site-copy-headlines

# Site copy — headlines Need fillable `audience.md`. Empty `product:` → `first-interview.md`, not headlines. Template: `copy-project-life/references/page-brief.template.md` Tables: `awareness-levels.md`, `headline-types.md` Sources: Schwartz *Breakthrough Advertising*; Caples *Tested Advertising Methods*; Bly *The Copywriter’s Handbook*; Sugarman *Advertising Secrets of the Written Word*; Halbert *The Boron Letters*. ## MUST 1. Copy the page-brief template to `pages/<slug>.md` if missing. Add the row to `INDEX.md`. Skip if `status: locked`. 2. Set `awareness` 1–5 from the table. First screen matches that level. 3. Write 5–8 headlines. Score 4 U’s. Keep 2 with ≥3 axes ≥3. 4. Pick a Caples/Bly **type** (how-to, news, number, reason-why…). 5. Flow: Attention → Need → Satisfy → Prove → Ask. 6. First sentence short (Sugarman). Risk-reversal if the offer allows it. 7. Feature → benefit. Never lead with a spec. ## NEVER - Level-5 offer H1 on a level-2 reader - “We are passionate…” - CTA before proof on high-ticket - Clever with no benefit - Rewrite `locked`