@jaimevalasek/aioson 1.7.2 → 1.9.0

package/template/.aioson/skills/marketing/references/pms-research.md

@@ -1,193 +1,193 @@
----
-name: pms-research-reference
-description: PMS (Problems, Myths, Dreams) research framework — structured audience intelligence before writing copy. Loaded by @copywriter during Phase 3 research.
----
-
-# PMS Research — Problems, Myths/Lies, Dreams
-
-## What is PMS?
-
-PMS is the foundational audience research framework for direct response marketing. Before writing a single word of copy, map the prospect's:
-
-- **P — Problems (Problemas):** What frustrates them daily? What have they tried that failed?
-- **M — Myths & Lies (Mitos e Mentiras):** What do they believe that isn't true? What has the industry told them that keeps them stuck?
-- **S — Dreams (Sonhos):** What do they actually want? What does their ideal outcome look like in specific terms?
-
-Copy that mirrors PMS back to the prospect in their OWN vocabulary converts. Copy that uses marketing speak doesn't.
-
----
-
-## Where to research PMS
-
-### Tier 1 — High-signal sources (use first)
-
-| Source | What to capture | How to search |
-|---|---|---|
-| **Amazon reviews** (books in the niche) | Exact phrases describing pain, disappointment, and transformation. 1-star reviews = problems. 5-star reviews = dreams. | Search Amazon for "[topic] book", read reviews of top 5 books |
-| **Reddit** | Anonymous, unfiltered language about real problems. Subreddits are niche-specific goldmines. | Search `site:reddit.com "[problem]"` or browse r/[niche] |
-| **YouTube comments** | What people say under popular videos about the topic — their questions reveal gaps, their complaints reveal objections. | Find top 5 videos on the topic, read top 50 comments each |
-| **Google autocomplete** | What real people are typing — reveals questions, comparisons, and pain language. | Type "[topic] why..." / "[topic] how to..." / "[topic] vs..." |
-
-### Tier 2 — Competitive intelligence
-
-| Source | What to capture |
-|---|---|
-| **Competitor sales pages** | What promises they make, what language they use, what objections they address |
-| **Competitor reviews/testimonials** | The words THEIR customers use to describe results |
-| **Facebook Groups** | Questions members ask = problems. Complaints = myths. Success posts = dreams. |
-| **Quora** | Longer-form problem descriptions with emotional context |
-
-### Tier 3 — Data validation
-
-| Source | What to capture |
-|---|---|
-| **Google Trends** | Is interest rising or falling? Seasonal patterns? |
-| **Industry reports / studies** | Specific numbers to anchor claims |
-| **Forum/community polls** | Quantified pain points |
-
----
-
-## PMS mapping template
-
-After research, fill this structure:
-
-```markdown
-## PMS Map — [Audience / Niche]
-
-### P — Problems (what keeps them up at night)
-
-1. **[Problem in their words]**
-   - Frequency: how often mentioned across sources
-   - Emotional weight: frustration / shame / anger / fear
-   - Quote: "[exact quote from source]" — [source]
-
-2. **[Problem 2]**
-   - ...
-
-3. **[Problem 3]**
-   - ...
-
-### M — Myths & Lies (what they believe that isn't true)
-
-1. **"[Myth in their words]"**
-   - Why they believe it: [who told them / cultural context]
-   - The truth: [what's actually correct]
-   - Copy angle: how to address this without insulting them
-
-2. **"[Myth 2]"**
-   - ...
-
-### S — Dreams (what they actually want)
-
-1. **[Dream in their words]**
-   - Specificity: how concretely can they describe it?
-   - Emotional core: freedom / status / safety / belonging / health
-   - Quote: "[exact quote]" — [source]
-
-2. **[Dream 2]**
-   - ...
-
-### Vocabulary Bank
-Words and phrases the audience uses repeatedly:
-- "[phrase 1]"
-- "[phrase 2]"
-- "[phrase 3]"
-- ...
