@withmata/blueprints 0.3.4 → 0.4.0

package/blueprints/discovery/marketing-copywriting/BLUEPRINT.md

@@ -0,0 +1,664 @@
+# Marketing Copywriting Blueprint — Conversion-Focused Page Copy
+
+## Tier
+
+Discovery — produces documentation and copy, not code.
+
+## Problem
+
+Technical founders and product builders know their product deeply but struggle to translate that knowledge into marketing pages that convert. Writing a landing page, pricing page, or about page requires skills they don't have: conversion copywriting, page structure psychology, CTA optimization, and objection handling. Without these, they either write generic copy that doesn't convert, hire expensive copywriters for every page, or endlessly tweak one version without knowing why it isn't working. This blueprint provides a structured, educational copywriting process that produces high-quality page copy while teaching the frameworks behind every decision.
+
+## Status
+
+Complete.
+
+## Blueprint Dependencies
+
+| Blueprint | Type | Why |
+|-----------|------|-----|
+| `discovery/product-discovery` | recommended | Provides product positioning, customer archetypes, competitive landscape, and customer language. Without it, the copywriting process gathers this context conversationally — it works, but the copy is stronger when grounded in validated product research. |
+
+## Output
+
+```
+docs/
+└── pages/
+    ├── {page-name}.md              # General page copy (pricing, about, features, etc.)
+    └── landing/
+        └── {page-name}.md          # Landing page copy (deeper CRO frameworks)
+```
+
+Each file contains: structured copy section by section, page structure sketch, psychology annotations explaining every decision, 2-3 variations for key elements (headlines, CTAs, hero), copy editing notes, and meta content.
+
+**File naming rules:**
+- Use lowercase with hyphens: `homepage.md`, `pricing.md`, `about-us.md`
+- Landing pages go in the `landing/` subdirectory: `landing/product-launch.md`, `landing/free-trial.md`
+- One file per page — do NOT combine multiple pages into a single file
+- Do NOT create files beyond what's needed for the requested pages
+
+---
+
+## Process
+
+This is a CONVERSATIONAL blueprint. Claude Code guides the user through a structured copywriting session that produces conversion-ready page copy with educational annotations. The process adapts based on available context and the type of page being written.
+
+### Pre-Writing: Context Gathering
+
+Before writing a single word, establish what you're writing about, who you're writing for, and what the page needs to accomplish. There are two paths depending on whether product discovery has been completed.
+
+#### Path 1: Product Docs Available (recommended)
+
+Auto-read `.project-context.md` + `docs/product/` files. Map them to copywriting inputs:
+
+- **Product thesis** (pillars, positioning) -> value proposition, key benefits, headline direction
+- **Customer archetypes** ("Their World", "In Their Voice" quotes) -> audience language, pain points, desires, objection themes
+- **Competitive landscape** (competitors, gaps) -> differentiation angles, objection handling, comparison framing
+- **Core pillars** -> primary benefits to emphasize on every page
+
+After reading, summarize what you found:
+- "From your product discovery, I can see your core value prop is [X], your primary audience is [archetype], and your key differentiators are [Y, Z]. I'll use their language patterns — things like '[direct quote from archetype]' — throughout the copy."
+
+Then ask only what's missing for this specific page:
+- What page type are you writing? (landing, pricing, about, etc.)
+- What's the primary action you want visitors to take?
+- Any specific traffic sources? (affects messaging match)
+
+#### Path 2: No Product Docs Available
+
+Gather context conversationally. Ask about these four dimensions:
+
+**Page Purpose:**
+- What type of page is this? (landing, homepage, pricing, feature, about, team, careers, changelog)
+- What is the ONE primary action you want visitors to take?
+- Where does this page fit in the visitor journey? (first touch, evaluation, decision)
+
+**Audience:**
+- Who is the ideal visitor to this page? Be specific — job title, company size, situation.
+- What problem are they experiencing RIGHT NOW that brought them here?
+- What objections will they have? What makes them hesitate?
+- How do THEY describe this problem? (their words, not yours)
+
+**Product/Offer:**
+- What are you selling / offering on this page?
+- What makes it different from alternatives? (be specific — not "better UX")
+- What's the key transformation? (before state -> after state)
+- What proof do you have? (testimonials, stats, logos, case studies)
+
+**Context:**
+- Where is traffic coming from? (search, ads, social, referral — affects messaging match)
+- What do visitors already know before arriving? (problem-aware, solution-aware, product-aware)
+- Are there existing brand guidelines or tone preferences?
+
+**Push back when:**
+- Audience is "everyone" or "developers" without specifics
+- Differentiation is vague ("we're better", "easier to use")
+- No proof points available (flag this — copy without evidence is weak copy)
+- The page tries to accomplish too many goals (one primary CTA per page)
+
+---
+
+### Core Copywriting Principles
+
+These principles govern every word written. Each includes an explanation of WHY it matters — understanding the reasoning makes the principles stick and helps you apply them to future copy beyond this session.
