@lucapimenta/copy-chief-black 1.0.0

package/framework/copy-squad/checklists/makepeace-control-killer.md

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+# Makepeace Control-Killer Checklist
+
+> **Expert:** Clayton Makepeace
+> **Source:** Quick-Start Copywriting System, 21 Bullet Secrets, Emotional Trigger Words, The Total Package newsletter, Pretty Darned Good Outline, AWAI Makepeace Method, Health & Healing controls, Weiss Research controls
+> **Use:** Validate any copy against Makepeace's emotion-meets-proof architecture. Every promotion must pass ALL sections before delivery. Score must reach threshold.
+> **Reference:** `~/.claude/copy-squad/makepeace.md` for full Voice DNA profile.
+> **Version:** v1.0
+> **Minimum passing scores indicated per section.**
+
+---
+
+## 0. Quick Diagnostic (5-Second Pre-Check)
+
+Before running the full audit, answer these five questions. If ANY
+answer is NO, fix that FIRST before proceeding to the full checklist.
+
+| # | Question | Pass? |
+|---|----------|-------|
+| 1 | [ ] **Can you name the ONE Dominant Resident Emotion (DRE) this copy activates?** | |
+| 2 | [ ] **Are all 4 legs of the Proof Stool present (Expert, Testimonial, Mechanism, Demonstration)?** | |
+| 3 | [ ] **Does the lead create a PHYSICAL reaction in the first 2 sentences?** | |
+| 4 | [ ] **Is there a named MECHANISM with a proprietary term?** | |
+| 5 | [ ] **Would you bet your own money that this copy beats the current control?** | |
+
+**Result:** ALL YES = proceed to full audit. ANY NO = fix before auditing.
+
+---
+
+## 1. Emotional Selling Proposition (ESP) Audit
+
+The ESP is the emotional backbone of the entire promotion. Without it,
+the copy may inform but will not convert. This section validates that
+the emotional architecture is sound and consistent throughout.
+
+### 1A: ESP Foundation
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **DRE Identified** -- One dominant emotion is explicitly identified and documented (Fear, Anger, Shame, Frustration, Greed, Hope, etc. from the 16 Emotions Inventory). | | Without a named DRE, the emotional thread will drift. Makepeace never wrote a word without knowing which emotion was driving the sale. |
+| 2 | [ ] **DRE Sourced from VOC** -- The dominant emotion was identified from actual prospect language (forum posts, reviews, interviews, comments), NOT assumed by the copywriter. | | Assumed emotions miss the mark 70% of the time. The prospect's OWN WORDS reveal their DRE -- nothing else is reliable. |
+| 3 | [ ] **ESP Statement Written** -- A one-sentence ESP statement exists: "This copy makes the reader feel [SPECIFIC EMOTION] about [SPECIFIC PROBLEM] so intensely that buying is the only relief." | | If you cannot articulate the ESP in one sentence, you don't have one. Vague emotional intent produces vague emotional copy. |
+| 4 | [ ] **ESP Distinct from USP** -- The ESP is NOT the same as the USP. The USP is the logical differentiator. The ESP is the emotional differentiator. Both exist and are different statements. | | Confusing USP with ESP produces intellectualized copy that engages the brain without moving the gut. |
+| 5 | [ ] **Secondary Emotions Identified** -- 2-4 secondary emotions are listed as supporting the DRE, creating emotional variety throughout the copy. | | A single emotion sustained for 3,000+ words creates fatigue. Secondary emotions provide the contrast that keeps the DRE fresh. |
+| 6 | [ ] **Emotion Escalation Mapped** -- The emotional intensity increases from lead to close. The weakest emotional moment is the opening (paradoxically -- it starts strong and gets STRONGER). The strongest is the close. | | Flat emotional arcs lose readers. The copy must build like a pressure cooker toward the CTA. |
+
+**Score: ___/6 (Minimum: 5/6)**
+
+### 1B: ESP Threading (Consistency Check)
+
+| # | Section | ESP Present? | Emotion Named | Intensity (1-10) |
+|---|---------|-------------|---------------|-------------------|
+| 1 | [ ] **Headline** | | | |
+| 2 | [ ] **Lead (first 500 words)** | | | |
+| 3 | [ ] **Problem section** | | | |
+| 4 | [ ] **Mechanism/Diagnosis section** | | | |
+| 5 | [ ] **Solution introduction** | | | |
+| 6 | [ ] **Benefits section** | | | |
+| 7 | [ ] **Fascination/bullet section** | | | |
+| 8 | [ ] **Offer stack** | | | |
+| 9 | [ ] **Close/CTA** | | | |
+| 10 | [ ] **PS lines** | | | |
+
+**Rule:** The ESP must be PRESENT in all 10 sections. If any section
+scores 0 intensity, the ESP thread is broken and the letter loses
+momentum at that point. Fix before proceeding.
+
+**Intensity escalation check:** Sections 1-4 should average 6-7.
+Sections 5-8 should average 7-8. Sections 9-10 should score 9-10.
+If intensity does NOT escalate, restructure.
+
+**Score: ___/10 sections with ESP present (Minimum: 9/10)**
+
+---
+
+## 2. Power Lead Validation
+
+The lead is the single most important element in the promotion.
+Makepeace wrote 5+ leads for every letter and picked the one with
+the most raw energy. This section validates lead quality.
