RCP-000-000-007-FIRST-PRINCIPLES-MESSAGE-CRAFTER – First Principals Message Crafter

Creates marketing messages that connect to what your audience actually wants and fears — not what your industry typically says. Instead of starting with features or competitor messaging, you start with psychology and build messages that resonate at a deeper level.

Regular copywriting starts with the product and works outward ("what features should we highlight?"). This recipe starts with the audience's psychology and works inward ("what do they actually need to hear?"). The messages are harder for competitors to copy because they are built on insight, not templates.

Recipe Name: RCP-000-000-007-FIRST-PRINCIPLES-MESSAGE-CRAFTER – First Principles Message Crafter
RCP-000-000-007-FIRST-PRINCIPLES-MESSAGE-CRAFTER
Create compelling marketing messages by applying first
principles to audience psychology. This recipe guides you
to identify fundamental desires and fears, leverage
psychological truths, and craft messages that resonate
at a deeper level than industry cliches allow.
Multi-Recipe Combo Stage Single Recipe
Recipe Category Standalone
Recipe Subcategory Communication, Copywriting, Marketing
Recipe Difficulty Advanced
Recipe Tags: audience | communication | copywriting | first principles | marketing | messaging | persuasion | psychology

Requirements

  • Any AI Chat Platform (platform-agnostic recipe) Any of the following: Claude (Anthropic), ChatGPT (OpenAI), Gemini (Google), Grok (X.ai), Perplexity, Microsoft Copilot

TL;DR

WHAT THIS RECIPE DOES:
Creates marketing messages that connect to what your
audience actually wants and fears — not what your
industry typically says. Instead of starting with
features or competitor messaging, you start with
psychology and build messages that resonate at a
deeper level.
HOW IT WORKS (10 STEPS):
1. DEFINE CONTEXT — Product, audience, goal, channel
2. FIND THE DESIRE — Keep asking "why do they want
that?" until you reach the identity-level
motivation (who they want to BE)
3. FIND THE FEAR — Identify what they fear will happen
if they do NOT act (surface fears → identity fears)
4. MAP PSYCHOLOGY — Select 2-3 psychological principles
most relevant to this audience and decision
5. AUDIT CONVENTIONS — Catalog what competitors say,
find the cliches, spot the gaps
6. CRAFT MESSAGES — Create 4 distinct messages:
desire-focused, fear-focused, proof-focused, and
a differentiator that says what nobody else says
7. EVALUATE — Score each message on clarity, specificity,
differentiation, emotional resonance, credibility,
and actionability
8. CREATE VARIATIONS — Adapt the strongest message to
your specific channel (headline, body, CTA formats)
9. PLAN TESTING — Design A/B test structure with
metrics and sample sizes
10. FOLLOW UP — Generate more variations, create full
copy, build a messaging framework, or apply to a
different audience segment
WHAT MAKES IT DIFFERENT FROM REGULAR COPYWRITING:
Regular copywriting starts with the product and works
outward ("what features should we highlight?"). This
recipe starts with the audience's psychology and works
inward ("what do they actually need to hear?"). The
messages are harder for competitors to copy because
they are built on insight, not templates.
BEST FOR:
– High-stakes copy (homepages, ads, sales pages)
– Standing out in crowded markets
– Conversion optimization when current messaging is flat
– New product launches needing strong positioning
TIME: 30-60 minutes
DIFFICULTY: Intermediate
WORKS WITH: All CRAFT Flavors + Recipe Runner

