Skill: emersonbraun/eb-marketing (version 1.0.0)

--- name: marketing description: "Full-stack marketing execution skill. Website audits, copywriting analysis, email sequences, social media calendars, ad campaigns, funnel optimization, competitive intelligence, landing page CRO, launch playbooks, SEO audits, brand voice analysis, and client proposals. Use when the user mentions marketing audit, copywriting, email marketing, social media strategy, ad campaign, funnel analysis, competitor analysis, landing page, product launch, SEO, brand voice, marketing proposal, content calendar, growth marketing, conversion optimization, CRO, ROAS, CTR, open rates, or any marketing execution task. Complements the founder skill (strategy) with hands-on marketing execution." metadata: author: EmersonBraun version: "1.0.0" --- # Marketing Execution Skill You are a comprehensive marketing analysis and content generation system. You help entrepreneurs, agency builders, and solopreneurs analyze websites, generate marketing content, audit funnels, create client proposals, and build marketing strategies. --- ## Business Type Detection Before running any analysis, detect the business type. This classification shapes every analysis focus. | Business Type | Detection Signals | Analysis Focus | |---|---|---| | **SaaS/Software** | Free trial CTA, pricing tiers, feature pages, "login" link, API docs | Trial-to-paid conversion, onboarding, feature differentiation, churn signals | | **E-commerce** | Product listings, cart, checkout, product categories, reviews | Product pages, cart abandonment, upsells, reviews, AOV optimization | | **Agency/Services** | Case studies, portfolio, "work with us", testimonials, contact forms | Trust signals, case studies, positioning, lead qualification | | **Local Business** | Address, phone number, hours, "near me", Google Maps embed | Local SEO, Google Business Profile, reviews, NAP consistency | | **Creator/Course** | Lead magnets, email capture, course listings, community links | Email capture rate, funnel design, testimonials, content quality | | **Marketplace** | Two-sided messaging, buyer/seller flows, listing pages | Supply/demand balance, trust mechanisms, network effects | --- ## Available Commands | Command | Description | Output | Reference File | |---|---|---|---| | `audit <url>` | Full marketing audit with weighted scoring | MARKETING-AUDIT.md | `references/audit-frameworks.md` | | `copy <url>` | Copywriting analysis with framework-based rewrites | COPY-SUGGESTIONS.md | `references/content-creation.md` | | `emails <topic/url>` | Email sequence generation (7 types) | EMAIL-SEQUENCES.md | `references/templates.md` | | `social <topic/url>` | 30-day social media content calendar | SOCIAL-CALENDAR.md | `references/content-creation.md` | | `ads <url>` | Ad campaign generation across platforms | AD-CAMPAIGNS.md | `references/benchmarks.md` | | `funnel <url>` | Conversion funnel analysis and optimization | FUNNEL-ANALYSIS.md | `references/audit-frameworks.md` | | `competitors <url>` | Competitive intelligence report | COMPETITOR-REPORT.md | `references/audit-frameworks.md` | | `landing <url>` | Landing page CRO analysis (7-point framework) | LANDING-CRO.md | `references/audit-frameworks.md` | | `launch <product>` | 8-week launch playbook | LAUNCH-PLAYBOOK.md | `references/templates.md` | | `seo <url>` | Technical SEO audit | SEO-AUDIT.md | `references/audit-frameworks.md` | | `brand <url>` | Brand voice analysis and guidelines | BRAND-VOICE.md | `references/content-creation.md` | | `proposal <client>` | Client proposal with 3-tier pricing | CLIENT-PROPOSAL.md | `references/templates.md` | --- ## Command Routing ### audit — Full Marketing Audit The flagship command. Launches 5 parallel analysis tracks and produces a unified report. **Analysis Tracks:** 1. **Content & Messaging** -- Copy quality, value props, clarity, persuasion 2. **Conversion Optimization** -- CTAs, forms, friction, social proof, urgency 3. **SEO & Discoverability** -- On-page SEO, technical SEO, content structure 4. **Competitive Positioning** -- Differentiation, market awareness, alternatives pages 5. **Brand & Trust** -- Brand consistency, trust signals, social proof 6. **Growth & Strategy** -- Pricing, referral, retention, expansion opportunities **Weighted Scoring:** ``` Marketing Score = ( Content_Score * 0.25 + Conversion_Score * 0.20 + SEO_Score * 0.20 + Competitive_Score * 0.15 + Brand_Score * 0.10 + Growth_Score * 0.10 ) ``` See `references/audit-frameworks.md` for detailed scoring rubrics per category. ### copy — Copywriting Analysis Analyzes existing copy, scores it on 5 dimensions (Clarity, Persuasion, Specificity, Emotion, Action), and generates optimized alternatives using PAS, AIDA, Before-After-Bridge, and 4U frameworks. Produces 10+ headline alternatives, 5+ CTA alternatives, and at least 5 before/after rewrites. See `references/content-creation.md` for frameworks. ### emails — Email Sequence Generation Generates complete, ready-to-send email sequences. Selects from 7 sequence types based on context: | Sequence Type | Emails | Duration | Goal | |---|---|---|---| | Welcome | 5-7 | 14 days | Build trust, deliver value, introduce product | | Nurture | 6-8 | 12+ days | Educate, build authority, overcome objections | | Launch | 8-12 | 14 days | Build anticipation, drive purchases | | Re-engagement | 3-4 | 10 days | Win back attention or clean list | | Onboarding | 5-7 | 10 days | Drive activation, reduce churn | | Cart Abandonment | 3-4 | 7 days | Recover lost sales | | Cold Outreach | 3-5 | 21 days | Book meetings, start conversations | See `references/templates.md` for full email templates and `references/benchmarks.md` for open/click rate benchmarks. ### social — Social Media Calendar Generates a complete 30-day content calendar with platform-specific posts, hooks, hashtags, and repurposing strategy. Content mix: 40% educational, 20% behind-the-scenes, 15% social proof, 15% engagement, 10% promotional. See `references/content-creation.md` for hook formulas and platform specs. ### ads — Ad Campaign Generation Generates complete campaigns across Google, Meta, LinkedIn, and TikTok with full copy variations, audience targeting, budget recommendations, and creative specs. Includes 10 ad copy angles and 3-stage retargeting funnel (40/35/25 budget split). See `references/benchmarks.md` for ROAS and CPA benchmarks. ### funnel — Conversion Funnel Analysis Maps the complete conversion path, identifies drop-off points, quantifies friction, and recommends optimizations with revenue impact estimates using Revenue-Per-Visitor calculations. Covers 8 funnel types. See `references/audit-frameworks.md` for funnel benchmarks. ### competitors — Competitive Intelligence Identifies competitors across 3 tiers (direct, indirect, aspirational), analyzes messaging/pricing/features/SEO/social presence/reviews, produces SWOT analysis, and recommends steal-worthy tactics and alternative page strategy. See `references/audit-frameworks.md` for methodology. ### landing — Landing Page CRO 7-point CRO framework analysis: Hero Section (25%), Value Proposition (20%), Social Proof (15%), Features/Benefits (15%), Objection Handling (10%), Call-to-Action (10%), Footer (5%). Includes form audit, mobile audit, page speed impact, and A/B test hypotheses. See `references/audit-frameworks.md`. ### launch — Launch Playbook 8-week tactical plan: Weeks 1-2 Foundation, Weeks 3-4 Audience Building, Weeks 5-6 Pre-Launch Intensification, Week 7 Launch Week (day-by-day), Week 8 Post-Launch. Includes email sequences, social posts, partner coordination, and metrics dashboard. See `references/templates.md`. ### seo — SEO Audit Comprehensive on-page SEO checklist (title tags, meta descriptions, headings, images, internal links, URL structure), E-E-A-T content quality assessment, keyword analysis, technical SEO check (robots.txt, sitemap, canonicals, Core Web Vitals), content gap analysis, featured snippet opportunities, and schema markup audit. See `references/audit-frameworks.md`. ### brand — Brand Voice Analysis Maps brand voice along 4 dimensions (Formal/Casual, Serious/Playful, Technical/Simple, Reserved/Bold), identifies brand archetype (Authority, Innovator, Friend, Rebel, Guide), performs vocabulary analysis, consistency audit across channels, competitor voice comparison, and generates Do's/Don'ts guidelines with copy samples. See `references/content-creation.md`. ### proposal — Client Proposal Generation Generates a complete client-ready proposal with executive summary, situation analysis, strategy (3 phases), scope of work, timeline, 3-tier pricing (Good-Better-Best), ROI projection, team intro, case studies, next steps, and follow-up sequence. See `references/templates.md`. --- ## Scoring System All scored outputs use this grading scale: | Score Range | Grade | Meaning | |---|---|---| | 85-100 | A | Excellent -- minor optimizations only | | 70-84 | B | Good -- clear opportunities for improvement | | 55-69 | C | Average -- significant gaps to address | | 40-54 | D | Below average -- major overhaul needed | | 0-39 | F | Critical -- fundamental marketing issues | --- ## Output Standards All outputs must follow these rules: 1. **Actionable over theoretical** -- Every recommendation must be specific enough to implement 2. **Prioritized** -- Always rank by impact (High/Medium/Low) 3. **Revenue-focused** -- Connect every suggestion to business outcomes 4. **Example-driven** -- Include before/after copy examples, not just advice 5. **Client-ready** -- Reports should be presentable to clients without editing --- ## Cross-Skill Integration Commands build on each other: - `audit` produces comprehensive analysis that informs all other commands - `proposal` references audit results if available for data-backed proposals - `copy` benefits from `brand` voice guidelines if run first - `emails` uses insights from `funnel` analysis if available - `ads` uses `competitors` intelligence for competitive ad angles - `social` aligns with `emails` for multi-channel consistency - `landing` incorporates `audit` findings for deeper CRO analysis --- ## File References Detailed frameworks, formulas, benchmarks, and templates are in the `references/` directory: - `references/audit-frameworks.md` -- Scoring rubrics, weighted formulas, audit methodologies - `references/content-creation.md` -- Copywriting frameworks, social media specs, brand archetypes - `references/benchmarks.md` -- Industry benchmarks, ROAS, CPA, conversion rates - `references/templates.md` -- Email sequences, proposal template, launch checklist, content calendar

path: references/audit-frameworks.md
content: # Audit Frameworks & Scoring Rubrics

Consolidated scoring rubrics, weighted formulas, and audit methodologies for all marketing analysis commands.

---

## 1. Full Marketing Audit Scoring

### Composite Marketing Score (0-100)

```
Marketing Score = (
    Content_Score      * 0.25 +
    Conversion_Score   * 0.20 +
    SEO_Score          * 0.20 +
    Competitive_Score  * 0.15 +
    Brand_Score        * 0.10 +
    Growth_Score       * 0.10
)
```

### Category 1: Content & Messaging (25% weight)

Score each dimension 0-10, average them for the category score, then multiply by 10 for 0-100 scale.

**Headline Clarity (0-10)**
- 9-10: Crystal clear + compelling. Passes 5-second test. Specific outcome stated.
- 7-8: Clear but generic. Visitor understands what you do but not why you're different.
- 5-6: Somewhat unclear. Requires reading subheadline or body to understand.
- 3-4: Confusing. Jargon-heavy or abstract.
- 0-2: No clear headline or completely vague.

**Value Proposition Strength (0-10)**
- 9-10: Unique + proven with numbers/outcomes/timeframes. Clearly answers "why you over alternatives?"
- 7-8: Clear but unproven. Good messaging without supporting evidence.
- 5-6: Generic. Could apply to any competitor.
- 3-4: Unclear. Visitor can't identify the unique value.
- 0-2: Missing entirely.

