Content generation rules — customer-as-protagonist rewriting, inflated language filter, precision targeting, sell results not products, and anticipatory selling material generation for sales Steps 5-7. Use when generating any content, reviewing drafts, or creating sales support materials.
The customer is the hero. The product is the tool that helps them succeed.
Detection rule: If content contains >30% "we" statements -> rewrite.
BAD (company-centric):
"We built an innovative AI platform that revolutionizes..."
"Our product features include..."
"We are excited to announce..."
GOOD (customer-centric):
"CTOs at seed-stage startups waste 10h/week on manual reporting.
[Product] cuts that to 30 minutes."
"Your sales team closes 3x more demos when..."
"Imagine opening your dashboard Monday morning and seeing..."
Detect and replace hollow superlatives with concrete value:
| Inflated | Replace With |
|---|---|
| "Revolutionary" | Specific improvement: "reduces report time from 10h to 30min" |
| "Game-changing" | Concrete outcome: "3x demo close rate" |
| "Best-in-class" | Comparative data: "28% response vs 8% industry avg" |
| "Cutting-edge" | Specific capability: "processes 10K leads in under 2 min" |
| "Innovative" | What it actually does differently |
| "World-class" | Specific benchmark or achievement |
| "Seamless" | Describe the actual experience |
| "Powerful" | Quantify the capability |
Rule: If you can't replace the adjective with a number or specific outcome, the claim is hollow. Remove it.
Content must target a specific persona. Never "everyone."
BAD: "Perfect for businesses of all sizes"
GOOD: "Built for CTOs at 10-50 person B2B SaaS companies
who don't have a dedicated data team"
Test: Can you name 3 specific people who fit this description? If not, the targeting is too vague.
Frame all messaging around customer outcomes, never product features.
BAD (feature): "AI-powered analytics dashboard with 50+ integrations"
GOOD (result): "Know exactly which channel drives revenue — in 2 clicks,
not 2 hours of spreadsheet wrangling"
BAD (feature): "Automated email sequences with personalization"
GOOD (result): "Your prospects get messages that feel hand-written.
You get 3 hours back every day."
Auto-generate 5 materials for pipeline Steps 5-7. Principle: "You're not selling to the buyer — you're arming them to sell internally."
1. Competitive Comparison Table
2. 3-Year TCO Analysis
3. Internal Proposal Template
4. Objection Rebuttals
5. Phased Implementation Timeline
| Anti-Pattern | Signal | Response |
|---|---|---|
| Company-centric copy | >30% "we/our/us" statements | Rewrite with customer as protagonist |
| Hollow superlatives | "Revolutionary," "game-changing" | Replace with specific numbers or outcomes |
| Generic targeting | "For businesses of all sizes" | "Who specifically? Name the persona." |
| Feature listing | Bullet list of product capabilities | Rewrite as customer outcomes |
| Missing sales support | Pipeline at Step 5+ with no materials | Generate anticipatory selling package |
| Adversarial comparison | "Competitor X is terrible because..." | Rewrite as honest, factual comparison |