+
+**Clarity Over Cleverness** — When forced to choose between clear and creative, choose clear. Visitors are scanning, not savoring. A clever headline that requires thinking loses to a clear one that communicates instantly. The average visitor spends 5-7 seconds deciding whether to stay or leave. Clever wordplay, puns, and abstract metaphors burn those seconds on decoding instead of understanding. Save creativity for supporting copy — never sacrifice clarity in headlines, CTAs, or hero sections.
+
+**Benefits Over Features** — Features describe what something does. Benefits describe what changes for the customer. "AI-powered analytics" is a feature. "Spot trends your competitors miss" is a benefit. Always bridge features to benefits with "which means..." — this simple phrase forces you to articulate the human impact. The reason benefits convert better: people don't buy products, they buy better versions of themselves. Features are the mechanism; benefits are the outcome they actually care about.
+
+**Specificity Over Vagueness** — "Save time on your workflow" converts worse than "Cut weekly reporting from 4 hours to 15 minutes." Specific claims are believable. Vague claims feel like marketing. The reason is cognitive: specific numbers and details activate the part of the brain that evaluates truthfulness, and specific statements pass that evaluation. Vague statements trigger skepticism because they sound like every other marketing page. When you can't be specific about outcomes, be specific about the process.
+
+**Customer Language Over Internal Jargon** — Use words from reviews, support tickets, and interviews. Your customers don't say "leverage our synergistic platform" — they say "I just want to stop spending my Sunday on reports." Customer language works because of the recognition effect: when someone reads words that match how they think about their problem, they feel understood. That feeling of "they get me" is the foundation of trust. If product discovery was done, mine the archetype documents for exact language patterns.
+
+**One Idea Per Section** — Each section advances a single argument. Don't pack three benefits into one paragraph. Give each room to breathe and convince. Cognitive load research shows that people process information sequentially — when a section tries to make multiple points, readers retain none of them well. A clear section that makes one point thoroughly beats a dense section that touches five points superficially.
+
+**Show Over Tell** — "Our customers love us" is telling. "Acme Corp cut their onboarding time by 60% in the first month" is showing. Show outcomes, not claims. Telling is abstract and requires the reader to trust you. Showing is concrete and lets the reader draw their own conclusion. When a reader concludes "this must be good" from evidence, that belief is stronger than when you declare "this is good."
+
+**Writing Style Rules:**
+- **Simple over complex** — use accessible vocabulary. If a simpler word works, use it. "Use" not "utilize." "Help" not "facilitate." "Start" not "commence."
+- **Active over passive** — "Our tool analyzes data" not "Data is analyzed by our tool." Active voice is clearer, shorter, and more energetic.
+- **Confident over qualified** — remove hedging words: very, somewhat, might, perhaps, arguably, quite. Hedging signals uncertainty. If you're not sure about a claim, find evidence or remove it.
+- **Honest over sensational** — don't fabricate claims. "Revolutionary" and "game-changing" are meaningless without evidence. Eroded trust kills conversion harder than weak copy ever could.
+
+---
+
+### Page Structure Frameworks
+
+#### Universal Section Library
+
+Each section type below includes what it is, why it works (the psychological mechanism), when to use it, and guidance for writing it.
+
+| Section | Purpose | Psychology | When to Use |
+|---------|---------|------------|-------------|
+| Hero (headline + subheadline + CTA) | Communicate core value in 5 seconds | First impressions anchor all subsequent judgment (Anchoring Effect) | Every page — always first |
+| Social Proof Bar | Build immediate credibility | Bandwagon Effect — popularity signals safety and quality | After hero, before asking them to read more |
+| Problem/Pain | Demonstrate understanding | Empathy creates trust; naming their pain precisely triggers recognition ("that's exactly my problem") | Landing pages, homepages |
+| Solution/Benefits | Connect to 3-5 key outcomes | Contrast Effect — the "after" feels more powerful when preceded by "before" | Landing pages, homepages, feature pages |
+| How It Works | Reduce perceived complexity | Paradox of Choice + Activation Energy — showing 3-4 clear steps makes action feel achievable | Landing pages, homepages |
+| Feature Showcase | Deep-dive on capabilities | Authority Bias — detailed knowledge signals expertise | Feature pages, product tours |
+| Testimonials | Detailed credibility | Social Proof + Authority — real people with names and roles create trust | Dedicated section, near CTAs |
+| Pricing | Help visitors choose the right plan | Decoy Effect + Anchoring — tier structure guides toward preferred plan | Pricing pages |
+| Team | Build human connection | Liking/Similarity Bias — people buy from people they relate to | About pages, team pages |
+| FAQ/Objections | Handle hesitations before they become blockers | Loss Aversion prevention — unanswered objections feel like risk | Landing pages, pricing pages |
+| Final CTA | Recap value + repeat CTA with urgency | Goal-Gradient Effect — by page end, visitor has invested attention and is closer to converting | Every page — always last |
+
+#### Page-Type Specific Sequences
+
+Each page type below has a recommended section order with reasoning for WHY that order works.
