The key terms these docs use again and again, in alphabetical order. Each has a short meaning and the page that explains it more.
Brand profile
One file of data about one brand, with ten entries, two of them required. The content system needs it to run for you. See Brand profile.
Content system
How a brand makes content to sell its product, in three parts: the Know - Trust - Love funnel picks posts, Idea - Write - Edit publishes them, and the Truth vault keeps the facts for every post. See The content system.
Core message
The one sentence readers must remember after reading a post: which problem your customer is stuck in, what your solution is, and where it takes them. Each post carries only one core message. See Core message.
Edit step
The step that tightens the opening, cuts the rough draft and puts it in your customer’s words, until you and your customer both understand a lean post. See The Edit step.
Guiding questions
A set of questions written for your topic and post type, read aloud and answered while you record in the Idea step. They keep you on point and stop you from repeating yourself. See Record to questions.
Idea - Write - Edit process
Three steps to publish a post: lock the outline, write in one go, then only cut. Each step has its own stopping point. See The Idea - Write - Edit process.
Idea step
The step that goes from a one-line topic to a locked outline, the script of the post. It decides most of the post’s success. See The Idea step.
Know - Trust - Love content funnel
A way to join every post into one line: Know to Trust, Trust to Love, Love to the product. A post that is not on this line stays a draft. See The Know - Trust - Love content funnel.
Know post
The post readers meet first, made of a named problem and your point of view on it. You use it so readers find you. See KNOW stage.
Love post
The only post in the funnel, made of a full solution that leads to the product. It gets the biggest share of your effort, up to 80%, because it brings readers to the buying decision. See LOVE stage.
Outline
The script of the post and what the Idea step makes: the post title and the big ideas with titles, usually six to eight, picked by your core message. Once locked, it is not changed. See Outline.
Rough draft
What the Write step makes: everything you understand about each idea, not yet edited. It is the longest version of the post. See The Write step.
Sales page
The page that comes after the Love post. It is short, because readers who get here are ready to buy and only check again what they are buying. It has no Love layer, just the name, benefits, proof, the price and how to pay. See Build a short sales page.
Stopping point
The moment a step is done and what it made is put away. The next step starts only from there. See The Idea - Write - Edit process.
Talk to write
Recording instead of typing: you say your ideas out loud, then a recording app and AI write them down as text. It is not recording a podcast or a video. See The Write step.
Tighten
The job of the Edit step: cut repeats, extras and hard parts so the post is tight but complete. Only cut, never add words. See Edit the draft.
Trust post
The post that follows the Know post, made of small steps that let readers produce a result themselves. You use it to give readers a reason to trust you. See TRUST stage.
Truth vault
Public docs that hold what a brand has really done, in three parts: Source of evidence, Brand footprint and Entity docs. See Truth vault.
Write step
The step that pours everything you understand about each idea into a rough draft, by keyboard, voice or pen. See The Write step.