@sellable/mcp 0.1.0

package/skills/create-campaign-brief/references/examples/briefs/westpark-villas.md

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+# westpark villas Campaign Brief + Rubric Archive
+
+Source: [75-ALL-CLIENT-CAMPAIGN-CORPUS.json](/Users/christianreyes/dev/dittto-fresh/web/.planning/phases/75-canonical-campaign-brief-and-copy-calibration/75-ALL-CLIENT-CAMPAIGN-CORPUS.json)
+
+Campaigns captured: 26
+
+---
+
+## Batangas Local Professional Campaign
+
+- Sent: 259
+- Replied: 1
+- Accepted: 56
+- Updated: 2026-01-22T23:58:30.490Z
+
+### Campaign Brief
+
+# Investment Breakdown & New Year Sale for Batangas Professionals
+
+## Campaign Objective
+
+Launch a campaign to **professionals and families in the Batangas/CALABARZON region** to offer them a **flood-free, 3-bedroom home at West Park Villas** with a special **New Year Sale discount** and a full investment breakdown.
+
+## Ideal Customer Profile (ICP)
+
+- **Company type:** Local businesses, government offices, hospitals, and educational institutions (e.g., Lyceum faculty).
+- **Role & seniority:** Mid-to-senior level professionals, healthcare workers, engineers, and educators.
+- **Company size:** Stable local employers and regional hubs.
+- **Geography:** Batangas (San Luis, Taal, Lemery, Bauan) and the wider CALABARZON area.
+
+## Meeting Value (Offer)
+
+In a 15-minute call, I will walk you through the full investment breakdown for West Park Villas, including the 5-year ROI forecast for the San Luis growth corridor. I'll also share the specific New Year Sale discount details for our 120sqm units and show you the current site plan so we can identify the best remaining corner lots for your family or investment portfolio.
+
+## Social Proof
+
+**Primary Proof:** West Park Villas is strategically located just 0.2km (2 minutes) from the Lyceum of San Luis, ensuring high long-term property value and consistent rental demand from faculty and families in a 100% flood-free, elevated terrain.
+
+## Messaging Style
+
+- **Language:** Write all messages in **Tagalog** (or Taglish) for a friendlier, more personal tone
+- **Tone:** Casual, approachable, like messaging a kababayan
+- **Keep it natural:** Use everyday Tagalog, not formal/stiff language
+
+### Rubric Markdown
+
+(none stored)
+
+### Structured Lead Scoring Rubrics
+
+(none stored)
+
+---
+
+## Flood-Free Investment for Manila Families
+
+- Sent: 8
+- Replied: 1
+- Accepted: 4
+- Updated: 2026-01-20T22:03:27.873Z
+
+### Campaign Brief
+
+# Flood-Free Investment for Manila Families
+
+## Campaign Objective
+
+Launch campaign to **Filipino families in Manila** who are looking for **affordable property outside the metro** and offer them a **15-minute investment package review for Westpark Villas** - showing floor plans, pricing, and 10%+ annual appreciation in a flood-free zone near Lyceum University.
+
+## Ideal Customer Profile (ICP)
+
+- **Company type:** Filipino families and individuals in Metro Manila area seeking affordable property investment outside the city
+- **Role & seniority:** Homebuyers, property investors, family decision-makers with purchasing power
+- **Income level:** ₱1.2M - ₱2.5M budget for property investment (can afford ₱1.8M house and lot)
+- **Geography:** Metro Manila (NCR) - particularly those considering relocation or investment in CALABARZON region
+- **Pain point:** Priced out of Manila market but concerned about flood risk in cheaper provincial areas
+
+## Meeting Value (Offer)
+
+In a 15-minute call, we'll walk you through the complete Westpark Villas investment package: (1) floor plans and unit availability for the 176-lot subdivision, (2) transparent pricing breakdown (₱1.8M for 3BR/2BA house and lot), and (3) location advantages including flood-free elevated terrain, proximity to Lyceum University for rental income potential, and the new municipal building across the street. You'll see exactly why this property has appreciated 10%+ year-over-year, making it one of the fastest-growing spots in Batangas.
