wizz-method 2.3.1 → 2.5.0

package/package.json

@@ -1,7 +1,7 @@
 {
   "$schema": "https://json.schemastore.org/package.json",
   "name": "wizz-method",
-  "version": "2.3.1",
+  "version": "2.5.0",
   "description": "Wizz Method: método de agência orientado por IA em PT-BR",
   "keywords": [
     "agile",
@@ -83,6 +83,7 @@
     "test:install": "node test/test-installation-components.js",
     "test:install-smoke": "node test/test-install-smoke.js",
     "test:install-smoke-mcp": "node test/test-install-smoke-mcp.js",
+    "test:lowticket-journey": "node test/test-lowticket-journey-parity.js",
     "test:lowticket-third-party": "node test/test-lowticket-third-party.js",
     "test:mcp": "node test/test-mcp-config.js",
     "test:memlog": "node test/test-memlog.js",

package/skills-registry.yaml

@@ -213,6 +213,16 @@ areas:
     agent: wizz-copy
     summary: "Copywriting: texto de venda, headlines, páginas, e-mails, sequências."
     skills:
+      # Módulo lowticket (src/modules/lowticket) — ver nota em ads.skills.
+      # Entram primeiro de propósito: copy de low ticket lê o shard antes de escrever.
+      - id: wizz-lowticket-guia
+        module: lowticket
+        when: "Leigo que quer vender produto barato e não sabe o que pedir: situa na jornada de 7 etapas e despacha. Ler ANTES de escrever copy de low ticket."
+      - id: wizz-lowticket-metodologia
+        module: lowticket
+        when: "Copy de low ticket BR/PT (página, VSL, roteiro de criativo, headline): ler o shard antes de escrever. 12c página, 18 copy, 04b §4.7-A VSL (9 vendas), 04c roteiro de criativo. O shard vence a skill genérica."
+        not_when:
+          - "SaaS, B2B, site de cliente, high ticket ou mentoria: os números não transferem."
       - id: wizz-copywriting
         when: "Escrever copy de venda/página/headline do zero ou reescrever."
       - id: wizz-copy-editing
@@ -297,6 +307,9 @@ areas:
       - id: wizz-offer-forge
         when: "Forjar oferta irresistível de resposta direta/infoproduto (mecanismo único, empilhamento de valor, garantia reversa, ponte de tráfego)."
       # Módulo lowticket (src/modules/lowticket) — ver nota em ads.skills.
+      - id: wizz-lowticket-guia
+        module: lowticket
+        when: "Porta de entrada low ticket para leigo: 'quero vender um produto barato', 'por onde começo', 'ninguém compra'. Situa na jornada de 7 etapas e despacha."
       - id: wizz-lowticket-metodologia
         module: lowticket
         when: "Roteador da base low ticket BR/PT: gatilho → um shard. Régua de preço, garantia, copy e rastreamento que tem precedência sobre a skill genérica."
@@ -376,6 +389,9 @@ areas:
       # Módulo lowticket (src/modules/lowticket) — instaladas COM O MÓDULO, não
       # por skills-lib. O campo `module` é o gate: resolveSkillIds as ignora ao
       # copiar de src/skills-lib, e o router continua enxergando as entradas.
+      - id: wizz-lowticket-guia
+        module: lowticket
+        when: "Porta de entrada low ticket para leigo: 'não estou vendendo', 'por onde começo', 'anúncio não funciona'. Situa na jornada de 7 etapas e despacha."
       - id: wizz-lowticket-metodologia
         module: lowticket
         when: "Roteador da base low ticket BR/PT: gatilho → um shard (diagnóstico de funil, bid cap, criativo, oferta, página, Instagram, player de VSL, upsell, copy, rastreamento, mineração). Carrega guardrails junto."

package/src/modules/lowticket/README.md

@@ -1,24 +1,25 @@
 # Wizz Low Ticket
 
-A portable knowledge base and four operating skills for **low ticket direct response** in Brazil and Portugal: offers between roughly R$19 and R$97, sold cold on Meta Ads, on a phone, mostly inside the Instagram in-app browser.
+A portable knowledge base, a front door and five operating skills for **low ticket direct response** in Brazil and Portugal: offers between roughly R$19 and R$97, sold cold on Meta Ads, on a phone, mostly inside the Instagram in-app browser.
 
-Install it and a fresh machine has the methodology and the four agents working, with no extra setup.
+Install it and a fresh machine has the methodology and the six skills working, with no extra setup.
 
 ## What ships
 
 | Skill | Does | Use when | Do not use when |
 |---|---|---|---|
+| `wizz-lowticket-guia` | front door: places the user on the 7-step journey (find the offer, build it, page and VSL, creatives, tracking, campaign, raise the ticket), explains the step in plain words, hands off, and closes with the next step | the user describes a symptom ("não estou vendendo") or does not know where to start | the request already names one task with its inputs: go straight to that skill |
 | `wizz-lowticket-metodologia` | routes a request to the one knowledge shard that answers it, loads the guardrails alongside | any low ticket work: offer, creative, page, campaign, funnel | SaaS, B2B, client site, high ticket |
 | `wizz-lowticket-trafego` | campaign diagnosis and ruler: structure, bid cap, when to cut, how to scale | reading, cutting or scaling a Meta campaign | Google Ads, brand campaigns, writing ads |
 | `wizz-lowticket-funil` | the post-checkout ladder: upsell, downsell, final offer, price rules | after the front-end converts, to raise average order value | before a front-end that converts exists |
 | `wizz-lowticket-minerador` | mining and judging a competitor offer, with a cut-off rubric | hunting a new offer to model | the offer is already defined (use `wizz-offer-forge`) |
 | `wizz-lowticket-pagina` | page performance: connect rate, LCP, pixel order, acceptance targets | optimizing or building a low ticket sales page | institutional sites or apps |
 
-All five read the Cérebro on activation and **none of them keeps its own memory**, the same contract as `wizz-offer-forge`. What is decided lives in the Cérebro; what is known lives in the shards.
+All six read the Cérebro on activation and **none of them keeps its own memory**, the same contract as `wizz-offer-forge`. What is decided lives in the Cérebro; what is known lives in the shards.
 
 ## The loading contract
 
-The knowledge base is 25 shards. It is not loaded whole. Reading everything costs well over 40k tokens; a typical answer needs under 5k.
+The knowledge base is 26 shards. It is not loaded whole. Reading everything costs well over 40k tokens; a typical answer needs under 5k.
 
 | Step | Read | When |
 |---|---|---|
@@ -28,9 +29,13 @@ The knowledge base is 25 shards. It is not loaded whole. Reading everything cost
 
 ## Language
 
-The framework surface is English: this file, the module definition, the SKILL.md frontmatter, the registry entry. **The knowledge is Portuguese**: the shard bodies, their filenames, the INDEX, the guardrails, the table headers.
+The shard bodies, the INDEX, the guardrails and the skills are in English, like the rest of Wizz Method: an English shard costs fewer tokens per read (decision of 2026-08-28, revised 2026-09-15). Three things stay in Portuguese on purpose: the shard filenames (stable ids that every link points to), the trigger phrases and market vocabulary (`bid cap`, `connect rate`, `order bump`, `Utmify`, `Pix`), and everything emitted to the operator or the end customer (the closing block, the diagnosis format, page copy).
 
-That split is deliberate. The market this describes is BR/PT and the vocabulary is native (`bid cap`, `connect rate`, `order bump`, `Utmify`, `Pix`); translating it would make it less precise, not more portable. Decision recorded 2026-08-28.
+The canonical source is the owner's local base, in Portuguese. This module is the derived copy: new content is born in the base and ported here, never the other way round.
+
+## The journey
+
+Every skill closes with the same four-line block (📍 where you are · ✅ what we did · ➡️ next step · 🧰 what to have ready) and the same 7-step map, so a lay user always knows what comes next. Steps 2 to 5 are owned by generic skills (`wizz-offer-forge`, `wizz-copy`, `wizz-ads`, `wizz-tracking-audit`) that read the shard named by the front door; where the generic skill contradicts the shard, the shard wins.
 
 ## Origin
 
@@ -38,7 +43,7 @@ The knowledge here is a distillation: facts, benchmarks, checklists and critical
 
 If you extend a shard, keep it that way: write the fact, never the quote. `knowledge/15-como-estender.md` has the full process.
 
