@jaimevalasek/aioson 1.7.2 → 1.9.0

package/template/.aioson/skills/marketing/references/patterns.md

@@ -1,218 +1,218 @@
----
-name: copy-patterns-reference
-description: Proven copy patterns — headline formulas, CTA patterns, social proof formats, section copy structures. Loaded by @copywriter when writing any marketing/sales page.
----
-
-# Copy Patterns — What Works and Why
-
-## 1. Headline patterns
-
-### Pattern 1: Result + Timeframe + Objection Killer
-> "[Achieve specific result] in [timeframe] — even if [main objection]"
-
-**Examples:**
-- "Get 20 new clients in 30 days — even if you have zero followers and hate selling"
-- "Speak conversational Spanish in 90 days — even if you failed every language class in school"
-- "Build a 6-figure freelance business in 6 months — even if you've never had a single client"
-
-**Why it works:** Promises a specific outcome, sets a deadline (urgency + believability), and preemptively kills the #1 reason they'd scroll past.
-
-### Pattern 2: The Curious Discovery
-> "The [adjective] [thing] that [produces unexpected result]"
-
-**Examples:**
-- "The 30-second morning ritual that shrinks waist measurements in 14 days"
-- "The forgotten 1947 sales technique that outperforms modern AI copy 4:1"
-- "The single LinkedIn setting that 94% of professionals leave turned off — and it's costing them job offers"
-
-**Why it works:** Creates a curiosity gap. The reader must consume the content to satisfy the itch.
-
-### Pattern 3: Bold Claim + Proof Anchor
-> "[Bold promise]. [Specific proof point that makes it credible]."
-
-**Examples:**
-- "We helped 14,000 patients reverse metabolic syndrome. Without a single prescription."
-- "Our students have generated R$47M in combined revenue. Here's the system they all used."
-- "93% of our graduates get hired within 60 days. Here's why."
-
-**Why it works:** Bold claim alone = skepticism. Bold claim + specific number = curiosity + "maybe this is real."
-
-### Pattern 4: "How to" + Eliminate the Pain
-> "How to [desired result] without [painful thing they hate doing]"
-
-**Examples:**
-- "How to fill your calendar with qualified leads without cold calling, networking events, or posting daily content"
-- "How to lose 10 kg without giving up carbs, counting calories, or spending hours at the gym"
-- "How to launch a SaaS product without writing code, hiring developers, or spending 6 months building"
-
-### Pattern 5: The Question That Hits Home
-> "[Question that describes their exact situation]?"
-
-**Examples:**
-- "Still paying R$3,000/month for a marketing agency that can't explain where your leads come from?"
-- "Working 12-hour days and still can't afford to take a real vacation?"
-- "How many more diets will you start on Monday and quit by Wednesday?"
-
-**Why it works:** If the question describes their reality, they feel seen. Feeling seen = trust = continued reading.
-
-### Pattern 6: The New Category
-> "Introducing [New Category Name]: the [alternative] to [old way]"
-
-**Examples:**
-- "Introducing Metabolic Signaling: the alternative to calorie counting that actually lasts"
-- "Introducing Silent Funnels: client acquisition without content, cold outreach, or ads"
-- "Introducing Micro-SaaS Stacking: building income streams without raising capital or hiring teams"
-
----
-
-## 2. Subheadline patterns
-
-The subheadline qualifies the headline — who it's for, how it works at surface level.
-
-**Pattern: For [audience] who [situation]**
-- "For coaches, consultants, and service providers who are tired of trading time for money"
-- "For women over 40 who've tried every diet and feel like their body has given up"
-
-**Pattern: The [method] that [differentiator]**
-- "The 21-day protocol used by 14,000 patients — now available for home use"
-- "The exact funnel template responsible for R$2.3M in revenue — no tech skills required"
-
-**Pattern: Without [pain] / No [requirement]**
-- "No gym membership. No meal prep. No willpower required."
-- "Without posting daily. Without cold DMs. Without hiring an agency."
-
----
-
-## 3. Social proof patterns
-
-### The Specific Number Strip
-> "[Number] [people/companies] already [achieved result]"
-
-**Good:**
-- "14,237 professionals trained since 2019"
-- "R$47M in combined student revenue"
-- "4.9/5 average rating across 2,300 reviews"
-
-**Bad:**
-- "Thousands of satisfied customers" (vague)
-- "Trusted by many companies" (unmeasurable)
-
-### The Named Testimonial
-> "[Specific result] — [Name], [Role/Location]"
-
-**Good:**
-- "I went from 3 clients to 42 in 8 months — Fernanda Oliveira, Digital Strategist, São Paulo"
-- "Lost 12 kg in the first 21 days without changing what I eat — only when I eat — Carlos Mendes, 47, Engineer"
-
-**Bad:**
-- "Great product, loved it!" — J.S. (no specificity, initials only)
-- "Changed my life" — Anonymous (no detail, not credible)
-
-### The Logo Bar
-Show 5-8 client/media logos. If you don't have logos, use "As seen in" with publication names. If you don't have either, use specific numbers instead.
