pcp-engine

---
name: pcp-engine
description: (forwward) Creates high-conversion landing pages, emails, and social posts using the Dual-PCP (Perception-Context-Permission) framework that resonates rather than directs. Triggers on landing pages, conversion copy, email sequences, ICP targeting, copy audits, perception shifting, micro-compliance, or SEO persuasive writing.
---

# Dual-PCP Conversion Engine

## Core Philosophy

> "Language should be resonating, not directing."

Creates conversion copy by entering the reader's **current mental model**, reframing their perception, establishing new context, and granting permission to act. The reader's decision should feel **self-generated**, not pushed.

**Dual-PCP** blends two frameworks:
- **Behavioral PCP** (Internal): Perception → Context → Permission (psychological cascade)
- **Structural PCP** (External): Problem → Cause → Prescription (page architecture)

## When to Use

- Building a new landing page from scratch
- Auditing an existing landing page, email, or sales copy
- Writing email sequences that convert
- Creating social media copy that drives action
- Any persuasive content targeting a specific ICP

## When NOT to Use

- Pure informational content (documentation, FAQs)
- Technical writing without a conversion goal

## Operating Modes

### BUILD — Generate new conversion copy from inputs (ICP, offer, industry, keywords)
### AUDIT — Stress-test existing copy against PCP framework, return scored report with rewrites
### REFINE — Iterative PCP refinement loop (used after BUILD or AUDIT)

---

## Step 0: Clarifying Questions (Mandatory)

Before writing, extract these inputs. If missing, ask. Do not guess.

Ask in **batches of 3-5**, starting with most critical:

**Batch 1 (Identity):**
- Mode? (build/audit/refine)
- Who is the ICP? (role, pain, what they've tried)
- What's the offer?

**Batch 2 (Context):**
- Industry?
- Traffic source? (seo / paid / outbound / social / email)
- Market awareness stage? (unaware / problem-aware / solution-aware / product-aware)

**Batch 3 (Refinement):**
- Primary keyword? (SEO, landing pages only)
- Desired tone? (authoritative / conversational / technical / empathetic)
- How many variants? (default: 1)

If the user provides a URL or existing copy, switch to audit mode automatically.

---

## Phase 1: Behavioral PCP (Internal Modeling)

This phase happens BEFORE any copy is written. It produces the psychological blueprint.

### 1.1 Perception — Extract the Current Frame

Identify the ICP's "Broken Story" — what they tell themselves about why things aren't working.

| Element | Question | Example |
|---------|----------|---------|
| Current Belief | What do they think is wrong? | "We need more leads" |
| False Cause | What do they blame? | "Our marketing team isn't good enough" |
| Emotional State | What are they feeling? | Frustration, confusion, skepticism |
| Identity Hook | Who do they believe they are? | "We're a scrappy team doing everything right" |
| Internal Script | What autopilot narrative is running? | "If I just work harder, results will come" |

**Output — Perception Map:**
```yaml
perception_map:
  broken_story: ""
  false_cause: ""
  emotional_state: []
  identity_hook: ""
  internal_script: ""
  new_frame: ""  # The shifted perception we'll introduce
```

### 1.2 Perception Shift — Design the Reframe

**Rules:**
- ALWAYS acknowledge before reframing
- NEVER contradict directly
- Must feel like an observation about the world, NOT aimed at the reader

**Pattern:** `Acknowledge → Align → Slight Reframe → New Lens`

**Techniques:**

| Technique | When to Use | Pattern |
|-----------|-------------|---------|
| Negative Dissociation | Separate reader from failure | "It's not that you're doing X wrong... it's that Y changed" |
| Script Surfacing | Weaken autopilot resistance | "You've probably been told..." |
| Identity Alignment | Covert "I am" commitment | Describe admirable group + trait, reader self-assigns |
| Frame Setting | Define what this interaction means | "This isn't about selling... it's about showing you what changed" |

### 1.3 Context — Establish the "Why Now"

Introduce a systemic shift that makes inaction costly. Inject ONE context trigger:

| Trigger Type | Example |
|-------------|---------|
| Technology Shift | "AI-generated content flooded search in 2025" |
| Market Shift | "B2B buyers now complete 80% of research before talking to sales" |
| Regulatory Shift | "Privacy regulations killed third-party tracking" |
| Competitive Shift | "Your competitors adopted X six months ago" |
| Algorithm Shift | "Google's latest update penalizes thin content" |

**Output — Context Blueprint:**
```yaml
context_blueprint:
  trigger_event: ""
  why_now: ""
  consequence_of_inaction: ""
  novelty_factor: ""
```

### 1.4 Permission — Remove the Barrier

| Barrier | Fear | Permission Language |
|---------|------|-------------------|
| Failure anxiety | "What if it doesn't work?" | "You can test this without committing to anything" |
| Social judgment | "What will people think?" | "The smartest operators in your space are already doing this" |
| Sunk cost | "I've invested so much in the current way" | "What you built isn't wasted — it's the foundation" |
| Complexity | "This seems too hard" | "It's one change, not a complete overhaul" |
| Cost | "Can I afford this?" | "Compare it to what inaction is costing you monthly" |

**Output — Permission Map:**
```yaml
permission_map:
  primary_barrier: ""
  secondary_barriers: []
  permission_statements: []
  identity_permission: ""  # "You're the kind of person/team that..."
```

---

## Reference Files (Read as Needed)

After completing Phase 1, read the relevant reference file for your task:

**Building a landing page?** → Read [page-architecture.md](page-architecture.md) for Phase 2 (8-section page structure), then [seo-and-micro-compliance.md](seo-and-micro-compliance.md) for SEO overlay and micro-compliance chains.

**Writing emails, social posts, or ads?** → Read [content-types.md](content-types.md) for format-specific adaptations and advanced techniques (identity encoding, script surfacing, non-performative tone).

**Auditing existing copy or refining a draft?** → Read [refinement-and-audit.md](refinement-and-audit.md) for the 5-test audit framework and iterative refinement loop with scoring.

**All tasks** should run through the refinement loop before delivering final output.

---

## Quick Reference — PCP Cheat Sheet

```
BEHAVIORAL PCP (What to Say):
P = Perception  → What broken story are they telling themselves?
C = Context     → What systemic shift makes "why now" urgent?
P = Permission  → What fear/guilt prevents action?

STRUCTURAL PCP (Where to Say It):
P = Problem     → Hero section (resonance + micro-compliance)
C = Cause       → Context section (negative dissociation + novelty)
P = Prescription → Solution section (permission + low-friction CTA)

MICRO-COMPLIANCE CHAIN:
Agreement → Frustration → Identity → Curiosity → CTA

KEY RULES:
- Resonate before persuading
- Acknowledge before reframing
- Grant permission before asking
- 3+ "yes" moments before any CTA
- Sound like truth, not marketing
```

• SKILL.md 7 KB
• content-types.md 4 KB
• page-architecture.md 5 KB
• refinement-and-audit.md 4 KB
• seo-and-micro-compliance.md 3 KB