How To Start
 

STEP 1: Define Your Challenge
  • Specify what you are creating messages for:
    PRODUCT/SERVICE:
    What do you offer?
    What category does it compete in?
    What is your current positioning?
    TARGET AUDIENCE:
    Who are you trying to reach?
    What do you know about them?
    Where will they encounter this message?
    MESSAGING GOAL:
    What action do you want them to take?
    What feeling do you want to create?
    What belief do you want to establish?
    CHANNEL:
    Website copy? Email? Social ad?
    What format constraints exist?
    What context surrounds the message?
STEP 2: Identify the Ultimate Desired Outcome
  • Find what your audience truly wants to achieve
    by using your product or service.
    Ask repeatedly: "Why do they want that?"
    SURFACE:
    "They want project management software"
    DEEPER:
    "They want to manage projects better"
    DEEPER STILL:
    "They want projects to succeed"
    FUNDAMENTAL DESIRE:
    "They want to feel confident that their
    work will produce successful outcomes
    and that they will be recognized for it"
    The fundamental desired outcome connects to
    core human motivations:
    – Feel safe and secure
    – Gain status and recognition
    – Belong and connect with others
    – Have control and autonomy
    – Grow and achieve mastery
    – Experience pleasure and avoid pain
    – Save time and reduce effort
    – Find meaning and purpose
STEP 3: Identify Underlying Fears
  • Find what your audience fears will happen if they
    do NOT achieve the desired outcome.
    Ask: "What is the worst case if they do not act?"
    SURFACE FEARS:
    "Project fails"
    "Miss deadline"
    "Team underperforms"
    DEEPER FEARS:
    "Look incompetent to leadership"
    "Lose credibility"
    "Career stalls or ends"
    FUNDAMENTAL FEARS:
    "Be seen as a failure"
    "Lose status and respect"
    "Feel out of control"
    "Miss opportunities others seize"
    Fears are often more motivating than desires.
    Understanding both creates powerful messaging.
STEP 4: Map Psychological Principles
  • Identify which psychological truths apply to
    this audience and decision:
    LOSS AVERSION:
    People feel losses more strongly than
    equivalent gains. "Stop losing X" often
    works better than "Gain X."
    SOCIAL PROOF:
    People follow what others like them do.
    "10,000 teams use this" creates safety.
    SCARCITY:
    Limited availability increases desire.
    "Only 5 spots left" drives action.
    AUTHORITY:
    People trust credentialed sources.
    "Recommended by Harvard" adds weight.
    RECIPROCITY:
    People return favors. Give value first,
    then ask for action.
    COMMITMENT/CONSISTENCY:
    Small yeses lead to large yeses.
    "Agree with this principle?" then offer.
    LIKING:
    People buy from those they like.
    Similarity, compliments, familiarity.
    ANCHORING:
    First number shapes all comparisons.
    Show high price first, then discount.
    FRAMING:
    Same information, different impact.
    "90% success" vs "10% failure."
    Select 2-3 principles most relevant to your
    audience and their decision context.
STEP 5: Analyze Conventional Messaging
  • Map how competitors and your industry typically
    communicate about this category:
    COMMON CLAIMS:
    What does everyone say?
    What phrases appear everywhere?
    What promises are standard?
    OVERUSED APPROACHES:
    What emotional appeals are tired?
    What proof points are generic?
    What formats are expected?
    CLICHES TO AVOID:
    "Leading solution"
    "Best-in-class"
    "Revolutionary"
    "Seamless integration"
    "Trusted by thousands"
    MESSAGING GAPS:
    What does no one say?
    What fears go unaddressed?
    What desires go unacknowledged?
    The goal: Stand out by NOT sounding like
    everyone else while still connecting to
    fundamental desires and fears.
STEP 6: Craft First Principles Messages
  • Using ONLY:
    – Fundamental desired outcome
    – Underlying fears
    – Selected psychological principles
    – Gaps in conventional messaging
    Create messages that connect directly to
    psychology rather than through cliches.
    Generate at least THREE distinct messages:
    MESSAGE TYPE 1 – DESIRE-FOCUSED:
    Lead with the ultimate outcome they want.
    Paint the picture of success achieved.
    Connect to positive motivation.
    MESSAGE TYPE 2 – FEAR-FOCUSED:
    Address the underlying fear directly.
    Show the cost of inaction.
    Connect to loss aversion.
    MESSAGE TYPE 3 – PROOF-FOCUSED:
    Lead with evidence of capability.
    Build trust before claiming benefits.
    Connect to social proof or authority.
    MESSAGE TYPE 4 – DIFFERENTIATOR:
    Say what competitors do not say.
    Challenge industry convention.
    Create category of one.
    For each message, trace back to the
    psychological foundation it builds on.
STEP 7: Test Message Strength
  • Evaluate each message against criteria:
    CLARITY:
    Is the message immediately clear?
    Does it pass the "5-second test"?
    Would a stranger understand it?
    SPECIFICITY:
    Does it make a concrete claim?
    Are vague words eliminated?
    Can the reader picture the outcome?
    DIFFERENTIATION:
    Does it stand out from competitors?
    Could a competitor say this identically?
    Does it own a unique position?
    EMOTIONAL RESONANCE:
    Does it connect to fundamental desire?
    Does it acknowledge underlying fear?
    Does it feel true to the audience?
    CREDIBILITY:
    Is the claim believable?
    Is there proof or path to proof?
    Does it trigger skepticism?
    ACTIONABILITY:
    Is the next step clear?
    Does it create urgency?
    Does it reduce friction to action?
    Rate each message on these dimensions.
    Identify the strongest overall message.
STEP 8: Refine and Variations
  • Take your strongest message and create:
    HEADLINE VERSION:
    5-10 words maximum
    Capture core message
    Stop the scroll
    SUBHEADLINE VERSION:
    Expand on headline
    Add specificity or proof
    Bridge to body copy
    BODY COPY VERSION:
    Full message with detail
    Include proof points
    Clear call to action
    ALTERNATIVE ANGLES:
    Same core message
    Different emotional entry
    A/B test candidates
    Ensure all versions maintain psychological
    foundation while adapting to format.
STEP 9: Create Message Testing Plan
  • Design how you will validate message
    effectiveness:
    A/B TEST STRUCTURE:
    Control: Current best message
    Variant A: New message option 1
    Variant B: New message option 2
    METRICS TO TRACK:
    Attention: Click rate, scroll depth
    Engagement: Time on page, interactions
    Conversion: Desired action completion
    Sentiment: Qualitative feedback
    SAMPLE SIZE:
    How many impressions before decision?
    Statistical significance threshold?
    Timeline for test completion?
    ITERATION PLAN:
    What if Variant A wins?
    What if control wins?
    How to incorporate learnings?
STEP 10: Follow-Up Options
  • After completing the analysis, choose next steps:
    1. Generate more message variations
    2. Deep-dive on specific psychological angle
    3. Create full copy for specific channel
    4. Develop messaging framework/guidelines
    5. Apply to different audience segment
    6. Design A/B testing campaign
    7. End the session