-
-### The Mini Case Study (3 lines)
-> **Before:** [situation before]
-> **After:** [situation after]
-> **Time:** [how long it took]
-
-**Example:**
-> **Before:** R$8,000/month, working 14-hour days, 3 clients
-> **After:** R$42,000/month, working 6 hours/day, 28 clients on autopilot
-> **Time:** 5 months with the Silent Funnel Blueprint
-
----
-
-## 4. CTA (Call to Action) patterns
-
-### Benefit-framed (always preferred)
-- "Start My 21-Day Reset"
-- "Get My Free Analysis"
-- "Download the Blueprint"
-- "See My Personalized Plan"
-- "Start Getting Clients Today"
-
-### Anti-pattern CTAs (never use)
-- "Submit" — sounds like surrendering
-- "Buy Now" — focuses on the cost, not the benefit
-- "Click Here" — meaningless
-- "Learn More" — weak commitment, delays action
-- "Sign Up" — bureaucratic
-
-### CTA supporting copy (below the button)
-- "Join 14,237 professionals who already use this system"
-- "30-day money-back guarantee — zero risk"
-- "Takes 2 minutes. No credit card required."
-- "You can cancel anytime. No questions asked."
-
----
-
-## 5. Section copy patterns
-
-### The "Why This Exists" section
-> "I created [Product] because [personal experience or observed problem].
-> After [working with X people / spending Y years], I saw the same pattern:
-> [The common mistake or gap].
-> [Product] fixes that — in [timeframe], not [longer alternative]."
-
-### The "How It Works" section (3 steps max)
-```
-Step 1: [Simple action] → [Immediate micro-result]
-Step 2: [Next action] → [Progress marker]
-Step 3: [Final action] → [The desired outcome]
-```
-
-**Example:**
-```
-Step 1: Take the 5-minute assessment → Get your personalized protocol
-Step 2: Follow the morning sequence for 21 days → Watch your markers change
-Step 3: Lock in maintenance mode → Keep your results permanently
-```
-
-**Anti-pattern:** More than 3 steps. If it looks complex, they won't start.
-
-### The "Who This Is For / Not For" section
-
-**Pattern:**
-```
-This is for you if:
-✓ [Qualifying statement that makes the ideal buyer feel seen]
-✓ [Another qualifier]
-✓ [Another qualifier]
-
-This is NOT for you if:
-✗ [Disqualifier that makes non-buyers self-select out]
-✗ [Disqualifier]
-```
-
-**Why it works:** Qualifying IN makes the right person feel like this was made for them. Qualifying OUT creates scarcity (not everyone can access this) and removes future complaints.
-
-### The FAQ section (objection handling)
-
-Every FAQ answer should follow: **Validate → Answer → Proof**
-
-**Example:**
-> **Q: "How is this different from other diet programs?"**
-> A: Fair question — you've probably tried programs that worked for 2 weeks and then stopped. The Morning Reset Protocol is different because it addresses the root cause (metabolic thermostat) instead of the symptom (calorie intake). That's why 78% of our participants maintain results after 12 months — not just the first 21 days.
-
-**Anti-pattern FAQ:**
-> **Q: "Is this good?"**
-> A: "Yes, it's great!" — Not a real objection, not a real answer.
-
----
-
-## 6. Congruence rule
-
-**The landing page must be a direct continuation of the ad that brought the visitor.**
-
-| Element | Ad | Landing Page |
-|---|---|---|
-| Promise | Same primary promise | Same words, expanded |
-| Tone | Conversational, urgent, etc. | Must match exactly |
-| Visual | Color palette, imagery style | Same or very similar |
-| Hook | The curiosity element | Resolved (or deepened) on the page |
-| CTA | Implied action | Explicit button |
-
-**Why:** If the ad says "discover the morning ritual that burns fat" and the landing page says "Welcome to our health platform," the prospect feels bait-and-switched. Their guard goes UP, not down.
