@stacksjs/defaults 0.75.108 → 0.75.110

package/ai/skills/stacks-marketing-copywriting/references/copy-frameworks.md

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+# Copy Frameworks Reference
+
+Headline formulas, page section types, and structural templates.
+
+## Contents
+- Headline Formulas (outcome-focused, problem-focused, audience-focused, differentiation-focused, proof-focused, additional formulas)
+- Landing Page Section Types (core sections, supporting sections)
+- Page Structure Templates (feature-heavy page, varied engaging page, compact landing page, enterprise/B2B landing page, product launch page)
+- Section Writing Tips (problem section, benefits section, how it works section, testimonial selection)
+- Clarity & Message-Market Fit (the "Now you can" test, Human Action Model, the Perception Gap, the SavvyCal case, clarity metrics)
+
+## Headline Formulas
+
+These are starting points. Fill every slot with specifics, and check the result against [ai-tells.md](ai-tells.md): a "without" or "Never X again" headline is fine once, but don't follow it with a negation list.
+
+### Outcome-Focused
+
+**{Achieve desirable outcome} without {pain point}**
+> Understand how users are really experiencing your site without drowning in numbers
+
+**{Achieve desirable outcome} by {how product makes it possible}**
+> Generate more leads by seeing which companies visit your site
+
+**Turn {input} into {outcome}**
+> Turn your hard-earned sales into repeat customers
+
+**[Achieve outcome] in [timeframe]**
+> Get your tax refund in 10 days
+
+---
+
+### Problem-Focused
+
+**Never {unpleasant event} again**
+> Never miss a sales opportunity again
+
+**{Question highlighting the main pain point}**
+> Hate returning stuff to Amazon?
+
+**Stop [pain]. Start [pleasure].**
+> Stop chasing invoices. Start getting paid on time.
+
+---
+
+### Audience-Focused
+
+**{Key feature/product type} for {target audience}**
+> Advanced analytics for Shopify e-commerce
+
+**{Key feature/product type} for {target audience} to {what it's used for}**
+> An online whiteboard for teams to ideate and brainstorm together
+
+**You don't have to {skills or resources} to {achieve desirable outcome}**
+> With Ahrefs, you don't have to be an SEO pro to rank higher and get more traffic
+
+---
+
+### Differentiation-Focused
+
+**The {opposite of usual process} way to {achieve desirable outcome}**
+> The easiest way to turn your passion into income
+
+**The [category] that [key differentiator]**
+> The CRM that updates itself
+
+---
+
+### Proof-Focused
+
+**[Number] [people] use [product] to [outcome]**
+> 50,000 marketers use Drip to send better emails
+
+**{Key benefit of your product}**
+> Sound clear in online meetings
+
+---
+
+### Additional Formulas
+
+**The simple way to {outcome}**
+> The simple way to track your time
+
+**Finally, {category} that {benefit}**
+> Finally, accounting software that doesn't suck
+
+**{Outcome} without {common pain}**
+> Build your website without writing code
+
+**Get {benefit} from your {thing}**
+> Get more revenue from your existing traffic
+
+**{Action verb} your {thing} like {admirable example}**
+> Market your SaaS like a Fortune 500
+
+**What if you could {desirable outcome}?**
+> What if you could close deals 30% faster?