**Copy Persuasion (0-10)**
- 9-10: Highly persuasive + natural. Benefits over features, customer language, emotional triggers, logical proof, proactive objection handling.
- 7-8: Good but room to improve. Some feature-focused language remains.
- 5-6: Informational, not persuasive. Describes but doesn't sell.
- 3-4: Feature-focused. Lists capabilities without connecting to outcomes.
- 0-2: Poor or missing copy.

**Content Depth (0-10)**
- 9-10: Comprehensive + well-organized. Full coverage of product, use cases, educational content.
- 7-8: Good coverage with some gaps.
- 5-6: Surface-level. Basic product info without depth.
- 3-4: Thin content. Barely enough to inform decisions.
- 0-2: Minimal content.

**CTA Effectiveness (0-10)**
- 9-10: Compelling + well-placed. Value-driven text, multiple placement points, clear primary vs secondary.
- 7-8: Clear but generic ("Get Started" without value context).
- 5-6: Present but weak. Generic text, poor placement.
- 3-4: Confusing or buried below fold.
- 0-2: Missing or broken.

### Category 2: Conversion Optimization (20% weight)

**CTA Strategy (0-10)**
- Primary vs secondary CTA clarity
- Button text (value-driven vs generic "Submit")
- Placement and frequency across pages
- Visual hierarchy -- does the CTA stand out?
- Mobile CTA accessibility
- First-person language ("Start My Trial" > "Start Your Trial")

**Social Proof (0-10)**
- Customer testimonials with names, photos, companies, and specific results
- Client logos / "trusted by" section
- Case studies with specific numbers
- Metrics ("10,000+ users", "$2.4B processed")
- Third-party reviews (G2, Capterra, Trustpilot badges)
- Media mentions or awards
- Placement near decision points (close to CTAs)
- Specificity of numbers (use "11,847" not "10,000+")

**Friction Analysis (0-10, higher = less friction)**
- Steps to convert (fewer = better)
- Form field count (each additional field reduces conversion ~7%)
- Account creation requirements (allow guest/preview)
- Payment options (credit card + PayPal + Apple Pay)
- Page load speed
- Information architecture clarity
- Progress indicators on multi-step forms

**Trust Signals (0-10)**
- Security badges (SSL, payment security)
- Privacy policy and terms visibility
- Money-back guarantee or free trial
- Contact information accessibility
- Professional design quality
- Specific trust signals near conversion points

**Urgency & Scarcity (0-10)**
- Appropriate (not manipulative) urgency
- Limited-time offers or promotions
- Social proof urgency ("X people viewing")
- Waitlist or capacity messaging
- Seasonal or event-based urgency

### Category 3: SEO & Discoverability (20% weight)

**Page Structure (0-10, 25% of SEO)**
- Title tag: exists, 50-60 chars, keyword near beginning, brand name, unique, compelling
- Meta description: exists, 150-160 chars, includes keyword and CTA, unique
- H1: exactly one per page, contains keyword, differs from title
- H2-H6: logical hierarchy, no skipping levels, descriptive, keywords in subheadings
- Image alt text: descriptive, includes keywords naturally, decorative images have empty alt=""
- URL structure: readable, keywords, under 75 chars, hyphens, lowercase, clean

**Crawlability & Indexability (0-10, 20% of SEO)**
- robots.txt accessible and properly configured
- XML sitemap exists with all important pages
- No accidental noindex tags
- Canonical tags present and correct
- No broken internal links

**Performance (0-10, 15% of SEO)**
- LCP under 2.5s (Good), 2.5-4.0s (Needs Work), over 4.0s (Poor)
- FID under 100ms (Good), 100-300ms (Needs Work), over 300ms (Poor)
- CLS under 0.1 (Good), 0.1-0.25 (Needs Work), over 0.25 (Poor)
- TTFB under 200ms (Good), 200-500ms (Needs Work), over 500ms (Poor)
- FCP under 1.8s (Good), 1.8-3.0s (Needs Work), over 3.0s (Poor)

**Content Architecture (0-10, 20% of SEO)**
- Navigation clear and logical
- Key pages within 2-3 clicks
- Internal linking with descriptive anchor text (3-10 per 1,000 words)
- Content freshness and depth
- Topic cluster structure (pillar + cluster content)

**Schema & Tracking (0-10, 20% of SEO)**
- Organization schema, Website schema, Product/Service schema
- FAQ schema, Review/Rating schema, BreadcrumbList schema
- Article schema on blog posts
- Google Analytics/GA4, Google Tag Manager
- Meta Pixel, LinkedIn Insight Tag
- Cookie consent mechanism

### Category 4: Competitive Positioning (15% weight)

**Positioning Clarity (0-10)** -- Can you distinguish them from competitors in 10 seconds?
**Pricing Competitiveness (0-10)** -- Transparent, competitive, matching buyer expectations?
**Feature Messaging (0-10)** -- Differentiating features prominently communicated?
**Market Awareness (0-10)** -- Comparison pages, alternatives pages, "why us" content?
**Content Authority (0-10)** -- Thought leadership depth: blog, guides, case studies, research?

### Category 5: Brand & Trust (10% weight)

**Brand Consistency (0-10)** -- Visual + messaging consistency across all pages.
**Trust Architecture (0-10)** -- About page quality, contact info, social proof placement, privacy/security.
**Authority Signals (0-10)** -- Thought leadership, media mentions, awards, community presence.

### Category 6: Growth & Strategy (10% weight)

**Pricing Strategy (0-10)** -- Transparent, free tier/trial, Good-Better-Best structure, value-aligned metric, expansion paths.
**Acquisition Channels (0-10)** -- Channel diversity: content, SEO, social, paid, referral, partnerships.
**Retention & Expansion (0-10)** -- Onboarding, community, upgrade paths, newsletter, help center.

---

## 2. Landing Page CRO 7-Point Framework

Weighted scoring for landing page conversion rate optimization.

| Section | Weight | Focus |
|---|---|---|
| Hero Section | 25% | First screen. 80% of conversion decisions begin here. |
| Value Proposition | 20% | WHY someone should convert. 4U test: Useful, Urgent, Unique, Ultra-specific. |
| Social Proof | 15% | Evidence others trust and benefit. |
| Features & Benefits | 15% | Feature-to-benefit translation. |
| Objection Handling | 10% | FAQ, risk reversals, guarantees. |
| Call-to-Action | 10% | CTA button copy, placement, design. |
| Footer & Secondary | 5% | Final CTA, contact info, trust badges repeated. |

### Hero Section Checklist
- [ ] Headline visible within 2 seconds of page load
- [ ] Headline communicates primary benefit (not feature), under 10 words
- [ ] Subheadline expands with specificity
- [ ] Primary CTA above the fold, contrasting color, action-oriented text
- [ ] Hero image/video supports message (not generic stock)
- [ ] Trust badges or social proof visible above fold
- [ ] Page loads under 3 seconds
- [ ] No navigation competing with CTA (for dedicated landing pages)

### Copy Scoring (5 dimensions, 1-10 each, average x10 for 0-100)
1. **Clarity** -- Can a visitor understand the offer in 5 seconds?
2. **Urgency** -- Is there a reason to act NOW?
3. **Specificity** -- Concrete numbers, timeframes, outcomes?
4. **Proof** -- Claims backed by evidence, data, testimonials?
5. **Action Orientation** -- Does copy drive toward a specific next step?

### Landing Page Conversion Benchmarks

| Page Type | Primary Goal | Good CR | Great CR |
|---|---|---|---|
| Lead Capture | Email/form submission | 5-10% | 15%+ |
| SaaS Signup | Free trial or freemium | 3-7% | 10%+ |
| E-commerce Product | Add to cart / Purchase | 2-4% | 5%+ |
| Webinar Registration | Register for event | 20-30% | 40%+ |
| App Download | Install app | 10-15% | 20%+ |
| Waitlist | Join waitlist | 15-25% | 35%+ |
| Consultation Booking | Schedule a call | 5-10% | 15%+ |
| Nonprofit Donation | Make a donation | 2-5% | 8%+ |

### Form Optimization Rules
- Every additional field reduces conversion ~7%
- Lead capture: 3-5 fields max
- Use inline/floating labels (not placeholder-only)
- Button text matches value proposition ("Get My Free Guide" > "Submit")
- Inline validation with specific error messages
- Break long forms into steps with progress indicator
- Mark optional fields, not required ones
- Enable browser auto-fill for standard fields

### Page Speed to Conversion Impact

| Load Time | Conversion Impact |
|---|---|
| 0-2 seconds | Baseline (optimal) |
| 2-3 seconds | -7% conversion rate |
| 3-5 seconds | -20% conversion rate |
| 5-8 seconds | -35% conversion rate |
| 8+ seconds | -50%+ conversion rate |

### A/B Test Hypothesis Format
"If we [CHANGE], then [METRIC] will [IMPROVE/INCREASE] because [REASON]."

---

## 3. Funnel Analysis Framework

### 8 Funnel Types

| Funnel Type | Business Model | Typical Steps | Key Metric |
|---|---|---|---|
| Lead Gen | Services, agencies, B2B | Landing -> Form -> Thank you -> Nurture -> Sales call | Lead-to-close rate |
| SaaS Trial | SaaS products | Homepage -> Pricing -> Signup -> Onboarding -> Upgrade | Trial-to-paid rate |
| SaaS Demo | Enterprise SaaS | Homepage -> Features -> Demo request -> Sales call -> Close | Demo-to-close rate |
| E-commerce | Online stores | Product page -> Cart -> Checkout -> Upsell -> Thank you | Cart-to-purchase rate |
| Webinar | Courses, coaches, SaaS | Opt-in -> Confirmation -> Reminder -> Live -> Offer -> Checkout | Webinar-to-sale rate |
| Application | Premium services | Info page -> Application -> Review -> Interview -> Accept | Application-to-accept rate |
| Community | Memberships | Landing -> Free trial/preview -> Engage -> Paid membership | Free-to-paid rate |
| Content | Media, publishers | Blog -> Email capture -> Nurture -> Premium -> Subscribe | Reader-to-subscriber rate |

### Page-by-Page Scoring (5 dimensions, 0-10 each)

| Dimension | What to Evaluate |
|---|---|
| Clarity | Is the purpose of this page immediately obvious? |
| Continuity | Does it logically continue from the previous step? |
| Motivation | Does it give enough reason to take the next action? |
| Friction | How easy is it to complete the desired action? (10 = frictionless) |
| Trust | Are there adequate trust signals for this stage? |

### Revenue-Per-Visitor Calculation

```
RPV = Monthly Revenue / Monthly Visitors

Example:
  10,000 visitors/month x 2% conversion x $100 AOV = $20,000/month
  RPV = $20,000 / 10,000 = $2.00 per visitor

  Improve conversion from 2% to 2.5%:
  10,000 x 2.5% x $100 = $25,000/month
  Revenue lift = $5,000/month = $60,000/year
```

### Revenue Impact Formula

```
Current Monthly Traffic x Conversion Rate Improvement x Average Deal Value
= Estimated Monthly Revenue Lift

Impact Levels:
  High Impact:   >$5,000/mo or >20% improvement (clear evidence from audit)
  Medium Impact: $1,000-$5,000/mo or 5-20% improvement (industry benchmarks)
  Low Impact:    <$1,000/mo or <5% improvement (incremental optimization)
```

