@jaimevalasek/aioson 1.8.0 → 1.9.0

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

@@ -1,192 +1,192 @@
----
-name: fascinations-reference
-description: Fascinations (curiosity bullets) — high-converting bullet point formulas for offers, emails, and sales pages. Loaded by @copywriter when writing offer sections, bonus lists, or email subject lines.
----
-
-# Fascinations — Curiosity Bullets That Sell
-
-## What are fascinations?
-
-Fascinations are bullet points designed to create irresistible curiosity about the content inside a product. They don't describe what's inside — they make the reader NEED to know what's inside.
-
-The best fascination makes the prospect think: "I have to know this."
-The worst fascination makes them think: "I already know this."
-
----
-
-## The 12 formulas that work
-
-### 1. The Secret Of
-> "The secret of [desirable group] that allows them to [desirable result] — and how you can use it starting today"
-
-**Good:**
-- "The secret of Japanese women over 60 who maintain the metabolism of a 25-year-old — and the one ingredient they all consume before 7 AM"
-- "The secret freelancers earning R$30k/month use to find clients without a portfolio, a website, or a single social media post"
-
-**Bad:**
-- "The secret to success" (vague, no specificity)
-- "The secret of productivity" (abstract noun, no desired result)
-
-### 2. The Reason Why
-> "Why [common belief] is actually [counterintuitive truth] — and what to do instead"
-
-**Good:**
-- "Why drinking 8 glasses of water a day is actually making you MORE dehydrated — and the 3-ingredient drink that fixes it"
-- "Why posting every day on Instagram is killing your reach — and the 2-post-per-week strategy that outperforms daily posting by 340%"
-
-**Bad:**
-- "Why most people fail" (no specificity, overused)
-- "Why our product is different" (product-focused, not curiosity-focused)
-
-### 3. The Warning
-> "Warning: never [common action] until you [condition] — or you risk [consequence]"
-
-**Good:**
-- "Warning: never sign a commercial lease until you check clause 14.3 — or you could be locked into a 5-year obligation with no exit"
-- "Warning: never take vitamin D without this co-factor — Harvard researchers found it can actually INCREASE deficiency symptoms"
-
-**Bad:**
-- "Warning: don't miss this opportunity!" (fake urgency, no content)
-
-### 4. The Specific Number
-> "[Specific number] [things] that [produce specific result]"
-
-**Good:**
-- "The 3 foods that spike your cortisol by 47% when eaten after 6 PM — and the one swap that eliminates the spike completely"
-- "7 LinkedIn headline formulas that generated 12,000+ profile views in 30 days (I tested all 7 — #4 outperformed the rest by 3x)"
-- "The 11-minute evening routine that reduced insomnia in 78% of participants in a University of Zurich study"
-
-**Bad:**
-- "10 tips for better health" (generic, no specificity in the result)
-- "5 ways to make money" (vague outcome)
-
-### 5. The Unusual Ingredient
-> "The [unexpected thing] that [produces desired result] — discovered by [authority/source]"
-
-**Good:**
-- "The kitchen spice that dissolves 23% more arterial plaque than statins — according to a 2023 study from Johns Hopkins"
-- "The free Chrome extension that replaced my R$2,400/year email marketing tool — and actually converts better"
-- "The 1940s sales letter technique that still outperforms AI-generated copy by 4:1 in split tests"
-
-**Bad:**
-- "The amazing thing that will change your life" (no specificity)
-- "Our special ingredient" (hidden behind vagueness instead of curiosity)
-
-### 6. The Mistake
-> "The #1 mistake [audience] makes when [action] — and how it's costing you [specific loss]"
-
-**Good:**
-- "The #1 mistake new landlords make in month 2 that costs an average of R$14,000 in the first year — and the one-paragraph clause that prevents it"
-- "The warm-up mistake that 90% of runners make before every race — according to a biomechanics study, it increases injury risk by 34%"
-
-**Bad:**
-- "Common mistakes people make" (no specificity, no stakes)
-
-### 7. The Hidden Cause
-> "The hidden reason [bad thing happens] — and it's NOT [what they think]"
-
-**Good:**
-- "The hidden reason your Facebook ads stop working after 3 days — and it's NOT ad fatigue, audience saturation, or your creative"
-- "The hidden reason your back pain keeps coming back — it's NOT your posture, your mattress, or your core strength (page 47)"
