@sellable/mcp 0.1.213 → 0.1.215

package/skills/create-campaign-v2/references/gold-standard-runtime-message-pack.md

@@ -1,252 +0,0 @@
-# Gold-Standard Runtime Message Pack
-
-This is the canonical narrow message inspiration pack for `generate-messages`
-and create-campaign-v2 message drafting.
-
-Use this pack at runtime.
-Use the raw archive only for curation and strategy skeletons.
-
-## Scope
-
-Included as primary gold examples:
-
-- `sellable.dev`
-- `Hey Digital` — only `Predictable Paid Growth for B2B SaaS Leaders`
-- `Galley`
-- `Clover`
-- `Persona`
-- `Superpower` — domain-language reference only; use the cleaned low-certainty
-  opener, not retired engagement-source phrasing
-
-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.
-- Treat sellable.dev, Hey Digital, Persona, Galley, and Clover as the primary
-  line-level quality anchors. Superpower is useful for benefits/healthcare
-  mechanism language, but it must not outrank those examples on opener style.
-- 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 uses a low-certainty signal bridge, explains the mechanism
-  in plain language, and keeps the ask tiny instead of forcing a call
-
-```md
-Hey {{first_name}},
-
-saw you in a few conversations around {{topic}}, so hope this is relevant.
-
-if preventive health is anywhere near the benefits plan at {{company}}, Superpower may be worth a look.
-
-it screens for 1,000+ conditions from a single blood draw and surfaces risks before they become claims.
-
-basically your team gets to see what's coming instead of only reacting to it.
-
-should i send over the short version?
-```
-
-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?
-```