@lucapimenta/copy-chief-black 1.0.0

package/framework/copy-squad/checklists/carlton-street-smart.md

@@ -0,0 +1,337 @@
+# Carlton Street-Smart Checklist
+
+> **Expert:** John Carlton
+> **Source:** Simple Writing System (17-Step), Kick-Ass Copywriting Secrets of a Marketing Rebel, The Freelance Course, The RANT Blog, Sales Detective Method
+> **Use:** Validate copy against Carlton's street-smart standards: SWS compliance, Sales Detective research, bar-test readability, hook strength, fascination quality, and Big Damn Claim verification before delivery.
+> **Reference:** `~/.claude/copy-squad/carlton.md` for full Voice DNA profile.
+> **Minimum passing scores indicated per section.**
+
+---
+
+## Section 1: Simple Writing System Compliance Audit (17-Point)
+
+Every piece of copy must pass through the SWS checklist. This is not optional.
+It is the same 17-point safety net Carlton uses on every piece he writes.
+Minimum: 14/17 to ship. Below 12/17 = major rewrite required.
+
+### Phase 1: Investigation (Steps 1-4)
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **Market Research Complete** -- You can describe the buyer in one paragraph: age, situation, frustration, what they have already tried, what keeps them up at 3 AM. This came from RESEARCH, not assumption. | | Carlton's Rule #1: know WHO before writing WHAT. Writing to a vague audience produces vague copy. Every word in the piece should speak to ONE person, and you need to know that person. |
+| 2 | [ ] **Product Deep-Dive Done** -- You have talked to (or read extensively from) the product creator, customer service records, negative reviews, and complaint files. You know the product BETTER than the prospect does. | | The Sales Detective Method requires investigation before writing. If you have not found the gem buried in the product's story, your copy will be generic. Carlton spent more time researching than writing. |
+| 3 | [ ] **Competitive Landscape Mapped** -- You know what competitors are saying, what claims are already saturated, and where the GAP is. Your copy exploits that gap. | | If your claim sounds like everyone else's claim, it is invisible. The SWS forces you to find what the market has NOT heard yet. |
+| 4 | [ ] **Hook Discovered** -- You have identified ONE hook that makes this piece different from everything else in the market. The hook came from research, not brainstorming. You can state it in one sentence. | | The one-legged golfer was an offhand comment in a research interview. Hooks are FOUND, not invented. If your hook came from staring at a blank screen, it is probably weak. |
+
+### Phase 2: Architecture (Steps 5-9)
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 5 | [ ] **Headline Loaded** -- The headline contains at least 2 of 3 elements: (a) biggest benefit, (b) curiosity trigger, (c) specific detail. It was written AFTER the body, not before. | | Carlton writes headlines LAST because you need to know the full argument before you can summarize it. A headline written first is a guess. A headline written last is a conclusion. |
+| 6 | [ ] **Lead Mirrors Reader's Frustration** -- The first 3-5 sentences describe a situation the reader is ALREADY experiencing. The reader thinks "that's me" before they think "what's this product." | | Enter the conversation already happening in the reader's head. If your lead talks about the product before the problem, you have lost the reader. |
+| 7 | [ ] **Story Bridge Present** -- The copy transitions from the reader's problem to the solution through a STORY -- not through a section header, not through "introducing...", but through narrative. | | Stories engage the entire brain. Facts engage only the language center. The bridge from problem to solution MUST be a story or the reader's brain disengages. |
+| 8 | [ ] **Mechanism Revealed** -- The copy explains WHY this product works, not just THAT it works. The mechanism is named, explained simply, and differentiated from competitors. | | "It works" is a claim. "Here's WHY it works differently than everything else you've tried" is a sale. Without mechanism, the copy is just another promise. |
+| 9 | [ ] **Proof Stacked** -- Testimonials, case studies, or credentials with SPECIFIC names, numbers, places, and timeframes. At least 3 proof elements present. No anonymous claims. | | Proof without specificity is not proof. "Many customers love it" means nothing. "John Caravello from Peoria, IL added 47 yards in 23 days" means everything. |
+
+### Phase 3: Construction (Steps 10-14)
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 10 | [ ] **Offer Stack Crystal Clear** -- Every component of the offer is listed. The reader can answer "what exactly do I get?" without re-reading. Benefits attached to each component. | | Confusion kills sales. If the reader has to work to understand the offer, they leave. Carlton's offer sections are ruthlessly clear. |
+| 11 | [ ] **Risk Reversal Present** -- A guarantee that removes ALL risk from the buyer. Specific, generous, and prominently placed. Makes it riskier NOT to buy. | | The guarantee is not a formality -- it is a selling tool. A weak guarantee signals weak confidence. A bold guarantee says "we KNOW this works." |