+
+### 2A: Lead Type and Selection
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **Lead type identified** -- The lead matches one of Makepeace's 6 types: Shock, Story, Prophecy, Question, Contrast, or Secret. | | Random leads produce random results. Each type has a specific psychological mechanism that must match the audience. |
+| 2 | [ ] **Lead type matches awareness level** -- Shock/Question for Problem-Aware. Story/Secret for Unaware. Contrast/Prophecy for Solution-Aware. (See makepeace.md Lead Selection Matrix.) | | Wrong lead type for wrong awareness level = wasted energy. A Shock Lead on an Unaware audience confuses. A Story Lead on a Most-Aware audience bores. |
+| 3 | [ ] **Multiple leads written** -- At least 3 different lead variations were written before selecting the final one. | | The first lead you write is rarely the best. The best lead often comes from attempt 3, 4, or 5. |
+| 4 | [ ] **Read-aloud test passed** -- The lead was read aloud. No stumbling. No loss of energy. Each sentence pulls into the next. | | If YOU stumble reading it, the prospect will quit reading entirely. |
+
+**Score: ___/4 (Minimum: 3/4)**
+
+### 2B: Lead Quality (First 500 Words)
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **Emotional impact in sentence 1** -- The very first sentence creates an emotional reaction: surprise, fear, curiosity, outrage, or desire. NOT information delivery. | | You have 3 seconds. One sentence. If it doesn't HIT, the reader is gone. Information can wait. Emotion cannot. |
+| 2 | [ ] **No warm-up paragraphs** -- Zero throat-clearing. No "In today's world..." No "Dear Friend, I'm writing to you because..." The lead opens with IMPACT. | | Every word before the first emotional impact is a word that loses readers. Cut ruthlessly. |
+| 3 | [ ] **Specific detail in first 3 sentences** -- At least one concrete element: a non-round number, a named person, a named place, a specific date. | | Specificity in the first 3 sentences signals "this is REAL, not marketing." It lowers the prospect's hype-detector immediately. |
+| 4 | [ ] **No credentials in first 5 sentences** -- The lead does NOT open with who the expert is, what their degrees are, or what company this is. | | Nobody cares who you are until they care ABOUT WHAT you're saying. Credentials are earned after interest is established. |
+| 5 | [ ] **Sensory language present** -- At least 2 instances of sensory detail: sounds, sights, physical sensations, textures, temperatures. | | Sensory language activates the reader's body, not just their brain. A reader who FEELS the copy is 10x more likely to continue reading. |
+| 6 | [ ] **Emotional tension UNRESOLVED** -- The lead opens a loop that is NOT closed within the lead itself. The reader must continue reading to resolve the tension. | | A lead that resolves its own tension gives the reader permission to stop. The tension must PULL them forward, not release them. |
+| 7 | [ ] **Under 500 words** -- The lead does not exceed 500 words before transitioning to the body. | | A lead that runs too long loses its energy. The lead is a SPRINT, not a marathon. |
+| 8 | [ ] **Promise present (implicit or explicit)** -- Within the lead, the reader understands what they will GAIN by continuing to read. | | Curiosity alone wears off. A promise sustains attention. The reader needs to know: "What's in it for me if I keep reading?" |
+
+**Score: ___/8 (Minimum: 7/8)**
+
+---
+
+## 3. 4-Legged Stool of Proof
+
+Every claim in the copy must be supported. The 4-Legged Stool ensures
+proof is varied, stacked, and structurally sound. Missing even one
+leg creates vulnerability to competitor controls.
+
+### 3A: Leg Presence Check
+
+| # | Leg | Present? | Count | Quality (1-10) |
+|---|-----|----------|-------|-----------------|
+| 1 | [ ] **Expert/Authority Proof** -- Named expert with specific credential, institution, and years of experience. Not "doctors say" but "Dr. [Name], [X] years at [Institution]." | | ___ instances | |
+| 2 | [ ] **Testimonial/Social Proof** -- Real person with name, age, city, and specific measurable result. Not "many customers report..." | | ___ instances | |
+| 3 | [ ] **Mechanism/Scientific Proof** -- Explanation of WHY the product works at a biological, technical, or mechanical level. | | ___ instances | |
+| 4 | [ ] **Demonstration/Specificity Proof** -- Numbers, percentages, dates, before/after measurements, case study data. | | ___ instances | |
+
+**Stool Stability Rating:**
+
+| Legs Present | Rating | Action |
+|-------------|--------|--------|
+| 4/4 | CONTROL-GRADE | Proceed to quality scoring |
+| 3/4 | PUBLISHABLE BUT VULNERABLE | Add missing leg before delivery |
+| 2/4 | WEAK | Major revision -- add 2 legs minimum |
+| 1/4 or 0/4 | REJECT | Rewrite proof architecture from scratch |
+
+### 3B: Proof Quality Per Leg
+
+**Leg 1 -- Expert/Authority:**
+
+| # | Check | Pass? |
+|---|-------|-------|
+| 1 | [ ] Expert has FULL NAME (first and last) | |
+| 2 | [ ] Expert has SPECIFIC credential (not just "doctor" -- what KIND, from WHERE) | |
+| 3 | [ ] Expert has INSTITUTIONAL affiliation (named university, hospital, lab) | |
+| 4 | [ ] Expert has YEARS of experience specified (non-round number preferred) | |