+
+**The {adjective} {category} built for {audience}**
+> The lightweight CRM built for startups
+
+---
+
+## Landing Page Section Types
+
+### Core Sections
+
+**Hero (Above the Fold)**
+- Headline + subheadline
+- Primary CTA
+- Supporting visual (product screenshot, hero image)
+- Optional: Social proof bar
+
+**Social Proof Bar**
+- Customer logos (recognizable > many)
+- Key metric ("10,000+ teams")
+- Star rating with review count
+- Short testimonial snippet
+
+**Problem/Pain Section**
+- Articulate their problem better than they can
+- Create recognition ("that's exactly my situation")
+- Hint at cost of not solving it
+
+**Solution/Benefits Section**
+- Bridge from problem to your solution
+- 3-5 key benefits (not 10)
+- Each: headline + explanation + proof if available
+
+**How It Works**
+- 3-4 numbered steps
+- Reduces perceived complexity
+- Each step: action + outcome
+
+**Final CTA Section**
+- Recap value proposition
+- Repeat primary CTA
+- Risk reversal (guarantee, free trial)
+
+---
+
+### Supporting Sections
+
+**Testimonials**
+- Full quotes with names, roles, companies
+- Photos when possible
+- Specific results over vague praise
+- Formats: quote cards, video, tweet embeds
+
+**Case Studies**
+- Problem → Solution → Results
+- Specific metrics and outcomes
+- Customer name and context
+- Can be snippets with "Read more" links
+
+**Use Cases**
+- Different ways product is used
+- Helps visitors self-identify
+- "For marketers who need X" format
+
+**Personas / "Built For" Sections**
+- Explicitly call out target audience
+- "Perfect for [role]" blocks
+- Addresses "Is this for me?" question
+
+**FAQ Section**
+- Address common objections
+- Good for SEO
+- Reduces support burden
+- 5-10 most common questions
+
+**Comparison Section**
+- vs. competitors (name them or don't)
+- vs. status quo (spreadsheets, manual processes)
+- Tables or side-by-side format
+
+**Integrations / Partners**
+- Logos of tools you connect with
+- "Works with your stack" messaging
+- Builds credibility
+
+**Founder Story / Manifesto**
+- Why you built this
+- What you believe
+- Emotional connection
+- Differentiates from faceless competitors
+
+**Demo / Product Tour**
+- Interactive demos
+- Video walkthroughs
+- GIF previews
+- Shows product in action
+
+**Pricing Preview**
+- Teaser even on non-pricing pages
+- Starting price or "from $X/mo"
+- Moves decision-makers forward
+
+**Guarantee / Risk Reversal**
+- Money-back guarantee
+- Free trial terms
+- "Cancel anytime"
+- Reduces friction
+
+**Stats Section**
+- Key metrics that build credibility
+- "10,000+ customers"
+- "4.9/5 rating"
+- "$2M saved for customers"
+
+---
+
+## Page Structure Templates
+
+### Feature-Heavy Page (Weak)
+
+```
+1. Hero
+2. Feature 1
+3. Feature 2
+4. Feature 3
+5. Feature 4
+6. CTA
+```
+
+This is a list, not a persuasive narrative.
+
+---
+
+### Varied, Engaging Page (Strong)
+
+```
+1. Hero with clear value prop
+2. Social proof bar (logos or stats)
+3. Problem/pain section
+4. How it works (3 steps)
+5. Key benefits (2-3, not 10)
+6. Testimonial
+7. Use cases or personas
+8. Comparison to alternatives
+9. Case study snippet
+10. FAQ
+11. Final CTA with guarantee
+```
+
+This tells a story and addresses objections.
+
+---
+
+### Compact Landing Page
+
+```
+1. Hero (headline, subhead, CTA, image)
+2. Social proof bar
+3. 3 key benefits with icons
+4. Testimonial
+5. How it works (3 steps)
+6. Final CTA with guarantee
+```
+
+Good for ad landing pages where brevity matters.
+
+---
+
+### Enterprise/B2B Landing Page
+
+```
+1. Hero (outcome-focused headline)
+2. Logo bar (recognizable companies)
+3. Problem section (business pain)
+4. Solution overview
+5. Use cases by role/department
+6. Security/compliance section
+7. Integration logos
+8. Case study with metrics
+9. ROI/value section
+10. Contact/demo CTA
+```
+
+Addresses enterprise buyer concerns.
+
+---
+
+### Product Launch Page
+
+```
+1. Hero with launch announcement
+2. Video demo or walkthrough
+3. Feature highlights (3-5)
+4. Before/after comparison
+5. Early testimonials
+6. Launch pricing or early access offer
+7. CTA with urgency
+```
+
+Good for ProductHunt, launches, or announcements.
+
+---
+
+## Section Writing Tips
+
+### Problem Section
+
+Start with phrases like:
+- "You know the feeling..."
+- "If you're like most [role]..."
+- "Every day, [audience] struggles with..."
+- "We've all been there..."
+
+Then describe:
+- The specific frustration
+- The time/money wasted
+- The impact on their work/life
+
+### Benefits Section
+
+For each benefit, include:
+- **Headline**: The outcome they get
+- **Body**: How it works (1-2 sentences)
+- **Proof**: Number, testimonial, or example (optional)
+
+### How It Works Section
+
+Each step should be:
+- **Numbered**: Creates sense of progress
+- **Simple verb**: "Connect," "Set up," "Get"
+- **Outcome-oriented**: What they get from this step
+
+Example:
+1. Connect your tools (takes 2 minutes)
+2. Set your preferences
+3. Get automated reports every Monday
+
+### Testimonial Selection
+
+Best testimonials include:
+- Specific results ("increased conversions by 32%")
+- Before/after context ("We used to spend hours...")