-
-### Primary Objections (derived from PMS)
-1. [Objection]: derived from [Problem/Myth]
-2. [Objection]: derived from [Problem/Myth]
-```
-
----
-
-## Example: Complete PMS map — Weight loss niche
-
-### P — Problems
-
-1. **"I lose 5 kg and then gain 7 back"**
-   - Frequency: mentioned in 80%+ of diet book reviews
-   - Emotional weight: shame + frustration
-   - Quote: "Every January I start a new diet. By March I've gained everything back plus more. I'm tired of the cycle." — Amazon review, The Obesity Code
-
-2. **"I don't have time to cook special meals"**
-   - Frequency: top 3 complaint in fitness subreddits
-   - Emotional weight: guilt (they feel they "should" have time)
-   - Quote: "I work 10 hours, have 2 kids. When am I supposed to meal prep for 3 hours on Sunday?" — r/loseit
-
-3. **"I've spent thousands on nutritionists and nothing sticks"**
-   - Frequency: common in 2-3 star Amazon reviews
-   - Emotional weight: anger at the industry + hopelessness
-   - Quote: "R$350 per session, 6 months, and I'm exactly where I started. Expensive failure." — Google review of nutrition clinic
-
-### M — Myths & Lies
-
-1. **"Calories in, calories out is all that matters"**
-   - Why they believe it: every doctor, trainer, and magazine says it
-   - The truth: hormonal and metabolic factors (insulin, cortisol, thyroid) play a dominant role
-   - Copy angle: "Your doctor meant well — but the calorie model was debunked by [study]"
-
-2. **"You need to exercise more to lose weight"**
-   - Why they believe it: fitness industry profits from this belief
-   - The truth: exercise is excellent for health but accounts for only 10-15% of caloric expenditure
-   - Copy angle: "What if the gym was the wrong battle?" (challenge without shaming)
-
-3. **"Eating fat makes you fat"**
-   - Why they believe it: 1990s nutritional guidelines, still culturally embedded
-   - The truth: healthy fats are essential for metabolic function; sugar is the bigger driver
-   - Copy angle: "The 1992 food pyramid was based on politics, not science"
-
-### S — Dreams
-
-1. **"I want to eat without guilt"**
-   - Specificity: very concrete — they imagine a dinner where they enjoy food without counting
-   - Emotional core: freedom
-   - Quote: "I just want to sit at a restaurant with my husband and order what I actually want without calculating macros in my head." — Reddit
-
-2. **"I want to look good in photos again"**
-   - Specificity: tied to a specific event or situation (beach, wedding, reunion)
-   - Emotional core: belonging / status
-   - Quote: "My daughter's wedding is in 6 months. I don't want to hate every photo." — Facebook group
-
-3. **"I want energy to play with my kids"**
-   - Specificity: physical activity with children, keeping up
-   - Emotional core: love / fear of missing out on family life
-   - Quote: "My 6-year-old asked me to run with him and I couldn't keep up for 2 minutes. That was my wake-up call." — YouTube comment
-
-### Vocabulary Bank
-- "yo-yo dieting"
-- "nothing works for me"
-- "slow metabolism"
-- "food guilt"
-- "cheat day"
-- "I've tried everything"
-- "my body fights against me"
-- "I just want to feel normal"
-- "tired of the cycle"
-
-### Primary Objections
-1. "I've tried everything and nothing works" → derived from Problem 1
-2. "I don't have time for this" → derived from Problem 2
-3. "How is this different from the last thing I tried?" → derived from Problem 3 + Myth 1
-
----
-
-## How PMS maps to the 5 Acts
-
-| PMS element | Where it appears in the 5 Acts |
-|---|---|
-| Problems | Act 1 (Lead hook — name their pain), Act 3 (Mechanism — why they failed) |
-| Myths | Act 3 (Mechanism — invalidate the old belief), Act 5 (FAQ — handle objections) |
-| Dreams | Act 1 (Lead — promise the dream), Act 4 (Offer — the product delivers the dream), Act 5 (Two Paths — visualize the dream vs. staying stuck) |
-| Vocabulary | Everywhere — use their exact words, not marketing speak |
-
----
-
-## PMS research rules
-
-1. **Spend 30-60 minutes max** on PMS research. Depth comes from quality of sources, not quantity.
-2. **Capture exact quotes** — verbatim language is gold. Paraphrasing dilutes the power.
-3. **3 problems, 3 myths, 3 dreams minimum** — if you can't find 3 of each, the niche research isn't deep enough.
-4. **Prioritize by emotional weight** — the problem that causes the most shame/frustration is usually the best lead hook.
-5. **Save to `researchs/{slug}/pms-map-{date}.md`** for reuse by other agents.
-6. **If web search is unavailable:** use LLM knowledge to construct a provisional PMS map. Mark it as `[inferred — not validated]` and recommend the user validate with real audience data.