+| 5 | [ ] Expert quote is in FIRST PERSON, conversational tone (not academic) | |
+| 6 | [ ] Multiple experts used (not relying on single authority) | |
+
+**Score: ___/6**
+
+**Leg 2 -- Testimonial/Social:**
+
+| # | Check | Pass? |
+|---|-------|-------|
+| 1 | [ ] Testimonial has FULL NAME or identifiable initial + last name | |
+| 2 | [ ] Testimonial has AGE | |
+| 3 | [ ] Testimonial has CITY/LOCATION | |
+| 4 | [ ] Testimonial has SPECIFIC RESULT (measurable, not vague) | |
+| 5 | [ ] Testimonial has TIMEFRAME for result | |
+| 6 | [ ] Testimonial includes a VIVID DETAIL that makes it feel real | |
+| 7 | [ ] At least 3 testimonials used across the copy | |
+| 8 | [ ] Testimonials represent DIFFERENT demographics (not all same profile) | |
+
+**Score: ___/8**
+
+**Leg 3 -- Mechanism/Scientific:**
+
+| # | Check | Pass? |
+|---|-------|-------|
+| 1 | [ ] Mechanism has a PROPRIETARY NAME (not generic description) | |
+| 2 | [ ] Mechanism explains WHY (causal, not just WHAT) | |
+| 3 | [ ] Mechanism uses an ANALOGY to make it accessible ("It's like...") | |
+| 4 | [ ] Mechanism is explained in PLAIN LANGUAGE (8th-grade level max) | |
+| 5 | [ ] Mechanism differentiates from competitor explanations | |
+| 6 | [ ] Mechanism proof appears BEFORE the solution is introduced | |
+
+**Score: ___/6**
+
+**Leg 4 -- Demonstration/Specificity:**
+
+| # | Check | Pass? |
+|---|-------|-------|
+| 1 | [ ] Non-round numbers used (87.3%, not 90%; $43,217, not $40,000) | |
+| 2 | [ ] Specific dates present (not "recently" but "March 14, 2024") | |
+| 3 | [ ] Before/after measurements with units | |
+| 4 | [ ] Sample size or participant count stated | |
+| 5 | [ ] Named institution or study identifier | |
+| 6 | [ ] Data presented EMOTIONALLY (not dry -- shows what the numbers MEAN for the reader) | |
+
+**Score: ___/6**
+
+### 3C: Proof Placement Check
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **No proof desert** -- No section of 200+ words without at least one proof element. | | The reader's skeptic brain activates after ~200 words of unproven claims. Maximum 200 words between proof anchors. |
+| 2 | [ ] **Proof adjacent to claims** -- Every major claim has its proof within 2-3 sentences (not in a separate section). | | Distance between claim and proof allows doubt to grow. Adjacency kills doubt instantly. |
+| 3 | [ ] **Proof sequence correct** -- Mechanism proof appears first, followed by expert, then demonstration, then testimonial. | | This mirrors the brain's natural processing: "How does it work?" -> "Who says so?" -> "What are the results?" -> "Who has done it?" |
+| 4 | [ ] **Proof is emotionally framed** -- Every proof element is introduced or followed by its emotional significance (not presented as dry data). | | Proof without emotional framing is academic writing. Proof WITH emotional framing is persuasion. |
+
+**Score: ___/4 (Minimum: 3/4)**
+
+---
+
+## 4. Fascination Quality Scoring
+
+Each fascination bullet must be individually scored. Then the
+full stack is scored as a set. This is the most granular section
+of the checklist because fascinations are the ENGINE of response.
+
+### 4A: Individual Fascination Test (Run Per Bullet)
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **Information Gap Created** -- The fascination hints at something specific but withholds the KEY reveal. The reader MUST buy to satisfy the curiosity. | | A fascination that reveals its own answer has zero selling power. The gap IS the sale. |
+| 2 | [ ] **Standalone Desire** -- This single fascination creates enough desire to justify purchasing the ENTIRE product. "Would someone buy for THIS ALONE?" | | Makepeace gold standard. Every fascination is a mini-ad for the whole product. |
+| 3 | [ ] **Specific Number Present** -- Contains at least one non-round number (87%, $4, 19 days, 2,847 participants). | | Numbers signal research, precision, and reality. Round numbers signal estimation and invention. |
+| 4 | [ ] **Named Element** -- Contains a named person, place, institution, or specific identifier (clinical trial #, page reference). | | Anonymous fascinations feel generic. Named fascinations feel discovered. |
+| 5 | [ ] **Page/Section Reference** -- References a specific page, chapter, or section (e.g., "page 47"). | | Page references imply a REAL product with real substance. They make the invisible tangible. |
+| 6 | [ ] **Emotional Charge** -- The fascination activates at least one emotion: fear, curiosity, greed, outrage, hope, vindication. You can NAME which one. | | A fascination running on pure information without emotional charge is trivia, not selling. |
+| 7 | [ ] **Under 3 Lines** -- The fascination is tight, compressed, punchy. No more than 3 lines of text. | | Long fascinations lose their punch. A fascination is a jab. The moment it becomes a paragraph, it stops being a fascination. |
+| 8 | [ ] **No Feature Language** -- Zero instances of "Includes...", "Learn about...", "Information on...", "Tips for...", "A chapter covering..." | | These structures DESCRIBE the product. Fascinations SELL the product. Table of contents entries do not create desire. |