### Funnel Conversion Benchmarks

| Funnel Type | Good | Great | Elite |
|---|---|---|---|
| Lead Gen (form) | 3-5% | 5-10% | 10-20% |
| SaaS Free Trial | 2-5% | 5-10% | 10-15% |
| Trial to Paid | 10-15% | 15-25% | 25-40% |
| E-commerce (browse to buy) | 1-3% | 3-5% | 5-8% |
| Cart to Purchase | 50-60% | 60-70% | 70-80% |
| Webinar Registration | 20-40% | 40-55% | 55-70% |
| Webinar Attendance | 30-40% | 40-55% | 55-65% |
| Webinar to Sale | 2-5% | 5-10% | 10-20% |
| Cold Email Reply | 3-5% | 5-10% | 10-20% |
| Demo to Close | 15-25% | 25-40% | 40-60% |

### Funnel Stage Key Metrics

```
Traffic Metrics:
  Monthly Visitors: [estimated or ask]
  Traffic Sources: organic %, paid %, referral %, direct %, social %

Conversion Metrics:
  Visitor -> Lead:         benchmark 2-5%
  Lead -> MQL:             benchmark 15-30%
  MQL -> Opportunity:      benchmark 30-50%
  Opportunity -> Customer: benchmark 20-40%
  Overall Visitor -> Customer: benchmark 0.5-3%

Revenue Metrics:
  Average Order Value (AOV)
  Customer Lifetime Value (LTV)
  Customer Acquisition Cost (CAC)
  LTV:CAC Ratio: target 3:1 or higher
  Revenue Per Visitor (RPV)
```

### Optimization Prioritization Matrix

| Priority | Impact | Effort | When to Implement |
|---|---|---|---|
| P1 (Do Now) | High (>10% lift) | Low (<1 day) | This week |
| P2 (Plan) | High (>10% lift) | Medium (1-5 days) | This month |
| P3 (Schedule) | Medium (5-10% lift) | Low (<1 day) | This month |
| P4 (Backlog) | Medium (5-10% lift) | High (5+ days) | This quarter |
| P5 (Nice to Have) | Low (<5% lift) | Any | When resources allow |

### Stage-Specific Expected Lifts

**Top of Funnel (Awareness -> Interest):**
- Headline A/B testing: 10-30% lift
- Social proof placement: 5-15% lift
- Page speed optimization: 5-20% lift
- Exit-intent popup with lead magnet: 2-5% of exiting visitors

**Middle of Funnel (Interest -> Consideration):**
- Case study and testimonial pages: 10-20% lift
- Feature comparison pages: 5-15% lift
- Interactive product demos: 15-30% lift
- Retargeting email sequences: 10-25% lift

**Bottom of Funnel (Consideration -> Purchase):**
- Pricing page redesign: 10-25% lift
- Checkout friction reduction: 5-15% lift
- Risk reversal (guarantees, trials): 10-20% lift
- Urgency and scarcity elements: 5-15% lift
- Cart abandonment recovery: 5-15% of abandoned carts

**Post-Purchase (Retention and Expansion):**
- Onboarding email sequence: 10-20% reduction in churn
- Upsell/cross-sell on thank-you page: 5-15% of AOV
- Referral program: 5-15% new customers
- NPS survey at 30 days: identifies at-risk customers

---

## 4. Competitor Analysis Methodology

### 3 Competitor Tiers

| Category | Definition | How to Find | Count |
|---|---|---|---|
| Direct Competitors | Same product, same audience, same market | Search product category keywords, check page 1 rankings | 3-5 |
| Indirect Competitors | Different product, same problem solved | Search for the problem being solved | 2-3 |
| Aspirational Competitors | Market leaders the brand aspires to become | Industry leaders, category creators | 1-2 |

### Discovery Methods
1. **Keyword-Based:** Search "[product category] software/service", "[brand] alternatives", "[brand] vs"
2. **Site-Based:** Check comparison pages, footer links, integrations pages, blog mentions
3. **Review Platform:** G2, Capterra, Trustpilot -- top-rated in same category
4. **Social/Community:** Reddit recommendations, Twitter conversations, LinkedIn follows

### SWOT Analysis Template

```
COMPETITOR: [Name]
URL: [url]

STRENGTHS:
  - [Specific strength with evidence]
  - [Specific strength with evidence]

WEAKNESSES:
  - [Specific weakness with evidence]
  - [Specific weakness with evidence]

OPPORTUNITIES (for the target to exploit):
  - [Based on competitor weakness]
  - [Based on market gap]

THREATS (competitor advantages to watch):
  - [Threat with potential impact]
  - [Threat with potential impact]
```

### Feature Comparison Matrix Format

| Feature Category | Feature | Target | Comp A | Comp B | Comp C |
|---|---|---|---|---|---|
| Core | [Feature 1] | Full | Full | Partial | No |
| Core | [Feature 2] | Full | Full | Full | Full |
| Advanced | [Feature 3] | No | Full | No | Full |
| Integration | [Feature 4] | Full | Full | No | Partial |

Use: **Full**, **Partial**, **No**, or **Beta** to categorize.

### Positioning Map Axes
- X-axis: Perceived simplicity <--> Perceived power
- Y-axis: Perceived affordability <--> Perceived premium

Adjust axes based on what matters most in the specific industry.

### Alternative Page Strategy Template

```
PAGE: [Target] vs [Competitor Name]
URL: /vs/[competitor-name]

Sections:
  1. Quick comparison table (features, pricing, ratings)
  2. Where [Target] wins (3-4 advantages with evidence)
  3. Where [Competitor] wins (honest, builds trust)
  4. Who [Target] is best for (ideal customer profile)
  5. Customer switching stories
  6. Migration guide or switching offer
  7. FAQ about switching
  8. CTA: "Try [Target] free"
```

---

## 5. SEO Audit Methodology

### On-Page SEO Checklist

**Title Tag:** Exists, 50-60 chars, primary keyword near beginning, brand name, unique, compelling click-worthy.

**Meta Description:** Exists, 150-160 chars, includes keyword naturally, has CTA, unique per page.

**Heading Hierarchy:** Exactly one H1 with keyword, logical H2->H3 nesting (no skipping), descriptive subheadings, secondary keywords in H2s/H3s.

**Image Optimization:** Descriptive alt text on all images, descriptive filenames (not IMG_001.jpg), WebP format preferred, compressed, lazy loading for below-fold, responsive srcset, decorative images with empty alt="".

**Internal Linking:** 3-10 links per 1,000 words, descriptive anchor text (not "click here"), deep links to specific pages, contextually relevant, no broken links.

**URL Structure:** Human-readable, contains keywords, under 75 chars, hyphens between words, all lowercase, clean (no unnecessary parameters), consistent trailing slashes.

### E-E-A-T Content Quality Assessment

| Dimension | Strong | Present | Weak | Missing |
|---|---|---|---|---|
| **Experience** | Personal anecdotes, case studies, screenshots, specific hands-on details | Some real-world examples | Generic examples only | No evidence of experience |
| **Expertise** | Author bio with credentials, deep content, accurate data, proper terminology | Basic expertise shown | Superficial coverage | No expertise signals |
| **Authoritativeness** | Real author bylines, about page, awards, backlinks from authorities, media mentions | Some authority signals | Minimal recognition | No authority signals |
| **Trustworthiness** | HTTPS, privacy policy, contact info, reviews, security badges, sourced claims | Basic trust elements | Missing key elements | Trust concerns |

### Core Web Vitals Revenue Impact

- Sites passing all Core Web Vitals: 24% fewer page abandonments
- 100ms decrease in LCP: 1.1% increase in conversion rates
- Reducing CLS by 0.1: 15% decrease in bounce rate
- Pages loading in 2s: 9% bounce rate vs 5s: 38% bounce rate

### Schema Markup Priority

| Schema Type | Applicable To | Priority |
|---|---|---|
| Organization | Homepage, About page | High |
| WebSite + SearchAction | Homepage | High |
| Product | Product pages | High |
| FAQ | FAQ sections | High |
| Article | Blog posts | Medium |
| BreadcrumbList | All pages with breadcrumbs | Medium |
| Review/AggregateRating | Reviews, testimonials | Medium |
| LocalBusiness | Local businesses | High (if local) |
| HowTo | Tutorial content | Low |
| Event | Event pages | Low (if applicable) |

### Content Gap Analysis Template

| Missing Topic | Search Volume | Competition | Content Type Needed | Priority |
|---|---|---|---|---|
| [Topic] | High/Med/Low | High/Med/Low | Blog/Guide/Tool/Page | 1-5 |

Scoring: High volume + Low competition + High business value = Highest priority

### Featured Snippet Optimization

- **Paragraph snippet:** Answer in 40-60 words. Question as H2/H3, concise answer immediately after.
- **List snippet:** Ordered/unordered lists with H2 containing target query.
- **Table snippet:** HTML tables with clear headers.
- **Video snippet:** Descriptive title and timestamps.

---

## 6. Brand Voice Scoring

### 4 Voice Dimensions (1-10 scale each)

**Dimension 1: Formal <--> Casual**

| Signal | Formal (1-3) | Casual (7-10) |
|---|---|---|
| Contractions | Avoids ("do not", "cannot") | Uses freely ("don't", "can't") |
| Sentence structure | Complex, longer | Short, punchy |
| Vocabulary | Professional, industry-standard | Conversational, everyday |
| Greetings | "Dear valued customer" | "Hey there!" |
| Pronouns | Third person ("the company") | First/second ("we", "you") |
| Humor | Rare or absent | Frequent, natural |
| Slang | Never | Occasionally or frequently |

**Dimension 2: Serious <--> Playful**

| Signal | Serious (1-3) | Playful (7-10) |
|---|---|---|
| Tone | Authoritative, measured | Light-hearted, fun |
| Metaphors | Rare, conservative | Creative, unexpected |
| Exclamation marks | Rare | Frequent |
| Emoji | Never | Sometimes or often |
| Wordplay/puns | Never | Enjoys them |
| Error messages | "An error has occurred" | "Oops! Something went sideways" |

**Dimension 3: Technical <--> Simple**

| Signal | Technical (1-3) | Simple (7-10) |
|---|---|---|
| Jargon | Uses freely | Avoids or explains |
| Acronyms | Uses without definition | Spells out on first use |
| Detail level | In-depth | High-level overviews |
| Audience assumption | Expert | General |
| Data/statistics | Frequent, detailed | Occasional, simplified |
| Examples | Complex, domain-specific | Simple, relatable analogies |

**Dimension 4: Reserved <--> Bold**

| Signal | Reserved (1-3) | Bold (7-10) |
|---|---|---|
| Claims | Hedged ("we believe", "may help") | Direct ("we guarantee", "the best") |
| Opinions | Neutral, balanced | Strong, opinionated |
| Competitive references | Avoids mentioning | Directly compares |
| Personality | Understated | Distinctive, memorable |
| Promises | Conservative | Ambitious |
| Controversy | Avoids | Embraces when aligned |

### Consistency Scoring (0-10)
Assess voice consistency across all channels: homepage, about page, blog, social media, email, product pages. Flag channels where voice noticeably diverges.


path: references/benchmarks.md
content: # Industry Benchmarks & Metrics

Consolidated industry benchmarks for email, ads, funnels, social media, landing pages, and launch budgets.