+| 12 | [ ] **Real Urgency/Scarcity** -- A deadline, limited quantity, or legitimate reason to act NOW. Not fake countdown timers or manufactured pressure. | | Fake urgency destroys trust. Real urgency creates action. "This price is only available until March 14th because we're testing a new offer" = real. "LIMITED TIME!!! ACT NOW!!!" = fake. |
+| 13 | [ ] **Single Clear CTA** -- One action. One button. One instruction. The reader knows EXACTLY what to do next. No competing options. | | Multiple CTAs create decision paralysis. One CTA creates action. "Click the yellow button below" > "Visit our website or call or email or..." |
+| 14 | [ ] **P.S. Strategy Deployed** -- At least one P.S. present. Contains a standalone selling argument (readable WITHOUT reading the body). Restates biggest benefit OR adds urgency OR introduces surprise bonus. | | Eye-tracking confirms: after the headline, readers jump to the P.S. before reading the body. Skipping the P.S. is skipping the second-most-read element. |
+
+### Phase 4: Refinement (Steps 15-17)
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 15 | [ ] **Read Aloud Test Passed** -- Every word read aloud. Zero stumbles. Zero out-of-breath moments. Zero "written-sounding" passages. It sounds like a person TALKING. | | The ear catches what the eye misses. If you stumble reading it, the reader stumbles reading it. Carlton reads every piece aloud without exception. |
+| 16 | [ ] **"So What?" Audit Complete** -- Every major claim has been challenged with "So what?" Drilling continued until the emotional root was found. No surface-level benefits remain. | | Features are branches. Benefits are seeds. The "So What?" test forces you past the surface until you hit what the reader actually CARES about. |
+| 17 | [ ] **Civilian Test Passed** -- Someone outside of marketing has read the piece and (a) understood it, (b) cared about it, (c) did not need anything re-explained. | | Copywriters write for copywriters without realizing it. A real prospect does not know marketing jargon, does not appreciate "great copy," and does not care about your craft. They care about their problem. |
+
+### SWS Scoring
+
+| Score | Rating | Action |
+|-------|--------|--------|
+| 17/17 | CARLTON-GRADE | Ship with confidence. This passed every gate. |
+| 14-16/17 | STRONG | Address specific gaps, then ship. |
+| 12-13/17 | ADEQUATE | Rewrite weak sections before shipping. |
+| 9-11/17 | WEAK | Major rewrite. Go back to research. |
+| Below 9 | REJECT | Start over. The foundation is missing. |
+
+---
+
+## Section 2: Sales Detective Research Checklist (12-Point)
+
+Research quality determines copy quality. This checklist validates that
+the Sales Detective process was completed before writing began.
+Minimum: 10/12 to proceed to writing. Below 8/12 = more research needed.
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **Creator Interview Completed** -- 60+ minutes with the product creator or subject matter expert. Notes taken. Key quotes captured. | | "You're not gonna find your story in the company line." The creator knows the product but does NOT know the hook. Your job is to extract what they take for granted. |
+| 2 | [ ] **Ground Troops Interviewed** -- Talked to customer service, salespeople, or frontline staff. Captured THEIR perspective on customer problems and objections. | | People closest to the customer know more than the CEO. The recurring complaint, the objection that kills the sale, the thing customers say when they call -- these are gold. |
+| 3 | [ ] **Customer Language Captured** -- You have 20+ actual phrases/sentences that CUSTOMERS use to describe the problem. Not your version of their language. THEIR words. | | Using the customer's exact language makes copy feel like mind-reading. Using your version of their language makes copy feel like advertising. The difference is sales vs. silence. |
+| 4 | [ ] **"What Else Have They Tried?" Documented** -- You know what solutions the prospect has already attempted and why those solutions failed. Listed with reasons. | | This becomes the "solution failure" section of the copy. If you do not address what they have already tried, they assume your product is just another version of what failed. |
+| 5 | [ ] **Single Hook Identified** -- From all the research, you have identified ONE primary hook. You can state it in one sentence. It came from research, not brainstorming. | | The one-legged golfer was discovered in an interview, not invented in a conference room. If your hook does not have a research source, it is a guess. |
+| 6 | [ ] **Objections Listed** -- You have identified 5+ objections the prospect will have. Each objection has a planned response in the copy. | | Unaddressed objections are sale-killers. Carlton pre-plans responses to every objection and weaves them into the narrative. |
+| 7 | [ ] **Emotional Core Identified** -- You know the ONE dominant emotion driving the purchase decision (fear, frustration, desire, shame, hope). Named. With evidence from VOC. | | Copy that addresses the wrong emotion is copy that misses. Carlton identifies the emotional driver BEFORE writing and builds the entire piece around it. |