+| 9 | [ ] **Type Identified** -- The fascination matches one of the 21 Types (Naked Benefit, Transactional, Inverted, Curiosity Teaser, If-Then, Truth About, Why, What, What Never, Number, Right/Wrong, How To, Secret, Warning, Quickest/Easiest, Specific Mechanism, Contrarian, Insider, Time-Bound, Comparison, PLUS). | | Knowing the type ensures intentional variety and prevents monotony. |
+| 10 | [ ] **Logo Test** -- No competitor could use this fascination without modification. It contains details proprietary to THIS offer. | | Generic fascinations are interchangeable. Makepeace-grade fascinations are anchored to specific mechanisms, names, and stories that belong to ONE offer. |
+
+**Individual Scoring:**
+
+| Score | Rating | Action |
+|-------|--------|--------|
+| 9-10 | MAKEPEACE-GRADE | Ship with confidence |
+| 7-8 | STRONG | Minor tightening, then ship |
+| 5-6 | ADEQUATE | Rewrite -- missing key elements |
+| 3-4 | WEAK | Major rewrite required |
+| Below 3 | REJECT | Scrap and write new fascination |
+
+### 4B: Fascination Stack Test (Full Set)
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| S1 | [ ] **Minimum 15 fascinations** -- Long-form sales letter has at least 15 fascinations total (across bullets + embedded). | | Fewer than 15 does not create the cumulative "desire avalanche" that Makepeace promos generate. |
+| S2 | [ ] **Minimum 8 different types used** -- The stack uses at least 8 of the 21 fascination types. | | Same-type fascinations create monotony. Variety keeps each bullet fresh and activates different psychological levers. |
+| S3 | [ ] **Strongest fascination FIRST** -- The single most compelling fascination opens the stack (primacy effect). | | The first bullet determines whether the reader commits to reading the rest. A weak opener loses them. |
+| S4 | [ ] **Second-strongest LAST** -- The second most compelling fascination closes the stack (recency effect). | | The last bullet determines the emotional state when the reader hits the offer. Make it powerful. |
+| S5 | [ ] **PLUS bullet at end** -- The final fascination uses the "PLUS" type ("PLUS -- [additional greed-stoking benefit]"). | | The PLUS bullet triggers the greed cascade: more-more-MORE. It pushes the reader over the edge. |
+| S6 | [ ] **No consecutive same-type** -- No two adjacent fascinations use the same type. | | Adjacent same-type fascinations feel repetitive even if the content differs. The brain craves pattern variety. |
+| S7 | [ ] **Opening word variety** -- No two consecutive fascinations start with the same word or structure. | | "The... The... The..." creates visual monotony. Each fascination must LOOK different at first glance. |
+| S8 | [ ] **Paragraph breaks present** -- No more than 4 fascinations without a visual break (white space, sub-head, or transition sentence). | | A wall of bullets overwhelms the eye. Strategic breaks let each cluster breathe and maintain impact. |
+| S9 | [ ] **Read-aloud test** -- Every fascination read aloud. Any stumble = rewrite. Any energy drop = rewrite. | | The ear catches what the eye misses. Stumbling kills the rhythm that makes fascination stacks hypnotic. |
+| S10 | [ ] **"So What?" test** -- For each fascination: "So what?" If no immediate, visceral answer, add stakes or cut. | | Curiosity without stakes is trivia. Curiosity WITH stakes is urgency. Every fascination must answer "So what?" with "YOUR LIFE depends on knowing this." |
+
+**Stack Score: ___/10 (Minimum: 8/10)**
+
+---
+
+## 5. Dimensionalization Checklist
+
+Benefits that are not dimensionalized are FLAT -- they engage the
+brain without moving the gut. This section ensures the top benefits
+are expanded to their full emotional depth.
+
+### 5A: "And What Will That Do For Me?" Chain
+
+For EACH of the top 5 benefits, trace the chain from feature to
+emotional bedrock. All 5 must reach the EMOTIONAL BEDROCK level.
+
+**Benefit #1: ________________________________**
+
+| Level | Content | Complete? |
+|-------|---------|-----------|
+| Feature | [What the product DOES] | [ ] |
+| Rational Benefit | [What that MEANS practically] | [ ] |
+| Deeper Benefit | [How that CHANGES their day-to-day] | [ ] |
+| Emotional Bedrock | [How that makes them FEEL at the deepest level] | [ ] |
+
+**Benefit #2: ________________________________**
+
+| Level | Content | Complete? |
+|-------|---------|-----------|
+| Feature | | [ ] |
+| Rational Benefit | | [ ] |
+| Deeper Benefit | | [ ] |
+| Emotional Bedrock | | [ ] |
+
+**Benefit #3: ________________________________**
+
+| Level | Content | Complete? |
+|-------|---------|-----------|
+| Feature | | [ ] |
+| Rational Benefit | | [ ] |
+| Deeper Benefit | | [ ] |
+| Emotional Bedrock | | [ ] |
+
+**Benefit #4: ________________________________**
+
+| Level | Content | Complete? |
+|-------|---------|-----------|
+| Feature | | [ ] |
+| Rational Benefit | | [ ] |
+| Deeper Benefit | | [ ] |
+| Emotional Bedrock | | [ ] |
+
+**Benefit #5: ________________________________**
+
+| Level | Content | Complete? |
+|-------|---------|-----------|
+| Feature | | [ ] |
+| Rational Benefit | | [ ] |
+| Deeper Benefit | | [ ] |
+| Emotional Bedrock | | [ ] |
+
+**Score: ___/5 benefits reaching emotional bedrock (Minimum: 4/5)**
+
+### 5B: 4-Dimension Expansion (Top 5 Benefits)
+
+Each benefit must be expanded across all 4 dimensions. Not every benefit
+needs all 4 at maximum depth, but the TOP 5 must have all 4 present.