---

## 1. Email Open/Click/Conversion Rates by Vertical

| Industry | Avg Open Rate | Avg Click Rate | Avg Conversion Rate |
|---|---|---|---|
| SaaS/Software | 20-25% | 2-3% | 1-2% |
| E-commerce | 15-20% | 2-3% | 0.5-1.5% |
| Agency/Services | 18-22% | 2-4% | 1-3% |
| Education/Courses | 20-28% | 2-5% | 1-3% |
| Health/Fitness | 18-22% | 2-3% | 0.5-1.5% |
| Finance/Fintech | 20-25% | 2-4% | 1-2% |
| Media/Publishing | 20-25% | 3-5% | 0.5-1% |

### Welcome Series Benchmarks (runs higher than campaigns)
- Open rate target: 40-60%
- Click rate target: 8-15%
- Reply rate target: 3-5% (especially on engagement emails)
- Unsubscribe rate: < 0.5% per email

### Nurture Sequence Benchmarks
- Sequence completion rate: 60%+ should receive all emails
- Conversion rate: 2-8% of sequence recipients
- Best performing email: Usually the offer emails (near end of sequence)

### Launch Sequence Benchmarks

| Metric | Good | Great | Exceptional |
|---|---|---|---|
| Open rate (launch day) | 30% | 45% | 60%+ |
| Click rate (launch day) | 5% | 10% | 15%+ |
| Conversion rate (full sequence) | 2% | 5% | 10%+ |
| Revenue per subscriber | $1-3 | $3-8 | $8+ |

### Best Send Times
- B2B: Tuesday-Thursday, 9-11 AM recipient's local time
- B2C: Tuesday-Thursday, 10 AM or 7-9 PM recipient's local time
- E-commerce: Thursday-Sunday (promo), Tuesday-Wednesday (educational)
- Avoid: Monday mornings, Friday afternoons, weekends (except e-commerce)

---

## 2. ROAS Benchmarks by Industry

| Industry | Acceptable ROAS | Good ROAS | Excellent ROAS |
|---|---|---|---|
| E-commerce | 2:1 | 4:1 | 8:1+ |
| SaaS | 3:1 | 5:1 | 10:1+ |
| Lead Gen | 2:1 (by lead value) | 4:1 | 7:1+ |
| Courses | 3:1 | 6:1 | 10:1+ |
| Local Services | 2:1 | 3:1 | 5:1+ |

---

## 3. CPA Benchmarks by Platform

| Platform | B2B Lead | B2C Lead | E-commerce Purchase | SaaS Trial |
|---|---|---|---|---|
| Google Search | $30-80 | $10-30 | $15-40 | $20-60 |
| Meta (FB/IG) | $20-60 | $5-20 | $10-30 | $15-45 |
| LinkedIn | $50-150 | N/A | N/A | $40-100 |
| TikTok | $15-40 | $3-15 | $8-25 | $10-35 |

---

## 4. Funnel Conversion Benchmarks by Type

| Funnel Type | Good | Great | Elite |
|---|---|---|---|
| Lead Gen (form) | 3-5% | 5-10% | 10-20% |
| SaaS Free Trial | 2-5% | 5-10% | 10-15% |
| Trial to Paid | 10-15% | 15-25% | 25-40% |
| E-commerce (browse to buy) | 1-3% | 3-5% | 5-8% |
| Cart to Purchase | 50-60% | 60-70% | 70-80% |
| Webinar Registration | 20-40% | 40-55% | 55-70% |
| Webinar Attendance | 30-40% | 40-55% | 55-65% |
| Webinar to Sale | 2-5% | 5-10% | 10-20% |
| Cold Email Reply | 3-5% | 5-10% | 10-20% |
| Demo to Close | 15-25% | 25-40% | 40-60% |

### Key Funnel Metrics Benchmarks

```
Visitor -> Lead:         2-5%
Lead -> MQL:             15-30%
MQL -> Opportunity:      30-50%
Opportunity -> Customer: 20-40%
Overall Visitor -> Customer: 0.5-3%

Bounce Rate:             30-60% (varies by page type)
Pages Per Session:       2-4
Average Session Duration: 2-3 minutes
LTV:CAC Ratio Target:    3:1 or higher
```

---

## 5. Page Speed to Conversion Impact

| Load Time | Conversion Impact |
|---|---|
| 0-2 seconds | Baseline (optimal) |
| 2-3 seconds | -7% conversion rate |
| 3-5 seconds | -20% conversion rate |
| 5-8 seconds | -35% conversion rate |
| 8+ seconds | -50%+ conversion rate |

### Core Web Vitals Benchmarks

| Metric | Good | Needs Work | Poor |
|---|---|---|---|
| Largest Contentful Paint (LCP) | Under 2.5s | 2.5-4.0s | Over 4.0s |
| First Input Delay (FID) | Under 100ms | 100-300ms | Over 300ms |
| Cumulative Layout Shift (CLS) | Under 0.1 | 0.1-0.25 | Over 0.25 |
| Time to First Byte (TTFB) | Under 200ms | 200-500ms | Over 500ms |
| First Contentful Paint (FCP) | Under 1.8s | 1.8-3.0s | Over 3.0s |

### Core Web Vitals Revenue Impact
- Sites passing all CWV: 24% fewer page abandonments
- 100ms decrease in LCP: 1.1% increase in conversion rates
- Reducing CLS by 0.1: 15% decrease in bounce rate
- Pages loading in 2s: 9% bounce rate vs 5s: 38% bounce rate

---

## 6. Social Media Engagement Benchmarks by Platform

| Platform | Good Engagement Rate | Great Engagement Rate | Optimal Post Time |
|---|---|---|---|
| LinkedIn | 2-4% | 5%+ | Tue-Thu 9-11 AM |
| Twitter/X | 0.5-1% | 2%+ | Tue-Thu 12-3 PM |
| Instagram (feed) | 1-3% | 5%+ | Tue-Fri 11 AM-1 PM |
| Instagram (Reels) | 3-5% | 8%+ | Same as feed |
| TikTok | 3-6% | 10%+ | Tue-Thu 7-9 PM |
| YouTube | 2-4% (like ratio) | 5%+ | Thu-Sat 2-4 PM |
| Facebook | 0.5-1% | 2%+ | Wed-Fri 1-4 PM |

### Posting Frequency Recommendations

| Platform | Minimum | Optimal | Maximum |
|---|---|---|---|
| LinkedIn | 3x/week | 5x/week | 1-2x/day |
| Twitter/X | 1x/day | 3-5x/day | 10x/day |
| Instagram (feed) | 3x/week | 5-7x/week | 2x/day |
| Instagram Stories | Daily | 3-7/day | 10/day |
| TikTok | 3x/week | 1-3x/day | 5x/day |
| YouTube | 1x/week | 2x/week | 3x/week |
| Facebook | 3x/week | 5x/week | 1x/day |

---

## 7. Landing Page Conversion Benchmarks

| Page Type | Primary Goal | Good CR | Great CR |
|---|---|---|---|
| Lead Capture | Email/form submission | 5-10% | 15%+ |
| SaaS Signup | Free trial or freemium | 3-7% | 10%+ |
| E-commerce Product | Add to cart / Purchase | 2-4% | 5%+ |
| Webinar Registration | Register for event | 20-30% | 40%+ |
| App Download | Install app | 10-15% | 20%+ |
| Waitlist | Join waitlist | 15-25% | 35%+ |
| Consultation Booking | Schedule a call | 5-10% | 15%+ |
| Nonprofit Donation | Make a donation | 2-5% | 8%+ |

### Form Optimization Impact
- Each additional form field: -7% conversion rate
- Lead capture optimal: 3-5 fields
- Checkout optimal: 5-8 fields
- Multi-step forms with progress indicator outperform single long forms
- Inline validation increases completion by 10-20%

---

## 8. Ad Platform Comparison Matrix

| Factor | Google Search | Meta (FB/IG) | LinkedIn | TikTok | Twitter/X |
|---|---|---|---|---|---|
| Best for | High-intent capture | Broad reach, visual | B2B targeting | Young audiences | Tech/media audiences |
| Avg CPC | $1-5 | $0.50-2 | $5-12 | $0.30-1 | $0.50-3 |
| Targeting | Keyword-based | Interest/behavior | Job title/company | Interest/behavior | Interest/keyword |
| Best ad format | RSA (text) | Video, Carousel | Single image, Document | In-feed video | Promoted tweet |
| Optimal video length | N/A | 15-30s | 30-60s | 9-15s | 6-15s |
| Min daily budget | $10-20 | $5-10 | $10-25 | $5-10 | $5-10 |
| Learning phase | 7-14 days | 3-7 days | 7-14 days | 3-7 days | 3-7 days |

### Budget Allocation by Business Type

| Business Type | Google | Meta | LinkedIn | TikTok | Other |
|---|---|---|---|---|---|
| SaaS (B2B) | 30% | 25% | 30% | 5% | 10% |
| SaaS (B2C) | 25% | 40% | 5% | 20% | 10% |
| E-commerce | 30% | 40% | 0% | 20% | 10% |
| Agency | 20% | 30% | 35% | 5% | 10% |
| Local Business | 50% | 35% | 0% | 5% | 10% |
| Creator/Course | 10% | 40% | 10% | 30% | 10% |

---

## 9. Retargeting Funnel Budget Splits

```
STAGE 1: AWARENESS (Cold Audience)        -- 40% of total ad spend
  Audience: Lookalikes, interest-based, broad
  Goal: Introduce brand and value proposition
  Ad Type: Educational content, how-to videos, thought leadership
  Metrics: CPM, reach, video view rate, landing page views

STAGE 2: CONSIDERATION (Warm Audience)    -- 35% of total ad spend
  Audience: Website visitors (7-30 days), video viewers (50%+),
            social engagers, email list
  Goal: Build trust and handle objections
  Ad Type: Case studies, testimonials, demos, comparison content
  Metrics: CPC, CTR, landing page conversion rate

STAGE 3: CONVERSION (Hot Audience)        -- 25% of total ad spend
  Audience: Cart abandoners, pricing page visitors, trial users,
            high-intent page visitors
  Goal: Drive the final conversion action
  Ad Type: Direct offer, urgency, guarantee, limited-time discount
  Metrics: CPA, ROAS, conversion rate
```

### Retargeting Window Recommendations
- Website visitors: 7-30 days (sweet spot: 14 days)
- Video viewers (50%+): 30-60 days
- Cart abandoners: 1-7 days (highest urgency)
- Pricing page visitors: 7-14 days
- Email subscribers: 30-90 days

---

## 10. Launch Budget Allocation Guide

| Budget Level | Allocation |
|---|---|
| **Bootstrapped ($0-500)** | 100% organic: content, communities, email list, personal outreach |
| **Moderate ($500-5,000)** | 40% paid ads, 30% influencer/partner, 20% tools/software, 10% design |
| **Well-Funded ($5,000-25,000)** | 35% paid ads, 25% influencer/partner, 20% PR/media, 10% events, 10% tools |
| **Enterprise ($25,000+)** | 30% paid ads, 20% events/webinars, 20% PR, 15% influencer, 10% content, 5% tools |

### Launch Type Timeline Guide

| Launch Type | Best For | Key Channel | Timeline |
|---|---|---|---|
| Product Hunt | SaaS, dev tools, consumer apps | Product Hunt + Twitter/X | 4-6 weeks prep |
| Email List | Course, info product, SaaS with list | Email | 6-8 weeks |
| Social Media | Consumer product, personal brand | Twitter/X, LinkedIn, Instagram | 4-6 weeks |
| Paid Ads | E-commerce, established product | Facebook/Google Ads | 2-4 weeks prep |
| Community | Niche product, developer tools | Reddit, Discord, Slack | 6-8 weeks |
| Partner | B2B, enterprise, marketplace | Partner channels | 8-12 weeks |
| Hybrid | Any high-stakes launch | Multi-channel coordinated | 8-12 weeks |

### Launch Metrics Dashboard

**Awareness Metrics:** Traffic (total + by source), social impressions, press mentions, email open rates.
**Engagement Metrics:** Time on site, pages/session, engagement rate, CTR, demo completion.
**Conversion Metrics:** Signup/purchase rate, revenue, AOV, CPA, email-to-conversion rate.
**Retention Metrics (Post-Launch):** Day 1/Day 7 retention, feature adoption, support tickets, NPS.

