# Copy rules for factory-v1 (every ad, script, hook and drop page)

Source of truth for every claim: `~/AI/Claude/ai-acquisition/12-scaleos/OFFER_TRUTH.json` (v7.1). If a fact is not below or in that file, it does not go in copy. Proof lines only from `~/AI/Claude/brand-assets/proof-pack-2026-10-20/PROOF.md` and `~/AI/Claude/brand-assets/proof-library/PROOF-INDEX.md`.

## What we are selling (the funnel this factory fills)
Ad or drop page → **Group AI Growth Session** (live Zoom, meeting mode, cameras and mics off, links in chat) → Launchpad on stage.
- Session funnel URL (all ads land here unless the ad is for a drop): `https://100mfunnels.com/chat-funnel/e/` (Chloe, an AI assistant, asks a few questions and books the session).
- Drop pages (micromagnets) live on the preview at `https://ad-factory-v1.funneling.ai/get/<slug>/`. Their unlock page sends people to the session.

## Offer facts you may quote (verbatim values)
- **The gift:** 100 Verified ICP Leads. "100 verified leads that match your ideal client, delivered inside the session." First 10 at about minute 25, the other 90 at the end of the session (stay to the end). All 100 come with a CSV, no booking required.
- **Who gets the gift:** any business owner who attends live and completes the 2-minute audit. One gift per business. No revenue minimum for the gift.
- **Lead definition:** an ideal-client-matched business contact with a verified email address (phone and LinkedIn where available), not previously delivered to you, matching the ideal-client profile you stated in your audit (industry, role, geography, company size). So the gift fits B2B and service businesses that sell to other businesses. Never promise consumer leads.
- **The audit:** 2 minutes. "That audit is the brief our engine builds your leads from."
- **Session teach (ABCDE):** Aim · Buyer · Create · DMs · Engine. "Leads are the input; the engine turns a matched lead into a booked conversation without your hours." Spine modules: design an offer, get clarity on the ideal client, build the funnel, come up with a workshop idea, use AI to follow up, book appointments and build the deck that closes.
- **Length:** never state minutes in copy. The session runs about 90 minutes (0-55 teach, gift, pitch; then live Q&A; the last 90 leads at the end). "Stay to the end" is the line.
- **Event name in ads:** the chat funnel routes qualified owners to the "AI Growth Group Session" and everyone else to the "AI Workshop"; both hand over the 100 leads on Zoom. So ads say "a free live session on Zoom". Drop unlock pages (warm, opted-in) say "Group AI Growth Session".
- **Seats:** 5 per session: 2 Fast Track + 3 General. Never say "a seat opened".
- **Launchpad General:** $1,999 now and $1,999 after you have made 2x your investment, or 3 x $999. 1,000 verified ideal-client leads within 90 days. Week 1: onboarding and your Day-1 fast-cash strategy. 3-week delivery process to graduation (day ~21). AIOS (the fulfilment software) access.
- **Launchpad Fast Track:** $3,999, financing available. Everything in General + a call with Nik + first in the delivery queue + all earlier bonuses. 2,000 verified ideal-client leads within 90 days.
- **Refund:** 7-day refund if we fail to deliver. The 7 days start when you complete the onboarding checklist. No other refunds.
- **Financing:** Splitit / ClarityPay. Same price, split into instalments.
- **Community:** $29/month for session buyers.

## The three doors (internal labels for mapping hooks; not public product names)
1. **Fast Track** = Launchpad Fast Track ($3,999, 2,000 leads, call with Nik, first in queue).
2. **Done-With-You** = Launchpad General (we build it with you over the 3-week delivery, 1,000 leads in 90 days). Do NOT write "Done-With-You AI Acquisition" in public copy: that is a separate $9,800 product that is never advertised.
3. **DIY + audit** = take your free 100 leads + the 2-minute audit and run it yourself.

## Never
- Never use the "$100 if we fail" payout line, except in ads explicitly tagged `HOLD-payout` (the payout is `confirm:false` in OFFER_TRUTH and Nik held the gift-payout ad off on 2026-10-20).
- Never mention Diamond, Done-With-You AI Acquisition ($9,800), Done-For-You, Platinum or the 7-day DFY install ("7 working days or you don't pay" belongs to a different funnel).
- Never invent a number, result, testimonial, review, quote, date or client. Use `[FILL: ...]` for anything only Nik knows.
- Never guarantee income. Pay structure lines ("second $1,999 only after you make 2x") are fine; "you'll make 2x" is not.
- Never assert a personal attribute (Meta policy): no "Are you broke?", "other coaches like you", "you're struggling". Describe the business, not the person: "For coaches doing $10K+ a month" is fine.
- No client surnames anywhere (first names only). No full names of clients in filenames or alt text.
- Nik is "Nik" or "Nik Sai" (full: "Nikhil Sai"). Never "Nikhil" alone, never "Nick".
- Chloe and any AI agent is described as an AI assistant.

## Proof you may use (exact wording, each with "Individual result. Results vary." when a number appears)
- Travis (financial consulting): reached the $1M mark from one funnel.
- Tracy (real estate agent): about $1,200 spent on ads, 240-250 leads.
- Nav (creative agency): $120 in ads, a $12,500 deal within one week.
- Aaron (lending & capital): leads multiplied 10X.
- Ellis (real estate investor): sold multiple $15K masterminds.
- Johannes (coaching): clients and appointments every day.
- Our own program: $422 ad spend, $29.4K cash (tag: "Our own business. Not typical.").
- Nik: ClickFunnels Two Comma Club C, the $100M award (2023, with partners Law Payne and Dustin Boswell). Breakout speaker, HighLevel Summit 2024. Author of *Funneling Secrets*.
- "$500M+ generated for clients" only as "client-reported" with "Client results. Not typical." Prefer the award and named first-name results.
- Do NOT use: "youngest ever", "200+ millionaires", "10+ awards", "2,400+ booked calls", "$10M" (Tracy), "INC #2".

## Voice
Nik talks to one owner, like a Zoom call between two people. Short sentences, contractions, verbs first, grade 7, one idea per sentence. The customer's words, not marketer words: "leads", "calls", "clients", "referrals", "calendar", "ghosted", "no-shows", "I need to think about it". No hype words (game-changer, unlock, supercharge, skyrocket, revolutionary, effortless, seamless). No em dashes. Every piece of marketing copy gets a `humanizer` skill pass before it is saved as final; keep every fact.

## Research evidence you may cite (retrieval, not invention)
- Taki Moore micromagnet workshop splinters: `~/AI/Claude/HQ/lead-magnets/MICROMAGNET-IDEAS.md` ("I post and only my mum likes it").
- Our own sales-call notes summarised in `~/AI/Claude/sales/chat-funnel/marketing/01-angle-map.md` (research status section): "rely on sporadic referrals", a broker who "lost his realtor referrals after the move", agency owners blocked on volume.
- Session objection table: `~/AI/Claude/ai-acquisition/12-scaleos/session/RUN-SHEET.md` (search "Objection" / the Q&A table) and `~/AI/Claude/ai-acquisition/12-scaleos/copy/03-fit-check-call.md`.
- Fathom sales-call transcripts (read-only MCP) for verbatim objections. Use wording only; never quote a person by name in an ad.

## Angles already used elsewhere (do not repeat as the main angle)
Chat-funnel pack A1-A12 (the $100 bet, we do the work first, who would you call first, referral ceiling, leads before ad spend, why lists bounce, five engines, $100M award, meet Chloe, 7-day install, no time, bring your partner). DFY ads (7-day install, at capacity, what's the catch, burned by agencies). Retargeting statics I2 (tab left open, Chloe is waiting).