+
+| # | Benefit | Physical | Social | Emotional | Identity | Dimensions Present |
+|---|---------|----------|--------|-----------|----------|-------------------|
+| 1 | _______ | [ ] | [ ] | [ ] | [ ] | ___/4 |
+| 2 | _______ | [ ] | [ ] | [ ] | [ ] | ___/4 |
+| 3 | _______ | [ ] | [ ] | [ ] | [ ] | ___/4 |
+| 4 | _______ | [ ] | [ ] | [ ] | [ ] | ___/4 |
+| 5 | _______ | [ ] | [ ] | [ ] | [ ] | ___/4 |
+
+**Dimension Definitions:**
+- **Physical:** What the BODY feels (sensation, relief, energy, pain absence)
+- **Social:** How OTHERS react (spouse notices, coworkers ask, strangers comment)
+- **Emotional:** What the HEART feels (relief, joy, confidence, peace)
+- **Identity:** Who they BECOME (their new self-concept, their new role)
+
+**Rule:** Top 3 benefits must have 4/4 dimensions. Benefits 4-5 must have at
+least 3/4 dimensions. If any top-3 benefit has fewer than 4, dimensionalize
+before delivery.
+
+**Score: ___/20 total dimension checks (Minimum: 17/20)**
+
+---
+
+## 6. Selling the Diagnosis (Health Copy Only)
+
+For health and supplement copy, this is the most CRITICAL section.
+Makepeace spent 35-50% of health copy selling the DIAGNOSIS before
+ever mentioning the product. Skip this and the sale collapses.
+
+### 6A: Diagnosis Sequence Check
+
+| # | Step | Present? | Word Count | Quality (1-10) |
+|---|------|----------|------------|-----------------|
+| 1 | [ ] **Problem Validation** -- "You've been suffering from X, and it's real." The prospect's suffering is ACKNOWLEDGED, not minimized. | | _____ | |
+| 2 | [ ] **Previous Solution Invalidation** -- "You've tried Y and Z, but they failed because they targeted the WRONG thing." Explains WHY nothing has worked. | | _____ | |
+| 3 | [ ] **Real Cause Revelation** -- "The REAL reason is [new mechanism]." A paradigm shift. Something the prospect has NEVER heard before. | | _____ | |
+| 4 | [ ] **Mechanism Naming** -- The cause has a PROPRIETARY NAME -- memorable, intriguing, slightly scientific but accessible. | | _____ | |
+| 5 | [ ] **Mechanism Explanation** -- HOW the mechanism works, explained with analogy and plain language. An 8-year-old could follow the logic. | | _____ | |
+| 6 | [ ] **Exoneration** -- "It's NOT your fault. It's not your genes. It's not your willpower. It's THIS mechanism." The prospect is absolved. | | _____ | |
+| 7 | [ ] **Only-Solution Bridge** -- The ONLY way to address THIS specific mechanism is the product being sold. No other approach targets THIS cause. | | _____ | |
+
+**Score: ___/7 (Minimum: 6/7 -- ALL first 6 are non-negotiable)**
+
+### 6B: Diagnosis Quality Checks
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **Diagnosis occupies 35-50% of total copy** -- Word count verification. The diagnosis section (Steps 1-6 above) constitutes 35-50% of the entire letter. | | Rushing to the product before fully selling the diagnosis is the #1 amateur mistake in health copy. |
+| 2 | [ ] **Mechanism name passes "cocktail party test"** -- Would a prospect REMEMBER the mechanism name and TELL a friend about it at a party? | | A forgettable mechanism name produces forgettable copy. The name must stick like gum to a shoe. |
+| 3 | [ ] **Analogy present for complex biology** -- At least one "It's like [familiar thing]" analogy to make the mechanism tangible. | | Complex science without analogy creates confusion. Analogy creates the "aha moment" that makes the sale. |
+| 4 | [ ] **Enemy identified** -- There is a VILLAIN: Big Pharma, conventional doctors, the food industry, a specific company, a specific policy. | | Enemies give the prospect someone to blame AND a reason to trust YOUR alternative. Without an enemy, the copy lacks anger and vindication energy. |
+| 5 | [ ] **"Why nothing worked" is answered** -- The copy explicitly explains why every previous solution the prospect tried was doomed to fail. | | If the prospect doesn't understand WHY everything else failed, they won't believe THIS solution is different. |
+| 6 | [ ] **"Aha moment" present** -- There is a single sentence or short paragraph where the reader goes "THAT'S why!" -- the moment the diagnosis clicks. | | The "aha moment" is the sale. It is the instant the prospect's paradigm shifts and your product becomes the only logical answer. |
+
+**Score: ___/6 (Minimum: 5/6)**
+
+---
+
+## 7. Lead Type Selection Guide
+
+Use this guide to select the optimal lead type BEFORE writing. Match
+the lead type to the audience's awareness level and the market's
+sophistication stage.