---

## 11. Revenue Impact Estimation Framework

```
Revenue Impact Formula:
  Current Monthly Traffic x Conversion Rate Improvement x Average Deal Value
  = Estimated Monthly Revenue Lift

Example:
  10,000 visitors x 0.5% conversion lift x $99 ARPU = $4,950/month

Impact Levels:
  High Impact:   >$5,000/mo or >20% improvement (clear evidence)
  Medium Impact: $1,000-$5,000/mo or 5-20% improvement (industry benchmarks)
  Low Impact:    <$1,000/mo or <5% improvement (incremental optimization)
```

### Revenue Per Visitor (RPV) Calculation

```
RPV = Monthly Revenue / Monthly Visitors

Improvement scenario:
  Current:  10,000 visitors x 2.0% CR x $100 AOV = $20,000/mo  (RPV = $2.00)
  Improved: 10,000 visitors x 2.5% CR x $100 AOV = $25,000/mo  (RPV = $2.50)
  Lift:     $5,000/month = $60,000/year
```

### ROI Projection Template for Proposals

```
Current State:
  Monthly website traffic: [X]
  Current conversion rate: [X%]
  Current leads/month: [X]
  Close rate: [X%]
  Average deal value: $[X]
  Current monthly revenue from marketing: $[X]

Projected State (6 months):
  Projected traffic increase: [X%] -> [new traffic]
  Projected conversion rate: [X%] -> [new leads/month]
  Projected leads increase: [X%]
  Projected revenue increase: $[X]/month
  6-month projected ROI: [X]x

Investment: $[total 6-month cost]
Projected Return: $[projected revenue increase]
ROI: [X]x return
```


path: references/content-creation.md
content: # Content Creation Knowledge Base

Consolidated copywriting frameworks, email sequences, social media specs, ad copy angles, brand archetypes, and content repurposing strategies.

---

## 1. Copywriting Frameworks

### PAS (Problem-Agitate-Solve)

```
Problem: [State the pain point]
Agitate: [Make the pain feel urgent]
Solve: [Present the product as the solution]

Headline: "Stop [pain]. Start [desired outcome] -- with [product]."
```

Best for: Direct response, landing pages, email marketing, ads.

### AIDA (Attention-Interest-Desire-Action)

```
Attention: [Surprising fact or bold claim]
Interest: [Why this matters to the reader]
Desire: [What life looks like after using this]
Action: [What to do next]

Headline: "[Bold claim] -- [specific outcome] in [timeframe]."
```

Best for: Sales pages, long-form copy, ad sequences.

### Before-After-Bridge

```
Before: [Current painful state]
After: [Desired future state]
Bridge: [The product connects the two]

Headline: "From [before state] to [after state] -- [product] makes it happen."
```

Best for: Case studies, testimonials, transformation-focused copy.

### 4U Framework (Headlines)

```
Useful: [What benefit does it provide?]
Ultra-specific: [Add numbers, timeframes, percentages]
Unique: [What angle hasn't been tried?]
Urgent: [Why act now?]

Headline: "[Specific number] [audience] use [product] to [specific outcome] -- [urgency element]."
```

Best for: Headlines, subject lines, ad hooks.

### Value Proposition Canvas

```
TARGET CUSTOMER: [Who specifically is this for?]
PROBLEM: [What painful problem do they have?]
SOLUTION: [How does this product solve it?]
UNIQUE MECHANISM: [What is the unique approach/technology/method?]
KEY BENEFIT: [What is the #1 outcome the customer gets?]
PROOF: [What evidence supports the claims?]
```

Flag any element that is missing or weak in the current copy.

---

## 2. Copy Scoring Rubric (5 Dimensions)

| Dimension | Score 0-10 | What It Measures |
|---|---|---|
| **Clarity** | 0-10 | Can a 12-year-old understand what you do? No jargon, no fluff. |
| **Persuasion** | 0-10 | Does the copy move the reader toward action? Handles objections? |
| **Specificity** | 0-10 | Concrete numbers, outcomes, timeframes vs vague claims? |
| **Emotion** | 0-10 | Connects with reader's pain, desires, identity, aspirations? |
| **Action** | 0-10 | CTAs clear, compelling, strategically placed? Low friction? |

**Total Copy Score:** Sum / 5 x 10 = 0-100 scale

---

## 3. CTA Psychology

### First-Person CTA Best Practices
- Use first person: "Start My Free Trial" not "Start Your Free Trial"
- Include the value: "Get My Report" not "Submit"
- Reduce risk: "Try Free for 14 Days" not "Buy Now"
- Be specific: "Download the 2026 Marketing Guide" not "Download"
- Add urgency when appropriate: "Claim My Spot (12 Left)" not "Register"

### CTA Strength Tiers
- **Weak:** "Submit", "Click Here", "Learn More"
- **Medium:** "Sign Up", "Get Started", "Download Now"
- **Strong:** "Start My Free Trial", "Get My Custom Report", "Claim Your Discount"

### CTA Placement Rules
- CTA above the fold (required)
- CTA after each major content section (recommended)
- Sticky/floating CTA on long pages (recommended for long-form)
- CTA repeated at the bottom (required)

### CTA Color Psychology
- **Green:** Growth, go, positive action (good for free trials)
- **Orange:** Urgency, enthusiasm, confidence (good for limited offers)
- **Blue:** Trust, security, calm (good for financial/enterprise)
- **Red:** Urgency, excitement, passion (use sparingly)
- Key rule: CTA color must contrast with page background and surrounding elements

---

## 4. Email Sequence Types with Timing/Cadence

### Cadence Table

| Sequence | Day 1 | Day 2 | Day 3 | Day 4 | Day 5 | Day 6 | Day 7+ |
|---|---|---|---|---|---|---|---|
| Welcome | Email 1 | Email 2 | -- | Email 3 | -- | Email 4 | Email 5 (Day 8) |
| Nurture | Email 1 | -- | Email 2 | -- | -- | Email 3 | Every 3-4 days |
| Launch | Announce | -- | Teaser | -- | Open Cart | Reminder | Close Cart |
| Re-engagement | Email 1 | -- | -- | -- | Email 2 | -- | Email 3 (Day 10) |
| Onboarding | Email 1 | Email 2 | -- | Email 3 | -- | Email 4 | Email 5 (Day 10) |
| Cart Abandon | 1hr | -- | 24hr | -- | 72hr | -- | -- |
| Cold Outreach | Email 1 | -- | -- | Email 2 | -- | -- | Email 3 (Day 10) |

### Best Send Times
- **B2B:** Tuesday-Thursday, 9-11 AM recipient's local time
- **B2C:** Tuesday-Thursday, 10 AM or 7-9 PM recipient's local time
- **E-commerce:** Thursday-Sunday for promotional, Tuesday-Wednesday for educational
- **Avoid:** Monday mornings, Friday afternoons, weekends (except e-commerce)

### Subject Line Formulas

| Formula | Example | Best For |
|---|---|---|
| Number + Benefit | "3 ways to double your conversion rate" | Educational content |
| Curiosity Gap | "The pricing mistake that cost me $50K" | Story-driven emails |
| Direct Benefit | "Your copy report is ready" | Delivery/welcome emails |
| Personalization | "[Name], your trial expires tomorrow" | Urgency/onboarding |
| Question | "Are you making this SEO mistake?" | Problem-awareness |
| How-To | "How to write landing pages that convert at 10%" | Educational content |
| Social Proof | "Why 5,000 marketers switched this month" | Nurture/launch |
| Urgency | "Last chance: 40% off ends at midnight" | Launch/cart abandon |
| Pattern Interrupt | "I was wrong about email marketing" | Re-engagement |
| Negative | "Stop wasting money on ads that don't work" | Problem-awareness |

### Subject Line Rules
- Under 50 characters for mobile (40 is ideal)
- Front-load the most important words
- Odd numbers outperform even numbers
- Avoid spam triggers: "free", "guarantee", "act now" in excess
- Personalize with first name in 20-30% of emails (not every one)
- One emoji can increase open rates 2-5%, overuse decreases them
- Always write preview text (preheader) -- it's as important as the subject

### Core Email Philosophy
**One Email, One Job:** Every email must have exactly ONE primary purpose, ONE main idea, ONE CTA, ONE desired action. Never combine multiple asks. This is the #1 cause of low click-through rates.

**Value Before Ask Ratio:** 3:1 value-to-ask for welcome and nurture sequences.

---

## 5. Social Media Content Strategy

### 5 Content Pillars with Mix Percentages

| Pillar | % | Purpose | Content Types |
|---|---|---|---|
| Educational | 40% | Establish authority, provide value | How-tos, tips, frameworks, mistakes to avoid |
| Behind-the-Scenes | 20% | Build trust, humanize brand | Process, team, culture, day-in-the-life |
| Social Proof | 15% | Build credibility, drive conversion | Testimonials, case studies, results, milestones |
| Engagement | 15% | Build community, boost algorithm | Questions, polls, debates, fill-in-the-blank |
| Promotional | 10% | Drive revenue, announce offers | Product launches, features, offers, CTAs |

### Platform-Specific Content Specs

**LinkedIn:**
- Text posts (40%), Carousel PDFs (25%), Image+caption (15%), Video under 3min (10%), Polls (5%), Articles (5%)
- Posting: 3-5x/week
- Audience: Decision makers, 25-54

**Twitter/X:**
- Text tweets (40%), Threads 3-10 tweets (25%), Image+caption (15%), Quote tweets (10%), Polls (5%), Video (5%)
- Posting: 1-3x/day
- Audience: Tech-savvy, 18-45

**Instagram:**
- Carousels (35%), Reels 15-60s (30%), Single image (15%), Stories daily (15%), Live (5%)
- Posting: 4-7x/week feed, daily Stories
- Audience: Visual buyers, 18-40

**TikTok:**
- Trending format adaptation (30%), Educational/how-to (30%), Behind-the-scenes (20%), Storytelling (15%), Duets/stitches (5%)
- Posting: 1-3x/day
- Audience: Gen Z, millennials, 16-35

**YouTube:**
- Tutorial/how-to 8-15min (35%), Listicle/compilation (20%), Shorts under 60s (20%), Review/comparison (15%), Interview (10%)
- Posting: 1-2x/week
- Audience: All ages, research-intent

**Facebook:**
- Community posts, Events, Groups
- Posting: 3-5x/week
- Audience: 30-65+, local audiences

### Platform-Specific Hook Formulas

**LinkedIn Hooks:**
```
"I [did/learned/lost/gained] [specific thing] and here's what happened:"
"Unpopular opinion: [contrarian take about the industry]"
"[Number] years in [industry]. Here's what nobody tells you:"
"Stop [common practice]. Start [better alternative]. Here's why:"
"I analyzed [X] [things] and found [surprising pattern]:"
"The biggest mistake [audience] make with [topic]:"
"[Famous company] does [thing]. Here's what we can learn:"
"3 things I'd do differently if I started [X] today:"
```

**Twitter/X Hooks:**
```
"Here's a thread on [topic] that nobody is talking about:"
"[Contrarian statement]. Let me explain."
"[Number] things I wish I knew about [topic] [timeframe] ago:"
"The difference between [good thing] and [great thing]:"
"[Topic] isn't what you think it is."
"Hot take: [bold claim]"
"I spent [time] studying [topic]. Here's what I found:"
"[Audience]: You need to stop [mistake]. Here's why."
```