+| 8 | [ ] **Competitive Claims Catalogued** -- You have a list of what competitors are promising. You know which claims are overused and which gaps exist. | | If your copy makes the same claim as 10 competitors, it is invisible. Competitive awareness lets you exploit the gap nobody else is filling. |
+| 9 | [ ] **Strongest Proof Element Found** -- You have identified the single most compelling piece of proof (best testimonial, best result, best credential). It will be featured prominently. | | One GREAT proof element outweighs ten mediocre ones. Carlton builds entire leads around one powerful story or result. |
+| 10 | [ ] **Research Took Longer Than Writing Estimate** -- The time spent on research is equal to or greater than the estimated writing time. | | If research was shorter than writing, you did not research enough. Carlton's rule: research ALWAYS takes longer. The writing is easy when the research is thorough. |
+| 11 | [ ] **Throwaway Comments Captured** -- During interviews, you flagged comments the creator dismissed as "old news" or "everyone knows that." At least 3 captured. | | The one-legged golfer was a throwaway. The gem is ALWAYS in the throwaway. The creator does not know what is interesting because they have lived with it too long. |
+| 12 | [ ] **"Would I Tell This at a Bar?" Test** -- The hook and main story are interesting enough that you would voluntarily tell a friend about them at a bar. Not as a "marketing thing." As an interesting story. | | If the story is not interesting enough to tell casually, it is not interesting enough to sell from. The bar test is the ultimate relevance filter. |
+
+### Research Scoring
+
+| Score | Rating | Action |
+|-------|--------|--------|
+| 12/12 | DETECTIVE-GRADE | Proceed to writing with confidence. |
+| 10-11/12 | SOLID | Note gaps but proceed. Patch during writing. |
+| 8-9/12 | THIN | More research recommended before writing. |
+| 6-7/12 | INSUFFICIENT | Do NOT proceed. Major research gaps will produce weak copy. |
+| Below 6 | RESEARCH NOT DONE | Go back to step 1. You are guessing, not writing. |
+
+---
+
+## Section 3: "Bar Test" Readability Check (10-Point)
+
+Every piece of copy must pass the Bar Test: would this sound normal if
+you said it to a slightly buzzed friend at 11 PM? This checklist validates
+conversational tone, reading level, and human sound.
+Minimum: 8/10 to ship. Below 6/10 = rewrite for voice.
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **7th Grade Reading Level** -- Run a readability check (Flesch-Kincaid or similar). Score must be at or below 7th grade. No section exceeds 9th grade. | | Clarity sells. Complexity confuses. Carlton writes below his education level ON PURPOSE because that is where the money is. This is not dumbing down -- it is smartening up. |
+| 2 | [ ] **Zero Academic Words** -- No instances of: utilize, implement, facilitate, demonstrate, approximately, methodology, commence, comprehensive, leverage, synergy, paradigm, navigate, innovative, transformative. | | Every one of these words has a simpler synonym that reads better and sells more. Academic words signal "I'm trying to impress you." Street words signal "I'm trying to help you." |
+| 3 | [ ] **Conversational Contractions** -- Uses "you're" not "you are", "don't" not "do not", "here's" not "here is", "it's" not "it is" -- unless formality is deliberately used for emphasis. | | People talk in contractions. Written-out forms sound robotic. If you would not say "do not" in conversation, do not write it in copy. |
+| 4 | [ ] **"You" Dominant Pronoun** -- "You/your" appears more frequently than "we/our/I/me." Count the first 500 words. "You" should outnumber "we" by at least 3:1. | | The reader is the hero. Not the company. Not the writer. Every sentence should be about THEIR problem, THEIR desire, THEIR life. "We built..." = ego. "You get..." = sale. |
+| 5 | [ ] **No Sentence Over 25 Words** -- Spot-check 10 random sentences. None should exceed 25 words. Average should be 12-18 words. Fragments encouraged. | | Long sentences lose readers. Short sentences create impact. Fragments too. Emphasis. Power. Carlton's rhythm is built on SHORT punchy sentences broken by occasional longer ones for variety. |
+| 6 | [ ] **Opening Mid-Action** -- The first sentence drops the reader into the middle of something. No warm-up. No preamble. No "In today's..." No "Welcome to..." No "Have you ever wondered..." | | Carlton's openings sound like someone interrupting your day with something urgent. You are mid-conversation from word one. The reader should feel like they walked in on something already happening. |
+| 7 | [ ] **Read-Aloud Completed** -- Literally read every word aloud. Recorded it. Played it back. It sounds like a real person talking, not a script being read. No stumbles. No breath-holding. | | This is not a metaphor. Carlton literally reads every piece aloud. The ear catches awkwardness, rhythm breaks, and fake-sounding passages that the eye skips over. |