+
+### 7A: Audience Analysis (Complete Before Writing)
+
+| Question | Answer |
+|----------|--------|
+| **Awareness Level:** Unaware / Problem-Aware / Solution-Aware / Product-Aware / Most Aware | _________ |
+| **Sophistication Level:** 1 (First to Market) / 2 (Enlarged Claim) / 3 (Mechanism) / 4 (Mechanism++) / 5 (Identification) | _________ |
+| **Primary DRE:** Which of the 16 emotions dominates? | _________ |
+| **Previous solutions tried:** What has the prospect already attempted? | _________ |
+| **Market temperature:** Cold (doesn't know the market exists) / Warm (shops actively) / Hot (ready to buy today) | _________ |
+
+### 7B: Lead Type Recommendation Matrix
+
+| Awareness | Sophistication | Market Temp | Recommended Lead Types | Notes |
+|-----------|---------------|-------------|----------------------|-------|
+| Unaware | 1-2 | Cold | Story, Secret | Must enter through narrative |
+| Problem-Aware | 2-3 | Warm | Shock, Question | Amplify existing pain |
+| Solution-Aware | 3-4 | Warm | Contrast, Prophecy | Show THIS solution is different |
+| Product-Aware | 4-5 | Hot | Shock, Prophecy | Reframe what they think they know |
+| Most Aware | 5 | Hot | Question, Contrast | Short lead, straight to offer |
+
+### 7C: Lead Type Quality Checks (Type-Specific)
+
+**If using SHOCK Lead:**
+- [ ] Opening fact/statistic is SPECIFIC (non-round number)
+- [ ] Fact is emotionally DISTURBING (not just interesting)
+- [ ] Source/credibility for the fact is provided within 3 sentences
+- [ ] Transition from shock to "what this means for YOU"
+
+**If using STORY Lead:**
+- [ ] Opens in medias res (middle of the action, not the beginning)
+- [ ] Named character with age, occupation, location
+- [ ] Sensory details (at least 2: sound, sight, touch, smell)
+- [ ] Story connects to the reader's situation within 200 words
+
+**If using PROPHECY Lead:**
+- [ ] Specific date or timeframe for the prediction
+- [ ] Credible basis for the prediction (not just assertion)
+- [ ] Historical pattern cited as evidence (dates and data)
+- [ ] Stakes made personal: what happens to the READER if this comes true
+
+**If using QUESTION Lead:**
+- [ ] Question targets a known pain point (not generic)
+- [ ] Prospect CANNOT answer "no" honestly (the question is rigged)
+- [ ] Question implies the existence of a solution
+- [ ] Follow-up sentences deepen the question, don't answer it
+
+**If using CONTRAST Lead:**
+- [ ] "Before" world is VIVID and specific (sensory details)
+- [ ] "After" world is equally vivid and specific
+- [ ] Gap between before/after creates desire
+- [ ] The BRIDGE from before to after is hinted at but not revealed
+
+**If using SECRET Lead:**
+- [ ] The "secret" is framed as DISCOVERED (not invented)
+- [ ] Source of discovery is named (researcher, institution, place)
+- [ ] The secret promises a specific, measurable benefit
+- [ ] Exclusivity is implied (few people know this)
+
+---
+
+## 8. Control-Beating Analysis
+
+When writing to BEAT an existing control, complete this analysis
+BEFORE writing a single word of your new promotion.
+
+### 8A: Control Deconstruction
+
+| Element | Control's Approach | Strength (1-10) | Weakness (1-10) |
+|---------|-------------------|------------------|------------------|
+| **Lead Type** | ________________ | ___ | ___ |
+| **ESP/Dominant Emotion** | ________________ | ___ | ___ |
+| **Mechanism** | ________________ | ___ | ___ |
+| **Proof Stack** | ________________ | ___ | ___ |
+| **Fascinations** | ________________ | ___ | ___ |
+| **Offer** | ________________ | ___ | ___ |
+| **Urgency** | ________________ | ___ | ___ |
+| **Guarantee** | ________________ | ___ | ___ |
+
+### 8B: Attack Strategy
+
+| Control Weakness | Your Attack | Expected Impact |
+|-----------------|-------------|-----------------|
+| ________________ | ________________ | ________________ |
+| ________________ | ________________ | ________________ |
+| ________________ | ________________ | ________________ |
+
+**Rules:**
+- [ ] Your promo is STRONGEST where the control is WEAKEST
+- [ ] Your promo uses a DIFFERENT lead type than the control
+- [ ] Your promo activates a DIFFERENT dominant emotion than the control
+- [ ] Your promo has MORE proof stacked than the control
+- [ ] Your promo has DEEPER dimensionalization than the control
+- [ ] Your fascinations create STRONGER information gaps than the control
+- [ ] Your urgency is more ORGANIC and LAYERED than the control
+
+### 8C: Control-Beating Confidence Score
+
+| Factor | Weight | Score (1-10) | Weighted |
+|--------|--------|-------------|----------|
+| Stronger lead | 25% | ___ | ___ |
+| Deeper emotion | 20% | ___ | ___ |
+| More proof | 20% | ___ | ___ |
+| Better mechanism | 15% | ___ | ___ |
+| Stronger fascinations | 10% | ___ | ___ |
+| Better offer/urgency | 10% | ___ | ___ |
+| **TOTAL** | 100% | | **___** |
+
+**Confidence Rating:**
+
+| Score | Rating | Action |
+|-------|--------|--------|
+| 8.0+ | HIGH CONFIDENCE | Ship. Strong beat potential. |
+| 6.5-7.9 | MODERATE | Strengthen weakest area before shipping |
+| 5.0-6.4 | LOW | Significant revision needed |
+| Below 5.0 | REJECT | Fundamental rethink required |
+
+---
+
+## 9. Urgency Architecture Check
+
+Urgency must be ARCHITECTURAL -- woven throughout the copy from
+paragraph one, not tacked on at the end. This section validates
+all three urgency layers.
