vertical-playbookslisted

# Vertical Playbooks ## Overview Generic marketing advice loses to industry-specific advice on every measurable dimension. A funeral home's buying cycle, a laundromat's economics, and a staffing firm's margin structure have nothing in common, and copy that ignores the difference reads as an outsider's guess — which is exactly how the prospect will treat it. This skill is a router. Load the reference file for the vertical in play, then hand its contents to whichever engine skill is doing the work. ## When to Use - Any lead-gen, outbound, copy, offer, or ad work for a named industry - Entering a new vertical and needing the buyer, offers, and objections - Sanity-checking whether a campaign's assumptions match the industry - Building an ICP before list building **Always load the relevant reference before writing copy, designing an offer, or building a list.** It is the difference between speaking the buyer's language and describing their business back to them incorrectly. ## How to Use 1. Identify the vertical. If the business does not map cleanly, pick the closest reference and note the differences explicitly. 2. Read `references/<vertical>.md` in full. 3. Feed the relevant sections into the engine skill: | Section | Consumed by | |---|---| | Snapshot, Buyer | `lead-sourcing` — ICP table, disqualifiers | | Lead Sources | `lead-sourcing` — source selection | | Offers That Sell, Economics | `offer-and-pricing-design` | | Pain Language, Cold Open Angles | `direct-response