+
+**Landing Page** (9-section conversion sequence):
+1. Hero (headline + subheadline + CTA)
+2. Social Proof (logos, numbers)
+3. Problem (pain point recognition)
+4. Solution/Features (3 key benefits with visuals)
+5. How It Works (3-step process)
+6. Testimonials (2-3 customer quotes)
+7. Pricing (if applicable)
+8. FAQ (5-7 objections addressed)
+9. Final CTA (repeat primary CTA + urgency)
+
+*Why this order: Builds trust (social proof) before asking them to care (problem), shows the solution only after they feel the pain (Contrast Effect), proves it works (testimonials) before asking for money (pricing), handles remaining doubts (FAQ) before the final ask. Each section earns the right to the next one.*
+
+**Homepage** (multi-audience routing):
+1. Hero with broadest value proposition
+2. Social proof
+3. 2-3 audience-specific sections ("For [persona]...")
+4. Product overview / how it works
+5. Testimonials
+6. CTA with multiple paths (start trial, see demo, explore features)
+
+*Why: Homepages serve multiple visitors. The hero must be broad enough for all, then quickly route people to content relevant to them. Unlike landing pages, homepages need multiple CTA paths because visitors arrive with different intents.*
+
+**Pricing Page**:
+1. Header with value reminder (not just "Pricing")
+2. Monthly/annual toggle (anchor annual savings)
+3. Tier comparison table (Good-Better-Best)
+4. Recommended plan highlighted
+5. Feature comparison matrix
+6. FAQ (pricing-specific objections)
+7. Final CTA + guarantee
+
+*Why: The pricing page's job isn't to sell — it's to help people choose. Anchoring (show expensive tier first), Decoy Effect (middle tier looks best), and risk reversal (guarantee) all reduce decision anxiety. The value reminder in the header re-establishes WHY they're buying before showing WHAT it costs.*
+
+**Feature Page**:
+1. Feature hero (feature -> benefit -> outcome chain)
+2. Use cases with examples
+3. How it works technically
+4. Comparison to alternatives
+5. Testimonial from user of this feature
+6. CTA (try this feature)
+
+*Why: Feature pages attract visitors who are evaluating — they know the problem and are comparing solutions. Lead with the benefit (not the feature name), prove it with use cases, show how it works to build confidence, then compare to alternatives to preempt their next search.*
+
+**About Page**:
+1. Why we exist (mission, not history)
+2. The problem we care about
+3. Team (photos, roles, human details)
+4. Values (only if genuine and specific)
+5. CTA (still convert — about pages have high intent)
+
+*Why: About pages have surprisingly high purchase intent — visitors go there when they're seriously considering buying and want to know who's behind the product. Leading with "why" (not "when we were founded in...") creates emotional connection. Always include a CTA — this is not a dead-end page.*
+
+---
+
+### Headline Formulas
+
+Each formula includes the pattern, a generic example, the psychology behind it, and when to use it. When writing, generate 2-3 headline options using different formulas and annotate why each was chosen.
+
+**1. "{Outcome} without {pain}"** — "Ship docs in minutes, not days"
+
+*Psychology: Contrast Effect — juxtaposing the outcome with the avoided pain makes both more vivid. The "without" frames your product as removing a negative rather than adding a positive, which triggers Loss Aversion (avoiding pain is 2x more motivating than gaining pleasure). This formula works because it simultaneously promises a gain AND the removal of a loss — double motivation in one sentence.*
+
+*Best for: Products that eliminate an existing frustration. Works especially well when the pain is well-known and widely shared.*
+
+**2. "{Outcome} in {timeframe}"** — "Launch your site in 5 minutes"
+
+*Psychology: Specificity + Hyperbolic Discounting — a concrete timeframe feels believable and triggers present bias (people value immediate rewards over future ones). The specific number also activates truthfulness evaluation in the brain, and specific claims pass that evaluation better than vague ones.*
+
+*Best for: Products with fast time-to-value. Only use when the timeframe is genuine — exaggeration here destroys credibility instantly.*
+
+**3. "The {better way} to {common task}"** — "The faster way to build APIs"
+
+*Psychology: Framing Effect — positions you as an improvement to something they already do, not something new to learn. Lower Activation Energy than "a new way." The comparative framing ("faster", "smarter", "simpler") implies the visitor already does this task and merely needs a better tool — reducing perceived switching cost.*
+
+*Best for: Products replacing existing workflows. Especially effective when the audience is already solution-aware.*
+
+**4. "Stop {pain}. Start {outcome}."** — "Stop guessing. Start knowing."
