@jaimevalasek/aioson 1.7.2 → 1.9.0

package/template/.aioson/skills/marketing/references/offer-structure.md

@@ -1,203 +1,203 @@
----
-name: offer-structure-reference
-description: Irresistible offer construction — value anchoring, bonus strategy, reason why, and guarantee frameworks. Loaded by @copywriter when writing offer/pricing sections.
----
-
-# Irresistible Offer Structure
-
-## The core principle
-
-An irresistible offer makes the prospect feel **stupid to refuse**. It's not about lowering the price — it's about making the value so disproportionate to the price that buying is the only logical choice.
-
----
-
-## The 5 components (in order)
-
-### 1. Value Anchoring
-
-Compare the price to something much more expensive that solves the same problem.
-
-**Pattern:**
-> "Working with a private [professional] costs [high price] per [time].
-> A [alternative solution] runs [medium price] per [time].
-> The [Product Name] gives you [same or better result] for [low price] — one time."
-
-**Example — Health:**
-> "A nutritionist consultation costs R$350 per session — and you'd need at least 8 sessions (R$2,800) to build a complete protocol.
-> A personalized meal plan from a dietitian runs R$1,200.
-> The Morning Reset Protocol gives you the complete 21-day system, the tracker app, and direct support — for R$97. One time."
-
-**Example — Business:**
-> "Hiring a copywriter to write one sales page costs between R$5,000 and R$15,000.
-> A marketing agency charges R$3,000/month minimum.
-> The Silent Funnel Blueprint gives you the exact templates, scripts, and funnel structure that generated R$2.3M in the last 18 months — for R$497."
-
-**Anti-pattern:**
-> "Our product costs R$97. That's affordable!" — No anchoring. "Affordable" is an opinion, not a comparison.
-
-### 2. Component Stacking
-
-List what's included — each component is named, valued, and benefit-described.
-
-**Rules:**
-- Name each component (never "Module 1, Module 2" — use benefit names)
-- Assign individual values (must be defensible — what would it cost separately?)
-- Describe the outcome, not the content
-
-**Pattern:**
-```
-What you get:
-
-✓ [Component Name] — [what it does for them] (Value: R$X)
-  [1-line fascination about the most valuable thing inside]
-
-✓ [Component Name] — [what it does for them] (Value: R$X)
-  [1-line fascination]
-
-✓ [Component Name] — [what it does for them] (Value: R$X)
-  [1-line fascination]
-
-Total value: R$[sum]
-```
-
-**Example:**
-```
-What you get:
-
-✓ The Complete Protocol Guide — 21 days mapped out step-by-step, zero guesswork (Value: R$497)
-  Includes the exact morning sequence that resets your metabolic thermostat in 7 days
-
-✓ The Metabolic Tracker App — scan any meal, see your thermostat score in real time (Value: R$297)
-  The same tool used by our 14,000 private clinic patients
-
-✓ The Recipe Library — 84 protocol-compatible meals, 15 minutes or less each (Value: R$197)
-  No exotic ingredients — built from a standard Brazilian supermarket list
-
-Total value: R$991
-```
-
-**Anti-pattern:**
-```
-What you get:
-- 40 video lessons
-- PDF workbook
-- Certificate of completion
-```
-Why it fails: No value assigned, no benefit description, content-focused not outcome-focused.
-
-### 3. Bonus Strategy
-
-Every bonus must serve exactly ONE of these three purposes:
-
-| Purpose | What it does | Example |
-|---|---|---|
-| **Accelerate the result** | Gets them to the outcome faster | "The Quick-Start Checklist — implement the core protocol in 48 hours instead of 7 days" |
-| **Solve a future problem** | Handles the "what happens after" objection | "The Maintenance Blueprint — keep your results after the 21 days end" |
-| **Break a specific objection** | Removes a reason NOT to buy | "The Travel Protocol — how to stay on track when you're away from home" |
-
-**Pattern:**
-```
-BONUS 1: [Name] (Value: R$X) — FREE
-[1-line: what it does + which purpose it serves]
-
-BONUS 2: [Name] (Value: R$X) — FREE
-[1-line: what it does + which purpose it serves]
-```
-
-**Anti-pattern bonuses:**
-- "Bonus: Access to our community" → Not a bonus, it's a feature. What specific outcome does the community provide?