+
+## Social Proof
+
+**Property Performance:** The Westpark Villas area has appreciated more than 10% year-over-year, making it one of the fastest-growing property markets in the Batangas region.
+
+**Safety & Location Proof:** Flood-resistant elevated terrain with proper drainage systems, located directly across from the new municipal building in San Luis, and positioned in front of Lyceum University.
+
+**Development Credibility:** Developed by Toloca Development Corp., offering 176 residential units with complete amenities (clubhouse, swimming pool, basketball court) in a medium-cost housing subdivision.
+
+### Rubric Markdown
+
+(none stored)
+
+### Structured Lead Scoring Rubrics
+
+#### not_real_estate_agent
+
+- Required: true
+- Use for scoring: true
+- Allow partial credit: false
+- Strict matching: false
+- Description: Filters out competitors or industry peers who are not end-investors.
+- Reason: We want to reach buyers and investors, not other agents looking to sell.
+- Criterion: NO if the prospect's title indicates they are a Real Estate Broker, Agent, or Property Consultant. YES otherwise.
+
+#### philippines_resident
+
+- Required: true
+- Use for scoring: true
+- Allow partial credit: true
+- Strict matching: false
+- Description: Checks if the prospect is based in the Philippines.
+- Reason: The campaign targets families looking for property near Manila or in Batangas; international leads without local ties are unlikely to invest.
+- Criterion: YES if the prospect is located in the Philippines, specifically Metro Manila or CALABARZON. NO if they are based internationally with no clear ties to the Philippines.
+
+#### professional_purchasing_power
+
+- Required: true
+- Use for scoring: true
+- Allow partial credit: true
+- Strict matching: false
+- Description: Evaluates if the prospect's professional level suggests they can afford a ₱1.8M investment.
+- Reason: A ₱1.8M property requires a stable income (₱1.2M - ₱2.5M annual budget), which is typically found in mid-to-senior professional roles.
+- Criterion: YES if the prospect holds a mid-to-senior level professional role (e.g., Manager, Director, VP, Owner, CPA, Engineer, Consultant). NO for entry-level, student, or junior roles.
+
+#### professional_purchasing_power
+
+- Required: true
+- Use for scoring: true
+- Allow partial credit: true
+- Strict matching: false
+- Description: Evaluates if the prospect's professional level suggests they can afford a ₱1.8M investment.
+- Reason: A ₱1.8M property requires a stable income (₱1.2M - ₱2.5M annual budget), which is typically found in mid-to-senior professional roles.
+- Criterion: YES if the prospect holds a mid-to-senior level professional role (e.g., Manager, Director, VP, Owner, CPA, Engineer, Consultant). NO for entry-level, student, or junior roles.
+
+#### not_real_estate_agent
+
+- Required: true
+- Use for scoring: true
+- Allow partial credit: false
+- Strict matching: false
+- Description: Filters out competitors or industry peers who are not end-investors.
+- Reason: We want to reach buyers and investors, not other agents looking to sell.
+- Criterion: NO if the prospect's title indicates they are a Real Estate Broker, Agent, or Property Consultant. YES otherwise.
+
+#### philippines_resident
+
+- Required: true
+- Use for scoring: true
+- Allow partial credit: true
+- Strict matching: false
+- Description: Checks if the prospect is based in the Philippines.
+- Reason: The campaign targets families looking for property near Manila or in Batangas; international leads without local ties are unlikely to invest.
+- Criterion: YES if the prospect is located in the Philippines, specifically Metro Manila or CALABARZON. NO if they are based internationally with no clear ties to the Philippines.
+
+---
+
+## West Park Villas - Batangas Growth Campaign
+
+- Sent: 15
+- Replied: 0
+- Accepted: 0
+- Updated: 2026-01-22T05:14:31.244Z
+
+### Campaign Brief
+
+# Investment ROI Analysis for Batangas Real Estate Investors
+
+## Campaign Objective
+
+Launch campaign to **Investors** interested in the Batangas growth corridor and offer them a **15-minute Investment ROI Analysis** for West Park Villas in San Luis.
