicle
+Act 5: THE CLOSE        → Manage emotions, drive action
+```
+
+---
+
+## Act 1 — The Lead (first 10 seconds / first screen)
+
+### Purpose
+Function as a "trailer" — sell the consumption of the rest. If the lead fails, nothing else matters.
+
+### Techniques
+
+**Dopaminergic hook:** Open with a surprising fact, counterintuitive claim, or specific result.
+**Discovery promise:** "What you're about to see..." or "In the next 3 minutes..."
+**Proof hook:** Lead with a university study, screenshot of results, or verifiable data point.
+
+### Pattern: Strong leads
+
+**Health niche:**
+> "A remote village in Okinawa has the lowest obesity rate on Earth — and researchers just discovered it has nothing to do with their diet. What they found instead is a 30-second morning habit that forces your body to burn stored fat. Stay with me, because in the next 4 minutes I'll show you exactly what it is."
+
+**Why it works:** Specific location (Okinawa), counterintuitive claim (not diet), specific time promise (4 minutes), curiosity gap (30-second habit).
+
+**Business niche:**
+> "Last Tuesday, a dentist in Curitiba got 47 new patient appointments — without posting a single piece of content, without running ads, and without a marketing team. Today I'm going to show you the exact system she used, and why it works even if you have zero followers."
+
+**Why it works:** Specific person, specific result (47 appointments), specific day (last Tuesday), removes objections upfront (no content, no ads, no team).
+
+**Finance niche:**
+> "In 2008, while the market crashed 40%, a group of 12 retail investors made between 180% and 340% returns. They weren't insiders. They weren't lucky. They all used the same three-step filtering system — and I'm going to show it to you right now."
+
+### Anti-pattern: Weak leads
+
+> "Welcome! In this video I'm going to share some tips about how to lose weight."
+
+**Why it fails:** No hook, no specificity, no curiosity. "Some tips" = generic = scroll past.
+
+> "Hey everyone, my name is João and I'm a digital marketing expert with 10 years of experience..."
+
+**Why it fails:** Lead with authority = boring. Authority belongs in Act 2. Act 1 is about THEM, not you.
+
+> "Are you tired of struggling with your finances?"
+
+**Why it fails:** Overused question format. The prospect has heard this 1000 times. Creates no curiosity.
+
+---
+
+## Act 2 — The Background (authority + connection)
+
+### Purpose
+Establish the "Lab Coat Effect" — make the prospect trust the messenger before trusting the message.
+
+### Two paths (choose one or combine)
+
+**Path A — Expert authority:**
+Credentials, follower counts, media appearances, results achieved. Brief — 60-90 seconds or 1 screen section max.
+
+**Path B — Avatar transformation (Hero's Journey):**
+Tell the story of someone who was where the prospect is now and achieved the desired outcome. This can be the expert's own story or a student/client transformation.
+
+### Pattern: Strong background
+
+**Expert authority path:**
+> "My name is Dr. Ana Ribeiro. In the last 6 years, I've helped 14,000 patients reverse metabolic syndrome — without medication. I've been featured in Revista Saúde, consulted for Hospital Sírio-Libanês, and my research was published in the Brazilian Journal of Endocrinology. But none of that matters as much as what I'm about to show you."
+
+**Why it works:** Specific numbers (14,000 patients, 6 years), recognizable institutions, and the pivot "but none of that matters" brings focus back to the prospect.
+
+**Hero's Journey path:**
+> "Three years ago, I was R$180,000 in debt, working 14-hour days, and my agency had just lost its biggest client. I was Googling 'how to close a digital agency' when I stumbled on something that changed everything. Within 8 months, I went from 3 clients to 42 — and I fired my entire sales team because I didn't need them anymore."
+
+**Why it works:** Relatable pain (debt, overwork, lost client), specific transformation (3 to 42 clients), unexpected detail (fired sales team = the mechanism works so well you don't need salespeople).
+
+### Anti-pattern: Weak background
+
+> "I have a degree in Marketing and I've been working in the field for several years."
+
+**Why it fails:** Vague, no specific results, no emotional connection.
+
+---
+
+## Act 3 — The Mechanism (problem + solution logic)
+
+### Purpose
+This is the "Aha!" moment. Explain WHY the prospect's previous attempts failed (problem mechanism) and WHY this new approach works (solution mechanism). This is where the One Belief is built.
+
+### Structure: Problem mechanism → Solution mechanism
+
+**Problem mechanism** (invalidate the old way):
+1. Name what they've tried
+2. Explain why it doesn't work (the hidden reason)
+3. Create the "enemy" (the real cause of their failure — not them)
+
+**Solution mechanism** (present the new way):
+1. Introduce the unique mechanism by name
+2. Explain how it works at surface level (not deep — just enough to believe)
+3. Show proof it works (demonstration, case study, visual)
+
+### Pattern: Strong mechanism
+
+**Health — problem mechanism:**
+> "You've been told your whole life that weight loss is about calories in vs. calories out. Eat less, move more. But here's what your doctor never told you: your body has a metabolic thermostat — and when you restrict calories, it doesn't burn more fat. It lowers your thermostat. That's why every diet works for 2 weeks and then stops. Your body is literally fighting against you. The problem was never your willpower — it was your thermostat."
+
+**Health — solution mechanism:**
+> "What the Okinawa researchers discovered is that certain foods don't just add calories — they reset the thermostat itself. They call it 'metabolic signaling.' And the most powerful signal they found comes from a specific combination of fermented kiwi extract and green tea catechins taken in the first 30 minutes after waking. This is the Morning Reset Protocol."