-- "Bonus: 3 extra video lessons" → Content, not outcome. What do the lessons achieve?
-- "Bonus: Free e-book about marketing" → Unrelated to the main offer. Bonuses must extend the core promise.
-
-### 4. Reason Why
-
-Give an honest, specific reason for the price or the deal. The prospect's subconscious asks "why is this so cheap?" — if you don't answer it, they assume the product is low quality.
-
-**Good Reason Whys:**
-- "This is the first time I'm offering this outside my R$5,000 private consulting program — I want 1,000 people to prove the results before I raise the price."
-- "I'm launching this in Brazil before the US market. Early adopters get the introductory price. When I launch in English, this will be $297 USD."
-- "This was originally a R$2,400 live workshop. I recorded it and made it self-paced — so I can offer it at a fraction of the price because I don't have venue and travel costs."
-
-**Bad Reason Whys:**
-- "Because we care about you!" → Not a reason, it's a platitude.
-- No reason at all → The prospect fills the gap with "it must not be worth much."
-
-### 5. Guarantee
-
-Remove 100% of the risk from the buyer. The stronger the guarantee, the higher the conversion.
-
-**Guarantee tiers:**
-
-| Tier | What it says | When to use |
-|---|---|---|
-| **30-day refund** | "Try it for 30 days. If you're not satisfied, full refund." | Standard — works for most products |
-| **Result-based** | "Follow the protocol for 21 days. If you don't see measurable results, I'll refund everything." | Strongest — use when you're confident in the product |
-| **Double guarantee** | "If it doesn't work, I'll refund your money AND give you R$100 for wasting your time." | Bold — use only when you have track record data |
-| **Keep everything** | "If you want a refund, keep all the materials. I don't want your money if you're not happy." | Trust-building — works when price is under R$200 |
-
-**Pattern:**
-> "**My Zero-Risk Guarantee:** Use the entire [Product Name] for [timeframe]. Follow the [method/protocol]. If you don't [specific result], send me one email and I'll refund every centavo. No questions, no forms, no awkward conversations. You keep everything."
-
-**Anti-pattern:**
-> "No refunds. All sales are final." → Dramatically increases objection weight. The prospect bears ALL the risk.
-
----
-
-## Price presentation patterns
-
-### The "not / not / but" pattern
-> "You won't pay R$1,288.
-> You won't even pay R$497.
-> Today, you invest just R$97."
-
-### The daily cost reframe
-> "R$97 divided by 21 days = R$4.62 per day. Less than a cafezinho."
-
-### The "what it costs NOT to act" pattern
-> "How much have you already spent on diets that didn't work? R$500? R$2,000? R$5,000?
-> The real cost isn't the money — it's another year feeling the same way.
-> R$97 to finally fix it. That's the math."
-
-### Anti-pattern: price presentation
-> "Buy now for R$97!" → No anchoring, no reframe, no context. The price sits alone without justification.
-
----
-
-## Complete offer section template
-
-```markdown
-## Everything you get today
-
-✓ **[Main Product Name]** — [benefit, not description] (Value: R$X)
-  [Fascination bullet]
-
-✓ **[Component 2]** — [benefit] (Value: R$X)
-  [Fascination bullet]
-
-✓ **[Component 3]** — [benefit] (Value: R$X)
-  [Fascination bullet]
-
----
-
-### Bonuses (included FREE today)
-
-🎁 **BONUS 1: [Name]** — [purpose: accelerate / future-proof / break objection] (Value: R$X)
-🎁 **BONUS 2: [Name]** — [purpose] (Value: R$X)
-🎁 **BONUS 3: [Name]** — [purpose] (Value: R$X)
-
----
-
-**Total value: R$[sum]**
-
-~~R$[crossed out middle price]~~
-
-### Today: R$[final price]
-
-[Reason Why — 1-2 sentences explaining the price]
-
-[CTA BUTTON — benefit-framed: "Start My [Protocol/System] Now"]
-
----
-
-**[Guarantee Name]:** [Full guarantee text — specific timeframe, specific condition, specific refund process]
-```
+---
+name: offer-structure-reference
+description: Irresistible offer construction — value anchoring, bonus strategy, reason why, and guarantee frameworks. Loaded by @copywriter when writing offer/pricing sections.