-Seven tactics present in the source material are recorded and **not adopted** in `knowledge/guardrails.md`: buying engagement, AI avatars passing as real people, synthetic testimonials, borrowing a third party's ID document to verify a profile, using a real person's name as borrowed proof, reposting someone else's video as your own creative, and a struck-through reference price that was never charged. They are loaded on every activation and stay blocked until the operation's owner decides otherwise.
+Eight tactics present in the source material are recorded and **not adopted** in `knowledge/guardrails.md`: buying engagement, AI avatars passing as real people, synthetic testimonials, borrowing a third party's ID document to verify a profile, using a real person's name as borrowed proof, reposting someone else's video as your own creative, a struck-through reference price that was never charged, and a hook that asserts a personal attribute of the viewer. They are loaded on every activation and stay blocked until the operation's owner decides otherwise.
 
 ## Optional config
 

package/src/modules/lowticket/module.yaml

@@ -1,6 +1,6 @@
 code: lowticket
 name: "Wizz Low Ticket"
-description: "Low ticket direct-response playbook for Meta Ads (BR/PT): funnel diagnosis, bid-cap campaigns, creatives, offers, sales pages, VSL players, upsell ladders, copy diagnosis, tracking setup and offer mining. Knowledge base in Portuguese, loaded one shard at a time."
+description: "Low ticket direct-response playbook for Meta Ads (BR/PT): funnel diagnosis, bid-cap campaigns, creatives, offers, sales pages, VSL players, upsell ladders, copy diagnosis, tracking setup and offer mining, plus a front door for people who do not know where to start. Knowledge base loaded one shard at a time."
 default_selected: false
 # Versão do contrato module.yaml <-> installer (auditoria 2026-09-11, item 25).
 # Ver tools/installer/modules/module-interface.js. Ausente = 1.
@@ -14,11 +14,15 @@ interface_version: 1
 # The raw sources stay on the author's machine, outside npm and outside git.
 # Keep it that way: when you extend a shard, write the fact, never the quote.
 #
-# The knowledge body, the shard filenames and the INDEX are in Portuguese on
-# purpose (the market it describes is BR/PT and the vocabulary is native).
-# The framework surface (this file, SKILL.md frontmatter, the registry entry,
-# the README) stays in English like the rest of Wizz Method.
-# Decision recorded 2026-08-28.
+# Language (decision of 2026-08-28, revised 2026-09-15 in commit 2e983854):
+# the shard bodies, the INDEX, the guardrails and the SKILL.md files are in
+# English, like the rest of Wizz Method, to spend fewer tokens per read.
+# The shard filenames stay in Portuguese (stable ids that other files link to),
+# and so do the trigger phrases, the market vocabulary (bid cap, connect rate,
+# order bump, Utmify, Pix) and everything emitted to the operator or the end
+# customer (closing block, diagnosis format, page copy).
+# The canonical source is the owner's local base in Portuguese; this module is
+# the derived, translated copy. New content is born in the base and ported here.
 
 # --- Module-specific config ---
 

package/src/modules/lowticket/skills/wizz-lowticket-funil/SKILL.md

@@ -21,6 +21,13 @@ Read the Cérebro state first (via the `cerebro` skill). Then, if `wizz-lowticke
 
 This skill has **no memory of its own**. What gets decided goes to the Cérebro; the artifact goes to a file.
 
+## If the user is new to this
+
+- Spot a leigo by the signal: they say "quero vender mais pra quem já comprou" em vez de "upsell", não sabem o que é downsell ou OTO, ou respondem "não sei" pra preço ou público nas quatro perguntas do Move 1.
+- Explain each term the first time it is used, em uma frase simples: upsell é uma oferta extra logo depois da compra; downsell é uma oferta mais simples pra quem recusou o upsell; OTO (one-click offer) é a compra sem digitar o cartão de novo. Full glossary: `14-vocabulario.md` in `wizz-lowticket-metodologia`.
+- If the person cannot answer whether the front-end already sells, that is the prerequisite abaixo: explique em linguagem simples que o funil só estica um front que já converte, e aponte para `wizz-offer-forge` ou `wizz-lowticket-trafego` primeiro.
+- Ask the four questions in Move 1 one at a time if the person seems lost, em vez de despejar as quatro em quem ainda não sabe o que é "front-end".
+
 ## Flow, in five moves
 
 Do not deliver the whole thing at once. Each move ends with a question, and the answer shapes the next one.
@@ -109,4 +116,29 @@ The full anti-AI word list and the rhythm rules are in `references/copy-das-pagi
 
 ## Out of scope
 
-Traffic, campaigns, hiring, accounting, general operations. Bring it back to product, offer, price, pain, post-checkout sequence and copy, or route: `wizz-lowticket-trafego` for campaigns, `wizz-offer-forge` for the front-end offer, `wizz-lowticket-pagina` for the sales page itself.
+Traffic, campaigns, hiring, accounting, general operations. Bring it back to product, offer, price, pain, post-checkout sequence and copy, or route: `wizz-lowticket-trafego` for campaigns (Etapa 6), `wizz-offer-forge` for the front-end offer (Etapa 2), `wizz-copy` for the sales page copy itself (Etapa 3), `wizz-lowticket-pagina` for page speed.
+
+## Closing: always hand off
+
+End every response with this block, in Portuguese:
+
+```
+📍 Onde você está: Etapa 7 de 7, Aumentar o ticket
+✅ O que fizemos: <uma linha>
+➡️ Próximo passo: escrever a próxima página, ajustar um produto do mapa, ou ficar como está e medir até <checkpoint>
+🧰 O que ter pronto antes: <o que falta, ex. preço do front, dor principal>
+```
+
+A jornada, resumida:
+
+| # | Etapa | Dono |
+|---|---|---|
+| 1 | Achar a oferta | wizz-lowticket-minerador |
+| 2 | Montar a oferta | wizz-offer-forge |
+| 3 | Página e VSL | wizz-copy |
+| 4 | Criativos | wizz-copy / wizz-ads |
+| 5 | Rastreamento | wizz-tracking-audit |
+| 6 | Campanha no ar | wizz-lowticket-trafego |
+| 7 | Aumentar o ticket | wizz-lowticket-funil |
+
+Gate: nunca montar upsell sem um front que já vende (ver Prerequisite acima).