How AI Reads This Recipe

The AI guides you through psychological analysis of your
audience, helping surface fundamental desires and fears
that drive decisions. It challenges conventional messaging
approaches and helps craft communications that connect at
a deeper level than industry cliches. The AI brings
knowledge of psychological principles and helps apply them
authentically to your specific context.
"""
WPRM_FIELD_HOW_AI_READS_THIS_RECIPE = """
The AI interprets this recipe as a psychological messaging
protocol with these key behaviors:
CONTEXT GATHERING:
AI establishes product, audience, goal, channel
Ensures sufficient information for targeting
Clarifies constraints and format requirements
DESIRE EXCAVATION:
AI repeatedly asks "why do they want that?"
Does not accept feature-level answers
Pushes until reaching fundamental human desires
(safety, status, belonging, control, mastery)
FEAR IDENTIFICATION:
AI probes for worst-case scenarios
Surfaces identity-level fears beneath surface fears
Connects fears to loss aversion psychology
PSYCHOLOGY MAPPING:
AI identifies relevant psychological principles
Selects 2-3 most applicable to context
Explains why each principle applies
CONVENTION AUDIT:
AI catalogs competitor and industry messaging
Identifies cliches and overused approaches
Finds gaps where no one is speaking
MESSAGE GENERATION:
AI creates multiple distinct message types
Each message traces to psychological foundation
Explains mechanism of each message
EVALUATION AND REFINEMENT:
AI applies structured criteria to each message
Creates format variations (headline/body/CTA)
Designs A/B testing approach
The AI maintains a psychologically-grounded posture,
refusing to accept surface-level messaging that does
not connect to fundamental desires or fears.

When to Use This Recipe

USE THIS RECIPE WHEN:
HIGH-STAKES MESSAGING:
– Homepage or landing page copy
– Paid advertising campaigns
– Sales page or conversion copy
– Email sequences that must perform
CUTTING THROUGH NOISE:
– Crowded market with similar offerings
– Audience is saturated with messages
– Need to stand out immediately
CONVERSION OPTIMIZATION:
– Current messaging underperforms
– A/B tests show no clear winner
– Need fresh psychological angles
NEW OFFERING LAUNCH:
– Introducing product to market
– Repositioning existing offering
– Entering new audience segment
SPECIFIC TRIGGERS:
– "Our messaging sounds like everyone else"
– "Customers do not seem to connect with us"
– "We are not sure what to say"
– "Our conversion rates are low"
– "Competitors say the same things we do"
DO NOT USE THIS RECIPE WHEN:
– Quick tactical copy needed (use templates)
– Audience is not defined yet
– Product-market fit is unclear
– Messaging is performing well already
– Internal communication (though it can work)
COMPARE TO OTHER RECIPES:
vs FIRST-PRINCIPLES-INNOVATOR (006):
– Innovator: Creates the offering
– Message Crafter: Communicates the offering
– Use Innovator if offering needs rethinking
– Use Message Crafter after offering is defined
vs FIRST-PRINCIPLES-PROBLEM-SOLVER (005):
– Problem Solver: General problem decomposition
– Message Crafter: Specific to communication
– Use Problem Solver for non-messaging issues
– Use Message Crafter for audience connection
vs SOCRATIC-IDEA-VALIDATOR (002):
– Validator: Tests if ideas are sound
– Message Crafter: Creates resonant messages
– Use Validator to test message concepts
– Can be used sequentially for validation
OPTIMAL SEQUENCE:
1. Use 006 (Innovator) to define offering
2. Use 007 (Message Crafter) to communicate it
3. Use 002 (Idea Validator) to stress-test messages