+---
+
+# Irresistible Offer Structure
+
+## The core principle
+
+An irresistible offer makes the prospect feel **stupid to refuse**. It's not about lowering the price — it's about making the value so disproportionate to the price that buying is the only logical choice.
+
+---
+
+## The 5 components (in order)
+
+### 1. Value Anchoring
+
+Compare the price to something much more expensive that solves the same problem.
+
+**Pattern:**
+> "Working with a private [professional] costs [high price] per [time].
+> A [alternative solution] runs [medium price] per [time].
+> The [Product Name] gives you [same or better result] for [low price] — one time."
+
+**Example — Health:**
+> "A nutritionist consultation costs R$350 per session — and you'd need at least 8 sessions (R$2,800) to build a complete protocol.
+> A personalized meal plan from a dietitian runs R$1,200.
+> The Morning Reset Protocol gives you the complete 21-day system, the tracker app, and direct support — for R$97. One time."
+
+**Example — Business:**
+> "Hiring a copywriter to write one sales page costs between R$5,000 and R$15,000.
+> A marketing agency charges R$3,000/month minimum.
+> The Silent Funnel Blueprint gives you the exact templates, scripts, and funnel structure that generated R$2.3M in the last 18 months — for R$497."
+
+**Anti-pattern:**
+> "Our product costs R$97. That's affordable!" — No anchoring. "Affordable" is an opinion, not a comparison.
+
+### 2. Component Stacking
+
+List what's included — each component is named, valued, and benefit-described.
+
+**Rules:**
+- Name each component (never "Module 1, Module 2" — use benefit names)
+- Assign individual values (must be defensible — what would it cost separately?)
+- Describe the outcome, not the content
+
+**Pattern:**
+```
+What you get:
+
+✓ [Component Name] — [what it does for them] (Value: R$X)
+  [1-line fascination about the most valuable thing inside]
+
+✓ [Component Name] — [what it does for them] (Value: R$X)
+  [1-line fascination]
+
+✓ [Component Name] — [what it does for them] (Value: R$X)
+  [1-line fascination]
+
+Total value: R$[sum]
+```
+
+**Example:**
+```
+What you get:
+
+✓ The Complete Protocol Guide — 21 days mapped out step-by-step, zero guesswork (Value: R$497)
+  Includes the exact morning sequence that resets your metabolic thermostat in 7 days
+
+✓ The Metabolic Tracker App — scan any meal, see your thermostat score in real time (Value: R$297)
+  The same tool used by our 14,000 private clinic patients
+
+✓ The Recipe Library — 84 protocol-compatible meals, 15 minutes or less each (Value: R$197)
+  No exotic ingredients — built from a standard Brazilian supermarket list
+
+Total value: R$991
+```
+
+**Anti-pattern:**
+```
+What you get:
+- 40 video lessons
+- PDF workbook
+- Certificate of completion
+```
+Why it fails: No value assigned, no benefit description, content-focused not outcome-focused.
+
+### 3. Bonus Strategy
+
+Every bonus must serve exactly ONE of these three purposes:
+
+| Purpose | What it does | Example |
+|---|---|---|
+| **Accelerate the result** | Gets them to the outcome faster | "The Quick-Start Checklist — implement the core protocol in 48 hours instead of 7 days" |
+| **Solve a future problem** | Handles the "what happens after" objection | "The Maintenance Blueprint — keep your results after the 21 days end" |
+| **Break a specific objection** | Removes a reason NOT to buy | "The Travel Protocol — how to stay on track when you're away from home" |
+
+**Pattern:**
+```
+BONUS 1: [Name] (Value: R$X) — FREE
+[1-line: what it does + which purpose it serves]
+
+BONUS 2: [Name] (Value: R$X) — FREE
+[1-line: what it does + which purpose it serves]
+```
+
+**Anti-pattern bonuses:**
+- "Bonus: Access to our community" → Not a bonus, it's a feature. What specific outcome does the community provide?
