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Updated Jul 11, 2026 · Affirmology_VideoFunnel_ScopePlan_v1.md
Captured 2026-07-10 from Jeff. This sets the SCOPE for reworking how our videos are used across the demo funnel, short-term and long-term. It is a living plan; Sol's messaging work (recorded conversations, honing what speaks to people) folds in as it lands, and Jeff will add more over the next few days.
The Joe & Monika experience film is a risky first impression. Feedback is split: some people love it, others bounce on it (it's a cartoon, the voices don't match the characters, it's too long, or the characters are "too many beautiful people" and some viewers feel insecure next to the very pretty female lead). A video that can lose someone on contact should not be the first thing they see.
The fix is not to perfect that film. It's to change the flow so the right video does the right job at the right moment:
Every piece below should be checked against: does it serve one or both of these, at this moment in their journey?
| Stage | Moment | Video's job | Source | Length |
|---|---|---|---|---|
| A. BEFORE | While the Soul Song generates (the wait) | Wet their whistle. Why this matters + how it works. Build anticipation for the audio they're about to hear. Safe, epic, cosmic. | First half of the mission video (the WHY/HOW), possibly a new cold-open hook | ~2 - 3 min |
| B. DURING | Soul Song plays | Anchor the listen | Astrolabe / orrery loop (existing app asset) | length of audio |
| C. AFTER | Soul Song ends | Take them home. The opportunity, the movement, the ask. Then optionally the experience film as an add-on. | Second half of the mission video (opportunity/economic) + experience film as add-on | ~2 - 4 min + optional |
| D. STANDALONE | One-video send to a low-bandwidth person who won't do the demo | "Here's what's up" - the whole story in one watch | Full mission video + a new cold open | ~8 - 10 min |
| E. FUTURE | YouTube, ads, nurture | Deeply targeted stories per avatar; real people using it | New Sol-led + real-user content (see long-term) | short |
The mission narration splits almost cleanly at the seam between "how it works" and "the opportunity." Using Jeff's current script:
BEFORE (the wait / wet-the-whistle piece), ~2 - 3 min - the WHY and HOW: - ACT I, The Invitation - "Every one of us is trying to do three things… the largest market on earth." - The two worlds - transformation vs the cosmic blueprint, each useless without the other, "the truth needs a delivery, the delivery needs the truth." - The problem - "we do not have a knowledge problem, we have a becoming problem… Until now." - The method / the bridge - identify, align, transcend; "we do not write affirmations from your chart, we write the audio as your chart." - "And it is real" - the suite, the oracle, the journey. - The science - reconsolidation, self-affirmation, the sleep window (keep tight; trim first if the piece runs long). - Ending beat to add: a one-line hand-off into the wait - "and yours is being written right now." Turns the education into anticipation for their own Soul Song.
AFTER (take-them-home piece) - the OPPORTUNITY: - The opener finally lands here, not before: "This is what it looks like to finally come home to yourself. It is not a fantasy. It is a product, and it is built." (They just heard it, so this pays off.) - The council + moat - "competitors ship a screen, we ship a methodology that improves on its own." - The market - Calm, Headspace, the $15B astrology world, "we sit alone where the two markets meet." - The Faena timing - the room a movement is launched from. - The founders - the system and the soul, Jeff and Sol. - The business model, the state of the project, the ask (investors + testers). - Close - "We help people become who they were written to be… Come help us give people back to themselves."
Note on the opening line: "This is what it looks like to finally come home to yourself" is written like a payoff - it works best AFTER the Soul Song. For the BEFORE piece we likely want a different cold open (a question/tension hook), so we don't spend the payoff before they've earned it.
One source (the mission video), three deliverables, by reusing and lightly re-topping-and-tailing: - Pre-song video = the FRONT half + a tweaked beginning and a new ending hook (hand off into the wait). - Post-song video = the BACK half + something added to open it (pick up after the Soul Song) and carry them home. - One-video-to-watch = reuse parts of both into a single full watch for people not going through the demo.
The seam between "front" and "back" is the same split mapped below (WHY/HOW ends, OPPORTUNITY begins).
The problem it solves. In the demo funnel, the emotional proof is the person hearing their own Soul Song. The standalone has no Soul Song - so it's all argument and no felt experience. It would end up explaining transformation without ever letting the viewer feel one. The mini-experience is the surrogate: it sits exactly where the Soul Song would have been.
