>_ Operational Marketing: A Terminal-Friendly Guide

[1] position()

Define one commercial promise: who you help, what you remove, which outcome you create. Support with three proofs—metric, demo, voice of customer. Consistency across ad → landing → email reduces cognitive thrash and lifts conversion without extra spend.

[2] architect_funnel()

Design a relay, not silos. TOF earns curiosity with a vivid before/after, MOF replaces doubt with evidence, BOF removes friction with clarity and risk reversal. Keep “page scent” by mirroring the winning ad hook on the landing headline.

[3] modular_creative()

Break assets into hooks, problems, proofs, and offers. Remix rather than rebuild. Rotate proof under a winning hook (testimonial → stat → demo) to fight fatigue while preserving message–market fit. One job per frame. One CTA per screen.

[4] instrumentation()

Track inputs (CTR, CPC, freq) alongside outcomes (CVR, CAC, payback, contribution margin). Review by cohort to separate creative decay from seasonality. Annotate launches and site changes so cause-and-effect is debuggable.

[5] weekly_cadence()

• launch: 3 concepts (new hook, proof swap, offer tweak)
• test: 1 landing variant that mirrors the top ad
• cull: bottom quartile by cost + rising frequency
• scale: +20–30% to winners within CAC/payback guardrails
• log: changelog.md — small lifts compound

[6] retention()

Acquisition gets cheaper when LTV rises. Onboard to a quick win, educate to the next milestone, invite advocacy at peak value. When LTV improves, your testing aperture widens and more channels clear margin requirements.