+
+*Psychology: Loss Aversion (the "stop" triggers pain avoidance) + Contrast Effect (before/after in two sentences). The two-sentence rhythm creates a memorable cadence. The period between them forces a mental pause that amplifies the contrast.*
+
+*Best for: Emotional, high-pain problems where the frustration is visceral and frequently experienced.*
+
+**5. "{Question highlighting pain}"** — "Tired of rebuilding the same components?"
+
+*Psychology: Zeigarnik Effect — open questions create mental loops that demand closure. The visitor's brain automatically starts answering, engaging them with the page before they've consciously decided to read on. Questions also feel personal — the visitor evaluates whether this applies to THEM, creating self-relevance.*
+
+*Best for: Problem-aware audiences who will immediately recognize the question. Avoid for cold audiences who won't relate.*
+
+**6. "Never {unpleasant event} again"** — "Never lose a customer to a slow checkout again"
+
+*Psychology: Loss Aversion + Negative framing — the "never again" promises permanent removal of a recurring pain. The word "again" implies this has happened before (and will keep happening without action), creating urgency through pattern recognition.*
+
+*Best for: Problems that happen repeatedly and frustrate every time. The implied repetition makes action feel more urgent.*
+
+---
+
+### CTA Frameworks
+
+**Formula:** [Action Verb] + [What They Get] + [Qualifier if needed]
+
+The CTA is where psychology meets action. A strong CTA doesn't just tell visitors what to click — it tells them what they'll receive.
+
+**Weak CTAs and why they fail:**
+- "Submit" — feels bureaucratic, not valuable. Implies the visitor is giving, not getting.
+- "Sign Up" — focuses on what they DO (create an account), not what they GET (access to value).
+- "Learn More" — vague, non-committal, delays the decision. Often used as a crutch when the page hasn't built enough desire yet.
+- "Click Here" — describes the mechanism (clicking), not the outcome. Nobody wants to "click" — they want what happens after.
+- "Get Started" — better than the above but still generic. Started with what? The vagueness creates micro-hesitation.
+
+**Strong CTAs and why they work:**
+- "Start Free Trial" — action + what they get + risk reversal. The word "free" removes the primary objection (cost) inside the CTA itself.
+- "Get the Complete Checklist" — action + specific deliverable. The specificity ("complete checklist") makes the value tangible before clicking.
+- "See [Product] in Action" — action + low-commitment next step. For visitors not ready to commit, this keeps them engaged without pressure.
+- "Create Your First [Thing]" — action + tangible outcome. "First" implies a series (commitment pathway) while feeling achievable.
+- "Download the Guide" — action + specific deliverable. Works for lead magnets because it names exactly what they'll receive.
+
+*Psychology: Strong CTAs trigger the Endowment Effect — by naming what they'll receive, the visitor mentally starts "owning" it before clicking. "Start My Free Trial" (possessive "my") amplifies this further. The visitor subconsciously transitions from "should I?" to "this is mine."*
+
+**CTA Button Design Notes** (sketch-level, for handoff to design):
+- Most visually prominent element on the page — use primary brand color, high contrast
+- Minimum 44px height for tap targets (mobile accessibility)
+- High contrast with page background — the button should be visible from arm's length
+- Repeat after every major section, not just at top and bottom — visitors decide at different points
+- Secondary CTA (text link below button) for lower-commitment alternative: "or watch a 2-minute demo"
+
+---
+
+### Psychology Principles Reference
+
+These 15 principles underpin every copywriting decision in this blueprint. Each includes what it is, why it works (the cognitive mechanism), how to apply it in copy, and a concrete example. Reference these annotations throughout the generated copy to make every decision transparent.
+
+**1. Loss Aversion**
+
+*What it is:* Losses feel roughly 2x as painful as equivalent gains feel pleasurable. Losing $100 hurts more than finding $100 feels good.
+
+*Why it works:* Evolutionary — our ancestors who avoided threats (losses) survived more than those who chased opportunities (gains). This asymmetry is hardwired into decision-making.
+
+*How to apply:* Frame what they'll lose by NOT acting, not just what they'll gain by acting. Use "don't miss", "stop losing", "don't let [pain] continue."
+
+*Example:* "Don't let another week of manual reporting steal your evenings."
+
+**2. Anchoring Effect**
+
+*What it is:* The first number or piece of information seen heavily influences all subsequent judgment, even when it's irrelevant.
+
+*Why it works:* The brain uses the first data point as a reference frame and adjusts from there — but adjustments are insufficient, so the anchor disproportionately shapes the final judgment.
+
+*How to apply:* Show the higher price first, then reveal the affordable option. Show the competitor's price, then yours. Show the time cost of the old way, then the time cost with your product.