+
+## Ideal Customer Profile (ICP)
+
+- **Company type:** Individual Real Estate Investors, Property Portfolio Managers, or Local Business Owners.
+- **Role & seniority:** Decision-makers looking for tangible, appreciating assets.
+- **Company size:** N/A (Focusing on individual investment capacity).
+- **Geography:** Philippines (Batangas, Lipa, Metro Manila) and OFWs (Middle East, USA, Europe, Singapore).
+
+## Meeting Value (Offer)
+
+In a 15-minute call, we will walk you through a custom Investment ROI Analysis for West Park Villas. We will show projected appreciation rates at the current ₱4.5K/sqm entry price and compare it to neighboring areas like Lipa to show the specific growth potential of San Luis. You’ll leave with a clear understanding of the yield potential before the next price increase.
+
+## Social Proof
+
+**Primary Proof:** Model house and site progress photos showing the actual 3BR/2BA development in San Luis, Batangas. We will share current site development updates to demonstrate the project's momentum and tangible value.
+
+### Rubric Markdown
+
+(none stored)
+
+### Structured Lead Scoring Rubrics
+
+(none stored)
+
+---
+
+## Sellable: 90-Second GTM Sprint for Founders
+
+- Sent: 0
+- Replied: 0
+- Accepted: 0
+- Updated: 2026-02-13T23:54:32.351Z
+
+### Campaign Brief
+
+# 5m Campaign Build for B2B SaaS Founders
+
+## Campaign Objective
+
+Launch campaign to **B2B SaaS Founders** who are overwhelmed by GTM complexity and offer them a **live, 5m outbound campaign build via chat** to simplify their sales process.
+
+## Ideal Customer Profile (ICP)
+
+- **Company type:** B2B SaaS Startups
+- **Role & seniority:** Founders, Co-Founders, and CEOs (Founders who still lead sales)
+- **Company size:** 1-50 employees
+- **Geography:** North America and Europe
+
+## Meeting Value (Offer)

package/skills/create-campaign-brief/references/icp-lock-question-bank.md

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+# ICP Lock Question Bank
+
+ICP lock is about sourcing and filter mechanics. Messaging inputs come later.
+
+## Required Mechanics
+
+- company demographics
+- company size and maturity
+- roles and titles
+- title synonyms
+- anti-titles
+- exclusions
+- geography
+- signals and triggers
+- volume constraints
+
+Bias:
+
+- required buyer-fit rules first
+- required exclusion rules first
+- optional/non-required rules are rare and usually belong after the lead sample
+- use the first sample to discover false positives before getting more precise
+
+## Questions To Ask Only When Blocking
+
+- Which buyer owns the pain and budget?
+- Which titles are false positives?
+- Which company sizes are too small or too mature?
+- Which geography is actually serviceable?
+- Which signals prove timing?
+- What volume range makes the campaign worth running?
+- Which existing customers, competitors, or verticals should be excluded?
+
+## Keep Out Of ICP Lock
+
+- pain language
+- social proof
+- objections
+- CTA
+- voice
+- token rules
+
+Those belong in messaging inputs and the brief's copy sections.

package/skills/create-campaign-brief/references/messaging-inputs.md

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+# Messaging Inputs
+
+Messaging inputs translate strategy into a compact message thesis for Phase 83.
+Final copy-ready rules and variants belong to the later message step after the
+first lead sample and filter tightening.
+
+In Phase 83, draft only the likely InMail angle after the brief makes the
+sequence clear: find leads first, tighten the filter second, and draft the real
+message last. Copy quality depends on which prospects qualify and which proof
+claims survive that process.
+
+## Required Inputs
+
+- safe proof
+- off-limits claims
+- CTA preference
+- voice notes
+- token inventory
+- token source
+- token fill rules
+- fallback or removal rules
+
+## Phase 83 Token Notes
+
+Every likely personalization input should have:
+
+- source
+- fill rule
+- fallback or removal rule
+
+Required common tokens can include:
+
+- `{{first_name}}`
+- `{{company}}`
+- `{{role_family}}`
+- `{{signal_topic}}`
+- `{{signal_evidence}}`
+- `{{pain_context}}`
+- `{{proof_point}}`
+- `{{cta}}`
+
+Optional tokens are allowed only when sourceable. Weak token sourcing means
+rewrite the message thesis or mark it for validation.