-
-**Implementation note for @copywriter:** If the user provides ad copy or context, extract the promise, tone, and hook — and ensure the landing page mirrors them. If no ad context is provided, note it in the copy document as `[Congruence note: no ad context provided — landing page copy is standalone. When ads are created, align them to this page's hero headline and tone.]`
+---
+name: copy-patterns-reference
+description: Proven copy patterns — headline formulas, CTA patterns, social proof formats, section copy structures. Loaded by @copywriter when writing any marketing/sales page.
+---
+
+# Copy Patterns — What Works and Why
+
+## 1. Headline patterns
+
+### Pattern 1: Result + Timeframe + Objection Killer
+> "[Achieve specific result] in [timeframe] — even if [main objection]"
+
+**Examples:**
+- "Get 20 new clients in 30 days — even if you have zero followers and hate selling"
+- "Speak conversational Spanish in 90 days — even if you failed every language class in school"
+- "Build a 6-figure freelance business in 6 months — even if you've never had a single client"
+
+**Why it works:** Promises a specific outcome, sets a deadline (urgency + believability), and preemptively kills the #1 reason they'd scroll past.
+
+### Pattern 2: The Curious Discovery
+> "The [adjective] [thing] that [produces unexpected result]"
+
+**Examples:**
+- "The 30-second morning ritual that shrinks waist measurements in 14 days"
+- "The forgotten 1947 sales technique that outperforms modern AI copy 4:1"
+- "The single LinkedIn setting that 94% of professionals leave turned off — and it's costing them job offers"
+
+**Why it works:** Creates a curiosity gap. The reader must consume the content to satisfy the itch.
+
+### Pattern 3: Bold Claim + Proof Anchor
+> "[Bold promise]. [Specific proof point that makes it credible]."
+
+**Examples:**
+- "We helped 14,000 patients reverse metabolic syndrome. Without a single prescription."
+- "Our students have generated R$47M in combined revenue. Here's the system they all used."
+- "93% of our graduates get hired within 60 days. Here's why."
+
+**Why it works:** Bold claim alone = skepticism. Bold claim + specific number = curiosity + "maybe this is real."
+
+### Pattern 4: "How to" + Eliminate the Pain
+> "How to [desired result] without [painful thing they hate doing]"
+
+**Examples:**
+- "How to fill your calendar with qualified leads without cold calling, networking events, or posting daily content"
+- "How to lose 10 kg without giving up carbs, counting calories, or spending hours at the gym"
+- "How to launch a SaaS product without writing code, hiring developers, or spending 6 months building"
+
+### Pattern 5: The Question That Hits Home
+> "[Question that describes their exact situation]?"
+
+**Examples:**
+- "Still paying R$3,000/month for a marketing agency that can't explain where your leads come from?"
+- "Working 12-hour days and still can't afford to take a real vacation?"
+- "How many more diets will you start on Monday and quit by Wednesday?"
+
+**Why it works:** If the question describes their reality, they feel seen. Feeling seen = trust = continued reading.
+
+### Pattern 6: The New Category
+> "Introducing [New Category Name]: the [alternative] to [old way]"
+
+**Examples:**
+- "Introducing Metabolic Signaling: the alternative to calorie counting that actually lasts"
+- "Introducing Silent Funnels: client acquisition without content, cold outreach, or ads"
+- "Introducing Micro-SaaS Stacking: building income streams without raising capital or hiring teams"
+
+---
+
+## 2. Subheadline patterns
+
+The subheadline qualifies the headline — who it's for, how it works at surface level.
+
+**Pattern: For [audience] who [situation]**
+- "For coaches, consultants, and service providers who are tired of trading time for money"
+- "For women over 40 who've tried every diet and feel like their body has given up"
+
+**Pattern: The [method] that [differentiator]**
+- "The 21-day protocol used by 14,000 patients — now available for home use"
+- "The exact funnel template responsible for R$2.3M in revenue — no tech skills required"
+
+**Pattern: Without [pain] / No [requirement]**
+- "No gym membership. No meal prep. No willpower required."
+- "Without posting daily. Without cold DMs. Without hiring an agency."
+
+---
+
+## 3. Social proof patterns
+
+### The Specific Number Strip
+> "[Number] [people/companies] already [achieved result]"
+
+**Good:**
+- "14,237 professionals trained since 2019"
+- "R$47M in combined student revenue"
+- "4.9/5 average rating across 2,300 reviews"
+
+**Bad:**
+- "Thousands of satisfied customers" (vague)
+- "Trusted by many companies" (unmeasurable)
+
+### The Named Testimonial
+> "[Specific result] — [Name], [Role/Location]"
+
+**Good:**
+- "I went from 3 clients to 42 in 8 months — Fernanda Oliveira, Digital Strategist, São Paulo"
+- "Lost 12 kg in the first 21 days without changing what I eat — only when I eat — Carlos Mendes, 47, Engineer"
+
+**Bad:**
+- "Great product, loved it!" — J.S. (no specificity, initials only)
+- "Changed my life" — Anonymous (no detail, not credible)
+
+### The Logo Bar
+Show 5-8 client/media logos. If you don't have logos, use "As seen in" with publication names. If you don't have either, use specific numbers instead.