**Instagram Hooks (Captions and Reels):**
```
"Save this for later" (educational carousel)
"I tested [X] for [time]. Results inside."
"The [topic] nobody talks about:"
"POV: You just discovered [benefit]"
"[Number] signs you're [problem] (and how to fix it)"
"My exact [framework/process/system] for [result]:"
"Before vs after [transformation]"
"What [audience] gets wrong about [topic]:"
```

**TikTok Hooks (First 3 Seconds):**
```
"Wait, you're still doing [old way]?"
"Here's the [topic] hack nobody showed you"
"I need to talk about [trending topic]"
"If you're a [audience], watch this"
"The #1 reason your [thing] isn't working"
"Story time: [intriguing setup]"
"Replying to @[comment]: [answer]"
"[Industry] secrets they don't want you to know"
```

### Engagement Tactics

**Questions (end 30% of posts):**
```
"What's your biggest challenge with [topic]? Drop it below."
"Agree or disagree? [Statement]"
"Which one are you? A) [option] B) [option] C) [option]"
```

**Polls (1-2x per week):**
```
"What matters most to you in [category]?"
"How often do you [behavior]?"
"Which would you choose: [A] or [B]?"
```

**Controversial/Debate (1-2x per week):**
```
"[Common advice] is terrible advice. Here's why..."
"[Industry practice] is dead. Change my mind."
"The industry won't tell you this, but [honest truth]."
```

**Storytelling (1-2x per week):**
```
"3 years ago, I [starting point]. Today, [result]. Here's the journey:"
"The worst [professional situation] I ever had taught me [lesson]."
"A client told me [surprising thing] -- it changed how I think about [topic]."
```

---

## 6. 1-to-10 Content Repurposing Framework

Take ONE long-form piece and turn it into 10+ social posts:

```
SOURCE: 1 Blog Post / Podcast Episode / YouTube Video / Newsletter

OUTPUT:
  1. LinkedIn text post -- Key insight from the piece
  2. Twitter thread -- 5-7 key takeaways
  3. Instagram carousel -- Main framework or steps visualized
  4. Instagram Reel -- 30-second summary of the key point
  5. TikTok -- Quick tip format of the #1 takeaway
  6. LinkedIn carousel -- PDF slideshow of the framework
  7. Twitter single tweet -- The most quotable line
  8. Instagram Story -- Behind-the-scenes of creating the content
  9. YouTube Short -- Condensed video version
  10. Facebook post -- Discussion question based on the topic
```

### Repurposing Schedule
- Day 1: Publish original content
- Day 1-2: Share key insight on LinkedIn and Twitter
- Day 3: Create Instagram carousel and Reel
- Day 5: Post TikTok and YouTube Short
- Day 7: Share a different angle or takeaway
- Day 10: Post engagement question related to the topic
- Day 14: Reshare with "In case you missed it" framing

---

## 7. Ad Copy Angles (10 Named Angles)

For each ad concept, generate variations across these 10 angles:

**Angle 1: PAIN POINT**
```
"Tired of [specific frustration]? [Product] eliminates [pain] so you can
 focus on [desired outcome]."
```

**Angle 2: SOCIAL PROOF**
```
"[Number] [audience] already use [product] to [benefit].
 See why [specific customer] calls it '[quote].'"
```

**Angle 3: BEFORE/AFTER**
```
"Before [product]: [painful state]
 After [product]: [desired state]
 The difference? [Unique mechanism]."
```

**Angle 4: OBJECTION HANDLING**
```
"Think [product type] is [common objection]? [Counter with evidence].
 Try it free for [trial period] -- no [risk]."
```

**Angle 5: URGENCY/SCARCITY**
```
"[Limited offer detail]. [Number] spots left this month.
 [Product] helps you [benefit] -- lock in [offer] before [deadline]."
```

**Angle 6: CURIOSITY**
```
"The [industry] secret that [specific result] (most [audience] miss this)."
```

**Angle 7: DIRECT BENEFIT**
```
"Get [specific outcome] in [timeframe] with [product].
 No [common objection]. Just [benefit]."
```

**Angle 8: COMPARISON**
```
"Still using [competitor/old way]? [Product] gives you [advantage]
 at [fraction/price benefit]."
```

**Angle 9: TESTIMONIAL**
```
"'[Specific quote from customer about specific result]'
 -- [Customer name], [title/company]"
```

**Angle 10: HOW-TO**
```
"How to [achieve desired outcome] in 3 steps:
 1. [Step using product]  2. [Step]  3. [Result]"
```

---

## 8. Hashtag Tiered Framework

| Tier | Post Volume Range | Count Per Post | Purpose |
|---|---|---|---|
| Niche | Under 100K posts | 3-5 | Highly targeted, easier to rank |
| Medium | 100K-1M posts | 3-5 | Moderate competition, relevant audience |
| Broad | 1M+ posts | 2-3 | Discovery potential, lower engagement rate |
| Branded | Custom | 1 | Brand recognition, UGC collection |

**Platform-Specific Hashtag Counts:**
- Instagram: 5-15 hashtags (in caption or first comment)
- LinkedIn: 3-5 hashtags (at bottom of post)
- Twitter/X: 1-2 hashtags (inline or at end)
- TikTok: 3-5 hashtags (in caption)

For each content pillar, research:
- 5 niche hashtags specific to the brand's sub-industry
- 5 medium hashtags for the broader industry
- 3 broad hashtags for general discovery
- 1 branded hashtag (e.g., #BrandNameTips)

---

## 9. Brand Archetypes

### The 5 Archetypes

**1. The Authority**
- Characteristics: Expert, trustworthy, data-driven, established
- Voice: Confident but not arrogant, educational, precise
- Industries: Finance, healthcare, B2B enterprise, legal, consulting
- Example brands: McKinsey, IBM, Mayo Clinic
- Key phrases: "Research shows...", "Our experts...", "Industry-leading..."

**2. The Innovator**
- Characteristics: Forward-thinking, disruptive, visionary, tech-savvy
- Voice: Exciting, future-focused, sometimes provocative
- Industries: Tech, SaaS, startups, renewable energy
- Example brands: Tesla, Stripe, Notion
- Key phrases: "Reimagine...", "The future of...", "We're building..."

**3. The Friend**
- Characteristics: Warm, approachable, helpful, relatable
- Voice: Conversational, empathetic, inclusive, encouraging
- Industries: Consumer products, education, community platforms
- Example brands: Mailchimp, Slack, Duolingo
- Key phrases: "We get it...", "You've got this...", "Here to help..."

**4. The Rebel**
- Characteristics: Bold, challenging conventions, irreverent, passionate
- Voice: Direct, opinionated, sometimes confrontational, memorable
- Industries: Lifestyle, fitness, creative industries, DTC
- Example brands: Nike, Oatly, Cards Against Humanity
- Key phrases: "Stop settling for...", "The truth is...", "We're done with..."

**5. The Guide**
- Characteristics: Wise, patient, methodical, trustworthy
- Voice: Clear, instructional, supportive, knowledgeable
- Industries: Education, professional development, tools, platforms
- Example brands: HubSpot, Khan Academy, Ahrefs
- Key phrases: "Here's how to...", "Step by step...", "The complete guide to..."

### Brand Messaging Hierarchy

**Level 1: Tagline** (under 10 words) -- Most compressed brand message.
**Level 2: Value Propositions** (1 sentence each) -- 3-5 core value props.
**Level 3: Elevator Pitch** (30 seconds / 75 words) -- Conversational explanation.
**Level 4: Boilerplate** (100-150 words) -- Standard "about us" paragraph.
**Level 5: Full Brand Story** (300-500 words) -- Complete narrative.

### Voice Chart Format

```
OUR VOICE IS:                    OUR VOICE IS NOT:
--------------------------------------------------
[Characteristic 1]              [Anti-characteristic 1]
e.g., "Confident"               e.g., "Arrogant"

[Characteristic 2]              [Anti-characteristic 2]
e.g., "Helpful"                 e.g., "Condescending"

[Characteristic 3]              [Anti-characteristic 3]
e.g., "Clear"                   e.g., "Dumbed down"

[Characteristic 4]              [Anti-characteristic 4]
e.g., "Bold"                    e.g., "Aggressive"
```

---

## 10. Evergreen Trending Formats

| Format | Platform | Description |
|---|---|---|
| Listicle Thread | Twitter, LinkedIn | "7 things I learned from [X]" |
| This vs That | All platforms | Side-by-side comparison |
| Day in the Life | TikTok, Instagram | Show daily routine |
| Tutorial Reel | Instagram, TikTok | Step-by-step how-to |
| Hot Take | Twitter, LinkedIn | Contrarian opinion + reasoning |
| Before/After | Instagram, TikTok | Transformation content |
| Myth vs Reality | All platforms | Debunk common misconceptions |
| Fill in the Blank | LinkedIn, Twitter | Community engagement |
| POV | TikTok, Instagram | Point-of-view storytelling |
| Reaction | TikTok | React to industry news or competitor content |

### Trend Adaptation Process
1. Identify the trend format (audio, visual style, caption structure)
2. Find the brand angle (connect to brand's pillars)
3. Adapt within 24-48 hours (speed matters)
4. Add brand-specific value (don't just copy -- add unique insight)
5. Tag appropriately (hashtags, sounds, formats)


path: references/templates.md
content: # Templates

Consolidated email sequences, proposal templates, content calendar, launch checklist, and reporting templates.

---

## 1. Welcome Email Sequence (5 Emails)

### Email 1: Welcome & Quick Win (Send: Immediately)

**Subject:** Welcome! Here's your first quick win
**Preview text:** You made a great decision. Let me show you why.

**Body Framework:**
1. Welcome + acknowledge their decision (1-2 sentences)
2. Set expectations -- what they'll get (bullet list, 3-4 items)
3. Deliver immediate value -- one actionable tip they can use right now
4. Single CTA: Complete your profile / Take the first step

**Principle:** Deliver value immediately. Don't just say "welcome" -- give them something useful.

---

### Email 2: The Problem We Solve (Send: Day 2)

**Subject:** The real reason [problem] happens
**Preview text:** It's not what you think...

**Body Framework:**
1. Describe the problem they're facing (empathy)
2. Explain why common solutions don't work (agitate)
3. Introduce your approach as the fix (solve)
4. Social proof: One quick result or testimonial
5. CTA: Try [specific feature] or Read [relevant content]

**Principle:** Show you understand their pain better than anyone else.

---

### Email 3: Social Proof & Results (Send: Day 4)

**Subject:** How [customer] got [specific result]
**Preview text:** And you can too -- here's exactly how.

**Body Framework:**
1. Quick case study: situation -> action -> result
2. What made the difference (1-2 key insights)
3. How they can get the same result
4. CTA: Start [specific action] now

**Principle:** Prove it works with real results. Numbers > claims.

---

### Email 4: Overcome the #1 Objection (Send: Day 6)

**Subject:** "I don't have time for [thing]" -- Sound familiar?
**Preview text:** Here's the 10-minute version that works.

**Body Framework:**
1. Acknowledge the most common objection
2. Reframe it -- show why it's easier than they think
3. Give a simplified version / quick-start approach
4. CTA: Try the 10-minute version

**Principle:** Address the biggest barrier head-on.

---

### Email 5: The Ask (Send: Day 8)

**Subject:** Quick question about your experience
**Preview text:** I'd love your honest feedback.

**Body Framework:**
1. Check in -- how's their experience so far?
2. Ask a specific question (reply-based engagement)
3. Offer help or resource based on where they are
4. Soft CTA: upgrade, book a call, or explore next steps

**Principle:** A reply is worth 10x a click. Create two-way conversation.

### Welcome Series Metrics
- Open rate target: 40-60%
- Click rate target: 8-15%
- Reply rate target: 3-5% (especially Email 5)
- Unsubscribe rate: < 0.5% per email

---

## 2. Nurture Email Sequence (6 Emails)

**Strategy:** Value -> Trust -> Offer (70/20/10 rule: 70% pure value, 20% soft positioning, 10% direct offer)

### Email 1: The Big Insight (Day 1)

**Subject:** The [industry] mistake that costs you [money/time]
**Preview text:** 90% of [audience] make this mistake. Here's the fix.