+
+## Proof Discipline
+
+Do not use proof-heavy variants when proof is thin. Put proof gaps in the brief
+and write messages that do not depend on missing claims.
+
+## Examples Discipline
+
+Good messaging examples should be derived from the actual prospect context,
+signal, source material, and offer. Do not cite Sellable client examples,
+internal reference briefs, or Phase 75 files as the reason a line is good.
+
+Do not write connection-request copy by default. Do not recommend connection
+requests as a warm-up, fallback, secondary channel, or exception. Default to
+InMail unless the operator explicitly asks for connection requests.

package/skills/create-campaign-brief/references/output-acceptance-rubric.md

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+# Output Acceptance Rubric
+
+Use this rubric to judge whether a generated brief is client-ready.
+
+## Client-Ready Means
+
+The brief is strong enough that:
+
+- the client feels understood
+- the offer direction feels plausible and specific
+- the ICP feels precise
+- Thomas would not need to rewrite the whole document
+- downstream copy generation has stable guardrails
+
+## Scorecard
+
+Score each area from 1-5.
+
+### 1. Accuracy
+
+- 5: grounded in source material, no invented proof
+- 3: mostly grounded but fuzzy in important places
+- 1: generic or hallucinated
+
+### 2. Strategic Clarity
+
+- 5: target, pain, offer, and plan are obvious on first read
+- 3: understandable but still broad or mushy
+- 1: vague, framework-heavy, or confused
+
+### 3. Client Voice Capture
+
+- 5: clearly reflects how the client talks and what they care about
+- 3: generally on-topic but generic
+- 1: sounds like a template with the client's name swapped in
+
+### 4. Offer Quality
+
+- 5: concrete, differentiated, and proportional to buyer intent
+- 3: plausible but familiar or too heavy
+- 1: generic free audit / book-a-call energy
+
+### 5. Operator Usefulness
+
+- 5: downstream copy and campaign execution can use it immediately
+- 3: needs moderate interpretation
+- 1: still requires major rethinking
+
+## Automatic Failures
+
+The brief is not client-ready if any of these happen:
+
+- invented proof
+- generic placeholder language left in the brief
+- message copy dumped into the main brief
+- no clear offer angle
+- no meaningful open questions despite obvious missing information
+
+## Zero-Shot Goal
+
+This command should be iterated until the first-pass output is good enough
+zero-shot, not only after manual cleanup.

package/skills/create-campaign-brief/references/phase75-active-runtime-message-pack.md

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+# Phase 75 Active Runtime Message Pack
+
+This is the narrow message inspiration pack for `create-campaign-brief`.
+
+Use this pack at runtime.
+Use the raw archive only for curation.
+
+## Scope
+
+Included as primary gold examples:
+
+- `sellable.dev`
+- `Hey Digital` — only `Predictable Paid Growth for B2B SaaS Leaders`
+- `Galley`
+- `Clover`
+- `Persona`
+- `Superpower`
+
+Not included in runtime inspiration:
+
+- `Amplify Security` — acceptance fixture only
+- `Gelee` — useful proof stack, but the visible example lacks a strong CTA and
+  can teach landing-page proof without a reply path
+- `Revvix` — useful event fixture, but the CTA is too soft for broad runtime
+  generation; use only when the campaign is explicitly event/logistics-led
+- `superposition` — excellent exact-template lock for its own hiring motion, but
+  dangerous as broad inspiration because it teaches too much sender-first "I"
+  proof stacking; retrieve only for a job-post / founder-hiring motion
+- `westpark villas`
+- any archived old-client examples outside the active set
+
+## Runtime Rules
+
+- Feed only endorsed examples into generation.
+- Keep bad lines only if they are explicitly labeled `BAD` and paired with a `BETTER` version.
