ONE OF THE FORTY-TWO
The cards, as they actually read.
The whole card, exactly as the generator reads it: premise, directive, when it works, when it fails, and the fields it rewrites.
TENSION The Cost of Doing Nothing
The competitor is not the other brand. It is staying exactly as they are.
WHAT CHANGES WHEN YOU USE IT
Write the problem as a running cost the audience is already paying, in their own units of time, money, or effort. Name the unit. Do not mention the product until the cost has been stated.
WORKS WHEN
The audience does not think they have a problem, only a habit.
FAILS WHEN
The cost is small or hard to feel. Then it reads as nagging, and nagging makes the brand the irritant instead of the fix.
REWRITES
- Problem
- Fear hook
- Landing headline
- Reel hook
There are thirty-five more.
The full deck is 42 cards across 7 families. The seven above are whole cards, exactly as the generator reads them. The other thirty-five are in the product.
Rp99,000/month/An add-on to any paid plan