+| 8 | [ ] **Personality Present** -- The copy has a discernible VOICE. It sounds like it was written by a specific human being, not a committee or a template. You can HEAR the writer. | | Generic copy is forgettable copy. The rough edges, the opinions, the humor, the self-deprecation -- these are the things that make copy STICK. Over-editing removes them. |
+| 9 | [ ] **Dashes and Fragments Used** -- Copy uses dashes (--) for rhythm and emphasis. Sentence fragments appear where appropriate. Parenthetical asides add intimacy. The writing MOVES. | | Carlton's writing rhythm is built on dashes, fragments, and asides. These create the feeling of someone THINKING aloud, which creates the feeling of a real conversation. |
+| 10 | [ ] **"Dead Words" Removed** -- No instances of: "that" (when removable), "very", "really", "just", "actually", "basically", "honestly" (unless for emphasis), "in order to" (use "to"). | | Dead words add length without adding meaning. "That" is the most common offender -- remove it and read the sentence. It almost always reads better without it. |
+
+### Bar Test Scoring
+
+| Score | Rating | Action |
+|-------|--------|--------|
+| 10/10 | BARSTOOL-READY | This sounds like a real person. Ship it. |
+| 8-9/10 | CONVERSATIONAL | Minor polish. Almost there. |
+| 6-7/10 | STIFF | Needs rewrite for voice. Sounds too "written." |
+| 4-5/10 | CORPORATE | Major voice problem. Read carlton.md voice patterns. |
+| Below 4 | ACADEMIC | Start over. This is a term paper, not copy. |
+
+---
+
+## Section 4: Hook Strength Scoring (8-Point)
+
+Every hook must be strong enough to carry the entire piece. A weak hook
+with great body copy still fails. A great hook with adequate body copy
+can still succeed. The hook is everything.
+Minimum: 6/8 to proceed. Below 5/8 = find a new hook.
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **Curiosity Trigger Present** -- The hook creates a question the reader CANNOT answer without reading the copy. They MUST know more. "How is that possible?" | | Curiosity is the primary driver of sales. The one-legged golfer creates an itch that cannot be scratched without reading the ad. If the reader can shrug and move on, the hook is weak. |
+| 2 | [ ] **Specific Detail Included** -- The hook contains at least one specific number, name, or timeframe. Not "amazing results" but "50 yards" or "10 strokes" or "87 days." | | Specificity signals truth. Vague hooks sound like every other ad. Specific hooks sound like NEWS. The brain processes specific claims as facts and vague claims as hype. |
+| 3 | [ ] **Benefit Embedded** -- The hook contains a clear benefit the reader wants. Not just curiosity for curiosity's sake, but curiosity ABOUT something they desire. | | Curiosity without benefit is a riddle. Curiosity WITH benefit is a sale. The one-legged golfer hook works because it promises MORE DISTANCE, not just a weird story. |
+| 4 | [ ] **Unlikely Source or Contrast** -- The hook includes an element of surprise, contrast, or impossibility. Something that SHOULD NOT be true but is. | | The one-legged golfer SHOULD NOT hit longer drives. The contrast between "one-legged" and "adds 50 yards" is what makes the hook irresistible. Without contrast, it is just a claim. |
+| 5 | [ ] **Research-Sourced** -- The hook came from the Sales Detective process (interview, investigation, customer language), NOT from brainstorming or template-filling. | | Hooks discovered in research are rooted in REALITY. Hooks invented in brainstorming are rooted in HOPE. Real hooks survive skepticism. Invented hooks collapse under pressure. |
+| 6 | [ ] **"Bar Story" Test** -- You would voluntarily tell this hook to a friend at a bar as an interesting piece of information. Not as "marketing." As a genuinely interesting thing. | | If you would not bring it up in casual conversation, it is not interesting enough to base an ad on. The bar test separates genuine hooks from manufactured ones. |
+| 7 | [ ] **Competitor Cannot Use** -- No competitor in this niche could use this exact hook without modification. It contains elements UNIQUE to this product, this story, this mechanism. | | A hook that any competitor could steal is a generic hook. Carlton's hooks are anchored to specific discoveries, specific stories, and specific mechanisms that belong to the offer. |
+| 8 | [ ] **Three-Element Structure** -- The hook contains all 3 Carlton elements: (a) Exclusivity or surprise, (b) Curiosity trigger, (c) Specific benefit promise. | | Carlton's hook formula requires all three elements working together. Missing one weakens the whole. Exclusivity grabs attention. Curiosity holds it. Benefit directs it toward the sale. |
+
+### Hook Scoring
+
+| Score | Rating | Action |
+|-------|--------|--------|
+| 8/8 | CARLTON-GRADE HOOK | This hook can carry the entire piece. Proceed. |
+| 6-7/8 | STRONG HOOK | Solid. Address gaps if possible, but viable. |
+| 4-5/8 | ADEQUATE | Workable but not memorable. Consider finding stronger hook. |
+| 2-3/8 | WEAK | Do NOT build a piece on this hook. Return to Sales Detective. |
+| 0-1/8 | NO HOOK | This is a claim, not a hook. Start research over. |
+
+---
+
+## Section 5: Fascination Quality Audit (10-Point Per Bullet)
+
+Carlton's fascinations (bullet points) are mini-ads for the entire product.