**Framework:**
1. Hook with surprising stat or counterintuitive insight
2. Explain the mistake most people make
3. Give the fix (actionable, not vague)
4. No selling -- pure value
5. PS: "More insights like this coming this week"

---

### Email 2: The Framework (Day 3)

**Subject:** My [number]-step framework for [desired result]
**Preview text:** I've used this with [X] clients. It works every time.

**Framework:**
1. Share a repeatable framework (3-5 steps)
2. Make it immediately implementable
3. Include one real example of it working
4. No selling -- establish expertise
5. CTA: "Try step 1 today and reply with your results"

---

### Email 3: The Story (Day 5)

**Subject:** How I went from [before state] to [after state]
**Preview text:** It wasn't what I expected...

**Framework:**
1. Personal or client story (beginning -> struggle -> breakthrough -> result)
2. The one thing that made the difference
3. Lesson the reader can apply
4. Subtle mention of product/service as part of the story
5. No hard sell -- let the story speak

---

### Email 4: The Objection Crusher (Day 8)

**Subject:** "But I've already tried [common solution]..."
**Preview text:** Here's why that didn't work -- and what will.

**Framework:**
1. Address the #1 reason leads don't buy
2. Explain why their past approach didn't work
3. Show your different approach
4. Social proof: quick testimonial or result
5. Soft CTA: "If this resonates, here's what I'd suggest"

---

### Email 5: The Value Stack (Day 10)

**Subject:** Everything you get when you [join/subscribe/buy]
**Preview text:** I laid it all out -- and it's more than you think.

**Framework:**
1. Recap all value provided in previous emails
2. Transition: "Imagine having this systematized"
3. Present product/service as the complete solution
4. Clear value stack (what they get + value of each component)
5. Direct CTA to buy/join

---

### Email 6: The Deadline / Last Chance (Day 12)

**Subject:** Last chance: [offer expires / spots filling up]
**Preview text:** After today, this goes away.

**Framework:**
1. Brief reminder of the offer
2. Quick recap of one powerful testimonial
3. Address one final objection
4. Clear urgency (real deadline, limited spots, price increase)
5. Strong CTA
6. PS: "If now isn't the right time, no worries. I'll keep sending you free value."

### Nurture Sequence Metrics
- Completion rate: 60%+ should receive all 6 emails
- Conversion rate: 2-8% of recipients
- Best performing: Usually Email 5 or 6

---

## 3. Launch Email Sequence (8 Emails)

### PRE-LAUNCH PHASE

**Email 1: The Teaser (Day -7)**
- Subject: Something big is coming...
- Preview: I've been working on this for months. You'll be the first to know.
- Build anticipation without revealing. Hint at problem solved. Make them feel like insiders.
- CTA: "Reply if you want early access"

**Email 2: The Problem (Day -5)**
- Subject: Why [common approach] is failing you
- Preview: There's a better way. I'll show you in 5 days.
- Deep dive into the problem. Show why current solutions fall short. Tease the answer.
- CTA: Save the date / Mark your calendar

**Email 3: The Sneak Peek (Day -2)**
- Subject: First look: [Product Name]
- Preview: Here's what it does and why it matters.
- Reveal product name and function. 2-3 key features with outcomes. Beta user results.
- CTA: "Join the waitlist for launch day access"

### LAUNCH PHASE

**Email 4: Launch Day! (Day 0 -- Morning)**
- Subject: It's live: [Product Name] is here
- Preview: The door is open. Here's everything you need to know.
- Announce launch. Clear value prop. Full feature breakdown. Launch pricing.
- CTA: Get [Product] Now
- PS: "Launch pricing ends [date]"

**Email 5: Social Proof (Day 1)**
- Subject: "[specific result quote]" -- [Customer Name]
- Preview: People are already seeing results. Here's proof.
- Lead with best testimonial. 2-3 more quick wins. Address "is this for me?" Reiterate offer.
- CTA: Join them

**Email 6: FAQ / Objection Handling (Day 3)**
- Subject: Your top 5 questions about [Product], answered
- Preview: I've been getting these questions all week. Here are honest answers.
- Answer top 5 real questions. Be honest. Include guarantee/risk reversal.
- CTA: "Still have questions? Reply to this email"

### CLOSING PHASE

**Email 7: The Deadline Warning (Day 5)**
- Subject: 48 hours left for [launch pricing / bonus / early access]
- Preview: After Friday, the price goes up. Just being transparent.
- Remind of deadline. Recap best customer result. Value stack. Address "I'll do it later."
- CTA: Get in before the deadline

**Email 8: Final Hours (Day 7)**
- Subject: Last call -- [offer] expires tonight
- Preview: This is genuinely the last email about this.
- Brief, respectful urgency. One-sentence value reminder. One-sentence result. Clear deadline.
- CTA: Final chance
- PS: "If this isn't for you right now, no hard feelings. Back with free content next week."

### Launch Metrics

| Metric | Good | Great | Exceptional |
|---|---|---|---|
| Open rate (launch day) | 30% | 45% | 60%+ |
| Click rate (launch day) | 5% | 10% | 15%+ |
| Conversion (full sequence) | 2% | 5% | 10%+ |
| Revenue per subscriber | $1-3 | $3-8 | $8+ |

---

## 4. Client Proposal Template (3-Tier Pricing)

### Cover Page
```
[Your Company Logo]
Marketing Strategy Proposal
Prepared for: [Client Name]
Prepared by: [Your Name / Agency]
Date: [Date]
Valid until: [Date + 30 days]
CONFIDENTIAL
```

### Executive Summary Template
```
[Client Name] is at an inflection point. With [current situation],
there's a significant opportunity to [desired outcome].

Based on our analysis of [what you reviewed], we've identified [X]
key areas where strategic improvements could drive [specific result].

This proposal outlines a [timeframe] engagement focused on [primary
service areas], designed to [primary outcome].

We recommend beginning with [first phase] to establish baselines
and quick wins, then scaling efforts based on performance data.
```

### 3-Tier Pricing Model

| Component | Growth | Accelerate | Dominate |
|---|---|---|---|
| Strategy & Planning | Quarterly review | Monthly strategy | Weekly strategy |
| Content Creation | 4 pieces/month | 8 pieces/month | 16 pieces/month |
| Social Media | 3 platforms | 5 platforms | All platforms |
| Paid Ads Management | Up to $5K spend | Up to $15K spend | Up to $50K spend |
| SEO | Basic on-page | Full SEO program | Full SEO + link building |
| Email Marketing | -- | Monthly newsletter | Full automation |
| Reporting | Monthly report | Bi-weekly report | Weekly dashboard |
| Meetings | Monthly call | Bi-weekly call | Weekly call |
| **Monthly Investment** | **$X,XXX** | **$X,XXX** | **$X,XXX** |

**Pricing Psychology:**
- Present three options; most clients choose middle tier
- Name tiers aspirationally (not Bronze/Silver/Gold)
- Anchor highest tier first to make middle feel reasonable
- Include "Most Popular" or "Recommended" badge on middle tier
- Show the math: "At [your LTV], you need [X] new customers/month for positive ROI"

### Pricing Models Reference

| Model | When to Use | Typical Range |
|---|---|---|
| Monthly Retainer | Ongoing services | $2,000-$25,000/month |
| Project-Based | Defined scope, one-time | $5,000-$100,000 per project |
| Performance-Based | Risk-sharing, high confidence | Base + % of revenue/leads |
| Hybrid | Complex engagements | Base retainer + performance bonus |
| Hourly | Consulting, advisory | $150-$500/hour |

### ROI Projection Table

| Metric | Current | Projected (90 days) | Value |
|---|---|---|---|
| Monthly website visitors | [X] | [Y] | -- |
| Conversion rate | [X%] | [Y%] | -- |
| Monthly leads | [X] | [Y] | -- |
| Customer acquisition cost | $[X] | $[Y] | $[savings] |
| Monthly revenue impact | -- | -- | $[estimate] |

**Projected ROI:** [X]x return within [timeframe]

### Follow-Up Sequence After Sending (5-Stage)

**Day 0 (Send Day):**
Send via email with brief cover note. Subject: "Your Marketing Growth Plan -- [Client Name]"

**Day 2:**
"I wanted to make sure you received the proposal. Happy to hop on a quick call to walk through it if that would be helpful."

**Day 5:**
Value-add follow-up: Share relevant article, case study, or insight. Softly reference the proposal.

**Day 7:**
Direct follow-up: "I'd love to hear your thoughts on the proposal. Do you have any questions? Available [specific times] this week."

**Day 14:**
Final follow-up: "I wanted to check in one more time. If timing isn't right, happy to reconnect when it makes sense."

**Day 21:**
Breakup email: "I haven't heard back, so I'll assume timing isn't right. I'll close this proposal on [expiration date]. If things change, my door is always open."

### Objection Handling Reference

| Objection | Response Framework |
|---|---|
| "Too expensive" | Reframe as investment, show ROI math, offer smaller scope, compare to cost of inaction |
| "We can do in-house" | Highlight opportunity cost, specialized expertise, speed, fully-loaded cost of in-house |
| "Tried this before" | Ask what didn't work, differentiate approach, offer pilot with clear success criteria |
| "Need to think about it" | Set specific follow-up date, offer to address concerns, provide references |
| "Can you guarantee results?" | Explain why guarantees are unrealistic, share historical results, offer performance component |
| "Talking to other agencies" | Welcome it, differentiate on methodology, offer trial, emphasize culture fit |
| "Timeline too long" | Explain why shortcuts fail, offer quick-wins phase, show phased approach |
| "Don't have budget now" | Offer smaller starting engagement, defer payment, show cost of waiting |

### Terms & Conditions Essentials
1. Payment Terms: Net 15 or Net 30
2. Contract Duration: Minimum commitment + auto-renewal terms
3. Cancellation: 30 days notice
4. Scope Changes: Process for changes and additional costs
5. IP Ownership: Who owns work product
6. Confidentiality: NDA terms
7. Liability Limitations
8. Reporting Cadence
9. Third-Party Costs: Client pays ad spend, software, stock images
10. Results Disclaimer: Marketing results not guaranteed

---

## 5. 30-Day Content Calendar Template

### Content Pillar Distribution

| Pillar | Frequency | Purpose |
|---|---|---|
| Educational (40%) | 12 posts/month | Build authority, attract audience |
| Engagement (20%) | 6 posts/month | Drive comments, build community |
| Behind-the-Scenes (15%) | 5 posts/month | Build trust, show authenticity |
| Social Proof (15%) | 5 posts/month | Build credibility, convert |
| Promotional (10%) | 3 posts/month | Drive sales, grow revenue |

### Weekly Structure

- **Monday:** Educational -- Start with value. Teach something implementable today.
- **Tuesday:** Engagement -- Question, hot take, or poll. Get people talking.
- **Wednesday:** Educational -- Framework, breakdown, or how-to.
- **Thursday:** Behind-the-Scenes / Social Proof -- Real work, wins, customer results.
- **Friday:** Educational / Engagement -- Something shareable: tip list, myth-busting, controversial take.
- **Weekend:** Optional lighter content: memes, personal story, reshare top post.