+
+*Example:* "Teams spend 20+ hours a week on reporting. With [Product], it takes 15 minutes."
+
+**3. Social Proof / Bandwagon Effect**
+
+*What it is:* People follow what others do, especially in situations of uncertainty. When unsure, we look to the crowd for guidance.
+
+*Why it works:* In evolutionary terms, following the group was safer than going alone. In modern terms, other people's choices serve as a cognitive shortcut — "if 10,000 teams chose this, they probably evaluated it so I don't have to."
+
+*How to apply:* "Join 10,000+ teams" works because it says "this many people can't be wrong." Use logos, user counts, testimonials with real names and photos, and "as seen in" badges.
+
+*Example:* "Trusted by 10,000+ teams including [Logo] [Logo] [Logo]"
+
+**4. Scarcity / Urgency**
+
+*What it is:* Limited availability increases perceived value. Things that are scarce feel more desirable.
+
+*Why it works:* Scarcity signals that others have already claimed the resource (social proof) and that the opportunity may disappear (loss aversion). Together, these create urgency to act now.
+
+*How to apply:* "14-day free trial" creates a time frame. Limited seats, early-bird pricing, and countdown timers all trigger scarcity. ONLY use when genuine — manufactured urgency erodes trust permanently. Visitors are sophisticated enough to see through fake countdown timers, and the trust damage lasts longer than any short-term conversion lift.
+
+*Example:* "Early access pricing ends Friday — lock in 40% off before launch rates take effect."
+
+**5. Contrast Effect**
+
+*What it is:* Things seem different depending on what they're compared to. A $50 shirt seems expensive alone but cheap next to a $200 shirt.
+
+*Why it works:* The brain evaluates things relatively, not absolutely. By controlling the comparison, you control the perceived value.
+
+*How to apply:* Show the "before" state vividly, then the "after." The gap between them IS your value proposition. The more vivid and painful the "before," the more valuable the "after" feels.
+
+*Example:* "Before: 4 hours every Monday compiling reports from 6 dashboards. After: One click. Every metric. Real-time."
+
+**6. Endowment Effect**
+
+*What it is:* People value things more once they feel ownership — even psychological ownership counts.
+
+*Why it works:* Once something is "ours," losing it feels like a loss (connecting back to Loss Aversion). Free trials work because after 14 days of using a product, canceling feels like giving something up.
+
+*How to apply:* Free trials, freemium tiers, and "Start My..." CTAs create psychological ownership before purchase. Use possessive language: "your dashboard", "your team's workspace."
+
+*Example:* "Start My Free Trial" instead of "Start A Free Trial" — the possessive "My" triggers ownership.
+
+**7. Paradox of Choice**
+
+*What it is:* Too many options overwhelm and paralyze. When faced with 24 jam options, people buy less than when faced with 6.
+
+*Why it works:* Each additional option increases the cognitive cost of deciding. Past a threshold, the effort of choosing exceeds the expected benefit of choosing well, and people defer the decision (which means they leave your page).
+
+*How to apply:* Three pricing tiers beat seven. One primary CTA beats three. Recommend one plan as "best for most." Remove unnecessary options from every decision point.
+
+*Example:* Three pricing tiers with the middle one highlighted as "Most Popular" — guides the decision instead of overwhelming it.
+
+**8. Authority Bias**
+
+*What it is:* People defer to experts and perceived authorities, even when the authority is tangential to the decision.
+
+*Why it works:* Evaluating every claim from first principles is cognitively expensive. Deferring to authorities is a rational shortcut — if an expert endorses it, it's probably good.
+
+*How to apply:* "Featured in TechCrunch," expert endorsements, certifications, "trusted by" logos, and detailed technical explanations (which signal deep expertise) all trigger this.
+
+*Example:* "Recommended by 500+ engineering leaders" or "[Expert Name], CTO of [Company]: 'This changed how we ship.'"
+
+**9. Reciprocity**
+
+*What it is:* When someone gives us something, we feel obligated to return the favor. This is one of the strongest and most universal social norms.
+
+*Why it works:* Reciprocity enabled human cooperation at scale. The obligation to repay is deeply ingrained — we feel uncomfortable receiving without giving back.
+
+*How to apply:* Give first, sell second. Free tools, generous free tiers, ungated content, educational blog posts, and free templates build reciprocal goodwill. The visitor thinks "they gave me this for free — I should at least give them a fair evaluation."
+
+*Example:* A free ROI calculator on the site that provides genuine value — even if the visitor never buys, they'll remember the brand positively.
+
+**10. AIDA (Attention, Interest, Desire, Action)**
+
+*What it is:* The classic persuasion sequence: grab Attention, build Interest, create Desire, enable Action. It maps directly to page structure.
+
+*Why it works:* It mirrors the natural decision-making process. You can't desire something you're not interested in, and you can't be interested in something you haven't noticed.