package/src/modules/lowticket/skills/wizz-lowticket-guia/SKILL.md

@@ -0,0 +1,83 @@
+---
+name: wizz-lowticket-guia
+description: Front door of the low ticket module for people who do not know what to ask. Places the user on the 7-step journey (find the offer, build the offer, page and VSL, creatives, tracking, campaign, raise the ticket), explains that step in plain language and hands off to the skill that does it. Use when someone wants to sell a cheap digital product with paid ads, describes a symptom instead of a task, or does not know where to start. Triggers in PT: "quero vender um produto barato", "infoproduto", "low ticket", "por onde começo", "não estou vendendo", "meu anúncio não funciona", "ninguém compra", "gasto e não vendo", "quero escalar". Do NOT use when the request already names one concrete task with its inputs (a campaign print to read, an offer URL to judge): go straight to that skill.
+---
+
+# Low Ticket · Front Door
+
+The other low ticket skills are sharp and assume the user knows which one to call. Most people do not. They say "não estou vendendo" and that sentence can mean six different problems. This skill finds out which one, in plain words, and hands off.
+
+**It does not do the work itself.** It diagnoses the step, explains it, dispatches, and makes sure every answer ends with the next step.
+
+## Step 0: What is already known
+
+1. Read the project's Cérebro state (via the `cerebro` skill). If it already says which offer is live and at which step, skip the questions.
+2. Read `wizz-lowticket-metodologia/knowledge/INDEX.md` and `guardrails.md` (the always-load of the base). Read `01-principios.md` too: its gates decide which steps cannot be skipped.
+
+## Step 1: Place the user, in one message
+
+If the user's message already answers these, do not ask. Otherwise ask **all three together**, in Portuguese, no jargon:
+
+1. Você já tem um produto para vender? (ou ainda está procurando o que vender)
+2. Já tem página de vendas ou anúncio no ar?
+3. Já vendeu alguma vez pelo anúncio?
+
+Then place them with the symptom table when they describe a problem, or the journey table when they are starting.
+
+### Symptom → step
+
+| What they say | What it usually is | Step |
+|---|---|---|
+| "não sei o que vender" | no offer yet | 1 |
+| "tenho o produto, não sei o preço / a promessa" | offer not built | 2 |
+| "as pessoas clicam e não compram" | page, VSL or offer | 3 (check 2) |
+| "ninguém clica no anúncio" / "anúncio caro" | creative | 4 |
+| "vendeu mas o gerenciador não mostra" / números estranhos | tracking | 5 |
+| "gasto e não vendo" / "o ROAS caiu" / "posso escalar?" | campaign reading | 6 |
+| "vende, mas sobra pouco" | average ticket | 7 |
+| "página lenta" / muita gente clica e pouca chega | page speed | detour: `wizz-lowticket-pagina` |
+| "conta bloqueada" / "anúncio reprovado" | account and policy | 6, via `03-campanha-bidcap.md` §3.6 + guardrails |
+
+When "gasto e não vendo" comes without numbers, send it to step 6 anyway: `wizz-lowticket-trafego` reads the funnel and will point back to 3, 4 or 5 if that is where the leak is. Do not guess the leak here.
+
+### The journey
+
+| # | Step (say it like this) | Gate to enter | Who does it | Base |
+|---|---|---|---|---|
+| 1 | Achar a oferta | none | `wizz-lowticket-minerador` | 12, 12a |
+| 2 | Montar a oferta: promessa, preço, garantia | a demand exists | `wizz-offer-forge` | 05, 12b |
+| 3 | Página e VSL: texto e estrutura | offer defined | `wizz-copy` (with the base) | 12c, 06, 18, 04b §4.7-A, 06b |
+| 4 | Criativos: o anúncio | page ready | `wizz-copy` for the script, `wizz-ads` for the ad | 04c, 04, 04b, 04a |
+| 5 | Rastreamento: pixel, checkout, eventos | page ready | `wizz-tracking-audit` | 17 |
+| 6 | Campanha no ar e leitura dos números | pixel firing, creative ready | `wizz-lowticket-trafego` | 03, 02 |
+| 7 | Aumentar o ticket: upsell e downsell | front-end already sells | `wizz-lowticket-funil` | 07, 07a |
+
+Instagram profile (`06a`) supports steps 3 to 6; bring it in when the offer sells through the profile.
+
+**Gates are not negotiable** (from `01-principios.md`): no ads before the offer is validated, no campaign before the pixel fires, never scale in the red, no upsell before the front sells. If the user asks for a later step while an earlier gate is open, say which gate is open in one sentence and offer the earlier step. If they insist, do what they asked and record the risk in the answer.
+
+## Step 2: Explain the step in plain Portuguese
+
+Two or three sentences: what this step is, why it comes now, what "done" looks like. Every technical term gets a one-line explanation the first time it appears (`14-vocabulario.md` has the base's terms). Tell them what to have at hand for the next skill (a print of the Gerenciador de Anúncios, the page link, the product price) and where to find it.
+
+## Step 3: Hand off
+
+Invoke the owning skill (or area agent) with everything collected: the step, the answers, and the instruction that the user is new to this and needs plain language. If the request touches two or more steps at once ("faz a página e os anúncios"), hand it to `wizz-maestro` with the step list in order.
+
+When the owner is a generic skill (`wizz-copy`, `wizz-ads`, `wizz-offer-forge`, `wizz-tracking-audit`), name the shard it must read, from the Base column above, and repeat the precedence rule: where the generic skill contradicts the shard, the shard wins.
+
+## Closing: always
+
+Every answer from this skill, and every answer from the skill it handed to, ends with:
+
+- `📍 Onde você está`: etapa N, nome
+- `✅ O que fizemos`
+- `➡️ Próximo passo`: the next step and who does it, or "deixar rodar e medir até <checkpoint>" when that is the answer
+- `🧰 O que ter pronto antes`
+
+## Rules
+
+- One step at a time. A lay user given the whole map at once does nothing.
+- Never invent the user's numbers, results or testimonials; the guardrails apply to everything handed off.
+- Answer in the user's language, short sentences, no em-dashes in what the user reads.
+- Outside the market (SaaS, B2B, high ticket, mentorship): say the base's numbers do not transfer and route to `wizz-growth`.

package/src/modules/lowticket/skills/wizz-lowticket-metodologia/SKILL.md

@@ -5,9 +5,9 @@ description: Routes any low ticket direct-response question to the one knowledge
 
 # Low Ticket Methodology
 
-A knowledge base of 25 shards in Portuguese, plus a swipe file analysis of 155 real creatives. The knowledge is loaded **one shard at a time**: the full base is well over 40k tokens, a typical answer needs under 5k.
+A knowledge base of 26 shards, plus a swipe file analysis of 155 real creatives. The knowledge is loaded **one shard at a time**: the full base is well over 40k tokens, a typical answer needs under 5k.
 
-Everything below the surface of this skill is in Portuguese on purpose. The market it describes is Brazil and Portugal, and the vocabulary (`bid cap`, `connect rate`, `order bump`, `Utmify`, `Pix`) is how the operators actually speak. Answer the user in their language; read the shards as they are.
+The shards are in English; the filenames, the trigger phrases and the market vocabulary (`bid cap`, `connect rate`, `order bump`, `Utmify`, `Pix`) stay in Portuguese on purpose, because that is how the operators in Brazil and Portugal actually speak. Answer the user in their language; read the shards as they are.
 
 ## The loading contract, in three steps
 
@@ -25,7 +25,7 @@ Never open two shards to find out which one it was. The INDEX has a third column
 
 This matters constantly. `wizz-offer-forge` defaults to a R$10-97 low ticket band and 7/15/30 day guarantees; this base pins price by source band (R$19,90 / R$27 / R$37), upsell at 2 to 2.5x the entry, and has an unresolved point about 7 vs 14 day guarantees. Same for `wizz-page-cro`, `wizz-paid-ads` and `wizz-ad-creative`: the generic skill has the technique, this base has the numbers for this market.
 
-The one thing that outranks a shard is `knowledge/guardrails.md`. Seven tactics present in the source material are recorded there and **not adopted**: buying engagement, AI avatars passing as real people, synthetic testimonials, borrowing a third party's ID document to verify a profile, using a real person's name as borrowed proof, reposting someone else's video as your own creative, and a struck-through reference price that was never charged. They are blocked until the operation's owner decides otherwise. If a shard teaches one, the inline block line is there too.
+The one thing that outranks a shard is `knowledge/guardrails.md`. Eight tactics present in the source material are recorded there and **not adopted**: buying engagement, AI avatars passing as real people, synthetic testimonials, borrowing a third party's ID document to verify a profile, using a real person's name as borrowed proof, reposting someone else's video as your own creative, a struck-through reference price that was never charged, and a hook that asserts a personal attribute of the viewer. They are blocked until the operation's owner decides otherwise. If a shard teaches one, the inline block line is there too.
 
 ## Flow
 
@@ -57,6 +57,7 @@ The video and image files themselves do not ship. To open a specific piece, the
 
 ## What this skill does not do
 
+- **It does not place a lost user.** Someone who describes a symptom ("não estou vendendo") or does not know where to start goes to `wizz-lowticket-guia`, the front door, which finds the journey step first and comes back here for the shard.
 - **It does not write.** It routes and it cites. Producing the offer is `wizz-offer-forge`, the page is `wizz-page-cro`, the copy is `wizz-copywriting`, the campaign is `wizz-paid-ads`.
 - **It does not remember.** No state file, no notes. The Cérebro is the memory.
 - **It does not travel outside its market.** SaaS, B2B, client sites and high ticket have different math. Say so rather than stretching the numbers.

package/src/modules/lowticket/skills/wizz-lowticket-metodologia/knowledge/04-criativos.md

@@ -4,7 +4,7 @@
 > Where the generic skill contradicts this shard, **the shard wins**, and this must be stated in the response.
 
 **What's here:** `4.1` creative structure · `4.2` production rules · `4.3` triggers and formats · `4.4` platform rules · `4.5` objectivity and sub-niche · `4.12` organic-to-paid validation, memes and test angles
-**Siblings:** AI production in [`04a-criativos-ia.md`](04a-criativos-ia.md) · script, templates and swipe file in [`04b-criativos-formatos.md`](04b-criativos-formatos.md)
+**Siblings:** AI production in [`04a-criativos-ia.md`](04a-criativos-ia.md) · script, templates and swipe file in [`04b-criativos-formatos.md`](04b-criativos-formatos.md) · writing the video script in [`04c-criativos-roteiro.md`](04c-criativos-roteiro.md)
 
 ### 4.1 Creative structure
 
@@ -42,7 +42,7 @@ Instagram users are looking for entertainment, not a sale. The creative has to l
 
 **Minimum anatomy:** immediate visual hook ("hulk") → body showing the product → CTA.
 
-- **Name the audience in the first second.** "Você que é lojista..." (you, the shop owner...) creates immediate identification and filters out who isn't.
+- **Name the audience in the first second.** "Você que é lojista..." (you, the shop owner...) creates immediate identification and filters out who isn't. **Occupation or role only:** a sensitive trait stated in the second person ("você que está endividado") is blocked — [guardrails 49](guardrails.md).
 - **The 80% image rule.** Plenty of images, very little text. Show the product, don't describe the product.
 - **Showing the exact quantity** ("80 figurinhas" - 80 stickers) creates more desire than showing a sample.
 - **Organic format beats produced format.** Simple static images and video with dynamic cuts beat heavy editing.

package/src/modules/lowticket/skills/wizz-lowticket-metodologia/knowledge/04a-criativos-ia.md

@@ -4,7 +4,7 @@
 > Where the generic skill contradicts this shard, **the shard wins**, and this must be stated in the response.
 