-
-**Bad:**
-- "The real reason you're not succeeding" (vague, no specificity)
-
-### 8. The Time-Bound Result
-> "How to [achieve result] in [specific timeframe] — even if [objection]"
-
-**Good:**
-- "How to write a complete sales page in 90 minutes — even if you've never written a single line of copy in your life"
-- "How to go from 0 to 1,000 email subscribers in 14 days — even if you don't have a website, a product, or a social media following"
-
-**Bad:**
-- "How to get results fast" (no timeframe, no specificity)
-- "How to be successful" (no specific result)
-
-### 9. The Contrast
-> "Why [seemingly bad thing] works better than [seemingly good thing] for [result]"
-
-**Good:**
-- "Why an 'ugly' one-page website converts 3x more than a R$25,000 professionally designed site — and how to build one in 2 hours"
-- "Why walking 20 minutes beats running 60 minutes for fat loss — the metabolic math your trainer won't tell you"
-
-**Bad:**
-- "Why our thing is better than their thing" (comparative claim, not curiosity)
-
-### 10. The Forbidden Knowledge
-> "What [authority/industry] doesn't want you to know about [topic]"
-
-**Good:**
-- "What dermatologists privately admit about sunscreen that contradicts everything on their office pamphlets — and the one product they actually use on their own children"
-- "What your real estate agent is legally not allowed to tell you about neighborhood pricing — and how to find the data yourself in 5 minutes"
-
-**Bad:**
-- "What THEY don't want you to know" (conspiracy tone, no specificity)
-
-### 11. The Page Number / Location
-> "[Fascinating claim] — see page [X] / module [X] / minute [X]"
-
-**Good:**
-- "The exact email script that recovered R$47,000 in abandoned carts in one weekend — copy it word-for-word from page 34"
-- "The 4-word phrase that turns a 'maybe later' into a 'where do I sign?' — demonstrated live in Module 3, minute 12:45"
-
-**Why it works:** Implies the content is real, organized, and findable. Adds tangibility.
-
-### 12. The Paradox
-> "How [seemingly contradictory pair] produces [desirable result]"
-
-**Good:**
-- "How eating MORE fat made 2,400 study participants lose an average of 8.2 kg in 12 weeks — without hunger, without exercise, without counting a single calorie"
-- "How sending FEWER emails increased this e-commerce store's revenue by 61% — the 'less is more' sequence that defies marketing orthodoxy"
-
----
-
-## Fascination quality checklist
-
-Before using a fascination, verify:
-
-- [ ] **Specificity:** Does it contain at least one specific number, name, or detail?
-- [ ] **Curiosity gap:** Does it make the reader NEED to know the answer?
-- [ ] **Believability:** Is the claim bold but not absurd?
-- [ ] **Benefit clarity:** Is the desired outcome obvious?
-- [ ] **No spoiler:** Does it tease without revealing the answer?
-- [ ] **No filler words:** "Amazing," "incredible," "revolutionary" = filler. Cut them.
-
----
-
-## Anti-pattern collection: Fascinations that kill conversion
-
-### Generic fascinations (no curiosity gap)
-- "Learn about nutrition" → Who cares?
-- "Discover our features" → Feature-focused
-- "Get tips for your business" → Vague
-- "Everything you need to know about X" → Overused, no specificity
-
-### Spoiler fascinations (answer revealed = no reason to buy)
-- "Meditation reduces stress — and we'll show you how to meditate" → Already knows the method
-- "Drink more water to improve your skin" → Already knows the solution
-
-### Hype fascinations (unbelievable = ignored)
-- "The miracle molecule that cures ALL diseases"
-- "Make R$100,000 in your first month guaranteed"
-- "The secret that will make you a genius overnight"
-
-### Self-centered fascinations (about the product, not the prospect)
-- "Our award-winning platform"
-- "Built with cutting-edge technology"
-- "Trusted by industry leaders" (without naming them)
-
----
-
-## How many fascinations per section?
-
-| Context | Quantity |
-|---|---|
-| Offer section (what you get) | 5–8 bullets per component |
-| Bonus description | 3–4 bullets each |
-| Email subject line testing | Write 10, pick best 3 |
-| Sales page body | 1–2 per section as proof hooks |
-| VSL script | 3–5 sprinkled in the mechanism act |
-
-### Ordering rule
-Put the 2nd best fascination first and the best fascination last. The first one earns attention; the last one earns the click.