+---
+name: pms-research-reference
+description: PMS (Problems, Myths, Dreams) research framework — structured audience intelligence before writing copy. Loaded by @copywriter during Phase 3 research.
+---
+
+# PMS Research — Problems, Myths/Lies, Dreams
+
+## What is PMS?
+
+PMS is the foundational audience research framework for direct response marketing. Before writing a single word of copy, map the prospect's:
+
+- **P — Problems (Problemas):** What frustrates them daily? What have they tried that failed?
+- **M — Myths & Lies (Mitos e Mentiras):** What do they believe that isn't true? What has the industry told them that keeps them stuck?
+- **S — Dreams (Sonhos):** What do they actually want? What does their ideal outcome look like in specific terms?
+
+Copy that mirrors PMS back to the prospect in their OWN vocabulary converts. Copy that uses marketing speak doesn't.
+
+---
+
+## Where to research PMS
+
+### Tier 1 — High-signal sources (use first)
+
+| Source | What to capture | How to search |
+|---|---|---|
+| **Amazon reviews** (books in the niche) | Exact phrases describing pain, disappointment, and transformation. 1-star reviews = problems. 5-star reviews = dreams. | Search Amazon for "[topic] book", read reviews of top 5 books |
+| **Reddit** | Anonymous, unfiltered language about real problems. Subreddits are niche-specific goldmines. | Search `site:reddit.com "[problem]"` or browse r/[niche] |
+| **YouTube comments** | What people say under popular videos about the topic — their questions reveal gaps, their complaints reveal objections. | Find top 5 videos on the topic, read top 50 comments each |
+| **Google autocomplete** | What real people are typing — reveals questions, comparisons, and pain language. | Type "[topic] why..." / "[topic] how to..." / "[topic] vs..." |
+
+### Tier 2 — Competitive intelligence
+
+| Source | What to capture |
+|---|---|
+| **Competitor sales pages** | What promises they make, what language they use, what objections they address |
+| **Competitor reviews/testimonials** | The words THEIR customers use to describe results |
+| **Facebook Groups** | Questions members ask = problems. Complaints = myths. Success posts = dreams. |
+| **Quora** | Longer-form problem descriptions with emotional context |
+
+### Tier 3 — Data validation
+
+| Source | What to capture |
+|---|---|
+| **Google Trends** | Is interest rising or falling? Seasonal patterns? |
+| **Industry reports / studies** | Specific numbers to anchor claims |
+| **Forum/community polls** | Quantified pain points |
+
+---
+
+## PMS mapping template
+
+After research, fill this structure:
+
+```markdown
+## PMS Map — [Audience / Niche]
+
+### P — Problems (what keeps them up at night)
+
+1. **[Problem in their words]**
+   - Frequency: how often mentioned across sources
+   - Emotional weight: frustration / shame / anger / fear
+   - Quote: "[exact quote from source]" — [source]
+
+2. **[Problem 2]**
+   - ...
+
+3. **[Problem 3]**
+   - ...
+
+### M — Myths & Lies (what they believe that isn't true)
+
+1. **"[Myth in their words]"**
+   - Why they believe it: [who told them / cultural context]
+   - The truth: [what's actually correct]
+   - Copy angle: how to address this without insulting them
+
+2. **"[Myth 2]"**
+   - ...
+
+### S — Dreams (what they actually want)
+
+1. **[Dream in their words]**
+   - Specificity: how concretely can they describe it?
+   - Emotional core: freedom / status / safety / belonging / health
+   - Quote: "[exact quote]" — [source]
+
+2. **[Dream 2]**
+   - ...
+
+### Vocabulary Bank
+Words and phrases the audience uses repeatedly:
+- "[phrase 1]"
+- "[phrase 2]"
+- "[phrase 3]"
+- ...