Placement. After the WHY/HOW is fully established (why the cosmic blueprint matters, why it's useless without context, how AI can hold that complexity and simplify it, and how the neuroscience/transformation toolkit gets delivered) - and BEFORE the opportunity half. It is the "and here is what that actually looks like in a life" beat.
Length. 40 - 60 seconds. Tight. It is a proof, not a story.
What it must do (non-negotiable): - Show the product in use across time, not a single listen: different audio types across a day, then across days and weeks, habit forming, life changing. - Carry the WHY inside it: dramatize the recognition moment - chart-tuned words landing where generic affirmations bounce off. That single image is the whole thesis. - Speak to BOTH avatars at once: - Investor/skeptic sees: real repeat usage (retention = the business), a habit loop, and a visible behavioral result. - Blueprint expert sees: the specificity (her actual gates, her actual chart), the recognition, the daily ritual, the payoff. - Land on the existing thesis line, which is already in the script: "It stops being something you listen to and becomes something you live from." The mini-experience is the visual proof of that claim.
Draft beat structure (40 - 60s): 1. The first listen / recognition (~8s) - she hears her own words, chart-specific. The "that's me" moment. 2. Threaded through the day (~20s) - morning activation, a reset before a hard conversation, the wind-down in the receptive window before sleep (pays off the science we just explained). Different audios, one person. 3. Across days and weeks (~10s) - repetition, the sky changes, new transits open new journeys. The habit forms. 4. The result (~10s) - not "I got rich." An identity shift visible in behavior: she asks for the number. He waits for the yes. Small, true, specific. 5. The line - "it stops being something you listen to and becomes something you live from."
Strong recommendation: let them HEAR it. Put a few seconds of a real Sacred Audio (Charlotte over the Heavenly Circuit bed) under this beat. We can't give a standalone viewer their own song - but we can let them hear what one sounds like. That's the closest possible surrogate for the demo's payoff, and it's the one thing no competitor's video can show.
Visual treatment - options: - (a) New cosmic/house-style sequence with a character (recommended) - built in the mission video's emerald-and-gold visual language so it doesn't tonally clash with the epic piece it lives inside. Avoids the cartoon-mismatch problem that draws negative feedback on the experience film. - (b) Recut 40 - 60s from the existing Joe & Monika film - cheapest, but drops a cartoon into the middle of a cinematic film, and imports the exact style risk we're trying to move away from. - (c) Real footage / Sol-led - the eventual answer, once we have usage footage and reactions. Build (a) now, swap to (c) later.
Casting note: keep the people normal and varied - a range of ages and bodies, not a cast of models. This directly addresses the "too many beautiful people / it made me feel insecure" feedback, and it makes the promise feel available rather than aspirational.
The persistent "this is not your song" card (Jeff, 2026-07-10). Throughout the entire mini-experience, hold a small black rectangle on screen with text. It says, plainly, that you are watching someone else's - and that hearing someone else's does not land the way your own does. That is not a disclaimer, it is the crux of the product, restated: words tuned to another person's chart bounce off you exactly the way generic affirmations do. The limitation becomes the proof.
Why this works: it keeps the viewer from mistaking the sequence for the product, it re-proves the thesis while they watch, and it converts - it is the only CTA the standalone has (there is no Soul Song in this cut, so the card is what pushes them to go get one).
Draft copy for the card (pick one, keep it short and let it hold the whole sequence): - "This is not your blueprint. / Someone else's words can be beautiful. Only your own can be believed. / Hear your own Soul Song." - "You are watching someone else's. / That is exactly why it cannot land the way yours will. / Hear your own."
Execution: a small black card (lower third or lower corner), present for the full 40 - 60s so it is always readable. It can hold one anchor line throughout and resolve into the CTA on the final beat. Same device works if we reuse this piece as an ad or a YouTube short, where the CTA is always "hear your own."
Leverage: this 40 - 60s piece is reusable everywhere - the results page, an ad, a YouTube short, and the seed for Sol's storytelling. It is probably the single highest-leverage new asset in this whole plan.
Goal: a safe, working funnel for the people we pass through the demo (more testers, investor prospects), using mostly re-cuts of the mission video and repositioning the experience film. No giant new production.
Goal: content that sells the use of the app, built from real feedback and Sol's storytelling, evolving continuously.