+Each bullet must create enough desire to justify purchasing the whole thing.
+Run this audit on EACH individual fascination, then score the full set.
+Minimum: 7/10 per bullet. Below 5/10 = rewrite that bullet.
+
+### Individual Bullet Check
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **Information Gap Created** -- The bullet hints at something specific but withholds the KEY piece. The reader MUST buy to close the loop. | | A bullet that reveals the answer has zero selling power. The value lives in what you DON'T say. If the reader can guess the answer, the bullet fails. |
+| 2 | [ ] **Standalone Purchase Desire** -- This single bullet creates enough desire to buy the ENTIRE product. Someone would buy for THIS BULLET ALONE. | | Carlton's gold standard for fascinations. Each bullet is a mini-ad. If a bullet is "interesting but not enough to buy for," it is filler, not a fascination. |
+| 3 | [ ] **Non-Round Number Present** -- Contains at least one specific non-round number. 87, not 90. $347, not $350. 23 lbs, not 25 lbs. Page 47, not "one of the chapters." | | Round numbers feel estimated. Non-round numbers feel measured. The brain registers specificity as truth. |
+| 4 | [ ] **Page or Section Reference** -- References a specific page, chapter, section, or module. "See page 47." "The technique on page 12." "Step 3 in Module 2." | | Page references make the product TANGIBLE before purchase. They imply substance, real content, and depth. They also create curiosity about what is ON that page. |
+| 5 | [ ] **Emotional Charge Named** -- You can NAME the specific emotion this bullet activates: desire, fear, outrage, hope, curiosity, vindication, relief, envy, shame. | | Emotion unnamed is emotion uncontrolled. A bullet operating on logic alone does not sell. Know which emotional lever you are pulling with each bullet. |
+| 6 | [ ] **Correct Type Used** -- The bullet matches one of Carlton's 6 types: Hidden Truth, Specific Payoff, Warning, Impossible Fact, Contradiction, Numbered List. Type identified. | | Identifying the type ensures intentional construction. Random bullets are weaker than typed bullets because typed bullets are engineered for specific psychological effects. |
+| 7 | [ ] **2-3 Lines Maximum** -- The bullet does not exceed 3 lines of text. Tight, punchy, powerful. It is a jab, not a haymaker. | | Long bullets lose their punch. The moment a bullet feels like a paragraph, it stops functioning as a fascination and starts functioning as body copy. |
+| 8 | [ ] **No Feature Language** -- Zero instances of: "Learn how to...", "Includes chapter on...", "Information about...", "Tips for...", "Advice on...", "You will discover..." | | These structures DESCRIBE the product. Carlton bullets SELL the product. There is a critical difference. Description satisfies curiosity. Selling creates curiosity. |
+| 9 | [ ] **Blind Enough** -- The bullet gives enough to create desire but NOT enough to satisfy it. The reader cannot reconstruct the answer from the bullet alone. | | Too blind = "An amazing secret" (no specificity). Too revealing = gives the answer away. The sweet spot: specific enough to intrigue, vague enough to require purchase. |
+| 10 | [ ] **Logo Test** -- No competitor in this niche could use this bullet without modification. It contains details proprietary to THIS offer, THIS mechanism, THIS story. | | Generic bullets are interchangeable. Carlton's fascinations were anchored to specific products, mechanisms, and stories. If you swap the product name and the bullet still works, it is not specific enough. |
+
+### Bullet Set Checks (after scoring individual bullets)
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| S1 | [ ] **Strongest First, Second-Strongest Last** -- Most powerful fascination positioned FIRST (primacy), second-most-powerful LAST (recency). Middle bullets are strong but not your best. | | Readers remember beginnings and endings. A weak opener loses the reader before the strong bullets. A weak closer leaves a bad last impression. |
+| S2 | [ ] **Minimum 3 of 6 Types** -- The set includes at least 3 different Carlton types: Hidden Truth, Specific Payoff, Warning, Impossible Fact, Contradiction, Numbered List. | | Same-type bullets create monotony. Variety keeps each bullet fresh and activates different psychological levers. |
+| S3 | [ ] **Opening Word Variety** -- No two consecutive bullets start with the same word or structure (not "How to... How to... How to..."). | | Repetitive openers create visual monotony. Each bullet must look DIFFERENT at first glance to earn individual attention. |
