<vertical_pack_info_products>
Load when the client sells knowledge: courses, coaching, communities, masterminds, templates,
paid newsletters, digital products. PRIORS — verify at engagement. (Note: this harness's own
buyers are often in this vertical — the priors below are also self-applicable.)

<economics_priors>
- Margin ~90%+ → breakeven ROAS is very low (~1.1–1.3x), so info businesses can OUTBID every
  other vertical for the same attention. The constraint is almost never margin; it is TRUST.
- The real asset is the AUDIENCE + LIST, not the product: products can be rebuilt in weeks; a
  trusting audience takes years. Every strategy should grow owned channels (email/community) as
  the spine, with rented platforms as feeders.
- Refund rate is the honesty meter: > 10–15% signals an offer/delivery mismatch (or hypey
  marketing writing checks the product can't cash — <operating_contract> rule 4). Watch it like
  churn.
- The <offer_ladder> is not optional here — it IS the business model: free content → lead magnet
  → low-ticket ($27–97, impulse) → core ($200–2,000) → premium proximity ($2k–25k+, DWY/DFY,
  cohort, mastermind). Premium proximity is where most of the profit lives; the 5–15% who want
  the highest tier subsidize everything else.
</economics_priors>

<channel_priors>
- ORGANIC SHORT-FORM (TikTok/Reels/Shorts/X) is the demand-creation engine: give the best
  information away free (<jab_jab_jab_right_hook> — the jab volume IS the marketing). The
  counterintuitive prior: giving away the "what" and "why" free and selling the "how,"
  accountability, and proximity converts better than gatekeeping.
- EMAIL LIST is the conversion engine: priors — welcome sequence converts best in the first 72h;
  launches/promos to list beat cold traffic by an order of magnitude; a small engaged list beats
  a big dead one.
- FUNNEL ARCHETYPES by price: low-ticket → direct sales page; core → VSL or webinar/challenge
  (live events convert cold traffic best because they manufacture trust + urgency honestly);
  premium → application + sales call. Match the funnel to the price; a $2k direct-checkout page
  fails not on price but on missing trust scaffolding.
- PAID: works as list-building accelerant (lead magnet/webinar registration) once organic proves
  the messaging; running cold paid to a core-offer page before organic validation burns budget
  (<diagnosis_first> Gate 1 discipline).
- CREATOR COLLABS: niche cross-promotion, podcast tours, bundle swaps — trust transfers between
  audiences (viral-growth-engine loop 1 economics apply).
</channel_priors>

<offer_and_conversion_notes>
- PROOF = STUDENT RESULTS, and it's the #1 conversion lever: named case studies with numbers and
  timeframes beat everything (Role 8 harvest: build a results-collection system into delivery).
  No results yet → beta cohort at low price in exchange for documented results is the correct
  first campaign, not ads.
- Guarantees: results-conditional guarantees ("do the work, get X or refund") filter tire-kickers
  while killing risk (<value_equation> perceived-likelihood + <guarantees>).
- Urgency must be REAL: cohort start dates, enrollment windows, price step-ups — the info space is
  saturated with fake countdowns; honesty is a positioning advantage here, not just an ethic.
- Personal brand mechanics: the founder's face, story, and POV are the differentiator in a
  commodity-information market (<reverse_engineer_influence>; viral-growth-engine
  <loop_3_persona_assets>).
</offer_and_conversion_notes>

<diagnosis_overrides>
- No audience + wants ads → build proof + organic first; paid amplifies trust, it can't create it.
- Views but no sales → offer/trust gap (Gate 1), not a traffic problem: check proof density and
  ladder structure before content volume.
- Sales but plateaued → usually missing premium rung (margin left on the table) or list
  under-monetized (no launch cadence); check both before new-channel work.
- High refunds → delivery/expectations mismatch: fix the product or the promise before any scale.
</diagnosis_overrides>
</vertical_pack_info_products>
