nesb-scorer

name	nesb-scorer
description	Score headlines and copy against the NEW-EASY-SAFE-BIG framework from "Take Their Money" by Kyle Milligan
allowed-tools	["Read"]
invocation	user

NESB Scorer

Use this skill to score any headline, CTA, or copy against the 4 emotional quadrants that trigger buying decisions: NEW, EASY, SAFE, BIG.

The Framework

Human brains are wired to respond to these 4 triggers:

Trigger	Brain Response	What It Means
NEW	Craves novelty	"This is different from what I've tried"
EASY	Conserves energy	"This won't take effort"
SAFE	Fears risk	"This won't backfire on me"
BIG	Wants status	"This will transform my situation"

Strong copy hits all 4. Weak copy hits 1-2.

Scoring Process

For Each Piece of Copy

Rate each dimension 0-10:

NEW (Novelty)

• 0: Generic, heard-it-before claim
• 5: Somewhat fresh angle
• 10: Revolutionary, never-seen approach

Signals: "First", "Revolutionary", "New way", "Unlike anything", "Breakthrough"

EASY (Effort)

• 0: Sounds like a lot of work
• 5: Moderate effort implied
• 10: Effortless, instant results

Signals: "One-click", "In minutes", "No config", "Automated", "Instant"

SAFE (Risk)

• 0: Sounds risky, unproven
• 5: Some trust signals
• 10: Zero risk, fully proven

Signals: "Trusted by", "Guaranteed", "Bank-level security", "Fortune 500 approved"

BIG (Outcome)

• 0: Small, incremental improvement
• 5: Moderate benefit
• 10: Transformational, 10x result

Signals: "10x", "Dominate", "Transform", "Revolutionize", "Enterprise-grade"

Output Format

## NESB Score Report

### Copy Analyzed
> "[The headline or copy being scored]"

### Dimension Scores

| Dimension | Score | Evidence | Improvement |
|-----------|-------|----------|-------------|
| NEW | X/10 | [What makes it novel?] | [How to increase novelty] |
| EASY | X/10 | [What makes it easy?] | [How to reduce friction] |
| SAFE | X/10 | [What makes it safe?] | [How to add trust] |
| BIG | X/10 | [What's the big promise?] | [How to increase stakes] |

### Overall Score: XX/40 (XX%)

### Verdict
[Strong/Moderate/Weak - based on total score]

### Rewritten Alternatives

**Version 1 (Maximum NESB)**:
> [Rewrite hitting all 4 dimensions strongly]

**Version 2 (NEW + BIG focus)**:
> [Rewrite emphasizing novelty and outcome]

**Version 3 (EASY + SAFE focus)**:
> [Rewrite emphasizing low friction and trust]

Examples

Example 1: Weak Copy

Original: "AI-powered code completion"

• NEW: 3/10 (many tools do this)
• EASY: 4/10 (implied but not stated)
• SAFE: 2/10 (no trust signals)
• BIG: 3/10 (small improvement)
• Total: 12/40 (30%)

Improved: "The first AI that understands your entire codebase - ship 10x faster with zero setup. Trusted by 50,000 developers."

• NEW: 8/10 ("first", "entire codebase")
• EASY: 9/10 ("zero setup")
• SAFE: 8/10 ("trusted by 50,000")
• BIG: 9/10 ("10x faster")
• Total: 34/40 (85%)

Example 2: Strong Copy (PagerDuty)

Original: "74% less downtime. Trusted by 30,000 companies."

• NEW: 5/10 (specific number is fresh)
• EASY: 6/10 (implied automation)
• SAFE: 9/10 ("30,000 companies")
• BIG: 9/10 ("74% less downtime")
• Total: 29/40 (73%)

Common Patterns by Industry

Developer Tools

• NEW: Unique mechanism (context-aware, codebase understanding)
• EASY: Zero config, one-click, works with existing tools
• SAFE: Open source, used by big companies, SOC 2
• BIG: 10x productivity, ship faster, fewer bugs

B2B SaaS

• NEW: AI-powered, automated, intelligent
• EASY: No migration, instant setup, integrates with X
• SAFE: Enterprise-grade, Fortune 500 customers, compliance
• BIG: ROI numbers, cost savings, revenue growth

Consumer Apps

• NEW: First app that..., new way to...
• EASY: Takes 2 minutes, no signup required
• SAFE: Millions of users, top-rated, privacy-focused
• BIG: Change your life, achieve your goals, transform

Quick Win Templates

Maximum NESB Headlines

"The first [mechanism] that [big outcome] - [easy claim]. [safe proof]."

"[Big outcome] in [easy timeframe] with [new mechanism]. [safe proof]."

"Stop [pain]. Start [big outcome]. [New mechanism] makes it [easy]. [Safe proof]."

Examples

"The first AI that reads your entire codebase - 10x faster coding with zero setup. Trusted by 50,000 developers."

"Ship production code in minutes with context-aware AI. Used by Stripe, Shopify, and 10,000+ teams."

"Stop debugging. Start shipping. Our codebase-aware AI catches bugs before you do. SOC 2 certified."