+
+| # | Check | Pass? | Why It Matters |
+|---|-------|-------|----------------|
+| 1 | [ ] **Consequence urgency in body** -- The cost of INACTION is made vivid and specific throughout the body copy. Not just "act now" but "every day you wait, X gets worse." | | Consequence urgency is the most powerful form because it is organic -- it comes from the problem itself, not an artificial deadline. |
+| 2 | [ ] **Consequence urgency is SPECIFIC** -- Not "things will get worse" but "every day, 3 more hair cells die and they NEVER regenerate." With a specific mechanism. | | Vague consequences produce vague urgency. Specific consequences create visceral "I need to act NOW" responses. |
+| 3 | [ ] **Scarcity urgency in offer** -- Limited supply, limited batch, limited enrollment. With SPECIFIC numbers (not "limited quantities"). | | "Limited quantities" is cliche. "We produced 2,000 bottles and 14,000 people will read this letter" is credible scarcity. |
+| 4 | [ ] **Opportunity urgency in close** -- A specific window, deadline, or event that creates time pressure. | | Open-ended offers produce open-ended procrastination. A window that CLOSES creates immediate action. |
+| 5 | [ ] **All 3 urgency types present** -- Consequence (body), Scarcity (offer), Opportunity (close). Layered, not scattered. | | Single-type urgency can be dismissed. Triple-layered urgency creates psychological inevitability. |
+| 6 | [ ] **Urgency feels ORGANIC** -- The urgency arises naturally from the situation described, not from manufactured pressure. | | Artificial urgency ("ACT NOW! LIMITED TIME!") triggers hype-resistance. Organic urgency ("This batch expires; the clinical trial ends; the damage compounds daily") triggers genuine action. |
+| 7 | [ ] **PS contains urgency** -- At least one PS line restates the urgency with a specific deadline or consequence. | | Many readers skip to the PS first. If urgency isn't there, they feel no pressure when they encounter the CTA. |
+
+**Score: ___/7 (Minimum: 6/7)**
+
+---
+
+## 10. Overall Scoring Matrix
+
+### Section Scores Summary
+
+| # | Section | Score | Max | Min Required | Pass? |
+|---|---------|-------|-----|-------------|-------|
+| 1 | ESP Foundation | ___/6 | 6 | 5 | [ ] |
+| 2 | ESP Threading | ___/10 | 10 | 9 | [ ] |
+| 3 | Lead Selection | ___/4 | 4 | 3 | [ ] |
+| 4 | Lead Quality | ___/8 | 8 | 7 | [ ] |
+| 5 | Proof Stool (Legs Present) | ___/4 | 4 | 4 | [ ] |
+| 6 | Proof Quality (Expert) | ___/6 | 6 | 4 | [ ] |
+| 7 | Proof Quality (Testimonial) | ___/8 | 8 | 6 | [ ] |
+| 8 | Proof Quality (Mechanism) | ___/6 | 6 | 5 | [ ] |
+| 9 | Proof Quality (Demonstration) | ___/6 | 6 | 4 | [ ] |
+| 10 | Proof Placement | ___/4 | 4 | 3 | [ ] |
+| 11 | Fascination (Individual Avg) | ___/10 | 10 | 7 | [ ] |
+| 12 | Fascination Stack | ___/10 | 10 | 8 | [ ] |
+| 13 | Dimensionalization (Chain) | ___/5 | 5 | 4 | [ ] |
+| 14 | Dimensionalization (4-Dim) | ___/20 | 20 | 17 | [ ] |
+| 15 | Diagnosis Sequence (Health) | ___/7 | 7 | 6 | [ ] |
+| 16 | Diagnosis Quality (Health) | ___/6 | 6 | 5 | [ ] |
+| 17 | Urgency Architecture | ___/7 | 7 | 6 | [ ] |
+
+### Final Rating
+
+| Total Sections Passing | Rating | Action |
+|----------------------|--------|--------|
+| 17/17 (or 15/15 non-health) | MAKEPEACE-GRADE CONTROL | Ship with confidence. This is control-beating copy. |
+| 14-16 (or 13-14 non-health) | STRONG PROMO | Fix failing sections, then ship. Competitive but not dominant. |
+| 11-13 (or 10-12 non-health) | NEEDS WORK | Multiple structural weaknesses. Revise before shipping. |
+| 8-10 (or 7-9 non-health) | WEAK | Major revision across multiple sections. Do not ship. |
+| Below 8 (or below 7) | REJECT | Fundamental rewrite required. Start from the ESP. |
+
+### Weighted Composite Score
+
+For a single number to compare across promos:
+
+| Section Group | Weight | Your Score | Weighted |
+|--------------|--------|------------|----------|
+| ESP (Sections 1-2) | 20% | ___/16 = ___% | ___ |
+| Lead (Sections 3-4) | 20% | ___/12 = ___% | ___ |
+| Proof (Sections 5-10) | 25% | ___/34 = ___% | ___ |
+| Fascinations (Sections 11-12) | 15% | ___/20 = ___% | ___ |
+| Dimensionalization (Sections 13-14) | 10% | ___/25 = ___% | ___ |
+| Urgency (Section 17) | 10% | ___/7 = ___% | ___ |
+| **COMPOSITE** | **100%** | | **___%** |
+
+**Composite Interpretation:**
+
+| Composite | Rating |
+|-----------|--------|
+| 90%+ | Control-killer. Makepeace would approve. |
+| 80-89% | Strong promo. Minor polish needed. |
+| 70-79% | Decent but vulnerable. Will not beat strong controls. |
+| 60-69% | Below standard. Significant revision required. |
+| Below 60% | Reject. Fundamental rethinking needed. |
+
+---
+
+## Appendix A: The 16 Dominant Emotions Quick Reference
+
+Use this during ESP selection to ensure precision in emotion naming.
