The Brain · v2

The method behind every page the Studio makes. It works for any product: the product facts come from the brand, the reasoning comes from here. It was distilled from the irmi build (13 versions, every mistake recorded) plus the market study in 01.

How a page gets made (the order the brain runs)

1. Product profile (02): pull the product page, confirm the facts, fill the gaps. The product page is the source of truth.
2. Route (03): turn the search term or goal into a page type and headline.
3. Playbook (playbooks/): load the beats for that page type.
4. Write (04): copy rules on every line; compliance (05) on every claim.
5. Images (06): one slot type per image place; prompts written from that section's copy.
6. Design (07): colours from the product, one font set per brand, our components.
7. Variants (08): mark which sections get test versions.
8. QA gate (09): it must pass before anything is published. Then a devil's-advocate pass across all lenses.

The non-negotiables

• The offer is not ours to write. Price, bundle, guarantee, subscription and offer wording come from the product page, word for word. Pre-sale pages never add, remove or "correct" offer lines.
• The label is the truth. Every number, ingredient and claim matches the product as shipped.
• Least resistance. Every line either moves the reader one step closer or it goes.
• Creative inside the core. The beats are fixed; the design, images, angles and wording are free to be bold. We test instead of restricting.
• The method stays with us. Client stores get clean pages only: no comments, no rules, no tooling names.

Files

House standard for writing: the irmi Moringa and Magnesium pages (direct-response). The Nattokinase v9–v13 voice is the educational variant.