+
+### Primary Objections (derived from PMS)
+1. [Objection]: derived from [Problem/Myth]
+2. [Objection]: derived from [Problem/Myth]
+```
+
+---
+
+## Example: Complete PMS map — Weight loss niche
+
+### P — Problems
+
+1. **"I lose 5 kg and then gain 7 back"**
+   - Frequency: mentioned in 80%+ of diet book reviews
+   - Emotional weight: shame + frustration
+   - Quote: "Every January I start a new diet. By March I've gained everything back plus more. I'm tired of the cycle." — Amazon review, The Obesity Code
+
+2. **"I don't have time to cook special meals"**
+   - Frequency: top 3 complaint in fitness subreddits
+   - Emotional weight: guilt (they feel they "should" have time)
+   - Quote: "I work 10 hours, have 2 kids. When am I supposed to meal prep for 3 hours on Sunday?" — r/loseit
+
+3. **"I've spent thousands on nutritionists and nothing sticks"**
+   - Frequency: common in 2-3 star Amazon reviews
+   - Emotional weight: anger at the industry + hopelessness
+   - Quote: "R$350 per session, 6 months, and I'm exactly where I started. Expensive failure." — Google review of nutrition clinic
+
+### M — Myths & Lies
+
+1. **"Calories in, calories out is all that matters"**
+   - Why they believe it: every doctor, trainer, and magazine says it
+   - The truth: hormonal and metabolic factors (insulin, cortisol, thyroid) play a dominant role
+   - Copy angle: "Your doctor meant well — but the calorie model was debunked by [study]"
+
+2. **"You need to exercise more to lose weight"**
+   - Why they believe it: fitness industry profits from this belief
+   - The truth: exercise is excellent for health but accounts for only 10-15% of caloric expenditure
+   - Copy angle: "What if the gym was the wrong battle?" (challenge without shaming)
+
+3. **"Eating fat makes you fat"**
+   - Why they believe it: 1990s nutritional guidelines, still culturally embedded
+   - The truth: healthy fats are essential for metabolic function; sugar is the bigger driver
+   - Copy angle: "The 1992 food pyramid was based on politics, not science"
+
+### S — Dreams
+
+1. **"I want to eat without guilt"**
+   - Specificity: very concrete — they imagine a dinner where they enjoy food without counting
+   - Emotional core: freedom
+   - Quote: "I just want to sit at a restaurant with my husband and order what I actually want without calculating macros in my head." — Reddit
+
+2. **"I want to look good in photos again"**
+   - Specificity: tied to a specific event or situation (beach, wedding, reunion)
+   - Emotional core: belonging / status
+   - Quote: "My daughter's wedding is in 6 months. I don't want to hate every photo." — Facebook group
+
+3. **"I want energy to play with my kids"**
+   - Specificity: physical activity with children, keeping up
+   - Emotional core: love / fear of missing out on family life
+   - Quote: "My 6-year-old asked me to run with him and I couldn't keep up for 2 minutes. That was my wake-up call." — YouTube comment
+
+### Vocabulary Bank
+- "yo-yo dieting"
+- "nothing works for me"
+- "slow metabolism"
+- "food guilt"
+- "cheat day"
+- "I've tried everything"
+- "my body fights against me"
+- "I just want to feel normal"
+- "tired of the cycle"
+
+### Primary Objections
+1. "I've tried everything and nothing works" → derived from Problem 1
+2. "I don't have time for this" → derived from Problem 2
+3. "How is this different from the last thing I tried?" → derived from Problem 3 + Myth 1
+
+---
+
+## How PMS maps to the 5 Acts
+
+| PMS element | Where it appears in the 5 Acts |
+|---|---|
+| Problems | Act 1 (Lead hook — name their pain), Act 3 (Mechanism — why they failed) |
+| Myths | Act 3 (Mechanism — invalidate the old belief), Act 5 (FAQ — handle objections) |
+| Dreams | Act 1 (Lead — promise the dream), Act 4 (Offer — the product delivers the dream), Act 5 (Two Paths — visualize the dream vs. staying stuck) |
+| Vocabulary | Everywhere — use their exact words, not marketing speak |
+
+---
+
+## PMS research rules
+
+1. **Spend 30-60 minutes max** on PMS research. Depth comes from quality of sources, not quantity.
+2. **Capture exact quotes** — verbatim language is gold. Paraphrasing dilutes the power.
+3. **3 problems, 3 myths, 3 dreams minimum** — if you can't find 3 of each, the niche research isn't deep enough.
+4. **Prioritize by emotional weight** — the problem that causes the most shame/frustration is usually the best lead hook.
+5. **Save to `researchs/{slug}/pms-map-{date}.md`** for reuse by other agents.
+6. **If web search is unavailable:** use LLM knowledge to construct a provisional PMS map. Mark it as `[inferred — not validated]` and recommend the user validate with real audience data.