02 — TERMINOLOGY: Delivery Page
Locked vocabulary for delivery pages. These terms have specific meaning in this kit.
Locked Terms
| Term | Means | NOT |
|---|---|---|
| Skill | An .md instruction file the user uploads to their AI assistant | App, tool, bot, GPT, template, prompt |
| AI assistant | The generic term for the platform where the skill runs | ChatGPT, Claude, Gemini — never name a specific platform |
| Download | Getting the skill file from the page | Get, claim, grab, unlock |
| Install | Adding the skill to the AI assistant (one-time) | Set up, configure, onboard |
| Run | What the user does with the skill each time | Use, try, test, execute |
| Paste | How the user provides input to the skill | Upload, import, enter, input |
| Practice | The user's business | Company, firm (OK occasionally), business (too generic) |
| Practice owner | The person we are talking to | Founder, entrepreneur, solopreneur, business owner |
| Delivery page | This HTML page — where recipients download the resource | Landing page (acceptable in internal docs), sales page, opt-in page |
| Section | A named part of the skill's output | Module, component, feature |
Brand Mapping — CYP vs. AOS
The delivery page kit defaults to CYP / Practice Builders. AOS variant documented here for reference.
| Element | CYP (Primary) | AOS (Variant) |
|---|---|---|
| Primary background | Deep Teal #0f2d3e | Charcoal #1a1a1a |
| Secondary background | Slate Teal #3e666e | Deep Charcoal #2a2a2a |
| Gradient | linear-gradient(135deg, #0f2d3e 0%, #3e666e 100%) | linear-gradient(135deg, #1a1a1a 0%, #2a2a2a 100%) |
| Cream | #f1ede6 | #f5f4f0 |
| Off-White | #f7f5f0 | #faf9f7 |
| Gold accent | #b79d64 (shared) | #b79d64 (shared) |
| Gold hover | #9d8556 | #c4aa74 |
| Gold on light bg | #6b5d3e (shared) | #6b5d3e (shared) |
| Text on dark | #f1ede6 | #f5f4f0 |
| Text on light | #334155 Slate | #4a5a6a Slate |
| Muted text on light | #64748b | #8a8680 Stone |
| Muted text on dark | rgba(241, 237, 230, 0.7) | rgba(245, 244, 240, 0.85) |
| Header font | Fraunces (serif), 600-800 | Cormorant Garamond (serif), 600-700 |
| Body font | Montserrat (sans-serif), 300-800 | Inter (sans-serif), 300-600 |
| Header logo | Practice Builders white icon | Advisory OS gold icon |
| Header brand text | "Practice Builders" | "Advisory OS" |
| Footer entity | "Practice Builders is a brand of Creating Your Plan" | "Creating Your Plan" |
| Website | thepracticebuilders.ai | advisoryos.ai |
| Scrollbar track | #0f2d3e | #1a1a1a |
Delivery Page Voice
The delivery page is a landing page, not a blog post. Scannable sections, not flowing prose.
Hero: Centered, bold claim, one-line subtitle. Subtitle is the skill's positioning statement adapted for the page — slightly warmer than the skill file, still direct.
Section copy: Short headers, brief paragraphs, structured lists. Each section does one job. No section requires more than a 5-second scan.
CTA: Direct, no pressure. "Download Skill File" not "Get Your Free Copy Now!" Subtext is one line about what they are getting, not a sales pitch.
Setup instructions: Step-numbered, generic platform language. Brand-neutral — no LLM names.
Tips: Bold label + explanation. From real testing, not generic advice.
Forbidden Terms and Constructions
| Don't Write | Write Instead | Why |
|---|---|---|
| "Get Your Free Copy Now!" | "Download Skill File" | No hype on CTA buttons |
| "Unlock this powerful skill" | "Download Skill File" or skill name | No unlock/claim/grab language |
| "Don't miss the next one!" | "Next skill drops in about a week." (if series applies) | No urgency pressure |
| "This game-changing skill..." | State what it does: "Two minutes. One brief. Every call handled." | No superlatives |
| "You'll love how easy it is" | Show the steps instead | No promises about feelings |
| "ChatGPT" / "Claude" / "Gemini" | "your preferred AI assistant" or "any large language model" | Brand-neutral — skill works on any LLM |
| "Sign up" / "subscribe" / "join" | "Follow along on LinkedIn" or "stay on this list" (if applicable) | No list-building language on delivery pages |
| "Free" in CTA button text | "Download Skill File" | The button action is the value, not the price |
| "Coaching" / "accountability" / "mindset" | Use: deploy, build, install, run | Voice.md forbidden terms |
| "Leverage" / "synergy" / "scalable" | Use: system, capability, protocol | Voice.md forbidden terms |
Content Rules
- No mention of price, paid offers, or upsell on the core delivery page sections. The page is a pure gift. Cross-sell is optional and campaign-specific — added to the "What's Next" section only when applicable.
- No marketing funnel language. The page does not "capture" or "convert." It delivers a skill and helps someone set it up.
- Output sections are described, not sold. "Rolling Items Alert — Things slipping across emails without anyone noticing" not "Our proprietary algorithm detects critical items at risk."
- Setup instructions are brand-neutral and generic. "Open your preferred AI assistant" — works with any LLM. No platform-specific navigation paths.
- Tips come from real testing. Not generic advice. Each tip should reflect something learned from actually running the skill.
- Footer must include Meta compliance disclaimer. Required for pages linked from Meta ad traffic or DMs.
- Footer must include results disclaimer. "Your results will vary..." — standard for free resource pages.
- No