+
+*How to apply:* Headline grabs attention, problem section builds interest ("that's my problem!"), solution creates desire ("I want that outcome"), CTA enables action ("here's how to get it"). Every page follows this arc.
+
+*Example:* The entire landing page sequence IS an AIDA implementation — hero (A), problem (I), solution (D), CTA (A).
+
+**11. Framing Effect**
+
+*What it is:* The way information is presented changes how people perceive it, even when the underlying facts are identical.
+
+*Why it works:* The brain processes positively framed information with less resistance. "90% success rate" feels safer than "10% failure rate" despite being the same fact.
+
+*How to apply:* Frame positively when building confidence. Frame negatively when emphasizing the cost of inaction. Choose your frame deliberately based on the section's goal.
+
+*Example:* "90% of teams see results in the first week" (positive frame for building desire) vs. "1 in 10 teams still wastes hours on manual work" (negative frame for creating urgency).
+
+**12. Mere Exposure Effect**
+
+*What it is:* Familiarity breeds preference. The more we encounter something, the more we tend to like it — even if we don't consciously remember the encounters.
+
+*Why it works:* Familiar things require less cognitive processing, which the brain interprets as ease and safety. Processing fluency is misattributed to liking.
+
+*How to apply:* Consistent brand presence, retargeting, repeated CTA exposure within a single page, and recurring brand elements across touchpoints all build familiarity. On a single page, repeating the primary CTA after every major section leverages this — each exposure increases comfort with clicking.
+
+*Example:* The same CTA appearing 3-4 times throughout a landing page, with consistent wording and design each time.
+
+**13. Commitment & Consistency**
+
+*What it is:* Once people take a small step, they want to stay consistent with that action. Small commitments lead to larger ones.
+
+*Why it works:* Inconsistency creates cognitive dissonance — an uncomfortable mental state people are motivated to resolve. After signing up for a free trial, the person thinks "I'm someone who uses this product" and behaves consistently with that identity.
+
+*How to apply:* A free trial -> paid conversion works because they've already committed to using the product. Email signups, free tool usage, and community membership are all small commitments that pave the path to purchase.
+
+*Example:* "Start with our free plan" (small commitment) -> "Upgrade to unlock [specific feature they're now using]" (consistent next step).
+
+**14. Hyperbolic Discounting / Present Bias**
+
+*What it is:* People prefer immediate rewards over future ones, even when the future reward is larger. A $50 gift card today beats a $100 gift card in a year for most people.
+
+*Why it works:* Evolutionary — immediate rewards were certain, future rewards were uncertain. The brain discounts future value heavily and overweights present value.
+
+*How to apply:* "Start saving time today" converts better than "ROI in 6 months." Emphasize immediate benefits, instant access, and quick time-to-value. If value takes time to materialize, show what they get immediately (access, onboarding, first result).
+
+*Example:* "Deploy in 5 minutes and see your first insight today" — emphasizes immediacy twice.
+
+**15. Pratfall Effect**
+
+*What it is:* Competent entities become more likable when they show small flaws. Perfection feels inhuman and creates distance.
+
+*Why it works:* A small flaw makes competence feel relatable rather than intimidating. It also signals honesty — "if they're willing to admit a weakness, their strengths must be genuine."
+
+*How to apply:* "We're not the cheapest option" builds trust through honesty and simultaneously repositions price as a quality signal. Acknowledge genuine limitations that don't undermine the core value proposition.
+
+*Example:* "We're not for everyone. If you need enterprise compliance out of the box, we're not there yet. But if you want the fastest way to ship a product, nothing comes close."
+
+---
+
+### Copy Editing Framework: Seven Sweeps
+
+This is a quality assurance pass run AFTER copy generation. Do not self-edit during creation — write freely first, then refine systematically. Each sweep focuses on one dimension, catching issues that would be missed in a single general review.
+
+**Sweep 1: Clarity**
+
+Read every sentence. Is it immediately understandable on first read?
+
+*Flag:* confusing sentence structures, unclear pronoun references ("it" — what's "it"?), unexplained jargon, sentences trying to do too much, nested clauses that force re-reading.
+
+*Fix:* break long sentences into two, replace jargon with plain language, make every pronoun's reference unambiguous. If a sentence needs reading twice, rewrite it.
+
+**Sweep 2: Voice & Tone**
+
+Read the entire page aloud (or simulate reading aloud). Does it sound like one consistent person speaking?
+
+*Flag:* shifts between formal and casual, inconsistent brand personality (playful in the hero, corporate in the FAQ), jarring mood changes between sections, tonal mismatches with the audience.
+
+*Fix:* pick the dominant tone and revise outlier sections to match. If the hero is conversational, the FAQ should be too.
+
+**Sweep 3: "So What?"**
+
+For every claim, ask "why should the reader care?" This is the most important sweep for conversion.