+- Default to one approved message in the generated brief unless the ICP is genuinely broad.
+- A/B CTA is optional. Use it only when the second option is truly strong.
+- If there is a great low-friction proof asset or case study, that is often the best Option B.
+- Never shorten, summarize, or omit the CTA block from a gold example. If an
+  example is included at runtime, preserve the complete ask, option text, proof
+  asset, and URL lines because those are part of the motion.
+- Use the runtime set as a quality bar, not a template fill. The best examples
+  win because they make the buyer care quickly: clear signal or current-state
+  observation, one concrete mechanism, one strongest true proof/asset, and a CTA
+  that offers a useful next step.
+- Before copying any surface trait from a gold example, pass the buyer-role
+  test: as this exact buyer, is the first line relevant, is the product clear,
+  is the sender context useful rather than repetitive, is the proof the
+  strongest safe proof available, and is the CTA the lowest-friction true next
+  step? If not, choose a different shape.
+- Do not copy weak surface traits from an example. Lowercase, ellipses,
+  parentheses, or a PS only matter when they serve the motion. The first
+  selection question is always: "what is the strongest true thing we can say to
+  this buyer?"
+- Extract the job each gold line does before copying any shape. For each
+  candidate example, identify: buyer situation interrupted, why the buyer
+  replies, sender relevance, offer clarity move, mechanism clarity move, proof
+  role, CTA job, and surface traits not to copy blindly.
+- Treat proof, CTA, and PS as elements to test. Customer/result proof belongs
+  in the body, CTA, PS, or nowhere depending on whether it improves clarity,
+  believability, or reply likelihood. Supported proof is not automatically good
+  copy.
+- Metrics and time-window traction must pass the "so what?" test. Use them
+  when the buyer can immediately tell why the number matters. Otherwise
+  translate the number into the human claim it supports, test another
+  placement, or keep it internal.
+- Every selected line needs a prospect-side "so what?" answer. If a line is
+  true but the buyer would not immediately care, it is not gold-standard copy
+  yet.
+- A PS is rare. Use it only when it acts like a natural final aside: lowering
+  commitment, making a new-category preview easier to picture, verifying the
+  core claim with a wink, or carrying one short customer/result proof that
+  would bloat the body. Delete any PS that explains the pitch, patches
+  credibility, or says internal strategy out loud.
+
+## Included Message Examples
+
+### sellable.dev
+
+Why included:
+
+- strongest meta-demo CTA
+- strong product line
+- strong formatting control
+- why it works: the signal is real, the self-aware parenthetical lowers the
+  "creepy signal" risk, the product line is short and bold, and the A/B CTA
+  offers either a direct working session or a proof asset
+
+```md
+hey [name],
+
+saw you raise your hand for claude + gtm (creepy to reach out based on that, i know) - but this felt too on the nose to ignore.
+
+i'm building sellable, the only gtm platform that runs natively on claude code.
+
+we're looking for design partners - and [PERSONALIZED REASON - their team size, role, or why they're a perfect fit].
+
+two options:
+
+a) 15-min call - i'll show you how you could book more meetings with [THEIR ICP - who they want to reach], and if you like it we launch a pilot right there
+
+b) i send you the video of me using sellable to write and send this exact message to you (yes, it's that meta)
+
+p.s. yes, this message was entirely written and sent via claude code 😊
+```
+
+### Hey Digital
+
+Why included:
+
+- strongest scenario-based structure
+- good example of a strong case-study asset as Option B
+- why it works: it starts from a business moment the buyer already understands,
+  uses one peer case study as proof, explains the operating lesson in plain
+  language, and makes the second CTA valuable even without a meeting
+
+```md
+Hey Sarah,
+
+Saw Acme just closed their Series B... usually that's when the board starts asking about paid channels.
+
+We helped PostHog through that exact moment — they had a huge free user base but needed to figure out if paid could actually drive cloud conversions without burning budget. Ended up increasing cloud conversions 18.5%.
+
+The thing that made it work was having a clear system from day one... not just launching ads and hoping.