 **What's here:** `4.6` realism in AI video · `4.9` realistic images and avatars · `4.13` speaking avatars, scene continuation and a watermark-free pipeline · `4.14` 20-minute pipeline for TikTok · `4.15` bank of free tools
-**Siblings:** fundamentals in [`04-criativos.md`](04-criativos.md) · script, templates and swipe file in [`04b-criativos-formatos.md`](04b-criativos-formatos.md)
+**Siblings:** fundamentals in [`04-criativos.md`](04-criativos.md) · script, templates and swipe file in [`04b-criativos-formatos.md`](04b-criativos-formatos.md) · writing the video script in [`04c-criativos-roteiro.md`](04c-criativos-roteiro.md)
 **Attention:** an AI avatar passing as a real person is a blocked tactic — see [guardrails 21](guardrails.md).
 
 ### 4.6 Realism in AI video

package/src/modules/lowticket/skills/wizz-lowticket-metodologia/knowledge/04b-criativos-formatos.md

@@ -3,8 +3,8 @@
 > Shard of this base's methodology. Index: [`INDEX.md`](INDEX.md) · Always loaded alongside: [`guardrails.md`](guardrails.md)
 > Where the generic skill contradicts this shard, **the shard wins**, and this must be stated in the response.
 
-**What's here:** `4.7` VSL in 6 blocks · `4.8` pt-BR → pt-PT transcreation · `4.10` 155-piece swipe file · `4.11` the 14 visual format templates · `4.11-A` what the swipe file actually uses · `4.11-B` the organic formats of 2026
-**Siblings:** fundamentals in [`04-criativos.md`](04-criativos.md) · AI production in [`04a-criativos-ia.md`](04a-criativos-ia.md)
+**What's here:** `4.7` VSL in 6 blocks · `4.7-A` mini VSL, the 9 sales and play rate · `4.8` pt-BR → pt-PT transcreation · `4.10` 155-piece swipe file · `4.11` the 14 visual format templates · `4.11-A` what the swipe file actually uses · `4.11-B` the organic formats of 2026
+**Siblings:** fundamentals in [`04-criativos.md`](04-criativos.md) · AI production in [`04a-criativos-ia.md`](04a-criativos-ia.md) · writing the video script in [`04c-criativos-roteiro.md`](04c-criativos-roteiro.md)
 
 ### 4.7 VSL structure — 6 blocks
 
@@ -26,6 +26,35 @@ Fixed structure, in order, for a digital-offer VSL. Target length from the lesso
 > ⚠️ This 7-9 min length conflicts with the 90s-2min from section 11.3 for low ticket.
 > **Rule adopted (2026-08-28):** what decides it is what the VSL needs to prove. A product that proves itself on screen (showrun) stays at 90s-2min; an offer that needs to build a mechanism and authority before the price goes to 7-9 min. The 6-block structure applies to both, only the time per block changes. When in doubt, start short. See [Open item 18](pontos-em-aberto.md).
 
+### 4.7-A Mini VSL: the "9 sales" and the metrics that judge a VSL
+
+> ⚠️ **Low-fidelity source.** This comes from an automated summary of a live session, with no transcript. Nothing below changes an adopted rule; it works as a review checklist.
+
+**The 9 sales.** A VSL sells nine things in sequence, one at a time. It is not a new structure: it is the 7-block list of §18.8 described by what each stretch has to win.
+
+| # | Sale | §18.8 block | §4.7 block |
+|---|---|---|---|
+| 1 | Attention (break the pattern) | Lead | Lead |
+| 2 | Viewing (worth trading time for this) | Lead, the open loop | Lead |
+| 3 | Credibility (story, who's speaking) | Who's speaking + Story | Story |
+| 4 | Problem and solution | Thesis | Product |
+| 5 | Value stacking | Build-up | Product |
+| 6 | Differentiation | Thesis (the mechanism) | Product |
+| 7 | Guarantee and safety | Offer | Offer |
+| 8 | Irresistible offer | Offer | Offer |
+| 9 | Call to action | Close | CTA |
+
+The source lists the CTA before the offer; the working order stays the one in §18.8 (offer, then close with CTA).
+
+**The two metrics that judge the VSL, isolated from the rest of the funnel:**
+
+- **Low play rate:** the problem is before the video (page, thumbnail, promise above the player).
+- **Low retention to pitch with a good play rate:** the problem is in the copy of sales 1 to 6, not in the offer. Benchmarks in 13 (play rate ≥60-70%, retention to pitch 20-30%).
+
+**A/B test one variable at a time.** The highest-value test is the **opening** of the VSL (the lead), consistent with the "3-8 leads per VSL" in 13. Other variables mentioned: buy-button delay and vertical versus horizontal video.
+
+**Low ticket (below R$60): 7-8 minute ceiling**, with practical demonstration and testimonials carrying retention. It fits inside the adopted rule above (item 18): it is the ceiling of the long range, and a product that proves itself on screen stays at 90s-2min. Real testimonials only ([guardrails 23](guardrails.md)).
+
 ### 4.8 pt-BR → pt-PT transcreation
 
 For an offer running in Portugal, **no pt-BR copy goes live translated: it is rewritten** as if a Portuguese copywriter had started from the same brief. The file is the full operational prompt — use it in full (pasting the pt-BR copy at the end) whenever adapting a creative, VSL, caption, page or bio. Summary rules:

package/src/modules/lowticket/skills/wizz-lowticket-metodologia/knowledge/04c-criativos-roteiro.md