+- Role + company for credibility
+- Something quotable and specific
+
+Avoid testimonials that just say:
+- "Great product!"
+- "Love it!"
+- "Easy to use!"
+
+---
+
+## Clarity & Message-Market Fit
+
+Headline formulas give you the shape of a line. These tools tell you whether the line is actually *working*: whether it's clear, whether it maps to how the reader already thinks, and whether it lands with the right person. Positioning is the prologue to your novel: it sets up everything that follows. Get it clear and the rest of the page writes itself.
+
+### The "Now you can" Test
+
+A fast gut-check for any headline or benefit line. Mentally prefix it with **"Now you can…"**. If the result is both **compelling** and **true**, the line is doing its job. If it reads as vague, obvious, or a stretch, rewrite it.
+
+The test works because "Now you can…" forces the copy into the reader's world. It has to name a concrete new ability they didn't have before. Feature-speak and buzzwords collapse under it.
+
+| Original line | "Now you can…" version | Verdict |
+|---------------|------------------------|---------|
+| "Powerful analytics platform" | Now you can… have a powerful analytics platform | Fails. not a new ability, just a description |
+| "See which companies visit your site" | Now you can… see which companies visit your site | Works. compelling + true |
+| "Streamline your workflow" | Now you can… streamline your workflow | Fails. vague, unfalsifiable |
+| "Send unlimited docs, images, and audio in one place" | Now you can… send unlimited docs, images, and audio in one place | Works. concrete + true |
+
+Use it as a filter, not a formula: draft with the headline formulas above, then run each candidate through "Now you can…" and keep the survivors.
+
+### The Human Action Model (landing-page narrative spine)
+
+Ludwig von Mises' Human Action Model explains *why* anyone acts: a person acts only when three things line up. Every above-the-fold that converts follows the same three-beat spine:
+
+1. **Current discomfort**: the felt problem, named in the reader's own words. They have to recognize their situation ("that's exactly me").
+2. **Better vision**: a clearly imagined, more satisfying state. What life looks like once the discomfort is gone.
+3. **Path to action**: the belief that *this specific step* closes the gap between the two. The product is the bridge, and the CTA is how they cross it.
+
+Miss any beat and the reader stalls. No discomfort = no reason to move. No vision = no destination. No path = no reason to believe *you're* the way there.
+
+**Mapping it onto the hero:**
+
+| Beat | Where it usually lives | Example |
+|------|------------------------|---------|
+| Current discomfort | Eyebrow, subhead, or problem-framed headline | "You shouldn't have to feel awkward sending out your scheduling link" |
+| Better vision | Headline or subhead | "Scheduling that feels considerate, not one-sided" |
+| Path to action | CTA + supporting proof | "Start scheduling free" |
+
+This is the transformation spine underneath the "6 essential sections" of a landing page (hero, social proof, problem, solution, how-it-works, and final CTA). The hero states the transformation; the rest of the page substantiates each beat.
+
+### The Perception Gap
+
+The same benefit can read as a **selling point to one segment and a red flag to another**. The gap is between what *you* think you're saying and what a given reader hears through their own risk tolerance.
+
+The fix is **matching the value prop to the reader's risk tolerance**. Segment first, then swap the framing.
+
+| Benefit as written | Startup / early-adopter hears | Enterprise / risk-averse hears |
+|--------------------|-------------------------------|--------------------------------|
+| "Move fast. Ship in a weekend." | Speed, momentum (✅) | Immature, unstable (🚩) |
+| "Brand-new approach" | Innovative edge (✅) | Unproven, risky (🚩) |
+| "Enterprise-grade security & SLAs" | Bloated, slow, expensive (🚩) | Safe, trustworthy (✅) |
+| "Trusted by the Fortune 500" | Not built for me (🚩) | Proven, de-risked (✅) |
+
+**Value-prop swap in practice** (same product, two audiences):
+
+- *Startup landing page:* "Ship your first integration this afternoon. Pay by card and skip the sales call."
+- *Enterprise landing page:* "SOC 2 Type II, 99.99% uptime SLA, and a named implementation lead. Roll out with confidence."
+
+When a page has to serve both, don't average them into mush. Segment the traffic (separate pages, or a persona split) and let each read its own version of the truth.