+
+two options:
+
+a) 15-min call — I walk through how PostHog set it up and what would apply to Acme
+
+b) I send you our B2B Ads Arsenal — ad templates, playbooks, and case studies from 200+ SaaS companies so you can dig in yourself
+```
+
+### Galley
+
+Why included:
+
+- strongest concrete operational offer
+- easy to picture the output
+- why it works: the pain is tactile, the mechanism is easy to visualize, and the
+  CTA lets the buyer test the product with their own real input instead of
+  committing to a generic call
+
+```md
+hey {{first_name}},
+
+this might not apply but if you're still rebuilding menu plans by hand every time a rotation changes, there's a way to skip that whole step.
+
+we built a tool that takes a menu from whatever format it's in and just... builds the whole plan. recipes, purchasing, stations, all connected. no more starting from scratch every cycle.
+
+works best for {{company_team_type}} running rotations across a bunch of locations where every menu change turns into hours of work nobody has time for.
+
+easiest way to see if it's worth a look is to try it with one of your actual menus. happy to set that up or I can send a 2-min video instead.
+```
+
+### Clover
+
+Why included:
+
+- strongest asset-led report offer
+- strongest reply-handling handoff
+- why it works: the message leads with work already done for the buyer, makes
+  the missed opportunity concrete, and asks only for permission to send a useful
+  report
+
+```md
+hey {{firstName}},
+
+we tracked every reddit discussion around {{category/keyword}} and found {{X}} conversations and {{Y}} responses where people are actively comparing tools or asking for recommendations.
+
+{{companyName}} isn't showing up in any of them yet so we put the threads into a short report for you.
+
+thought it could help to see where you can convert more customers from the few million viewers already searching for that on reddit.
+
+can I send it over?
+```
+
+### Persona
+
+Why included:
+
+- strongest proof framing
+- strongest bad-vs-better token discipline
+- why it works: the proof is not just "big number"; it explains why the number
+  matters by tying engagement to ICP alignment, then gives the buyer a choice
+  between a working session and a proof asset
+
+```md
+hey {{first_name}},
+
+not sure if this is relevant but i saw you engaging with some posts about {{founder_led_topic}} on linkedin and thought i'd send you a note.
+
+for context, {{role_group}} i ghostwrite for generated over 350 million impressions in the past 12 months.
+
+but what actually matters is that 85%+ of the engagement is ICP aligned. if there isn't ICP alignment, none of the virality or engagement matters.
+
+two options:
+
+a) in a 15 min call, i can show you a content roadmap and what i'd do for {{company}}
+
+b) i can share a page showing how one founder hit 30 million impressions in a year and another went from 0 to 60k followers in 12 months
+```
+
+Required token example from the same brief:
+
+```md
+BAD: "founders in the generative ai space i ghostwrite for generated over 350 million impressions"
+BETTER: "founders in tech i ghostwrite for generated over 350 million impressions"
+```
+
+### Superpower
+
+Why included:
+
+- simple language in a hard domain
+- useful plain-language healthcare constraint example
+- why it works: it asks about the buyer's existing benefits priority, explains
+  the mechanism in plain language, and keeps the ask tiny instead of forcing a
+  call
+
+```md
+Hey {{first_name}},
+
+not sure if you've looked into this but felt it may be relevant to your work.
+
+have you ever looked into early detection or preventive health programs for {{company}}?
+
+we screen for 1,000+ conditions from a single blood draw and surface risks before they ever become claims.
+
+basically your team gets to see what's coming instead of just reacting to it
+
+can I send over some more info?
+```
+
+Locked production variant from the same Superpower campaign:
+
+```md
+subject: {{company}} + 1,000 biomarkers + 24/7 care team
+
+hey {{first_name}},
+
+curious how you're thinking about preventative health + benefits innovation given your work at {{company}}.
+
+we provide companies direct access to 100+ biomarker lab testing and screen 1,000+ conditions for every employee.
+
+then we drive behaviour change with a 24/7 care team.
+
+open to a 15 min call to learn more, or should i send over a short overview first?
+```