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The Masters · Firmo’s library

Agents that thinklike the best.

The methods of the great names of selling, advertising and strategy, written down as skills your agents follow. Not a famous name dropped into a prompt: the method itself, with its rules and its checks.

46methods in the library
5schools of thought
3Masters on every task:
understand, do, check
The library

46 methods.
Five schools. One firm.

Every card is a method your firm can use today. Each one is named for what it does, with the person who inspired it in brackets, and assigned to the department that puts it to work.

Copywriting and direct response

A still life evoking the method of David Ogilvy
[inspired by: David Ogilvy]Fact-First Copy

Headlines with a fact in them, not an adjective.

Brand & content
A still life evoking the method of Eugene Schwartz
[inspired by: Eugene Schwartz]Awareness Map

Knows what your reader already believes before writing a line.

Strategy
A still life evoking the method of Gary Bencivenga
[inspired by: Gary Bencivenga]Proof Equation

Every promise needs a proof. No proof, no promise.

Quality review
A still life evoking the method of John Caples
[inspired by: John Caples]Tested Headlines

Writes headlines to be tested, not admired.

Brand & content
A still life evoking the method of Claude C. Hopkins
[inspired by: Claude C. Hopkins]Measured Advertising

A reason for every promise, and a way to measure it.

Brand & content
A still life evoking the method of Gary Halbert
[inspired by: Gary Halbert]Personal Letter

Emails that read like one person writing to another.

Sales
A still life evoking the method of Joseph Sugarman
[inspired by: Joseph Sugarman]Reading Slide

Long copy that gets read to the last line.

Brand & content
A still life evoking the method of Robert Collier
[inspired by: Robert Collier]Conversation in Progress

Joins the conversation already in your reader’s head.

Sales
A still life evoking the method of Dan Kennedy
[inspired by: Dan Kennedy]Problem, Agitate, Solve

Offers with a deadline and a follow-up that lands.

Sales
A still life evoking the method of John E. Powers
[inspired by: John E. Powers]Plain Notice

Says the flaws too, so the rest is believed.

Brand & content
Anatomy of a Master

A name in a prompt is a costume.
A Master is a method.

Anyone can type “write like a famous copywriter”. The model guesses at a style and the result sounds like an imitation.

In Firmo every Master is written down in five layers: where it comes from, the rules it applies, when to use it, the exact instruction the agent follows, and the check the work has to pass. That is what makes the work repeatable, and what a prompt can’t copy.

A prompt“Write like Eugene Schwartz.”
A Master in FirmoFive layers of method, used by the right agent, at the right phase, then checked.
M
The MasterAwareness Map

[inspired by: Eugene Schwartz] · used by Strategy

1
SourceIdeas from a classic of direct response

The ideas, never the text: the book is still under copyright.

2
RulesWhat the agent applies
  • Five levels of awareness
  • Five stages of market sophistication
  • Desire is channelled, not created
  • Join the conversation already in the reader’s head
3
InstructionWhen and how it is used

Before writing: set the reader’s awareness level and the market’s sophistication, then propose three headlines for that level.

✓
CheckWhat the work must pass

Headline matches the level. If not, it goes back to the department before you see it.

Watch them work

Three Masters,
one headline.

An example from Firmo’s own firm, the one in A day at the firm. The Sales page agent rewrites our homepage headline. Each Master does one job.

Sales page agent · rewriting Firmo’s homepage headline
Start · the draft

The most powerful AI platform for your business, at an unbeatable price.

What a generic AI writes. Sounds fine, says nothing.
1Understand
Awareness Map[inspired by: Eugene Schwartz]

Works out who is reading.

Problem aware. They already sell, and know the business runs on them. “AI platform” is what every tool says.
2Do
Fact-First Copy[inspired by: David Ogilvy]

Rewrites with facts, not adjectives.

“A CEO and the departments that run your business. You appear twice a day.”
3Check
Proof Equation[inspired by: Gary Bencivenga]

Strikes every claim without proof.

“most powerful” “unbeatable price” “twice a day” · proof: a day at the firm
End · the headline you approve

A CEO and the departments that run your business. You appear twice a day.

✓ Every claim has a proof✓ Written for this readerReady for your approval
How a ready-made agent is built

One Master for each phase of the work.

Understand

Before writing

Awareness Map [inspired by: Eugene Schwartz] reads what your buyer already believes.

Do

While writing

Fact-First Copy [inspired by: David Ogilvy] writes the page with specifics, not adjectives.

Check

Before you see it

Proof Equation [inspired by: Gary Bencivenga] strikes every promise without proof.

This is the Sales page agent, one of the ready-made agents in your firm. Every ready-made agent is built the same way.

Why it matters

The model is the same for everyone.
The method is what you get from Firmo.

01

Written down, not name-dropped

Each Master is a method with rules, an instruction and a check, not a famous name in a prompt.

02

Chained across the work

One Master to understand, one to do, one to check. Every task goes through the three phases.

03

Checked before you see it

Work that fails the check goes back to the department. You only see what passed.

Your own agents

Pick the Masters.
Firmo wires them in.

Need an agent nobody else has? Build it on your free desk. Choose a Master for each phase and Firmo puts them in order: understand, do, check.

Same library, same rules, same checks as the ready-made agents.

See the free desk
Newsletter agentYour agent · Brand & content
Understand
Remarkable to the Few[inspired by: Seth Godin]
Do
Conversation in Progress[inspired by: Robert Collier]
Check
Persuasion Levers[inspired by: Robert Cialdini]
Optional+ Add a Master
Personal LetterConversation in ProgressRemarkable to the FewPersuasion LeversPlain NoticeReading SlideSincere InterestTested HeadlinesMental Availability

A note on names. Methods are named for what they do, with their source in brackets. Firmo is not affiliated with, or endorsed by, the people who inspired the methods. The library uses their ideas, never their texts.

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