+
+### Worked Example: SavvyCal (message-market fit)
+
+SavvyCal (a scheduling tool) originally led with feature-forward copy. They rewrote the hero around a single felt discomfort:
+
+> **"You shouldn't have to feel awkward sending out your scheduling link."**
+
+That one line **roughly tripled (3×) conversions**. It works because it hits all three beats of the Human Action Model at once:
+
+- **Discomfort:** the small social awkwardness of "here's my link, pick a time," named exactly as users feel it.
+- **Vision:** scheduling that feels considerate to *both* people.
+- **Path:** SavvyCal's overlay-your-calendar mechanic is the bridge, so the CTA feels like the obvious next step.
+
+The lesson: message-market fit beats feature lists. The winning line named a real feeling the reader hadn't heard a scheduling tool acknowledge before. Run your own hero through "Now you can…" and the Human Action Model to find that line.
+
+### Clarity Beats Cleverness (the metrics)
+
+When teams measure it, clarity is what moves the numbers. Clearer positioning and copy is associated with:
+
+- **+81% conversions**
+- **−38% sales cycle** (shorter time to close)
+- **−28% CAC** (lower customer acquisition cost)
+- **+175% referrals**
+
+The mechanism: clear copy lets the *right* buyer self-qualify fast and the wrong one bounce early, so every downstream metric improves. Clever copy that requires decoding does the opposite. It adds a comprehension tax at the exact moment attention is scarcest.
+
+**Practical rule:** if a reader has to pause to figure out what you mean, you've already lost. When forced to choose between a clever line and a clear one, ship the clear one, then use the tests above ("Now you can…", the Human Action Model, the Perception Gap) to make the clear line compelling too.

package/ai/skills/stacks-marketing-copywriting/references/natural-transitions.md

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+# Natural Transitions
+
+Transitional phrases to guide readers through your content. Good signposting improves readability, user engagement, and helps search engines understand content structure.
+
+Adapted from: University of Manchester Academic Phrasebank (2023), Plain English Campaign, web content best practices
+
+---
+
+## Contents
+- Previewing Content Structure
+- Introducing a New Topic
+- Referring Back
+- Moving Between Sections
+- Indicating Addition
+- Indicating Contrast
+- Indicating Similarity
+- Indicating Cause and Effect
+- Giving Examples
+- Emphasising Key Points
+- Providing Evidence (neutral attribution, expert quotes, supporting claims)
+- Summarising Sections
+- Concluding Content
+- Question-Based Transitions
+- List Introductions
+- Hedging Language
+- Best Practice Guidelines
+- Transitions to Avoid (AI Tells)
+
+## Previewing Content Structure
+
+Use in long guides to orient readers. On marketing pages, start with the content instead.
+
+- Here's what we'll cover...
+- This guide walks you through...
+- Below, you'll find...
+- We'll start with X, then move to Y...
+- First, let's look at...
+- The sections below explain...
+
+---
+
+## Introducing a New Topic
+
+- Regarding X,...
+- Speaking of X,...
+- Now let's talk about X.
+- Another key factor is...
+- X is worth exploring because...
+
+---
+
+## Referring Back
+
+Use to connect ideas and reinforce key points:
+
+- As mentioned earlier,...
+- As we covered above,...
+- Remember when we discussed X?
+- Building on that point,...
+- Going back to X,...
+- Earlier, we explained that...
+
+---
+
+## Moving Between Sections
+
+- Now let's look at...
+- Next up:...
+- Moving on to...
+- With that covered, let's turn to...
+- Now that you understand X, here's Y.
+- That brings us to...
+
+---
+
+## Indicating Addition
+
+- Also,...
+- Plus,...
+- On top of that,...
+- What's more,...
+- Another benefit is...
+- Beyond that,...
+- In addition,...
+- There's also...
+
+**Note:** Avoid "moreover" and "furthermore" in marketing copy. They read as AI-generated.
+
+---
+
+## Indicating Contrast
+
+- However,...
+- But,...
+- That said,...
+- On the flip side,...
+- In contrast,...
+- Unlike X, Y...
+- While X is true, Y...
+- Despite this,...
+
+---
+
+## Indicating Similarity
+
+- Similarly,...
+- Likewise,...
+- In the same way,...
+- Just like X, Y also...
+- This mirrors...
+- The same applies to...
+
+---
+
+## Indicating Cause and Effect
+
+- So,...
+- This means...
+- As a result,...
+- That's why...
+- Because of this,...
+- This leads to...
+
+---
+
+## Giving Examples
+
+- For example,...
+- For instance,...
+- Here's an example:...
+- Take X, for instance.
+- Consider this:...
+- A good example is...
+- To illustrate,...
+- Like when...