@@ -0,0 +1,148 @@
+## 4C. Creatives — writing the video script
+
+> Shard of this base's methodology. Index: [`INDEX.md`](INDEX.md) · Always loaded alongside: [`guardrails.md`](guardrails.md)
+> Where the generic skill contradicts this shard, **the shard wins**, and this must be stated in the response.
+
+**What's here:** `4.16` the minimum brief · `4.17` the four decisions before the first line · `4.18` block map by duration · `4.19` rules per block · `4.20` delivery format · `4.21` testing one axis per batch · `4.22` retention diagnosis · `4.23` pre-delivery checklist
+**Siblings:** fundamentals in [`04-criativos.md`](04-criativos.md) · AI production in [`04a-criativos-ia.md`](04a-criativos-ia.md) · VSL, templates and swipe file in [`04b-criativos-formatos.md`](04b-criativos-formatos.md)
+**Attention:** a hook that asserts a personal attribute of the viewer is blocked — see [guardrails 49](guardrails.md).
+
+**Why this shard exists.** Section 4 says what a creative is made of and [`18`](18-copy-desejo-oferta.md) says why a sentence sells. Neither says how to turn both into a script someone can **record today**. The deliverable here is spoken line, scene and on-screen text, never a "campaign concept."
+
+### 4.16 The minimum brief
+
+Seven inputs. Whatever the operator already gave, don't ask again.
+
+| # | Input | Critical |
+|---|---|---|
+| 1 | The offer: what it delivers and the price | ★ |
+| 2 | Who buys, described as a **situation**, not a demographic | ★ |
+| 3 | The proof that exists **today** (prints, testimonials, numbers, demo, authority) | ★ |
+| 4 | Platform and target length | |
+| 5 | Recording format: phone UGC, talking-head, voiceover + B-roll, screen capture | |
+| 6 | Where the click lands: page, VSL, WhatsApp, DM | |
+| 7 | What already ran: what won, what died | |
+
+**Ask at most the three critical ones.** Assume the rest and state each assumption at the top of the delivery.
+
+**No proof at all (input 3 empty):** say so plainly and build the creative around a **live demonstration** of the product. Proof is never filled in with fiction ([guardrails 23](guardrails.md)); what's missing becomes a production task, the same exercise as §18.7.
+
+### 4.17 The four decisions before the first line
+
+They decide the whole structure, so they come before writing and go into the delivery header (§4.20). The theory lives in shard 18; here is only what changes for a creative.
+
+| Decision | Theory | What it means for the creative |
+|---|---|---|
+| Awareness level | §18.3 | The creative **starts at the viewer's level and hands them to the page one rung above**, never two. Cold traffic usually arrives at 2 or 3 |
+| Sophistication stage | §18.4 | Read the 5 biggest advertisers in the Ad Library and climb one stage above them |
+| Destination, not category | §18.2 · §18.13 | The viewer must see themselves at the destination within 3 seconds, with no explanation |
+| Named villain and mechanism | §18.5 · §18.6 | Mandatory from level 3 up; in a short video it compresses to two sentences (§4.19) |
+
+### 4.18 Block map by duration
+
+The blocks are always the same five; only the seconds each one gets change.
+
+| Block | 15 s | 30 s | 45-60 s | 90 s |
+|---|---|---|---|---|
+| **Hook** — stops the scroll | 0-3 | 0-3 | 0-4 | 0-5 |
+| **Identification** — the pain scene | 3-6 | 3-9 | 4-15 | 5-20 |
+| **Villain + mechanism** — why it failed, what fixes it | 6-9 | 9-18 | 15-33 | 20-50 |
+| **Proof** — why believe | 9-12 | 18-24 | 33-48 | 50-70 |
+| **Offer + CTA** — what to do now | 12-15 | 24-30 | 48-60 | 70-90 |
+
+- **The house default is still 40-60 s** (§4.2), with 90 s as the ceiling. The 15 s and 30 s columns serve cut-downs of a winning creative and platforms where short is the norm. Where that clashes with §4.2: [point 50](pontos-em-aberto.md).
+- **Cut rule.** When a block doesn't fit its seconds, the video is too long **for this offer**, not the block too short. Shrink the promise or raise the length; never drop a block.
+- **Past 90 s** the five blocks give way to the 7 blocks of §18.8. That length belongs to remarketing (§4.12 item 4), not to cold traffic.
+
+### 4.19 Rules per block
+
+**Hook (0-3 s).** Where most of the result is decided.
+
+- **The visual is written together with the line.** The first 3 seconds are an image; a script that only describes speech has no hook.
+- The video starts mid-sentence: no logo, no greeting, no introduction.
+- **At most 12 words** in the first sentence.
+- Three shapes, and what the swipe file says about each (§4.10): a **question** the viewer can't answer (29% of the openers), a **counterintuitive statement** (the curiosity/secret family, 19%), a **scene or demonstration** with no narration. Naming the audience is the fourth path and the rare one: [point 22](pontos-em-aberto.md).
+- Choose the visual frame with the §4.11 table (question → `CAIXINHA`, curiosity → `LEIA A LEGENDA`, and so on).
+- **Talk to the viewer, never accuse them.** A personal attribute stated in the second person repels and gets the ad rejected: [guardrails 49](guardrails.md).
+
+**Identification.**
+
+- **One concrete scene, not an emotion.** "a calça que só fecha deitada na cama" beats "a frustração de não se sentir bem."
+- **One pain only.** A list of pains dilutes; the viewer has to think *this is about me*, and that happens with one scene.
+
+**Villain + mechanism.**
+
+- No name, no mechanism: only an explanation (§18.5).
+- Full order when there's time: the thesis in 5 moves (§18.6). **Under 30 s it compresses to two sentences:** not X; it's [named villain], and [named mechanism] turns it off.
+
+**Proof.** On video, what the viewer **sees** outweighs what they hear. Working order for a creative: demonstration → third party → specific number → volume → bare claim (never alone). This is not the order of §18.7: [point 51](pontos-em-aberto.md). The balance rule is unchanged — promise and proof rise together.
+
+**Offer + CTA.**
+
+- The CTA formula is the one from the swipe file: imperative verb + exact place + urgency (§4.10). **One action only, said twice.**
+- Every offer sentence pulls one of the 4 levers (§18.9); a sentence that pulls none gets cut.
+- Price after value (§18.10), except when the price **is** the hook (`OFERTA DIRETA`, §4.11).
+- Urgency only with a real reason-why (§18.11). Scarcity with no reason is a lie and burns the profile.
+
+### 4.20 Delivery format
+
+Three parts, in this order, for each creative:
+
+1. **Decision header**, two lines: awareness level · sophistication stage · angle (one of the 7 from [point 35](pontos-em-aberto.md)) · length · plus the assumptions from §4.16.
+2. **Script table:**
+
+   | Time | Line | Scene | On-screen text |
+   |---|---|---|---|
+   | 0-3 s | … | … | … |
+
+3. **Clean spoken text**: the same lines without the table, ready for teleprompter or voiceover. It's what actually gets recorded.
+
+With more than one creative, add **one line per variation saying what changes in it** (§4.21).
+
+Before delivering: the AI-tell filter from [`07a`](07a-copy-humanizacao.md). For an offer running in Portugal the script isn't translated, it's transcreated (§4.8).
+
+### 4.21 Testing: one axis per batch
+
+Five scripts that differ in everything teach nothing when one wins, because nobody knows which difference won. **Change one axis per batch and freeze the rest.**
+
+| Axis | Typical variations |
+|---|---|
+| Hook shape | question · counterintuitive · scene · common enemy · result first |
+| Villain name | two or three names for the same cause |
+| Proof | demonstration vs. testimonial vs. number |
+| Audience in the first sentence | "for someone who already tried X" vs. "for someone who never…" |
+| Length | 15 s vs. 30 s cut of the same script |
+
+**Default when the operator asks for "5 creatives" without naming the axis:** 5 different hooks over the same body. It's the highest-return test, because the hook moves the result the most. The 5 fit the "5 per angle" production ruler (§4.12 item 3); how that maps to ads-manager ad sets is still [point 31](pontos-em-aberto.md).
+
+### 4.22 Retention diagnosis — each video metric points to a block
+
+Complements §18.12, which starts at the CTR. This table reads **inside** the video. Hook rate is defined in §3 (3 s plays ÷ impressions); no thresholds here, they come from the account's own history.
+
+| Symptom | Broken block | What to do |
+|---|---|---|
+| Low hook rate | hook: first image or first sentence | swap the hook shape, keep the body (§4.21) |
+| Sharp drop between 3 s and 15 s | identification weak or pacing slow | a more concrete scene, faster cuts |
+| Watches well, doesn't click | mechanism or proof missing | name the villain, climb the proof order |
+| Clicks, leaves the page in <30 s | level mismatch creative ↔ page | align the awareness level (§18.3) |
+| Buys and asks for a refund | promise above delivery | not copy, it's the offer (§18.12) |
+| High CPM or rejected ad | accusatory copy or prohibited claim | [guardrails 49](guardrails.md) and §4.23 |
+
+**Rewrite the broken block, not the whole video.**
+
+### 4.23 Pre-delivery checklist
+
+- [ ] The four decisions of §4.17 are in the header
+- [ ] The hook has the visual written, not just the line
+- [ ] The first sentence sells a destination, not a category
+- [ ] The villain has a name
+- [ ] At least one real proof, cited by its origin
+- [ ] One CTA, literal, repeated
+- [ ] Every sentence fits in ~12 words and passes the read-aloud test
+- [ ] No personal attribute stated about the viewer ([guardrails 49](guardrails.md))
+- [ ] No guaranteed result, cure or certain gain: use a range, a timeframe and the source of the number
+- [ ] No invented study, institution, specialist, testimonial or print ([guardrails 23](guardrails.md))
+- [ ] No real person's name or image implying endorsement ([guardrails 44](guardrails.md))
+- [ ] Table **and** clean spoken text delivered
+
+When a request crosses one of these lines, deliver the version that works **and** is true, and say in one sentence what changed and why.

package/src/modules/lowticket/skills/wizz-lowticket-metodologia/knowledge/18-copy-desejo-oferta.md

@@ -143,6 +143,8 @@ From bottom to top, each rung buys more belief than the one before:
 **Works for VSL, sales page, and creative script.** Changes the size of each block, never the order.
 
 > ⚠️ **There are 7 blocks here and 6 in [`04b`](04b-criativos-formatos.md) §4.7.** It's not a conflict: the 7 are the fine-grained version of the 6. The mapping and the adopted rule are in [Open point 47](pontos-em-aberto.md) — in short, `WHO'S SPEAKING` comes out from inside `Story`, and `THESIS` is the block the list of 6 doesn't name. **The list of 7 is the working list; the list of 6 remains valid as a quick VSL check.**
+>
+> ✅ **VSL review checklist: the 9 sales** (attention, viewing, credibility, problem and solution, value, differentiation, guarantee, offer, CTA), mapped onto these 7 blocks in [`04b`](04b-criativos-formatos.md) §4.7-A. A finished script goes through them: the block that doesn't win its sale is the one to rewrite.
 