+
+### The Mini Case Study (3 lines)
+> **Before:** [situation before]
+> **After:** [situation after]
+> **Time:** [how long it took]
+
+**Example:**
+> **Before:** R$8,000/month, working 14-hour days, 3 clients
+> **After:** R$42,000/month, working 6 hours/day, 28 clients on autopilot
+> **Time:** 5 months with the Silent Funnel Blueprint
+
+---
+
+## 4. CTA (Call to Action) patterns
+
+### Benefit-framed (always preferred)
+- "Start My 21-Day Reset"
+- "Get My Free Analysis"
+- "Download the Blueprint"
+- "See My Personalized Plan"
+- "Start Getting Clients Today"
+
+### Anti-pattern CTAs (never use)
+- "Submit" — sounds like surrendering
+- "Buy Now" — focuses on the cost, not the benefit
+- "Click Here" — meaningless
+- "Learn More" — weak commitment, delays action
+- "Sign Up" — bureaucratic
+
+### CTA supporting copy (below the button)
+- "Join 14,237 professionals who already use this system"
+- "30-day money-back guarantee — zero risk"
+- "Takes 2 minutes. No credit card required."
+- "You can cancel anytime. No questions asked."
+
+---
+
+## 5. Section copy patterns
+
+### The "Why This Exists" section
+> "I created [Product] because [personal experience or observed problem].
+> After [working with X people / spending Y years], I saw the same pattern:
+> [The common mistake or gap].
+> [Product] fixes that — in [timeframe], not [longer alternative]."
+
+### The "How It Works" section (3 steps max)
+```
+Step 1: [Simple action] → [Immediate micro-result]
+Step 2: [Next action] → [Progress marker]
+Step 3: [Final action] → [The desired outcome]
+```
+
+**Example:**
+```
+Step 1: Take the 5-minute assessment → Get your personalized protocol
+Step 2: Follow the morning sequence for 21 days → Watch your markers change
+Step 3: Lock in maintenance mode → Keep your results permanently
+```
+
+**Anti-pattern:** More than 3 steps. If it looks complex, they won't start.
+
+### The "Who This Is For / Not For" section
+
+**Pattern:**
+```
+This is for you if:
+✓ [Qualifying statement that makes the ideal buyer feel seen]
+✓ [Another qualifier]
+✓ [Another qualifier]
+
+This is NOT for you if:
+✗ [Disqualifier that makes non-buyers self-select out]
+✗ [Disqualifier]
+```
+
+**Why it works:** Qualifying IN makes the right person feel like this was made for them. Qualifying OUT creates scarcity (not everyone can access this) and removes future complaints.
+
+### The FAQ section (objection handling)
+
+Every FAQ answer should follow: **Validate → Answer → Proof**
+
+**Example:**
+> **Q: "How is this different from other diet programs?"**
+> A: Fair question — you've probably tried programs that worked for 2 weeks and then stopped. The Morning Reset Protocol is different because it addresses the root cause (metabolic thermostat) instead of the symptom (calorie intake). That's why 78% of our participants maintain results after 12 months — not just the first 21 days.
+
+**Anti-pattern FAQ:**
+> **Q: "Is this good?"**
+> A: "Yes, it's great!" — Not a real objection, not a real answer.
+
+---
+
+## 6. Congruence rule
+
+**The landing page must be a direct continuation of the ad that brought the visitor.**
+
+| Element | Ad | Landing Page |
+|---|---|---|
+| Promise | Same primary promise | Same words, expanded |
+| Tone | Conversational, urgent, etc. | Must match exactly |
+| Visual | Color palette, imagery style | Same or very similar |
+| Hook | The curiosity element | Resolved (or deepened) on the page |
+| CTA | Implied action | Explicit button |
+
+**Why:** If the ad says "discover the morning ritual that burns fat" and the landing page says "Welcome to our health platform," the prospect feels bait-and-switched. Their guard goes UP, not down.
+
+**Implementation note for @copywriter:** If the user provides ad copy or context, extract the promise, tone, and hook — and ensure the landing page mirrors them. If no ad context is provided, note it in the copy document as `[Congruence note: no ad context provided — landing page copy is standalone. When ads are created, align them to this page's hero headline and tone.]`