+- "Bonus: 3 extra video lessons" → Content, not outcome. What do the lessons achieve?
+- "Bonus: Free e-book about marketing" → Unrelated to the main offer. Bonuses must extend the core promise.
+
+### 4. Reason Why
+
+Give an honest, specific reason for the price or the deal. The prospect's subconscious asks "why is this so cheap?" — if you don't answer it, they assume the product is low quality.
+
+**Good Reason Whys:**
+- "This is the first time I'm offering this outside my R$5,000 private consulting program — I want 1,000 people to prove the results before I raise the price."
+- "I'm launching this in Brazil before the US market. Early adopters get the introductory price. When I launch in English, this will be $297 USD."
+- "This was originally a R$2,400 live workshop. I recorded it and made it self-paced — so I can offer it at a fraction of the price because I don't have venue and travel costs."
+
+**Bad Reason Whys:**
+- "Because we care about you!" → Not a reason, it's a platitude.
+- No reason at all → The prospect fills the gap with "it must not be worth much."
+
+### 5. Guarantee
+
+Remove 100% of the risk from the buyer. The stronger the guarantee, the higher the conversion.
+
+**Guarantee tiers:**
+
+| Tier | What it says | When to use |
+|---|---|---|
+| **30-day refund** | "Try it for 30 days. If you're not satisfied, full refund." | Standard — works for most products |
+| **Result-based** | "Follow the protocol for 21 days. If you don't see measurable results, I'll refund everything." | Strongest — use when you're confident in the product |
+| **Double guarantee** | "If it doesn't work, I'll refund your money AND give you R$100 for wasting your time." | Bold — use only when you have track record data |
+| **Keep everything** | "If you want a refund, keep all the materials. I don't want your money if you're not happy." | Trust-building — works when price is under R$200 |
+
+**Pattern:**
+> "**My Zero-Risk Guarantee:** Use the entire [Product Name] for [timeframe]. Follow the [method/protocol]. If you don't [specific result], send me one email and I'll refund every centavo. No questions, no forms, no awkward conversations. You keep everything."
+
+**Anti-pattern:**
+> "No refunds. All sales are final." → Dramatically increases objection weight. The prospect bears ALL the risk.
+
+---
+
+## Price presentation patterns
+
+### The "not / not / but" pattern
+> "You won't pay R$1,288.
+> You won't even pay R$497.
+> Today, you invest just R$97."
+
+### The daily cost reframe
+> "R$97 divided by 21 days = R$4.62 per day. Less than a cafezinho."
+
+### The "what it costs NOT to act" pattern
+> "How much have you already spent on diets that didn't work? R$500? R$2,000? R$5,000?
+> The real cost isn't the money — it's another year feeling the same way.
+> R$97 to finally fix it. That's the math."
+
+### Anti-pattern: price presentation
+> "Buy now for R$97!" → No anchoring, no reframe, no context. The price sits alone without justification.
+
+---
+
+## Complete offer section template
+
+```markdown
+## Everything you get today
+
+✓ **[Main Product Name]** — [benefit, not description] (Value: R$X)
+  [Fascination bullet]
+
+✓ **[Component 2]** — [benefit] (Value: R$X)
+  [Fascination bullet]
+
+✓ **[Component 3]** — [benefit] (Value: R$X)
+  [Fascination bullet]
+
+---
+
+### Bonuses (included FREE today)
+
+🎁 **BONUS 1: [Name]** — [purpose: accelerate / future-proof / break objection] (Value: R$X)
+🎁 **BONUS 2: [Name]** — [purpose] (Value: R$X)
+🎁 **BONUS 3: [Name]** — [purpose] (Value: R$X)
+
+---
+
+**Total value: R$[sum]**
+
+~~R$[crossed out middle price]~~
+
+### Today: R$[final price]
+
+[Reason Why — 1-2 sentences explaining the price]
+
+[CTA BUTTON — benefit-framed: "Start My [Protocol/System] Now"]
+
+---
+
+**[Guarantee Name]:** [Full guarantee text — specific timeframe, specific condition, specific refund process]
+```