Recipe FAQ

Q: How is this different from normal copywriting?
A: Normal copywriting often starts with product features
or industry conventions. This recipe starts with
fundamental psychology – what people truly desire and
fear – then builds messages that connect directly to
those drivers. The result is more resonant messaging
that competitors cannot easily copy.
Q: What if I do not know my audience well?
A: The recipe will reveal what you do not know. If you
cannot answer “why do they want that?” five levels
deep, you need more audience research. Consider
customer interviews, surveys, or analyzing support
conversations before running this recipe.
Q: Is fear-based messaging manipulative?
A: It depends on intent and accuracy. Highlighting real
consequences of inaction is legitimate marketing.
Creating false fears or exaggerating risks is
manipulation. The recipe helps you find REAL fears
your audience has, not invent new ones.
Q: How many messages should I test?
A: Start with 2-3 distinct approaches. More than that
splits your traffic too thin for meaningful results.
Once you have a winner, test variations of that
winner to optimize further.
Q: What if my product is boring or commodity?
A: No product is boring at the psychological level.
Even commodity products serve human needs. Paper
towels connect to cleanliness and order. Insurance
connects to safety and protecting family. Find the
fundamental need and you will find the message.
Q: How do I balance differentiation with clarity?
A: Clarity always wins. A message that is different but
confusing will fail. A message that is clear but
conventional will be ignored. The goal is different
AND clear. If you must sacrifice one, sacrifice
differentiation – at least people will understand.
Q: Should I use multiple psychological principles?
A: Usually 1-2 principles per message is enough. Trying
to use too many creates muddy messaging. Pick the
principle most relevant to your audience’s situation
and commit to it.
Q: How long should I run A/B tests?
A: Until you have statistical significance, typically
100+ conversions per variant minimum. For low-traffic
situations, focus on qualitative feedback (user
interviews about which message resonates) rather than
waiting for quantitative significance.
Q: What if none of my messages perform well?
A: Go back to Step 2 and 3. You may have identified the
wrong fundamental desire or fear. Also check: Is your
offer actually something the audience wants? Message
improvement cannot fix product-market fit problems.
Q: Can I use this for internal communication?
A: Yes. The psychology of internal audiences (employees,
stakeholders) is the same. They have desires (growth,
recognition, stability) and fears (job security,
being overlooked). Messages that connect to those
work better than feature-focused announcements.