+
+| # | Emotion | Trigger Conditions | Best For |
+|---|---------|-------------------|----------|
+| 1 | Fear | Loss, death, degradation, irreversibility | Health, financial |
+| 2 | Anger | Injustice, suppression, being cheated | Enemy-driven promos |
+| 3 | Betrayal | Trusted authority failed them | Medical, financial advisor |
+| 4 | Revenge/Vindication | Proving doubters wrong | Transformation offers |
+| 5 | Greed | More money, more status, more youth | Financial, anti-aging |
+| 6 | Hope | A way out finally exists | Any market where despair is DRE |
+| 7 | Frustration | Nothing has worked despite effort | Repeat-purchase markets |
+| 8 | Shame | How others perceive their failure | Weight, ED, hearing, debt |
+| 9 | Guilt | Failing someone they love | Family health, retirement |
+| 10 | Sadness | Loss of ability, nostalgia | Health, age-related |
+| 11 | Powerlessness | No control over the situation | Chronic conditions, markets |
+| 12 | Happiness | Anticipation of the transformed state | Solution section |
+| 13 | Love/Caring | Protecting someone else | Family-oriented offers |
+| 14 | Security | Safety, predictability, control | Insurance, savings, health |
+| 15 | Passion | Excitement, enthusiasm, aliveness | Lifestyle, hobbies |
+| 16 | Urgency | Time running out, window closing | Close, PS, scarcity |
+
+---
+
+## Appendix B: 21 Fascination Types Quick Reference
+
+Use this during fascination writing to ensure type variety.
+
+| # | Type | Template | Example Starter |
+|---|------|----------|----------------|
+| 1 | Naked Benefit | [Direct benefit statement] | "How to silence the ringing in 14 days..." |
+| 2 | Transactional | "Give me [X] and I'll give you [Y]" | "Give me 90 seconds and I'll show you..." |
+| 3 | Inverted | "Don't [X] until you know [Y]" | "Don't take another statin until..." |
+| 4 | Curiosity Teaser | [Hint at extraordinary, withhold key] | "The strange connection between..." |
+| 5 | If-Then | "If you [X], then you can [Y]" | "If you have more than 3 of these symptoms..." |
+| 6 | Truth About | "The truth about [X]..." | "The truth about 'natural' supplements..." |
+| 7 | Why | "Why [X] causes [Y]..." | "Why your hearing gets WORSE after 6PM..." |
+| 8 | What | "What [X] reveals about [Y]" | "What your earwax reveals about..." |
+| 9 | What Never | "What NEVER to [X]..." | "What NEVER to eat before a hearing test..." |
+| 10 | Number | "[N] ways/foods/signs..." | "The 3 foods feeding the deposits..." |
+| 11 | Right/Wrong | "Right and wrong ways to [X]" | "Right and wrong ways to clean your ears..." |
+| 12 | How To | "How to [X] without [Y]" | "How to protect your hearing without..." |
+| 13 | Secret | "The secret [X] that [Y]" | "The secret ingredient audiologists..." |
+| 14 | Warning | "WARNING: If you [X]..." | "WARNING: If you take blood thinners..." |
+| 15 | Quickest/Easiest | "The quickest way to [X]" | "The quickest way to test your hearing..." |
+| 16 | Specific Mechanism | [Names precise method/ingredient] | "The CoQ10 form that crosses the blood-brain..." |
+| 17 | Contrarian | "Why [X] is actually [opposite]" | "Why 'ear protection' actually CAUSES..." |
+| 18 | Insider | "What [authorities] do privately..." | "What ENT surgeons take privately..." |
+| 19 | Time-Bound | "How to [X] in [timeframe]" | "How to reduce ringing 50% in 14 days..." |
+| 20 | Comparison | "Why [X] works [N]x better than [Y]" | "Why this form absorbs 340% better..." |
+| 21 | PLUS | "PLUS -- [additional benefit]" | "PLUS -- the $4 home test that measures..." |
+
+---
+
+*Makepeace Control-Killer Checklist v1.0*
+*Based on: Quick-Start Copywriting System, 21 Bullet Secrets, Emotional Trigger Words, Pretty Darned Good Outline, AWAI Makepeace Method*
+*Reference: ~/.claude/copy-squad/makepeace.md*