# Storyboard and copy

## The five beats and what each must answer

| Beat | Question it answers for a silent viewer | Typical headline shape |
|---|---|---|
| hook | What is this, and why should I care? | outcome for the customer: "Your menu. One scan away." |
| ui | Is it easy to do the work? | the job, in the user's words: "Add your dishes and prices." |
| gallery | Will it look like mine / fit my case? | choice plus ownership: "Pick a template. Make it yours." |
| proof | What pain does it remove? | the contrast with the old way: "Edit anytime. No reprinting." |
| cta | What do I do now, and what does it cost? | the site's own H1 plus the free/pricing fact |

Reuse the landing page's H1 and step names for the end card and the beats; the ad then repeats
the page's message instead of inventing a second one.

Adapting by product type:

- **SaaS dashboard**: hook = the dashboard's result on a phone (report, chart); ui = setting up
  the thing; gallery = a wall of real reports or boards; proof = a number updating live.
- **Mobile app**: hook = the home screen; ui beat becomes a second phone flow instead of a
  browser window; gallery = screens from different users/themes.
- **Developer tool**: hook = the rendered output; ui = the editor or terminal; proof = before →
  after of the thing it fixes (build time, error count).
- **Marketplace / booking**: gallery = listings; proof = availability or price changing.

## Copy rules (each one came from a rejected draft)

| Rejected | Accepted | Why |
|---|---|---|
| "One QR code. Edit anytime." | "Edit anytime. No reprinting." | the first names a mechanism; the second names the pain it removes, contrasted with the old way |
| "Same QR code after edits" | "Share by QR code or link" | true but defensive; say what the customer gets |
| "Choose a design." | "Pick a template. Make it yours." | templates are starting points; the product lets people change fonts, colours, layout |
| "27 designs · all free" | "Every template is free" | counts that will change date the video the week it ships |
| "No app for guests" | "Opens in any browser" | lead with the positive; negatives read as caveats |
| "Opens in any phone browser" | "Opens in any browser" | don't narrow a claim that is broader than the qualifier |
| a small "Updated" pill | a callout with a pointer: label, old value struck through → new value | the change is the point of the beat; it needs to be unmissable |

Other rules:

- **Say "free" early** when the product is free or has a free tier: an accent pill in the hook
  ("✨ 100% free · No credit card required"), repeated as the end-card chip.
- **One idea per headline**, two lines, ≤ ~16 characters per line at 92 px in 16:9. If a line is
  longer, rephrase; don't shrink the type.
- **Pills**: at most three, each under ~30 characters, nouns or short phrases, no full stops.
- **No exclamation marks, no hype words** ("revolutionary", "supercharge"), sentence case.
- **Demo content** should look real and neutral: plausible names, prices and addresses, no
  tags or badges that distract from the point of a beat (a spicy marker under the dish whose
  price changes pulls the eye away from the price).

## Claims checklist before rendering

- [ ] Every price, limit, "free", "no credit card", speed or count appears on the destination page
      (or a page it links to; if only there, mention it in the report).
- [ ] No customer names, logos, ratings, reviews or usage numbers unless the page shows them.
- [ ] Demo URLs shown in the phone are either real or obviously illustrative, and the report says which.
- [ ] A QR code in the video points at a real, harmless URL (the home page or a public sample).