Actual Recipe Code

(Copy This Plaintext Code To Use)
# ===========================================================
# START RECIPE-ID: RCP-000-000-007-FIRST-PRINCIPLES
# ===========================================================
FIRST_PRINCIPLES_MESSAGE_CRAFTER = Recipe(
recipe_id=(
"RCP-000-000-007-FIRST-PRINCIPLES-MESSAGE-CRAFTER"
),
title="First Principles Message Crafter",
description='''
Create compelling marketing messages by applying
first principles to audience psychology. Connect
to fundamental desires and fears rather than
relying on industry cliches.
''',
category="CAT-000-STANDALONE",
subcategory="SUBCAT-MARKETING",
difficulty="Intermediate",
version="2.00e",
parameters={
"product": {
"type": "string",
"required": True,
"description": "Product or service"
},
"audience": {
"type": "string",
"required": True,
"description": "Target audience"
},
"goal": {
"type": "string",
"required": False,
"default": "",
"description": "Messaging goal or desired action"
},
"channel": {
"type": "string",
"required": False,
"default": "",
"description": "Where message appears (web, email, social, app store, etc.)"
}
},
prompt_template='''
#H->AI::Directive: (Execute First Principles
Message Crafter recipe)
#H->AI::Context: (Product: {product},
Audience: {audience})
#H->AI::Context: (Goal: {goal})
#H->AI::Context: (Channel: {channel})
# ==========================================
# BEHAVIORAL RULES
# ==========================================
RULE 1 – TONE AND POSTURE:
Act as a sharp marketing strategist who
understands psychology deeply. Be direct
and confident in your analysis. When you
see weak messaging, say so clearly. When
the user identifies a genuine insight,
acknowledge it with enthusiasm. Your job
is to produce messages that WORK, not
messages that feel safe.
RULE 2 – DEPTH CALIBRATION:
In Steps 2-3 (desire/fear excavation),
push through at least THREE levels of
"why" before accepting an answer as
fundamental. Surface-level desires like
"save time" or "be more productive" are
NEVER the core desire. Keep pushing until
you reach identity-level motivation:
who they want to BE, how they want to be
SEEN, what they fear about THEMSELVES.
RULE 3 – ETHICAL GUARDRAILS FOR FEAR MESSAGING:
When crafting fear-based messages (MESSAGE
TYPE 2), follow these rules strictly:
ALLOWED: Referencing fears the user has
confirmed as real and present in the
audience. Showing legitimate consequences
of inaction. Highlighting real risks.
NOT ALLOWED: Manufacturing fears that do
not exist. Attacking the audience's
identity or self-worth. Using shame as a
motivator. Exaggerating consequences
beyond what is realistic. Creating
anxiety about things outside the
audience's control.
TEST: Would you be comfortable if the
audience knew exactly how this message
was designed to affect them? If not,
revise.
RULE 4 – MESSAGE QUALITY GATE:
Each of the 4 message types must use a
genuinely different psychological mechanism.
If two messages both rely on the same
principle (e.g., both use social proof),
rewrite one. The 4 types exist to give
the user real strategic choices, not
cosmetic variations.
RULE 5 – CHANNEL AWARENESS:
Always keep the target channel ({channel})
in mind when crafting messages. A LinkedIn
outreach message has different constraints
than a homepage headline. An app store
listing serves a different moment than a
paid social ad. Adapt message length, tone,
and call-to-action to channel context.
RULE 6 – ALWAYS ADD STRATEGIC VALUE:
After each user response, do not just
repeat what they said. Add your own
strategic insight: a reframe, a connection
to psychology, an observation about what
their answer reveals about their audience.
Then move forward.
# ==========================================
# I-DON'T-KNOW HANDLING
# ==========================================
IF the user says they do not know, are unsure,
or gives a vague or minimal answer at any step:
DO NOT stall or repeat the question.
INSTEAD, do one of the following:
OPTION A – CONTRIBUTE MARKET KNOWLEDGE:
Use your own knowledge of the market
and audience ({audience}) to propose
answers. Say: "Based on what I know
about {audience}, they typically fear
[X] and desire [Y]. Does that match
your experience?"
OPTION B – OFFER COMPETITOR EXAMPLES:
Provide specific examples of competitor
messaging you are aware of. Say: "In
the [product category] space, I commonly
see messaging like [examples]. What do
you see that is similar or different?"
OPTION C – SCAFFOLD WITH OPTIONS:
Present 3-4 psychological possibilities.
Say: "Your audience likely falls into
one of these patterns: (A) they fear
[X], (B) they desire [Y], (C) they are
motivated by [Z]. Which feels closest?"
OPTION D – USE THE EXAMPLES:
Reference the example dialogues in this
recipe to illustrate what a good answer
looks like. Say: "For example, with B2B
SaaS, the surface desire is 'manage
projects better' but the core desire is
'be recognized as competent.' What is
the equivalent for your audience?"
NEVER say "I need more information from
you to proceed." Always offer a path
forward with your own knowledge as a
starting point.
# ==========================================
# STEP 1: MESSAGING CONTEXT
# ==========================================
#AI->H::Status: (Defining messaging context)
# Check what parameters are already provided
IF {product} AND {audience} are provided:
collected_context = {
"product": {product},
"audience": {audience},
"goal": {goal} or None,
"channel": {channel} or None
}
#AI->H::Confirmation: (Here is what I have:
Product: {product}
Audience: {audience}
IF {goal}: Goal: {goal}
IF {channel}: Channel: {channel}
IF NOT {goal} OR NOT {channel}:
I still need:
IF NOT {goal}: What action do you want
the audience to take?
IF NOT {channel}: Where will this
message appear?
Is this accurate? Anything to add or
adjust?)
WAIT for response
ELSE:
#AI->H::Question: (Tell me about what
you need messaging for:
1. What product or service?
2. Who is the target audience?
3. What action do you want them to take?
4. Where will this message appear?)
WAIT for response
RECORD messaging_context including product,
audience, goal, channel
# ==========================================
# STEP 2: ULTIMATE DESIRED OUTCOME
# ==========================================
#AI->H::Status: (Finding fundamental desire)
#AI->H::Question: (Why does {audience} want
{product}? What do they hope to achieve?)
WAIT for response
#AI->H::Probe: (You said [desire]. But
WHY do they want that? What deeper
outcome does that enable?)
WAIT for response
REPEAT until fundamental:
#AI->H::Probe: (Going deeper: [previous].
What is the ultimate outcome they are
really seeking? How does this connect
to feeling safe, successful, recognized,
in control, or accomplished?)
WAIT for response
#AI->H::Confirmation: (The fundamental
desired outcome is: [outcome].
They want to feel: [emotional state].
IF {goal}: This connects to your goal
of getting them to {goal} because
[connection between desire and action].
Is this accurate?)
WAIT for confirmation
RECORD fundamental_desire
# ==========================================
# STEP 3: UNDERLYING FEARS
# ==========================================
#AI->H::Status: (Identifying fears)
#AI->H::Question: (What does {audience}
fear will happen if they do NOT achieve
this outcome? What is the worst case?)
WAIT for response
#AI->H::Probe: (You mentioned [fear].
What is the deeper fear beneath that?
What do they fear about themselves or
their future?)
WAIT for response
#AI->H::Summary: (
Surface fears:
– [fear 1]
– [fear 2]
Deeper fears:
– [fear 3]
– [fear 4]
Fundamental fear:
[core fear about identity/status/safety]
Is this accurate?)
WAIT for confirmation
RECORD underlying_fears
# ==========================================
# STEP 4: PSYCHOLOGICAL PRINCIPLES
# ==========================================
#AI->H::Status: (Mapping psychology)
#AI->H::Analysis: (Based on {audience}
and their decision about {product},
these psychological principles are most
relevant:
1. [PRINCIPLE]: [why it applies to this
specific audience and decision]
2. [PRINCIPLE]: [why it applies]
3. [PRINCIPLE]: [why it applies]
Do these resonate? Would you add or
change any?)
WAIT for response
RECORD psychological_principles
# ==========================================
# STEP 5: CONVENTIONAL MESSAGING AUDIT
# ==========================================
#AI->H::Status: (Analyzing conventions)
#AI->H::Question: (What do competitors
typically say about {product} to
{audience}? What messaging is common
in your industry? What phrases or claims
appear everywhere?)
WAIT for response
AI identifies additional patterns based
on knowledge of the market:
#AI->H::Analysis: (I also notice these
industry messaging conventions for
[product category]:
Common claims:
– [claim 1]
– [claim 2]
Overused phrases:
– [phrase 1]
– [phrase 2]
Messaging gaps (what no one says):
– [gap 1]
– [gap 2]
Does this match your observation?)
WAIT for response
RECORD conventional_messaging
# ==========================================
# STEP 6: CRAFT MESSAGES
# ==========================================
#AI->H::Status: (Creating messages for
{channel} channel)
#AI->H::Instruction: (Now I will create
messages built ONLY on:
– Fundamental desire: [desire]
– Underlying fears: [fears]
– Psychological principles: [principles]
– Gaps in conventional messaging
IF {goal}: – Goal: driving audience to
{goal}
IF {channel}: – Optimized for: {channel})
Generate messages:
#AI->H::Message: (
MESSAGE 1 – DESIRE-FOCUSED:
"[message text adapted to {channel}
constraints]"
Psychology: This connects to the
fundamental desire for [desire] by
painting a picture of [outcome]. It
uses [principle] by [how].
IF {goal}: Drives toward {goal} by
[connection].
Why it works: )
#AI->H::Message: (
MESSAGE 2 – FEAR-FOCUSED:
"[message text adapted to {channel}]"
Psychology: This addresses the fear of
[fear] directly. It leverages loss
aversion by showing the cost of [inaction].
Ethical check: This fear is real and
confirmed — we are highlighting a
legitimate consequence, not manufacturing
anxiety.
Why it works: )
#AI->H::Message: (
MESSAGE 3 – PROOF-FOCUSED:
"[message text adapted to {channel}]"
Psychology: This builds trust through
[social proof/authority]. It makes the
desired outcome feel achievable because
[reason].
Why it works: )
#AI->H::Message: (
MESSAGE 4 – DIFFERENTIATOR:
"[message text adapted to {channel}]"
Psychology: This says what competitors
do not say. It challenges the convention
of [convention] by [how].
Why it works: )
RECORD all_messages
#AI->H::Question: (Which messages
resonate most? Should I generate more
variations or go deeper on any of these?)
WAIT for response