 ### 18.9 The value equation — the 4 levers
 

package/src/modules/lowticket/skills/wizz-lowticket-metodologia/knowledge/INDEX.md

@@ -1,7 +1,7 @@
 # Low Ticket Methodology · INDEX
 
 > The base's router. Find your request's line, open **one** file, work.
-> 25 shards · distillation of 70 processed sources · last revised 2026-09-09
+> 26 shards · distillation of 71 processed sources · last revised 2026-09-15
 
 **Precedence:** generic skill against shard, **the shard wins**, and say so in the response.
 **Always together:** [`guardrails.md`](guardrails.md), with the logged tactics this base doesn't use.
@@ -23,7 +23,8 @@ Don't open two shards to figure out which one it was. The 3rd column exists for
 | **New account, multi-login, proxy, high CPM/CPC** | **§3.6** of [`03`](03-campanha-bidcap.md) | Warm-up, proxy, verification. Has a blocked tactic: [guardrails 20](guardrails.md) |
 | Creative: structure, hook, production rules, angle testing | [`04-criativos.md`](04-criativos.md) | §4.1-4.5 and §4.12: structure, rules, triggers, platform, sub-niche, organic-to-paid validation |
 | **Video, image, or avatar made with AI** | [`04a-criativos-ia.md`](04a-criativos-ia.md) | §4.6, §4.9, §4.13: realism, image generation, talking avatar. Has a blocked tactic: [guardrails 21](guardrails.md) |
-| **VSL script, pt-BR→pt-PT transcreation, visual template, swipe file** | [`04b-criativos-formatos.md`](04b-criativos-formatos.md) | §4.7, §4.8, §4.10, §4.11, §4.11-A: VSL in 6 blocks, pt-BR→pt-PT, 14 templates, the 155 pieces |
+| **VSL script, mini VSL, pt-BR→pt-PT transcreation, visual template, swipe file** | [`04b-criativos-formatos.md`](04b-criativos-formatos.md) | §4.7, §4.7-A, §4.8, §4.10, §4.11, §4.11-A, §4.11-B: VSL in 6 blocks, the 9 sales and play rate, pt-BR→pt-PT, 14 templates, the 155 pieces, 2026 organic formats |
+| **Writing a video creative script, briefing, variations, retention drop** | [`04c-criativos-roteiro.md`](04c-criativos-roteiro.md) | §4.16-4.23: the 3-question brief, block map by 15/30/60/90 s, rules per block, script table + spoken text, one axis per batch, retention diagnosis, checklist. Has a blocked tactic: [guardrails 49](guardrails.md) |
 | **See a creative that's already been made** | **§4.10** of [`04b`](04b-criativos-formatos.md) + [`CATALOGO`](../CATALOGO.md) | The 155 swipe pieces: composition, duration, screen, hook type |
 | **Why the copy isn't converting: awareness, sophistication, villain, proof** | [`18-copy-desejo-oferta.md`](18-copy-desejo-oferta.md) | The 5 awareness levels, the 5 sophistication stages, the named-villain formula, the proof ladder, the 7 copy blocks |
 | **Writing or fixing a headline** | **§18.2 and §18.13** of [`18`](18-copy-desejo-oferta.md) | The 3 axes of specificity and the 4-question exercise. **The headline names the mechanism, the VSL explains it** ([point 46](pontos-em-aberto.md)). Has a blocked tactic: [guardrails 44](guardrails.md) |

package/src/modules/lowticket/skills/wizz-lowticket-metodologia/knowledge/guardrails.md

@@ -1,6 +1,6 @@
 # Guardrails · what this project does not do
 
-> Loaded **always**, together with [`INDEX.md`](INDEX.md). These are seven tactics that the source material teaches and that this project logged but **did not adopt**, because they violate platform terms, consumer law, or a third party's rights.
+> Loaded **always**, together with [`INDEX.md`](INDEX.md). These are eight tactics that the source material teaches and that this project logged but **did not adopt**, because they violate platform terms, consumer law, or a third party's rights.
 >
 > **Until the operation's owner makes an explicit decision, no agent in this project uses any of them.** If a shard teaches the tactic, the block line is inline there too. Found material in favor without finding this file? Then the loading is wrong: guardrails load at rung 0.
 
@@ -14,7 +14,7 @@
 
 ## 21 · An AI avatar passing as a real person
 
-**The tactic.** Sections 4.6 and 4.9 of [`04-criativos.md`](04-criativos.md) teach how to create a realistic avatar and profile with AI.
+**The tactic.** Sections 4.6, 4.9, 4.13 and 4.14 of [`04a-criativos-ia.md`](04a-criativos-ia.md) teach how to create a realistic avatar and profile with AI.
 
 **Why not (without confirming first).** Meta and Instagram require an account representing a fictitious person to be identifiable as such, and the rule varies by format and by country. The source material doesn't address this. In Portugal and the EU the transparency bar is stricter (§4.8 already logs the same caution for promises).
 
@@ -22,12 +22,14 @@
 
 ## 23 · Synthetic testimonial
 
-**The tactic.** The offer-factory source (§12.7 in [`12-mineracao-ofertas.md`](12-mineracao-ofertas.md)) suggests filling the page's social proof with an AI-generated face plus a fictional name and city.
+**The tactic.** The offer-factory source (§12.7 in [`12b-fabrica-de-ofertas.md`](12b-fabrica-de-ofertas.md)) suggests filling the page's social proof with an AI-generated face plus a fictional name and city.
 
 **Why not.** It's a fabricated testimonial. It violates Meta's ad policy and constitutes deceptive advertising (CDC in Brazil; in the EU the bar is even stricter, and §4.8 already requires framing every testimonial as an individual result). The risk isn't only legal: fake social proof that gets discovered destroys the whole offer.
 
 **What to do instead.** The methodology already gives the alternative: [`06a-instagram.md`](06a-instagram.md) §6A.4 covers highlighting real customer feedback, and the source suggests recording video or audio feedback when a real customer exists. Without a customer yet, the page goes out without a testimonial block, not with an invented one.
 
+**Same block, wider than the testimonial.** Any invented third-party proof falls under this entry: a study, an institution, a specialist, a results print. In a creative script with no proof, the answer is a live demonstration of the product ([`04c`](04c-criativos-roteiro.md) §4.16), not fiction.
+
 ## 32 · A third party's ID document to verify the profile
 
 **The tactic.** The `Guia Prático para Escalar Mentoria` teaches passing Instagram's profile verification using "a photo that matches the document," and gives the literal example of putting a woman on the profile and sending her mother's document. The legitimate part of the same source is logged in [`06a-instagram.md`](06a-instagram.md).
@@ -80,7 +82,21 @@ The guardrail the deck itself already states still holds on top of this: *"speci
 
 > 🔢 **This guardrail was number 33 until 2026-09-09.** It was opened on 2026-09-05 reusing a number that already belonged to the player's progress bar in [`pontos-em-aberto.md`](pontos-em-aberto.md), and the two topics ended up sharing the same identifier. Renumbered to 48, the first free one. Anyone who finds "guardrail 33" in older material is looking at this one.
 
----
+## 49 · A hook that asserts a personal attribute of the viewer
+
+**The tactic.** Section 4.5 of [`04-criativos.md`](04-criativos.md) teaches naming the audience in the first second, with a shopkeeper as the example. The lever is legitimate; the risk is its natural extension to a personal trait: health, weight, body, debt, financial situation, age, sexual orientation, religion, ethnicity, stated as a fact about whoever is watching ("você que está acima do peso", "você que está endividado").
+
+**Why not.** Meta's personal attributes policy rejects ad copy that asserts or implies the viewer has one of those traits, and repeated rejections weigh on the ad account and the BM. Besides the rule, an accusing second person repels exactly the audience it wants to filter.
+
+**Where the line is.** Occupation and role pass: "você que é lojista", "pra quem vende no Instagram" describe what the person does, not what they are. A sensitive trait in the second person doesn't.
+
+**What to do instead.**
+
+- **Third person or open question:** "quem já tentou de tudo pra perder a barriga costuma…", "por que a dieta para de funcionar depois dos 40?".
+- **Describe the scene, not the person:** the pain scene of [`04c`](04c-criativos-roteiro.md) §4.19 does the identification without labeling anyone.
+- **Identity by role:** sophistication stage 5 of [`18`](18-copy-desejo-oferta.md) §18.4 ("pra mãe de dois…") speaks of a situation the viewer recognizes, not a trait imposed on them.
+
+**Logged on 2026-09-15, not decided by the operation owner.** Blocked by default like the others; the rest of §4.5 still stands.
 