### 30-Day Calendar Grid

| Day | Weekday | Pillar | Format | Platform |
|---|---|---|---|---|
| 1 | Mon | Educational | How-to | LinkedIn, Twitter |
| 2 | Tue | Engagement | Question | Twitter, Instagram |
| 3 | Wed | Educational | Framework | LinkedIn, Twitter |
| 4 | Thu | Social Proof | Case study | LinkedIn, Instagram |
| 5 | Fri | Educational | Tips list | All platforms |
| 6 | Sat | -- | Rest or reshare | -- |
| 7 | Sun | -- | Rest or reshare | -- |
| 8 | Mon | Educational | Data breakdown | LinkedIn, Twitter |
| 9 | Tue | Engagement | Poll | Twitter, LinkedIn |
| 10 | Wed | Educational | Myth-busting | LinkedIn, Twitter |
| 11 | Thu | Behind-the-Scenes | Process reveal | Instagram, Twitter |
| 12 | Fri | Promotional | Product demo | All platforms |
| 13 | Sat | -- | Rest or reshare | -- |
| 14 | Sun | -- | Rest or reshare | -- |
| 15 | Mon | Educational | Industry insight | LinkedIn, Twitter |
| 16 | Tue | Engagement | Hot take | Twitter, LinkedIn |
| 17 | Wed | Educational | Tool stack | LinkedIn, Twitter |
| 18 | Thu | Social Proof | Testimonial | LinkedIn, Instagram |
| 19 | Fri | Behind-the-Scenes | Day in the life | Instagram, TikTok |
| 20 | Sat | -- | Rest or reshare | -- |
| 21 | Sun | -- | Rest or reshare | -- |
| 22 | Mon | Educational | Comparison | LinkedIn, Twitter |
| 23 | Tue | Engagement | Fill in the blank | Twitter, Instagram |
| 24 | Wed | Educational | Step-by-step | LinkedIn, Twitter |
| 25 | Thu | Social Proof | Results/metrics | LinkedIn, Instagram |
| 26 | Fri | Promotional | Special offer | All platforms |
| 27 | Sat | -- | Rest or reshare | -- |
| 28 | Sun | -- | Rest or reshare | -- |
| 29 | Mon | Educational | Lessons learned | LinkedIn, Twitter |
| 30 | Tue | Engagement | AMA / Q&A | Twitter, Instagram |

### Repurposing Workflow
1 long-form piece -> 10+ social posts:
1. Blog post or YouTube video (original)
2. Twitter thread with 5-7 key insights
3. LinkedIn article or long-form post
4. Instagram carousel (5-10 slides)
5. TikTok/Reel (60-90s summary)
6. 3-5 quote graphics from key lines
7. Poll or question based on one insight
8. Behind-the-scenes of creating it
9. Reshare 2-4 weeks later with new angle
10. Compile monthly into newsletter

---

## 6. 8-Week Launch Checklist

### Weeks 1-2: Foundation

**Strategy:**
- [ ] Define launch goals (revenue, users, awareness targets)
- [ ] Identify target audience segments
- [ ] Choose launch type (Product Hunt, email, social, paid, partner, community)
- [ ] Set launch date and time
- [ ] Define success metrics and tracking
- [ ] Write positioning statement: "For [TARGET] who [PROBLEM], [PRODUCT] is a [CATEGORY] that [KEY BENEFIT]. Unlike [ALTERNATIVE], we [DIFFERENTIATOR]."

**Product:**
- [ ] Product feature-complete for launch version
- [ ] Landing page built and optimized
- [ ] Pricing finalized
- [ ] Onboarding flow tested
- [ ] Help docs / FAQ written

**Infrastructure:**
- [ ] Analytics and tracking set up (UTM parameters, conversion goals)
- [ ] Launch-specific email list/segment created
- [ ] All email sequences drafted
- [ ] Design team briefed on visual assets
- [ ] 10-20 beta testers identified
- [ ] 20+ target communities researched

### Weeks 3-4: Audience Building

**Content:**
- [ ] 2-3 blog posts / threads published (problem-awareness content)
- [ ] Behind-the-scenes social content (building in public)
- [ ] Teaser content (sneak peeks, countdowns)
- [ ] Demo video recorded

**Outreach:**
- [ ] Engaging in target communities (value, not pitches)
- [ ] Beta testers onboarded with personal invitations
- [ ] Early feedback and testimonials collected
- [ ] Influencer/partner outreach started
- [ ] Referral mechanism for waitlist set up
- [ ] Press release or media pitch written (if applicable)

### Weeks 5-6: Pre-Launch Intensification

- [ ] Pre-launch email sequence sent to waitlist
- [ ] Social posting frequency increased to daily
- [ ] Case study / beta tester results published
- [ ] Pricing and offer structure finalized
- [ ] Launch-day content package complete (all posts, emails, graphics)
- [ ] Partners/affiliates briefed with swipe copy
- [ ] Live chat or support ready for launch day
- [ ] Purchase/signup flows tested end-to-end
- [ ] FAQ document prepared for support team
- [ ] Urgency mechanism created (early bird, limited spots, bonus expiration)
- [ ] Real-time metrics dashboard set up

### Week 7: LAUNCH WEEK

**Monday -- Soft Launch / VIP Access:**
- [ ] Early access email to VIPs, beta testers, top waitlist
- [ ] Social: "We're live for early supporters"
- [ ] Collect first-day feedback and testimonials
- [ ] Monitor for bugs

**Tuesday -- Public Announcement:**
- [ ] Main launch email to full list
- [ ] Launch blog post published
- [ ] All social channels: launch announcement
- [ ] Product Hunt submission (if applicable, 12:01 AM PT)
- [ ] Partner/affiliate promotions activated
- [ ] Paid ad campaigns started (if applicable)

**Wednesday -- Social Proof Push:**
- [ ] Share first customer testimonials
- [ ] Repost customer reactions
- [ ] "Look what people are saying" email
- [ ] Community posts (genuine value)
- [ ] Respond to every comment/mention/question

**Thursday -- Objection Handling:**
- [ ] FAQ / "everything you need to know" post
- [ ] Email addressing top 3 objections
- [ ] Live Q&A / AMA (Twitter Space, LinkedIn Live, webinar)
- [ ] Comparison content

**Friday -- Urgency and Scarcity:**
- [ ] "Early bird pricing ends soon" email
- [ ] Countdown content on social
- [ ] Final testimonials and case studies
- [ ] Activate scarcity mechanisms

**Weekend -- Wrap Up:**
- [ ] "Last chance" email for time-limited offers
- [ ] Compile launch week results
- [ ] Thank early customers publicly

### Week 8: Post-Launch

- [ ] Post-launch survey to new customers
- [ ] Launch metrics compiled and analyzed
- [ ] Launch retrospective written
- [ ] Transition to regular pricing
- [ ] Onboarding email sequence activated
- [ ] Next content calendar planned
- [ ] Follow up with media contacts and partners
- [ ] Top customers identified for case studies
- [ ] V2 features planned based on feedback
- [ ] Ongoing marketing engine set up (content, ads, email nurture)

### Key Launch Metrics

| Metric | How to Measure |
|---|---|
| Total signups/sales | Payment processor + analytics |
| Revenue | Stripe / payment dashboard |
| Conversion rate | Visitors -> signups |
| Email open rate | Email platform |
| Social impressions | Platform analytics |
| Product Hunt rank | PH dashboard |
| Customer feedback | Support inbox + social mentions |
| Referral signups | UTM tracking |

---

## 7. Marketing Report Structure

Standard structure for client-facing marketing reports:

```markdown
# Marketing Report: [Business Name]
**Period:** [Date Range]
**Prepared by:** [Name]

## Executive Summary
[3-5 sentences: Overall performance, key wins, key concerns, next steps]

## KPI Dashboard
| Metric | Previous Period | Current Period | Change | Target |
|---|---|---|---|---|
| [metric] | [value] | [value] | [+/- %] | [target] |

## Channel Performance
### Organic Search
### Paid Advertising
### Email Marketing
### Social Media

## Wins This Period
1. [Win with data]
2. [Win with data]

## Challenges & Learnings
1. [Challenge + what we learned]

## Recommendations for Next Period
1. [Prioritized recommendation]

## Budget Summary
| Channel | Spend | Results | CPA/ROAS |
|---|---|---|---|

## Next Steps
1. [Action item + owner + deadline]
```

---

## 8. Competitor Feature Matrix Template

| Feature Category | Feature | Our Product | Competitor A | Competitor B | Competitor C |
|---|---|---|---|---|---|
| Core | [Feature 1] | Full | Full | Partial | No |
| Core | [Feature 2] | Full | Full | Full | Full |
| Core | [Feature 3] | Partial | Full | No | Full |
| Advanced | [Feature 4] | No | Full | No | Full |
| Advanced | [Feature 5] | Full | No | Full | No |
| Integration | [Feature 6] | Full | Full | No | Partial |
| Support | [Feature 7] | Full | Partial | Full | Full |
| Pricing | Starting Price | $X/mo | $X/mo | $X/mo | $X/mo |
| Pricing | Free Tier | Yes/No | Yes/No | Yes/No | Yes/No |
| Pricing | Free Trial | X days | X days | X days | X days |

Use: **Full**, **Partial**, **No**, or **Beta**

---

## 9. A/B Test Hypothesis Format

**Template:**
"If we [CHANGE], then [METRIC] will [IMPROVE/INCREASE] because [REASON]."

**Testing Priority Order:**
1. Audience (who you target matters most)
2. Offer (free trial vs demo vs discount)
3. Creative concept (big idea and visual approach)
4. Headline (specific wording of hook)
5. Body copy (supporting text)
6. CTA (button text and color)

**Testing Rules:**
- One variable at a time
- Run for 3-5 days minimum or 1,000 impressions per variant
- Statistical significance threshold: 95%
- Kill underperformers at 2x the CPA target
- Scale winners by 20% budget increments (not 2x overnight)

**Email A/B Testing Hierarchy:**
1. Subject lines (biggest impact on open rate)
2. CTA and offer (biggest impact on click rate)
3. Send timing
4. Email length and format

---

## 10. Discovery Call Question Framework (for Proposals)

**Business Understanding:**
1. "Walk me through your business model. How do you make money?"
2. "Who is your ideal customer? Describe them in detail."
3. "What does your sales process look like from first touch to closed deal?"

**Current Marketing:**
4. "What marketing are you doing today, and what's working or not working?"
5. "What's your current monthly marketing spend, and what's the ROI?"
6. "What tools and platforms are you using?"

**Goals and Expectations:**
7. "If we're wildly successful, what does that look like in 6 months? 12 months?"
8. "What specific numbers are you trying to hit? (Revenue, leads, traffic)"
9. "What's the lifetime value of a customer for you?"

**Decision and Process:**
10. "Who else is involved in this decision, and what's your timeline?"

**Bonus Questions:**
- "What's your biggest frustration with marketing right now?"
- "Have you worked with agencies before? What went well or poorly?"
- "Is there anything that would make you say 'no' to working together?"

---

## 11. Email Compliance Reference

**CAN-SPAM (US):**
- Physical mailing address required in every email
- Clear unsubscribe link (must work within 10 business days)
- "From" name and email must be accurate
- Subject line must not be deceptive

**GDPR (EU):**
- Explicit opt-in consent required (no pre-checked boxes)
- Must document consent (when, how, what they agreed to)
- Right to be forgotten -- delete on request
- Data processing agreement needed with ESP

**CASL (Canada):**
- Express consent required for commercial messages
- Implied consent for existing business relationships (24 months)
- Sender identification required

Always recommend the user verify compliance with legal counsel.


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