+| S4 | [ ] **Read-Aloud Test** -- Every bullet read aloud. Any stumble = rewrite. Natural rhythm maintained across the full set. | | The ear catches what the eye misses. A set of bullets should flow when read aloud, with each one hitting differently. |
+| S5 | [ ] **"So What?" Test** -- For each bullet, ask "So what?" If no immediate visceral answer, add stakes or specificity. | | Curiosity without stakes is trivia. Curiosity WITH stakes is urgency. Every bullet needs a "so what" with teeth. |
+
+### Fascination Scoring
+
+| Individual Score | Set Score | Rating | Action |
+|-----------------|-----------|--------|--------|
+| 9-10 / bullet | 5/5 set | CARLTON-GRADE BULLETS | Wall-to-wall selling power. Ship with pride. |
+| 7-8 / bullet | 4/5 set | STRONG | Address gaps in weakest bullets, then ship. |
+| 5-6 / bullet | 3/5 set | ADEQUATE | Rewrite weakest 30% of bullets. |
+| 3-4 / bullet | 2/5 set | WEAK | Major rewrite. Re-read carlton.md F10. |
+| Below 3 | Below 2 | REJECT | These are features, not fascinations. Start over. |
+
+---
+
+## Section 6: Big Damn Claim Verification (8-Point)
+
+Every great piece of copy centers on a Big Damn Claim. Not a modest
+suggestion. Not a careful hedge. A CLAIM that is impossible to ignore.
+This checklist verifies the claim is big, provable, and selling.
+Minimum: 6/8 to ship. Below 5/8 = strengthen the claim or find more proof.
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **Claim Is Specific** -- The claim includes at least one number, timeframe, or measurable result. Not "great results" but "50 yards more" or "23 lbs in 87 days." | | Vague claims blend into noise. Specific claims stand out as NEWS. The brain processes "50 yards" as a fact and "great results" as advertising. |
+| 2 | [ ] **Claim Is Provable** -- Evidence exists to support the claim: testimonial, case study, data, or credential. The proof is IN the copy, not just available in theory. | | A Big Damn Claim without proof is hype. A Big Damn Claim WITH proof is irresistible. Carlton front-loads proof after every major claim. No exceptions. |
+| 3 | [ ] **Claim Is The Biggest You Can Prove** -- This is not the biggest claim you can imagine. It is the biggest claim your evidence supports. You have not overpromised. | | Under-claiming wastes attention. Over-claiming destroys trust. The sweet spot: the absolute maximum your proof can sustain. |
+| 4 | [ ] **Skeptic Addressed** -- The copy acknowledges the reader's skepticism about the claim directly. "I know what you're thinking..." or "This probably sounds too good to be true, and here's why it's not..." | | Ignoring skepticism makes the reader argue with you silently. Addressing it disarms the objection and turns you into an ally: "I was skeptical too." |
+| 5 | [ ] **Claim Connected to Desire** -- The claim connects to something the reader already WANTS. It is not interesting trivia. It is the solution to their problem, stated boldly. | | A big claim about something nobody cares about is not a selling claim. "50 yards more" works because golfers WANT more distance. The claim must hit a live nerve. |
+| 6 | [ ] **Personal Proof Included** -- At least one piece of proof is tied to a SPECIFIC named person (not "our customers" or "many people"). Name, place, result. | | Anonymous proof is no proof. Named proof is a STORY. "John Caravello from Peoria" is believable. "Our customers" is not. |
+| 7 | [ ] **Claim Differs From Competition** -- This claim is NOT being made by every competitor in the niche. It is unique to this product or framed in a way competitors cannot copy. | | If your Big Damn Claim sounds like their Big Damn Claim, it is just noise. The claim must exploit the competitive gap identified in research. |
+| 8 | [ ] **Claim Appears in First 200 Words** -- The main claim is stated early. The reader does not have to wade through preamble to find out what this is about. | | Carlton's gun-to-the-head philosophy: you have seconds to grab attention. If the Big Damn Claim is buried on page 3, most readers will never see it. Front-load the promise. |
+
+### Big Damn Claim Scoring
+
+| Score | Rating | Action |
+|-------|--------|--------|
+| 8/8 | UNDENIABLE | This claim sells. Backed. Specific. Bold. Ship it. |
+| 6-7/8 | STRONG | Solid claim. Address specific gaps. |
+| 4-5/8 | MODERATE | The claim is there but not compelling. Needs more proof or more specificity. |
+| 2-3/8 | WEAK | This is a suggestion, not a claim. Rethink the core argument. |
+| 0-1/8 | NO CLAIM | There is no Big Damn Claim in this copy. Find one or do not ship. |
+
+---
+
+## Section 7: Grizzled Veteran Close Check (6-Point)
+
+The close must carry the energy of a confident veteran making a
+take-it-or-leave-it offer. Not begging. Not pressuring. OFFERING.