+- Say you want to...
+
+---
+
+## Emphasising Key Points
+
+- Here's the key takeaway:...
+- The important thing is...
+- What matters most is...
+- Pay attention to...
+
+---
+
+## Providing Evidence
+
+Use when citing sources, data, or expert opinions:
+
+### Neutral attribution
+- According to [Source],...
+- [Source] reports that...
+- Research shows that...
+- Data from [Source] indicates...
+- A study by [Source] found...
+
+### Expert quotes
+- As [Expert] puts it,...
+- [Expert] explains,...
+- In the words of [Expert],...
+- [Expert] notes that...
+
+### Supporting claims
+- This is backed by...
+- Evidence suggests...
+- The numbers confirm...
+- This aligns with findings from...
+
+---
+
+## Summarising Sections
+
+- To recap,...
+- In short,...
+- Quick summary:...
+
+---
+
+## Concluding Content
+
+- Wrapping up,...
+- The bottom line is...
+- Here's what to do next:...
+- To sum up,...
+- Final thoughts:...
+- Ready to get started?...
+- Now it's your turn.
+
+**Note:** Avoid "In conclusion" at the start of a paragraph. It's overused and signals AI writing.
+
+---
+
+## Question-Based Transitions
+
+Useful in long-form content for conversational tone and featured snippet optimization. Use them as headings or questions the reader would really ask, then answer with substance. Don't use them as a setup for your own punchline, and keep them out of landing-page copy (see [ai-tells.md](ai-tells.md)).
+
+- So what does this mean for you?
+- How do you actually do this?
+- Wondering where to start?
+
+---
+
+## List Introductions
+
+For numbered lists and step-by-step content:
+
+- Here's how to do it:
+- Follow these steps:
+- The process is straightforward:
+- Here's what you need to know:
+- Key things to consider:
+- The main factors are:
+
+---
+
+## Hedging Language
+
+For claims that need qualification or aren't absolute:
+
+- may, might, could
+- tends to, generally
+- often, usually, typically
+- in most cases
+- it appears that
+- evidence suggests
+- this can help
+
+---
+
+## Best Practice Guidelines
+
+1. **Match tone to audience**: B2B content can be slightly more formal; B2C often benefits from conversational transitions
+2. **Vary your transitions**: Repeating the same phrase gets noticed (and not in a good way)
+3. **Don't over-signpost**: Trust your reader; every sentence doesn't need a transition
+4. **Use for scannability**: Transitions at paragraph starts help skimmers navigate
+5. **Keep it natural**: Read aloud; if it sounds forced, simplify
+6. **Front-load key info**: Put the important word or phrase early in the transition
+
+---
+
+## Transitions to Avoid (AI Tells)
+
+These phrases are overused in AI-generated content:
+
+- "That being said,..."
+- "It's worth noting that..."
+- "At its core,..."
+- "In today's digital landscape,..."
+- "When it comes to the realm of..."
+- "This begs the question..."
+- "Let's delve into..."
+
+See [ai-tells.md](ai-tells.md) for the full copy blacklist, including structural patterns like contrast reveals and negation lists.

package/ai/skills/stacks-marketing-council/LICENSE

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+MIT License
+
+Copyright (c) 2025 Corey Haines
+
+Permission is hereby granted, free of charge, to any person obtaining a copy
+of this software and associated documentation files (the "Software"), to deal
+in the Software without restriction, including without limitation the rights
+to use, copy, modify, merge, publish, distribute, sublicense, and/or sell
+copies of the Software, and to permit persons to whom the Software is
+furnished to do so, subject to the following conditions:
+
+The above copyright notice and this permission notice shall be included in all
+copies or substantial portions of the Software.
+
+THE SOFTWARE IS PROVIDED "AS IS", WITHOUT WARRANTY OF ANY KIND, EXPRESS OR
+IMPLIED, INCLUDING BUT NOT LIMITED TO THE WARRANTIES OF MERCHANTABILITY,
+FITNESS FOR A PARTICULAR PURPOSE AND NONINFRINGEMENT. IN NO EVENT SHALL THE
+AUTHORS OR COPYRIGHT HOLDERS BE LIABLE FOR ANY CLAIM, DAMAGES OR OTHER
+LIABILITY, WHETHER IN AN ACTION OF CONTRACT, TORT OR OTHERWISE, ARISING FROM,
+OUT OF OR IN CONNECTION WITH THE SOFTWARE OR THE USE OR OTHER DEALINGS IN THE
+SOFTWARE.