+
+*Flag:* features listed without benefits, impressive-sounding but empty statements ("leverage cutting-edge technology"), sections that inform without motivating.
+
+*Fix:* add "which means..." bridges. "AI-powered analytics" -> "AI-powered analytics, which means you spot trends your competitors miss." If you can't complete the bridge, the claim isn't worth making.
+
+**Sweep 4: "Prove It"**
+
+For every benefit claim, ask "where's the evidence?" Unproven claims are marketing noise.
+
+*Flag:* unsupported assertions ("dramatically improve your workflow"), unearned superlatives ("best", "revolutionary", "game-changing"), benefit claims with no testimonial, stat, or case study backing them up.
+
+*Fix:* add specific evidence — testimonials, statistics, case studies, customer quotes. If no evidence exists, soften the claim or remove it. One proven claim outweighs five unproven ones.
+
+**Sweep 5: Specificity**
+
+For every vague word, ask "can I make this concrete?"
+
+*Flag:* "save time" -> "cut 4 hours to 15 minutes", "many companies" -> "2,400+ teams", "improve workflow" -> "eliminate manual data entry", "leading platform" -> "used by 10,000+ teams across 40 countries."
+
+*Fix:* replace every vague quantifier with a specific one. Replace every abstract benefit with a concrete example. If you don't have exact numbers, use credible estimates with appropriate qualifiers.
+
+**Sweep 6: Heightened Emotion**
+
+Does the copy make the reader FEEL something? Near decision points (CTAs), pure information isn't enough — the visitor needs an emotional nudge.
+
+*Flag:* purely informational sections near CTAs, problem sections that describe pain intellectually but don't evoke it, before/after comparisons that are logical but not visceral.
+
+*Fix:* add vivid "before" states ("It's Sunday night and you're staring at a spreadsheet instead of watching the game with your kids"), micro-stories, sensory language. Keep it authentic — manufactured emotion is worse than none.
+
+**Sweep 7: Zero Risk**
+
+Near every CTA, are barriers removed? The last-second hesitation before clicking is where most conversions die.
+
+*Flag:* missing guarantees, unclear next steps ("what happens after I click?"), unanswered objections near the CTA, required credit card for free trials, no cancellation policy mentioned.
+
+*Fix:* add risk reversals ("30-day money-back guarantee"), clarify next steps ("You'll get instant access to..."), add "no credit card required" where applicable, place FAQ sections before final CTAs.
+
+---
+
+### CRO Analysis Framework (Landing Pages Only)
+
+A 7-dimension analysis applied to landing page copy as a final quality gate. Run this AFTER the Seven Sweeps. Each dimension is scored and annotated with specific improvement suggestions.
+
+**1. Value Proposition Clarity**
+
+Can a visitor understand what you do and who it's for within 5 seconds of landing? The headline + subheadline must communicate this alone — assume visitors won't read anything else.
+
+*Check:* Cover the page below the fold. Read only the headline and subheadline. Do you know what the product does, who it's for, and why it matters?
+
+**2. Headline Effectiveness**
+
+Does the headline use a proven formula? Is it specific enough? Does it match the traffic source messaging? (If the ad says "save time on reporting" and the headline says "the future of analytics," there's a message mismatch that kills conversion.)
+
+*Check:* Which headline formula was used? Is there a specific benefit or outcome? Would you click on this if you saw it in an ad?
+
+**3. CTA Placement & Hierarchy**
+
+Is the primary CTA visible without scrolling? Is it repeated after major sections? Is there a clear primary vs. secondary CTA hierarchy? (Only one primary CTA per page — multiple equal CTAs create the Paradox of Choice.)
+
+*Check:* How many CTAs are visible? Can you identify the ONE primary action without thinking? Is the CTA above the fold?
+
+**4. Visual Hierarchy & Scannability**
+
+Can someone who scans (doesn't read) still get the main message? Are important elements visually prominent? (Most visitors scan. If the page only works when read top-to-bottom, it fails for 80% of visitors.)
+
+*Check:* Scan only headlines, subheadlines, bold text, and images. Do you get the core message?
+
+**5. Trust Signals & Social Proof**
+
+Are logos, testimonials, and credentials placed near CTAs and benefit claims? Trust signals work hardest when placed next to the thing they're supporting — a testimonial about speed should be near the "fast" benefit section.
+
+*Check:* Is there social proof above the fold? Are testimonials placed near related claims? Do trust signals have specifics (names, roles, companies, photos)?
+
+**6. Objection Handling**
+
+Are the top 3-5 visitor objections explicitly addressed before the final CTA? Common objections: price, complexity, switching cost, "will it work for my use case?", and "what if I don't like it?"
+
+*Check:* List the top 5 likely objections. Are they each addressed somewhere on the page?
+
+**7. Friction Points**
+
+Are there unnecessary form fields, unclear next steps, confusing navigation, missing information, or anything that makes the visitor think twice before acting?