+Minimum: 5/6 to ship. Below 4/6 = rewrite the close.
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **Offer Summarized in 3-5 Points** -- The reader can scan the close section and know EXACTLY what they get. Every component listed. Every benefit stated. Crystal clear. | | The close is where money changes hands. Confusion at this point kills the sale. The reader should never ask "but what exactly am I buying?" |
+| 2 | [ ] **Take-It-or-Leave-It Energy** -- The close sounds like a confident adult making an offer to another confident adult. No begging. No "please don't miss this." No manipulation. | | Desperate closes repel money. Confident closes attract it. Carlton's philosophy: you have presented the evidence. The reader is an adult. They will decide. |
+| 3 | [ ] **Risk Reversal Prominent** -- The guarantee is visible, specific, and generous. It appears IN the close section, not buried elsewhere. The reader sees it when deciding. | | At the moment of decision, fear of loss is strongest. The guarantee must be visible HERE, not two scrolls up. Prominent placement reduces friction at the critical moment. |
+| 4 | [ ] **Urgency Is Real** -- If urgency is used, it is genuine. Real deadline with a specific date. Real limitation with a real reason. No fake countdown timers. | | Fake urgency is the fastest way to lose trust. Real urgency with a real explanation creates legitimate FOMO. "I'm pulling this page on March 14th because..." = real. |
+| 5 | [ ] **Tonal Consistency** -- The close sounds like the same person who wrote the opening. The energy, personality, and voice are maintained through the final sentence. | | A voice change at the close signals "now the REAL sales pitch begins." The reader feels tricked. Maintain the same voice from headline to final P.S. |
+| 6 | [ ] **P.S. Present and Powerful** -- At least one P.S. that functions as a standalone selling argument. Readable without reading anything else. Contains specific benefit or urgency. | | The P.S. is the second headline. Carlton never skips it. It should restate the biggest benefit, add urgency, or introduce a surprise bonus. It must sell independently. |
+
+### Close Scoring
+
+| Score | Rating | Action |
+|-------|--------|--------|
+| 6/6 | GRIZZLED VETERAN | Confident, clear, compelling. Ship it. |
+| 5/6 | STRONG | One minor gap. Fix and ship. |
+| 4/6 | ADEQUATE | Needs work but the structure is there. |
+| 2-3/6 | WEAK | The close undermines the rest of the piece. Rewrite. |
+| 0-1/6 | BEGGING | This close destroys credibility. Start over. Read carlton.md F6. |
+
+---
+
+## Section 8: Story-Selling Validation (6-Point)
+
+If the copy includes a story (and Carlton says it SHOULD), that story must
+function as a selling tool, not entertainment.
+Minimum: 5/6 for story sections. Below 4/6 = the story is decoration, not selling.