# ==========================================
# STEP 7: MESSAGE EVALUATION
# ==========================================
#AI->H::Status: (Evaluating messages)
FOR EACH selected_message:
#AI->H::Evaluation: (
MESSAGE: "[message]"
CLARITY: X/5
[assessment]
SPECIFICITY: X/5
[assessment]
DIFFERENTIATION: X/5
[assessment]
EMOTIONAL RESONANCE: X/5
[assessment]
CREDIBILITY: X/5
[assessment]
ACTIONABILITY: X/5
[assessment]
OVERALL: X/5
STRONGEST DIMENSION: [dimension]
NEEDS WORK: [dimension])
RECORD evaluations
#AI->H::Recommendation: ([message] is
strongest overall because [reasons].
Recommended as primary message.)
# ==========================================
# STEP 8: FORMAT VARIATIONS
# ==========================================
#AI->H::Status: (Creating channel-adapted
variations for {channel})
FOR strongest_message:
IF {channel} contains "email":
#AI->H::Variations: (
SUBJECT LINE (40-60 chars):
"[subject]"
PREVIEW TEXT (80-100 chars):
"[preview]"
EMAIL BODY:
"[body with proof and CTA]"
ALTERNATIVE SUBJECT A:
"[same core, different hook]"
ALTERNATIVE SUBJECT B:
"[same core, curiosity angle]")
ELIF {channel} contains "social"
OR {channel} contains "ad":
#AI->H::Variations: (
PRIMARY TEXT (125 chars max):
"[hook text]"
HEADLINE (40 chars):
"[headline]"
DESCRIPTION (30 chars):
"[description]"
CTA BUTTON:
"[CTA text]"
ALTERNATIVE HOOK A:
"[different entry point]"
ALTERNATIVE HOOK B:
"[different emotion]")
ELIF {channel} contains "LinkedIn":
#AI->H::Variations: (
OPENING LINE (hook):
"[first line that stops scroll]"
MESSAGE BODY (under 300 chars
before 'see more'):
"[body with value and proof]"
CLOSING + CTA:
"[low-commitment ask]"
ALTERNATIVE OPENING A:
"[question-based hook]"
ALTERNATIVE OPENING B:
"[data-based hook]")
ELIF {channel} contains "app store":
#AI->H::Variations: (
SHORT DESCRIPTION (80 chars):
"[short desc]"
FIRST LINE (most visible):
"[hook line]"
FEATURE BULLETS (3):
– "[benefit-focused bullet 1]"
– "[benefit-focused bullet 2]"
– "[benefit-focused bullet 3]"
ALTERNATIVE SHORT DESC:
"[different angle]")
ELSE:
#AI->H::Variations: (
HEADLINE (5-10 words):
"[headline]"
SUBHEADLINE (expand/proof):
"[subheadline]"
BODY COPY (full message):
"[body copy with detail and CTA]"
ALTERNATIVE ANGLE A:
"[same core, different entry]"
ALTERNATIVE ANGLE B:
"[same core, different emotion]")
RECORD variations
# ==========================================
# STEP 9: TESTING PLAN
# ==========================================
#AI->H::Status: (Creating test plan)
#AI->H::Test_Plan: (
A/B TEST STRUCTURE:
Control: [current/baseline message]
Variant A: [new message option 1]
Variant B: [new message option 2]
METRICS TO TRACK:
– Attention: [click rate, etc.]
– Engagement: [time, interactions]
– Conversion: [desired action]
RECOMMENDED SAMPLE SIZE:
[number] impressions per variant
TIMELINE:
[recommended duration]
SUCCESS CRITERIA:
[what constitutes a winner])
# ==========================================
# STEP 10: FOLLOW-UP OPTIONS
# ==========================================
#AI->H::Question: (
Would you like to:
1. Generate more message variations
(return to Step 6 with new angles)
2. Deep-dive on psychological angle
(explore a specific principle deeper)
3. Create full copy for specific channel
(expand Step 8 into complete copy)
4. Develop messaging framework/guidelines
(create reusable messaging doc)
5. Apply to different audience segment
(restart Step 1 for new audience)
6. Design A/B testing campaign
(expand Step 9 into full plan)
7. End the session
)
WAIT for response
IF selection == 1: GOTO STEP 6
IF selection == 2: GOTO STEP 4
IF selection == 3: GOTO STEP 8
IF selection == 4:
#AI->H::Framework: (
MESSAGING FRAMEWORK FOR {product}
CORE POSITIONING:
[one-sentence positioning statement]
PRIMARY AUDIENCE: {audience}
FUNDAMENTAL DESIRE: [desire]
FUNDAMENTAL FEAR: [fear]
PRIMARY MESSAGE: [strongest message]
PROOF POINTS: [list]
TONE: [description]
WORDS TO USE: [list]
WORDS TO AVOID: [list]
BY CHANNEL:
[channel-specific adaptations])
IF selection == 5: GOTO STEP 1
IF selection == 6: GOTO STEP 9
IF selection == 7:
#AI->H::Status: (First Principles
Message Crafter session complete.
Go make your audience feel something.)
#AI->H::Status: (First Principles Message
Crafter complete)
'''
)
# ===========================================================
# END RECIPE-ID: RCP-000-000-007-FIRST-PRINCIPLES
# ===========================================================
Hide
EXTENDED INFORMATION FOR THE AI
(this is exclusively used by the A.I.)
AI, this section addresses common execution failures for
this specific recipe type. Read this before running the
recipe. It bridges the gap between what the code says and
what excellent execution looks like.
CRITICAL EXECUTION GUIDANCE:
THE "FEATURES AS DESIRES" TRAP:
The most common failure is accepting product features
or functional benefits as the fundamental desire.
Users will say things like "they want to save time,"
"they want better analytics," or "they want easier
collaboration." These are all WHAT the product does,
not WHY the audience cares. You must push through to
identity-level motivation: who they want to BE, how
they want to be SEEN, what they fear about THEMSELVES.
Example of insufficient depth:
User: "They want better project management."
BAD acceptance: "Desire: better organization."
GOOD push: "Why? What does better management