 ---
 

package/src/modules/lowticket/skills/wizz-lowticket-metodologia/knowledge/pontos-em-aberto.md

@@ -96,6 +96,12 @@ Contradictions and gaps found while distilling this methodology, pulled into thi
 
 48. **A struck-through reference price that was never charged — logged, blocked.** The page anatomy (12c block 06 and §6.1) says to show "full value struck through, entry price highlighted," but in low ticket that full value is the **sum of the value assigned to the materials**, not a price anyone ever paid. **Omnibus Directive and DL 57/2008 risk: lives in [`guardrails.md`](guardrails.md#48--preço-de-referência-riscado-que-nunca-foi-cobrado).** Value anchoring is still allowed, as long as it doesn't disguise itself as a discount and doesn't strike through the number.
 
+49. **A hook that asserts a personal attribute of the viewer — logged, blocked.** Section 4.5 teaches naming the audience in the first second; extended to a sensitive trait (weight, health, debt) stated in the second person, it falls under Meta's personal attributes policy. **Lives in [`guardrails.md`](guardrails.md).** Occupation and role still pass ("você que é lojista"); the alternative is third person, an open question, or the pain scene of §4.19.
+
+50. **Creative length: 15-30 s or 40-60 s?** The script material processed into [`04c`](04c-criativos-roteiro.md) §4.18 maps blocks for 15, 30, 60 and 90 s and treats 15-30 s as the Reels/TikTok norm. Section 4.2 says the ideal is **40 to 60 s** and that Facebook's 15 s recommendation is ineffective; the swipe file (§4.10) puts 36% of the pieces at 20-40 s. **Provisional reading, not decided:** 40-60 s stays the default for cold traffic (the shard wins); the 15 and 30 s columns are used for cut-downs of a winning creative and tested with the length axis of §4.21. Confirm with the operation owner before producing a batch that is all short.
+
+51. **Proof order: the video one or the §18.7 one?** Section 18.7 ranks from bottom to top: bare claim, specific number, demonstration, third party, **volume at the top**. The script material processed into §4.19 ranks for video: **demonstration at the top**, then third party, number, volume. **Provisional reading, not decided:** on a creative what is seen on screen leads, so §4.19's order applies to the creative and §18.7's to the page and the VSL. No performance data in the base decides it.
+
 ---
 
-**Count (2026-09-09):** 48 points in total: 22 open, 16 resolved or adopted, 7 blocked in guardrails (20, 21, 23, 32, 44, 45, 48), and 3 with no publishable content because they're local bookkeeping (5, 6, 13), with the number preserved only so it doesn't break a link from another shard.
+**Count (2026-09-15):** 51 points in total: 24 open, 16 resolved or adopted, 8 blocked in guardrails (20, 21, 23, 32, 44, 45, 48, 49), and 3 with no publishable content because they're local bookkeeping (5, 6, 13), with the number preserved only so it doesn't break a link from another shard.

package/src/modules/lowticket/skills/wizz-lowticket-minerador/SKILL.md

@@ -11,7 +11,7 @@ The governing principle: **never clone, always rebuild.**
 
 ## Who you are talking to
 
-Someone who already runs traffic, reads metrics and has mined offers before. Do not explain fundamentals, do not open with praise, do not hedge. "Aqui está o problema" beats "existem alguns pontos que talvez possam ser considerados."
+Two kinds of person ask this. An operator who already runs traffic, reads metrics and has mined offers before: do not explain fundamentals to them, do not open with praise, do not hedge. "Aqui está o problema" beats "existem alguns pontos que talvez possam ser considerados." Or a leigo who just wants to know if an idea can make money and does not know the vocabulary: explain each term as it comes up, in plain language, before asking for anything technical. See "If the user is new to this" below for how to tell them apart.
 
 ## Source of truth
 
@@ -22,6 +22,14 @@ Read the Cérebro state first (via the `cerebro` skill). If `wizz-lowticket-meto
 
 Where a generic skill contradicts those shards, the shard wins and you say so. This skill has **no memory of its own**.
 
+## If the user is new to this
+
+- Spot a leigo by the signal, not by asking: they do not use terms like "veredito", "CPA" or "hook rate", they describe a symptom ("ninguém compra", "não sei se essa oferta presta") instead of naming a metric, or they cannot produce the numbers this skill asks for.
+- Explain each technical term the first time it appears, in one simple sentence. The plain-language version of every term used here is `14-vocabulario.md` in `wizz-lowticket-metodologia`.
+- When asking for a number (dias no ar, quantidade de anúncios, ROAS), say where to find it: por exemplo, "no Gerenciador de Anúncios da Meta, ative o filtro de país e veja há quantos dias os anúncios estão ativos."
+- If the person does not have what this skill needs (a URL, a screenshot, numbers from a post-mortem), do not force a verdict from guesswork: say in plain language what to bring and how to get it.
+- This is Etapa 1 da jornada (Achar a oferta). If the question is really about velocidade de página, campanha no ar, rastreamento ou upsell, that is a later etapa: route it (see the Closing section) instead of answering half of it here.
+
 ## Pick the operation first
 
 Do not dump a report. Find out which of the four jobs this is, then run only that one.
@@ -106,10 +114,35 @@ Identify the platform by clicking through to the competitor's checkout and readi
 
 ## Out of scope
 
-Advanced traffic operation → `wizz-lowticket-trafego`. Full funnel construction → `wizz-lowticket-funil`. Building the offer once it is chosen → `wizz-offer-forge`. Page work → `wizz-lowticket-pagina`. Say which part you can analyze and route the rest.
+Building the offer once it is chosen (Etapa 2) → `wizz-offer-forge`. Page and VSL copy (Etapa 3) → `wizz-copy`. Page speed (a deviation of Etapa 3/6) → `wizz-lowticket-pagina`. Advanced traffic operation (Etapa 6) → `wizz-lowticket-trafego`. Full funnel construction (Etapa 7) → `wizz-lowticket-funil`. Say which part you can analyze and route the rest.
 
 ## Tone
 
 Portuguese (BR), senior, casual, analytical, short sentences, no em-dashes. Bold for decisions, prices, verdicts and key terms. Bullets over paragraphs.
 
 The best answer is not the longest one. It is the one that makes the operator say: *eu estava olhando para a oferta, e o que importa é o mecanismo atrás dela.* Always deliver **sinal → interpretação → oportunidade → ação.**
+
+## Closing: always hand off
+
+End every response with this block, in Portuguese:
+
+```
+📍 Onde você está: Etapa 1 de 7, Achar a oferta
+✅ O que fizemos: <uma linha>
+➡️ Próximo passo: Etapa 2, Montar a oferta (wizz-offer-forge), ou mais um veredito/comparação antes de decidir
+🧰 O que ter pronto antes: <o que falta>
+```
+
+A jornada, resumida:
+
+| # | Etapa | Dono |
+|---|---|---|
+| 1 | Achar a oferta | wizz-lowticket-minerador |
+| 2 | Montar a oferta | wizz-offer-forge |
+| 3 | Página e VSL | wizz-copy |
+| 4 | Criativos | wizz-copy / wizz-ads |
+| 5 | Rastreamento | wizz-tracking-audit |
+| 6 | Campanha no ar | wizz-lowticket-trafego |
+| 7 | Aumentar o ticket | wizz-lowticket-funil |
+
+Gate: nunca subir uma oferta para anúncio sem um veredito que não seja `DESCARTAR`.

package/src/modules/lowticket/skills/wizz-lowticket-pagina/SKILL.md

@@ -36,6 +36,14 @@ Read the Cérebro state first (via the `cerebro` skill). If `wizz-lowticket-meto
 
 This skill has **no memory of its own**.
 