+---
+name: fascinations-reference
+description: Fascinations (curiosity bullets) — high-converting bullet point formulas for offers, emails, and sales pages. Loaded by @copywriter when writing offer sections, bonus lists, or email subject lines.
+---
+
+# Fascinations — Curiosity Bullets That Sell
+
+## What are fascinations?
+
+Fascinations are bullet points designed to create irresistible curiosity about the content inside a product. They don't describe what's inside — they make the reader NEED to know what's inside.
+
+The best fascination makes the prospect think: "I have to know this."
+The worst fascination makes them think: "I already know this."
+
+---
+
+## The 12 formulas that work
+
+### 1. The Secret Of
+> "The secret of [desirable group] that allows them to [desirable result] — and how you can use it starting today"
+
+**Good:**
+- "The secret of Japanese women over 60 who maintain the metabolism of a 25-year-old — and the one ingredient they all consume before 7 AM"
+- "The secret freelancers earning R$30k/month use to find clients without a portfolio, a website, or a single social media post"
+
+**Bad:**
+- "The secret to success" (vague, no specificity)
+- "The secret of productivity" (abstract noun, no desired result)
+
+### 2. The Reason Why
+> "Why [common belief] is actually [counterintuitive truth] — and what to do instead"
+
+**Good:**
+- "Why drinking 8 glasses of water a day is actually making you MORE dehydrated — and the 3-ingredient drink that fixes it"
+- "Why posting every day on Instagram is killing your reach — and the 2-post-per-week strategy that outperforms daily posting by 340%"
+
+**Bad:**
+- "Why most people fail" (no specificity, overused)
+- "Why our product is different" (product-focused, not curiosity-focused)
+
+### 3. The Warning
+> "Warning: never [common action] until you [condition] — or you risk [consequence]"
+
+**Good:**
+- "Warning: never sign a commercial lease until you check clause 14.3 — or you could be locked into a 5-year obligation with no exit"
+- "Warning: never take vitamin D without this co-factor — Harvard researchers found it can actually INCREASE deficiency symptoms"
+
+**Bad:**
+- "Warning: don't miss this opportunity!" (fake urgency, no content)
+
+### 4. The Specific Number
+> "[Specific number] [things] that [produce specific result]"
+
+**Good:**
+- "The 3 foods that spike your cortisol by 47% when eaten after 6 PM — and the one swap that eliminates the spike completely"
+- "7 LinkedIn headline formulas that generated 12,000+ profile views in 30 days (I tested all 7 — #4 outperformed the rest by 3x)"
+- "The 11-minute evening routine that reduced insomnia in 78% of participants in a University of Zurich study"
+
+**Bad:**
+- "10 tips for better health" (generic, no specificity in the result)
+- "5 ways to make money" (vague outcome)
+
+### 5. The Unusual Ingredient
+> "The [unexpected thing] that [produces desired result] — discovered by [authority/source]"
+
+**Good:**
+- "The kitchen spice that dissolves 23% more arterial plaque than statins — according to a 2023 study from Johns Hopkins"
+- "The free Chrome extension that replaced my R$2,400/year email marketing tool — and actually converts better"
+- "The 1940s sales letter technique that still outperforms AI-generated copy by 4:1 in split tests"
+
+**Bad:**
+- "The amazing thing that will change your life" (no specificity)
+- "Our special ingredient" (hidden behind vagueness instead of curiosity)
+
+### 6. The Mistake
+> "The #1 mistake [audience] makes when [action] — and how it's costing you [specific loss]"
+
+**Good:**
+- "The #1 mistake new landlords make in month 2 that costs an average of R$14,000 in the first year — and the one-paragraph clause that prevents it"
+- "The warm-up mistake that 90% of runners make before every race — according to a biomechanics study, it increases injury risk by 34%"
+
+**Bad:**
+- "Common mistakes people make" (no specificity, no stakes)
+
+### 7. The Hidden Cause
+> "The hidden reason [bad thing happens] — and it's NOT [what they think]"
+
+**Good:**
+- "The hidden reason your Facebook ads stop working after 3 days — and it's NOT ad fatigue, audience saturation, or your creative"
+- "The hidden reason your back pain keeps coming back — it's NOT your posture, your mattress, or your core strength (page 47)"
+
+**Bad:**