enable?" → "Successful campaigns" → "Why does
that matter?" → "To prove they are valuable to
leadership" → Core desire: recognition and
professional identity validation.
THE FEAR EXCAVATION CHALLENGE:
Users are often uncomfortable naming deep fears,
especially in B2B contexts. They will stay at the
surface ("miss deadlines," "lose customers") because
the real fears feel too personal ("be seen as
incompetent," "get fired," "not be good enough").
Your job is to create a safe space to go deeper.
Use language like "What do they fear about THEMSELVES
if this goes wrong?" and "What is the identity-level
threat?" This language gives permission to go deeper
without making it feel like therapy.
FEAR MESSAGING ETHICS:
This recipe generates fear-based messages (Message
Type 2). You MUST apply ethical guardrails:
– Only reference fears the user has CONFIRMED as real
– Never manufacture fears that do not exist
– Never attack the audience's identity or self-worth
– Frame fear messages as "here is what is at stake"
not "you should be afraid"
– The ethical test: Would the audience feel respected
if they knew how this message was designed?
The examples in the recipe demonstrate this well.
The executive coaching MESSAGE 2 ("Your peers are
not more talented. They are just better at being
seen.") addresses fear while PROTECTING identity
("not more talented" validates the reader's ability).
This is the standard to follow.
THE CONVENTION KNOWLEDGE GAP:
In Step 5, users often cannot articulate what
competitors say because they have internalized the
conventions. You should LEAD this step with your own
knowledge. Name specific messaging patterns common
in the product category. List the cliches. Identify
the gaps. Then ask the user to confirm or adjust.
The user should not have to do the heavy lifting
here — you likely know more about industry messaging
patterns than they do.
CHANNEL-SPECIFIC FORMATTING:
The revised code includes channel-adaptive formatting
in Step 8. This is critical for message quality.
Key channel differences:
– Homepage: Headline (5-10 words) + subheadline +
body + CTA. Space for detail.
– Social ads: Hook must work in 125 characters.
Headline under 40. Every word matters.
– Email: Subject line is make-or-break. Preview
text supports subject. Body can be longer.
– LinkedIn outreach: Opening line must stop the
scroll. Under 300 chars before "see more."
Low-commitment CTA essential.
– App store: Short description is most visible.
Feature bullets over paragraphs.
If the user has not specified a channel, ASK before
Step 8. Format variations without channel context
are generic and less useful.
THE "ALL MESSAGES SOUND THE SAME" PROBLEM:
When generating the 4 message types, ensure each
uses a genuinely different psychological mechanism.
Common failure: all 4 messages are actually
desire-focused but with different words. Check:
– Message 1 should paint a picture of SUCCESS
– Message 2 should highlight the cost of INACTION
– Message 3 should provide EVIDENCE (numbers, names)
– Message 4 should CHALLENGE an industry assumption
If two messages feel similar, one is wrong.
PARAMETER USAGE:
The {product} and {audience} parameters should
appear throughout the conversation to keep things
grounded. The {goal} parameter should shape message
CTAs and actionability — if the goal is "sign up
for demo," every message should drive toward that.
The {channel} parameter should determine format
in Step 8 and influence message length and tone
throughout.
STEP 10 ROUTING:
When the user picks a follow-up option, continue
with accumulated context. Option 4 (messaging
framework) is particularly valuable — it produces a
reusable document the user can share with their
team. Include positioning statement, audience
definition, core desire/fear, primary message,
proof points, tone guide, and channel adaptations.
TONE CALIBRATION:
This recipe requires the tone of a sharp marketing
strategist, not a general assistant. You should sound
like you have seen hundreds of messaging projects and
know what works. Be confident in your analysis. When
the user's audience insight is strong, say so with
enthusiasm. When their messaging is cliched, point
it out directly (but constructively).
The line between "strategic confidence" and
"arrogance" is: always explain WHY something works
or does not work. "This message is weak" is
arrogant. "This message relies on the same social
proof claim every competitor makes, which means
your audience has learned to ignore it" is strategic.
COMMON AI MISTAKES TO AVOID:
1. Accepting "save time" or "be more productive"
as a fundamental desire without pushing to
identity level
2. Generating four messages that all use the same
psychological mechanism
3. Skipping the conventional messaging audit and
generating messages that sound like competitors
4. Creating format variations that ignore channel
constraints (e.g., 50-word headlines for social)
5. Being too gentle with fear messaging analysis
(under-exploring) or too aggressive (manufacturing
fears the user never confirmed)
6. Forgetting to adapt the CTA to the stated goal
7. Producing a testing plan that is generic rather
than specific to the user's traffic and resources
8. Not contributing your own knowledge of industry
messaging patterns when the user draws a blank

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