+
+*Check:* Trace the path from landing to conversion. At each step, ask "is there anything here that might make someone hesitate?"
+
+---
+
+### Variation Generation
+
+For key elements, generate multiple options to compare. Having options to react to is psychologically easier than iterating on a single version — you can say "I like the tone of A but the specificity of B" rather than staring at a blank page trying to articulate what's wrong.
+
+**Format for variations:**
+
+```
+**Primary (recommended):**
+> [text]
+*Why this works: [framework] + [psychology] + [product-specific reasoning]*
+
+**Alternative A** — [angle/approach]:
+> [text]
+*Best when: [context where this works better]*
+
+**Alternative B** — [angle/approach]:
+> [text]
+*Best when: [context where this works better]*
+```
+
+**Generate variations for:**
+- Headlines (3 options using different headline formulas)
+- Subheadlines (2-3 options with different emphasis)
+- Primary CTAs (2-3 options with different framing)
+- Hero supporting text (2 options — benefit-led vs. problem-led)
+- Problem/pain section opening (2 options — question-led vs. narrative-led)
+
+**Annotation requirement:** Every variation must explain WHY it works using specific frameworks and psychology principles from this blueprint. No unexplained options.
+
+---
+
+## Output Format
+
+Each generated page document follows this structure:
+
+```markdown
+# {Page Name} — {Page Type} Copy
+
+## Context
+- **Page type:** {landing | homepage | pricing | feature | about | ...}
+- **Primary audience:** {specific description}
+- **Primary CTA:** {the one action this page drives}
+- **Traffic sources:** {where visitors come from}
+- **Awareness level:** {problem-aware | solution-aware | product-aware}
+- **Tone:** {casual | professional | technical | playful | ...}
+
+## Page Structure Sketch
+{Ordered list of sections with 1-sentence purpose for each}
+
+## Copy by Section
+
+### Section 1: {Section Name}
+**Purpose:** {what this section accomplishes}
+**Psychology:** {which principles are at work}
+
+{Copy text}
+
+> **[Variation]** {alternative copy where applicable, with annotation}
+
+---
+
+### Section 2: {Section Name}
+...
+
+## Copy Editing Notes
+{Results of the Seven Sweeps — what was flagged and fixed}
+
+## CRO Recommendations
+{Landing pages only — 7-dimension analysis with scores and suggestions}
+
+## Meta Content
+- **Page title:** {50-60 chars, keyword + benefit}
+- **Meta description:** {150-160 chars, value prop + CTA}
+- **OG title:** {social sharing title}
+- **OG description:** {social sharing description}
+```
+
+---
+
+## What's Configurable
+
+- **Page type** — landing, homepage, pricing, feature, about, team, careers, changelog, or custom
+- **Tone/voice** — casual, professional, technical, playful, or derived from product docs
+- **Variation count** — default: 3 per key element; can be reduced for speed or increased for exploration
+- **Annotation depth** — verbose by default (explains every decision for learning); concise on request
+- **CRO analysis pass** — default: yes for landing pages, no for other page types; can be toggled
+- **Seven Sweeps editing pass** — default: yes; can be skipped for rough drafts
+
+---
+
+## What's Opinionated
+
+- **Teach the why** — every recommendation is annotated with the framework and psychology reasoning behind it, not just "best practices." This blueprint is educational by design.
+- **Variations over single options** — comparison beats blank-page iteration. The user should react to options, not stare at a blank page.
+- **Product docs first** — auto-reads discovery output when available. Copy grounded in validated research is stronger than copy based on assumptions.
+- **Clarity over cleverness** — always, no exceptions. When forced to choose, choose clear.
+- **Evidence-based** — psychology principles are cited from Cialdini, Kahneman, and behavioral economics research. Not "someone said this works" but "here's the cognitive mechanism."
+- **Section-by-section structure** — organized and modular, not a wall of copy. Each section can be reviewed, revised, or replaced independently.
+- **Copy editing as a separate pass** — generate first, refine second. Don't self-censor during creation; the Seven Sweeps catch everything afterward.
+- **Honest over sensational** — never fabricate claims, stats, or testimonials. Eroded trust kills conversion permanently.
+
+---
+
+## Project Context Output
+
+After completion, appends to `.project-context.md` in the target project:
+
+```yaml
+### marketing-copywriting
+blueprint: marketing-copywriting
+installed_at: <date>
+pages_created:
+  - docs/pages/landing/homepage.md
+  - docs/pages/pricing.md
+```
+
+---
+
+## References
+
+- Copywriting and CRO frameworks adapted from coreyhaines31/marketingskills (MIT License)
+- Landing page design patterns from inferen-sh/skills
+- Psychology principles sourced from Cialdini (*Influence*), Kahneman (*Thinking, Fast and Slow*), and behavioral economics research