Catalog
The technique catalog
From the structure of the text to the intent behind the publication. Each entry details the mechanism, the examples and what to check.
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T-01StructureThe pattern-break hookA single shock sentence isolated above the fold.« Five years ago, I left everything behind. »→Does the useful information only arrive after the click?T-02StructureThe rhetorical questionA question asked to open, never to be discussed.« Why does nobody dare say this? »→Does the question actually expect an answer?T-03StructureThe withheld payoffThe substance saved for the end, to hold the reader.« The real reason? It's at the very bottom. »→Does the substance justify the wait?T-04FormatThe numbered listA format calibrated for reading time.« Here are the 3 lessons I wish I had known. »→Do the points hold up without the format?T-05FormatThe decorative bulletSymbols at the start of each line that simulate structure.« → Clarity → Impact → Results »→Are the symbols standing in for an argument?T-06FormatThe sliced carouselContent split into fragments to multiply interactions.« Slide 1/9: what nobody tells you. »→Does the slicing serve the reading or the reach?T-07ProofThe volume without resultsA client count presented as proof.« Today, I coach 200 entrepreneurs. »→Coached toward what, with what results?T-08ProofThe cropped screenshotA screen capture with no verifiable context.« Here is a screenshot of my dashboard. »→What period, what scope, what source?T-09ProofThe unsourced testimonialAn unattributed client quote.« A client told me: your audit changed everything. »→Which company, which role, and when?T-10ProofThe round numberA result too clean to have been measured.« +300% more leads in 3 months. »→Measured how, from what baseline?T-11CredibilityThe borrowed authorityA well-known brand cited without a working relationship.« What I learned inside a large corporation. »→What was the exact working relationship?T-12CredibilityThe calibrated confessionA failure measured out to make the success acceptable.« I lost 80% of my income in the first year. »→Does the confession always come right before the comeback?T-13CredibilityThe implied expertiseA skill suggested but never stated.« After 15 years in this business, I can say it. »→Fifteen years doing what, exactly?T-14CredibilityThe name-droppingNames mentioned to capture their audience.« Thanks to Marie and Paul for this conversation. »→Do the people named know about it?T-15LeverageThe declared scarcityLimited spots with no real constraint.« We are opening 3 spots in September. »→Does the same number come back every month?T-16LeverageThe dated urgencyA deadline set to speed up the decision.« Registration closes Friday at midnight. »→Has the deadline already been pushed back before?T-17LeverageThe fear of missing outA loss promised to those who do not follow along.« Those who don't get started will regret it. »→What do you actually lose by not following?T-18LeverageThe common enemyA group singled out to bind readers together.« Recruiters understand nothing about atypical profiles. »→Does the designated group get a right of reply?T-19IntentThe disguised call to actionA private message presented as a favor.« Send me "GUIDE" in a private message. »→Does the private message lead to an offer?T-20IntentThe keyword commentA resource traded for reach.« Comment "AUDIT" and I'll send you the details. »→Is the resource available without commenting?T-21IntentThe link in the commentsA link moved aside to avoid throttling distribution.« The link is in the first comment. »→Why isn't the link in the post?T-22LeverageThe false secretAn announced exclusive with nothing confidential in it.« I probably shouldn't share this publicly. »→What is confidential, exactly?T-23LeverageThe staged vulnerabilityAn emotion displayed in service of the message.« I cried in my car after that meeting. »→Does the emotion serve the reader or the author?T-24StructureThe quotable closerA final sentence written to be reshared.« Talent isn't enough. Consistency is. »→Does the sentence say anything verifiable?T-25ProofThe before/afterTwo states compared without method or timeframe.« Their profile before. Their profile after. »→How long did it take, with what method?T-26LeverageThe displayed humilityA success presented as a surprise.« I didn't do anything extraordinary, I just listened. »→What was done, concretely?T-27StructureThe reconstructed dialogueA conversation reported word for word, long after the fact.« He told me: you won't last six months. »→An exact quote, years later?T-28FormatThe padded-out postMany lines for little information.« One sentence. Per line. Saying nothing. »→How much information for how many lines?T-29IntentThe pretext pollA closed question asked for the engagement.« Do you prefer mornings or evenings? »→Does the answer change anything?T-30IntentThe bait job postingAn opening published for visibility more than for the role.« We're hiring! Share this with your network. »→Does the role really exist, and where do you apply?T-31StructureThe line breakOne sentence per line to force the click.« And then. Everything changed. »→Does the splitting add meaning?T-32CredibilityThe reassuring jargonTechnical terms used without definition.« A systemic, data-driven approach. »→What do these terms mean, exactly?T-33ProofThe orphan statisticA percentage with no source and no scope.« 87% of recruiters make this mistake. »→87% of whom, measured by whom?T-34IntentThe strategic tagPeople tagged to widen the reach.« I'm tagging 10 people who should read this. »→Are the tagged people actually concerned?
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