+
+**Why it works:** Names the enemy (thermostat, not willpower), validates the prospect's past failure, provides a scientific-sounding but simple mechanism, gives it a name.
+
+### Anti-pattern: Weak mechanism
+
+> "Our method works because we use the latest technology and proven strategies."
+
+**Why it fails:** No explanation of WHY it works. "Latest technology" and "proven strategies" are empty claims.
+
+> "The reason other diets fail is because they're bad. Our diet is better."
+
+**Why it fails:** No mechanism — just a comparative claim with no logic chain.
+
+---
+
+## Act 4 — The Offer (product as vehicle)
+
+### Purpose
+Transition from "this is how the world works" to "here's how YOU get this." The product is the vehicle that delivers the mechanism.
+
+### Key rules
+- **Never call it a "course."** Use: Protocol, System, Immersion, Implementation Program, Accelerator, Blueprint
+- **Reframe the price** through value anchoring
+- **Bonuses must serve a purpose:** accelerate results, solve a future problem, or break a specific objection
+- **Include a guarantee** that removes risk from the buyer
+
+### Pattern: Strong offer
+
+> "The Morning Reset Protocol is a 21-day implementation program. Not a course where you watch videos and take notes — an implementation system where you follow the protocol step by step and measure your results daily.
+>
+> Here's everything you get:
+> - **The Complete Protocol Guide** — the exact combinations, timings, and dosages mapped out for 21 days (Value: R$497)
+> - **The Metabolic Tracker App** — scan your meals and see your thermostat score in real time (Value: R$297)
+> - **Bonus 1: The Emergency Reset** — what to do if you break protocol on a weekend (accelerates recovery) (Value: R$197)
+> - **Bonus 2: The Maintenance Blueprint** — how to keep your thermostat calibrated after the 21 days (solves future problem) (Value: R$297)
+>
+> Total value: R$1,288
+>
+> But you're not paying R$1,288. You're not even paying R$497.
+>
+> Because I believe everyone deserves access to this research, and because this is the first time I'm offering this outside my private clinic...
+>
+> **Today: R$97**
+>
+> And I'm backing it with my Zero-Risk Guarantee: try the full protocol for 21 days. If you don't see a measurable difference in your metabolic markers, I'll refund every centavo. No questions, no forms, just send me one email."
+
+### Anti-pattern: Weak offer
+
+> "Buy our course for R$497. It includes 40 video lessons and a certificate."
+
+**Why it fails:** Called it a "course," no value anchoring, no bonuses with purpose, no guarantee, no reason why for the price.
+
+---
+
+## Act 5 — The Close (emotion management + urgency)
+
+### Purpose
+The prospect is on the fence. Act 5 pushes them over by managing their emotional state.
+
+### Techniques
+
+**Two Paths technique:**
+Paint two futures — one where they stay the same, one where they take the new opportunity.
+
+**Recovery Hook:**
+For those about to leave — a pause moment, exit-intent, or "wait, one more thing."
+
+**Real urgency only:**
+Deadlines, limited spots, or price increases that are TRUE. Never fake urgency.
+
+### Pattern: Strong close
+
+> "You have two choices right now.
+>
+> Path 1: Close this page. Go back to counting calories, feeling guilty after every meal, watching the scale go up and down for the next year. Nothing changes.
+>
+> Path 2: Click the button below. Start the Morning Reset Protocol tomorrow morning. In 21 days, step on that scale and see a number you haven't seen in years — not because you starved yourself, but because your body is finally working WITH you.
+>
+> The protocol is waiting. Your thermostat is waiting.
+>
+> [Start My 21-Day Reset — R$97]
+>
+> Remember: 21 days, zero risk. If it doesn't work, you get every centavo back."
+
+### Anti-pattern: Weak close
+
+> "Click here to buy! Don't miss out! Limited time offer! Only 3 spots left!"
+
+**Why it fails:** Fake urgency, no emotional contrast, no visualization of the outcome.
+
+---
+
+## Applying the 5 Acts to a landing page layout
+
+```
+┌─────────────────────────────────────────┐
+│  ACT 1: HERO SECTION                   │
+│  - Headline = Lead hook                 │
+│  - Subheadline = Discovery promise      │
+│  - Proof strip = Social proof number    │
+│  - CTA = First chance to act            │
+├─────────────────────────────────────────┤
+│  ACT 2: AUTHORITY / STORY SECTION       │
+│  - Expert credentials OR                │
+│  - Transformation story                 │
+│  - Logos / media mentions / results     │
+├─────────────────────────────────────────┤
+│  ACT 3: MECHANISM SECTIONS              │
+│  - "Why nothing else worked" section    │
+│  - "How [Method Name] works" section    │
+│  - Visual demonstration / diagram       │
+│  - Testimonials proving the mechanism   │
+├─────────────────────────────────────────┤
+│  ACT 4: OFFER SECTION                  │
+│  - What you get (named components)      │
+│  - Value anchoring                      │
+│  - Bonuses with purpose                 │
+│  - Price + reason why                   │
+│  - Guarantee                            │
+│  - CTA                                  │
+├─────────────────────────────────────────┤
+│  ACT 5: CLOSE                          │
+│  - Two Paths visualization              │
+│  - Final CTA                            │
+│  - FAQ (objection handling)             │
+│  - Recovery hook (exit intent / PS)     │
+└─────────────────────────────────────────┘
+```