+- "The real reason you're not succeeding" (vague, no specificity)
+
+### 8. The Time-Bound Result
+> "How to [achieve result] in [specific timeframe] — even if [objection]"
+
+**Good:**
+- "How to write a complete sales page in 90 minutes — even if you've never written a single line of copy in your life"
+- "How to go from 0 to 1,000 email subscribers in 14 days — even if you don't have a website, a product, or a social media following"
+
+**Bad:**
+- "How to get results fast" (no timeframe, no specificity)
+- "How to be successful" (no specific result)
+
+### 9. The Contrast
+> "Why [seemingly bad thing] works better than [seemingly good thing] for [result]"
+
+**Good:**
+- "Why an 'ugly' one-page website converts 3x more than a R$25,000 professionally designed site — and how to build one in 2 hours"
+- "Why walking 20 minutes beats running 60 minutes for fat loss — the metabolic math your trainer won't tell you"
+
+**Bad:**
+- "Why our thing is better than their thing" (comparative claim, not curiosity)
+
+### 10. The Forbidden Knowledge
+> "What [authority/industry] doesn't want you to know about [topic]"
+
+**Good:**
+- "What dermatologists privately admit about sunscreen that contradicts everything on their office pamphlets — and the one product they actually use on their own children"
+- "What your real estate agent is legally not allowed to tell you about neighborhood pricing — and how to find the data yourself in 5 minutes"
+
+**Bad:**
+- "What THEY don't want you to know" (conspiracy tone, no specificity)
+
+### 11. The Page Number / Location
+> "[Fascinating claim] — see page [X] / module [X] / minute [X]"
+
+**Good:**
+- "The exact email script that recovered R$47,000 in abandoned carts in one weekend — copy it word-for-word from page 34"
+- "The 4-word phrase that turns a 'maybe later' into a 'where do I sign?' — demonstrated live in Module 3, minute 12:45"
+
+**Why it works:** Implies the content is real, organized, and findable. Adds tangibility.
+
+### 12. The Paradox
+> "How [seemingly contradictory pair] produces [desirable result]"
+
+**Good:**
+- "How eating MORE fat made 2,400 study participants lose an average of 8.2 kg in 12 weeks — without hunger, without exercise, without counting a single calorie"
+- "How sending FEWER emails increased this e-commerce store's revenue by 61% — the 'less is more' sequence that defies marketing orthodoxy"
+
+---
+
+## Fascination quality checklist
+
+Before using a fascination, verify:
+
+- [ ] **Specificity:** Does it contain at least one specific number, name, or detail?
+- [ ] **Curiosity gap:** Does it make the reader NEED to know the answer?
+- [ ] **Believability:** Is the claim bold but not absurd?
+- [ ] **Benefit clarity:** Is the desired outcome obvious?
+- [ ] **No spoiler:** Does it tease without revealing the answer?
+- [ ] **No filler words:** "Amazing," "incredible," "revolutionary" = filler. Cut them.
+
+---
+
+## Anti-pattern collection: Fascinations that kill conversion
+
+### Generic fascinations (no curiosity gap)
+- "Learn about nutrition" → Who cares?
+- "Discover our features" → Feature-focused
+- "Get tips for your business" → Vague
+- "Everything you need to know about X" → Overused, no specificity
+
+### Spoiler fascinations (answer revealed = no reason to buy)
+- "Meditation reduces stress — and we'll show you how to meditate" → Already knows the method
+- "Drink more water to improve your skin" → Already knows the solution
+
+### Hype fascinations (unbelievable = ignored)
+- "The miracle molecule that cures ALL diseases"
+- "Make R$100,000 in your first month guaranteed"
+- "The secret that will make you a genius overnight"
+
+### Self-centered fascinations (about the product, not the prospect)
+- "Our award-winning platform"
+- "Built with cutting-edge technology"
+- "Trusted by industry leaders" (without naming them)
+
+---
+
+## How many fascinations per section?
+
+| Context | Quantity |
+|---|---|
+| Offer section (what you get) | 5–8 bullets per component |
+| Bonus description | 3–4 bullets each |
+| Email subject line testing | Write 10, pick best 3 |
+| Sales page body | 1–2 per section as proof hooks |
+| VSL script | 3–5 sprinkled in the mechanism act |
+
+### Ordering rule
+Put the 2nd best fascination first and the best fascination last. The first one earns attention; the last one earns the click.