+## If the user is new to this
+
+- Spot a leigo by the signal: they do not say "connect rate", "LCP" or "TTFB", they say things like "a página demora pra abrir" ou "pouca gente chega até o final"; ou não sabem dizer o que o Gerenciador de Anúncios mostra pro anúncio.
+- Explain each term the first time it is used: connect rate é a porcentagem que o Gerenciador de Anúncios da Meta mostra por anúncio, comparando quem clicou com quem a página realmente abriu; LCP é o tempo até o maior elemento da tela aparecer. Full glossary: `14-vocabulario.md` in `wizz-lowticket-metodologia`.
+- When asking for the connect rate number, say where it is: "no Gerenciador de Anúncios, na coluna Connect Rate (ou Taxa de Conexão), no nível do anúncio."
+- If there is no code access and the page is on a closed builder, say plainly which fixes are possible there and which are not, instead of promising a number the builder cannot hit.
+- This is a fix inside Etapa 3 (Página e VSL) ou um ponto de checagem da Etapa 6 (Campanha no ar). If connect rate is already fine and the real complaint is "ninguém compra" ou "a oferta não vende", isso não é velocidade de página: aponte para a Etapa 1/2 ou para `wizz-lowticket-trafego`.
+
 ## Acceptance targets
 
 The job is done when all of these are met, measured **on mobile with 4G throttling**, never on desktop. Full measurement instructions in `references/metas-e-medicao.md`.
@@ -106,3 +114,28 @@ At most **five questions, all in one round**, and only when something essential
 Always end with the before/after table from `references/metas-e-medicao.md`, in plain Portuguese, written for someone who is not technical. Every metric that missed its target gets one sentence explaining what that means. The report also carries what could not be done and why, the conscious trade-offs taken, and what the operator has to do by hand.
 
 An optimization without the report is not finished work: the point is that the operator can see the movement and decide whether it was worth it.
+
+## Closing: always hand off
+
+After the mandatory report above, close every response with this block, in Portuguese:
+
+```
+📍 Onde você está: desvio de velocidade dentro da Etapa 3/6 (Página e VSL / Campanha no ar)
+✅ O que fizemos: <uma linha>
+➡️ Próximo passo: voltar para a Etapa 3 com wizz-copy, ou para a Etapa 6 com wizz-lowticket-trafego, ou ficar como está e medir até <checkpoint>
+🧰 O que ter pronto antes: <o que falta>
+```
+
+A jornada, resumida:
+
+| # | Etapa | Dono |
+|---|---|---|
+| 1 | Achar a oferta | wizz-lowticket-minerador |
+| 2 | Montar a oferta | wizz-offer-forge |
+| 3 | Página e VSL | wizz-copy |
+| 4 | Criativos | wizz-copy / wizz-ads |
+| 5 | Rastreamento | wizz-tracking-audit |
+| 6 | Campanha no ar | wizz-lowticket-trafego |
+| 7 | Aumentar o ticket | wizz-lowticket-funil |
+
+Gate: nunca subir campanha sem o pixel disparando corretamente (ver o conflito em aberto acima).

package/src/modules/lowticket/skills/wizz-lowticket-trafego/SKILL.md

@@ -20,6 +20,14 @@ Where a generic paid-media skill (`wizz-paid-ads`, `wizz-analytics-tracking`) co
 
 Read the Cérebro state before answering (via the `cerebro` skill): the account's breakeven, ticket and current bid cap are state, not knowledge. This skill has **no memory of its own** and writes none.
 
+## If the user is new to this
+
+- Spot a leigo by the signal: dizem "minhas vendas caíram" em vez de nomear ROAS ou CPA, ou colam um print sem saber dizer o nível (campanha, conjunto, anúncio) que ele mostra.
+- Explain each term the first time it is used, em uma frase simples: bid cap é o teto de quanto a Meta pode pagar por resultado; ROAS é quanto voltou em vendas pra cada real gasto. Full glossary: `14-vocabulario.md` in `wizz-lowticket-metodologia`.
+- Numbers come from wherever the person has: um print do Gerenciador de Anúncios da Meta serve mesmo sem Utmify instalado, desde que mostre gasto, resultados e ROAS do período certo.
+- If there is no bid cap defined yet, do not apply the 3x rule em silêncio: explique o que é um bid cap e por que ele define a régua de amostra, aí peça o valor (ou ajude a definir um) antes de rodar o Gate 1.
+- If the numbers show tráfego bom mas venda zero mesmo com volume e tempo suficientes, pare de mexer em tráfego: diga com todas as letras que o problema é a oferta, não a campanha, e aponte para `wizz-lowticket-minerador` ou `wizz-offer-forge`.
+
 ## The five gates, in order
 
 Run these before writing a single recommendation. The first one that trips decides the answer.
@@ -81,10 +89,35 @@ If yes, cut it down to one. Pick the bottleneck closest to the money, fix only t
 
 ## What this skill does not do
 
-- **It does not write.** Copy, headline, script, offer, product: redirect to `wizz-copywriting`, `wizz-offer-forge` or `wizz-ad-creative`. It can read how a copy or an offer is affecting traffic metrics; it does not become the copywriter.
+- **It does not write.** Copy, headline, script, offer, product: redirect to `wizz-copy` (page, VSL and creatives, Etapa 3/4), `wizz-offer-forge` (the offer itself, Etapa 2) or `wizz-ad-creative`. It can read how a copy or an offer is affecting traffic metrics; it does not become the copywriter.
 - **It does not guess.** A cropped or unreadable screenshot gets a request for the missing number, not an estimate.
 - **It does not optimize for the sake of optimizing.** No invented problem where the data shows none.
 
 ## Tone
 
 Portuguese (BR), short sentences, direct. No corporate language, no generic praise, no "excelente pergunta", no closing pleasantries, no em-dashes. Numbers and deadlines instead of adjectives.
+
+## Closing: always hand off
+
+The checkpoint from step 5 of Flow stays. Close every response with this block after it, in Portuguese:
+
+```
+📍 Onde você está: Etapa 6 de 7, Campanha no ar e leitura dos números
+✅ O que fizemos: <uma linha com o veredito do diagnóstico>
+➡️ Próximo passo: <a ação prescrita, ou ficar como está e medir até o checkpoint>
+🧰 O que ter pronto antes: <o que falta, ex. mais gasto até o teto de 3x, ou o número que faltou>
+```
+
+A jornada, resumida:
+
+| # | Etapa | Dono |
+|---|---|---|
+| 1 | Achar a oferta | wizz-lowticket-minerador |
+| 2 | Montar a oferta | wizz-offer-forge |
+| 3 | Página e VSL | wizz-copy |
+| 4 | Criativos | wizz-copy / wizz-ads |
+| 5 | Rastreamento | wizz-tracking-audit |
+| 6 | Campanha no ar | wizz-lowticket-trafego |
+| 7 | Aumentar o ticket | wizz-lowticket-funil |
+
+Gate: nunca anunciar sem oferta validada (Etapa 1/2), nunca subir campanha sem pixel funcionando (Etapa 5).

package/src/skills-lib/wizz-ad-creative/SKILL.md

@@ -14,6 +14,9 @@ You are an expert performance creative strategist. Your goal is to generate high
 **Check for product marketing context first:**
 If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
 
+**Check for the low ticket base:**
+If the `wizz-lowticket-metodologia` skill is installed in this project, read its `knowledge/INDEX.md` and `knowledge/guardrails.md` first and load the one shard the INDEX names for this task; the usual ones here are `04` (creative structure and rules), `04c` (video creative script) and `04b` (formats and swipe file). Where that shard contradicts this skill, **the shard wins**, and say so in your reply. Without that skill installed, nothing changes.
+
 Gather this context (ask if not provided):
 
 ### 1. Platform & Format

package/src/skills-lib/wizz-copywriting/SKILL.md

@@ -14,6 +14,9 @@ You are an expert conversion copywriter. Your goal is to write marketing copy th
 **Check for product marketing context first:**
 If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
 
+**Check for the low ticket base:**
+If the `wizz-lowticket-metodologia` skill is installed in this project, read its `knowledge/INDEX.md` and `knowledge/guardrails.md` first and load the one shard the INDEX names for this task; the usual ones here are `12c` (anatomy of the low ticket page), `18` (copy from desire to offer, the 7 blocks) and, for a VSL, `04b` §4.7 and §4.7-A. Where that shard contradicts this skill, **the shard wins**, and say so in your reply. Without that skill installed, nothing changes.
+
 Gather this context (ask if not provided):
 
 ### 1. Page Purpose

package/src/skills-lib/wizz-page-cro/SKILL.md

@@ -14,6 +14,9 @@ You are a conversion rate optimization expert. Your goal is to analyze marketing
 **Check for product marketing context first:**
 If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
 
+**Check for the low ticket base:**
+If the `wizz-lowticket-metodologia` skill is installed in this project, read its `knowledge/INDEX.md` and `knowledge/guardrails.md` first and load the one shard the INDEX names for this task; the usual ones here are `12c` (anatomy of the low ticket page), `06` (sales page) and `02` (funnel diagnosis: which transition is leaking). Where that shard contradicts this skill, **the shard wins**, and say so in your reply. Without that skill installed, nothing changes.
+
 Before providing recommendations, identify:
 
 1. **Page Type**: Homepage, landing page, pricing, feature, blog, about, other