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **Reader Sees Themselves** -- The story's protagonist is in a situation the reader recognizes from their OWN life. Same frustrations. Same failures. Same desires. | | If the reader does not see themselves in the story, it is someone else's story. It must be THEIR story, told through someone else's experience. |
+| 2 | [ ] **Discovery Is Accidental** -- The solution in the story is discovered through luck, accident, or unexpected encounter -- NOT through "I researched" or "I decided to try." | | Accidental discoveries feel authentic. Deliberate discoveries feel like marketing. "My dentist mentioned something" > "I researched solutions." |
+| 3 | [ ] **Both Results Shown** -- The story shows BOTH the practical result (lost weight, made money) AND the emotional result (confidence, freedom, pride, relief). | | Practical results convince the logical brain. Emotional results move the buying brain. You need BOTH to close the sale. |
+| 4 | [ ] **Bridge to Reader Present** -- The story transitions explicitly to the reader: "And here's why I'm telling you this..." or "If you're anything like [character]..." | | A story without a bridge is an anecdote. A story WITH a bridge is a selling tool. The bridge connects the character's experience to the reader's opportunity. |
+| 5 | [ ] **Customer Language Used** -- The story uses words and phrases the CUSTOMER would use (captured during Sales Detective research), not the writer's paraphrased version. | | Customer language creates the "they're reading my mind" effect. Writer language creates the "this is an ad" effect. Use their EXACT words. |
+| 6 | [ ] **Story Connects to Sale** -- The story serves the sale. Every element of the story either (a) builds desire, (b) handles objection, (c) provides proof, or (d) creates urgency. | | A story that does not serve the sale is entertainment. Entertainment is free. Selling requires every element to WORK toward the conversion. |
+
+### Story-Selling Scoring
+
+| Score | Rating | Action |
+|-------|--------|--------|
+| 6/6 | MILLION-DOLLAR STORY | This story sells. Engaging AND functional. |
+| 5/6 | STRONG | Minor gap. Story is working. Fix and proceed. |
+| 4/6 | ADEQUATE | Story is interesting but not fully selling. Tighten bridge. |
+| 2-3/6 | DECORATIVE | Story entertains but does not sell. Restructure. |
+| 0-1/6 | NO STORY | This is exposition, not storytelling. Re-read carlton.md F11. |
+
+---
+
+## Section 9: Overall Scoring Matrix
+
+Compile scores from all sections. Minimum TOTAL: 65% aggregate to ship.
+
+| Section | Max Score | Your Score | Weight | Weighted Score |
+|---------|-----------|------------|--------|----------------|
+| 1. SWS Compliance | 17 | __ /17 | 25% | __ |
+| 2. Sales Detective Research | 12 | __ /12 | 20% | __ |
+| 3. Bar Test Readability | 10 | __ /10 | 15% | __ |
+| 4. Hook Strength | 8 | __ /8 | 15% | __ |
+| 5. Fascination Quality | 10+5 | __ /15 | 10% | __ |
+| 6. Big Damn Claim | 8 | __ /8 | 5% | __ |
+| 7. Grizzled Veteran Close | 6 | __ /6 | 5% | __ |
+| 8. Story-Selling | 6 | __ /6 | 5% | __ |
+| **TOTAL** | -- | -- | 100% | **__ %** |
+
+### Overall Rating
+
+| Aggregate % | Rating | Action |
+|-------------|--------|--------|
+| 90-100% | CARLTON-GRADE | This copy is street-smart, research-backed, and selling. Ship with confidence. |
+| 75-89% | STRONG | Solid work. Address noted gaps. Above threshold. |
+| 65-74% | ADEQUATE | Meets minimum. Several areas need attention before shipping. |
+| 50-64% | BELOW THRESHOLD | Do NOT ship. Significant rewrite needed. Focus on lowest-scoring sections. |
+| Below 50% | REJECT | Fundamental problems. Return to research phase. Re-read carlton.md. |
+
+---
+
+## Quick Reference: Carlton Red Flags
+
+If ANY of these are true, STOP and fix before running the full checklist.
+
+| Red Flag | What It Means | Fix |
+|----------|---------------|-----|
+| No research was done before writing | You are guessing, not selling | Complete Sales Detective process (Section 2) |
+| Opening starts with preamble | You have already lost the reader | Rewrite to start mid-action (carlton.md Pattern 5) |
+| No specific numbers in first 500 words | Copy reads as hype, not proof | Add 3+ specific non-round numbers |
+| "We" outnumbers "you" | Copy is about the company, not the reader | Rewrite every "we" sentence as a "you" sentence |
+| Cannot identify the hook in one sentence | There is no hook | Return to research. Find the one-legged golfer. |
+| Close begs for the sale | Desperation destroys credibility | Rewrite with Grizzled Veteran energy (Section 7) |
+| Copy was not read aloud | It contains errors you cannot see | Read it aloud. Record it. Fix every stumble. |
+| A competitor could use this copy as-is | It is generic, not specific | Add mechanism, names, numbers, proprietary elements |
+
+---
+
+*Carlton Street-Smart Checklist v1.0*
+*Source: Simple Writing System, Sales Detective Method, Kick-Ass Copywriting Secrets*
+*Sections: SWS Compliance, Research, Bar Test, Hooks, Fascinations, Claims, Close, Story-Selling*
+*Scoring: Weighted matrix with 65% minimum threshold*